# Editorial SEO

URL: /workflows/plays/editorial-seo · Id: `play:editorial-seo`

> Editorial SEO publishes guides, comparisons and alternative Pages that rank for searches a market already makes, refreshed on a fixed cadence or pruned.

Editorial SEO publishes guides, comparisons and alternative [Pages](/business/nouns/page) that rank for searches a market already makes. It suits a parity [Product](/business/nouns/product): buyers search for the incumbent, and an honest comparison meets them there.

## Ratings
| Dimension | Rating | Reads |
| --- | --- | --- |
| Scalability | 3 of 5 | medium: higher grows further with spend or automation |
| Cost | 2 of 5 | low: lower costs less per Customer |
| Latency | 5 of 5 | very high: lower answers sooner |

## Budget
| Property | Value |
| --- | --- |
| Tier | $0 |
| Minimum effective budget | $0 a month |

## How it runs
The [Content Lead](/agents/marketing/content-lead) targets [Keywords](/business/nouns/keyword) where buyers name an alternative and writes each Page from the [Startup](/business/nouns/startup)’s own records. Each Page is refreshed on a fixed cadence. A Page that loses rank twice is rewritten or pruned, and link requests wait their delay window like any outbound [Message](/business/nouns/message).

## Processes
Runs as [Content marketing](/workflows/processes/content-marketing), accountable to the [Marketing Team](/agents/marketing).

Also sold as a Service: [Demand generation](/systems/integrations/upstreams#demand-generation).

## Fits
| Fits | Value |
| --- | --- |
| Family | demand |
| Shelf | Compound: builds an engine that keeps growing (Grow) |
| Moves | [Organic share](/agents/marketing#organic-share) |
| Motions | [b2b](/business/motions/b2b), [b2c](/business/motions/b2c) |
| Venues | [Google Search](/workflows/plays#google-search), [Bing](/workflows/plays#bing) |
| States | [Live](/business/lifecycle/states/live), [Repeatable](/business/lifecycle/states/repeatable), [Scale](/business/lifecycle/states/scale) |

## Loop
| Step | Value |
| --- | --- |
| Hypothesis | Refreshing or pruning Pages on a fixed cadence raises organic share more than publishing new Pages alone. |
| Measure | [Organic share](/agents/marketing#organic-share) over 90d, at least 100 observations |
| Learn | The learn step reads the Readout, records Evidence and a Decision, and drafts the next Variant. |

## Example
A Startup selling invoice-capture software publishes a comparison of manual entry against automated capture, with accuracy measured on 10,000 real invoices. The Page ranks within eight weeks and converts at twice the [Site](/business/nouns/site) average, because its readers arrive comparing.