Playbooks
23 playbooks, mined from the call transcriptsEvery playbook below was pulled straight out of a Green Grid Goblins call, not written from theory. Each page gives you the numbered steps and the exact call it came from, so you can go back to the recording if you want the full context.
Start here
If you are new, run The PAA Process first. Everything else on this page is either a rule that makes that process land harder, or an advanced play that only works once the process is already running.
The order Mike teaches them in
All playbooks
| Playbook | What it does | First taught |
|---|---|---|
| The PAA Process | The core repeatable play of the mastermind. | 2024-11-21 |
| PAA Selection Rules | How to pick WHICH People Also Ask question to target. | 2024-10-31 |
| The PAA Answer-Writing Formula | The exact shape of the answer copy, which is what determines whether Google promotes you into the snippet.. | 2024-11-21 |
| Content Stacking / Multi-Format Syndication | One piece of source content becomes text, audio, video, image, press release and social, all pointing at the same who/what/where signal.. | 2024-10-31 |
| Audio / Podcast Syndication SOP | Turning each PAA blog post into an audio asset and letting the podcast RSS push it onto authority domains.. | 2024-10-31 |
| The UTM Tag Structure | A distinct UTM tag per traffic source so Search Console and Analytics can tell you which property actually produced the click.. | 2024-12-13 |
| Entity Buckets | Image-based entity association. | 2024-10-31 |
| Knowledge Panel Stacking (KP Stacking) | Mike's named advanced play: accumulate as many knowledge panels as possible tied to the same business so the brand becomes the dominant answer for a query set.. | 2024-10-31 |
| Brand SERP Domination / Semantic Triples | Send the same who-you-are / what-you-do / where-you-do-it triple across a full property portfolio, thousands of times, until page one for the brand name is entirely owned assets.. | 2024-11-21 |
| GMB Posting Cadence and Blast Discipline | How often to post, and the hard limit on GMB blasts.. | 2024-12-13 |
| Multi-Location Site Architecture | The site structure that stops entity pollution when one brand has many locations.. | 2024-11-21 |
| GMB vs Organic URL Split | Response play for the Google change where a URL ranking in the map pack stops showing in organic for the same query.. | 2025-02-20 |
| The Holiday PAA Play | Seasonal variant of the PAA process using brand-name queries.. | 2024-11-21 |
| Geo-Targeted / Neighborhood PAA | Adding geographic specificity to PAA content and to the traffic that consumes it.. | 2024-11-21 |
| The Google Vision Image Test Loop | Verify that Google actually reads your image as the keyword you want before you publish it.. | 2024-12-19 |
| Review Sentiment Analysis with Google NLP | Score the sentiment and entities in a client's reviews with Google's Natural Language API and act on what comes back.. | 2024-12-13 |
| Indexing Audit First | The first thing to do on any new client, before any strategy work.. | 2024-12-19 |
| Custom GPT Content Stack | Two GPTs: an auditor that grades content against Google's own documents, and a per-client writer that knows the business.. | 2025-04 |
| Tier-One Links to Service Pages (RD100) | Where the links actually point. | 2025-02-20 |
| Realistic Referral Traffic (CTR Ops) | Mike's named correction to lazy CTR referral setups. | public CTR Geeks episode, date not stated in transcript |
| Call Tracking and ROI Reporting | How to prove the work and how to report it. | 2025-01-23 |
| Single Variable Testing | Change one thing at a time so you can actually attribute the result.. | 2025-01-23 |
| The Profit-Share / Revenue-Share Client Model | Moving an agency off flat monthly fees onto a percentage deal. | 2024-11-21 |
Common questions
The Playbook FAQ answers the 18 questions that came up most often on the calls, with the answer attributed to whoever gave it.
How to read the source column
Every playbook page ends with a source table pointing at a real file in this archive:
_ingest/fireflies/calls/ Fireflies transcripts, .md with frontmatter
main/master-folder/_Transcripts/ raw .txt / .vtt / .docx call transcripts
main/master-folder/_Mastermind-Calls/ dated folders with the video mastersFireflies filenames carry the UPLOAD date, not the call date
Every source below lists the real call date, resolved against main/master-folder/_Mastermind-Calls/ folder names and cross-checked on transcript timestamps. Example: the file dated 2025-07-08_green-grid-goblins-mastermind-monthly-m-recording.md is the 2025-02-20 call, confirmed by matching the 3:39 timestamp to 'Feb 20 2025 - Full Transcript.txt'.
The archive is still growing
Archive is still growing. ~11 calls from 2025-08 through 2026-07 are being transcribed separately. Items keyed by call_date so new calls append cleanly.