14 binding decisions
Each decision has evidence + an explicit "what we won't do." These are the load-bearing decisions for the 12-month engagement.
Decision 01 · Strategic frame
Audience-first, not product-first
Pigeon-SG's topical authority play is to own the Singapore parent's first 24 months. Products are nested commercial outcomes inside life-stage journey clusters, not the architecture root.
Anti-pattern (what we won't do): We won't lead with product pages or build pure-commercial content clusters. The mother arrives at a moment, not a product.
Decision 02 · Non-brand share target
From 13.1% to 25%+ within 12 months
GSC shows 86.9% branded clicks in last 90 days. The 12-month goal is to lift non-brand share to 25%+ via 154 articles + 20 new collections.
Anti-pattern (what we won't do): We won't optimize for total-traffic growth at the expense of intent. Traffic without commercial proximity is out of scope.
Decision 03 · Cross-domain canonicalization
shop.pigeon.com.sg = transactional, pigeon.com.sg = informational
558 cannibalizing URLs. Resolved by canonical / 301 rules per page.
Anti-pattern (what we won't do): We won't keep duplicate ranking pages on both domains.
Decision 04 · Baby Fair pre-positioning is non-negotiable
Lock dates: March 1 / June 1 / September 1 / December 1
66% of revenue happens in 4 fair months. Content must be live 4-6 weeks before each window.
Anti-pattern (what we won't do): We won't ship Baby Fair content during the fair window. By then the search has happened.
Decision 05 · Cracked Nipples article = highest leverage single publish
Validator 85, in April-batch review, holds 21K unrealized impressions at 0% CTR
Three queries in top 3 with zero clicks. Publishing unlocks the cluster.
Anti-pattern (what we won't do): We won't delay for additional polish. Validator 85 is sufficient.
Decision 06 · PDP rebuild before MOFU/TOFU content
Top 30 PDPs get mini sales page format before new informational content beyond Phase 1 hubs
Pigeon's PDPs are spec sheets, not sales pages. Don't drive traffic to a non-converting page.
Anti-pattern (what we won't do): We won't prioritize blog volume over PDP depth.
Decision 07 · External listicle placements over self-published listicles
Quarterly outreach push to theAsianParent SG, Singapore Motherhood, KSP, MotherInc
Self-published "Best of" content carries credibility risk per brand-team rule.
Anti-pattern (what we won't do): We won't write "Best Baby X Singapore" articles with Pigeon at #1.
Decision 08 · Customer data is anonymized at ingest
Only Customer ID (opaque Shopify hash) stored
Cohort + LTV derivable from order data alone. No PII risk.
Anti-pattern (what we won't do): We won't collect brand-team-uncomfortable customer data.
Decision 09 · AI Overview optimization on 9 specific keywords
FAQ schema + citation-format content
DataForSEO SERP analysis revealed AIO on 9 of 50 priority keywords.
Anti-pattern (what we won't do): We won't broadly optimize every page for AIO.
Decision 10 · Schema rollout sequence
Product schema → FAQ schema → Article schema → Organization enrichment
Schema delivers largest single rich-result eligibility uplift per implementation hour.
Anti-pattern (what we won't do): We won't deploy all schema simultaneously.
Decision 11 · Entity hardening on pigeon.com.sg homepage in Phase 1
Organization schema enrichment ships Sprint 14
Brand SERP for 'pigeon' is biggest brand-defense exposure.
Anti-pattern (what we won't do): We won't rely on body copy alone for entity disambiguation.
Decision 12 · Hospital and clinical-credential references are banned
Replace IBCLC with 'lactation support'. Never name hospitals.
Brand-team rule from April review.
Anti-pattern (what we won't do): We won't include clinical credentials even where they would boost E-E-A-T.
Decision 13 · Daily Shopify revenue ingest, weekly GSC + GA4
Revenue = highest-frequency commercial signal
Stale revenue = stale priority decisions.
Anti-pattern (what we won't do): We won't wait on Pigeon for ad-hoc CSV pulls.
Decision 14 · Singapore-native content positioning
Every article assumes SG context: HDB, hawker, MRT, Baby Bonus, MOH, festivals
Competitors write global parenting content. SG-native is Pigeon's moat.
Anti-pattern (what we won't do): We won't write generic global articles. Translation-of-international is rejected as a content path.