Dustin Ogle**TL;DR:** Multi-county SEO dies in slide decks. Put the operating plan on **one page**: service lines, counties, matrix codes, page types, proof owners, and metrics. Update it monthly. This is the artifact version of the thin-county-pages cluster — not another essay.
Why plans die in slide decks
Twelve-slide “market expansion” decks:
- never reach the people writing pages,
- never constrain what BD claims on calls,
- and never get rescored when reality changes.
Pre-RFP visibility needs a **living one-pager** that marketing, BD, and a technical reviewer can share without a meeting archaeology dig.
Depends on (same cluster):
- Hub — framework
- Spoke A — county scorecard
- Spoke B — jurisdictional proof
- Spoke C — service line × county matrix
The one-page fields
| Field | What to write |
|---|---|
| **Firm / date / owners** | BD owner + technical reviewer + marketing owner |
| **Service lines in scope** | 4–8 lines max for this quarter |
| **Candidate counties** | ≤12; not the whole MSA wallpaper |
| **Matrix summary** | Count of P / A / W / N cells (or attach matrix) |
| **Page decisions** | Full county pages this cycle: **one per cycle; two only when both pass cleanly** |
| **Mention-only markets** | Counties that stay on service-line pages |
| **Proof backlog** | Top 3 A→P upgrades |
| **Internal links** | Which service URLs must point where |
| **Metrics (90 days)** | e.g. GSC queries on service pages; qualified RFQ source tags — no vanity rank theater |
| **Do-not-claim list** | Lines/counties that must not appear in copy |
Blank template (copy into Notion/Docs)
ONE-PAGE SERVICE-AREA PLAN · Firm: ____________________ Quarter: __________ Updated: __________ · · Owners · BD: ______________ Technical: ______________ Marketing: ______________ · · Service lines (this quarter) · 1. _______________ Primary URL: _______________ · 2. _______________ Primary URL: _______________ · 3. _______________ Primary URL: _______________ · 4. _______________ Primary URL: _______________ · · Candidate counties (max 12) · ________________________________________________ · · Matrix snapshot (from Spoke C) · P: __ A: __ W: __ N: __ · · Full county pages THIS cycle (scorecard must pass; one per cycle, two only when both pass cleanly) · 1. _______________ Lines: _______________ Proof owner: _______________ · 2. _______________ Lines: _______________ Proof owner: _______________ (only if both clean) · · Mention-only (no full URL) · ________________________________________________ · · Proof backlog (A → P), max 3 · 1. Line _____ × County _____ Evidence needed: _____________ Owner: _____ · 2. Line _____ × County _____ Evidence needed: _____________ Owner: _____ · 3. Line _____ × County _____ Evidence needed: _____________ Owner: _____ · · Do-not-claim · ________________________________________________ · · Internal link rules · Service page X → modules/counties: _______________ · New county page → parent service pages: _______________ · · 90-day metrics · [ ] GSC: impressions/clicks on listed service URLs · [ ] RFQ source notes: organic / referral / other · [ ] Scorecard re-run date: _______________ · · Sign-off · BD ______ Technical ______ Marketing ______ Date ______
Filled example (composite firm — not a real client)
ONE-PAGE SERVICE-AREA PLAN · Firm: Composite Gulf Coast env/geotech Quarter: Q3 Updated: 2026-07-22 · · Owners · BD: A. Rivera Technical: J. Nguyen, PE Marketing: BVM + internal coord · · Service lines · 1. Phase I ESA URL: /services/phase-i-esa · 2. Phase II URL: /services/phase-ii · 3. Geotech investigation URL: /services/geotechnical-investigation · 4. Remediation support URL: /services/remediation (proof thin → limited claims) · · Candidate counties · Harris, Fort Bend, Galveston, Brazoria, Montgomery (5 only) · · Matrix snapshot · P: 6 A: 5 W: 4 N: 5 · · Full county pages THIS cycle (one; second only if both pass cleanly) · 1. Harris — Phase I + Geotech — Proof owner: Nguyen · (Fort Bend = mention only until Phase I proof module signed — not a second page this cycle) · · Mention-only · Fort Bend, Galveston, Brazoria, Montgomery · · Proof backlog · 1. Phase I × Fort Bend — anonymized acquisition patterns — Rivera/Nguyen · 2. Remediation × Harris — closure process language only — Nguyen · 3. Phase II × Harris — industrial site pattern — Nguyen · · Do-not-claim · "Full-service in all surrounding counties"; CMT (not offered) · · Internal link rules · Phase I + Geotech pages → Harris module; Harris page → both service pages · · 90-day metrics · GSC on three service URLs; RFQ forms tagged; re-score 2026-10-15
No fabricated project counts. Composite structure only.
30-day operating rhythm
| Week | Action |
|---|---|
| 1 | Fill blank template; sign-off all three owners |
| 2 | Proof backlog item #1 only |
| 3 | Ship **one** scorecard-passing county page (**two only when both pass cleanly**) **or** strengthen mentions |
| 4 | Update matrix codes; adjust do-not-claim; file GSC notes |
If the page is not updated in 90 days, treat claims as expired until re-signed.
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