Pipeline overview

10 phases · 52 sub-steps · everything that runs, in one view.

intake — runs once every 30 days, from scratch monthly — first run after intake weekly — every Monday biweekly — every Monday + Thursday
PHASE 001

Data Acquisition

intake
Fetch raw Google Maps SERPs, clean them down to a candidate-domain list, write silver. 9 sub-steps.
001a
Google Maps SERP fetch

Fetch raw Maps SERPs for ~17 keywords × ~18 coordinates per market. The seed data.

DataForSEO
 001b
Split paid vs organic

Separate paid-ad rows from organic-result rows in the raw bronze table.

 001c
Dedupe by CID

Drop duplicate Google Business listings by Customer ID. One row per real listing.

 001d
Geofence filter

Drop any result whose physical address falls outside the target geographic boundary.

 001e
Keep URL-bearing only

Drop listings that don’t have a website URL — there’s nothing to enrich.

 001f
Normalize domains

Lowercase domain strings, strip www., strip trailing slashes — canonical form.

 001g
Drop aggregators

Drop directory sites (avvo, findlaw, justia, etc.) — listings of firms, not firms.

 001h
Final unique dedup

One last dedup pass so every candidate domain appears exactly once.

 001s
Bronze → silver

Promote the cleaned bronze rows to the silver table. The Phase 001 deliverable.
PHASE 002

Domain Verification

intake
Confirm each candidate domain actually resolves and serves content. Kill the dead ones.
002a
HTTP-verify each domain

Submit each candidate domain to DFS OnPage. Classify into 22 categories (live / 404 / cloudflare / wix / etc).

DataForSEO
PHASE 003

Domain Classification

intake
Decide which verified domains are actually personal-injury law firms. Produces gold_domains.
003a
Category match

Three-field match of GMaps category data against 35 attorney categories. Tags each CID in_vertical or not_in_vertical.

 003b
Playwright fetch

Recover content from sites DFS couldn’t crawl. Headless browser + stealth, httpx fallback.

Playwright
 003c
3-pass classifier

Pass 1 Haiku → Pass 2 Haiku (+body) → Pass 3 Sonnet. Escalates only when ambiguous.

Anthropic Haiku + Sonnet
 003d
Join → CID grain

Join domain verdicts back onto CID-grain table. Unseen domains tagged NO_DATA or DNS_DEAD with a reason.
PHASE 004

Specialties

intake
Tag each gold firm with practice areas. Closes out intake.
004a
Specialty classifier

Single-pass Haiku. For each V_CONFIRMED firm: pick primary + secondary specialties from 24 categories, plus a one-line firm summary.

Anthropic Haiku
 004b
Join → gold_domains / gold_cids / gold_paid

Apply NON_V_OVERRIDE post-filter. Compute search_keyword from primary_specialty. Split CID-grain into 3 BQ gold tables.
PHASE 005

OnPage

monthly
Crawl every page of every firm’s website, then decompose the crawl into 9 downstream tables.
005a
DFS deep crawl

Crawl every page of every firm’s site: HTML, headers, status codes, structure. The heavy expensive step.

DFS OnPage
 005b
OnPage summary

Summarize each crawl: page count, average load time, error counts. Derived from 005a.

 005c
Per-page detail

Per-URL detail row: title, meta description, H1, word count.

 005d
Link graph

Internal & external link graph extracted from the crawl.

 005e
Duplicate tags

Find pages that share <title> or <meta description> — SEO duplicate-content bugs.

 005f
Redirect chains

Find multi-hop redirects and redirect loops.

 005g
Non-indexable pages

Find pages blocked from Google (noindex, robots.txt disallow).

 005h
Lighthouse audit

Google Lighthouse scores: performance, accessibility, SEO, best practices.

DFS Lighthouse
 005i
PageSpeed Insights

Real-user Core Web Vitals (LCP / CLS / INP) from Google’s field-data dataset.

Google PSI
 005j
Haiku attorney count

Send each firm’s “Our Team” / “Attorneys” page to Haiku. Count the attorneys.

Anthropic Haiku
PHASE 006

Domain Intel

monthly
Who owns the domain, when it was registered, what tech it’s built on.
006a
WHOIS lookup

Domain registration date, registrar, expiry. Old domains rank better — age is a trust signal.

DFS WHOIS
 006b
Tech-stack detection

Detect WordPress / React / jQuery / GA / Facebook Pixel / etc. per domain.

DFS Tech
PHASE 007

Google Business Profile

weekly
The Maps listing for each firm. Reviews and updates change often — refreshed weekly.
007a
GBP info

Basic fields: address, phone, hours, primary category, rating, review count, photo count.

DFS GBP
 007b
GBP reviews

Pull every Google review: text, rating, date, author, owner reply. Rescan mode for cheap weekly refresh.

DFS GBP
 007c
GBP updates

Pull every Google Post / update the firm has published.

DFS GBP
PHASE 008

SERP Analysis

monthly weekly
Who outranks each firm on Maps & Search. Drives heatmaps and competitor sets.
008a
Maps SERP circle grid

20-point Maps SERP grid around each firm: 1 center + 6 inner hex + 13 outer ring. Source for local-dominator heatmaps.

DFS Maps SERP
 008b
Organic SERP

Who outranks each firm on Google organic for their target keywords.

DFS Organic SERP
 008c
Local Finder

Google’s expanded local pack — beyond the visible 3-pack.

DFS Local Finder
 008d
Autocomplete

Google autocomplete suggestions when typing the firm’s name or category.

DFS Autocomplete
 008e
Carpet scan (grid drape)

Uniform 1.3-mile grid across the entire geofence × 8 fixed practice-area keywords. Catches firms missing from gold.

DFS Maps SERP
PHASE 009

Backlinks

monthly biweekly
Who is linking at each firm, how much authority they carry. Deep monthly + bulk biweekly.
009a
Backlinks summary

Per firm: total backlinks, total referring domains, domain rank.

DFS Backlinks
 009b
Backlinks live

The full list of live URLs pointing at each firm.

DFS Backlinks
 009c
Bulk Domain Rank

DFS authority score per firm. Fast bulk endpoint.

DFS bulk
 009d
Bulk total backlinks

Total backlinks count per firm. Fast bulk endpoint.

DFS bulk
 009e
Bulk spam score

DFS spam score per firm. Flags low-quality backlink profiles.

DFS bulk
 009f
Bulk referring domains

Count of unique referring domains per firm.

DFS bulk
 009g
Bulk new / lost referring

Referring domains gained or lost in the last period — who started or stopped linking.

DFS bulk
 009h
Bulk indexed pages

Total pages of each firm’s site indexed by Google.

DFS bulk
PHASE 010

Keywords

monthly weekly biweekly
What every firm ranks for, what they could rank for, where their traffic comes from.
010a
Ranked keywords

Every keyword each firm ranks for: position, volume, traffic estimate, CPC.

DFS Labs
 010b
Bulk traffic

Estimated organic traffic per firm. Fast bulk endpoint.

DFS bulk
 010c
Domain rank overview

High-level organic visibility score per firm.

DFS Labs
 010d
Bulk keyword difficulty

Difficulty scores for the tracked keywords.

DFS bulk
 010e
Related keywords

Semantically related keywords per tracked term.

DFS Labs
 010f
Keyword suggestions

Autocomplete-style expansions per tracked term.

DFS Labs
 010g
Keyword ideas

Long-tail keyword ideas adjacent to the tracked set.

DFS Labs
 010h
Categories for domain

Topical categories each firm covers (auto law / family law / personal injury / etc.).

DFS Labs
 010i
Keyword overview

Overall keyword performance summary per firm.

DFS Labs