Free GTM Skills / Distribution / Playbook 12
Search, AEO and PR
The company found in Google and cited in AI answers for the terms the target customer actually searches, on pages that convert.
Why it matters
Search is the capture channel: buyers who already know they have the problem look for a solution, and the company either shows up or a competitor does. AI answers now sit on top of search and pull from pages that state facts plainly. Both reward the same thing: specific pages, in the customer's words, with proof.
Order of operations
- List the terms from the customer language bank and from what sales hears, not from a keyword tool first. Then size them with a tool.
- Audit the site for the basics: every page has one job, a title and description that say who it is for, loads fast, works on a phone, and has structured data where it helps.
- Write or fix the pages that match the terms: the homepage, pillar pages, comparison pages against what the product replaces, and one plain-language article a month from the content engine.
- State facts plainly on the page so AI answers can cite them: what it is, who it is for, what it costs, how it compares, with numbers and dates.
- Measure in Search Console and the CRM: impressions, clicks, and leads with source organic. Review monthly.
Skills in this playbook
- Play6
- Play
Search audit
Produces the audit (technical issues ranked, ranked keywords, content gaps against competitors, the keyword set to track) and a prioritized fix list split into quick wins and content to write.
seo-audit - Play
AI answer visibility review
Produces the prompt set buyers use, our presence and citations on each versus competitors, the pages that earn citations, and the next fixes for the content calendar.
aeo-review - Play
PR brief
Produces the brief: the angle a journalist would run, the proof behind it, the spokesperson, the target outlets and reporters by beat, the embargo and timing, and the assets the story needs.
pr-brief - Play
Press release
Produces the release in standard form (headline, subhead, dateline, lede, proof, quotes, boilerplate, contact) with every claim cleared and the voice rules applied.
press-release - Play
Trade press placement
Produces the outlet and reporter list with their editorial calendars, the pitch drafts (news, byline, customer story), the byline draft where accepted, and the placement tracker.
trade-press-placement - Play
Awards submission
Produces the awards calendar with the ones worth entering and the ones to skip, and the completed submission draft with cleared proof, in the form's structure and word limits.
awards-submission