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
Identify a niche and location for your landing page. Example: Roofing services in Las Vegas.
Use Google Search to find a struggling website (preferably ranking on Page 2 or lower).
Open the competitor's website and analyze its content gaps.
Step 2: Setting Up the Folder in Search Atlas
Create a new project folder for the client or business in Search Atlas.
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
Internal & External Linking Strategy:
Required Links: Homepage, Service Page, Contact Page
Optional Links: Additional service pages if relevant
Step 3: Competitor & Keyword Research
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).
Select the primary keywords for the landing page (e.g., "roof repair Las Vegas").
Import the page you are working on into Content Genius:
Input the client’s URL.
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.
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
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.
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").
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
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).
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.
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
Track performance metrics:
Content Score Improvements
Keyword Rankings
Click-Through Rate (CTR)
Conversion Rate
Update content periodically based on competitor movements and Google updates.
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.