Content spine
Built on the Local AI SEO Toolkit
Something I built a while back. Has all the fundamentals of local SEO: Master NAP, GBP Audit, page templates (service / about / case study), EEAT Checklist, LocalBusiness Schema prompt, Finding Links prompt, 20 Blogs prompt. The toolkit IS the curriculum, productized as the 2-day workshop + 6-month program.
Open the Local AI SEO Toolkit →
The promise we must deliver
3 live pages per attendee by lunch on Day 1
1Who it's for
For the workshop to work, the room needs to be one crowd, not two. Tight fit criteria is the single most important filter.
Lawrence strongly recommends: no ecommerce in Pilot 1
If ecom comes in, we're teaching two playbooks in one room (service+location vs product+collection, local SEO vs transactional, GBP vs merchant). Both groups get watered down. Run a dedicated ecom workshop later instead. If we see a lot of ecommerce or SaaS applications come through, we can pivot our approach to that vertical for Pilot 2 instead of another service cohort.
Approve
- WordPress only (standard theme)
- Supported page builder: Elementor, Divi, Oxygen, Bricks, Beaver Builder, or native Gutenberg
- Thin content / no SEO done yet
- Service-based biz (law, HR, tradies, clinics, allied health, professional services)
- Founder attending, not a marketing manager
- Defined service area or geography
- Trading 6+ months with existing customers
- Under $1M revenue (founders pricing)
- Has full access: WordPress admin + domain registrar + hosting (GoDaddy, Kinsta, SiteGround, WP Engine, etc.) + GBP ownership
- Buys Claude Pro ($20/mo) + $50 stack
- Can attend Melbourne both days
- Okay with being featured if they win
Reject
- Not WordPress (Wix, Squarespace, Webflow, Shopify)
- Ecom or product-led
- Real estate agents (different playbook, excluded from pilot 1)
- Already ranks page 1 for core terms
- Already heavily optimized
- No customers / pre-revenue
- Can't attend in person
- SEO agency or pro reselling
- National brand with no local angle
- Won't commit to Claude + 6-month program
- Under 6 months trading
- Planning to sell the business soon
2What they walk away with (Locked Promises)
Every item below was promised in an ad script, the VSL, or the application email. If any is missing, Tailfeather Guarantee triggers.
Caveat on citations
Citations reference the ORIGINAL SCRIPTS (VSL, DR-01 to DR-18, RT-01 to RT-13, App Email). The final filmed ad videos still need to be re-reviewed to confirm every promise below actually shipped and wasn't cut or softened in edit.
Day 1
- 3 live pages published by lunch (VSL §4, DR-03)
- $50/mo stack set up on their laptop (DR-04)
- Hawk Academy skill pack in their Claude (VSL §4, DR-03, DR-18)
- Full keyword + content plan (App Email, VSL §7)
- Site architecture mapped (DR-03)
Day 2
- Pages cited-ready for AI Search (VSL §4, DR-03, DR-11, App Email)
- Signed 90-day plan (App Email)
6 months of support
- Community platform access (App Email, DR-13, VSL §4)
- Weekly advisory call (VSL §4, DR-13, App Email)
- Same-day responses from real humans (App Email, DR-13)
- Algorithm update digests (VSL §4, DR-13)
Honest timelines
- Pages indexed: days (RT-04)
- Impressions: 1-2 months (RT-04)
- Meaningful traffic + leads: 3-6 months (RT-04)
- SEO compounds — month 6 ≠ month 1 (RT-04)
- Not instant, but it's an asset (RT-04, DR-01)
Source legend: VSL = Video Sales Letter. DR-## = Direct Response ads. RT-## = Retargeting ads. App Email = Application confirmation email. Citations = original scripts, not final filmed videos.
3Extras we can provide (Team Additions)
These weren't promised in any ad. They're bonuses we're layering on to make the workshop stronger. If scope gets tight, these are the first things to cut or push to the 6-month program. They don't trigger Tailfeather Guarantee.
Day 1 extras
- Main landing page improved
- Technical fix list from site crawl
Day 2 extras
- Simple citations + NAP consistency check
- Case studies page live with 3-5 stories
- Reviews page + Google review email automation
- GBP fully optimized (photos, posts, Q&A)
- Contact page live (map + form + NAP)
- Lead pipeline spreadsheet in use
Support extras
- Monthly 1:1 with pod coach (15 min)
- Hawk OS skill updates dropped monthly
4Day 1: Build
Pre-Homework (T-7 to T-1)
Mission-critical pre-homework. Don't show up without it.
- Claude Pro account purchased and active (on their own login, $20/mo, attendee pays)
- 1-hour "Core Concepts of SEO" video watched (dummy-proof primer we record so everyone arrives with the same floor)
- Customer ICP + 10 questions their customers are actually asking (pulled from sales calls, DMs, emails, support requests)
- 3-4 recent client/sales call recordings (Fathom or Otter transcript fine). Feed into Claude during the 14:00 topical map block — extract JTBDs, pain points, customer language.
- All logins working, on their laptop: WordPress admin + page builder (Elementor / Divi / Oxygen / Bricks / Beaver Builder) + hosting provider (GoDaddy, Kinsta, SiteGround, WP Engine) + Gravity Forms (or similar) + Google Analytics (GA4) + Google Search Console + Google Business Profile + Claude Pro
Pre-built pack revealed at 11:00. Attendee injects Creative Fuel (founder story, customer language, photos). 3 pages go live before lunch.
Day 1 Running Order
Opener → Stack → Build → Publish
8:30
Arrival, coffee, coach pods (1:15)
Pods live
9:00
Opener (Harry on stage): AI Search + SEO shift, CPL math, why now
Mindset lock
9:30
$50/mo stack: Claude Pro + GSC + GA4 setup
Stack running
10:00
Install Hawk Academy skill pack into their own Claude
Skills live
11:00
Launch the 3-page build: attendees use their skills + pre-work briefs to build their own pages. Pre-built drafts sit as a coach-held backup.
Builds started
11:15
Creative Fuel injection + coach rotation: founder story, customer words, photos, differentiation. Coach pulls in pre-built backup if an attendee is stuck.
Pages personalized
12:00
Schema generation: LocalBusiness + Service + FAQ schema added to each page via skill #6
Schema live on pages
12:15
PUBLISH: 3 pages go live + submit to GSC
3 LIVE URLs
12:30
Lunch (attendees watching their live URLs)
13:30
Keyword research methodology: reverse-engineer your pre-built plan so you can do it yourself
Methodology learned
14:00
Topical map: feed in their customer calls + 10 questions pre-work, extract JTBDs and pain points, pair each with keyword data, convert into content recommendations (problem-aware / solution-aware angles)
Topical map drafted
14:45
Site architecture: services + blog content strategy (hub + spoke, mapping topical map to pages)
Site map
15:45
Landing page quality + fix their main page
Main page v1
16:30
Technical fundamentals + crawl fixes
Fix list
17:15
Day 1 wrap + Day 2 preview
Day 2 ready
5Day 2: EEAT + Trust + Convert
New order per team session: GBP first → Reviews → Case studies → Link building (directories + citations + traditional + digital PR bundled) → Analytics/GA4 → Lead tracking → Sales principles → Close.
Operational expectation: ~60% of attendees will get things done live, ~40% will hit tech snags (plugin conflicts, hosting quirks, missing access). Snag attendees get funneled to the weekly support stream. Coaches keep the room moving. If we survive the first 3 hours, we're through the hardest part.
Day 2 Running Order
GBP → Trust → Links → Analytics → Convert
9:00
Live pages review: check yesterday's 3 pages are rendering correctly, fix display issues (indexing won't show yet, that's fine)
Pages verified
9:15
GBP Part 1: claim + verify, NAP consistency audit, categories (primary + up to 10), services (20+ via toolkit prompt), hours, attributes
GBP foundation
10:00
GBP Part 2 + 2026 rules: live photo uploads (5-10, real not stock), first post live, Insights walkthrough. 2026 compliance: staff mention ban (no asking for names in reviews), no review quotas, Q&A feature discontinued (move to website FAQ), 30-day freshness requirement, stock photo audit, AI enforcement reality (292M reviews blocked in 2025)
GBP live + 2026-compliant
11:00
Reviews page + curation system: neutral request email automation (no sentiment filtering per 2026 rules), happy-customer trigger flow, best-reviews auto-display on site, response templates. 2026-compliant: no staff names, no quotas, systematic not manipulative
Curation system live
12:00
Case studies page: teach with StudioHawk + real client examples as templates. Build 3-5 case studies from their own wins. If no stories ready, call their clients live during the block. Post-workshop homework: get to at least 5 case studies published
Page live + call-backs queued
14:00
Link Building (90 min bundled): citations + NAP consistency (Whitespark for buying citations), service marketplaces (HiPages / Oneflare / Bark / Clutch), industry directories with pricing, manual guest post outreach (ask for a price, negotiate one by one), FatJoe / NoBS shown as cheap options with quality warnings, digital PR + RAIDS protocol (Claude skill for outreach). Or do it through StudioHawk (partnership/upsell path).
Link plan + 10+ targets
15:45
Analytics full stack (60 min, lots of time for tech snags): GA4 core + GTM setup + form tracking (Gravity Forms for WordPress) + Looker Studio dashboard connected to GSC + GA4. The 3 weekly reports they check forever.
Tracking end-to-end
16:45
Contact page: map + form + NAP + trust signals (pulls everything together)
Contact live
17:00
Lead tracking: form-to-inbox + Pipeline spreadsheet. Close with "when you outgrow it look at Go High Level" (partnership opportunity)
Pipeline active + GHL flagged
17:15
3 Principles of Sales: (1) call quickly, (2) have a process + criteria, (3) follow up. Because SEO brings leads but sales closes them.
Sales mindset locked
17:30
90-day plan + 6-month support handoff + first call booked
Onboarded
18:00
Close + group photo
Graduated
6Decided
- Melbourne venue + date: sorted
- Community platform: Skool
- Keyword research tool: SERanking (not Semrush). Pre-pull during pre-build + rate-limited skill for ad-hoc queries.
- Coaches: Lawrence + Charbel + Clara. Possibly a junior shadowing.
- Pre-build scope (hybrid): Primary mode on the day is attendees build their own pages using the skills, with coach support. Pre-built drafts still get created as a backup so if skills fail, attendees fall behind, or tech breaks, a coach can pull the pre-built version in and personalize it. Net ops: ~2 hrs per attendee (~120 hrs per cohort). Upside: attendees feel ownership AND we protect the 3-pages-by-lunch promise.
7To-Do List
Action items pulled from every team session. Grouped by area. Owners + deadlines where known, TBD elsewhere. T-day timeline assumes pilot date locked.
1. Skills + Tech Build
| Task | Owner | Deadline |
|---|
| Define final skill pack list (count flexible, anchor: Keyword + Content cluster + Setup Skill + Schema + AI Search + GSC + GBP/review) | Lawrence + Charbel | T-30 |
| Build Setup Skill (first-time onboarding orchestrator) | TBD | T-21 |
| Build Keyword Research skill (SERanking API, server-side rate limit) | TBD | T-21 |
| Build Content cluster: Blogs, Service Page, About, Case Study (4 skills) | TBD | T-21 |
| Build Schema pack generator (LocalBusiness + Service + FAQ + Review) | TBD | T-21 |
| Build AI Search rewriter skill | TBD | T-21 |
| Build GSC weekly monitor skill | TBD | T-21 |
| Build GBP + review curation skill (post generator + 2026-compliant request email + display logic) | TBD | T-21 |
| Build RAIDS digital PR / outreach skill (decide: skill vs n8n workflow) | TBD | T-21 |
| End-to-end test: full skill pack on real WordPress test sites (each page builder) | Lawrence | T-14 |
| Decide n8n workflow scope (review automation, lead capture, content pipeline, GBP scheduling, GSC digest) | Charbel | T-30 |
| Confirm SERanking API plan supports rate-limited multi-attendee use | Lawrence | T-30 |
| Page builder compatibility test (Elementor / Divi / Oxygen / Bricks / Beaver Builder / Gutenberg) | TBD | T-14 |
2. Content + Curriculum
| Task | Owner | Deadline |
|---|
| Record 1-hour "Core Concepts of SEO" pre-homework video (dummy-proof primer) | Harry | T-21 |
| Harry's brief / opener script for Day 1 9:00 block | Harry + Lawrence | T-14 |
| Build full 2-day slide deck (Day 1 + Day 2) | Lawrence | T-7 |
| Pick + document 3-5 anchor service case studies for teaching | Lawrence + Charbel | T-21 |
| GBP 2026 compliance content (staff ban, quotas, Q&A death, freshness, stock photos) | Lawrence | T-14 |
| Pre-build Looker Studio cohort dashboard template (GSC + GA4) | TBD | T-14 |
| 3 Principles of Sales closing content (call quickly / process / follow up) | Harry | T-14 |
| Lead Pipeline Google Sheets template | Lawrence | T-14 |
| 90-day plan template (specific to service playbook) | Lawrence | T-14 |
| Printed playbook design + production | TBD | T-7 |
| Re-audit Section 2 (Locked Promises) once final filmed ads are locked | Lawrence | When ads finalize |
3. Pre-Workshop + Day-Of Ops
| Task | Owner | Deadline |
|---|
| Lock application form (fit criteria green / red / yellow lights baked in) | Lawrence | T-45 |
| Application screening process (auto + manual review) | Charbel | T-45 |
| Pre-homework email sequence (Claude purchase + 1-hr video + ICP + call recordings + login checklist) | Lawrence | T-21 |
| Pre-build sprint per attendee: SERanking pre-pull + page brief + backup drafts (~2 hrs/attendee) | All 4 coaches | T-3 (per attendee) |
| Confirm Melbourne venue + date | Harry | DECIDED |
| Lock final junior coach shadow pick | Lawrence | T-30 |
| Decide coach pod allocation (by vertical / CMS specialization) | Lawrence | T-14 |
| Build Day-Of materials kit (printed playbook + templates + stack one-pager + Tailfeather one-pager) | Lawrence | T-7 |
| Venue tech check (wifi, projector, backup hotspot, power per desk) | Charbel | T-1 |
| Set up "Tech Triage Lane" for the ~40% who hit access/plugin issues live | All coaches | T-7 |
| Decide capacity overflow plan (waitlist / back-to-back cohort / Sydney earlier) | Harry + Lawrence | T-21 |
4. 6-Month Support Setup
| Task | Owner | Deadline |
|---|
| Skool workspace built + cohort space configured | Lawrence | T-14 |
| Weekly advisory call day/time locked + first 8 weeks scheduled | Harry | T-14 |
| Same-day response SLA: who's on-call rotation | Lawrence + Charbel | T-14 |
| Algorithm update digest workflow + cadence | Lawrence | T-7 |
| Skool onboarding flow for Day 2 17:30 handoff (first post template, first call invite) | Lawrence | T-7 |
| Monthly 1:1 check-in scheduling system (per pod coach) | Coaches | T-1 |
| 26-week support content calendar (weekly call topics + community drops) | Lawrence | T-14 |
5. Commercial + Partnerships
| Task | Owner | Deadline |
|---|
| Go High Level partnership outreach (affiliate / commission / referral structure) | Harry | T-30 |
| Decide certification / LinkedIn badge yes or no | Harry | T-21 |
| Lock the one-sentence outcome (what attendees say 30 days later) | Harry | T-21 |
| Testimonial capture process at Day 2 close (recorded quote) for pilot 2 marketing | Charbel | T-7 |
| Pricing schedule: when does $3,500 jump to $4,500 | Harry | T-30 |
| "SH done-for-you links" upsell pitch (Day 2 link building close) | Harry | T-14 |
6. Decisions Pending
- Skill vs n8n workflow split — some candidates work as either
- SERanking vs keyword.com for rank tracking
- Page builders officially supported at pilot launch vs added later
- Hold the no-ecom line OR pivot pilot 2 if applications skew SaaS / ecom
- Capacity overflow: waitlist / back-to-back / Sydney earlier / lighter async