Seo Playbook

SEO/GEO Playbook

A method for **architecting a website's page surface for search and AI visibility** — and for auditing one that already exists.

Packaged as a [Claude Code](https://claude.com/claude-code) skill, so it loads automatically whenever SEO work comes up.

The premise

Most people treat SEO as something applied to a site after it exists. That is backwards, and it caps the ceiling.

**The page surface of a site *is* its SEO strategy**, and it is an architecture decision made before the first line of code.

This playbook was reverse-engineered from a production site that competes successfully in a heavily commoditised category. Functionally that site is *one tool* — a single JS bundle, a single stylesheet, a router mapping a URL slug to a preset. Product necessity would justify about three pages. It ships **several hundred**.

Those extra URLs are not features. They are deliberately manufactured **search surface**: the same tool, wrapped hundreds of times over in prose written for one specific query each. That single decision is the whole strategy.

The playbook generalises the method, then cross-checks every claim against primary documentation from Google and the standards bodies.

Who this is for — and who it isn't

**Use it for** sites that must *manufacture* demand capture: tools, catalogues, marketplaces, comparison products, documentation, anything with a matrix of things people search for.

**Don't use it for** personal sites, portfolios, blogs, studios or agencies. Those rank on brand, singular content and earned links — a generated page surface would actively harm them. Three such sites studied for this playbook rank at the top of genuinely competitive queries with *no structured data, no canonical tags and no robots meta*; one ships a title tag reading, in full, `About`. If that's your site, skip to [`reference/09-authority.md`](reference/09-authority.md).

Two modes

Mode	When	Start at
A — Architect	Site