--- date: 2026-05-26 version: 1.0 scope: plan SEO consolidé pour la refonte advmfr.com inputs: - SEO/analyse-home-keyword.md - SEO/pages/*.md (14 analyses deep) - SEO/Kwyword recherche/kwfinder-2026-05-26-cluster-home-34kw.csv - SEO/Kwyword recherche/kwfinder-2026-05-26-pages-blog-254kw.csv - SEO/plan-keywords-par-page.md status: active --- # Master SEO Plan — ADVMFR ## 0. Executive Summary **Site cible** : refonte advmfr.com. Brand B2B Thai fine jewellery manufacturer, 30+ ans, RJC certifié, OEM/ODM, 3M pcs/an. **Audience prioritaire** : B2B brands, distributors, retailers — marchés UK, EU, US, Asie, Inde. **Décision linguistique** : **UK English systématique** (`jewellery`, `colour`, `centre`). Asymétrie Mangools UK/US flagrante : `custom jewellery manufacturer` KD 15 (UK) vs `custom jewelry manufacturer` KD 41 (US) à volume identique. Le SERP UK est sous-compétitif et c'est notre porte d'entrée. **Architecture cible** : 7 pages institutionnelles existantes (refondues) + 3 nouvelles pages stratégiques + 3 sub-pages process + 4 sub-pages catégorie + 1 blog hub avec ~34 articles éditoriaux. **Roadmap** : 3 phases (institutionnel → expansion B2B → contenu éditorial) sur 9-12 mois. **Risque structurel #1** : cluster manufacturer en érosion -57 à -90% growth 12m sur la majorité des keywords. On capture le résiduel + on positionne pour rebond + on se diversifie via blog. --- ## 1. URL tree de la refonte ``` / [HOME — refonte] ├── /about-us/ [refonte] ├── /design-development/ [refonte] ├── /production-process/ [refonte HUB] │ ├── /production-process/lost-wax-casting/ 🆕 │ ├── /production-process/jewellery-plating/ 🆕 │ └── /production-process/jewellery-polishing/ 🆕 ├── /sustainability/ [refonte] ├── /gallery/ [refonte — visual support, no SEO chase] ├── /news-events/ [refonte] ├── /contact-us/ [refonte — Schema priority] │ ├── /wholesale-suppliers/ 🆕 NEW page ├── /oem-jewellery-manufacturer/ 🆕 NEW page │ ├── /categories/ 🆕 NEW HUB │ ├── /categories/rings/ 🆕 │ ├── /categories/earrings/ 🆕 │ ├── /categories/bracelets/ 🆕 │ └── /categories/chains/ 🆕 │ (necklaces + pendants rolled into hub as H2) │ └── /blog/ 🆕 NEW SECTION ├── [Sourcing & achat B2B] 8 articles (1 pillar + 7 spokes) ├── [Process & technique] 12 articles (11 GO + 1 bonus) ├── [Tendances marché & design] 7 articles (4 KILL rolled into hub) └── [RSE / sustainability] 8 articles ``` **Total** : 8 pages institutionnelles + 5 nouvelles pages stratégiques + 3 sub-process + 4 sub-categories + 1 blog hub + ~35 articles éditoriaux = **20 pages + 35 articles** à mettre en ligne. --- ## 2. Mapping page → primary keyword ### Pages institutionnelles (refonte) | Page | Primary KW | Vol | KD | Intent | Status | Deep analysis | |---|---|---|---|---|---|---| | `/` | `jewellery manufacturing` | 2 600 | **8** | navigational, commercial | tranché v0 | [analyse-home-keyword.md](./analyse-home-keyword.md) | | `/about-us/` | `jewellery manufacturer thailand` | 230 | 26 | commercial | tranché | [pages/about-us.md](./pages/about-us.md) | | `/design-development/` | `custom jewellery design` | 5 000 | 27 | commercial | **réarbitré** ⚠️ | [pages/design-development.md](./pages/design-development.md) | | `/production-process/` (hub) | `jewellery manufacturing process` | 30 | **9** | informational | tranché | [pages/production-process.md](./pages/production-process.md) | | `/sustainability/` | `rjc certified jewellery manufacturer` | n/a | 18 | commercial | tranché | [pages/sustainability.md](./pages/sustainability.md) | | `/gallery/` | (none — visual support) | — | — | — | tranché | [pages/gallery.md](./pages/gallery.md) | | `/news-events/` | `jewellery trade fairs` (+ `jewelry trade fairs`) | 340+560 | 16-18 | informational | tranché | [pages/news-events.md](./pages/news-events.md) | | `/contact-us/` | (brand + geo + Schema) | — | — | brand | tranché | [pages/contact-us.md](./pages/contact-us.md) | ### Sub-pages /production-process/ | Sub-page | Primary KW | Vol | KD | Growth | |---|---|---|---|---| | `/lost-wax-casting/` | `lost wax casting for jewelry` | 1 600 | 23 | stable | | `/jewellery-plating/` | `jewellery electroplating` | 990 | **19** | **+127%** | | `/jewellery-polishing/` | `jewellery polishing` | 1 200 | **18** | n/a | ⚠️ **Enamel sub-page killée** (proposée initialement) : SERP US verrouillé par DTC retailers (KD 47), vol cumulé insuffisant → reste en H2 hub + 1 blog process. ### Nouvelles pages stratégiques | Page | Primary KW | Vol | KD | Intent | Notes | |---|---|---|---|---|---| | `/wholesale-suppliers/` 🆕 | `suppliers for jewellery making` | 36 300 | 38 | transactional | plan B quick wins étagés | | `/oem-jewellery-manufacturer/` 🆕 | `custom jewellery manufacturer` | 1 700 | **15** | commercial | **arbitrage 2026-05-26** ⚠️ | | `/categories/` (hub) 🆕 | (hub overview) | — | — | navigational | dispatch vers 4 sub-pages | ### Sub-pages /categories/ | Sub-page | Primary KW | Vol | KD | Notes | |---|---|---|---|---| | `/categories/rings/` | `rings manufacturer` | 230 | 24 | volume leader | | `/categories/earrings/` | `earring manufacturer` + `hoop earrings manufacturer` | 60+10 | 16-? | hoops growth **+100%** | | `/categories/bracelets/` | `bracelets manufacturer` | 80 | 23 | | | `/categories/chains/` | `chain manufacturer` | 100 | 17 | title doit clarifier "Gold & Silver chain" (disambig) | ### Pages /blog/ (clusters éditoriaux) | Cluster | Articles GO | KILL | Top 3 priorités | |---|---|---|---| | Sourcing B2B | 8 (1 pillar + 7 spokes) | 7 | `how-to-choose-manufacturer` (pillar) / `moq-explained` / `oem-vs-odm` | | Process & technique | 11+1 bonus | 4 | `lost-wax-casting-guide` / `gold-plating-vs-vermeil` (vol 11 420 cumulé) / `gold-purity-10-14-18k` | | Tendances marché | 7 | 4 (rolled into hub) | `industry-report` (pillar) / `demi-fine` (KD **5**) / `trends-2027` (deadline 15 sept 2026) | | RSE / sustainability | 8 | 2 | `rjc-guide` / `rjc-cert-explained` / `recycled-gold-guide` | **Total éditorial : ~34 articles GO, ~17 KILL (rolled into pillars)**. --- ## 3. Règles de cannibalisation — vocabulaire frontière Garde-fou anti-cannibalisation strict : chaque mot-clé "appartient" à UNE seule URL. Body, H1, title, meta de chaque page doit respecter sa frontière. ### Vocabulaire par page (mot critique) | Vocabulaire / mot clé | Propriétaire (page) | INTERDIT sur | |---|---|---| | `jewellery manufacturing` (générique) | `/` (home) | autres pages = body uniquement, jamais H1/title | | `jewellery manufacturer thailand` / `thai` / `bangkok` | `/about-us/` | autres pages = pas en H1 | | `custom jewellery design` (5 000 vol) | `/design-development/` | `/oem/` (pivot final ≠ design) | | `custom jewellery manufacturer` (1 700 vol) | `/oem-jewellery-manufacturer/` | `/design-development/` ❌ ZERO body | | `OEM`, `ODM`, `private label`, `white label`, `contract manufacturer` | `/oem-jewellery-manufacturer/` | `/design-development/` ❌ ZERO body | | `cad`, `3d printing`, `prototyping`, `sampling`, `design service` | `/design-development/` | `/oem/` (référence rapide via link interne uniquement) | | `jewellery manufacturing process` (hub) | `/production-process/` | sub-pages = hub ne tape PAS les kw sub | | `lost wax casting` | `/production-process/lost-wax-casting/` | hub = mention en H2 + lien | | `jewellery electroplating` / `plating` | `/production-process/jewellery-plating/` | hub = mention + lien | | `jewellery polishing` | `/production-process/jewellery-polishing/` | hub = mention + lien | | `rjc certified * manufacturer`, `ethical`, `sustainable`, `eco friendly` (en tant que manufacturer) | `/sustainability/` | `/blog/` RSE ne tape PAS ces kw transactional | | `responsible jewellery council`, `kimberley process`, `lab grown diamond` (explained/vs/guide), `conflict free`, `recycled gold guide`, `fairmined/fairtrade` | `/blog/` RSE (8 articles) | `/sustainability/` ne tape PAS ces kw informational | | `wholesale jewellery`, `jewellery wholesale`, `supplier`, `findings`, `bulk`, `MOQ` | `/wholesale-suppliers/` | `/` (home doit retirer "Wholesale Supplier" du title actuel) | | ` jewellery manufacturer` (gold, silver, diamond, pearl, brass, etc.) | `/categories//` (à créer en phase 3) | `/gallery/` (no SEO chase) | | ` manufacturer` (rings, earrings, bracelets, chains) | `/categories//` | hub = liste + lien | | `jewelry/jewellery trade fairs`, `exhibitions`, `trade shows` | `/news-events/` | autres pages = pas en H1 | | `advance manufacturers thailand` (brand) | `/contact-us/` (Schema) + `/` | `/about-us/` = mention naturelle ok | ### Règles transversales 1. **Sub-page > hub** : si une sub-page existe sur un kw, le hub évite ce kw en H1/title. Hub fait du **discovery** vers sub-pages. 2. **Page corporate > article blog** sur les kw transactional ; **article blog > page corporate** sur les kw informational. Le split intent est la règle d'or, pas le volume. 3. **Mot-clé brand (`Advance Manufacturers`)** : autorisé partout, mais en mention naturelle (pas en H1 sauf home + contact). 4. **Variantes orthographiques** : on cible UK en priorité (kw_primary). Les variantes US captées par body + intent SERP qui se croisent naturellement. --- ## 4. Roadmap — 3 phases ### Phase 1 — Foundation (M1-M3) — institutionnel refondu **Objectif** : remettre le site existant au standard SEO B2B + lancer les NEW pages les plus stratégiques. | Priorité | Livrable | Notes | |---|---|---| | P0 | `/` (home) — refonte | Title doit RETIRER "Wholesale Supplier" (anti-cannibalisation `/wholesale-suppliers/`) | | P0 | `/about-us/` — refonte | Re-submit cluster Thailand en UK Mangools avant publi | | P0 | `/contact-us/` — refonte + Schema complet | Organization + LocalBusiness + GeoCoordinates 13.778318/100.787995 — gain Knowledge Graph | | P1 | `/design-development/` — refonte | Pivot sur `custom jewellery design`, zero "manufacturer" dans body | | P1 | `/production-process/` (hub) — refonte | Sans les 3 sub-pages (créées en phase 2) | | P1 | `/sustainability/` — refonte | KW split avec blog appliqué (15 kw restent ici, 24 partent au blog) | | P2 | `/gallery/` — refonte light | Visual support, alt audit UK, ImageObject schema | | P2 | `/news-events/` — refonte | Schema ExhibitionEvent par fair, fix typo "Kong Hong Kong", workflow update annuel Plane | | P1 | `/oem-jewellery-manufacturer/` 🆕 | Sales pitch page, KW `custom jewellery manufacturer` | | P0 | `/wholesale-suppliers/` 🆕 | Plus gros levier volume (36 300 vol primary), plan B kw étagés | **Critères de succès P1** : 100% des pages avec H1/title/meta/Schema, sitemap.xml, hreflang si multilingue, internal linking matrix appliquée, Plausible/GA4 + Search Console branchés. ### Phase 2 — Expansion (M3-M6) — sub-pages + catégories | Priorité | Livrable | Notes | |---|---|---| | P1 | `/production-process/lost-wax-casting/` 🆕 | KW déjà tracké KD 23 vol 1 600 | | P1 | `/production-process/jewellery-plating/` 🆕 | Growth +127% — urgence stratégique | | P1 | `/production-process/jewellery-polishing/` 🆕 | Vol 1 200 KD 18, opportunité KD/vol la plus haute du dataset | | P2 | `/categories/` (hub) 🆕 | Avec /rings/, /earrings/, /bracelets/, /chains/ | | P2 | `/categories/rings/` 🆕 | Vol 230 KD 24, leader catégorie | | P2 | `/categories/earrings/` 🆕 | Hoop earrings growth +100% à exploiter | | P2 | `/categories/bracelets/` 🆕 | Vol 80 KD 23 | | P2 | `/categories/chains/` 🆕 | Title doit lever ambiguïté (chain = hardware) | | P3 | `/categories/necklaces/` | À créer SI traction 6 mois post-MEP | | P3 | `/categories/pendants/` | Idem | ### Phase 3 — Authority (M4-M12) — blog éditorial **~34 articles**, séquencés par cluster + priorité KD/vol. | Cluster | Cadence | Premier article | Deadline dure | |---|---|---|---| | Tendances 2027 | Q3-Q4 2026 | `industry-report` (M6) | **`trends-2027` publish 15 sept 2026** | | Sourcing B2B | M7-M14 (1/mois × 8) | `how-to-choose-manufacturer` (pillar) | — | | Process & technique | M6-M12 (2/mois × 6) | `lost-wax-casting-guide` + `gold-purity-guide` | — | | RSE / sustainability | M6-M11 (1/mois × 6) | `rjc-guide` (W1) + `rjc-cert-explained` (W3) | — | **Workload refresh annuel trends** : ~45h/an à budgéter dans Plane (cycle Q4 chaque année). --- ## 5. Internal linking matrix ### Hub → spokes (pages haut PageRank → pages cibles) | Source (envoie PR) | Cible | Anchor recommandée | |---|---|---| | `/` | `/oem-jewellery-manufacturer/` | "OEM & private label service" | | `/` | `/wholesale-suppliers/` | "wholesale jewellery supplier" | | `/` | `/design-development/` | "in-house design & development team" | | `/` | `/production-process/` | "see our full production process" | | `/` | `/sustainability/` | "RJC certified ethical manufacturing" | | `/about-us/` | `/sustainability/` | "RJC certified member" | | `/about-us/` | `/contact-us/` | "visit our factory" | | `/production-process/` (hub) | `/lost-wax-casting/` | "see our lost wax casting process →" | | `/production-process/` (hub) | `/jewellery-plating/` | "see our plating process →" | | `/production-process/` (hub) | `/jewellery-polishing/` | "see our polishing process →" | | `/design-development/` | `/oem-jewellery-manufacturer/` | "Looking for full OEM/ODM service? →" (phrase de pont obligatoire) | | `/oem-jewellery-manufacturer/` | `/design-development/` | "See our design process →" (réciproque) | | `/gallery/` | `/categories//` | "Browse our [material] collection" | | `/sustainability/` | `/blog/rjc-guide/` | "Learn about the RJC certification" | | `/sustainability/` | `/blog/recycled-gold-guide/` | "Read about recycled gold" | | `/blog/
` | page commerciale primaire | CTA unique en milieu/fin (cf deep analyses) | ### Conversion linking (toutes pages → contact) Toutes les pages doivent avoir un **CTA visible** vers `/contact-us/` (header sticky + fin de page minimum). Sur les pages commerciales (`/wholesale-suppliers/`, `/oem-jewellery-manufacturer/`, `/design-development/`), un CTA secondaire "Request a quote". ### Footer linking (égalisation PR) Footer global avec tous les hubs + sub-pages clés (pas tous les articles blog — uniquement le blog hub). --- ## 6. Décisions log | Date | Décision | Raison | Lien | |---|---|---|---| | 2026-05-26 | Site UK English systématique | Asymétrie Mangools KD 15 (UK) vs KD 41 (US) sur `custom * manufacturer` | analyse-home-keyword.md | | 2026-05-26 | Home primary = `jewellery manufacturing` (KD 8) | Outlier KD le plus bas du cluster manufacturer | analyse-home-keyword.md | | 2026-05-26 | Arbitrage : `/design-development/` → `custom jewellery design`, `/oem/` → `custom jewellery manufacturer` | Sous-agents avaient choisi le même primary | pages/design-development.md + pages/oem-jewellery-manufacturer.md | | 2026-05-26 | `/production-process/` : 3 sub-pages (lost-wax, plating, polishing) | Vol/KD justifie. Enamel killé. | pages/production-process.md | | 2026-05-26 | `/news-events/` reste single-page (pas split par fair) | Fair-name kw < 50 vol ou KD locked (vicenzaoro KD 36) | pages/news-events.md | | 2026-05-26 | `/gallery/` = visual-support pur (pas hub SEO) | Cluster matière dispersé sur 14+ variantes, transfert vers `/categories//` | pages/gallery.md | | 2026-05-26 | `/contact-us/` = focus Schema NAP + brand, pas kw volume | KW candidates ont vol = null | pages/contact-us.md | | 2026-05-26 | `/sustainability/` split avec blog : 15 kw restent (manufacturer/transactional), 24 partent (informational) | Intent + SERP type | pages/sustainability.md + blog-rse | | 2026-05-26 | `/categories/` : 4 sub-pages (rings/earrings/bracelets/chains), necklaces+pendants en H2 hub | Vol/KD insuffisant pour pages dédiées | pages/categories-hub.md | | 2026-05-26 | Blog : 34 articles GO (8 sourcing + 12 process + 7 trends + 8 RSE), 17 KILL | Pillar/spoke + hub-and-spoke maillage | 4 blog-* analyses | | 2026-05-26 | ❌ `fairmined gold` / `fairtrade gold` : blog comparatif neutre uniquement | ADVMFR non certifié — risque greenwashing | blog-rse-sustainability.md | --- ## 7. Risques majeurs ### Risque 1 — Cluster manufacturer en érosion (-57 à -90% growth) - **Observation** : tout le cluster jewellery manufacturer baisse sur 12 mois (cohérent avec saturation post-COVID et déplacement vers TikTok shop / consumer brands). - **Mitigation** : diversification via blog (top of funnel) + catégories (sub-niche) + RSE (ESG/CSRD avenir). On capture le résiduel, on positionne pour rebond. - **Watch** : monitoring trimestriel Search Console + Mangools refresh. ### Risque 2 — Asymétrie UK/US Mangools (KD 15 vs 41) - **Observation** : sur le même volume, Mangools donne KD très différent UK vs US sur `custom * manufacturer`. - **Hypothèses** : (a) SERP UK moins peuplé, (b) bug Mangools sur volumes faibles, (c) intent légèrement différent capté. - **Mitigation** : vérification manuelle Google.co.uk top 10 AVANT publication des pages /design-development/ et /oem/. Si dominé par concurrents inattaquables → fausse promesse, replan. ### Risque 3 — `suppliers for jewellery making` KD 38 (page wholesale) - **Observation** : primary trop ambitieux pour une page neuve sans historique. Pic 60 500 vol en 8/2025 = signal viral, pas durable. - **Mitigation** : plan B étagé. Quick wins d'abord : `thailand wholesale jewelry` (KD 21) → `wholesale jewelry supplier` (KD 36) → primary (KD 38) en 9-18 mois selon backlinks. ### Risque 4 — Cannibalisation /design-development/ ↔ /oem/ - **Observation** : 2 pages avec "custom" + cluster proche. Risque que Google rank une seule URL pour les 2 queries. - **Mitigation** : règle vocabulaire frontière (section 3) strictement appliquée. Audit Search Console post-publi (queries → URLs). ### Risque 5 — AI Overview en expansion - **Observation** : SERPs OEM/ODM/contract montrent déjà AI Overview. SERPs RJC/sustainability suivront. - **Mitigation** : structure schema (FAQPage, HowTo, Article), FAQ visibles, contenu structuré citable. ### Risque 6 — `fairmined/fairtrade gold` greenwashing - **Observation** : ADVMFR n'est PAS certifié Fairmined/Fairtrade. - **Règle dure** : NE JAMAIS le mentionner sur les pages corporate. Traité uniquement en blog comparatif neutre. ### Risque 7 — Trends articles seasonal & yearly refresh - **Observation** : `jewellery trends 20XX` peak Q4 → publication trop tardive = wave manquée. Workload refresh annuel ~45h. - **Mitigation** : URL evergreen (sans année), refresh on-page annuel (pas de chaîne 301). Deadline dure publish 15 sept pour l'année N+1. --- ## 8. Open questions / next steps ### À arbitrer / valider par le client (ADVMFR) 1. **Liste des softwares CAD/CAM utilisés** (Matrix, Rhino, ZBrush, JewelCAD ?) — enrichit `/design-development/` sur les longues traînes "matrix jewellery cad service" 2. **Nombre exact de designers + CAD specialists** (sur les 400 employés) — proof point B2B 3. **Validation que `trends-2027` publish 15 sept 2026 est tenable** — sinon repousser flagship sur autre cluster 4. **Validation UK English systématique** — confirme la stratégie (impact contenu + lien interne + URL) ### À refaire / re-submit Mangools 1. **Re-submit cluster Thailand en location UK** (Mangools)— pour valider la pertinence /about-us/ sur le vrai marché cible (data actuelle = US uniquement) 2. **Vérification manuelle SERP UK** pour `custom jewellery manufacturer` + `custom jewellery design` AVANT publication 3. **Tracking trimestriel** des clusters en érosion (manufacturer, wholesale, sustainability) pour ajuster ### Prochaines étapes opérationnelles 1. ✅ **Master plan rédigé** (ce document) 2. ⏭️ **Plane work items** : créer la backlog par phase (P0/P1/P2/P3) dans projet `WEB` du workspace `advmfr`. Convention anglais EN, labels par phase + par type (page-static, page-blog, schema, migration). 3. ⏭️ **Wireframes / design** : commencer par les pages P0 (home, contact-us, wholesale-suppliers) 4. ⏭️ **Content writing** : briefs détaillés depuis les analyses /pages/*.md 5. ⏭️ **Schema implementation** : commencer par `/contact-us/` (gain Knowledge Graph immédiat) 6. ⏭️ **Migration redirects** : audit anciennes URLs + map 301 (probable pour `/privacy-policy/` et `/term-of-use/` qui sont en 404 actuel) --- ## 9. Annexe — sources & deep analyses | Document | Rôle | |---|---| | [analyse-home-keyword.md](./analyse-home-keyword.md) | Analyse home → choix `jewellery manufacturing` KD 8 | | [pages/about-us.md](./pages/about-us.md) | Deep page institutionnelle | | [pages/design-development.md](./pages/design-development.md) | Deep page service design (arbitré) | | [pages/production-process.md](./pages/production-process.md) | Deep page hub + 3 sub-pages | | [pages/sustainability.md](./pages/sustainability.md) | Deep page RSE + split blog | | [pages/gallery.md](./pages/gallery.md) | Deep page visual support | | [pages/news-events.md](./pages/news-events.md) | Deep page single-page + Schema | | [pages/contact-us.md](./pages/contact-us.md) | Deep page Schema NAP | | [pages/wholesale-suppliers.md](./pages/wholesale-suppliers.md) | Deep NEW page wholesale | | [pages/oem-jewellery-manufacturer.md](./pages/oem-jewellery-manufacturer.md) | Deep NEW page OEM (arbitré) | | [pages/categories-hub.md](./pages/categories-hub.md) | Deep NEW hub + 4 sub-pages | | [pages/blog-sourcing-b2b.md](./pages/blog-sourcing-b2b.md) | Editorial 8 articles | | [pages/blog-process-technique.md](./pages/blog-process-technique.md) | Editorial 11+1 articles | | [pages/blog-tendances-design.md](./pages/blog-tendances-design.md) | Editorial 7 articles | | [pages/blog-rse-sustainability.md](./pages/blog-rse-sustainability.md) | Editorial 8 articles | | [plan-keywords-par-page.md](./plan-keywords-par-page.md) | Plan initial kw avant deep analyses (référence historique) | | [Kwyword recherche/kwfinder-2026-05-26-cluster-home-34kw.csv](./Kwyword%20recherche/kwfinder-2026-05-26-cluster-home-34kw.csv) | Mangools batch 1 (cluster manufacturer/wholesale) | | [Kwyword recherche/kwfinder-2026-05-26-pages-blog-254kw.csv](./Kwyword%20recherche/kwfinder-2026-05-26-pages-blog-254kw.csv) | Mangools batch 2 (pages + blog) |