# Keyword decision — Homepage (`/`)

**Last Updated:** 2026-04-10

## Primary intent

- **Chosen primary:** Personalsoftware (see `data/target-keywords.json`).
- **Rationale:** Broad category + entry intent for `https://www.ordio.com/`; high-impression non-brand themes (Schichtplanung, Zeiterfassung, Personalplanung) are reflected in meta and FAQ copy while **deep head-term landing** stays on Funktionen-URLs (`feature-*` registry) to avoid cannibalization.

## Evidence (refreshed)

| Source | Path / notes |
|--------|----------------|
| GSC page aggregate (90d) | `data/performance-gsc.json` — Jan–Apr 2026: ~16.7k clicks, ~229k impressions, position ~33.3 (brand + broad mix) |
| GSC queries | `data/gsc-queries.json` — dominant **brand** (`ordio`, `ordio login`); high-impression **non-brand** stems include Zeiterfassung/Personalplanung/Dienstplan-Software (often low clicks → homepage clarifies umbrella fit + next steps, not keyword stuffing) |
| GA4 | `docs/content/pages/static-pages-performance-ga4.json` — path `/` |
| SISTRIX per page | `data/keywords-sistrix.json` |
| SISTRIX SERP (cheap) | `data/sistrix-keyword-serp.json` |
| Synthesis | `DATA_DRIVEN_SYNTHESIS.generated.md` |
| Serper PAA | `data/faq-research.json` — **run:** `serper-paa-research.py --page=homepage` (2026-04-10). Serper returned **no** `peopleAlsoAsk` for `gl=de` / `hl=de`; **US/en PAA** (8 stems) merged for intent mining — see `keyword_notes.serper_paa_locale` |
| Firecrawl competitor FAQ | `competitor-faq-analysis.json` — **refreshed** 2026-04-10 (Firecrawl; registry `competitor_urls`: papershift, personio). Extraction is thin (homepage H2/marketing blocks; personio 0 FAQ-like rows) — **no Ordio FAQ copy change** from this scrape; use as directional only |

## Competitor scrape note (2026-04-10)

- **papershift:** Parser picked up section-style headings (e.g. test CTA, whitepaper teaser), not a structured FAQ list — low signal vs. our accordion intents.
- **personio:** No FAQ-like pairs extracted from homepage markup.
- **Next:** After Serper PAA fills `faq-research.json`, optionally map new `paa_questions` to FAQ gaps; re-scrape competitors only if you change `competitor_urls` in [`marketing-pages-registry.json`](../../marketing-pages-registry.json) for `homepage`.

## Intent coverage → homepage FAQ (2026-04-10)

GSC/SISTRIX themes mapped to visible `/` FAQs (`v2/data/homepage-faq-items.php`, **10** questions). Deep feature ownership stays on registry URLs.

| Intent / theme | Data signal | Homepage FAQ coverage |
|----------------|-------------|------------------------|
| What is / category | Brand + „Personalsoftware“ | Was ist Ordio? |
| ICP / Branchen | Broad non-brand impressions | Für wen eignet sich Ordio? |
| Schicht / Zeit / HR scope | zeiterfassung*, personalplanung*, dienstplan* impressions | Welche Themen deckt Ordio ab … (links to `/schichtplan`, `/arbeitszeiterfassung`) |
| Trial | Commercial evaluation | Wie funktioniert der kostenlose Test? |
| Pricing model | Preis / Standort | Wird pro Mitarbeiter oder pro Standort abgerechnet? (+ HTML override → `/preise`) |
| Contract flexibility | Kündigung | Kann ich wirklich monatlich kündigen? |
| Mobile / Mitarbeitende | zeiterfassung app, mobile* | Gibt es eine App für die Mitarbeitenden? |
| Admin / Rollen | — | Wie viele Administratoren kann ich anlegen? |
| Demo / sales touch | High-intent next step | Wo sehe ich eine Produktvorführung … (`/demo-vereinbaren`) |
| Steuerberatung / DATEV | gsc_thematic_notes integration | Wie können Daten an die Steuerberatung … |

## Meta / copy alignment (live)

- Implemented in `v2/start-v2.php`: **`$ordio_homepage_seo_title`** and **`$ordio_homepage_seo_description`** feed `<title>`, `meta name="description"`, OG/Twitter (`render_og_meta_tags()`), and **WebPage** JSON-LD — one narrative, no drift. **`$ordio_homepage_canonical_url`** = `https://www.ordio.com/` matches `rel=canonical` (from `base/head.php`) and `og:url` / BreadcrumbList `item`.
- Apple web app title stays a slightly shorter variant (`… Schichtbetrieb …`) for the home-screen label only.

| Field | Live value (summary) |
|--------|----------------------|
| `<title>` | Ordio – Personalsoftware für Schichtplanung, Zeiterfassung & Teams |
| Meta description | Personalsoftware für den Schichtbetrieb: Schichtplanung, Zeiterfassung, Abwesenheiten und HR in einer Plattform. Weniger manuelle Arbeit, mehr Zeit fürs Wesentliche – für Teams in Deutschland. |
| OG / Twitter | Same title + **full** description as meta; `og:url` = canonical `https://www.ordio.com/`; `get_og_image_for_page('homepage', …)` with alt “Ordio – Personalsoftware für Schichtplanung und Zeiterfassung” |
| WebPage `@graph` | `name` / `description` / `url` = same strings + canonical; emitted via `json_encode` (valid escaping) |

**CTR experiments:** Log any title/description A/B in this file (before/after + date) when running GSC experiments.

## Cannibalization

- **Do not** target the same primary as `/schichtplan`, `/arbeitszeiterfassung`, `/payroll`, etc.; homepage reinforces **umbrella + trust + next step** (Demo/Preise), not long-tail feature monopolies.
- **Hero H1:** Rotating “Automating” headline remains a **brand/design** choice; primary SEO wording is carried by **title, meta, WebPage schema, and FAQ accordion** to avoid breaking the hero animation. Full rationale: [homepage-documentation.md](../homepage-documentation.md) § *Hero vs title (SEO tradeoff)*.

## GSC non-brand stems → destination URL (position > 20 typical)

High-impression queries that **should not** be “won” by `/` alone — route users and internal links to the right cluster. (See `DATA_DRIVEN_SYNTHESIS.generated.md` top queries.)

| Stem / theme | Prefer landing URL | Homepage role |
|----------------|-------------------|---------------|
| zeiterfassung app, zeiterfassung software, mobile zeiterfassung | `/arbeitszeiterfassung`, tools as relevant | FAQ + internal links; not a second feature LP |
| personalplanung app, personalplanung software | `/schichtplan` / Funktionen hub | Umbrella + one FAQ bridge |
| dienstplan software | `/schichtplan` | Internal links from showcase |
| kassensystem*, einzelhandel*, restaurant* | Industry/tools as relevant | Not homepage primary |
| zeiterfassung (broad), personalplanung (broad) | Feature + blog cluster | Homepage reinforces category + trust |

## Internal linking (homepage)

- **In-page:** `start-v2.php` feature tabs already link `/schichtplan`, `/arbeitszeiterfassung`, `/abwesenheiten`, `/payroll`, `/digitale-personalakte`, `/nano-ai`.
- **FAQ SSOT (`/` only):** `v2/data/homepage-faq-items.php` — `ordio_homepage_faq_items()` + `ordio_homepage_faq_answer_overrides()` for richer HTML where needed (e.g. descriptive anchor to `/preise`). **LP card grids** use `v2/data/landing-transparency-faq-items.php` (unchanged eight-topic LP set). JSON-LD: `ordio_echo_homepage_faq_jsonld_script()` in `v2/helpers/faq-jsonld.php`.

## Optional VIP spend

- Domain-keyword SERP (`collect-marketing-page-domain-kw-serp.php --page=homepage --limit=3`) — **not run** (cheap SERP + GSC already cover gap analysis; escalate only for a focused head-term sprint). Document credits here when executed. See `docs/content/pages/marketing-pages/VIP_MARKETING_SEO_DATA_TIERS.md`.

## Post-deploy monitoring

**4–8 weeks** after this FAQ refresh: refresh `performance-gsc.json`, re-run `collect-tool-gsc-queries.php --path=/ --output=docs/content/pages/homepage/data/gsc-queries.json`, and compare clicks, impressions, and position for `/` and priority non-brand stems (Zeiterfassung, Personalplanung, Dienstplan, brand mix). Optional: [Rich Results Test](https://search.google.com/test/rich-results) on `https://www.ordio.com/` for FAQPage JSON-LD syntax (commercial FAQ rich results remain limited).