Editorial SEO

# Not live yet (gaps #2)
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"editorial-seo"}'

 1import { $ } from 'startup-builder'
 2
 3return await $.Campaign.create({ play: 'editorial-seo' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2

npx startup-builder do Campaign.create --json '{"play":"editorial-seo"}' --try   # Not live yet (gaps #2)

{
  "name": "do",
  "arguments": {
    "code": "return await $.Campaign.create({ play: 'editorial-seo' }, { mode: 'try' })   // dry run on the day-0 Startup, 2026-08-24 · Not live yet, gaps #2",
    "mode": "try"
  }
}

 1{
 2  "type": "https://startupbuilder.dev/errors/refused",
 3  "title": "Refused",
 4  "status": 422,
 5  "detail": "editorial-seo can’t start yet: 1 check fails and 1 warns.",
 6  "checks": [
 7    {
 8      "check": "use-when",
 9      "status": "pass",
10      "observed": "22 searched query families with no Page of yours; Pricing Page live; 41 Customers",
11      "doc": "/plays/editorial-seo#check-use-when",
12      "fix": "None needed: 3 families are enough.",
13      "then": "Metric.query"
14    },
15  …

curl "https://api.sb/leaseline.app/events?where=name%20in%20(%22Keyword.measured%22%2C%20%22Monitor.checked%22%2C%20%22Fact.changed%22%2C%20%22Page.declined%22%2C%20%22Monitor.matched%22%2C%20%22Form.submitted%22)&limit=1" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl -X POST "https://api.sb/leaseline.app/triggers/fire?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"like":"event_1512"}'

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/decisions?where=on%20%3D%20%22keyword_44%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

# Not live yet (gaps #7)
curl "https://api.sb/leaseline.app/actions?where=on%20%3D%20%22keyword_44%22" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY"

 1import { $ } from 'startup-builder'
 2
 3const { events: [last] } = await $.Event.list({ where: 'name in ("Keyword.measured", "Monitor.checked", "Fact.changed", "Page.declined", "Monitor.matched", "Form.submitted")', limit: 1 })   // { play } compiled to this Play’s Trigger Events
 4const { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7
 5const { decisions: [decision] } = await $.Decision.list({ where: `on = "${subject}"` })   // what it chose, and why · Not live yet, gaps #7
 6const { actions } = await $.Action.list({ where: `on = "${subject}"` })   // what it did, with its checks · Not live yet, gaps #7
 7return { decision, actions }

npx startup-builder do Event.list --json '{"where":"name in (\"Keyword.measured\", \"Monitor.checked\", \"Fact.changed\", \"Page.declined\", \"Monitor.matched\", \"Form.submitted\")","limit":1}'
npx startup-builder do Trigger.fire --json '{"like":"event_1512"}' --try   # Not live yet (gaps #7)
npx startup-builder do Decision.list --json '{"where":"on = \"keyword_44\""}'   # Not live yet (gaps #7)
npx startup-builder do Action.list --json '{"where":"on = \"keyword_44\""}'   # Not live yet (gaps #7)

{
  "name": "do",
  "arguments": {
    "code": "const { events: [last] } = await $.Event.list({ where: 'name in (\"Keyword.measured\", \"Monitor.checked\", \"Fact.changed\", \"Page.declined\", \"Monitor.matched\", \"Form.submitted\")', limit: 1 })   // { play } compiled to this Play’s Trigger Events\nconst { subject } = await $.Trigger.fire({ like: last.$id }, { mode: 'try' })   // the same Event again, in try mode · Not live yet, gaps #7\nconst { decisions: [decision] } = await $.Decision.list({ where: `on = \"${subject}\"` })   // what it chose, and why · Not live yet, gaps #7\nconst { actions } = await $.Action.list({ where: `on = \"${subject}\"` })   // what it did, with its checks · Not live yet, gaps #7\nreturn { decision, actions }",
    "mode": "try"
  }
}

 1{
 2  "decision": {
 3    "$id": "https://api.sb/leaseline.app/decisions/decision_462",
 4    "$type": "Decision",
 5    "choice": "write-a-comparison",
 6    "reason": "alternatives to the largest property-management suite, for under 100 units, runs 2,400 searches a month, over your 300 floor, and no Page of yours targets it",
 7    "stakes": "medium",
 8    "options": [
 9      "write-a-comparison",
10      "write-a-guide",
11      "refresh-the-page",
12      "merge-or-prune",
13      "ask-for-a-mention",
14      "hide-a-disputed-row"
15  …

action_3 sends you the 14 rival rows, each with its capture; action_4 publishes once you approve them. The Page names Leaseline as its publisher and seller in its first 60 words.

≈ +$490 ARR a month at 4 Pages

Worth

70 min week 1, then 15 a day

Your time

$0.25 per market-data read, ~$1 a month

Spend

Day 12: first Page indexed

First signal

A published Price, 3+ searched families with no Page

Use it when

No published Price: publish it (Site.publish) · no family clears the floor: aeo

Not yet when

Worth’s formula: about +118 organic visits per Page a month × 4 new Pages a month × 0.6 ICP share × 0.5 paid per 100 visits × $347 first order ARR ≈ +$491. Under First signal: About 12 weeks to tell the leaf’s +118 lift per family at 16 and 8 families; dollars take longer, so new-arr reads Too early to tell.

Start it this weekCopy Anchor Link

npx startup-builder add play editorial-seo   # 1 · writes plays/editorial-seo.mdx (Not live yet, gaps #5)

# 2 · dry run; below, its 422 on 2026-08-24
curl -X POST "https://api.sb/leaseline.app/campaigns?mode=try" \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"editorial-seo"}'

# 3 · keep it, at You approve each one
curl -X POST https://api.sb/leaseline.app/campaigns \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"play":"editorial-seo"}'

# on
curl -X PATCH https://api.sb/leaseline.app/campaigns/editorial-seo \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":null}'

# off: no new Page or request; published Pages stay up
curl -X PATCH https://api.sb/leaseline.app/campaigns/editorial-seo \
  -H "Authorization: Bearer $STARTUP_BUILDER_API_KEY" \
  -H "Content-Type: application/json" \
  -d '{"endsAt":"now"}'

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "editorial-seo can’t start yet: 1 check fails and 1 warns.",
  "checks": [
    {
      "check": "use-when",
      "status": "pass",
      "observed": "22 searched query families with no Page of yours; Pricing Page live; 41 Customers",
      "doc": "/plays/editorial-seo#check-use-when",
      "fix": "None needed: 3 families are enough.",
      "then": "Metric.query"
    },
    {
      "check": "baseline",
      "status": "pass",
      "observed": "1,240 organic visits in 90 days, 6 Pages",
      "doc": "/plays/editorial-seo#check-baseline",
      "fix": "None needed: 1,240 in 90 days is your Before.",
      "then": "Metric.query"
    },
    {
      "check": "approved-pages",
      "status": "fail",
      "doc": "/plays/editorial-seo#check-approved-pages",
      "fix": "Publish dated fact records for Price, plans and 3 integrations before a row cites them.",
      "then": "Site.publish"
    },
    {
      "check": "role-unstaffed",
      "status": "warn",
      "roles": [
        "content-lead"
      ],
      "owned": 0,
      "doc": "/plays/editorial-seo#check-role-unstaffed",
      "fix": "Staff the Content Lead, or leave it: every rival row comes to you.",
      "then": "Role.staff"
    }
  ]
}

Each market-data read costs about $0.25 (Worker cost), about 4 a month, and drafting a Page costs about $0.30. That comes to about $1 a month at 4 Pages, beside your 10 minutes per comparison.

When it startsCopy Anchor Link

{
  "$id": "https://api.sb/leaseline.app/events/event_1512",
  "$type": "Event",
  "name": "Keyword.measured",
  "at": "2026-10-19T05:30:44Z",
  "seq": 1512,
  "data": {
    "keyword": {
      "$id": "https://api.sb/leaseline.app/keywords/keyword_44",
      "family": "alternatives to the largest property-management suite, under 100 units",
      "volume": 2400,
      "floor": 300,
      "page": null
    }
  }
}

npx startup-builder trigger Keyword.measured --like event_1512   # replays the delivery
npx startup-builder clock advance --by 28d   # then runs the index check on the new Page
npx startup-builder listen Keyword.measured --forward-to http://localhost:3000/hook

Who runs itCopy Anchor Link

Content Lead · your agent (role:content-lead, worker_7) holds the Key Result. It drafts every Page from your records and captures every rival row; each comparison and each disputed row comes to you (Dana Okafor, person, worker_1), who approves the rows and the byline. Your number links to Did it work.

What it reads · What it may call. It reads your fact records, rival Pages as they publish them, and weekly search reads. A Visit, a rank or a rival change picks which Page to work and never appears in a Message. Its tools are POST /{namespace}/content/draft, POST /{namespace}/approvals, POST /{namespace}/content/{content}/publish, PATCH /{namespace}/content/{id}, PATCH /{namespace}/pages/{id}, POST /{namespace}/messages/{message}/schedule, POST /{namespace}/tasks/{task}/assign, and any other call becomes an Approval under the Role’s Mandate.

You hold the Content Lead Key Result: 150 organic visits per family a month by 2026-12-31. ← worker, metric
On each weekly read or change, choose one option and say why.                    ← triggers, chooses
Name Leaseline as publisher and seller in the first 60 words.                    ← copyRules 2
Show every tested row a rival wins; never estimate a hidden price.               ← copyRules 6, 7
Move a Page’s date only when a Fact it states changes.                           ← copyRules 4
Hold back 1 family in 3 at random; never draft a held-back family.               ← your file, line 2

The slow loop, as a Change. decision_421 (2026-09-21, weekly) read 3 kept families under 400 searches that drew under 20 visits a month each, so change_27 raised the demand floor from 200 to 300 (your file, line 4) and Dana merged it with POST /{namespace}/changes/{change}/merge. Replayed on past reads, POST /{namespace}/changes/{change}/review dropped 3 of 22 families; read back at +28d, the kept families average 140 visits, n 16, ■■□□ Early sign.

Bring your own agent (folded) starts at It does it, you can stop it on guides when it matches or beats the seated agent on the eval suite; comparisons stay with you either way; POST /{namespace}/roles/{role}/staff seats it.

npx startup-builder eval --scenario editorial-seo-24 --agent "claude -p" --seat content-lead   # seated: 92 of 92 rows captured, 0 Checks failed sent, 14 of 16 indexed · yours: 90 of 92, 2 failed `fact-check`

What it can do nextCopy Anchor Link

When it hands to youCopy Anchor Link

Comparisons and disputed rows come to you: every rival row needs your OK. One Brief per Role, as captured (brief is Not live yet, gaps #7).

[
  {
    "$id": "https://api.sb/leaseline.app/tasks/task_588",
    "$type": "Task",
    "assignee": "worker_1",
    "due": "2026-10-20T05:30:00Z",
    "on": "keyword_44",
    "brief": {
      "what": "Alternatives to the largest property-management suite, for under 100 units",
      "rows": 14,
      "captured": "2026-10-18, from their own public Pages",
      "rivalWins": [
        "owner portals",
        "accounting"
      ],
      "blank": [
        "their price under 100 units: not published"
      ],
      "never": [
        "an estimated price",
        "a ranked list with Leaseline in it"
      ]
    }
  },
  {
    "$id": "https://api.sb/leaseline.app/approvals/approval_71",
    "$type": "Approval",
    "verdict": null,
    "deadline": "2026-10-20T05:30:00Z",
    "draft": "Published by Leaseline, which sells renewal software. For under 100 units, three options fit…",
    "route": "write-a-comparison",
    "checks": [
      {
        "check": "claims-resolve",
        "status": "pass"
      },
      {
        "check": "fact-check",
        "status": "pass"
      }
    ]
  }
]

You answer with POST /{namespace}/tasks/{task}/claim (Take this one), POST /{namespace}/tasks/{task}/return with a reason, POST /{namespace}/approvals/{approval}/approve or POST /{namespace}/approvals/{approval}/refuse, each a one-call window; an Approval unanswered by its deadline expires and the Page stays in draft. Once you claim a dispute, the agent’s pending edits on that Page cancel with claimedByPerson (Not live yet, gaps #7). A Task nobody claims by its due time goes up through POST /{namespace}/tasks/{task}/escalate, and person-promise fires.

On time: you, 8 of 8 claimed within their due time, median 4 h 20 min, n 8, ■□□□ Too early to tell beside Other Startups’ 93 % on time. Your queue: counted by kind: in week 1, 3 comparisons and 2 guides; since then about 1 comparison a week, 1 dispute in the window and the weekly review.

The fixed line: POST /{namespace}/deals/{deal}/assign sets owner to the receiving person, the agent is never a Deal’s owner, and Meetings land on the owner’s calendar under the owner’s name.

When it won’t sendCopy Anchor Link

The captured refusal, then the Stop that fired as a Campaign.paused reason (Not live yet, gaps #2); the rewrite that published is the second thread in Example.

{
  "type": "https://startupbuilder.dev/errors/refused",
  "title": "Refused",
  "status": 422,
  "detail": "The comparison did not publish: a rival’s price row cites no capture, and their Pricing Page shows no price under 100 units.",
  "checks": [
    {
      "check": "fact-check",
      "status": "fail",
      "doc": "/plays/editorial-seo#check-fact-check",
      "fix": "Capture the rival’s own Page, or leave the row blank.",
      "then": "Content.draft"
    },
    {
      "check": "claims-resolve",
      "status": "pass"
    }
  ]
}

[
  {
    "reason": {
      "limit": "index",
      "observed": "4 of 11 Pages crawled, not indexed at 28 days (36 %)",
      "bound": "30 %",
      "window": "28d"
    },
    "doc": "/plays/editorial-seo#stop-index",
    "task": "task_576"
  }
]

Did it workCopy Anchor Link

The 24 kept families were assigned at random, 16 drafted and 8 held back, so both halves read the same assignment (rules m–o); each figure’s call is POST /{namespace}/metrics/query by node and by arm, and every node above the leaf is Not live yet (gaps #4).

{
  "$id": "decisions/decision_462",
  "$type": "Decision",
  "choice": "write-a-comparison",
  "reason": "alternatives to the largest property-management suite, for under 100 units, runs 2,400 searches a month, over your 300 floor, and no Page of yours targets it",
  "stakes": "medium",
  "options": [
    "write-a-comparison",
    "write-a-guide",
    "refresh-the-page",
    "merge-or-prune",
    "ask-for-a-mention",
    "hide-a-disputed-row"
  ],
  "by": "worker_7",
  "on": "keyword_44",
  "expected": "the Page indexed within 28d, and organic visits past 100 a month by day 60",
  "reopensWhen": "Monitor.matched page-not-indexed for keyword_44’s Page within 28d"
}

The leaf counts organic visits per kept query family over 28 days, read monthly, to 20 families in each half; at 16 and 8, the Experiment runs on, and the held-back families draft at day 90.

How it moves it: each drafted family has a sourced guide or comparison of yours on its first results page; held-back families have none.

Guardrails: drafted against held back: trials per 100 ICP visitors, 1.4 against 1.3, and site-wide organic visits, 3,180 against a 28-day baseline of 2,950, so no visibility Stop.

{
  "$id": "https://api.sb/leaseline.app/campaigns/editorial-seo",
  "$type": "Campaign",
  "play": "play:editorial-seo@1",
  "path": [
    "organic-visits",
    "icp-reached",
    "new-arr",
    "net-new-arr",
    "arr"
  ],
  "experiment": {
    "metric": "organic-visits",
    "unit": "per-family",
    "heldBack": 8,
    "decision": null
  },
  "readout": {
    "value": 118,
    "n": 24,
    "maturing": 5,
    "interval": [
      52,
      184
    ],
    "readability": "C",
    "basis": "held-back",
    "pooled": false
  },
  "ledger": {
    "spend": 2,
    "workerCost": 9,
    "hours": 4.1,
    "openArr": 2429,
    "wonArr": 2082,
    "projectedArr": 491,
    "paybackDays": 4
  }
}

Outside benchmark: clicks on the top result fell 58 % when an AI overview showed above it (a search-data vendor’s click-through study, in Your settings).

Before it · After it. Before it: positioning-tournament sets the words the Pages use. After it: aeo hears the Pages answer engines cite, directory-listings sends the comparers to your listings, and instant-response answers the readers who write in.

ExampleCopy Anchor Link

Leaseline ran it from 2026-08-24 to 2026-10-19 (56 days): 24 query families kept, 16 drafted and 8 held back at random; 16 Pages published, 14 indexed, 2 merged. Read every captured thread at ?threads=all; three follow the tables.

Page, published Sep 6 · “How to send a 60-day renewal notice” · Published by Leaseline, which sells renewal software.¹ Across 3,520 renewals at 38 property managers, leases noticed 60+ days out renewed at 71 % (n 1,940).² Reviewed by Dana Okafor.³

Oct 19 · 410 organic visits in 28 days, position 3; 2 trials started from it.

- Their plan costs about $1.50 a unit.
+ Their Pricing Page shows no price under 100 units (captured 2026-09-18), so this row is blank.

A rival’s marketing lead, 2026-10-07 09:40 · “Your row says we charge per unit. We don’t.” · The row was hidden at 09:52, and the Brief went to you (task_581), due 09:40 on Oct 8; Dana, Oct 7, 15:10 · *checked their Pricing Page, corrected the row with a new capture, and replied.*⁴

¹ The first 60 words name the publisher and the seller. ² The number comes from your records, with its n. ³ The byline names the person who reviewed it. ⁴ A disputed row stays hidden until a person reviews it.

Your settingsCopy Anchor Link

---
holdout: 0.33   # 1 kept query family in 3 is held back at random
---
Write guides and honest comparisons for families of 300 searches a month or more. Dana approves every rival row.

$ npx startup-builder show plays/editorial-seo
holdout 0.33 · floor 300 a month · rival rows to Dana     your file  plays/editorial-seo.mdx:2,4 (Ask 2026-08-24; line 4 by change_27, 2026-09-21)
family demand · process content-marketing · worker role:content-lead, owns never · chooses 6 (2 rule, 4 read) · sequence editorial-mention-request · approval every-send · checks owned-by-a-person, claims-resolve, fact-check, dispute-hold · stops 7 · placements google-search, bing, google-ai-overviews, chatgpt, gmail    catalog  play:editorial-seo@1 (Not live yet, gaps #5)

Every key from the catalogCopy Anchor Link

Compiled, not written: edit the Play record editorial-seo and its Leaseline run, then regenerate. Every step runs from a sentence or a line of code. In your words: the CRM words you know, and where each lives here.