SEO Optimizer

Improve one page's organic visibility through content quality, technical signals, and structured data - without keyword stuffing. The costly mistake this prevents is optimizing the wrong layer: teams rewrite copy on a page whose title truncates in the SERP, whose intent mismatches the query, or that cannibalizes a sibling page, then conclude "SEO doesn't work." Audit in order; fix the highest layer that fails first.

Operating procedure

Intent comes before on-page elements, because a perfectly optimized page targeting the wrong intent cannot rank. On-page comes before schema and vitals, because rich results and speed amplify a page that already deserves to rank.

Step 1: Gather inputs

1. The page URL or draft, and its one primary keyword. If the user has no primary keyword, that is the first deliverable - propose one and label it a guess.
2. 2-4 semantic variants (default: derive from the primary).
3. The intent behind the query: informational, navigational, or transactional. When unsure, check what currently ranks - the SERP is the ground truth for intent.
4. Sibling pages targeting adjacent queries, to check cannibalization.

Step 2: Verify intent match

Match content type to intent: informational queries want guides and answers, transactional want product or category pages, navigational want the brand destination. If the page type contradicts the intent of its primary keyword, stop - no on-page fix rescues an intent mismatch; re-target or re-build. Each page must serve a distinct intent; consolidate cannibalizing pages rather than letting two half-strength pages split one query.

Step 3: Fix the head elements

• Title tag: 50-60 characters - keep under 60 or the SERP truncates it; primary keyword near the front; unique per page.
• Meta description: 140-155 characters, include a call to action. Not a ranking factor, but it is the ad copy that drives click-through.
• URL slug: short, hyphenated, keyword-bearing, no stop words.

Bad: Home | Acme Inc | Solutions, Products, Services, About Us and More (74 chars, brand first, keyword nowhere). Good: Standing Desk Buying Guide: Height, Stability, Price | Acme (60 chars, keyword front-loaded).

Step 4: Fix the body structure

1. Exactly one <h1> per page; logical <h2>/<h3> hierarchy that a reader could skim as an outline.
2. Answer the query in the first 100 words - this is what earns featured-snippet eligibility.
3. Keyword usage: target the primary plus 2-4 semantic variants; keep density natural at roughly 0.5-1.5%. Optimize for topic coverage, not exact-match repetition.
4. Internal links: 2-5 contextual links to related pages with descriptive anchor text ("standing desk stability test", never "click here"). For architecture across many pages, hand off to internal-linking-mapper.
5. Image alt text describes the image for a reader who cannot see it - not a keyword slot.

Step 5: Add schema markup where it fits

Add JSON-LD in the <head>; use Article, FAQPage, Product, BreadcrumbList, and HowTo only where the visible content genuinely matches the type - schema describing content that is not on the page invites a manual action.

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "Standing Desk Buying Guide: Height, Stability, Price",
  "author": { "@type": "Person", "name": "Jordan Lee" },
  "datePublished": "[FILL: ISO date]"
}
</script>

Step 6: Check Core Web Vitals

• LCP under 2.5s: preload the hero image, serve next-gen formats, avoid render-blocking CSS.
• CLS under 0.1: explicit width/height on images; reserve space for ads and embeds.
• INP under 200ms: break up long tasks, defer non-critical JS.

Flag failures and hand deep remediation to web-performance.

Step 7: Check crawl hygiene

• Canonicalize duplicates with rel="canonical"; pagination uses self-referencing canonicals, not rel=prev/next (deprecated).
• JS-rendered content: confirm crawlers see the text - server-side rendering or dynamic rendering.
• Migrations: 301-redirect old URLs one-to-one; never mass-redirect to the homepage.
• XML sitemap submitted, under 50k URLs per file.

Deliverable

Produce a page audit containing: the intent verdict, rewritten title and meta with character counts shown, the heading outline, a keyword-and-variant map with placement notes, 2-5 internal-link recommendations with anchor text, the JSON-LD block ready to paste, Core Web Vitals pass/fail against the three thresholds, and a prioritized fix list ordered by the layer that fails first.

Do NOT

• Do not stuff or cloak - the helpful-content system demotes thin, spun pages, and recovery is slower than doing it right.
• Do not ship a title over 60 characters or with the keyword at the end; truncation hides it exactly where it matters.
• Do not write meta descriptions past 155 characters - the SERP cuts them mid-sentence.
• Do not add schema for content the page does not visibly contain.
• Do not let two pages target the same intent; the split kills both.
• Do not treat this as site-wide strategy - clustering belongs to keyword-cluster-builder and link architecture to internal-linking-mapper.

Quality bar

• Title 50-60 chars with the primary keyword front-loaded; meta 140-155 chars with a CTA; both counts stated in the deliverable.
• The query is answered in the first 100 words.
• One h1; every h2/h3 earns its place in the outline.
• 2-5 internal links with descriptive anchors; zero "click here".
• Schema validates and matches visible content.
• Each fix in the list names its layer (intent, head, body, schema, vitals, crawl) so the user knows what moves rankings versus click-through.