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:
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
- One fact, one value, everywhere. Contradiction across surfaces makes AI engines decline to state
the fact at all.
- Extractability beats eloquence. A 45-word answer under a question-shaped heading gets cited; a
beautiful build-up does not.
- 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.
