Updated at 10:18 AM PHT,
by
Dennis Cabrera
Optimize for Schema, Structure Content, Earn Trust, & Sell
11-Step Workflow for Your Philippine MSME Income Goals
Given in this post is a comprehensive 11-step E-SEO to Income tutorial workflow, designed to help Philippine MSMEs and marketing professionals achieve income goals by:
- optimizing Schema and content architecture,
- leveraging E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), and
- employing Conversion Rate Optimization (CRO) and A/B testing.
It is a detailed sequence representing an important strategic pivot to navigate the modern search landscape, which works on the challenges posed by the Search Generative Experience (SGE) of enhanced search results and the prevalence of zero-click results. The full 11-step progression includes 11 phases:
- SGE - Search Generative Experience,
- Schema.org,
- Entity SEO,
- Pillar/Topic Clusters,
- Internal Linking,
- Repurposing,
- E-E-A-T,
- Brand Trust,
- CRO-A/B Testing,
- Sales, and
- Income
Each phase of this foundational workflow is a guide to scale Philippine MSMEs with sites online and maximize their visibility and conversions. This tutorial is based on four core, main structures required for long-term growth:
- AI Search Readiness & Technical Foundation (SGE, Schema, Entity SEO),
- Topical Authority & Site Architecture (Pillar Pages/Topic Clusters, Internal Linking),
- Credibility, Trust, & Omnichannel Distribution (Repurposing, E-E-A-T, Brand Trust), and
- finally, Performance & Monetization (CRO/A/B Testing, Sales, Income)
The primary goal of the 11-Step E-SEO workflow is to shift focus from mere visibility and ranking toward measurable business results by ensuring content is machine-ready, authority is established, and the user's journey is optimized for information gain [1][2][3].
Click on any step (1-11) above to learn more about the process!
1. SGE (Search Generative Experience)
SGE stands for Search Generative Experience. It is like a super-assistant right in your search results. Think of it as Google giving you a much more direct, conversational answer to your search queries, often summarizing information from various sources. This improved experience is a pivot from previous search results experience with a list blue-colored anchor text.
Why it matters: Your content now needs to be SGE-ready! This means writing clear, authoritative, and fact-checked content that Google can easily understand and use as its source. If your site provides the best answer, it's more likely to be featured in these generative responses, driving more visibility and trust to your brand. To really increase visibility and trust to your brand, optimize all your content for AI-Driven Discovery (AIO) or Generative Engine Optimization (GEO).
2. Schema.org
Next in line is to mark up that content with Schema.org. This is like providing Google with well-detailed machine-ready language about your the content in all your web pages. It's a structured data vocabulary that you add to your website's HTML 5.0 to help Google and the other search engines understand the information and data on your pages better.
Why it matters: When Google understands your content precisely (e.g., this is an organization, this is a recipe, this is a product, this is an event), it can display it in richer, more appealing ways in the search results – like star ratings, prices, or event dates. These are called rich snippets, and they can significantly increase your click-through rates. Your content should integrate schema for Author, Product, Organization, and LocalBusiness. Also use FAQPage schema, the format that best constructs the question-answer pair format for machine-readability.
3. Entity SEO
Think of Entity SEO as using keywords as a base but focusing more on Entities – specific People, Places, Concepts, or Organizations. It's about showing Google that your content is deeply knowledgeable and connected to real-world entities that are part of Google's Knowledge Graph.
Why it matters: This is necessary to build topical authority and visibility for complex queries, signaling to Google that the site is a comprehensive resource. This structural clarity is key because AI systems prioritize fast, technically organized data. Google is becoming increasingly sophisticated at understanding context and relationships between entities. These entities are defined through your structured data, and shows the AI systems what specific people, places, concepts, and organizations are linked to your content's topical authority.
4. Pillar Pages / Topic Clusters
Step 4 involves the core of your content architecture. A Pillar Page is a comprehensive guide on a broad topic. As an example, think of a Philippine MSME with a site that sells rice in different varieties. They can have a "pillar page" with the title, "All You Need to Know About Pinoy Bigas!". Then, their Topic Clusters are groups of articles that provide information gain to the user about the specific aspects of the pillar page. Example of topic clusters: "Types of Bigas", "Dinorado," "Sinandomeng," "Jasmine," "Malagkit".
Why it matters: This structure tells search engines you're an expert with a pillar page and topic clusters on your topic of authority. A pillar page internally links to all the cluster content, and all the topic clusters link back to the pillar page. This interconnected web builds authority, improves internal linking, and makes it easier for users and search engines to navigate your site.
5. Internal Linking Structure
Aside from Pillar page/Topic clusters, an overall internal linking structure is important. This is all about how your pages connect to each other within your own website. We're talking about giving your readers (and search engines) a clear, logical path to explore significant or related content.
Why it matters: A strong internal linking structure spreads "link equity" (authority) throughout your site, helps search engines discover new content, and most importantly, keeps users engaged by guiding them to more relevant information. It's like creating a helpful organization of links (from main topic to subtopic) that trail across your entire site. One strategy in internal linking is to use Semantic Internal Linking Schema (such as significantLink and relatedLink) to establish site structure and page relationships within the whole site.
6. Repurposing Content
Don't let your high-performing content excel only in one platform like Facebook Pages! Repurposing content means taking an existing piece of content (like a Facebook post with many Likes) and transforming it into different formats to reach a wider audience.
Why it matters: You can turn a Facebook post or blog post into a podcast, an infographic, a video script, and as posts to other social media like LinkedIn, or market it as an email marketing series. This multiplies your content's reach and value without having to create entirely new content from scratch. It saves energy and time; and you work smart with the use of AI apps!
7. E-E-A-T Signals
This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These are crucial factors Google uses to evaluate the quality and credibility of your content and website, especially for topics that could impact a user's health, financial stability, or safety.
Why it matters: Demonstrating E-E-A-T means showing that your Philippine MSME and your content creators have real-world experience, are experts in your MSME's niche, are a recognized authority, and can be trusted. This E-E-A-T can involve author bios, citations, mentions on reputable sites, and a secure website/blog. Credibility is consistently built through transparency as it cites sources, and links content to authors' personal credentials. Higher E-E-A-T often leads to higher rankings.
8. Brand Visibility and Trust
This stage is all about making your brand known and revisited by a loyal base of readers! It's the culmination of consistently delivering valuable content, having a strong online presence, and building a positive reputation.
Why it matters: When people see your brand everywhere (social media, search results, other sites) and associate it with quality and reliability, they're more likely to seek you out directly, trust your recommendations, and ultimately, become customers. Visibility without earning trust is just noise; trust leads to loyalty. And when loyal readers are ready to decide to buy your product or service, then you are doing a good job!
9. CRO - A/B Testing (Conversion Rate Optimization)
Now this is getting down to the significant details of the content strategy business: turning visitors into decision-makers and action-takers! CRO is the process of optimizing your website and content to increase the percentage of visitors who complete a desired action – whether that's signing up for a newsletter, downloading a resource, and most important of all - making a purchase. A/B testing is a key CRO technique where you compare two versions of a webpage, checking to see which element in A, or B, performs better results.
Why it matters: Your MSME worked hard to get people to your site; now it's time to make sure they do what you want them to do. A/B testing allows you to make data-driven decisions about everything from elements such as button colors, headline wording, or decision-making keywords ensure that every element on your page is optimized for conversions. "Whichever version lets your readers decide and take action to purchase is the goal of CRO - A/B Testing!"
10. Sales
This is the purpose of the process! After all the hard work in optimizing your E-SEO, content, brand, and conversions, this is where visitors finally commit to take action and buy. Whether it's a lead generation, a product purchase, or a service package sign-up, this is the direct result of your diligent efforts.
Why it matters: Sales are the primary indicator of whether your entire E-SEO, content architecture, brand trust, and CRO strategy is effectively driving business growth. It validates your approach and finally provides the income necessary to sustain and scale your operations.
11. Income
And finally, the ultimate goal: Income! This is the net financial gain derived from your sales, after accounting for all costs and expenses. It's the tangible reward for successfully implementing your 11-Step E-SEO to Income workflow.
Why it matters: Income represents profitability and the sustainable growth of your business. It allows for reinvestment into digital marketing, product development, and team expansion, producing a virtuous cycle of planned success. This is where all the gears in your E-SEO production line ultimately deliver their best value.
