SEO Specialists will be assigned Pre-Sweep build tasks with due dates.

• Change the task status to “in progress” as you begin working on the task

• Change the task status to “completed” once you’ve finished the task

Timeline expectations for Tasks

• Client feedback
  • <1-3 activities due 1-2 days
  • for >5 activities, due 3-5 days
  • Any changes to the site structure + new pages added from the initial sitemap will get assigned by OB PC with client feedback task
  • if SEO specialists are getting private slacks from WCSs around pages being added, they need to tell the WCSs to tell the PCs to create a feedback task for them
• Go-live sweep (redirects) – 1 day from task assignment (mark task as completed & post in slack as completed)
• Post-live tech audit (live check) – 1 day from task assignment (mark task as completed & post in slack as completed)

OB PC <> SEO specialist buddies

• Tasks are all now being automatically assigned
• SEOs & PCs are buddied
• If SEO specialist is going OOO or needs tasks rescheduled – please give your PC a heads up and coordinate accordingly.

The SEO Specialist will complete the following:

Within the page optimizations tab:

• Populate all pages with old URLs, Optimized URLs, Optimized H1s, Optimized Meta Titles, Optimized Meta Descriptions, and top keywords.
• Include the remaining optimized URLs from the GlooMap created by the PC/PM, along with their old URLs and top keywords. (Note that these pages will not have optimized content or copy initially).
• Process Variation
  • If Gold/Growth, manually optimize all pages
  • If tiers 4 or 5 (regardless of package type), manually optimize all pages
  • If Silver/Essential (tiers 0-3), only manually optimize 3-5 & run the script for remaining pages
• Address any major feedback or edits. The SEO Specialist will only update the pre-sweep based on feedback if a key page is affected (e.g., adding a new location, completely restructuring the site, or removing a key page). All other updates (new activities, FAQ page updates, combined activities, etc.) will be handled by the WCS.

When to Run Each Script

• Redirects Script
  • This script should be run when it is time for the Go-Live Check.
  • Make sure the fh.me section is filled out by the WCS.
  • Double check the fh.me column to make sure that the URLs should be the final destination before you run the two redirect scripts:
    • Process Redirects > Cleanup Redirects
  • Upload redirects tab into WordPress.

Pre-Sweep Creation Steps – Overview

• SITEMAP
  • Take a screenshot of the site structure / sitemap (should be formatted by PC with Activity Name + Activity Number).
  • Upload it to a Google Drive folder: (personal Drive is OK).
  • Change sharing settings: Anyone with the link: Editor.
  • Paste the shareable link into cell A6 (labeled Structure Link).
• START FILLING IN SPREADSHEET
  • A4 (Company Name): Used in title tags (after pipe).
  • F2 (Optimize URL): Use domain format shown in Airtable/Raw Data.
• NAVIGATE TO FAREHARBOR DASHBOARD
  • Go to fareharbor.com/admin, log in.
  • Switch to the client’s company (e.g., SSD Tactical Training).
  • Navigate to Items.
  • Copy/paste all items into the “Dashboard Activities” tab.
  • The script will automatically match them with the site structure.
• RUNNING THE SCRIPTS
  • Script 1: Extract Site Structure and URLs
    • Location: Pre-Sweep > Extract Site Structure and URLs
    • Script:
      • Pulls dashboard item names.
      • Populates optimized URLs.
      • Adds activity page labels.
    • Clean up:
      • Remove pages like “more” or duplicated parent pages.
      • Use Find & Replace to clean unwanted nesting (e.g., more/).
• MATCHING OLD URLS
  • Manually map current URLs to optimized ones.
  • Confirm the matching Title Tags, Meta Descriptions, H1s.
• USING AI SCRIPTS
  • Choose 3–5 Manual Pages
    • Mark which ones you’ll manually optimize (activity pages recommended).
    • Leave others blank to allow AI script to populate them.
    • If it is a growth client all pages should be optimized manually by the SEO not using AI
  • Title Tags
    • Script: Pre-Sweep > Fill Title Tags AI
    • Uses:
      • Optimize URL
      • Item names (Column C)
      • Primary keyword
      • Existing title tags
    • Review and refine as needed.
  • Meta Descriptions
    • Script: Pre Sweep > Fill Meta Descriptions AI
  • H1s
    • Script: Pre-Sweep > Fill Optimized H1s (Not AI-generated).
    • Pulls from:
      • Optimized title tags (without company name)
      • Item names
    • Note: H2s are to be handled by the Copy Team.

Configure

Before starting the crawl there are a few things you need to configure. First, we need to make sure that the crawler always follows redirects.

To do this do the following:

1. Select “Configuration” from the top menu.
2. Click on “Spider”.
3. Select the “Advanced” tab and check the “Always Follow Redirects” box.

Start Screaming Frog Crawl

Paste the domain of the site into the bar in Screaming Frog, be sure to remove https://, www, and any backslashes at the end so that we crawl each and every page on the site. Click “Start” and wait for the crawl to finish.

Pull the Required Reports from Screaming Frog

Once the Screaming Frog crawl has completed you’ll need to export and save the following report as a CSV file:

Raw Data – Beneath the search bar at the top of Screaming Frog, click the Internal tab at the top left if not pre-selected. The filter beneath the top set of tabs should be set to “HTML”. Click “Export” while in the URL Details Tab to download the CSV needed to import into your Pre-sweep’s Raw Data tab.

Video Walkthrough: 3 minutes

For your Pre-Sweep, you will need to grab organic rankings from SEMRush. This allows the “Primary Keywords” script to run and pull in the keywords that each URL ranks for in the “All Pages” tab. You will also use this data to find additional orphaned pages

To grab rankings from SEMRush:

1. Go to SEMRush.com and log in

   • Use the correct credentials

     1. Use your personal credentials that have been granted. Users should not share login credentials.

   • You should have your own set of projects. You will need to delete old projects in order to create new ones. If you are not able to create new projects after deleting your old projects, message your team lead for further instruction.

2. In SEMRush, from the home screen enter your domain (no https:// or subdomains)

3. Select “Organic Research” in the side menu and select the positions tab

4. Select the database (represented by the flags under the Organic Research title) that holds the most keywords and traffic.

5. Export the list as a csv

Video Walkthrough: 2 minutes

Create Your Pre-Sweep Doc

1. Create a copy of the pre-sweep template and rename it as [company name] + pre-sweep

2. Move the new file to the company named folder in the shared FareHarbor Websites (File > Move)

3. If a folder has not already been created in the FareHarbor Websites Shared Drive create one for the company and save the pre-sweep in there

Import Raw Data and Run the All Pages Script

Populate the Raw Data tab of Screaming Frog in the Pre-sweep Doc

1. Go to the Raw Data tab and click File > Import
2. Find the Raw Data file and upload it
3. When prompted select “Append to Current Sheet” and click “Import Data”
4. If the “Internal – HTML” column populates in Row 1 delete the row
5. Next Run the All Pages Script (in menu click Pre-Sweep > All Pages)
6. The “All Pages” tab should now be populated

Import SEMRush Keywords

1. Go to the SEMRush Rankings tab and import the SEMRush keyword rankings
2. Append it to the sheet
3. Run the “Primary Keywords” script. This will populate the keywords with the appropriate URL on the All Pages tab

SEMRush Orphaned Pages

SEMRush often finds pages that rank and drive traffic that Screaming Frog missed. When you import your list of SEMRush rankings into the tab (see above) it will auto populate the SEMRush Orphaned pages tab.

1. Navigate to the SEMRush Orphaned Pages tab
2. Check if both column B & C (“In GA Orphaned Pages?” and “In the All Pages Tab?”) have “#N/A” for each URL listed. If “#N/A# is listed in both columns then this URL has not yet been accounted for in the “All Pages” tab
3. Copy and paste all of the URLs not accounted to the bottom of the “All Pages” tab

Dashboard Activities

1. To grab the list of items out of the Dashboard, go to the FareHarbor Dashboard, and click “Go to a Company”, then type in the shortname of the company and navigate to its Dashboard.
2. Copy all items that need to be transferred over to the website (reach out to the Project Coordinator if you are not sure which activities need to be on the website).
3. Paste them in to the Dashboard Activities tab by right clicking and selecting “Paste Values Only”

Video Walkthrough: 6 minutes

From here the process is a mix of manual optimization and AI-assisted work. No matter how automated the Pre-sweep is for a client’s service level, you’ll always need to be confident the Page Optimizations tab reflects a balance of research-backed structure and meeting client demands.

Important Context

Before beginning this process, review the GlooMap built by the PC, found in the Airtable project record. This screenshot or link is often in the PM/PC Notes field or Attachments field. The PC builds a diagram based on their review of the site and the client’s requests for the new structure. This is how we’re confident we’re optimizing or including the pages that meet client demands.

Page Optimization Automated Setup

Completing this tab is expedited by using scripts from the “Pre Sweep” menu tab. They only succeed if you prepare the Page Optimization tab with a few vital cells:

1. Place the planned homepage URL in the first Optimized URL cell (F2).
2. Place the company name (as it should appear in title tags) under COMPANY NAME (A4).
3. Take a screenshot of the GlooMaps file from the project airtable card and upload it to a personal Google Drive.
4. Select the “more actions” (three stacked dots to the right of the file in Drive) and find the Share dropdown, selecting “Approvals” from there.
5. In the sidebar that appears, select “Details”.
6. Select “Manage Access” from Details, where “General access” must be changed to “Anyone with the link” as an Editor.
7. Copy the link (bottom left corner) and paste this into the Page Optimizations tab Structure Link cell (A6).

View a recording of this process by clicking below:

1. Organize the URLs brought over from All Pages into groups by page type, labeling the types as you go in the Page/Dashboard Item Name column.

   • Make sure to separate your Homepage from your Foundational pages or clearly label it. (see example below)

2. Group activity pages into the appropriate categories, or place them under your all activities page, however they will be nested on the new site

3. Add the optimized URL for each page that needs to be built to the “Optimized URL” column

   • Only change the URL for pages where there is not significant ranking (no on-topic keywords positioned between 1 – 50, for example). If you’re not sure whether a page is important enough to keep the same URL, reach out in #seo using the WCS > SEO workflow

   • Optimized URLs should always end in a trailing slash “/”.

   • Review the pages you are looking at and make sure the url matches the activity. Sometimes clients change information on a page but not the url, causing mixed-matched information.

   • Keep in mind the keywords the page ranks for and the keyword selected for the page to be optimized around. (this may require you to research for further context)

   • If changing the URL for any reason, make sure to remove/avoid “filler” words like “of”, “the”, “at” and other articles.

4. Leave any URL Notes where activities may need to be combined or other URL notes such as:

   • When you have combined pages

   • If you have found discrepancies on the client’s site versus the information pulled to the pre-sweep.

   • When you are calling out changes that have been made. New pages, url changes, trouble finding keywords, etc.

Optimizing Title Tags, Meta Descriptions, and Headings

Lastly, you’ll need to copy over your keywords and create an Optimized Title Tag, Optimized Heading and Optimized Meta Description for each page.

 * Follow the Title tag formula: Company Name | What and Where for Homepages. Page Name | Company Name for any others.

 * Meta Descriptions should mention relevant keywords (activity terms, locations, etc) and end with a call to action (like Book Now!)

 * Be sure to stay under the character count for each element: 60 Characters for Title Tags and 160 Characters for Meta Descriptions (they are displayed to the right of each column). 

 * Every Activity Page will need a keyword optimized H1.

Video Walkthrough: 12 minutes

Once you’ve finished your Page Optimizations tab we just need to finalize the document

1. Hide every tab except for: Page Optimizations, All Pages, FH.ME URL MATCHING, and SEMRush Rankings.

2. Make sure the document is shared to and editable by all FareHarbor employees.

   1. Click “Share” in the top right corner of your new Pre-Sweep.
   2. In the window that pops up, under General access, toggle from Restricted to FareHarbor.
   3. A second drop down appears to the right. Toggle to Editor – Must have link to access.
3. Add the Pre-Sweep Link to the AirTable

If a site doesn’t already have a domain then we’ll need to manually complete the keyword research.

Pre-Sweep Doc Setup for New Domains

1. Create a copy of the pre-sweep template and rename it as [company name] + pre-sweep
2. Move the new file to the company named folder in the shared FareHarbor Websites (File > Move)
3. If a folder has not already been created in the FareHarbor Websites Shared Drive create one for the company and save the pre-sweep in there
4. Make sure the document is shared to and editable by all FareHarbor employees
   1. Click “Share” in the top right corner of your new Pre-Sweep.
   2. In the window that pops up, under General access, toggle from Restricted to FareHarbor.
   3. A second drop down appears to the right. Toggle to Editor – Must have link to access.

Add Dashboard Activities

For new domains, we only need to use the Page Optimizations and Dashboard Activities tabs of the pre-sweep doc so we can hide or delete all other tabs.

First, fill your Dashboard Activities tab. This allows the scripts in the Page Optimization tab to automate later processes.

1. Go to the FareHarbor Dashboard, and click “Go to a Company”, then type in the shortname of the company and navigate to its Dashboard.
2. Copy all items that need to be transferred over to the website (reach out to the Project Coordinator if you are not sure which activities need to be on the website).
3. Paste values only in to the Dashboard Activities tab’s top left cell

Next, fill out the required fields in the Page Optimizations tab for the Extract Site Structure and URLs script.

1. Place the planned homepage URL in the first Optimized URL cell (F2).
2. Place the company name as it should appear in title tags under COMPANY NAME (A4).
3. Take a screenshot of the sitemap file from the project airtable card and upload it to a personal Google Drive.
4. Select the “more actions” (three stacked dots to the right of the file in Drive) and find the Share dropdown, selecting “Approvals” from there.
5. In the sidebar that appears, select “Details”.
6. Select “Manage Access” from Details, where “General access” must be changed to “Anyone with the link” as an Editor.
7. Copy the link (bottom left corner) and paste this into the Page Optimizations tab Structure Link cell (A6).

Click the thumbnail below for the video walkthrough.

Keyword Research

Sometimes you’ll need to perform keyword research on domains that aren’t currently ranking. This process can also be used for pages that weren’t on the site before or completely new domains.

1. Open SEMRush
2. In the left hand menu select Keyword Magic Tool
3. From here you’ll need to start researching what keywords the site is likely to rank for. Think location, name of the company, type of activity, variations of activity names or types of activities, etc. Another method is to Google the activity and location to see what other websites come up. You can then use the Organic Research tool in SEMRush to see what pages their competitors are ranking for and apply those to the necessary pages.
4. When possible try to use keywords that already have a monthly search volume listed. See the “Vol.” column in the screenshot below.
5. Do this for the home page, each activity and activity category pages.
6. List your Keywords out in the Keywords column on the Pre-sweep as you go

For a more advanced keyword research tips resource click here.

Sites with a New Domain Finishing Touches

Once your keywords are added, the last steps for a new domain are essentially identical to the regular pre-sweep

1. Go through and add your optimized title tags, optimized meta descriptions, and optimized headings for each page.
   1. If this is a Growth client, you must do this manually.
   2. For Essential clients, follow the instructions/video below to generate metadata for each page.
      1. Delete any “N/A” cells amongst the Title Tag, Meta Description, and H1 fields.
      2. Open the Pre-Sweep menu tab to find the first script: Fill Title Tag (AI).
      3. Check the script’s results, then move on to repeat the process with Fill Meta Descriptions and Fill Optimized H1 scripts.

2. Make sure the document is shared to and editable by all FareHarbor employees.
   1. Click “Share” in the top right corner of your new Pre-Sweep.
   2. In the window that pops up, under General access, toggle from Restricted to FareHarbor.
   3. A second drop down appears to the right. Toggle to Editor – Must have link to access.
3. Add the Pre-Sweep Link to the AirTable

1. Look up client location on a map – look to see if it is near a big city.

   • Example: Coomera is a town and suburb in the City of Gold Coast – a more well-known area. We prefer to use the exact location of the activity, but if no keywords are available we can go to the larger area.

2. If no organic keywords are showing, plug in keywords in magic tool with exact location and bigger city location. (Activity + location)

   • Example:
   • Bowling Coomera
   • Bowling Gold Coast
   • Bowling QLD
   • Bowling Queensland

3. Broaden keywords

   • Example:
   • Activities in Commera
   • Activities in Gold Coast

4. Include the best keywords into the pre-sweep.

   • The best keyword is the one that is most specific to the page/activity and also has search volume.
   • If the keyword is more general (such as Activities in Commera instead of Bowling Coomera) we still need to include ‘Bowling Coomera’ in the SEO title tags/meta descriptions but we can use the broad team as well. We have to convey the activity while fitting in keywords that will get the activity found in the search engines.

Once the SEO specialist finishes creating the pre-sweep:

• Duplicate the pre-sweep document
• Select “Keyword Matrix” tab to run script that will remove non-client facing info
• Copy & paste this URL to “Client Facing Keyword Matrix” field within the “SEO pre-sweep” task

Once the website build is completed by the WCS/WD, the SEO Specialist will be assigned a “implement pre-sweep” task due 2 days after the build completed date.

See this Importing the Pre-Sweep doc for further details.

FH.ME URL Matching

This task occurs as a dependency during the “Implement Pre-Sweep” Task.

This tab will be used to match up all the old URLs from the previous site to their new FH site addresses. There are array formulas on this sheet that should pull in information from the “All Pages” tab; therefore, if you have filled out the “All Pages” tab correctly, then this tab should already be populated as well. It should look similar to the following:

If the spreadsheet has not automatically populated the URL Matching tab’s “Old URL” column, manually copy and paste the URLs from the first column of the All Pages tab to move forward.

Each entry must have a corresponding address in the FH.me URL column (where the content from the Old URL will live on the new site, the most similar page, or another appropriate redirect destination). If there is no obvious page to redirect to, place the planned homepage URL.

Redirects

• After matching the old URLs with the FH.ME URLs go to the main menu, click on the Pre-Sweep drop down and run the REDIRECTS script.
• This will automatically update to a secure https:// and switch the fh.me to a .com domain.
• Check that all look right and then go to the Redirects tab, on the bottom, to see the group of URLs that changed.
• Download the Redirects tab as a CSV and go to the backend of the Wordpress Website to bulk import them. Tools > Redirection > Import/Export > Add File.
• After review all the existing Redirects to ensure there are no loops or previous redirects that lead to an old page.

See the Go-Live Steps for further details.

• Client feedback
  • due 1-2 days (<3 activities)
  • due 3-5 days (>5 activities)
• Any changes to the site structure + new pages added from the initial sitemap will get assigned by OB PC with a client feedback task.
• If SEO specialists are getting private slacks from WCSs around pages being added, they need to tell the WCSs to tell the PCs to create a feedback task for them.
• Responsibilities
  • If site structure changing: WCS changes site structure on the actual site, then the SEO specialist will update the pre-sweep accordingly with meta data, headings, keywords, etc. + re-import the pre-sweep.
  • If new page being added: SEO specialist will update the pre-sweep accordingly with meta data, headings, keywords, etc. + re-import the pre-sweep.
    • How to
      • Update pre-sweep
      • Pull export of site – match any new IDs from new pages added in the page optimization tab.
      • Re-run import script & re-import

Go-live sweep