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SOP: Creating and Optimizing Landing Pages with Search Atlas & OTTO

Updated over 3 months ago

Purpose

This SOP guides users through the process of creating an SEO-optimized landing page, importing competitor insights, structuring content, and deploying a fully functional page.

Tools Required

  • Search Atlas

  • OTTO (AI-powered SEO and Landing Page builder)

  • Google Docs (for optional content review)

  • WordPress (if publishing via CMS)


Step 1: Researching and Selecting a Target Website

  1. Identify a niche and location for your landing page. Example: Roofing services in Las Vegas.

  2. Use Google Search to find a struggling website (preferably ranking on Page 2 or lower).

  3. Open the competitor's website and analyze its content gaps.


Step 2: Setting Up the Folder in Search Atlas

  1. Create a new project folder for the client or business in Search Atlas.

  2. Enter the following details:

    • Website URL

    • Business Purpose (e.g., Attract homeowners in Las Vegas for roofing services)

    • Niche (Roofing)

    • Target Audience (Homeowners in Las Vegas)

    • Search Intent (Commercial, Navigational, Transactional)

    • Business Intent (Service-based)

    • Company Background (Extract details from the homepage, About Us, and Google Business Profile)

    • Preferred AI Model (Claude recommended for less AI artifacts)

    • Writing Parameters:

      • Tone: Professional, Third-person

      • Act as: A roofing contractor

      • Reading Level: 8th grade

      • Content Length: Short (Landing page focused)

      • Writing Style: Helpful, Informative, Persuasive

      • FAQs: Short

      • Tables & Lists: Enabled

      • Short Paragraphs: Enabled

  3. Internal & External Linking Strategy:

    • Required Links: Homepage, Service Page, Contact Page

    • Optional Links: Additional service pages if relevant


Step 3: Competitor & Keyword Research

  1. Use Search Atlas Site Explorer to analyze a top-ranking competitor’s page.

    • Find top-ranking keywords for a similar service page.

    • Export competitor keyword data (high volume, high CPC, non-branded).

  2. Select the primary keywords for the landing page (e.g., "roof repair Las Vegas").

  3. Import the page you are working on into Content Genius:

    • Input the client’s URL.

      1. Skip this step if starting a new page from scratch!

    • Set the Location (Las Vegas, NV).

    • Add Primary and Related Keywords.

    • Create an Article Draft for optimization.

  4. Analyze Content Score:

    • Review current content against competitors.

    • Compare word count, entity usage, and structure.

    • Use entity extraction to improve content quality.


Step 4: Creating the AI-Optimized Landing Page

  1. Structure the Landing Page Content:

    • Select "Landing Page" mode in Search Atlas Content Genius.

    • Generate an outline (review headings, sections, and ordering).

    • Modify or add headings to match the desired page layout.

    • Ensure proper CTAs (Call-to-Actions) are placed strategically.

    • Include testimonials, social proof, awards, and FAQs for conversion optimization.

    • Embed internal links where relevant.

  2. Optimize for Entities & SEO:

    • Remove irrelevant entities (e.g., locations not related to the target area).

    • Include People Also Ask questions for additional FAQ content.

    • Generate AI images relevant to the business (e.g., "Roofer working on a Las Vegas home").

  3. Generate Content Using AI:

    • Use "Write with AI" (customized outline).

    • Ensure contextual references (company details, awards, etc.).

    • Proofread and refine the content for accuracy.


Step 5: Deploying & Publishing the Landing Page

  1. Preview & Edit the AI Landing Page in OTTO:

    • Use the Landing Page Generator in OTTO.

    • Define Page Name, City, and Services Offered.

    • Select Color Palette (or let AI suggest one).

    • Set up Hero Section with an image and CTA.

    • Define Page Layout (Zigzag headers, Testimonials, FAQs, Google Maps embed, Contact Form).

      • Sample Prompt - “Hero section with a high quality image of a roofer. Include a click to call button in the hero section. Create 4 zig zag headers with CTAs under each. Include a customer testimonial section. Include a FAQ section. Include a Google Map Embed. Include a contact form at the bottom of the page.”

    • Generate the landing page layout.

    • Modify sections as needed (Edit HTML for fine-tuning).

  2. Export & Implement the Landing Page:

    • If using WordPress:

      • Use WordPress Sync to publish the page.

      • Select Publish as a new post or Sync to an existing page.

    • If using a custom CMS:

      • Export as HTML.

      • Open in a code editor or visualization tool.

    • If using a static site builder:

      • Copy and paste the AI-generated content into the site template.

  3. Final Review & Approval:

    • Assign a team member to review and approve the content.

    • Ensure compliance with brand voice and SEO best practices.

    • Publish the page and monitor organic rankings and traffic.


Step 6: Monitoring & Iteration

  1. Track performance metrics:

    • Content Score Improvements

    • Keyword Rankings

    • Click-Through Rate (CTR)

    • Conversion Rate

  2. Update content periodically based on competitor movements and Google updates.

  3. Use A/B Testing for variations in CTAs, headlines, and images.


Additional Notes

  • If the client lacks budget for custom design:

    • Use OTTO’s AI Landing Page Builder for a cost-effective solution.

    • Modify generated pages to align with brand guidelines.

  • For high-touch clients:

    • Develop custom templates in WordPress/Figma for better aesthetics.

  • For PPC landing pages:

    • Keep content concise and conversion-focused.

    • Apply No-Index tags to prevent organic ranking conflicts.

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