The code and data behind xeiaso.net
Add SEO/AEO best practices skill from tigris-blog (#1161)
Copies the seo-aeo-best-practices skill including EEAT principles,
structured data patterns, technical SEO checklist, and AEO considerations.
https://claude.ai/code/session_01H2sEDhsTTK6nJix9ByNCoT
Co-authored-by: Claude <noreply@anthropic.com>
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.agents/skills/seo-aeo-best-practices/SKILL.md
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.agents/skills/seo-aeo-best-practices/SKILL.md
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---
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name: seo-aeo-best-practices
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description:
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SEO and AEO (Answer Engine Optimization) best practices including EEAT
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principles, structured data, and technical SEO. Use when implementing
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metadata, sitemaps, structured data, or optimizing content for search engines
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and AI assistants.
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license: MIT
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metadata:
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author: sanity
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version: "1.0.0"
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---
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# SEO & AEO Best Practices
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Principles for optimizing content for both traditional search engines (SEO) and
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AI-powered answer engines (AEO). Includes Google's EEAT guidelines and
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structured data implementation.
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## When to Apply
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Reference these guidelines when:
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- Implementing metadata and Open Graph tags
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- Creating sitemaps and robots.txt
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- Adding JSON-LD structured data
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- Optimizing content for featured snippets
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- Preparing content for AI assistants (ChatGPT, Perplexity, etc.)
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- Evaluating content quality using EEAT principles
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## Core Concepts
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### SEO (Search Engine Optimization)
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Optimizing content to rank well in traditional search results (Google, Bing).
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### AEO (Answer Engine Optimization)
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Optimizing content to be selected as authoritative answers by AI systems.
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### EEAT (Experience, Expertise, Authoritativeness, Trustworthiness)
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Google's framework for evaluating content quality.
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## Resources
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See `resources/` for detailed guidance:
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- EEAT implementation
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- Structured data patterns
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- Technical SEO checklist
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- AI/AEO considerations
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# AI/AEO Considerations
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Answer Engine Optimization (AEO) prepares content to be selected as
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authoritative answers by AI systems like ChatGPT, Perplexity, Google AI
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Overviews, and Bing Copilot.
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## How AI Selects Answers
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AI systems evaluate content based on:
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1. **Clarity:** Is the answer direct and easy to extract?
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2. **Authority:** Is the source trustworthy?
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3. **Comprehensiveness:** Does it fully address the question?
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4. **Recency:** Is the information up to date?
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5. **Structure:** Can the AI parse and understand it?
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## Content Structure for AI
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### Direct Answers First
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Lead with the answer, then explain.
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**Bad:**
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> The history of JavaScript dates back to 1995 when Brendan Eich... [500 words >
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> > later] ...JavaScript runs in the browser.
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**Good:**
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> JavaScript is a programming language that runs in web browsers. It was created
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> in 1995 by Brendan Eich...
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### Clear Headings
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Use descriptive H2/H3 headings that match user questions.
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**Bad:** "Overview" → "Details" → "More Information" **Good:** "What is X?" →
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"How does X work?" → "When should you use X?"
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### Lists and Tables
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AI extracts structured information more easily than prose.
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```markdown
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## Benefits of Structured Content
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- **Reusability:** Use content across channels
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- **Flexibility:** Change presentation without changing content
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- **Scalability:** Manage large content volumes
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```
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### FAQ Format
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Question-answer pairs are ideal for AI extraction.
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```typescript
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// Schema for AI-friendly FAQs
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defineType({
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name: "faq",
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type: "document",
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fields: [
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defineField({ name: "question", type: "string" }),
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defineField({ name: "answer", type: "text" }),
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defineField({
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name: "category",
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type: "reference",
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to: [{ type: "faqCategory" }],
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}),
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],
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});
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```
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## Technical Implementation
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### Structured Data (Critical)
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JSON-LD helps AI understand content type and relationships.
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```typescript
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// FAQ structured data
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const faqSchema = {
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"@context": "https://schema.org",
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"@type": "FAQPage",
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mainEntity: faqs.map((faq) => ({
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"@type": "Question",
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name: faq.question,
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acceptedAnswer: {
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"@type": "Answer",
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text: faq.answer,
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},
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})),
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};
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```
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### Canonical Content
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Ensure AI finds your authoritative version, not copies.
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- Set canonical URLs
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- Avoid duplicate content across pages
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- Use `rel="canonical"` for syndicated content
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### Freshness Signals
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AI systems prefer current information.
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- Display publish and update dates prominently
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- Update content regularly (even small updates signal freshness)
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- Use `dateModified` in structured data
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## Content Quality Signals
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### Author Credentials
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AI systems increasingly check author authority.
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- Display author name and credentials
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- Link to author profiles
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- Include author structured data
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### Citations and Sources
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Linking to authoritative sources increases trust.
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- Cite primary sources
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- Link to studies, documentation, official sources
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- Avoid circular citations (sites citing each other)
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### Comprehensive Coverage
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AI prefers content that fully answers questions.
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- Cover related questions users might have
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- Include definitions for technical terms
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- Address common misconceptions
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## Measuring AEO Success
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### Monitor AI Mentions
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Track when AI assistants cite your content:
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- Search for your brand + "according to"
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- Monitor traffic from AI platforms
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- Check Perplexity, Bing Copilot responses
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### Track Zero-Click Queries
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If AI answers questions directly, traditional rankings matter less.
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### Featured Snippet Capture
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Featured snippets often become AI answers. Track which you own.
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## AEO vs SEO Balance
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AEO and SEO largely align—quality content serves both. Key differences:
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| Aspect | SEO Focus | AEO Focus |
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| ------ | -------------- | ----------------------- |
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| Goal | Rank on page 1 | Be THE answer |
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| Format | Varies | Direct, structured |
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| Length | Often longer | Concise + comprehensive |
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| Links | Link building | Source citations |
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.agents/skills/seo-aeo-best-practices/resources/eeat-principles.md
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# EEAT Principles
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Google's EEAT framework (Experience, Expertise, Authoritativeness,
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Trustworthiness) guides how content quality is evaluated. This applies to both
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SEO rankings and AI answer selection.
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## The Four Pillars
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### Experience
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First-hand or life experience with the topic.
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**Signals:**
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- Personal anecdotes and case studies
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- "I tested this" content
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- Real-world results and screenshots
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- User-generated reviews
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**Implementation:**
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- Include author bios with relevant experience
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- Add "About the Author" sections
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- Feature customer testimonials
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- Show real examples, not just theory
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### Expertise
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Knowledge and skill in the subject area.
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**Signals:**
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- Credentials and qualifications
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- Depth of content coverage
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- Technical accuracy
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- Citations to authoritative sources
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**Implementation:**
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- Display author credentials
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- Link to primary sources
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- Cover topics comprehensively
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- Keep content technically accurate and updated
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### Authoritativeness
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Recognition as a go-to source in the field.
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**Signals:**
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- Backlinks from respected sites
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- Mentions in industry publications
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- Social proof and follower counts
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- Brand recognition
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**Implementation:**
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- Build thought leadership content
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- Contribute to industry publications
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- Maintain consistent publishing
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- Develop recognizable brand voice
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### Trustworthiness
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Accuracy, transparency, and legitimacy.
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**Signals:**
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- Clear authorship and contact info
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- Accurate, fact-checked content
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- Secure website (HTTPS)
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- Privacy policy and terms
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**Implementation:**
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- Display clear author attribution
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- Include publication and update dates
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- Provide contact information
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- Use HTTPS and maintain security
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## Sanity Implementation
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```typescript
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// Author schema with EEAT signals
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defineType({
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name: "author",
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type: "document",
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fields: [
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defineField({ name: "name", type: "string" }),
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defineField({ name: "role", type: "string" }),
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defineField({ name: "bio", type: "text" }),
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defineField({
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name: "credentials",
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type: "array",
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of: [{ type: "string" }],
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}),
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defineField({ name: "image", type: "image" }),
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defineField({
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name: "socialLinks",
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type: "array",
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of: [
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{
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type: "object",
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fields: [
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defineField({ name: "platform", type: "string" }),
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defineField({ name: "url", type: "url" }),
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],
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},
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],
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}),
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],
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});
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// Content with EEAT metadata
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defineType({
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name: "post",
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fields: [
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defineField({
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name: "author",
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type: "reference",
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to: [{ type: "author" }],
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}),
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defineField({ name: "publishedAt", type: "datetime" }),
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defineField({ name: "updatedAt", type: "datetime" }),
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defineField({
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name: "reviewedBy",
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type: "reference",
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to: [{ type: "author" }],
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description: "Expert reviewer for fact-checking",
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}),
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defineField({
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name: "sources",
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type: "array",
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of: [{ type: "url" }],
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description: "Citations and references",
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}),
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],
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});
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```
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## YMYL Considerations
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"Your Money or Your Life" topics (health, finance, legal, safety) require extra
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EEAT rigor:
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- Medical content reviewed by healthcare professionals
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- Financial advice from certified experts
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- Legal content reviewed by attorneys
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- Clear disclaimers where appropriate
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# Structured Data (JSON-LD)
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Structured data helps search engines and AI understand your content. JSON-LD is
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the recommended format.
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## Why Structured Data Matters
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- **Rich snippets:** Enhanced search result appearance
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- **Knowledge panels:** Featured information boxes
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- **AI training:** Better content understanding
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- **Voice search:** Answer selection for voice queries
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## Common Schema Types
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### Article / Blog Post
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```typescript
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import { Article, WithContext } from "schema-dts";
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const articleSchema: WithContext<Article> = {
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"@context": "https://schema.org",
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"@type": "Article",
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headline: post.title,
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description: post.excerpt,
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image: post.image?.url,
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datePublished: post.publishedAt,
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dateModified: post.updatedAt,
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author: {
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"@type": "Person",
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name: post.author.name,
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url: post.author.url,
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},
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publisher: {
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"@type": "Organization",
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name: "Your Company",
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logo: {
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"@type": "ImageObject",
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url: "https://example.com/logo.png",
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},
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},
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};
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```
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### FAQ Page
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```typescript
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import { FAQPage, WithContext } from "schema-dts";
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const faqSchema: WithContext<FAQPage> = {
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"@context": "https://schema.org",
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"@type": "FAQPage",
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mainEntity: faqs.map((faq) => ({
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"@type": "Question",
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name: faq.question,
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acceptedAnswer: {
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"@type": "Answer",
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text: faq.answer, // Plain text, use pt::text() in GROQ
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},
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})),
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};
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```
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### Organization
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```typescript
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import { Organization, WithContext } from "schema-dts";
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const orgSchema: WithContext<Organization> = {
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"@context": "https://schema.org",
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"@type": "Organization",
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name: "Your Company",
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url: "https://example.com",
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logo: "https://example.com/logo.png",
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sameAs: [
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"https://twitter.com/company",
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"https://linkedin.com/company/company",
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],
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contactPoint: {
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"@type": "ContactPoint",
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telephone: "+1-555-555-5555",
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contactType: "customer service",
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},
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};
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```
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### Product
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```typescript
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import { Product, WithContext } from "schema-dts";
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const productSchema: WithContext<Product> = {
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"@context": "https://schema.org",
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"@type": "Product",
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name: product.name,
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description: product.description,
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image: product.images,
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offers: {
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"@type": "Offer",
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price: product.price,
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priceCurrency: "USD",
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availability: "https://schema.org/InStock",
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},
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aggregateRating: product.rating
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? {
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"@type": "AggregateRating",
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ratingValue: product.rating.average,
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reviewCount: product.rating.count,
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}
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: undefined,
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};
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```
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## Implementation in Next.js
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```typescript
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// Component to render JSON-LD
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function JsonLd({ data }: { data: WithContext<Thing> }) {
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return (
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<script
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type="application/ld+json"
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dangerouslySetInnerHTML={{ __html: JSON.stringify(data) }}
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/>
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)
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}
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// Usage in page
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export default function PostPage({ post }) {
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return (
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<>
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<JsonLd data={generateArticleSchema(post)} />
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<article>...</article>
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</>
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)
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}
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```
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## GROQ for Plain Text
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Structured data often needs plain text, not rich text:
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```groq
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*[_type == "faq"]{
143
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question,
144
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"answer": pt::text(answerRichText) // Convert Portable Text to plain string
145
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}
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```
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## Testing Tools
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150
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- [Google Rich Results Test](https://search.google.com/test/rich-results)
151
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- [Schema.org Validator](https://validator.schema.org/)
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# Technical SEO Checklist
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3
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Essential technical SEO elements for modern web applications.
4
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5
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## Metadata
6
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7
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### Title Tags
8
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- Unique per page
10
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- 50-60 characters
11
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- Primary keyword near the beginning
12
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- Brand name at the end (optional)
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### Meta Descriptions
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- Unique per page
17
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- 150-160 characters
18
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- Include call-to-action
19
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- Contain relevant keywords
20
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21
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### Open Graph
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```html
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<meta property="og:title" content="Page Title" />
25
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<meta property="og:description" content="Description" />
26
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<meta property="og:image" content="https://example.com/image.jpg" />
27
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<meta property="og:url" content="https://example.com/page" />
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<meta property="og:type" content="article" />
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```
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### Sanity + Next.js Implementation
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+
33
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```typescript
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export async function generateMetadata({ params }): Promise<Metadata> {
35
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const { data } = await sanityFetch({
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query: PAGE_QUERY,
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stega: false, // Critical: no stega in metadata
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});
39
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return {
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title: data.seo?.title || data.title,
42
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description: data.seo?.description,
43
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openGraph: {
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images: data.seo?.image
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? [
46
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{
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url: urlFor(data.seo.image).width(1200).height(630).url(),
48
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width: 1200,
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height: 630,
50
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},
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]
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: [],
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},
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robots: data.seo?.noIndex ? "noindex" : undefined,
55
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};
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}
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```
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## Sitemaps
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61
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Dynamic sitemap from CMS content:
62
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63
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```typescript
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// app/sitemap.ts
65
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import { MetadataRoute } from "next";
66
+
67
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export default async function sitemap(): Promise<MetadataRoute.Sitemap> {
68
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const pages = await client.fetch(`
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*[_type in ["page", "post"] && defined(slug.current) && seo.noIndex != true]{
70
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"url": select(
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_type == "page" => "/" + slug.current,
72
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_type == "post" => "/blog/" + slug.current
73
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),
74
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_updatedAt
75
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}
76
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`);
77
+
78
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return pages.map((page) => ({
79
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url: `https://example.com${page.url}`,
80
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lastModified: new Date(page._updatedAt),
81
+
changeFrequency: "weekly",
82
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priority: 0.8,
83
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}));
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}
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```
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87
+
## Canonical URLs
88
+
89
+
Prevent duplicate content issues:
90
+
91
+
```typescript
92
+
export async function generateMetadata({ params }): Promise<Metadata> {
93
+
return {
94
+
alternates: {
95
+
canonical: `https://example.com/${params.slug}`,
96
+
},
97
+
};
98
+
}
99
+
```
100
+
101
+
## Redirects
102
+
103
+
CMS-managed redirects:
104
+
105
+
```typescript
106
+
// next.config.ts
107
+
async redirects() {
108
+
const redirects = await client.fetch(`
109
+
*[_type == "redirect" && isEnabled == true]{
110
+
source,
111
+
destination,
112
+
permanent
113
+
}
114
+
`)
115
+
return redirects
116
+
}
117
+
```
118
+
119
+
## Performance
120
+
121
+
[Core Web Vitals](https://web.dev/articles/defining-core-web-vitals-thresholds)
122
+
impact rankings:
123
+
124
+
- **LCP (Largest Contentful Paint):** < 2.5s
125
+
- **INP (Interaction to Next Paint):** < 200ms
126
+
- **CLS (Cumulative Layout Shift):** < 0.1
127
+
128
+
### Image Optimization (Next.js example)
129
+
130
+
- Use `next/image` with Sanity URL builder
131
+
- Serve WebP/AVIF formats
132
+
- Implement LQIP blur placeholders
133
+
- Set explicit dimensions
134
+
135
+
### Font Loading (Next.js example)
136
+
137
+
```typescript
138
+
// Prevent layout shift
139
+
import { Inter } from "next/font/google";
140
+
const inter = Inter({ subsets: ["latin"], display: "swap" });
141
+
```
142
+
143
+
## Robots.txt
144
+
145
+
```
146
+
# public/robots.txt
147
+
User-agent: *
148
+
Allow: /
149
+
Disallow: /api/
150
+
Disallow: /studio/
151
+
152
+
Sitemap: https://example.com/sitemap.xml
153
+
```