Moil SEO / SEM / AEO Playbooks

Two playbooks, one system. Structural model adapted from khasky/marketing-and-seo-playbook, rewritten around Moil's actual product, stack, competitive set, and 2026 search conditions.

Doc	For	Battlefield	First lever
Playbook 1 — Moil's own system	Moil growth + engineering	National SERPs, AI answers, bilingual	Sitemap + entity graph + comparison pages
Playbook 2 — Client playbook	Moil delivery team + SMB clients	Local Pack, Google Business Profile, AI local answers	GBP primary category + reviews

Formats

Each playbook exists as Markdown (source of truth, reviewable in PRs) and as a standalone HTML page for reading and sharing:

	Markdown	HTML	Hosted
Playbook 1	seo-aeo-playbook-moil.md	html/playbook-moil.html	https://claude.ai/code/artifact/e336c00c-186c-4a9b-bc36-0bcaabab20ae
Playbook 2	seo-aeo-playbook-clients.md	html/playbook-clients.html	https://claude.ai/code/artifact/ec855e17-d388-410a-8bd4-e3111b146bed

The hosted pages are private until shared from the page's own share menu. The HTML files are self-contained (no external CSS, JS, fonts or images) and pure ASCII, so they render identically however they're served — including from file://. The client playbook's HTML adds two working tools the Markdown can't: a live 100-point scorecard and delivery checklists that persist in the browser.

To preview them locally:

python3 -m http.server 4310 --directory docs/html

Both are also registered as a playbook-docs server in .claude/launch.json. Edit the HTML and republish to the same URL to update a hosted page.

Related: research/strategy.md — the locked /business conversion sprint that Playbook 1 operationalizes.

The three rules both playbooks share

1. One fact, one value, everywhere. Contradiction across surfaces makes AI engines decline to state the fact at all.
2. Extractability beats eloquence. A 45-word answer under a question-shaped heading gets cited; a beautiful build-up does not.
3. No claim without a source. Also the biggest E-E-A-T lever either playbook has.

Why this is not just "SEO"

Organic CTR falls ~61% where an AI Overview appears, 83% of those searches end with no click, and 93% of AI Mode searches do. But brands cited inside an AI Overview earn +35% organic and +91% paid clicks, and AI-referred traffic converts at roughly 4.4× organic. Ranking without being cited now loses most of the click — so both playbooks optimize citation share first, rank second, and measure branded-search lift as the honest proxy for the exposure that can't be tracked.