🚀 OTTO 30 Day SOP | Search Atlas

This guide is designed to help you go from zero to fully optimized in just one month. Whether you’re new to Search Atlas or setting up OTTO for a client, the following steps will walk you through everything: from creating your first project, to optimizing your site’s content and structure, to building authority and reporting on results.

We’ll move in phases, so you always know what to focus on:

Day 0 → Getting everything ready for OTTO to work effectively.
Phase 1 (Days 1–7) → Building the technical foundation of your site.
Phase 2 (Days 8–15) → Enhancing content for rankings and conversions.
Phase 3 (Days 16–30) → Establishing authority and maintaining momentum.

👉 Each step is explained in plain language, with clear instructions on where to click and what to do, so you can confidently follow along even if this is your first time using Search Atlas.

📺 Watch the session replay here!

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 & Audit → All Sites.
Click + Create, enter the domain, and complete the setup.
In the setup screen, choose the correct Google Search Console property (World, US, or specific region).
Click Manage to remove defaults and select the right one.
Grant or request access to the Google Business Profile, then link it in OTTO.
⚠️ 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 precisely 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.
You can get this link by going to Google Maps → select your business → Share → click on the "Embed a map" tab → Click on Copy HTML.
✅ Correct: https://www.google.com/maps/embed?pb=!1m18!1m12!1m3!1d3021.8376...
❌ Incorrect: https://goo.gl/maps/...
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

From OTTO & Audit → All Sites, select your site.
If needed, click + Create, then copy your Pixel UUID/script.
Follow the platform-specific guide for WordPress, Shopify, or Webflow.
Paste the pixel snippet into the site header and verify tracking in OTTO’s dashboard.

Step 5: Initial Top Pages Setup

Open Knowledge Graph → Top Pages.
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.

Phase 1: Technical Fundamentals (Days 1–7)

Goal: Ensure critical pages adhere to SEO best practices.

Optimize Metadata

Title tags: Front-load primary keywords, keep under 70 characters.
Meta descriptions: Write concise CTAs and include primary keywords.

Headings & Page Structure

Add or correct H1 tags on service, product, and location pages.
Ensure H2–H4 subheadings follow a clear hierarchy.

Schema & Structured Data

Confirm the Organization and LocalBusiness schema are in place.
Enable additional modules like FAQ or HowTo when relevant.

Internal Linking & Alt Text

Deploy suggested internal links for contextual navigation.
Add or refine alt text on all images, using keyword variations.

Crawl & Canonical Settings

Address pagination or subdomain edge cases with correct canonicals.
Review crawl budget and user agent settings in OTTO.

Validation & Lock

Check for keyword overlap — ensure unique targets per page.
Save changes and, if desired, lock metadata to prevent accidental edits.

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 Search Atlas Site Explorer.
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 the overall strategy.