Lesson 3 · 18 min
The diagnosis tells you what's wrong. The plan tells you in what order to fix it, who does it and how you know it worked. The order that worked at INEMA: foundation and measurement in the first 30 days, content afterward, authority and other languages only when the index responds.
Start the lesson
Goal: sort the findings by impact × effort and write a 30/90/180-day plan with a success metric and an owner on each line.
Tap each block.
Foundation first. What comes next only goes in once the previous step has shown results in the dashboard.
Tap each step.
Give each finding an impact score (high, medium, low) and an effort score (hours).
A finding with no impact on what the search engine sees or on non-branded goes to the end, even if it's easy.
In the INEMA roadmap, four initiatives were foundation and came in the first 30 days: measurement turned on, repository links to the site, unlocked profiles, the author's entity.
Content only after that. Other languages and external mentions only once the index has shown results.
On 10/05, 12 of 14 key URLs were indexed; on 10/13, 13 of 14. Only with the index responding does the next window make sense.
Each initiative has who does it (you, the client, the agent) and how you check it (a number in the dashboard, a file, a URL responding).
A numeric target is a hypothesis: write that down and recalibrate on day 30 with the dashboard data.
Publishing a big batch all at once, a network of sites, a paid indexer, one page per keyword variation, translation without review.
Writing this into the plan protects the client from you when you're in a hurry.
283 profiles published in a single commit: of the 6 in the sample, 5 ended up "discovered, not indexed". The first line of INEMA's "don't do" list is not to repeat that.
Copy it and swap out what's in [brackets].
| # | finding | URL | impact (H/M/L) | effort (h) | window | |---|---|---|---|---|---| | 1 | [canonical mixed with and without www] | [/] | H | 2 | 30 d | | 2 | [Bing Webmaster not verified] | — | H | 0.5 | 30 d | | 3 | [service pages with little text in the HTML] | [/servicos/] | H | 8 | 30 d | | 4 | [long title on 28 pages] | [several] | L | 3 | 90 d |
PLAN — [site] — start [date] | window | initiative | owner | how to check | |---|---|---|---| | 30 d | Search Console and Bing verified; sitemap submitted | client (DNS) + me | property active in both dashboards | | 30 d | weekly non-branded export set up | me | 2 lines in the weekly file | | 30 d | single canonical, robots by purpose | me | X-ray with no major finding | | 90 d | [3] pages with original data, client gate | I write, client approves | indexed in URL Inspection | | 90 d | new title where there are impressions with no clicks | me | before × after in 2 weeks | | 180 d | external mentions; [language] version of the winning page | client (relationships) + me | impressions in that language | Goals are hypotheses; we recalibrate on day 30 with the dashboard. WE DO NOT DO: a large batch of pages at once, a network of sites, a paid indexer, a page per keyword variation, translation without review.
Use the findings from lesson 2.
Move the findings from the diagnosis into the matrix, with impact, effort and window.
Done when: the matrix has 10 rows, each with a URL (or "whole site"), impact, hours and window; no content row is in the 30-day window if measurement isn't on yet.
Write the 30/90/180 plan with an owner and a "how to check" on each row, plus the "we do not do" block.
Done when: the plan fits on one page, every row has an owner and a check the client can do on their own, and it includes the sentence that goals are hypotheses to recalibrate on day 30.
The explanation appears after your answer.
Question 1 of 4
The client wants to start with articles. Measurement isn't on yet. What do you propose?skill
Question 2 of 4
What does the case of INEMA's 283 profile pages teach the plan?
Question 3 of 4
How should you treat a goal like "X thousand impressions in 90 days" in the plan?
Question 4 of 4
What does every row of the plan need to have?
Choose an option. The explanation appears after your attempt.