Standard Operating Procedures
RecentCore SOPs from the Merlino Mastermind -- the repeatable processes that drive results for every client. These are the battle-tested systems built from years of local SEO dominance, refined through hundreds of client campaigns and mastermind sessions.
The Merlino System at a Glance
Every SOP in this system connects back to one core principle: Tell Google WHO you are, WHAT you do, and WHERE you do it. Every asset you create, every signal you send, every link you build should reinforce those three things.
SOPs Directory
| SOP | What It Covers | Priority |
|---|---|---|
| Brand Identity | The Who/What/Where framework -- the foundation of everything | 1 - Foundation |
| GMB Optimization | GMB Sniper Optimization checklist and blast protocols | 2 - Core Asset |
| Magic Blog Post | The complete syndication chain from one blog post | 3 - Content Engine |
| PAA Strategy | People Also Ask research, content, and featured snippets | 4 - Content Targeting |
| Image SEO | NAPW framework, geo-tagging, Vision API verification | 5 - Signal Layer |
| Review Strategy | Entity-rich reviews, velocity, NLP analysis | 6 - Trust Signals |
| Press Releases | PR stacking, link architecture, distribution cadence | 7 - Authority Links |
| Site Structure | LLPs, silos, internal linking, multi-location architecture | 8 - Technical Base |
The Priority Stack
The SOPs build on each other in a specific order. Brand Identity is the foundation -- nothing works without it. GMB and Site Structure come next as your two primary assets. Then the content engine (Magic Blog Post + PAA) drives everything forward, amplified by Image SEO, Reviews, and Press Releases.
How to Use These SOPs
Recommended Approach
New clients: Start with Brand Identity, then GMB Optimization, then Site Structure. Once the foundation is solid, begin the Magic Blog Post cycle.
Existing clients: Run the Brand Identity audit first to find gaps. Fix those before adding new content to the machine.
Common Mistake
Do not skip Brand Identity and jump straight to content creation. Without consistent WHO/WHAT/WHERE signals across all platforms, content syndication amplifies confusion instead of authority.
The Merlino Workflow Cycle
Once a client is fully set up, the ongoing monthly workflow follows this cycle:
| Week | Activities |
|---|---|
| Week 1 | Write Magic Blog Post, create PAA content, build images, record video |
| Week 2 | Syndicate blog post across all channels, submit press releases, update Google Site |
| Week 3 | Push for reviews, upload new GMB images, run image distribution |
| Week 4 | Audit GSC data, check rankings, fix broken signals, plan next month |
Key Principles
- Consistency beats volume -- one well-syndicated blog post per month beats 10 thin posts
- Every asset carries identity -- if it does not say WHO/WHAT/WHERE, it is incomplete
- GMB is your #1 asset -- treat it with more care than the website
- Reviews are rocket fuel -- entity-rich reviews move the needle faster than almost anything
- Never blast more than once per week -- controlled velocity prevents flags
- Show the address -- a visible physical address is a massive brand signal
- Images talk to Google -- Google Vision AI reads your images, so put your identity on them
"Brand is everything to Google. Tell them who you are, what you do, and where you do it -- on every single thing you put out there." -- Mike Merlino
See Also
- Workflows -- End-to-end workflows that chain these SOPs together
- Quick Reference -- Cheat sheets and quick-access cards
- Mastermind Calls -- Session recordings and key takeaways