Guides you can plan against. Field notes from live work. Tools that run in the browser. Definitions we actually use. Written from Austin, Texas — everything here is the same thinking we bring to engagements with Austin and Central Texas operators.
End-to-end operating manuals. Each guide is a working plan, not a summary — designed to be used inside a program, not just read.
Editorial notes from live engagements — what changed in search this month, what earned citations, what stopped working.
Small, sharp tools we built for ourselves and opened up. No sign-up. No email. They run in the browser.
36 terms across classical SEO, AI search, local, technical, and analytics — defined the way we use them in engagements.
Not lead magnets. These are the working checklists, runbooks, and reporting skeletons we use internally at Optimize Plus. Download them as CSV or Markdown — no form, no email, generated in your browser.
The 62-point checklist we run on every new engagement, ordered by the sequence we actually work in — crawl, index, render, speed, structure.
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Week-by-week plan for a new location: profile build, citation core, review engine, on-page city pages, and the reporting cadence.
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The four-axis scoring sheet behind the GEO Success Matrix™ — answer clarity, entity strength, topical placement, freshness — with scoring rules.
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The brief format we hand writers: intent, entity list, answer-first block, required sources, internal link targets, and the anti-slop rules.
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The reporting skeleton we use with clients — outcomes first, then leading indicators, then the work log and next month's plan.
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Pre-launch, launch-day, and post-launch checklist for redesigns, replatforms, and domain moves — the phases where most traffic is lost.
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Tick what's genuinely true on your site. The score is weighted the way we weight it in a real audit — crawl and content carry more than schema — and the panel ranks what to fix next by impact, not by how easy it is.
If a page can't be reached and stored cleanly, nothing else you do matters.
Fix the unchecked items before spending another dollar on content or links.
+15 more once these are done.
Most schema tutorials show isolated blocks. The part that matters is the wiring: stable @id values that let Organization, LocalBusiness, WebSite, Article, and Person resolve to one entity instead of eight strangers. Pick a node to see what it does and copy the snippet.
This is the node search engines and assistants resolve your brand against. Everything else on the site points back to it, which is why it lives at a stable @id and never gets duplicated per page.
Connects: Referenced by WebSite.publisher, Article.publisher, LocalBusiness.parentOrganization, and Person.worksFor.
{
"@type": "Organization",
"@id": "https://example.com/#organization",
"name": "Your Company",
"url": "https://example.com/",
"logo": "https://example.com/icon-512.png",
"sameAs": [
"https://www.linkedin.com/company/your-company",
"https://x.com/yourcompany"
]
}Want to generate your own? LocalBusiness Schema Generator and the Schema Explorer tool do the boilerplate for you.
If any of it maps to a problem you're carrying, the fastest next step is a 30-minute conversation. We'll tell you what we'd do, whether we're the right fit, and either way you'll leave with a clearer picture.
Most agency "resource centres" are a pile of blog posts sorted by publish date, which is easy to build but useless to navigate. We organised ours around how the work actually gets done: strategy first, then current context, then hands-on diagnosis, then precise language. Each layer exists because the one before it creates a need the next one answers.
Pillar guides sit at the top because they are the operating plan — what to do, in what order, and why. They are deliberately long, because a genuine operating manual for technical SEO, local SEO, or AEO/GEO cannot be compressed into a listicle without losing the sequencing that makes it work. Field notes sit underneath because search changes month to month, and a static guide cannot capture what's shifting right now in AI Overviews, algorithm updates, or what's earning citations this quarter — the publication is where that lives. Interactive tools exist because reading about a problem and diagnosing your own site are different tasks; the audit visualiser, schema explorer, and SERP simulator let you apply the thinking to your own domain rather than take our word for it. The glossary sits at the base because none of the above works if the vocabulary is unclear — every guide and field note links back to relevant terms rather than re-explaining them inline.
Run the audit visualiser first to see where you stand, read the Local SEO Playbook if you serve a physical area, then skim the glossary entries for E-E-A-T and Core Web Vitals so vendor conversations make sense.
Start with the Complete Guide to SEO for the full operating structure, download the reporting-skeleton template to check your own tracking setup, then follow the publication monthly to stay current on AI-search shifts.
Go straight to the Technical SEO Audit Checklist and the Schema Explorer, use the Schema Generator tool for implementation, and reference the glossary for precise definitions of crawl budget, rendering, and structured data terms.
If you are working through the library systematically rather than dipping in for one answer, this order tends to build understanding rather than fragment it: read the relevant pillar guide in full before touching a tool, since the guide explains why a metric matters and the tool only shows you the number. Run the audit visualiser or relevant diagnostic tool second, so the guide's abstractions become specific findings about your own site. Use the glossary as a reference throughout rather than reading it front to back — it is built for lookup, not linear reading. Finally, check the publication for anything that might have changed since the guide was last reviewed; search moves fast enough that a guide written eight months ago can be missing a recent shift in how AI Overviews cite sources.
Every quarter we review the pillar guides against what actually happened in search over the previous three months — confirmed algorithm updates, changes to how AI Overviews or ChatGPT cite sources, and shifts we've observed directly across live engagements. Guides get updated in place rather than replaced with a new post, so a bookmarked link stays current. The glossary gets the same review: terms get sharpened as our own usage settles, and new terms get added as the field introduces them — GEO and AEO, for instance, were added once they became terms clients were actually asking about, not before. Interactive tools are checked for accuracy against current best practice — for example, the audit visualiser's pillar weightings are revisited if the balance between technical health and content quality shifts in how search engines actually reward sites. Anything that no longer reflects how we'd advise a client today gets flagged and either rewritten or retired, rather than left live to quietly go stale.