` | `SML Company · Dispute Resolution` — pre-rebrand placeholder | Unique per page | | Meta description | none | Unique per page | | `<meta viewport>` | **absent** | Present | | Canonical URL | none | Every page | | OG / Twitter tags | none | Every page | | Structured data | none | Person, ProfessionalService, Article, FAQ, Breadcrumb | | `robots.txt` | 403 | Served | | Sitemap | none | Generated at build | | Favicon | none | Full set | Astro's static output solves most of this by existing. The rest is the spec below. ## Why static output matters more than usual here Google can sometimes render client-side JavaScript. Bing largely does not. LinkedIn's preview crawler does not. Slack's unfurler does not. **And the crawlers behind AI assistants — increasingly how counsel and in-house teams find a neutral — generally do not.** A site that requires three CDN round trips and an in-browser Babel compile before producing a sentence is invisible to all of them. That is the whole argument for D1. --- ## Metadata Every page passes through one `SEO` component. A page without it is not finished. ``` title 50–60 chars, unique. Pattern: "<Page> · Pouya Lajevardi" Home: "Pouya Lajevardi · Mediation & Arbitration · Toronto" ARTICLES ARE THE EXCEPTION: no " · Pouya Lajevardi" suffix. The suffix is 18 chars, so a headline that already reads 50–60 renders at 68–78 — over this ceiling. Measured against the five launch headlines in 03-content-spec.md, the suffix rule fails 5 of 5; without it, 4 of 5 pass. An article's headline IS its <title>; `seoTitle` in the frontmatter overrides it when a headline that reads well is out of range. src/content.config.ts enforces this and names the offending string and its length in the build error. description 140–160 chars, unique, written for a human, not stuffed canonical absolute, https, trailing slash og:title/description/image/url/type/site_name/locale (en_CA) twitter:card summary_large_image robots index,follow — except /legal/* which is noindex,follow ``` **OG images:** 1200 × 630. Generate at build with `satori` or `astro-og-canvas` using the site's own type and palette. One template: display headline on cream, infinity mark, designation line. Never a screenshot. ## Structured data JSON-LD only. Validate against Google's Rich Results Test before cutover. | Type | Where | Notes | |---|---|---| | `Person` | `/about/`, referenced site-wide | `name`, `jobTitle`, `description`, `alumniOf` (Bond University), `knowsLanguage` (en, fa), `hasCredential` (Q.Med), `sameAs` (LinkedIn), `image`. **`jobTitle` = "Director of Firm Operations"; omit `worksFor`** — populating it either names the boutique (D16) or misstates the employer | | `ProfessionalService` | Home | `areaServed` Toronto/Ontario, `serviceType` Mediation/Arbitration, `provider` → Person, `priceRange` once `/fees/` is real. **Never `LegalService`** — schema.org defines it as a business providing legal advice and *representation*, which asserts in machine-readable form exactly what D13 bars and §4 Forbidden calls out | | `Service` | Each practice page | `serviceType`, `provider` → Person, `areaServed` | | `Article` | Each article | `headline`, `description`, `datePublished`, `dateModified`, `author` → Person, `image` | | `BreadcrumbList` | All nested pages | Matches visible breadcrumbs | | `FAQPage` | `/for-parties/`, `/med-arb/` | Only where the visible page genuinely is Q&A. Never fabricate questions to farm a rich result | **`hasCredential` must reflect reality.** Q.Med is held. Q.Arb is not. Marking an unheld credential as held in structured data is a misrepresentation that happens to be machine-readable. ## Crawlability **`public/robots.txt`:** ``` User-agent: * Allow: / Disallow: /legal/ Sitemap: https://adr.smlcompany.ca/sitemap-index.xml ``` Do not block AI crawlers. Being read by an assistant that a general counsel is using to shortlist neutrals is the point. **Sitemap:** `@astrojs/sitemap`, excluding `/legal/*` and any `draft: true` article. Submit to Google Search Console and Bing Webmaster Tools at cutover. **Internal linking.** Every practice page links to `/mediation/` and `/arbitration/`; those link back to the practice areas; every article links to at least one practice page. This is what turns Insights into ranking power for the pages that convert. Breadcrumbs on every nested page. **404 page.** Real, styled, with search-intent links out. CloudFront must return it with a genuine 404 status — not a 200, which the S3 website-endpoint pattern gets wrong by default. ## Performance Core Web Vitals are a ranking input, and the current build fails all of them. | Metric | Budget | |---|---| | LCP | < 2.0 s, Slow 4G | | CLS | < 0.05 | | INP | < 150 ms | | JS per route | < 100 KB | | Lighthouse (mobile) | ≥ 95 all four categories | How: static HTML, self-hosted preloaded subset fonts, AVIF/WebP with explicit dimensions, critical CSS inlined, no third-party scripts on any page except the booking embed on `/contact/` — and that one is lazy-loaded behind a click. ## Local and professional presence Not code, but it belongs in the launch checklist: Google Business Profile for the practice; ADRIC and ADRIO directory listings pointing at the site; a LinkedIn profile whose headline and Featured section match the brand (brief §VIII); consistent name, address, and phone across all of them. ## Post-launch verification - [ ] `curl -s https://adr.smlcompany.ca/ | grep -c "<h1"` returns ≥ 1 - [ ] Every page renders its full text with JavaScript disabled - [ ] Rich Results Test passes on Person, ProfessionalService, Article - [ ] OG preview renders correctly in LinkedIn Post Inspector and Slack - [ ] Sitemap submitted to Google Search Console and Bing - [ ] No page returns 200 for a URL that should 404 - [ ] Lighthouse ≥ 95 mobile on `/`, `/about/`, one practice page, one article

# 04 — Discoverability The problem this project exists to fix. `AGENTS.md` §2 has the measurements: a server-side fetch of the live site returns three words. --- ## The baseline being replaced | | Now `[verified 2026-08-25]` | Target | |---|---|---| | Content in server HTML | `SML Company · DISPUTE RESOLUTION · Unpacking...` | Every word | | Indexable pages | 1 | 17 + articles (19 fixed URLs, less the two `/legal/*` pages, which are `noindex` and excluded from the sitemap) | | `` | `SML Company · Dispute Resolution` — pre-rebrand placeholder | Unique per page | | Meta description | none | Unique per page | | `<meta viewport>` | **absent** | Present | | Canonical URL | none | Every page | | OG / Twitter tags | none | Every page | | Structured data | none | Person, ProfessionalService, Article, FAQ, Breadcrumb | | `robots.txt` | 403 | Served | | Sitemap | none | Generated at build | | Favicon | none | Full set | Astro's static output solves most of this by existing. The rest is the spec below. ## Why static output matters more than usual here Google can sometimes render client-side JavaScript. Bing largely does not. LinkedIn's preview crawler does not. Slack's unfurler does not. **And the crawlers behind AI assistants — increasingly how counsel and in-house teams find a neutral — generally do not.** A site that requires three CDN round trips and an in-browser Babel compile before producing a sentence is invisible to all of them. That is the whole argument for D1. --- ## Metadata Every page passes through one `SEO` component. A page without it is not finished. ``` title 50–60 chars, unique. Pattern: "<Page> · Pouya Lajevardi" Home: "Pouya Lajevardi · Mediation & Arbitration · Toronto" ARTICLES ARE THE EXCEPTION: no " · Pouya Lajevardi" suffix. The suffix is 18 chars, so a headline that already reads 50–60 renders at 68–78 — over this ceiling. Measured against the five launch headlines in 03-content-spec.md, the suffix rule fails 5 of 5; without it, 4 of 5 pass. An article's headline IS its <title>; `seoTitle` in the frontmatter overrides it when a headline that reads well is out of range. src/content.config.ts enforces this and names the offending string and its length in the build error. description 140–160 chars, unique, written for a human, not stuffed canonical absolute, https, trailing slash og:title/description/image/url/type/site_name/locale (en_CA) twitter:card summary_large_image robots index,follow — except /legal/* which is noindex,follow ``` **OG images:** 1200 × 630. Generate at build with `satori` or `astro-og-canvas` using the site's own type and palette. One template: display headline on cream, infinity mark, designation line. Never a screenshot. ## Structured data JSON-LD only. Validate against Google's Rich Results Test before cutover. | Type | Where | Notes | |---|---|---| | `Person` | `/about/`, referenced site-wide | `name`, `jobTitle`, `description`, `alumniOf` (Bond University), `knowsLanguage` (en, fa), `hasCredential` (Q.Med), `sameAs` (LinkedIn), `image`. **`jobTitle` = "Director of Firm Operations"; omit `worksFor`** — populating it either names the boutique (D16) or misstates the employer | | `ProfessionalService` | Home | `areaServed` Toronto/Ontario, `serviceType` Mediation/Arbitration, `provider` → Person, `priceRange` once `/fees/` is real. **Never `LegalService`** — schema.org defines it as a business providing legal advice and *representation*, which asserts in machine-readable form exactly what D13 bars and §4 Forbidden calls out | | `Service` | Each practice page | `serviceType`, `provider` → Person, `areaServed` | | `Article` | Each article | `headline`, `description`, `datePublished`, `dateModified`, `author` → Person, `image` | | `BreadcrumbList` | All nested pages | Matches visible breadcrumbs | | `FAQPage` | `/for-parties/`, `/med-arb/` | Only where the visible page genuinely is Q&A. Never fabricate questions to farm a rich result | **`hasCredential` must reflect reality.** Q.Med is held. Q.Arb is not. Marking an unheld credential as held in structured data is a misrepresentation that happens to be machine-readable. ## Crawlability **`public/robots.txt`:** ``` User-agent: * Allow: / Disallow: /legal/ Sitemap: https://adr.smlcompany.ca/sitemap-index.xml ``` Do not block AI crawlers. Being read by an assistant that a general counsel is using to shortlist neutrals is the point. **Sitemap:** `@astrojs/sitemap`, excluding `/legal/*` and any `draft: true` article. Submit to Google Search Console and Bing Webmaster Tools at cutover. **Internal linking.** Every practice page links to `/mediation/` and `/arbitration/`; those link back to the practice areas; every article links to at least one practice page. This is what turns Insights into ranking power for the pages that convert. Breadcrumbs on every nested page. **404 page.** Real, styled, with search-intent links out. CloudFront must return it with a genuine 404 status — not a 200, which the S3 website-endpoint pattern gets wrong by default. ## Performance Core Web Vitals are a ranking input, and the current build fails all of them. | Metric | Budget | |---|---| | LCP | < 2.0 s, Slow 4G | | CLS | < 0.05 | | INP | < 150 ms | | JS per route | < 100 KB | | Lighthouse (mobile) | ≥ 95 all four categories | How: static HTML, self-hosted preloaded subset fonts, AVIF/WebP with explicit dimensions, critical CSS inlined, no third-party scripts on any page except the booking embed on `/contact/` — and that one is lazy-loaded behind a click. ## Local and professional presence Not code, but it belongs in the launch checklist: Google Business Profile for the practice; ADRIC and ADRIO directory listings pointing at the site; a LinkedIn profile whose headline and Featured section match the brand (brief §VIII); consistent name, address, and phone across all of them. ## Post-launch verification - [ ] `curl -s https://adr.smlcompany.ca/ | grep -c "<h1"` returns ≥ 1 - [ ] Every page renders its full text with JavaScript disabled - [ ] Rich Results Test passes on Person, ProfessionalService, Article - [ ] OG preview renders correctly in LinkedIn Post Inspector and Slack - [ ] Sitemap submitted to Google Search Console and Bing - [ ] No page returns 200 for a URL that should 404 - [ ] Lighthouse ≥ 95 mobile on `/`, `/about/`, one practice page, one article