Knowledge-Base Schemas

Structure for each item. Doc/sheet name = [Client Name] — [Type]. Every doc carries Last updated and Source lines. Mark gaps [CLIENT TO CONFIRM: …].

1. Brand Guidelines (Doc)

# [Client] — Brand Guidelines
Last updated: [date] · Source: [generated | provided | hybrid]

## Entity facts
- Trading/legal name, locations/service areas, certifications, NAP — only if found

## Voice & tone
- Descriptors + one-line evidence · Use: [favoured] · Avoid: [banned words, competitors, off-limits claims]

## Named author(s) / E-E-A-T
- Author name, role, credentials, bio link — the byline real pieces publish under

## Messaging
- Value props, proof points (only those actually stated)

## Audience pointer
- Link to ICP Personas; one-line primary-audience summary

2. ICP Personas (Doc)

# [Client] — ICP Personas
Last updated: [date] · Source: […]

## Persona A — [label]
- Snapshot (demographics/firmographics) · Goals · Pains · Objections
- Questions they ask: [actual phrasing → FAQs + target AI-prompts]
- Where they search: [Google, ChatGPT, Reddit, …] · Decision triggers
- Confidence: [evidenced | inferred]
## Persona B … (2–4 total)

3. Competitors & Gap Analysis (Doc)

# [Client] — Competitors & Gap Analysis
Last updated: [date] · Source: […]

## Competitor: [name] — [URL]
- Positioning · content/page types they cover well · notable formats

## On-site opportunity gaps (prioritised)
1. [topic/page type rivals own that the client lacks] — why — suggested format

## Off-site citation gaps
- [where rivals get cited that the client doesn't: Reddit/YouTube/G2/Clutch/news/roundups] — suggested play

## AI-crawlability findings
- robots.txt AI-bot access (GPTBot/ClaudeBot/PerplexityBot/Google-Extended): [ok / blocked]
- Cloudflare or CDN bot-blocking: [ok / blocking] · Render/crawl issues: […]
- Fixes for client dev team: […]

4. Internal Linking Webmap (Sheet)

Tab Edges, header row: Source | Destination | Anchor text | Added by (article) | Date. Optional second tab Notes: inbound-link opportunities, orphan/under-linked pages.

5. Page Content Template (Doc)

# [Client] — Page Content Template
Last updated: [date] · Source: [derived from existing pages]

## Recurring structure (in order)
- H1 pattern · section order (hero → … → CTA) · required components
- Tables used? [where] · typical length · schema types
## Voice/structure notes — strengths to keep · gaps to fix

6. Blog Content Template (Doc)

# [Client] — Blog Content Template
Last updated: [date] · Source: [derived from existing posts]

## Recurring structure (in order)
- Title pattern · direct-answer lead? · heading pattern · FAQ? · tables/lists?
- Typical length · internal-link habits · E-E-A-T signals · schema types
## Voice/structure notes — strengths to keep · gaps to fix

7. Target Prompts & Visibility (Sheet)

8. Content Run Log (Sheet)