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PillarChecklist ItemSuggested Tool(s)
Weight (0-3)
Score (0-2)
Notes / Findings
Owner
Due Date
Evidence (link to screenshot)
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SEO
Target keyword & intent confirmed (Informational / Commercial / Transactional).
GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse30
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SEOTitle tag ≤ 60 chars, keyword first, value prop present.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse31
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SEOH1 matches intent; only one H1; semantic H2/H3 outline covers subtopics.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse32
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SEOMeta description ≤ 155 chars with value prop & CTA; unique.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse30
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SEOClean URL slug; canonical tag correct; indexable; no accidental noindex.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse31
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SEOEntity coverage: primary entities & synonyms naturally included.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse32
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SEO
Internal links IN: at least 3–5 relevant pages pointing here with descriptive anchors.
GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse30
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SEOInternal links OUT: 3–7 contextual links to related pages; no self-cannibalization.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse31
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SEOExternal authority links where helpful; open in new tab.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse32
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SEOImages: descriptive filenames, alt text, WebP/modern format, lazy-load.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse30
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SEO
Schema: Article/BlogPosting or Product; Breadcrumb; FAQ/HowTo when applicable.
GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse31
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SEOCore Web Vitals: LCP < 2.5s, INP < 200ms, CLS < 0.1 (mobile).GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse32
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SEOAccessibility: heading order, contrast, focus states, ARIA for expanders.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse30
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SEOInternationalization/hreflang if localized variants exist.GSC, Semrush, Screaming Frog, PageSpeed Insights, Lighthouse31
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AEOFeatured Snippet definition (40–60 words) under a question H2.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
22
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AEOUse lists/tables for 'steps/benefits/types' sections.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
20
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AEOPAA: include 3–6 Q&A; add FAQPage schema.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
21
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AEOGlossary/definitions for key terms; acronym expansion.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
22
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AEO
Rich results schema where relevant (HowTo/FAQ/VideoObject); Breadcrumbs present.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
20
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AEOEntity alignment with Organization schema; About/Mentions as needed.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
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AEOZero‑click helpers (calculators/templates) where suitable.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
22
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AEOTimestamp & update cadence visible.
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
20
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AEOAuthor with real experience (E‑E‑A‑T).
Semrush, AlsoAsked, Google SERP, Schema.org Validator, Rich Results Test
21
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PLG CROPrimary CTA above the fold; secondary demo CTA available.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory32
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PLG CROCTA repetition at logical points; sticky CTA considered.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory30
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PLG CROSocial proof near CTAs (logos, ratings, testimonials).GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory31
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PLG CROUse‑case or industry sections with tailored copy & CTAs.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory32
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PLG CROIntegrations shown with badges and deep links.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory30
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PLG CROComparison block vs competitors; 'Switch from X' path.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory31
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PLG CROObjection handling (security/compliance/support).GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory32
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PLG CROProduct visuals (GIFs/screens) with alt text/captions.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory30
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PLG CROPricing link or transparent hints; low‑friction signup.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory31
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PLG CROEvent tracking for CTA clicks/scroll/comparison toggles.GA4, Hotjar/Clarity, GTM, G2/Capterra, FullStory32
35
Internal Linking
Identify 2–5 TOFU magnets and add contextual links to BOFU with varied anchors.
Semrush (Internal Linking), Screaming Frog crawl, site: search20
36
Internal LinkingCrosslink back from BOFU to key TOFU pages to strengthen cluster.Semrush (Internal Linking), Screaming Frog crawl, site: search21
37
Internal LinkingUse related-content widgets/breadcrumbs to connect cluster pages.Semrush (Internal Linking), Screaming Frog crawl, site: search22
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Internal LinkingCheck for cannibalizing pages and consolidate where needed.Semrush (Internal Linking), Screaming Frog crawl, site: search20
39
MeasurementSet KPIs (rank/CTR/sessions/trials/demos/assisted conversions).GA4, Looker/Data Studio, GTM, Annotation log11
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MeasurementAdd analytics annotations for significant changes.GA4, Looker/Data Studio, GTM, Annotation log12
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MeasurementPlan 28–42 day post-change review; avoid overlapping tests.GA4, Looker/Data Studio, GTM, Annotation log10
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MeasurementMaintain evidence folder with dated screenshots.GA4, Looker/Data Studio, GTM, Annotation log11
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