Editorial Guidelines

Website: https://www.rolandoshvac.com/
Industry: HVAC contractor
Primary Content Topics: Air Conditioning, Heating, Ductless Mini Split, Residential AC, Insulation and Ductwork

Purpose & Principles

Trust & Authority (E-E-A-T)
- Always display Florida HVAC Contractor License CAC1820272 in the footer and on all service pages.
- Use verified claims only; cite reputable sources (manufacturer data, ENERGY STAR) for performance/efficiency statements.
- Include the approved insurance phrasing where appropriate: “Rolando’s HVAC is a licensed and fully insured Florida HVAC contractor, carrying both general liability and workers’ compensation coverage.”
Authority Casting Integration
- Every piece follows: topical map → journey alignment → pyramid outline → SME interview → AI-assisted draft → SME review → editorial compliance → publish and distribute.
Audience-Centric Journey Alignment
- Map content to Awareness, Consideration, Decision for:
  - Homeowners
  - Property/Facility Managers
  - Realtors/HOA Boards
- Use stage-appropriate CTAs:
  - Awareness: “Learn more,” “Seasonal tips”
  - Consideration: “Compare options,” “Download checklist”
  - Decision: “Schedule a free inspection or quote,” “Call 813-373-6804”
Brand Consistency
- Voice attributes: Expert & Professional; Trustworthy & Reassuring; Approachable & Straightforward; Community-Focused & Local; Responsive & Urgent (in emergencies).
- Tone by stage:
  - Awareness: friendly, neighborly educator
  - Consideration: balanced, informative guide
  - Decision: confident, action-oriented

Roles & Accountability

Content Strategist: Content Strategist - Rolando’s HVAC
- Owns topical map, journey alignment, and SEO brief.
Writer/AI Operator: Rolando Mojarrieta
- Drafts content leveraging SME interviews; ensures claims stay within compliance.
SME (Technical Accuracy Reviewer): Rolando Mojarrieta
- Provides interviews; validates technical accuracy; approves compliance-sensitive content.
Editor: Editor - Rolando’s HVAC
- Ensures clarity, brand voice, readability, SEO alignment, accessibility, and legal/compliance checks.
Approver/Publisher: Rolando Mojarrieta
- Final authority for publication and content stance.
Backup/External Partners: Rolando’s HVAC Team Experts
- Provide backup editing/strategy support if needed.
Review SLAs
- Standard content: 2–3 business days
- Technical/compliance-sensitive (service pages, warranties, pricing, code references): 5 business days
- Urgent (storms/emergencies/promos): 1 business day or same day when flagged urgent
Escalation Path
- If an SLA risk is identified, the Editor notifies the Strategist and Approver immediately with revised timelines/next steps.

Content Development Workflow (8 Steps)

Topical Map & Keyword Research (Owner: Strategist)
- Build clusters around: AC Repair, AC Installation & Replacement, HVAC Maintenance/Tune-Ups, Heating (furnace/heat pumps), Indoor Air Quality (incl. duct cleaning), Commercial HVAC Services, Ductless Mini Split, Insulation & Ductwork.
- Localize to priority cities/ZIPs: Brandon, Tampa, Riverview, Plant City, Valrico; ZIPs 33594, 33595, 33596, 33619, 33511, 33578, 33563, 33567; secondary counties as provided.
- Identify semantically related entities (e.g., SEER2, heat load, humidity control, IAQ) and “People Also Ask” style questions.
Audience Journey Alignment (Owner: Strategist)
- Map each content idea to Awareness, Consideration, or Decision per segment:
  - Homeowners: signs of failure, system options for Florida climate, IAQ basics → comparisons, financing/rebates info [Confirm if financing offered], workmanship proof → license/warranty display, transparent estimates, schedule CTA.
  - Property/Facility Managers: durable systems, maintenance contracts, compliance basics → contractor comparison, case studies, contract terms → scope, minimal disruption, safety/permits, contracts and guarantees.
  - Realtors/HOA: resale impact, buyer-attractive upgrades, inspection pitfalls → contractor reliability and documentation → inspection-ready reports, transparent pricing, fast turnarounds, references.
Pyramid Outline (Owner: Writer + Strategist)
- Structure from broad to deep; address false beliefs (e.g., “bigger AC is always better,” “duct cleaning equals replacement”).
- Include hooks, data points, trust signals (license, NATE, ACCA, ENERGY STAR), local relevance, and clear CTAs.
Interview Question Development (Owner: Writer)
- Draft targeted SME questions for unique insights: Florida humidity impacts, load calculation approach, warranty handling, emergency protocols, commercial maintenance ROI, HOA documentation needs.
Research & Expert Interviews (Owner: Writer + SME)
- Combine approved sources (manufacturer/ENERGY STAR data, internal job notes) with SME experience.
- Capture proof: photos, before/after notes, documented outcomes (utility bills if discussing savings).
Drafting Articles (Owner: Writer/AI Operator)
- AI-assisted first draft; ensure:
  - Clear headings (H1–H3), scannable bullets, short paragraphs.
  - Internal links to pillar and cluster pages; external links to credible authorities.
  - Localized examples and service area mentions where relevant.
  - Accessibility: descriptive alt text and captions.
  - FAQ opportunities identified for schema.
Review & Verification (Owner: SME → Editor)
- SME validates technical details, code references, safety claims, license/insurance display.
- Editor ensures voice/tone, readability, inclusivity, SEO compliance, legal checks (testimonials, promos, emergency claims).
- Apply review SLA by content type (standard/technical/urgent).
Finalization & Publishing (Owner: Approver/Publisher)
- Add SEO metadata, schema, alt text; confirm NAP display; place license CAC1820272 on page.
- Prepare “splintering” assets (quotes, clips, images).
- Publish to site; schedule distribution across GBP, email, and social per cadence.

Editorial Standards

Accuracy
- Cite all data and claims; use manufacturer documentation or ENERGY STAR for efficiency/savings.
- No unverifiable % savings; if used, must be supported with documented data.
Attribution
- Credit experts by name/role where applicable (e.g., insights from Rolando Mojarrieta).
Clarity & Readability
- Plain language; define jargon (SEER2, heat load).
- Short sentences/paragraphs; use bullets and subheads.
Consistency & Brand Alignment
- Maintain the approved voice and stage-specific tone.
- Use approved brand elements (logo, colors, fonts) in visuals per policy.
Inclusivity & Respect
- Avoid bias; respect privacy; do not show minors; blur sensitive location identifiers.
Calls-to-Action
- Preferred conversions: “Schedule a free inspection or quote,” “Call 813-373-6804,” “Request service.”
- Emergency: “24/7 emergency AC repair available” with “same-day service when available.”

SEO & Technical Guidelines

Keyword & Semantic Optimization
- Use primary/secondary keywords naturally; include location modifiers for target cities/ZIPs.
- Answer PAA-style questions; include FAQs for each major service.
On-Page Elements
- Title tags: concise, include service + city (e.g., AC Repair in Brandon, FL | Rolando’s HVAC).
- Meta descriptions: compelling benefit + CTA; unique per page.
- Header structure: one H1; logical H2/H3 hierarchy.
- Image optimization: filenames per naming convention; alt text must describe the image and include service + location when relevant.
Internal Linking
- Pillar ↔ cluster linking; link to related services (e.g., AC repair → maintenance plan → IAQ).
- Link to city/ZIP pages where helpful to users.
Schema & Rich Results
- Use Article/BlogPosting for blogs, FAQ for Q&A sections, and LocalBusiness for key site pages.
- Include NAP and service area references on appropriate pages.
Accessibility
- Alt text on all images; sufficient color contrast; descriptive link text; captions on all videos; ADA-conscious layouts and forms.
Local SEO Consistency
- NAP must match exactly:
  - Rolando’s HVAC
  - 813-373-6804
  - 5117 W Rio Vista Ave, Tampa, FL 33634
- Maintain consistency across website, GBP, citations, and footers.
Map Pack Focus
- Support GBP with weekly posts; encourage authentic review generation (no incentives); keep categories and services updated.

Content Repurposing & Distribution

Content Splintering
- From each primary asset, create:
  - Demand gen: social snippets, reels, infographics, seasonal checklists.
  - Conversion: downloadable guides, comparison sheets, maintenance plan overviews.
  - Loyalty: case studies, customer spotlights, FAQ updates.
Content Stacking
- Sequence content across the funnel:
  - Awareness blog → Consideration comparison/guide → Decision case study/service page → Post-purchase maintenance tips.
Channels & Cadence
- Website blog: 2/month (service + FAQ mix)
- GBP posts: weekly
- Facebook: 3–4 posts/week
- Instagram: 2–3 posts/week
- YouTube: 1–2 videos/month
- Email: monthly (homeowners), quarterly (commercial)
- Nextdoor, Local PR/Community events: as relevant
Segment-Specific Ideas
- Homeowners: seasonal maintenance tips, “what to do before calling,” energy efficiency explainers.
- Property managers: maintenance contract ROI, multi-site coordination, uptime/cost control.
- Realtors/HOA: inspection readiness checklists, documentation packages, quiet/smart upgrades.

Compliance & Legal

Licensing & Insurance
- Display license CAC1820272 on all service pages and in the site footer.
- Approved insurance phrasing must appear where appropriate.
Certifications & Affiliations
- Approved to state: NATE-certified technicians; ACCA membership; ENERGY STAR affiliation/partner status.
Testimonials/Reviews Policy
- Standard disclaimer (use verbatim):
  “Testimonials reflect real experiences of actual customers. Results may vary depending on system type, condition, and project scope. No compensation was provided for these reviews.”
- Solicitation policy:
  - Reviews may be requested post-service via email/follow-up; never incentivized.
  - All reviews must be authentic/verifiable.
  - Negative reviews are not suppressed; respond professionally.
Case Studies
- Require customer consent prior to publishing.
- Any “results” (e.g., energy savings) must be supported by documented data (utility bills, manufacturer ratings).
Emergency & Offer Messaging
- Emergency: “24/7 emergency AC repair available,” “same-day service when available.” Avoid unverifiable superlatives (e.g., “fastest in Florida”).
- Financing: If offered, include required disclaimer: “Subject to credit approval. Terms and conditions apply.” [Confirm: financing partners/terms if financing is offered]
- Seasonal promos must include validity dates.
Intellectual Property & Plagiarism
- Original content only; cite sources; use licensed images/videos.
Codes & Safety
- Any references to local building codes, permits, OSHA/safety must be reviewed and approved by SME prior to publication.

Visual & Multimedia Assets Policy

Approved Asset Types
- On-site service photos; before/after installations; technician/team headshots; diagrams/illustrations; short-form social videos (30–90s); long-form web/YouTube videos (2–4 min); customer testimonial videos.
Usage Rules
- Privacy: no customer PII; no minors; blur house numbers/mailboxes/license plates.
- Technicians: wear approved Rolando’s HVAC uniforms with visible logo; obtain written consent if faces are shown.
- Location identifiers: crop/blur street signs or sensitive details.
- Consent forms required for customers and technicians featured.
Stock Imagery
- Allowed as filler; must be licensed via Shutterstock, iStock, or Adobe Stock; clearly secondary to authentic visuals; no attribution required if licensed.
Minimum Specs
- Photos: ≥1920px wide; landscape preferred.
- Video: social vertical/square 30–90s; website/YouTube horizontal 2–4 min; captions required.
- Alt text: concise, descriptive, include service + location when applicable (e.g., “Technician installing AC unit in Tampa, FL”).
Brand Elements
- Logo watermark bottom-right on project visuals; do not stretch/recolor/crop.
- Colors: Navy Blue (#0A2E52), HVAC Gray (#4B4B4B), Cool Blue (#0099CC).
- Fonts: Headings—Montserrat Bold; Body—Open Sans Regular.
File Storage & Naming
- Storage: Google Drive folder “Rolando’s HVAC Assets.”
- Naming: [AssetType][Service][City]_[YYYYMMDD] (e.g., Photo_ACRepair_Tampa_20250921.jpg)
- Metadata tags: project type, technician, location.

Maintenance & Continuous Improvement

Update Cycles
- Service pages and commercial pages: review every 6 months. [Customize if you prefer a different cycle]
- Evergreen blogs/FAQs: review every 6–12 months; refresh data and links.
- Emergency/prep content: pre-season refresh (spring/summer and fall/winter).
Performance Monitoring (by funnel stage)
- Awareness: impressions, rankings (city-modified keywords), local visibility.
- Consideration: organic traffic to service pages, time on page, downloads/checklist interactions.
- Decision: tracked calls, form submissions, booked appointments, GBP actions (call clicks, directions).
Archiving & Pruning
- Consolidate thin/overlapping content; update or retire outdated pieces; maintain redirects for removed URLs.
Feedback Loops
- Quarterly review with SME and Strategist; incorporate customer FAQs, technician insights, and review feedback into the roadmap.

AI Use Policy

Permitted Uses
- Topic ideation and clustering; outline drafts; research summaries; first-draft blogs/FAQs/social; metadata; repurposing/splintering; transcript cleanup.
Human-Only Tasks
- Final fact-check by SME; compliance reviews (licensing, insurance, warranties, Florida HVAC code references); local claims (pricing, guarantees, rebates, financing); customer-facing testimonials/case studies; legal disclaimers; safety/OSHA notes.
Data Handling & Privacy
- Do not share PII or internal documents (contracts, invoices, permits, insurance forms) with AI tools.
- Log AI prompts/outputs internally for transparency and QA.
Tool Governance
- Whitelist: OpenAI (with human editorial oversight), Grammarly, Otter.ai/Descript.
- Blacklist: unapproved AI tools and free image generators without clear data security policies.
Transparency
- Internal use disclosed in workflow documentation.
- Public disclosure not required for standard marketing; for regulatory/compliance-sensitive content, note AI-assisted drafting with SME oversight.

Content Examples & Mapping (Guidance)

Awareness (Homeowners)
- “7 Signs Your AC Needs Repair in Tampa’s Humid Climate” → blog + social snippets + GBP post.
Consideration (Homeowners)
- “Ductless vs. Central AC: Costs, Efficiency, and Maintenance in Brandon, FL” → comparison guide + checklist.
Decision (Homeowners)
- “AC Repair in Valrico—24/7 Emergency Service, Same-Day When Available” → service page + CTA to call.
Commercial (Facility Managers)
- “Preventive HVAC Maintenance Contracts: Reducing Downtime Across Multi-Site Properties” → case study + contract overview.
Realtors/HOA
- “HVAC Inspection Readiness: Pass Your Buyer’s Inspection with Confidence” → checklist + downloadable template.

Governance & Checklist (Pre-Publish)

Technical accuracy verified by SME; license CAC1820272 present; insurance phrasing present where appropriate.
Claims supported by citations or internal documentation.
SEO on-page complete: title/meta, headers, internal links, alt text, schema.
Accessibility: captions, alt text, descriptive links, contrast check.
Brand: voice/tone per stage; visuals follow asset policy; logo/copyright usage correct.
Compliance: testimonial disclaimer, promo dates, emergency phrasing, no incentivized reviews, privacy respected.
Distribution plan prepared and queued per cadence.