Add product marketing context (week 1 enabler)

Hypothesis: every later copy decision (title/meta rewrites, hosting hub,
CTA blocks) will be written against a single grounded source of truth —
real ICP from GSC query data, verified host prices, and an explicit
never-use list for the site's fabricated proof — instead of being
improvised per page. Metric: none (enabler); success is that week 2's
proof-removal and week 3's CTR rewrites stop inventing claims.

Also stop serving internal strategy publicly: .agents/ and growth/ are
added to .vercelignore (.md was listed but growth/PLAN.md still returns
200 live).

.agents/product-marketing.md

@@ -0,0 +1,263 @@
+# Product Marketing Context
+
+**Document version:** v1
+**Last updated:** 2026-10-24
+**Owner:** site operator (odoo-expertos.com)
+
+> This file is the single source of truth for positioning and copy on odoo-expertos.com.
+> Every later content decision reads from it. Anything not backed by a source named here
+> does not go on a page.
+
+## Product Overview
+
+**One-liner:** A multilingual guide to Odoo for small and mid-sized businesses, which ends
+in a recommendation of managed Odoo Community hosting.
+
+**What it does:** Publishes ~1,200 static pages in six languages (es, en, de, fr, pt, ar)
+that answer the questions people ask while evaluating Odoo — what it is, where it comes
+from, how AI fits in, how to install it, what hosting costs. When a reader reaches the
+point of "where do I actually run this", the page recommends one managed host.
+
+**Product category:** Independent software-advice content site (Odoo ERP). On the shelf
+next to Odoo documentation, agency blogs, and hosting comparison listicles.
+
+**Product type:** Static content site, no accounts, no cart. The commercial step happens
+on the partner's site.
+
+**Business model:** Affiliate/referral commission on managed hosting sold at
+odoo4projects.com. Every outbound link to the host carries
+`utm_source=odoo-expertos.com` plus a `utm_medium` placement marker. There is no other
+revenue: no ads, no sponsorships, no paid consulting, no products.
+
+**Implication for all copy:** the site is not a consultancy and does not deliver
+implementations. It gives advice and points to a host. Copy that implies we employ
+consultants, deliver projects, or sell packages is false and must be removed.
+
+## Target Audience
+
+**Target companies:** 1–200 employees, owner-led or single ops/finance lead, already using
+spreadsheets or a legacy system, evaluating Odoo. Mostly Spanish-speaking Latin America
+(Mexico, Colombia, Chile, Peru, Argentina, Honduras, Paraguay) plus Germany, and smaller
+English/French/Portuguese/Arabic segments.
+
+**Decision-makers:** owner/GM; the operations or finance manager who will actually run the
+system; sometimes an external IT freelancer hired for the project. Rarely a CIO.
+
+**Primary use case:** "I have heard Odoo can run my whole business for free — can it, what
+does it really cost, and who sets it up for me?"
+
+**Jobs to be done:**
+1. Decide whether Odoo Community is enough or Enterprise is required.
+2. Understand the real annual cost, hosting included.
+3. Find someone to run it without hiring a DevOps person.
+
+**Use cases that show up in real search demand (from GSC, 2026-01-01 → 2026-10-24):**
+- `odo ia` (279 impressions, position 6.8) — Odoo + AI curiosity, mostly Spanish.
+- `odoo de donde es` / `de donde es odoo` / `odoo origen` (~330 combined) — origin/
+  country questions; informational, early stage.
+- `odoo honduras` (81) — country-specific implementation question.
+- `docker odoo 20`, `odoo 20 docker` (~64) — self-hosting, technical.
+- `hosting economicos` (30), `odoo hosting` (298 at pos 31.5), `hosting odoo` (85 at 28.5)
+  — the money cluster, and where we rank worst.
+- `odoo beratung` (155 at pos 51.5) — German consulting intent; the DE section is
+  underperforming relative to its size.
+
+## Personas
+
+| Persona | Cares about | Challenge | Value we promise |
+|---|---|---|---|
+| Owner / GM (SMB) | Total annual cost, "will it work for my business", risk of a failed project | Cannot tell a $214/yr plan from a $20k implementation quote | A clear cost picture and an honest "you need / you don't need" |
+| Ops or finance manager | Day-to-day usability, migration of existing data, backups | Fears losing data and being locked in | Straight answers on backups, export, and what happens if they leave |
+| Technical freelancer / one-person IT | Deployment mechanics, modules, Docker, versions | Needs specifics, not marketing | Version-specific detail (19 vs 20), OCA module reality, Git-based deployment |
+
+Not in the audience: enterprise procurement teams looking for a certified Odoo partner with
+an SLA. We cannot serve them and should not pretend to.
+
+## Problems & Pain Points
+
+**Core problem:** Odoo is free to download and expensive to run badly. The reader cannot
+tell which costs are real (licence, hosting, implementation, modules) and which are
+padding from an agency quote.
+
+**Why alternatives fall short:**
+- Odoo's own site sells the product, not the decision.
+- Agency blogs sell implementation hours.
+- Hosting listicles are unmaintained, quote dead prices, and recommend hosts nobody can
+  verify.
+- Forums give version-specific answers that are wrong two releases later.
+
+**What it costs them:** an annual hosting bill they did not expect; a stalled
+implementation; months of a half-migrated inventory.
+
+**Emotional tension:** fear of being sold a project they do not need, and of choosing a host
+that holds their data hostage.
+
+## Competitive Landscape
+
+**Direct:** Odoo's official documentation and odoo.com pricing pages — authoritative but
+product-led, silent on third-party hosting. Agency blogs (Spanish and German) — deep but
+gated behind a "book a call" funnel.
+
+**Secondary:** Generic hosting comparison sites (Shared/VPS/cloud listicles) — cheap
+keywords, no Odoo specificity, often out of date.
+
+**Indirect:** YouTube tutorials and Reddit/foro threads — trusted, current, but not
+structured and not maintained as a reference.
+
+**Where we can win:** being the page that states real prices with a date, names the actual
+trade-offs, and says plainly when the cheap plan is enough.
+
+## Differentiation
+
+**Key differentiators:**
+- Real prices, quoted with a date and a link to the source (currently Side Hustle USD 214/yr,
+  On the Rise 395, Powerhouse 595, Empire >950, no setup fee, 30-day trial without card).
+- Six languages, written for the local reader rather than machine-translated boilerplate.
+- Version-specific detail: Odoo 19 and 20 both available on the recommended host.
+- One recommendation instead of a list of twenty — and a stated reason.
+
+**How we do it differently:** we say who the recommendation is wrong for. A comparison that
+never disqualifies anything is an ad.
+
+**Why that's better:** the reader is trying to decide, not to browse.
+
+**Why readers act on it:** the recommendation is concrete (a plan name, a price, a region, a
+trial with no card), so the next step costs nothing to try.
+
+## Objections
+
+| Objection | Response |
+|---|---|
+| "This is just an affiliate site." | Say so, plainly, near the CTA. Then earn it: real prices, dated, verifiable on the host's site, and an honest "don't buy this if…" |
+| "Odoo Community is free — why pay for hosting?" | Free software still needs a server, backups, SSL and updates. Compare the real cost of a VPS plus your own time against a managed plan. |
+| "Will I be locked in?" | State what the host actually offers (rotating backups, Git-based module deployment, cancel anytime, Stripe, no setup fee) and what it does not. |
+| "Is the cheap plan enough?" | Answer by domain count and module needs: 1 domain vs 3, Git modules from On the Rise up, 2 workers from Powerhouse. |
+| "Can you implement it for me?" | No. We are not a consultancy. Point to the host's support and to Odoo's partner directory. |
+
+**Anti-persona:** companies that need a signed implementation contract, on-premise
+requirements, custom SLAs, or multi-company Enterprise rollouts with a project manager. We
+have nothing for them and should say so rather than capture the lead.
+
+## Switching Dynamics
+
+**Push:** spreadsheet chaos, an ERP quote that felt like a shakedown, a host that went down
+and took the invoice history with it.
+
+**Pull:** a concrete annual number, a five-minute deploy, a trial with no card.
+
+**Habit:** "we've always used Excel and it works"; a prior failed ERP project.
+
+**Anxiety:** losing data, being locked into a host, picking the wrong version, paying for
+capacity they do not use.
+
+## Customer Language
+
+Real query phrasing, taken from Search Console (verbatim, not invented):
+- "odoo de donde es", "de donde es odoo", "odoo de que pais es", "odoo origen"
+- "odo ia", ".odo ia", "odoobot que es", "odoo bot"
+- "docker odoo 20", "odoo 20 docker"
+- "hosting economicos", "odoo hosting", "hosting odoo"
+- "odoo inmobiliaria", "odoo beratung", "odoo honduras"
+
+**Words to use:** Odoo Community, Odoo Enterprise, versión 19 / 20, autohospedaje
+(self-hosting), servidor, copias de seguridad, dominio, región, prueba gratis, sin tarjeta,
+coste anual real, "a partir de".
+
+**Words to avoid:** "revolucionario", "potencia tu negocio", "sinergia", "solución 360",
+"líder del mercado", "garantizado" (nothing is), "ROI de X%" without a stated calculation,
+and any war or domination metaphor.
+
+**Glossary:**
+
+| Term | Meaning on this site |
+|---|---|
+| Odoo Community | Free, open-source edition. What the recommended host runs. |
+| Odoo Enterprise | Paid edition with extra apps and support. Needs a licence. |
+| OCA | Odoo Community Association — the community module repos. |
+| self-hosting | Running Odoo on your own VPS/cloud. Cheaper on paper, needs an admin. |
+| managed hosting | Someone else runs the server, backups and updates. What we recommend. |
+
+## Brand Voice
+
+| Attribute | Means | Doesn't mean | Example line |
+|---|---|---|---|
+| Specific | Numbers, versions, dates, plan names | Padding with statistics we cannot source | "Desde USD 214/año, con 30 días de prueba y sin tarjeta." |
+| Plain | Short sentences, everyday words, reader's language | Dumbed down or vague | "Odoo es gratis. El servidor no." |
+| Honest about the trade-off | Names who should not buy | Hedging every claim into uselessness | "Si solo necesitas un dominio y ningún módulo propio, el plan de USD 214 es suficiente." |
+| Calm | Confident, no urgency theatre | Passive or dull | "Puedes probarlo 30 días sin tarjeta antes de decidir." |
+
+**Tone by context:**
+- Explainers: patient, example-led.
+- Hosting/comparison pages: dry, tabular, price-forward.
+- CTA blocks: one benefit, one price anchor, one risk-remover (trial, no card).
+- Errors / corrections: say what was wrong and the date it changed.
+
+**Terms we own:** "el coste real de Odoo", "sin DevOps", "instancia en 5 minutos".
+
+**Never use (and why):** ISO 27001 / SOC 2 badges (the host does not claim them and neither
+can we), "200+ proyectos", invented client names, invented ROI percentages, fake urgency
+countdowns. These were on the site before and are being removed — they are the single
+biggest E-E-A-T and legal liability here.
+
+## Proof Points
+
+**What is verifiable (checked against the live host site on 2026-10-24):**
+- Plans: Side Hustle USD 214/yr (1 domain), On the Rise 395/yr (3 domains + Git/QuickGIT),
+  Powerhouse 595/yr (2 workers, Enterprise-ready), Empire >950/yr (own server, custom).
+  No setup fee, Stripe, cancel anytime.
+- 30-day free trial, no credit card. Deploy in ~5 minutes.
+- Odoo 19 and 20 available.
+- Six regions: Amsterdam, Boston, Manchester, Mumbai, São Paulo, Sydney.
+- Automatic rotating backups, free SSL, Git-based module deployment, AI support bot plus
+  human support.
+
+**Customers we may name (the host's real portfolio — verify the site still loads before
+using):** paraguayservice.com and startparaguay.net (Paraguay relocation services),
+estancia-agape.com (cattle genetics), kate-group.de (SAP CPI adapters), agilnova.de (M&A
+advisory). Mostly German-speaking SMBs plus Paraguay services. Note: accelersales.com has
+failing TLS — do not feature it until it loads over HTTPS.
+
+**Testimonials:** none that we can attribute. We have no interviews, no quotes, no names.
+Until we do, the site has no testimonial section — the real customer list is the proof.
+
+**Value themes:**
+
+| Theme | Proof |
+|---|---|
+| Cheaper than it looks | USD 214/yr entry plan, no setup fee, 30-day trial without card |
+| No DevOps required | 5-minute deploy, managed updates, backups, SSL included |
+| Not a black box | Git-based module deployment, standard Odoo CE, cancel anytime |
+| Runs where you are | Six regions incl. São Paulo, Mumbai, Sydney |
+
+## Goals
+
+**Business goal:** commission from hosting referred to odoo4projects.com.
+
+**Conversion action:** outbound click to the host (Plausible event `Affiliate Click`),
+then purchase on the host's site.
+
+**Current metrics (2026-10-24, from the n8n stats webhook):**
+- GSC: 4,745 impressions, 9 clicks, CTR 0.19%, avg position 24.7 over 447 queries.
+- Money cluster (33 hosting queries): 538 impressions, 1 click, position 27.5.
+- 17 page-1 queries with zero clicks, holding 1,090 impressions.
+- Plausible: 2 visitors, 3 pageviews (owner/test traffic only).
+- Affiliate clicks to date: 0. Custom-event goals (`Affiliate Click`, `Outbound Click`) are
+  not yet configured in Plausible settings, so absence of a count is not evidence the
+  tracker is broken.
+
+**Disclosure requirement:** every page with an affiliate CTA states the relationship in the
+page's own language, near the CTA. Never hide it.
+
+## Learnings
+
+| Date | Learning | Evidence | Applies to | Status |
+|---|---|---|---|---|
+| 2026-10-24 | Search demand is informational first (`odo ia`, `odoo de donde es`) and commercial second (`odoo hosting`, position 31.5) — the hosting pages are where the money is and where we rank worst | GSC 447 queries, 4,745 impressions | content-strategy, seo-audit, cro | active |
+| 2026-10-24 | The homepage's fabricated proof (invented testimonials, 280% ROI, "$0 desde" plan tiers, 100+ companies) undermines the affiliate pitch and is being removed | Site audit; plan week 2 | copywriting, cro, seo-audit | active |
+| 2026-10-24 | Custom-event goals are not configured, so affiliate clicks cannot be read from the stats payload yet; 0 is not yet a measured zero | Plausible goals block lists only the page goal `Visit /` | analytics, conversion-tracking | watch |
+
+## Changelog
+
+- v1 (2026-10-24) — Initial context: positioning as an independent guide whose only revenue
+  is hosting referral; ICP from real GSC query data; verified host facts; explicit
+  "never use" list for the site's fabricated proof.

.vercelignore

@@ -31,6 +31,12 @@ pages-status.json
 validation-report.md
 missing-keywords*.md
 
+# Exclude internal strategy (must never be publicly served)
+.agents/
+.agents/**
+growth/
+growth/**
+
 # Exclude OS files
 .DS_Store
 Thumbs.db

growth/metrics.jsonl

@@ -1 +1,2 @@
 {"ts": "2026-10-24T19:00:18+00:00", "clicks": 9, "impressions": 4745, "ctr": 0.18967334035827188, "position": 24.75, "queries": 447, "page1_zero_queries": 17, "page1_zero_impressions": 1090, "money_impressions": 538, "money_position": 27.5, "visitors": 2, "pageviews": 3, "goals": {"Visit /": 1}}
+{"ts": "2026-10-24T19:00:56+00:00", "clicks": 9, "impressions": 4745, "ctr": 0.18967334035827188, "position": 24.75, "queries": 447, "page1_zero_queries": 17, "page1_zero_impressions": 1090, "money_impressions": 538, "money_position": 27.5, "visitors": 2, "pageviews": 3, "goals": {"Visit /": 1}}