Start with accurate, consistent identity and content.
24
Three connected moves
Each pillar supports the next.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
Consistent facts make the organisation easier to trust.
25
Original 90-day roadmap
The website work fits a thirteen-week roadmap.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
The source plan starts with foundation fixes.
26
Eight priority content themes
Build a library around real educator concerns.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
Start with high-intent questions about support and membership.
27
Answer-first page anatomy
A useful answer should be easy to read and trust.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
Lead with a direct answer rather than a slogan.
28
Source-deck targets · ambitions, not guarantees
Compare progress at day 45 and day 90.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
Capture a real baseline before reporting improvement.
29
Two risks and four asks
Give each dependency an owner.
SEARCH VISIBILITY · The idea, illustrated
THE STORY
National alignment and a missing join baseline are key risks.
30
The decision
Make service visible. Build trust. Earn the next step.
THE NEXT STEP · The idea, illustrated
THE STORY
Agree the updates and support standard members should receive.
31
Sources and design basis
Keep the evidence separate from the proposal.
THE NEXT STEP · The idea, illustrated
THE STORY
The brief describes the chatbot’s existing purpose.
Executive briefing · September 2026
Be found. Be helpful. Stay connected.
NAPTOSA Western Cape visibility & customer journey plan
Existing Member Benefit Plan · prospective-member education · email with WhatsApp at every step.
Prepared for the Provincial Executive · LB Tec Smart AI Solutions Planning proposal · 11 September 2026
01 · Existing Member Benefit Plan
Start with notifications that make support visible.
“Have you received my request? Who is helping me? What happens next?” Answer these questions before asking the member to engage with another campaign.
01
Acknowledge
Confirm the request, then the created case. These are separate events, with accurate status at each step.
02
Keep informed
Introduce the officer. Publish member-facing notes, action requests and meaningful progress updates.
03
Close the loop
Explain the outcome, duration and responsible officer. Follow up after closure to check how the member is doing.
Each event produces an email and a short WhatsApp companion. This is a proposed service journey; automation coverage has not been verified in this update.
02 · Starting point
One chatbot entry. Three clear routes.
The chatbot answers frequently asked conditions-of-service questions and books cases into the system, as described in the brief.
Chatbot conversation→Identify & match CRM contact→Confirm membership & preferences
01
Verified member
Existing Member Benefit Plan. Start relevant education once; case notifications run whenever a case event occurs.
02
Verified non-member
Useful general guidance and a permission-based membership journey. An enquiry is not a promise of representation.
03
Status unknown
Help with the immediate question and route verification to staff. Do not send a “welcome member” or recruitment series yet.
A chat alone does not supply an email address or prove membership. Ask only for missing details, match existing contacts, and avoid duplicate records or restarting a sequence on every chat.
03 · The customer experience
Design around the educator’s next question.
Moment / touchpoint
Member: need & feeling
Non-member: need & feeling
Remove friction
Discover · website / chatbot
“Can someone help me?” · anxious
“Is this advice useful?” · cautious
Answer the question first; offer a clear next step.
“Who owns my case?” · reassured by a named officer
“What would membership change?” · evaluating
Specific support route; reviewed benefits and eligibility.
Act · reply / case / joining flow
“What must I send?” · needs clarity
“How do I join?” · ready or uncertain
One main action per email; human help if blocked.
Continue · follow-up
“Did you check on me?” · feels supported
“Am I a member yet?” · needs confirmation
Aftercare for members; status confirmation for applicants.
Working personas and emotions are planning hypotheses, not interview findings. Validate with a small member/non-member pilot. Key value moments: named case ownership and a clear, helpful answer before any invitation to join.
04 · Case service journey
From request to named responsibility.
Trigger
Proposed timing
Email purpose / main action
Request started
Immediately after recorded case intent
We’ve received your request for assistance Confirm receipt; ask for missing details; explain that a case reference follows after creation. Complete your request
Request incomplete
After 24 hours; one reminder
A few details will help us assist you List only missing information; offer human help. Do not suggest the case already exists. Complete missing details
Case created
On successful creation
Your case {{case_reference}} has been created Reference, received date, next step; say assignment is pending when no officer is assigned. View case details
Officer assigned / changed
On assignment or reassignment
Meet the officer handling your case Officer’s name, role and approved contact route; explain any change and next update date. Contact your officer
All four emails receive a WhatsApp summary. If intake is abandoned, send one helpful reminder, then stop automatic chasing and keep a recoverable enquiry record. Urgent requests route to staff immediately.
05 · Case service journey
Keep the member informed while work continues.
Trigger
Email content
WhatsApp companion
Member-facing note published
Progress, officer-approved note and next update date.
“We’ve emailed an update on your case. Please check your inbox for the latest progress and next steps.”
Information requested
What is needed, why, the officer-set due date and secure submission route.
“We’ve emailed a request for information to help progress your case. Please check your inbox for what is needed and how to provide it.”
Promised update date reached
What is still pending, who is following up and a new update date.
“We’ve emailed the latest status of your case and when you can expect the next update. Please check your inbox.”
Proposed workflow rule: internal notes stay internal. Staff deliberately publish member-visible updates. Coalesce closely spaced edits to the same update; never suppress a distinct action request or urgent change.
06 · Case closure
Close the case with a human explanation.
EMAIL · PROPOSED COPY
Your case {{case_reference}}: outcome and next steps
Hello {{first_name}},
{{officer_name}} has completed the work on your case. Here is the summary:
Outcome: {{approved_outcome_summary}}
Work completed: {{approved_work_summary}}
Opened / closed: {{opened_date}} / {{closed_date}}
Time taken: {{calendar_days}} calendar days
Responsible officer: {{officer_name}}
Next steps: {{remaining_actions_or_none}}
Thank you for being a NAPTOSA member. If anything remains unresolved, please let us know.
Read your case summary
WHATSAPP COMPANION
We’ve emailed the outcome and summary of your case, including the work completed and any next steps. Please check your inbox. Thank you for being a NAPTOSA member.
Send after confirmed email dispatch. Keep sensitive case details out of the notification.
Example copy uses placeholders, not member data. Closure does not imply the member received a favourable outcome; use the actual officer-approved result.
07 · Aftercare
The last email should ask how they are doing.
EMAIL · PROPOSED COPY
How are you doing since your case closed?
Hello {{first_name}},
It has been a week since your case was closed. How are things going?
If something is still unresolved or you need more help, please reply and tell us. We’ll route your message to the team responsible for your case.
Thank you for trusting NAPTOSA to support you.
Reply with how you’re doing
WHATSAPP COMPANION
We’ve emailed a short check-in following your case closure. Please check your inbox and let us know how you are doing or whether you need more help.
Send after confirmed email dispatch. Keep sensitive case details out of the notification.
Proposed send: day 7 after closure. Cancel if reopened, disputed or further support is already underway. An unresolved reply creates a staff follow-up task; staff confirm reopening. No recruitment or review request in this email.
08 · Existing member education
Help members use the benefits they already have.
Enter once after membership verification and communication permission. The sequence supports use of membership; it does not ask members to join again.
When
Email theme
One main action
Day 0
Your NAPTOSA support guide Show how to ask a question, request case help and reach the provincial team.
Save your support contacts
Day 3
Make sense of your conditions of service Provide a reviewed guide matched to the topic asked in the chatbot.
Read your guide
Day 7
Make use of your member benefits Explain approved benefits and how to access them; identify eligibility conditions.
Explore your benefits
Day 14
What support would help you next? Ask them to choose pay, leave, professional development or another topic.
Choose your interests
Monthly thereafter
Your monthly educator update One useful reviewed topic, relevant provincial news and an appropriate support link.
Read this month’s update
Every row includes a WhatsApp companion; full paired copy is in the journey playbook. Pause optional education during an active sensitive case. Stop if opted out or membership status changes; recheck status before each send.
09 · Prospective-member education
Provide value, then make joining easy.
Enter when non-member status and marketing permission are recorded. Use the chatbot topic to make the first email immediately useful.
When
Email theme
One main action
Day 0
A useful next step after your question Deliver a relevant general guide; introduce the provincial team without a hard sell.
Read your guide
Day 3
Know where to turn for support Explain common support needs and how membership can help, with clear eligibility limits.
Explore how support works
Day 7
What NAPTOSA membership offers Use the same benefit theme as member emails, framed around deciding whether to join.
Explore membership benefits
Day 14
Your questions about joining, answered Explain the verified current fee, eligibility, application steps and where to ask questions.
Get help with joining
Day 21
Would you like to join NAPTOSA? Make a clear invitation with no invented deadline, guaranteed result or pressure.
Start your application
Every email has a WhatsApp companion. Exit on application submission, verified membership, opt-out or staff pause. After day 21, move only subscribed contacts to a monthly education update. No repeated sales loop.
10 · Same topic, different relationship
Benefits for members. Reasons to join for prospects.
EXISTING MEMBER · DAY 7
Make use of your NAPTOSA benefits
You’re already a member. Our guide explains the support available to you, the access steps and any eligibility conditions. Start with the benefit most relevant to you.
Explore your benefits
We’ve emailed a practical guide to your member benefits and how to access them. Please check your inbox.
NON-MEMBER · DAY 7
What NAPTOSA membership could offer you
Considering membership? Our guide explains the available support, the joining steps and the conditions that apply. Use it to decide whether membership meets your needs.
Explore membership benefits
We’ve emailed an introduction to NAPTOSA membership benefits. It will help you decide whether membership is right for you. Please check your inbox.
Benefit descriptions and fees require an approved current source before use. Do not promise cover for an existing dispute, guaranteed representation, or a successful case outcome.
11 · Joining & activation
An application is a new journey, not a confirmed membership.
Event / timing
Email + WhatsApp purpose
Owner / exit
Application submitted · immediately
Confirm receipt and reference; explain review and what happens next.
Membership team · stop recruitment sequence.
Missing details · on review
List outstanding items with one completion action; one reminder after 3 days if still incomplete.
Membership team · stop reminders once completed or withdrawn.
Status update · agreed review date
Explain progress or delay and the next contact date.
Membership team · use real status, never assume acceptance.
Membership confirmed · immediately
Welcome, verified member details, benefit access and support contacts.
Membership team · enter member onboarding once.
Welcome follow-through · days 3 and 10
Day 3: how to get support. Day 10: choose benefit topics / ask for help.
Member services · continue monthly education after onboarding.
Application unsuccessful / withdrawn
Clear status and appropriate next step; no member welcome.
Membership team · end application journey; honour preferences.
All messages have a WhatsApp companion. Joining while a case is open changes education eligibility, but must not interrupt case-service notifications. Reuse useful material without replaying recently delivered emails.
12 · Reliable communication
Pair the channels without doubling the burden.
01
One purpose per message
Email carries the detail and one clear action. WhatsApp gives a short summary and asks the person to check their inbox. Never expose sensitive case notes in a WhatsApp preview.
02
Send only what is true
Queue the WhatsApp after confirmed email dispatch. Track delivery separately. If email fails, ask for a corrected address rather than saying “we’ve emailed you”.
03
Service takes priority
Send case events promptly. Optional education: at most one email/WhatsApp pair in any 72 hours during onboarding, then monthly. Defer rather than stack competing journeys.
Proposed operating defaults: optional sends in weekday business hours, Africa/Johannesburg; urgent case messages exempt. Honour channel opt-outs. If one channel is unavailable, use the permitted channel and surface the gap to staff. On the official WhatsApp Business Platform, use approved templates outside the 24-hour service window; confirm the actual provider before build.
13 · CRM & workflow requirements
Record enough to route correctly and recover failures.
Requirement
What the plan needs
If missing
Identity & membership
Stable contact ID, name, validated email/phone, verified member status and verification date.
Service/education permissions, channel opt-outs, language, topic and originating page/chat.
Do not enrol in optional campaigns until preferences are recorded.
Case events & visibility
Case reference, owner, status timestamps, member-visible note flag, due/next-update date, approved closure summary.
Staff own manual updates until event coverage is proven.
Sequence & delivery state
Journey stage, send history, event/message ID, email/WhatsApp delivery state and retries.
Prevent duplicate sends; put permanent failures in a staff queue.
Replies & escalation
Route replies to the responsible case/membership team; show an unresolved-contact queue.
Never leave aftercare replies or delivery failures in an unmonitored inbox.
Logical requirements only, not asserted database column names. Verify actual schema, policies, sender integration and member-facing action destinations before implementation.
14 · Delivery plan
Launch service journeys first. Then grow the relationship.
Prove capture, classification and staff visibility with test contacts.
Weeks 3–4
Pilot request, creation, assignment, updates, closure and aftercare pairs.
Member can receive, read, act and reply; staff can recover delivery failure.
Weeks 5–6
Pilot member and non-member education plus application handoff.
No duplicate sequence, member recruitment, or messages after opt-out.
Weeks 7–13
Connect search pages to the chatbot; refine topic matching and monthly updates.
Measure verified memberships and service outcomes, alongside acquisition.
Proposed sequence, not an implementation estimate. Runs alongside the original website roadmap. Owners: member services—service copy; membership team—joining; provincial reviewer—benefit facts; LB Tec—automation and reporting.
15 · Measures that matter
Measure the experience, not just the clicks.
Measure
Definition
First checkpoint
Contact capture & routing
Complete contact records / identified chatbot contacts; sample-check membership classification.
Baseline in week 1; inspect all pilot exceptions.
Paired notification coverage
Eligible events with both messages successfully delivered / events eligible for both channels.
Pilot report shows email and WhatsApp outcomes separately.
Case communication timeliness
Median and 95th-percentile time from event to dispatch; update promises met.
Proposed target: dispatch within 5 minutes for automatic event messages.
Aftercare outcomes
Replies, unresolved replies, and time until a staff member accepts follow-up.
Proposed target: staff acknowledgement within 1 business day.
Membership progression
Applications / opted-in prospects; verified new memberships / applications.
Capture baseline before setting percentage growth targets.
Member value & fatigue
Helpful replies, benefit actions, opt-outs and duplicate-message incidents.
Review weekly in pilot; pause journeys with poor feedback.
Targets are proposed operating aims, not current performance or promises. Email opens are secondary. Keep service and recruitment reports separate so case volume does not look like marketing conversion.
16 · Search feeds the journeys
Turn each useful page into a relevant next step.
Website content
Existing member next step
Non-member next step
Pay / conditions of service
Ask the chatbot; get a topic-matched guide; request help if needed.
Get a useful general guide; enter education only with permission.
Benefits / membership
Learn how to use verified benefits; reach the relevant team.
Understand benefits and eligibility; start the joining journey.
Grievance / disciplinary information
Request assistance; start the case-notification journey.
Ask for general guidance and an eligibility conversation; avoid representation promises.
Professional development
Choose relevant updates and approved opportunities.
Learn what membership offers; receive relevant education.
The following search-visibility section retains the supplied deck’s 10 September 2026 audit figures. They have not been re-audited in this journey update; rankings, benefit facts and estimates require verification before external use.
The situation in one sentence
Teachers find us when they check their salary. They don't find us when they need a union.
The site already earns about 2,650 organic visits a month. Around 95% land on one page — the 2026 pay-scales table — from educators checking a notch, not choosing a union. For the searches that lead to a join, we are either invisible or outranked by NAPTOSA's own national website.
Source: DataForSEO Labs, Google South Africa, ranked keywords for naptosawc.co.za, 10 Sep 2026.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Where we stand · South Africa, Google
Four numbers the exec should know
129
Keywords the site ranks for (top 100)
~2 650
Estimated organic visits per month
95%
Of that traffic landing on a single salary page
38/100
Homepage AI-citability score (audit, 10 Sep)
Traffic by page (estimated monthly visits)
/resources/pay-scales-2026
~2,500
/ (homepage)
~145
/blog/sace-code-of-ethics
~4
/blog/maternity-leave-rights…
~9
/membership (join page)
not ranking
Concentrated discoverySalary content → guidance → support or joining
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Search visibility · competition
Who we are competing with, and for what
Each competitor beats us on different searches. NAPTOSA’s own national website (naptosa.org.za) wins almost all the searches for the NAPTOSA name. SAOU (saou.co.za) beats us on four salary searches. SADTU (sadtu.org.za) wins searches for its own name and for “south african teachers union”. The searches that send a teacher looking for a union (disciplinary hearings, grievances, dismissal, SACE, PERSAL) are answered by labour-law sites, law firms and official bodies. No union (not NAPTOSA, SADTU or SAOU) answers them with guidance written for educators.
The competitors, one by one
How to read the positions: “#1” is the top Google result. “We do not rank” means our site is not in Google’s top 100 results. Positions 11 to 20 are on Google’s second page.
Who
The searches they win from us
Searches a month · their Google position vs ours
Why they win
naptosa.org.za NAPTOSA National
Searches for the NAPTOSA name: people looking up NAPTOSA, its benefits or how to join. Also two of the three general union searches, and at least two salary searches through its salary PDFs.
“naptosa” 1,900 · #1 vs our #4 “naptosa western cape” 210 · #1 vs our #4 “what is naptosa / naptosa meaning” 210 · #1, we do not rank “naptosa benefits” 170 · #1, we do not rank “naptosa membership” 70 · #1, we do not rank “teachers union” 260 · #1, we do not rank “teacher unions in south africa” 210 · #1 is National’s homepage (the workbook also lists sadtu.org.za), we do not rank “salary notch” searches 430 to 580 · #2 to #3 vs our #4 “dpsa salary scales level 1-12” 480 · #8 vs our #13
114 other websites link to naptosa.org.za; our site is newer, and the number linking to ours has not been counted yet. Google treats links from other websites as votes of trust, so the older, more-linked site tends to win. Its province pages are titled with the exact words people type, and Google shows extra links to its main pages under its result.
naptosa.co.za The old NAPTOSA website
The contact-details search
“naptosa contact details” 70 · #1, we do not rank Also listed, with Turnberry, for “naptosa gap cover” (30), no position recorded
An older NAPTOSA website with a Western Cape contact page that Google still lists first. The data does not say why it still ranks; the plan asks its owner to redirect that page to our contact page.
saou.co.za SAOU
Four salary searches: teachers checking pay scales and salary levels
“education salary in south africa” 8,100 · #5 vs our #7 “educators salary” 2,400 · #1 vs our #13 “salary level in South Africa” 880 · #4 vs our #12 “government teachers salary per month” 480 · #1 vs our #8 Across the “teacher salary south africa” cluster (about 8,100 searches a month) our pay-scales page ranks #2 to #7; on “teacher salary south africa” itself we are #2, ahead of SAOU at #5. On the four searches above we are #7 to #13.
Its salary-scales page (saou.co.za/salary-scales) is fresher and covers public-service levels 1–12, not only educators.
sadtu.org.za SADTU
Its own name and the phrase “south african teachers union”
“sadtu” 2,900 · its own name, positions not recorded “south african teachers union” 1,300 · #1, we do not rank “sadtu membership form / online application” 530 · #1, we do not rank “sadtu membership fee” 70 · #2, we do not rank
Its name matches what people type, and the short description Google shows under its link says it has 250,000 members.
Labour-law sites, law firms and official bodies labourguide.co.za, law firms (not named in the data), the CCMA, SACE (sace.org.za), the ELRC (elrc.org.za) and government sites (gov.za, persal.gov.za)
The problem searches that send a teacher looking for a union
“SACE registration” 12,100 · sace.org.za #1 “disciplinary hearing” 1,900 · labourguide.co.za and law firms “PERSAL” 1,600 · a government site (gov.za / persal.gov.za) #1 “ELRC” 1,300 · elrc.org.za #1 “grievance procedure” 1,000 · labourguide.co.za and gov.za “unfair dismissal” 1,000 · law firms and the CCMA “CPTD points” 260 · sace.org.za #1 We do not rank for any of these.
Labour-law sites, law firms, gov.za and the CCMA win the disciplinary, grievance and dismissal searches with general employment-law content. The SACE, CPTD, PERSAL and ELRC searches go to the official body for each. None of it is written for educators by a union.
Where no union competes yet
No union (not NAPTOSA, SADTU or SAOU) offers guidance written for educators on the disciplinary, grievance, dismissal, SACE, CPTD, PERSAL and ELRC searches. They also have low difficulty scores: a keyword tool rates how hard it is to reach Google’s first page from 0 (easiest) to 100, and every one of these scores 14 or lower. We expect this is where new members will come from, although there is no join data yet to prove it.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Competitor analysis · who beats us, and on what
Four groups of competitors, four different fixes
naptosa.org.za (NAPTOSA National) beats us on almost every search for the NAPTOSA name
NAPTOSA National is #1 for “naptosa” (1,900 searches a month; we are #4), “naptosa western cape” (210; we are #4) and “naptosa benefits” (170; we do not rank). 114 other websites link to naptosa.org.za; our site is newer, and the number linking to ours has not been counted yet. Google treats links from other websites as votes of trust, so the older, more-linked site tends to win. Its province pages are titled with the exact words people type, and Google shows extra links to its main pages under its result. The old NAPTOSA site, naptosa.co.za, is counted with this group: it is #1 for “naptosa contact details” (70).
What it means
This is mainly a trust and links problem, not a content-volume problem. One link and a “Western Cape site” pointer from National is worth more than any page we write. Until our site agrees with itself and with National (our site shows the 2026 fee of R132.50 while National still shows R125.50 from 2025, and our homepage gives two founding dates: 1991 at the top and 2006 in the footer), Google’s AI answers are likely to keep quoting National’s site instead of ours.
National visibilityProvince referral → provincial support and joining journey
saou.co.za (SAOU) beats us on four salary searches
SAOU is #5 for “education salary in south africa” (8,100 searches a month; we are #7), #1 for “educators salary” (2,400; we are #13), #1 for “government teachers salary per month” (480; we are #8) and #4 for “salary level in South Africa” (880; we are #12). Its salary-scales page (saou.co.za/salary-scales) is fresher and covers public-service levels 1–12, not only educators. Across the “teacher salary south africa” cluster (about 8,100 searches a month) our pay-scales page ranks #2 to #7; on “teacher salary south africa” itself we are #2, ahead of SAOU at #5.
What it means
Refresh our pay-scales page with the final April 2026 scales within 48 hours of them being gazetted, and add a DPSA levels page. Low effort; covers roughly 13,000 to 14,000 salary searches a month, most of them in a salary group where we already rank.
Competitor lessonUseful specialist content can introduce support services
sadtu.org.za (SADTU) owns searches for its own name and the phrase “South African teachers union”
“sadtu” gets 2,900 searches a month and “south african teachers union” 1,300; SADTU is #1 for the phrase and we do not rank. SADTU is also #1 for “sadtu membership form / online application” (530). The short description Google shows under its link says it has 250,000 members. It ranks for none of the teacher-problem searches (disciplinary hearing, grievance procedure, unfair dismissal, SACE registration, CPTD points, PERSAL, ELRC).
What it means
We cannot beat SADTU on its own name. We can win the comparison with a factual “teacher unions in South Africa compared” page. Today the #1 results for these searches are plain homepages, not comparison pages: naptosa.org.za’s homepage for “teacher unions in south africa” (210) and sadtu.org.za’s homepage for “south african teachers union” (1,300).
Competitor lessonSeparate brand demand from educator problem searches
Labour-law sites, law firms and official bodies own the questions teachers ask when they may need a union
Who answers each question today: “disciplinary hearing” (1,900 a month): labourguide.co.za and law firms · “grievance procedure” (1,000): labourguide.co.za and gov.za · “unfair dismissal” (1,000): law firms and the CCMA · “SACE registration” (12,100) and “CPTD points” (260): sace.org.za · “PERSAL” (1,600): a government site (gov.za / persal.gov.za) · “ELRC” (1,300): elrc.org.za. The law firms are not named in the data. No union (not NAPTOSA, SADTU or SAOU) answers any of them with guidance written for educators.
What it means
These searches have low difficulty scores: a keyword tool rates how hard it is to reach Google’s first page from 0 (easiest) to 100, and every one of these scores 14 or lower. In the data, no union offers guidance written for educators on any of them. The fix: educator guides on these questions, one a week: disciplinary hearings, grievances, unfair dismissal, SACE registration and CPTD points, and PERSAL payslips. We expect this is where new members will come from; join tracking starts in week 1 to prove it.
Educator questionsUseful guidance → confidence → appropriate support
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
The opportunity map · hover or tap a circle
High demand, near-zero difficulty, nobody home
KD 3020100
100 searches/mo1,00010,000
Circle size = monthly searches (log scale on x). Gold = we already rank. Blue = we don't. Height = keyword difficulty (lower is easier). DataForSEO, Google SA.
Tap a circle
Details of each keyword, our position and the competitor holding #1 appear here.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Keyword
Searches / month
Difficulty
Our position
sace registration
12100
14
Not ranking
labour relations act
9900
7
Not ranking
teacher salary south africa
8100
0
2
parental leave south africa
4400
0
29
disciplinary hearing
1900
0
Not ranking
naptosa
1900
0
4
persal
1600
0
Not ranking
south african teachers union
1300
13
Not ranking
elrc
1300
2
Not ranking
grievance procedure
1000
0
Not ranking
unfair dismissal
1000
2
Not ranking
sadtu
2900
25
Not ranking
cptd points
260
0
Not ranking
teacher unions in south africa
210
11
Not ranking
naptosa western cape
210
0
4
naptosa benefits
170
0
Not ranking
Search visibility · strategy
The plan: fix, build, amplify
Three moves in the order the data demands. Nothing in it needs paid media. Everything in it is measurable from week one.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Strategy
Three pillars, in order
1
Fix the entity
Make the site agree with itself and with National: one founding statement, one fee, working counters, no internal copy. Add dated, author-signed answer-first content and schema.
Weeks 1–3 · website work; estimate to confirm.
2
Build member-intent content
Eight pages answering what a teacher asks in the week before they join: unions compared, disciplinary hearings, grievances, dismissal, SACE/CPTD, PERSAL, pay, cover. Every page ends in a call or a join.
Weeks 3–10 · one page a week.
3
Amplify
One link from National, a correct Google Business Profile, links from Western Cape schools and education press, original provincial data, and a dated monthly “what changed” note.
8Visible “Last reviewed” date and a named reviewer
9One name, one founding date, one fee — everywhere
10Plain South African English; no slogans as headings
Answer-first pageDirect answer → key takeaways → evidence → FAQ → named reviewer → next step
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Measurement
What success looks like on day 45 and day 90
Indicator
Baseline (10 Sep 2026)
Day 45
Day 90
Position: “naptosa western cape”
4
2
1
Position: “naptosa benefits”
—
top 10
top 3
Position: “naptosa”
4
3
2
Problem-intent keywords in top 10 (of 7)
0
2
4
Cited in AI Overview: “teacher unions in south africa”
no
—
yes
Organic visits / month (est.)
~2,650
3,200
4,500
Pages with >50 visits / month
1
4
8
Join-form submits from search
baseline needed
+50%
+150%
Referring domains
pulled week 1
+5
+15 incl. naptosa.org.za
Reviewed fortnightly by LB Tec, monthly with the Provincial Executive. Tools: Search Console, GA4 conversion events, DataForSEO monthly pull, manual checks in Google AI Mode, ChatGPT and Perplexity.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Risks and what we need from NAPTOSA
Two risks, four asks
National may not link or redirect
Brand terms stay at #4 and the national domain keeps the AI citation. Mitigation: entity fixes, content and school links still lift us; escalate through the Provincial CEO; propose province-site policy for all nine provinces.
No join baseline yet
Without it we can't prove return. Mitigation: conversion tracking goes live in week 1, before any content ships.
Ask 1 · A link from naptosa.org.za
“Western Cape” in the national navigation pointing to naptosawc.co.za, and ideally a redirect of their province page.
Ask 2 · A named reviewer
Riedwaan Ahmed or a senior labour relations officer to sign each page, with a short bio.
Ask 3 · Provincial data
Member count, cases handled per year, average time-to-officer — figures no other site has.
Ask 4 · Google Business Profile ownership
Someone at NAPTOSA verifies the listing so we can fix “Lodging in Cape Town”.
Source deck · 10 Sep 2026 findings and estimates retained; not reverified.
Decision · agree the journey priorities
Make service visible. Build trust. Earn the next step.
Start with the Existing Member Benefit Plan and case notifications. Add member education, then prospective-member nurturing and joining.
Agree the service standard Which updates members receive, who approves them, and who handles replies.
Confirm the operational foundations Membership verification, communication preferences, event coverage and delivery recovery.
Approve a small pilot Prove every email/WhatsApp pair and member action before wider rollout.
This deck proposes journeys. It does not activate automations or send messages.
Appendix · sources & design basis
What informed this update.
Journey design
Customer Journey Map and Emails skills from Claude’s global skills folder. User brief supplies the chatbot’s current role. Personas, timing, operating targets and automation requirements are proposals.
Source-deck material
Search figures and audit findings remain attributed to the supplied September 2026 deck. No new claim of a live site audit is made here. Fees, benefit eligibility and rankings must be reconfirmed before publication.
NAPTOSA membership overview — general support and communication themes; province to approve final benefit wording.
Imagery
Built-in Imagegen; fictional educators and advisers. No invented search-result screenshots or real-person endorsements.
Full trigger rules, email/WhatsApp copy, image prompts and validation status are in the companion journey-playbook.md. Reference checks: 11 September 2026.