---
date: 2026-05-27
audience: ADVMFR (client) + Elevaseo (consultant)
purpose: agenda for next strategy meeting on advmfr.com SEO rewrite
duration: ~90 min
language: English (UK)
---

# Meeting agenda — advmfr.com SEO rewrite

## 0. Reading order

| # | Document | Read time | Purpose |
|---|---|---|---|
| 0 | `00-meeting-agenda.md` (this file) | 2 min | What we'll discuss |
| 1 | `01-executive-summary.md` | 5 min | The one-page snapshot |
| 2 | `02-strategy-and-architecture.md` | 10 min | What we propose & why |
| 3 | `03-roadmap-and-quick-wins.md` | 8 min | When & in what order |
| 4 | `04-risks-and-mitigations.md` | 5 min | What could go wrong |
| 5 | `05-decisions-and-brainstorming.md` | 15 min | What we need from you + open questions |

Total prep: ~45 min reading, ~45 min discussion.

---

## Agenda

### Block A — Context recap (10 min)
- Where we started: 8169 raw keywords for ADVMFR, 4259 unique after de-dup, 254 keywords scored by Mangools (Keyword Finder), 14 deep page analyses, 1 master plan.
- Where we land: 20 pages + ~35 editorial articles, 3-phase roadmap (9–12 months), UK English systematic.
- What changed since the brief: site uses UK English convention (confirmed); blog scope added; new strategic pages identified (`/wholesale-suppliers/`, `/oem-jewellery-manufacturer/`, `/categories/*`).

### Block B — Strategy walkthrough (20 min)
- The "intent split" rule: every keyword belongs to one URL only — vocabulary boundary table to prevent self-cannibalisation.
- Why we pick `jewellery manufacturing` (KD 8) for home rather than the louder `personal jeweler` (vol 55 700) or `suppliers for jewellery making` (vol 36 300).
- Why UK English systematically: KD 15 (UK) vs KD 41 (US) on the same volume for `custom jewellery manufacturer` — the UK SERP is genuinely under-competitive.
- Hub-and-spoke architecture: home + 7 corporate pages + 3 process sub-pages + 4 category sub-pages + blog with 34 articles.

### Block C — Roadmap & quick wins (15 min)
- 3 phases proposed: M1–M3 institutional, M3–M6 expansion, M4–M12 editorial.
- Quick wins to validate the strategy fast:
  - `/production-process/jewellery-polishing/` — KD 18, vol 1 200, free runway.
  - `/production-process/jewellery-plating/` — KD 19, vol 990, **growth +127%**.
  - `/blog/demi-fine-jewellery/` — KD 5.
  - `/blog/gold-plating-vs-vermeil/` family — vol 11 420 cumulative.
- Hard deadline: `trends-2027` blog article must publish by **15 September 2026** to ride the Q4 wave.

### Block D — Risks (10 min)
- Cluster manufacturer in decline (−57% to −90% over 12 months).
- KD asymmetry UK/US — need manual SERP verification on Google.co.uk before publishing key pages.
- AI Overview expanding on commercial SERPs.
- Greenwashing risk: ADVMFR is not Fairmined / Fairtrade certified — strict rule: never claim it on corporate pages.

### Block E — Decisions we need from ADVMFR (20 min)
See `05-decisions-and-brainstorming.md` §1. Short list:
1. List of CAD/CAM software actually used (Matrix, Rhino, ZBrush, JewelCAD ?).
2. Number of designers + CAD specialists (out of the 400 employees).
3. Exact MOQ ranges by category (rings, earrings, bracelets, chains) and by service model (stock vs OEM).
4. Validation of the UK English systematic decision.
5. Confirmation that the 15 September 2026 publish deadline for `trends-2027` is realistic.
6. Marketing materials we can reuse: existing line sheets, capabilities deck, client logos (with NDA status).

### Block F — Brainstorming (15 min)
Open questions, see `05-decisions-and-brainstorming.md` §2:
- Should we add hreflang for US English or stay UK-only with mixed body copy?
- One blog post per week or two per week? Which cluster goes first?
- Lead magnet PDF on `/wholesale-suppliers/` and `/oem-jewellery-manufacturer/` — yes/no? (drives CRM pipeline).
- Should we build factory visit landing pages by region (UK, EU, US buyers)?
- Schema priority: `LocalBusiness` only or also `ExhibitionEvent` per fair?

### Block G — Next steps & ownership (5 min)
- Plane backlog creation (workspace `advmfr`, project `WEB`).
- Manual SERP audit on Google.co.uk for the two critical commercial keywords.
- Content writing kickoff: which P0 page first?

---

## Pre-meeting checklist for ADVMFR

Please come ready to discuss:
- [ ] Current marketing collateral inventory (line sheets, brochures, photos, video).
- [ ] List of trade fairs attended in 2026 (we already have JCK Las Vegas, Hong Kong, Vicenzaoro, Inhorgenta from the news page — confirm complete).
- [ ] Top 5 wholesale clients by volume (NDA-allowing).
- [ ] Internal data on MOQ, lead times, payment terms (we have placeholders in the briefs).
- [ ] Anyone on the team named in case studies or "About" page changes (heritage story, Friedrich Zettl GmbH JV mention — confirm we may keep this).