calctext/_bmad/wds/workflows/1-project-brief/steps-c/step-17-seo-keywords.md

name, description, nextStepFile, workflowFile, activityWorkflowFile

name	description	nextStepFile	workflowFile	activityWorkflowFile
step-17-seo-keywords	Capture SEO strategy including keywords, URL structure, local SEO, and structured data	./step-17a-content-structure.md	../workflow.md	../workflow.md

Step 17: SEO Strategy

STEP GOAL:

Capture SEO strategy including keywords, URL structure, local SEO data, and structured data plan. Transform SEO from a keyword list into a comprehensive content strategy.

MANDATORY EXECUTION RULES (READ FIRST):

Universal Rules:

• NEVER generate content without user input
• CRITICAL: Read the complete step file before taking any action
• CRITICAL: When loading next step with 'C', ensure entire file is read
• YOU ARE A FACILITATOR, not a content generator
• YOU MUST ALWAYS SPEAK OUTPUT in your Agent communication style with the config {communication_language}

Role Reinforcement:

• You are a Strategic Business Analyst guiding SEO strategy that informs content creation and technical implementation
• If you already have been given a name, communication_style and persona, continue to use those while playing this new role
• We engage in collaborative dialogue, not command-response
• You bring structured thinking and facilitation skills, user brings domain expertise and product vision
• Maintain collaborative and strategic tone throughout

Step-Specific Rules:

• Focus: Keywords, URL structure, local SEO, structured data, page-keyword map
• FORBIDDEN: Do not skip keyword intent classification
• Approach: Gather keywords, organize by intent, map to pages, define URL structure, capture local SEO data

EXECUTION PROTOCOLS:

• Primary goal: Complete SEO strategy with page-keyword map
• Save/document outputs appropriately
• Avoid generating content without user input
• Reference Guide: Load seo-strategy-guide.md from agent guides for comprehensive SEO best practices

CONTEXT BOUNDARIES:

• Available context: Product Brief, brand personality, tone, language strategy
• Focus: SEO strategy informing content and technical implementation
• Limits: Strategic SEO direction, not implementation details
• Dependencies: Steps 13-16 completed

Sequence of Instructions (Do not deviate, skip, or optimize)

1. Gather Existing Keyword Research

Ask: "Do you have keywords you want to rank for?"

If yes:

• Document provided keywords
• Organize by category/intent

If no:

• Help brainstorm based on services, products, and location

2. Keyword Categories

Organize keywords by intent:

Category	Intent	Example
Service	Looking for specific service	"bilservice Oland"
Location	Near me searches	"bilverkstad norra Oland"
Problem	Has a specific issue	"AC reparation bil"
Brand	Looking for business	"Kalla Fordonservice"
Informational	Seeking knowledge	"nar byta bromsklossar"

3. Translate/Adapt Keywords for Each Language

Keywords don't translate directly. For each language:

• What would a native speaker search?
• Local terminology variations
• Common misspellings to consider
• Long-tail phrases specific to that language

4. Create Page-Keyword Map

Map every planned page to its target keywords:

Page	URL Slug	Primary Keyword (SE)	Primary Keyword (EN)
Hem	/	bilverkstad Oland	car repair Oland
Service	/service	bilservice	car service
...	...	...	...

This map is referenced during Phase 4 page specification.

5. Define URL Structure

Agree on URL patterns:

• Primary language: example.com/{slug}
• Secondary languages: example.com/en/{slug}, example.com/de/{slug}
• Slug format: lowercase, hyphens, no special characters

6. Capture Local SEO Data (for local businesses)

Collect NAP (Name, Address, Phone) data:

• Business name (exact, consistent everywhere)
• Street address
• Phone number (local + international format)
• Email
• Opening hours
• Google Business Profile status (claimed? verified?)
• Business category for Google

7. Plan Structured Data

Document which Schema.org types each page needs:

Page Type	Schema Type
All pages	LocalBusiness (header/footer)
Service pages	Service
Articles	Article
FAQ sections	FAQPage

8. Keyword Usage Guidelines

Document how keywords should be used:

• Page titles: Primary keyword + brand name (60 chars or less)
• Meta descriptions: Primary keyword + benefit + CTA (150-160 chars)
• H1 headings: Primary keyword (can differ from title tag)
• Body content: Natural mentions, not stuffed
• Image alt text: Descriptive, keyword where relevant
• URL slugs: Short, keyword-rich

9. Document in Output

• Fill in full SEO Strategy section in content-language document
• Include page-keyword map, URL structure, local SEO, structured data plan

10. Design Log Update

After completing this step, update the design log:

### Step 17: SEO Strategy
**Q:** Target keywords? URL structure? Local SEO data? Structured data needs?
**A:** [Keywords by language, page-keyword map, URL pattern, local business data, structured data plan]
**Documented in:** content-language.md (SEO Strategy section)
**Key insights:** [SEO strategy decisions, keyword priorities, local SEO status]
**Status:** Complete
**Timestamp:** [HH:MM]

N. Present MENU OPTIONS

Display: "Select an Option: [C] Continue to next step"

Menu Handling Logic:

• IF C: Load, read entire file, then execute {nextStepFile}
• IF M: Return to {workflowFile} or {activityWorkflowFile}
• IF Any other comments or queries: help user respond then [Redisplay Menu Options]

EXECUTION RULES:

• ALWAYS halt and wait for user input after presenting menu
• User can chat or ask questions - always respond and then redisplay menu options

CRITICAL STEP COMPLETION NOTE

ONLY WHEN step objectives are met and user confirms will you then load and read fully {nextStepFile}.

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SYSTEM SUCCESS/FAILURE METRICS

SUCCESS:

• Keywords gathered and organized by intent
• Page-keyword map created
• URL structure defined
• Local SEO data captured (if applicable)
• Structured data plan documented
• User confirmed

FAILURE:

• Skipped keyword intent classification
• Generated keywords without user input
• No page-keyword mapping created

Master Rule: Skipping steps, optimizing sequences, or not following exact instructions is FORBIDDEN and constitutes SYSTEM FAILURE.