How Does TPG Guarantee Ongoing Optimization—Not Just Launch?
Launch is day one. We contract for continuous improvement: fixed reporting cadence, experiment backlog, refresh SLAs, and a public change log—so clusters keep earning citations and pipeline.
Our MSA/SOW includes post-launch operations: weekly snapshots, monthly reviews, quarterly roadmaps, and a refresh cadence. We maintain a live backlog of experiments (intro length, schema variants, link placement, CTA copy), prioritize by impact, and ship improvements on a sprint rhythm. All changes are documented and measurable.
Governance We Put in Place
| Element | What it includes | Owner | Why it matters |
|---|---|---|---|
| Cadence | Weekly snapshot, monthly review, quarterly roadmap | Program lead | Keeps momentum and decision rights clear |
| Experiment backlog | Ranked tests with hypotheses and success metrics | AEO lead | Turns ideas into measurable gains |
| Refresh SLAs | Trigger- and time-based updates (e.g., pricing, policy) | Content ops | Prevents staleness; protects citations |
| Telemetry | Answer share, coverage, CTR to pillar, assisted pipeline | Analytics | Measures what drives revenue, not vanity metrics |
| Change log | Human-readable notes per release on the pillar | Publisher | Signals freshness to users and engines |
A Typical Month After Launch
Confirm KPI targets, audit schema/link hygiene, publish sprint goals.
Run 1–2 micro-experiments (answer length, link placement); ship quick wins.
Tighten top pages, update tables/FAQs, fix links; log changes.
Monthly readout with learnings, next sprint scope, and owner assignments.
What We Keep Improving
Answer Quality
Rewrite the first 40–90 words for clarity, update facts, and align with new objections.
Internal Linking
Optimize sibling links and pillar routes; fix anchor text for intent clarity.
Schema & Speed
Validate FAQ/HowTo/QAPage markup; resolve errors; keep pages lightweight.
Conversion Paths
Iterate CTAs, layout, and offer placement based on engagement data.
FAQ
What guarantees the work won’t stall after launch?
Governance in the SOW: defined cadence, owners, SLAs, and an experiment backlog reviewed monthly.
Do we get real-time visibility?
Yes—dashboards for answer share, coverage, engagement, and assisted pipeline, plus weekly one-pagers.
Who approves changes?
RACI defines decision rights. Low-risk copy/links ship within the sprint; sensitive updates route to Legal/PMM.
How are experiments chosen?
We score by impact, confidence, and effort. Wins roll out cluster-wide; losses are documented in the log.
What happens if metrics slip?
We trigger a focused refresh: retighten answers, expand tables, add/repair links, and test new CTAs.