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docs/aeo-drafts/README.md

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# AEO Content Sprint — Striking-Distance Queries (DRAFT)

**Engagement:** DW consulting (TK-20) · **Authored:** 2026-07-26 · **Status:** DRAFT — no live theme writes.
**Method:** Julian-Goldie-style AEO (Answer-Engine-Optimization) — direct-answer line under the H1, FAQ, FAQPage/CollectionPage/WebPage JSON-LD, and entity-rich copy so the SERP snippet + AI Overviews surface a clean answer.
**Architecture decision:** DTD verdict **C (hybrid)**, unanimous 5/5 (Claude · Codex · Qwen · Grok · Kimi).

## The 5 targets (top striking-distance queries from `data/dw-analysis.json` → `traffic.striking_distance`)

| # | Query | Pos | Impr | Clicks | Architecture | Target |
|---|-------|-----|------|--------|--------------|--------|
| 1 | versace wallpaper | 8.0 | 1,913 | 27 | AEO block → **existing** collection | `/collections/versace-wallpaper` ✅ *verified* |
| 2 | osborne and little | 8.7 | 1,102 | 2 | AEO block → **existing** collection | `/collections/osborne-little` ✅ *verified* |
| 3 | zuber wallpaper | 9.9 | 789 | 6 | AEO block → **existing** collection (also serves bare "zuber") | `/collections/zuber-wallcoverings` ✅ *verified* |
| 4 | wall coverings | 15.1 | 1,213 | 1 | **NEW** landing page | `/pages/wall-coverings` *(new — no existing collection to append to)* |
| 5 | designer wallpaper | 19.8 | 896 | 4 | **NEW** landing page | `/pages/designer-wallpaper` *(new)*|

**Why hybrid:** the 3 brand queries already rank pos 8–10 on collection pages that hold authority — appending an AEO block is low-risk and avoids cannibalization. The 2 head terms rank 15–20 because no dedicated page targets them — they need purpose-built landings.

## Files

Each target has a `.md` (copy: direct-answer line + FAQ + entity mentions + internal-link plan) and a `.jsonld` (schema graph). The `.jsonld` is DRAFT — do not inject live until the target URL/handle is verified.

## Publish path (GATED — Steve approval required)

No live theme write has been made. The exact publish steps + collection-description edits + new-page creation + JSON-LD injection are drafted in:
`~/.claude/yolo-queue/pending-approval/tk20-aeo-striking-distance-publish.md`

**Officer sign-off: vp-dw-marketing → REVISE** (approve in principle; 2 conditions before live publish):
1. **"Wallpaper" brand-rule waiver** — DW says "Wallcoverings," but the queries are "…wallpaper." Drafts keep the query term only in H1/direct-answer/FAQ; DW's own voice uses "wallcovering(s)." Needs Steve's explicit AEO-waiver ruling.
2. **Versace "authorized retailer" claim** — softened to "carries / genuine licensed" in the drafts; confirm documented Versace dealer status + route final wording through vp-compliance-policy before publish.

**Expectation note:** FAQ *rich results* are gov/health-only since 2023 — lift comes from AI-Overview/AEO citation + stronger snippet, not SERP FAQ stars.

## Handle verification note

**RESOLVED 2026-07-26.** The public storefront was 429/bot-blocked, so handles were confirmed authoritatively via the **Shopify Admin API** (read-only) on the LIVE store `designer-laboratory-sandbox.myshopify.com`:
- `versace wallpaper` → **`versace-wallpaper`** (title "Versace Wallcovering", 543 products) — earlier guesses `versace-home`/`versace` were both wrong.
- `osborne and little` → **`osborne-little`** (1041 products) — confirmed correct. (A separate `osborne-and-little-fabrics` collection also exists.)
- `zuber wallpaper` → **`zuber-wallcoverings`** — earlier guess `zuber` was wrong.
- `wall coverings` / `designer wallpaper` → **no existing collection or page** → validates the NEW-page decision (nothing to append to).

Verified handles are baked into each `.md` (`handle_status: VERIFIED`) + `.jsonld` (`@id`/`url`) and into the publish memo's Handle-Verification Addendum. Injectable as-is.