The playbook
SEO And PPC Strategy: Template and Field Guide
This SEO and PPC strategy template turns a broad task into a record another person can use. It captures query theme, organic page, paid offer, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
Put the task in context
Compare query themes and conversion quality to identify useful landing pages and unanswered buyer questions. Paid search can supply offer feedback, but it does not prove organic ranking potential. Keep channel costs and attribution definitions clear when evaluating the combined journey.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| query theme | Record the query theme associated with this client or workflow record. Use a stable reference so later updates can be matched. |
| organic page | Record the organic page associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| paid offer | Record the paid offer associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| shared lesson | Record the shared lesson associated with this client or workflow record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with query theme. Use the same reference throughout the record so notes are not attached to the wrong item. Then map shared query themes offers and landing pages. This establishes the information required before the worksheet becomes a request for action.
Next, use channel evidence to identify useful content or offer gaps. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as assuming paid search data transfers directly to organic ranking potential, rather than a broad instruction to “improve performance.”
Finally, evaluate combined outcomes without double-counting conversions. Put use it as one input alongside search intent and organic evidence in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Assuming paid search data transfers directly to organic ranking potential |
| Action | Use it as one input alongside search intent and organic evidence |
| First check | Map shared query themes offers and landing pages |
| Follow-up check | Evaluate combined outcomes without double-counting conversions |
| Outcome to define | qualified search outcomes across channels |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If organic page changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep qualified search outcomes across channels connected to the item so the team can later assess whether the action was useful.
Prefer a small set of shared definitions across marketing, sales, and delivery. If a qualified lead or accepted deliverable means something different to each team, the disagreement will reappear in reports and client conversations.
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