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OTTO 30 Day SOP

Follow these four focused phases to set up, optimize, and report on a site in OTTO in 30 days.

Updated over 2 weeks ago

Table of Contents

  1. Preparing for Battle (Day 0)

  2. Phase 1: Technical Fundamentals (Days 1–7)

  3. Phase 2: Content Enhancement (Days 8–15)

  4. Phase 3: Efficient Authority Building (Days 16–30)

  5. Resources & Support


1. Preparing for Battle (Day 0)

Goal: Lay the foundation so OTTO has every detail it needs to work effectively.

Step 1: Create Project & Connect Analytics

  • Navigate to OTTO and select New Project, entering the domain.

  • In the setup pop‑up, choose the correct Google Search Console property (World, US, or specific region). Click Manage to remove defaults and pick the right one.

  • Grant or request access to the Google Business Profile, then link it in OTTO. Note: Do not change the business name without explicit approval to prevent suspension.

Step 2: Configure the Knowledge Graph

  • Business Details: Enter Name, Description, Address, Phone, Email, and Hours—match exactly to the linked Profile.

  • Structured Data: Add Tax ID, Number of Employees, and any industry‑specific fields.

  • Location & Map: Input latitude/longitude coordinates; embed a map iframe for spatial context.

  • Media & Authorship: Upload logo, at least three photos, and any YouTube videos. Specify social profile URLs and authorship for published items.

Step 3: Set AI & Crawler Settings

  • AI Writer: Select Claude 2 with English (US).

  • Crawler: Set User Agent to Google Mobile Bot, speed at 3 URLs/sec, and frequency to weekly.

  • Click Continue to initiate the first crawl and capture baseline data.

Step 4: Install OTTO Pixel

  • Follow the platform‑specific guide for WordPress, Shopify, or Webflow.

  • Insert the pixel snippet into the site header and verify tracking in OTTO’s dashboard.

Step 5: Initial Top Pages Setup

  • Open Top Pages in the Knowledge Graph.

  • Review pages imported from GSC; manually add any priority pages.

  • For each page, note the top three queries (keywords) pulled from GSC.

Step 6: Initial Technical Optimizations

  • Validate and deploy suggested internal links.

  • Review and remove irrelevant meta keywords before deploying.

  • Check for missing headings and adjust page structure.

  • Confirm heading lengths are appropriate and deploy as needed.

  • Verify canonical targets and deploy updated tags.

  • Apply Open Graph and Twitter Card settings across all top pages.


2. Phase 1: Technical Fundamentals (Days 1–7)

Goal: Ensure critical pages adhere to SEO best practices.

  1. Optimize Metadata

    • Title tags: front‑load primary keywords, keep under 70 characters.

    • Meta descriptions: write concise CTAs and include main keywords.

  2. Headings & Page Structure

    • Add or correct H1 tags on service, product, and location pages.

    • Ensure H2–H4 subheadings follow a clear hierarchy.

  3. Schema & Structured Data

    • Confirm Organization and LocalBusiness schema are in place.

    • Enable additional modules like FAQ or HowTo when relevant.

  4. Internal Linking & Alt Text

    • Deploy suggested internal links for contextual navigation.

    • Add or refine alt text on all images, using keyword variations.

  5. Crawl & Canonical Settings

    • Address pagination or subdomain edge cases with correct canonicals.

    • Review crawl budget and user agent settings in OTTO.

  6. Validation & Lock

    • Check for keyword overlap—ensure unique targets per page.

    • Save changes and, if desired, lock metadata to prevent accidental edits.


3. Phase 2: Content Enhancement (Days 8–15)

Goal: Fill gaps in content, enrich pages, and plan ongoing posts. Check out the Loom tutorial here.

Step 1: Keyword Research & Organization

  • Copy the standard keyword template and clear dummy data.

  • Pull current rankings via SearchAtlas Site Explorer and filter out low‑volume (<50) or irrelevant terms.

  • Export refined keywords into the template, mapping KD, volume, ranking, CPC, and URL.

  • Define clusters based on core services; use the Content Planner with local modifiers to generate topics.

  • Prioritize low‑hanging fruit (KD ≤ 20, Volume ≥ 500) and striking distance (positions 2–20).

  • Group keywords into Current Rankings, New Opportunities, and Low‑Hanging Fruit.

  • Remove duplicates and manually verify relevance.

  • Summarize key clusters, highlight top opportunities, and format for review.

Step 2: Keyword Optimization in Knowledge Graph

  • Review current top keywords for each page.

  • Resolve cannibalization by assigning unique sets of three primary keywords per page.

  • Prioritize high‑intent keywords for conversion pages and informational terms for blog sections.

  • Save all updates and confirm alignment with overall strategy.

Step 3: Content & On‑Page Enhancements

  • Approve and deploy missing keywords suggested by OTTO.

  • Add recommended headings and update copy accordingly.

  • Refresh images and ensure alt text is complete and descriptive.

Step 4: Social Metadata & Indexing

  • Implement Open Graph and Twitter Card tags for each page.

  • Submit pages to OTTO’s Dynamic Indexing tool for expedited re‑crawling.

Step 5: Semantic & Trust Schema

  • Enable Knowledge‑Based Trust and factual schema modules where applicable.


4. Phase 3: Efficient Authority Building (Days 16–30)

Goal: Strengthen authority signals and maintain content momentum.

Step 1: PR & Press Release

  • Draft a press release in OTTO’s PR tool.

  • Distribute via wire or multiple channels to generate 20–100 backlinks.

  • Leverage Dynamic PR for broader reach if needed.

Step 2: Cloud Stacks & Citations

  • Build 13 high‑DA interconnected properties each month.

  • Publish 50–120 local directory listings with consistent NAP details.

Step 3: GBP Posts & Q&A

  • Schedule four posts and four Q&A entries in the Business Profile section.

  • Approve and drip‑feed AI‑generated drafts over the phase.

Step 4: Review Management

  • Bulk‑respond to existing reviews using pre‑approved templates.

  • Remove manual approvals once response accuracy is validated.

Step 5: Ongoing Content & Outreach

  • Publish one blog post per week from the topical map.

  • Seek guest post opportunities via the Digital PR marketplace.

  • Rotate PR channels, anchor texts, and landing pages monthly.


Resources & Support

Need assistance? Start a conversation using the chat icon in the bottom right hand corner of any page on Search Atlas.

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