OMCP cheat sheet

Content funnel stages: TOFU (awareness, educational), MOFU (consideration, comparison), BOFU (decision, demo/pricing).

Editorial calendar cadence: pillar page + 3–5 cluster posts per topic increases internal linking and topical authority.

Content audit decision rule: update if traffic declining but backlinks strong; consolidate if overlapping keywords; delete if zero traffic for 12 months and no links.

ROI formula: content ROI = (attributed revenue − content production/distribution cost) ÷ cost × 100.

Repurposing ratio: 1 long-form asset yields 5–8 derivative assets (social snippets, email, video, infographic).

Content score = (organic sessions × conversion rate × avg order value) − production cost; rank assets by score quarterly.

Readability target: Flesch Reading Ease 60–70 for general B2C; 30–50 for technical B2B.

Distribution rule: spend at least as much effort on promotion as creation; owned, earned, paid channels each get a defined share.

CRO formula: conversion rate = conversions ÷ unique visitors × 100.

Sample size rule: use a power calculation (typically 80% power, 95% confidence) before ending an A/B test; peeking inflates false positives.

Statistical significance: p < 0.05 means <5% probability the observed difference is due to chance, not proof of practical significance.

Test priority: ICE score = (Impact + Confidence + Ease) ÷ 3; PIE = (Potential + Importance + Ease) ÷ 3.

Funnel drop-off = (visitors at step N − visitors at step N+1) ÷ visitors at step N × 100.

Multivariate testing requires traffic ≥ 10× the number of combinations × conversions needed per combination.

Above-the-fold rule: value proposition, primary CTA, and trust signal must be visible without scrolling on mobile.

Guardrail metrics: revenue per visitor, bounce rate, and average order value must not decline significantly in the winning variant.

Deliverability metrics: bounce rate <2%, spam complaint rate <0.1%, unsubscribe rate <0.5% per send.

List hygiene rule: remove hard bounces immediately; suppress soft bounces after 3–5 consecutive failures.

Engagement segmentation: 90-day non-openers moved to re-engagement; 180-day non-openers suppressed.

Email ROI formula: (revenue − campaign cost) ÷ campaign cost × 100.

Authentication: SPF, DKIM, and DMARC must all pass; DMARC policy p=reject or p=quarantine for brand protection.

Subject line length: 30–50 characters for mobile preview; preheader 40–100 characters to extend the subject.

Send-time rule: test two windows per segment; avoid sending to the same list more than 2× per week unless transactional.

CAN-SPAM/GDPR: physical address, clear unsubscribe, and consent record required; unsubscribe honored within 10 business days (CAN-SPAM).

Mobile page speed target: Largest Contentful Paint <2.5s, Interaction to Next Paint <200ms, Cumulative Layout Shift <0.1.

Tap target minimum: 48×48 CSS pixels with at least 8px spacing between targets.

SMS compliance: opt-in required; include brand name, opt-out keyword (STOP), and message frequency; 160 GSM-7 characters per segment.

App install attribution: use deterministic (device ID) or probabilistic (fingerprint) matching; SKAdNetwork for iOS.

Push notification rule: send between 8am–8pm local time; cap at 1–2 per day; deep-link to relevant screen.

Responsive design breakpoints: 320px, 375px, 414px, 768px, 1024px; test on real devices, not only emulators.

Mobile conversion gap: mobile traffic share often >60% but conversion rate lower; fix form fields (autofill, input types) to close gap.

QR code rule: minimum 2×2 cm print size, high error correction, and a short URL for tracking.

Quality Score (1–10) is based on expected CTR, ad relevance, and landing page experience; higher QS lowers CPC.

Ad Rank = Max CPC × Quality Score + ad extensions impact + auction context.

ROAS = revenue ÷ ad spend; target ROAS = 1 ÷ profit margin if break-even is the goal.

CPA = cost ÷ conversions; compare to allowable CPA = average order value × margin.

Match types: exact [keyword], phrase "keyword", broad keyword; negative keywords prevent wasted spend.

Bid strategy selection: Manual CPC for control, Target CPA/Target ROAS for automated bidding after 30+ conversions.

Search terms report: review weekly; add irrelevant terms as negatives and promote high-converting queries to exact match.

Ad extension types: sitelinks, callouts, structured snippets, call, location, price; extensions improve CTR and Ad Rank.

On-page checklist: title tag 50–60 characters, meta description 120–158 characters, one H1, descriptive alt text.

Core Web Vitals thresholds: LCP ≤2.5s, INP ≤200ms, CLS ≤0.1 for 'good' rating.

Crawl budget rule: keep important pages within 3 clicks of homepage; use XML sitemap and robots.txt to guide crawlers.

Keyword difficulty vs. authority: target KD below domain authority minus 10 for new sites; build authority first.

Internal linking: every page should have at least 3 internal links; use descriptive anchor text, not 'click here'.

Backlink quality: relevance, authority (DR/DA), and anchor diversity matter more than raw count; disavow toxic links.

Technical SEO: canonical tags for duplicate content, hreflang for international, 301 redirects for moved pages, noindex for thin pages.

E-E-A-T signals: author bios, citations, reviews, and updated dates improve trust for YMYL topics.

Engagement rate = (likes + comments + shares + saves) ÷ impressions × 100; benchmark varies by platform.

Reach vs. impressions: reach is unique users; impressions are total views including repeats.

Platform format rule: short-form video (Reels/TikTok/Shorts) for reach; carousels and text posts for saves and shares.

Posting frequency guidance: 3–5× per week per platform for brands; quality and consistency beat volume.

Social listening: track brand mentions, sentiment, and share of voice against competitors monthly.

Paid social targeting: lookalike audiences from high-LTV customer lists; exclude existing customers from acquisition campaigns.

UTM tagging required for every link: utm_source, utm_medium, utm_campaign, utm_content, utm_term.

Community management SLA: respond to comments within 24 hours; escalate negative sentiment within 2 hours.

KPI hierarchy: business objective → key results → metrics → dimensions; avoid vanity metrics without decision value.

GA4 model: events, parameters, and conversions; sessions are no longer the primary unit; engagement rate = engaged sessions ÷ sessions.

Attribution models: last-click, first-click, linear, time-decay, position-based, data-driven; compare models to understand channel roles.

Segmentation rule: segment by acquisition channel, device, new vs. returning, and geography before drawing conclusions.

Data quality checks: filter internal traffic, exclude bots, verify cross-domain tracking, and audit UTM consistency monthly.

Statistical significance in analytics: use confidence intervals; small samples produce unreliable conversion rates.

Cohort analysis: group users by first-purchase month to measure retention and LTV over time.

Dashboard rule: one dashboard per audience (executive, marketing, product) with no more than 7 metrics each.