Site Architecture Review

Contents

Prepared: August 27, 2026
Phase: 1 — Foundation
Site: https://www.troutpsychology.com
Site type: Hybrid — local service business + authority content engine + light e-commerce
Primary goal this document serves: Brand authority. Every structural decision below is made to give the Trout Psychology Method a durable, indexable, citable home and to consolidate crawl equity behind it.

✅ URL inventory VERIFIED against crawl 2026-08-27. Every source slug in §2.4 and §4.1 is now taken from the live crawl recorded in SEO Site Audit.md (XML sitemap, 22 URLs, plus direct HTTP retrieval, August 27, 2026). The seven [CONFIRM] slug guesses that previously appeared in this document were wrong and have been replaced. Do not reintroduce an inferred slug into a redirect table.

📌 Reconciled source of truth. SEO Site Audit.md is the authority on what exists on the site today. This document is the authority on what changes, in what order. Where the two previously disagreed — the Method URL and whether to rename concatenated slugs — the reconciled position is recorded in §4.5 and in SEO Site Audit.md M2/M3. Neither document should be read as contradicting the other.

1. EXECUTIVE SUMMARY

The site currently has 15 top-level navigation items, 9 of which are individual service pages sitting flat at the root. There is no hierarchy, no content section, and no structural expression of the one thing the business actually sells: the Method.

Four structural problems, in order of business impact:

1. The Method has no architecture. It is a single page (/about-the-science) with a slug that does not contain the brand's own term, sitting in the nav below nine service pages. The most defensible IP in the business is architecturally the tenth most important thing on the site.
2. Nine flat service pages compete with each other. No parent pages exist to consolidate topical signal. Every service page is an island fighting its siblings for the same crawl budget and the same internal link equity, and visitors face a 9-item decision with no framing.
3. Slugs are non-semantic and inconsistent. /about-the-science (labeled "The Methods"), /aboutthemission (The Mission), /guidedtrips (no separator), /castinglessons, /booknow, /giftcertificates. Three different conventions across the 22 crawled URLs recorded in SEO Site Audit.md. (The nav's "Group Retreats" link points at /waretreats, which 404s — the real retreats page is /educational-fly-fishing-retreats.)
4. No content section at all. The stated primary goal is brand authority. There is currently no vehicle for it. Everything the Method is lives in Kristen's head and in Instagram reels with a 48-hour shelf life.

Plus one hygiene item that is cheap and should ship first: legacy "SCco." branding in the site title field, producing "… — SCco." and doubled "… | Trout Psychology — Trout Psychology" title tags. This actively works against the entity disambiguation problem (Trout Psychology vs. actual psychology practices) that is already costing brand-search visibility.

The recommendation: restructure into a hub-and-spoke architecture with /method as the top-level hub, two service parent pages (/trips, /learn) grouping the nine orphans, and a new /journal content hub whose four categories map to the Phase 2 content pillars. Header nav drops from 15 items to 6 plus a CTA.

Scope of change: 13 URL changes (13 page-level 301s). There is no domain-level redirect fix — streamsidecovenco.com was verified on Aug 27, 2026 to already return HTTP 301, so the previously scheduled "302 → 301" task is a no-op and has been removed. Plus 17 net-new URLs and 1 title-tag template fix, executed across a 12-week phased migration with rollback gates.

2. CURRENT-STATE MAP

2.1 Navigation as it stands

Header nav, in current order:

Home | Casting Camp | Guide Trips | Private Education | Streamer Stomp |
Casting Lessons | Schools | Group Retreats | Gift Certificates |
The Trout Psychology Method | The Trout Psychology Mission | Instructors |
Book and Contact | Login | Cart

15 items. 13 are content destinations; 2 are e-commerce utilities.

2.2 Current hierarchy

Everything is L1. There is no L2. The site is completely flat.

Homepage (/)
├── Casting Camp (/washington-casting-camp)
├── Guide Trips (/guidedtrips)
├── Private Education (/private-fly-fishing-lessons-washington)
├── Streamer Stomp (/streamer-stomp)
├── Casting Lessons (/castinglessons)
├── Schools (/schools)
├── Group Retreats (/waretreats) — ⛔ 404. Real page: /educational-fly-fishing-retreats
├── Gift Certificates (/giftcertificates)
├── The Trout Psychology Method (/about-the-science)
├── The Trout Psychology Mission (/aboutthemission)
├── Instructors (/instructors)
├── Book and Contact (/booknow)
├── Login (/login) — Squarespace system route
└── Cart (/cart) — Squarespace system route

2.3 Diagnosis table

2.4 Known-URL inventory — ✅ VERIFIED against crawl 2026-08-27

Source: SEO Site Audit.md — XML sitemap (22 URLs) plus direct HTTP retrieval, August 27, 2026. This replaces the earlier "unknown until crawled" inventory; the crawl had already been run in the sibling deliverable on the same day.

3. RECOMMENDED INFORMATION ARCHITECTURE

3.1 The organizing principle

The Method is the hub. Everything else is a spoke that proves it.

This is not a metaphor — it is the literal link topology. /method receives an internal link from every service page, every journal post, and the homepage. It is the page the whole site votes for. When a journalist, a podcast host, or an AI answer engine needs to cite "the behavior-analytic approach to fly fishing instruction," there is exactly one URL to cite, and it is a hub with five supporting pages beneath it rather than a single orphan.

Three consequences fall out of that:

• Services are not the top of the tree. They are applications of the Method, grouped under two parents that describe what the customer is buying — a day on the water (/trips) or a skill (/learn) — rather than nine product names only an insider can distinguish.
• The content section is /journal, not /blog, and it is structurally attached to the Method, with categories that map 1:1 to the Phase 2 content pillars. Journal posts are the spokes that continuously refresh the hub.
• Entity disambiguation gets its own architectural home. /method and /about carry the Organization schema, the sameAs cluster, and explicit language distinguishing Trout Psychology (fly fishing education) from psychology practices — which is currently the single biggest brand-search leak.

3.2 Recommended page hierarchy

Homepage (/)
│
├── The Method (/method)                                    ★ TOP HUB
│   ├── Think Like a Trout (/method/think-like-a-trout)
│   ├── How We Teach (/method/how-we-teach)
│   ├── River Journaling (/method/river-journaling)
│   ├── Neurodiversity-Informed Instruction
│   │       (/method/neurodiversity-informed-instruction)
│   └── Method Glossary (/method/glossary)
│
├── Guided Trips (/trips)                                   ★ SERVICE HUB — REVENUE
│   ├── Yakima River Guided Trips (/trips/yakima-river-guided-trips)
│   ├── Streamer Fishing Trips (/trips/streamer-fishing-trips)
│   ├── Dry Fly Trips (/trips/dry-fly-trips)
│   └── Group Retreats (/trips/group-retreats)
│
├── Learn (/learn)                                          ★ SERVICE HUB — SCALABLE
│   ├── Virtual Casting Lessons (/learn/virtual-casting-lessons)
│   ├── Casting Camp (/learn/casting-camp)
│   ├── Private Education (/learn/private-education)
│   ├── Fly Fishing Schools (/learn/fly-fishing-schools)
│   └── Streamer Stomp (/learn/streamer-stomp)
│
├── Journal (/journal)                                      ★ CONTENT HUB
│   ├── The Method (/journal/the-method)
│   ├── Yakima River (/journal/yakima-river)
│   ├── Technique (/journal/technique)
│   ├── The Human Side (/journal/the-human-side)
│   └── [posts] (/journal/{slug})
│
├── About (/about)
│   ├── Instructors (/about/instructors)
│   │   ├── Kristen Bufe (/about/kristen-bufe)
│   │   └── Nate Tamarack (/about/nate-tamarack)
│   └── [Mission content merged into /about]
│
├── Book a Trip (/book)
├── FAQ (/faq)
├── Gift Certificates (/gift-certificates)
│
└── [System] Login (/login) · Cart (/cart)

Maximum depth: L2 for everything except individual instructor bios and journal posts (L2 by URL, L3 by breadcrumb). Every page is reachable in ≤ 3 clicks from the homepage.

3.3 Visual sitemap

graph TD
    HOME["Homepage /"]

    subgraph HEADER["Header Nav — 6 items + CTA"]
        METHOD["The Method<br/>/method"]
        TRIPS["Guided Trips<br/>/trips"]
        LEARN["Learn<br/>/learn"]
        JOURNAL["Journal<br/>/journal"]
        ABOUT["About<br/>/about"]
        BOOK["Book a Trip<br/>/book — CTA"]
    end

    HOME --> METHOD
    HOME --> TRIPS
    HOME --> LEARN
    HOME --> JOURNAL
    HOME --> ABOUT
    HOME --> BOOK

    METHOD --> M1["Think Like a Trout"]
    METHOD --> M2["How We Teach"]
    METHOD --> M3["River Journaling"]
    METHOD --> M4["Neurodiversity-Informed<br/>Instruction"]
    METHOD --> M5["Method Glossary"]

    TRIPS --> T1["Yakima River<br/>Guided Trips"]
    TRIPS --> T2["Streamer<br/>Fishing Trips"]
    TRIPS --> T3["Dry Fly Trips"]
    TRIPS --> T4["Group Retreats"]

    LEARN --> L1["Virtual Casting<br/>Lessons"]
    LEARN --> L2["Casting Camp"]
    LEARN --> L3["Private Education"]
    LEARN --> L4["Fly Fishing Schools"]
    LEARN --> L5["Streamer Stomp"]

    JOURNAL --> J1["Cat: The Method"]
    JOURNAL --> J2["Cat: Yakima River"]
    JOURNAL --> J3["Cat: Technique"]
    JOURNAL --> J4["Cat: The Human Side"]

    ABOUT --> A1["Instructors"]
    A1 --> A2["Kristen Bufe"]
    A1 --> A3["Nate Tamarack"]

    T1 -.->|"every service page<br/>links to the hub"| METHOD
    L1 -.-> METHOD
    J1 -.-> METHOD
    J2 -.-> METHOD
    J3 -.-> METHOD
    J4 -.-> METHOD

    subgraph FOOTER["Footer only"]
        GIFT["Gift Certificates"]
        FAQ["FAQ"]
        PRIV["Privacy · Terms"]
    end

    style METHOD fill:#1a4d2e,color:#fff
    style JOURNAL fill:#2d5f7c,color:#fff
    style TRIPS fill:#5c3d2e,color:#fff
    style LEARN fill:#5c3d2e,color:#fff

3.4 Full URL map

Totals: 13 URL changes · 17 net-new URLs · 2 unchanged system routes. No domain-level change — streamsidecovenco.com is already a 301.

4. URL REWRITE TABLE

Every row is mandatory. A URL change without a redirect is a deleted page.

4.1 Page-level redirects

✅ VERIFIED against crawl 2026-08-27. Every Old URL below is a real, live, crawled URL taken from SEO Site Audit.md (XML sitemap of 22 URLs plus direct HTTP retrieval, August 27, 2026). The seven [CONFIRM] slug guesses that previously occupied this table were wrong and have been deleted. Four live URLs that were missing from the map entirely — /educational-fly-fishing-retreats, /private-fly-fishing-lessons-washington, /washington-casting-camp and /nate — are now included, as are /giftcertificates and /booknow.

Every row is mandatory. A URL change without a redirect is a deleted page.

13 page-level 301s. No domain-level row — see §4.2.

4.1a /waretreats — a 404, not a redirect source

/waretreats is linked from the sitewide navigation but returns HTTP 404 (verified: 00 - Client Profile.md ADDENDUM; SEO Site Audit.md C3). It is not a page to migrate.

1. Fix the nav link to point at the retreats page — currently /educational-fly-fishing-retreats, later /trips/group-retreats. This is a C3 critical fix and is independent of the migration.
2. Optionally add /waretreats → /trips/group-retreats 301 as cheap insurance for any external link or bookmark that was created while the URL worked. It is a courtesy row, not one of the 13.

4.2 Domain-level — ✅ no action required

4.3 Explicitly NOT changing

4.4 Redirect implementation rules

1. 301, never 302, for every row in 4.1. A 302 does not pass consolidation signals.
2. No chains. If /schools → /learn/fly-fishing-schools and later /learn/fly-fishing-schools moves again, rewrite the original rule. Every old URL points at the final destination in one hop.
3. No loops. Verify each rule with curl -I before and after deploy.
4. Keep redirects forever. Squarespace's URL-mapping panel is the implementation surface; these rules never expire.
5. Update internal links to the new URL directly — do not rely on the redirect for your own site's links. Redirects are for external links and old bookmarks.
6. Update the XML sitemap to contain only new URLs, and resubmit in Search Console the day of each tranche.
7. Case + trailing slash: enforce lowercase, no trailing slash, sitewide. Add catch-all rules.

4.5 Reconciled position — the Method URL and the rename question

Two Phase 1 deliverables previously disagreed. Both are now settled, and both documents carry the same note.

1. The Method URL is /method. Not /trout-psychology-method. SEO Site Audit.md M3 originally proposed the longer slug; it has been updated to defer to this document. /method wins because 126 downstream references across the Phase 2 deliverables already assume it, and because it is the cleaner canonical for the brand's core IP — short, memorable, sayable on a podcast, and unambiguous once the site's entity is established. Executing both instructions would have created a redirect chain on the single highest-value page in the engagement.

2. Staged, tranche-based renames are approved. SEO Site Audit.md M2 originally read "do not bulk-rename these." That objection was to a bulk rename — all slugs at once, no gating, no monitoring — and it is a fair objection to that plan. It is not an objection to this one. The migration in §7 is deliberately staged: one tranche at a time, risk-ordered, with a monitoring gate and a defined rollback between each, and never two high-value URLs in flight. M2 has been updated to say so.

Division of authority, so this cannot be misread again:

5. NAVIGATION SPEC

5.1 Header — exact labels, exact order

[TROUT PSYCHOLOGY logo → /]

The Method ▾ | Guided Trips ▾ | Learn ▾ | Journal | About ▾ | [Book a Trip] 🔍 👤 🛒

6 nav items + 1 CTA button. Down from 15. Every label is a term a customer would use unprompted.

Why "The Method" is nav position 1: it is the answer to "why you and not Red's Fly Shop." Putting it first makes the whole nav read as an argument rather than a price list. It also concentrates the maximum possible sitewide internal link equity on the page the authority strategy depends on.

Why "Learn" and not "Lessons" or "Instruction": shortest, broadest, matches the customer's actual verb, and leaves room to add products without renaming the parent.

Why "Journal" and not "Blog": matches the brand's own vocabulary — river journaling is a core Method mechanic — and reads as considered rather than obligatory. Confirm with Kristen; if she prefers "Blog," take it, the SEO difference is nil and the vocabulary consistency is worth more than either word.

5.2 Dropdown contents — exact labels

The Method ▾
| Label | URL |
|---|---|
| The Method Overview | /method |
| Think Like a Trout | /method/think-like-a-trout |
| How We Teach | /method/how-we-teach |
| River Journaling | /method/river-journaling |
| Neurodiversity-Informed Instruction | /method/neurodiversity-informed-instruction |
| Method Glossary | /method/glossary |

Guided Trips ▾
| Label | URL |
|---|---|
| All Guided Trips | /trips |
| Yakima River Guided Trips | /trips/yakima-river-guided-trips |
| Streamer Fishing Trips | /trips/streamer-fishing-trips |
| Dry Fly Trips | /trips/dry-fly-trips |
| Group Retreats | /trips/group-retreats |

Learn ▾
| Label | URL |
|---|---|
| All Instruction | /learn |
| Virtual Casting Lessons | /learn/virtual-casting-lessons |
| Casting Camp | /learn/casting-camp |
| Private Education | /learn/private-education |
| Fly Fishing Schools | /learn/fly-fishing-schools |
| Streamer Stomp | /learn/streamer-stomp |

About ▾
| Label | URL |
|---|---|
| About Trout Psychology | /about |
| Instructors | /about/instructors |
| Kristen Bufe | /about/kristen-bufe |
| Nate Tamarack | /about/nate-tamarack |
| FAQ | /faq |

5.3 Footer

Four columns plus a brand block.

Brand block (left or full-width above columns):
- Logo
- One-line entity-disambiguating descriptor: "Trout Psychology — behavioral science–based fly fishing education and guiding on the Yakima River, Cle Elum, Washington."
- Phone: 206-659-5501
- City/State: Cle Elum, WA [street address pending — CONFIRM]
- Social: Instagram, YouTube [CONFIRM others]

That descriptor line is doing real work: it is the sitewide, every-page statement that this is a fly fishing business, not a mental health practice. Pair it with Organization schema carrying the same descriptor and a sameAs array of every confirmed profile.

5.4 Breadcrumbs

Implement on every page except the homepage, with BreadcrumbList schema. Mirrors the URL path exactly.

Every segment is a link except the current page. Breadcrumbs are free, permanent, sitewide internal links flowing back into the hubs — with a hub-and-spoke architecture they do a meaningful share of the equity distribution work on their own.

5.5 Journal sidebar

Left sidebar on /journal and every post: the four categories, a "Start with the Method" block linking to /method, and an email capture. The Method block on every single post is deliberate — it is the conversion path from informational content to the authority asset to the product.

5.6 Title tag template (fix immediately)

Current: "… — SCco." and "… | Trout Psychology — Trout Psychology"

Fix the Squarespace Site Title field to exactly Trout Psychology, then apply:

One brand token per title. No SCco. This is a 15-minute fix with sitewide effect and should ship in Phase 1 regardless of everything else.

6. INTERNAL LINKING SKELETON

6.1 The topology

                          ┌─────────────────┐
                          │    /method      │  ★ TOP HUB
                          │  (the asset)    │
                          └────────┬────────┘
                    ┌──────────────┼──────────────┐
                    ▼              ▼              ▼
            ┌───────────┐  ┌───────────┐  ┌───────────┐
            │ /method/* │  │  /trips   │  │  /learn   │
            │ 5 spokes  │  │  4 spokes │  │  5 spokes │
            └─────┬─────┘  └─────┬─────┘  └─────┬─────┘
                  │              │              │
                  └──────────────┼──────────────┘
                                 ▼
                          ┌─────────────┐
                          │  /journal   │  ★ CONTENT HUB
                          │  4 cats     │  (36+ posts/yr)
                          └─────────────┘
                                 │
                    every post links UP to /method
                    and ACROSS to one service page

6.2 Rules

1. Every page on the site links to /method at least once, in body copy, with descriptive anchor text. No exceptions. This is the single most important rule in this document.
2. Every Method spoke links back to /method and to at least two sibling spokes.
3. Every service page links to: /method (why we teach this way), its own parent hub, one sibling service (the natural next purchase), and one relevant journal post.
4. Every journal post links to: /method or one Method spoke, its category page, its designated service page (the CTA target), and 2–3 sibling posts in the same category.
5. Anchor text is descriptive and varied. Rotate: "the Trout Psychology Method," "how we think like a trout," "our behavior-analytic approach," "the Method." Never "click here," never "learn more" as the whole anchor.
6. No orphans. Every published URL has ≥ 1 inbound internal link from a page other than the sitemap.
7. Link density: 5–10 contextual internal links per 1,000 words, nav and footer excluded.

6.3 Required links per page

6.4 Seasonal link rotation

The homepage hero CTA and the /journal sidebar CTA should rotate with the season, pointing internal equity at whatever is actually sellable:

7. PHASED MIGRATION PLAN

Governing principle: additive before subtractive. Build everything new while the old URLs are untouched, then move URLs in risk-ordered tranches with a monitoring gate between each. At no point is more than one high-value URL in flight.

📅 Calendar anchor — "Week 0" is the week of Monday, August 31, 2026

Every week number in this section resolves to a real date. Content Calendar.md §4 is anchored to the same table and the two documents must be re-checked together if either moves.

Two dependencies this anchor exists to enforce:
1. No blog post publishes before /journal exists. /journal is live Fri Sep 18, so the first post publishes Tue Sep 22, 2026 — not Sep 1. Two posts publish in September, which is exactly what Phase 1.7 says.
2. /method is live before the cornerstone post that depends on it. /method lands in Week 6 (week of Oct 12); cornerstone Post #5 publishes Tue Oct 20, 2026. This is why /method was pulled forward out of Tranche D — see Tranche A2 below.

Interim internal-link rule: posts published before Week 6 must link the Method hub as /about-the-science, its live URL at the time. The Phase 4.2 internal-link sweep rewrites those anchors to /method. Do not publish a link to /method before the 301 lands.

Phase 0 — Baseline & unblock (Week 0 — week of Aug 31, 2026)

Nothing changes. You cannot detect a ranking drop without a baseline.

Gate: Complete URL inventory + baseline exported. (The crawl inventory is in fact already complete — see §2.4 and SEO Site Audit.md. Task 0.2 now serves to capture status codes and internal links at scale, not to discover slugs.)

Phase 1 — Non-destructive foundation (Weeks 1–2)

Zero URL changes. Zero risk. Immediate wins.

Gate: New pages indexed. No ranking movement on existing URLs (there should be none — nothing moved).

Phase 2 — Navigation restructure, URLs frozen (Weeks 3–4)

The nav changes. The URLs do not. This isolates UX impact from SEO impact so you can attribute any change to the right cause.

Gate: 14 days of data. Engagement flat or improved. If bounce rate rises materially, the problem is the nav grouping, not the URLs — fix it here, cheaply, before touching a single slug.

Phase 3 — URL migration in four tranches (Weeks 5–10)

One tranche at a time. A monitoring gate between each. Never two high-value URLs in flight.

Tranche A (Week 5 — week of Oct 5, 2026) — proof of pipeline, lowest risk
- /aboutthemission → /about (content merged)
- /nate → /about/nate-tamarack

Why first: both are low-traffic, low-risk pages — one thin brand page, one orphaned instructor page with no internal links pointing at it. This tranche exists to prove the redirect mechanism, the sitemap resubmission, and the internal-link sweep all work correctly on URLs where a mistake is survivable.

Changed from the previous plan: /waretreats was the original Tranche A row. It 404s and is not a migration source at all (§4.1a). Its intended replacement, /educational-fly-fishing-retreats, is a live and indexed page with real signal, so it is not a suitable pipeline test — it moves in Tranche B instead.

Gate A: 7 days. Redirects return 301 in one hop. New URLs indexed in GSC. No 404s in the crawl log.

Tranche A2 (Week 6 — week of Oct 12, 2026) — 🔴 the authority anchor, alone
- /about-the-science → /method

Why here, and why alone: this was pulled forward out of Tranche D. /method is the hub the entire architecture and the entire content calendar vote for; every service page, every journal post and 126 downstream references in the Phase 2 deliverables point at it. Shipping it late meant the whole corpus spent nine weeks linking to a URL that did not exist, and it put cornerstone Post #5 (Tue Oct 20) before its own stated dependency. Moving it to Week 6 resolves both: /method is live and indexed before any content depends on it, and the redirect pipeline has already been validated once in Tranche A.

It moves alone because it is the highest-strategic-value URL on the site and needs unambiguous attribution. This is a slug change on a page that also carries a content rebuild (SEO Site Audit.md H8) — sequence the two together: one change, one redirect, one re-crawl.

Gate A2: 14 days. /method indexed in GSC and serving 200. Redirect returns 301 in one hop. Brand-adjacent and "fly fishing psychology" impressions within 20% of the /about-the-science baseline. Rollback trigger: if /method is not indexed within 10 days, stop — do not start Tranche B, and do not publish Post #5 against a URL Google has not registered.

Tranche B (Weeks 7–8 — weeks of Oct 19 and Oct 26, 2026) — supporting services
- /washington-casting-camp → /learn/casting-camp
- /private-fly-fishing-lessons-washington → /learn/private-education
- /schools → /learn/fly-fishing-schools
- /streamer-stomp → /learn/streamer-stomp
- /instructors → /about/instructors
- /booknow → /book
- /educational-fly-fishing-retreats → /trips/group-retreats
- /giftcertificates → /gift-certificates

Sequencing within the tranche: run /booknow and /giftcertificates in Week 7, ahead of the gift season, and verify every service-page CTA resolves in one hop before Week 8. /educational-fly-fishing-retreats is a live indexed page — monitor it individually, not just in aggregate.

Gate B: 14 days. Aggregate clicks/impressions across the eight URLs within 15% of baseline. Investigate any single URL down > 25%. /book and /gift-certificates must return 200 from every service-page CTA before Gate B closes.

Tranche C (Week 9 — week of Nov 2, 2026) — the scalable product, alone
- /castinglessons → /learn/virtual-casting-lessons

Alone because this is the $250/mo product and the slug change is substantive (adding "virtual"), so it may re-enter the index against a different query set. It needs unambiguous attribution.

Gate C: 14 days. Monitor both the old query set and new "virtual"-qualified queries.

Tranche D (Week 10 — week of Nov 9, 2026) — the revenue page, absolutely last
- /guidedtrips → /trips

Last and alone because this is the highest-value URL on the site financially, and by now the redirect pipeline has been validated four times.

Gate D: 21 days, with a rollback trigger: if /trips organic clicks fall > 30% vs. the /guidedtrips baseline and have not begun recovering by day 21, revert the redirect (point /trips → /guidedtrips as canonical), diagnose, and retry. Booking-inquiry volume, not just clicks, is the real metric here.

Phase 4 — Consolidate & compound (Weeks 11–12, then ongoing)

7.1 Risk register

7.2 Success metrics

8. OPEN ITEMS FOR KRISTEN

1. ~~Confirm the 7 inferred slugs in §4.1.~~ ✅ Closed Aug 27, 2026 — resolved from the crawl in SEO Site Audit.md. All seven guesses were wrong; §4.1 is rebuilt from verified URLs. No client input needed.
2. "Journal" vs. "Blog" for the content hub label — recommendation is Journal, but this is her brand vocabulary to decide.
3. Street address — still blocks local pack eligibility, citations, and LocalBusiness schema completeness. Highest-leverage single missing datum on this engagement.
4. Group Retreats placement — currently proposed under /trips. If retreats are sold and delivered as instruction rather than as guided days on the water, move to /learn/group-retreats instead. One decision, made once, before Tranche B (Week 7). Note the source is /educational-fly-fishing-retreats, a live and indexed page — not /waretreats, which 404s.
5. Streamer Stomp — confirm whether this is a program, an event, or a trip type. Placement under /learn assumes program.
6. Confirm the legal registrant (Trout Psychology vs. Streamside Coven Co.) — determines the legalName value in Organization schema and whether SCco. should appear anywhere on the site at all.
7. Peak-season dates for the Yakima to lock the §6.4 seasonal rotation and the Tranche D timing.

Companion deliverables: Keyword Research.md (Phase 1) and Content Calendar.md (Phase 1). The Journal categories in §3.2 map 1:1 to the four content pillars in the Content Calendar. The Week 0 anchor above (week of Aug 31, 2026) is shared with Content Calendar.md §4 — if either document re-times, both must be re-checked.

📌 Reconciled with SEO Site Audit.md. That document is the authority on what exists on the site today (crawl of 2026-08-27); this one is the authority on what changes and in what order. The Method URL is /method and staged tranche-based renames are approved — see §4.5. Neither document should be read as contradicting the other.