The performance report we read every Monday flagged something odd: av seo insights queries where we already rank on page one but almost nobody clicks. That usually means the search result does not promise the thing the searcher typed. They want a dashboard, a checklist, a "what changed this week" answer. Not another generic SEO lecture.
This is the weekly pass I run on integrator sites, whether they use SEO Insights inside Specifi or audit by hand. Same moves, same order.
Monday: keyword and competitor movement
Check the five commercial-intent phrases you care about ("AV integrator [city]", "home cinema installer [county]", "Crestron programmer near me"). Note position and CTR. A keyword at position 3 with 0.4% CTR is a title-tag problem, not a ranking problem. SEO Insights tracks local competitors week on week so you see who jumped you before the phone stops ringing.
Tuesday: page speed on the pages that sell
Run Lighthouse on the homepage, your top service page, and one case study. AV sites fail on hero images and font weight, not on exotic JavaScript. WebBuilder ships with a speed budget baked in; if you are on WordPress, compress the hero and drop unused font weights before you write another blog post.
Wednesday: Google Business Profile and reviews
Post one real install photo. Reply to any review from the last fortnight. Check that service areas and categories still match what you sell. Echo can draft the social post from a completed work order photo if you want the GBP update and the feed handled in one pass.
Thursday: one internal link fix
Pick a case study and link it from the matching service page in the body copy. Pick a service page and link it from the homepage intro. Internal links are the cheapest SEO win on the site and the one most integrators never schedule.
Friday: lead path sanity check
Submit the contact form yourself. Does the lead land in the CRM with source tagged? If organic search is working but the pipeline is empty, the break is between the form and the CRM, not Google. WebBuilder forms wired into Specifi close that gap by default.
For the longer playbook (schema, content gaps, agency vs in-house), see the no-jargon SEO guide for integrators. If you want the dashboard that runs this checklist automatically, start on the SEO Insights page or talk to Amplifi when you want someone else to run the pass for you.