Dominant intent
We define one main function for each URL and its boundary against the other pages.
Six gates from a problem to a measurable system.
Each phase has an input, an output and a reason for existing. If the sources or the business goal are missing, the work is not disguised with additional text or schema markup.
What does the work look like?
Inventory and sources
We list the visible content, the data, the entities, the analytics and the primary sources.
Topical and impact map
We map the clusters, micro-intents, internal links and every place a change will touch.
Content and code
Direct answers, semantic HTML, accessibility and one connected JSON-LD graph.
Pre-production validation
Links, canonicals, JSON and XML, mobile rendering, images, dates and consistency.
Measurement
We define the events, the Search Console segmentation, the baseline period and the rule for drawing a conclusion.
Why they are gates rather than steps
A step is something you complete and move past. A gate is something you can fail — and failing it sends the work back rather than forward.
The distinction matters most at the second gate. If the sources and the business goal are missing, the honest outcome is to stop and say so, not to compensate with extra text or schema markup. Structured data around content that has no evidence behind it is still content with no evidence behind it.
| Gate | Fails when |
|---|---|
| Dominant intent | Two URLs finish the sentence “this page exists so the reader can…” the same way |
| Inventory and sources | A claim has no source, no local data, no test and no direct experience |
| Topical and impact map | A change has no recorded list of the pages it affects |
| Content and code | The visible text and the machine layer state different values |
| Pre-production validation | Any broken link, invalid JSON-LD or outdated figure remains |
| Measurement | No baseline period exists, so no later change can be attributed |
What you receive
| Phase | Artefact | Check |
|---|---|---|
| Strategy | Topical map and entity–attribute matrix | Every URL has one dominant micro-intent |
| Implementation | Finished text and code, or a precise backlog | The visible content and the machine layer agree |
| QA | A validation record | No broken links, no conflicts, no invented data |
| Measurement | KPIs and a baseline period | No change is attributed to SEO without data |
The audit deliverable is shown in full on the audit example page, including findings from a live project.