Full editorial, SEO, and technical assessment of Scottsdale.com. Based on live WordPress data — 300 posts, 55 plugins, full author and category inventory.
The site is technically healthy, actively publishing, and well-protected. Three structural issues are limiting SEO growth and advertiser positioning — none require touching existing content.
The site's only editorial taxonomy is "Featured" and "Top Featured" — these are widget display flags, not content categories. They tell Google nothing about what the site covers.
Only Real Estate (47 posts) and Travel & Resorts (3 posts) function as actual topic categories. The 7 brand pillars — Luxury Living, Food & Drink, Wellness, Culture & Style, and more — don't exist in the site structure.
Create the 7 pillar categories. Apply to all new content going forward. Do not retroactively retag existing posts — build authority through new content.
Before Liz starts publishing, confirm with Darren and Michelle why cadence dropped. Budget? Capacity? The answer shapes how aggressively we scale new content.
Five "Moving to Scottsdale" posts published Oct 1, 2025 — high-value evergreen SEO content (relocation guides, neighborhood overviews) — all missing OG images. This is a quick win: add images to these 5 posts and they're fully optimized. These aren't Michelle's editorial content — they look like an SEO content push that got half-finished.
Of the last 300 published posts. Michelle is the editorial backbone. "Staff" and "christian" are anonymous bylines that weaken brand authority.
All new Liz content should use a consistent, named byline — her own name, "Scottsdale.com Editorial," or similar. Avoid adding more anonymous "Staff" content. Named bylines build brand authority and trust.
The site has everything it needs to be a dominant Scottsdale media brand — the infrastructure, the audience, the SEO foundation. What it's missing is editorial architecture. That's exactly what we're here to build. Everything above is additive. Nothing here breaks what's working.