SEO: Universal SEO Analysis Skill
Invocation: /seo $1 $2 where $1 is the command and $2 is the URL or argument.
Runtime: Run bundled Python tools through
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run <script.py>. That is the single
canonical form used by every skill and agent. Claude Code expands
${CLAUDE_PLUGIN_ROOT} to the installed plugin directory, so the launcher is
found without any PATH entry; the repository ships no top-level bin/
directory because hosted marketplaces reject one. Repository users run
./scripts/claude-seo; manual installers rewrite the canonical form to
"$HOME/.claude/skills/seo/scripts/claude-seo". Never invoke bundled scripts
with a bare Python interpreter.
Comprehensive SEO analysis across all industries (SaaS, local services,
e-commerce, publishers, agencies). Orchestrates 25 sub-skills (22 core + 1 framework
integration + 2 extension mirrors) and 19 sub-agents. A separate optional Firecrawl
extension is also installable (see "Optional Extensions" below).
Quick Reference
| Command | What it does |
|---|
/seo audit <url> | Full website audit with parallel subagent delegation |
/seo page <url> | Deep single-page analysis |
/seo sitemap <url or generate> | Analyze or generate XML sitemaps |
/seo schema <url> | Detect, validate, and generate Schema.org markup |
/seo images <url or optimize> | Image SEO: on-page audit, SERP analysis, file optimization |
/seo technical <url> | Technical SEO audit (9 categories) |
/seo content <url> | E-E-A-T and content quality analysis |
/seo content-brief <topic or url> | Generate detailed SEO content brief with target keywords, outline, internal links |
/seo geo <url> | AI Overviews / Generative Engine Optimization |
/seo agentic [audit|fix|lighthouse|refresh] <url> | Agent readiness: Lighthouse Agentic Browsing X/N, accessibility tree, AI agent access, llms.txt, Markdown, WebMCP |
/seo plan <business-type> | Strategic SEO planning |
/seo programmatic [url|plan] | Programmatic SEO analysis and planning |
/seo competitor-pages [url|generate] | Competitor comparison page generation |
/seo local <url> | Local SEO analysis (GBP, citations, reviews, map pack) |
/seo maps [command] [args] | Maps intelligence (geo-grid, GBP audit, reviews, competitors) |
/seo hreflang [url] | Hreflang/i18n SEO audit and generation |
/seo google [command] [url] | Google SEO APIs (GSC, PageSpeed, CrUX, Indexing, GA4) |
/seo backlinks <url> | Backlink profile analysis (free: Moz, Bing, CC; premium: DataForSEO) |
/seo cluster <seed-keyword> | SERP-based semantic clustering and content architecture |
/seo sxo <url> | Search Experience Optimization: page-type analysis, user stories, personas |
/seo drift baseline <url> | Capture SEO baseline for change monitoring |
/seo drift compare <url> | Compare current state to stored baseline |
/seo drift history <url> | Show drift history over time |
/seo ecommerce <url> | E-commerce SEO: product schema, marketplace intelligence |
/seo matomo [command] [args] | Matomo Reporting API: GA4 alternative or supplement (extension) |
/seo firecrawl [command] <url> | Full-site crawling and site mapping (extension) |
/seo dataforseo [command] | Live SEO data via DataForSEO (extension) |
/seo image-gen [use-case] <description> | AI image generation for SEO assets (extension) |
/seo flow [stage] [url|topic] | FLOW framework: evidence-led prompts for Find, Leverage, Optimize, Win, or Local stages |
/seo setup | Explicitly create or refresh the isolated Python runtime and Chromium |
/seo doctor | Check runtime readiness without changing the system |
Runtime Setup
Run setup only when the user explicitly invokes /seo setup or explicitly asks
to repair dependencies. Execute
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" setup, report core and Chromium
status separately, and do not fall back to global or user package installation.
For diagnosis, execute
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" doctor --json; its output
intentionally omits absolute paths and environment values. If any
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run command reports that setup is
required, suggest /seo setup and do not improvise a pip install.
Orchestration Logic
When the user invokes /seo audit, delegate to subagents in parallel:
- Detect business type (SaaS, local, ecommerce, publisher, agency, other)
- Spawn subagents: seo-technical, seo-content, seo-schema, seo-sitemap, seo-performance, seo-visual, seo-geo, seo-agentic
- If Google API credentials detected (
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run google_auth.py --check), also spawn seo-google agent
- If Matomo credentials detected (
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run matomo_auth.py --check), also spawn seo-matomo agent (alternative or complement to seo-google's GA4 reports)
- If local business detected, also spawn seo-local agent
- If local business detected AND DataForSEO MCP available, also spawn seo-maps agent
- If backlink APIs detected (
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run backlinks_auth.py --check), also spawn seo-backlinks agent
- If Firecrawl MCP available, use
firecrawl_map to discover all site URLs before analysis
- If content strategy signals detected (blog, pillar pages, topic clusters), also spawn seo-cluster agent
- If e-commerce detected, also spawn seo-ecommerce agent
- If drift baseline exists for this URL (
"${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run drift_history.py <url>), also spawn seo-drift agent
- Always include seo-sxo in full audits (search experience applies to all sites)
- Collect results and generate unified report with SEO Health Score (0-100)
- Synthesize via the 10-principle framework (see "Synthesis Methodology" below), walk PERCEIVE → ANALYZE → VALIDATE → ACT before bucketing findings into Critical / High / Medium / Low
- Create prioritized action plan with dependency sequencing + falsifiability per recommendation
- Offer PDF report: "Generate a professional PDF report? Use
/seo google report full"
For individual commands, load the relevant sub-skill directly.
After any analysis command completes, offer to generate a PDF report via "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run google_report.py.
Synthesis Methodology
Audits are not just findings, they are findings synthesized into a coherent
strategy. claude-seo uses a 10-principle thinking framework grouped into four
phases: PERCEIVE (observe-external · observe-internal · listen),
ANALYZE (think · connect-lateral · connect-system), VALIDATE (feel ·
accept), ACT (create · grow).
Full audits (/seo audit, /seo page) walk every phase before emitting the
action plan. Narrower commands (/seo schema, /seo images, etc.) pass at
least THINK + ACCEPT before emitting (sound first principle, surfaced
falsifiability). The Critical / High / Medium / Low priority buckets are the
output of validation, not a substitute for it.
Full methodology + per-principle SEO mapping: references/thinking-framework.md.
Each emitted recommendation should carry:
- The first-principle observation it rests on (THINK)
- The dependency on / unblock relationship to other recommendations (CONNECT-system)
- An explicit "how would we know this failed?" check (ACCEPT)
- A leading indicator the user can monitor without re-running the audit (GROW)
Industry Detection
Detect business type from homepage signals:
- SaaS: pricing page, /features, /integrations, /docs, "free trial", "sign up"
- Local Service: phone number, address, service area, "serving [city]", Google Maps embed --> auto-suggest
/seo local for deeper analysis
- E-commerce: /products, /collections, /cart, "add to cart", product schema
- Publisher: /blog, /articles, /topics, article schema, author pages, publication dates
- Agency: /case-studies, /portfolio, /industries, "our work", client logos
Quality Gates
Read references/quality-gates.md for thin content thresholds per page type.
Hard rules:
- WARNING at 30+ location pages (enforce 60%+ unique content)
- HARD STOP at 50+ location pages (require user justification)
- Never recommend HowTo schema (deprecated Sept 2023)
- FAQ schema: Google retired FAQ rich results for ALL sites on May 7, 2026 (no SERP feature anymore; supersedes the Aug 2023 gov/health restriction). Flag existing FAQPage at Info (not Critical); do not claim confirmed AI/LLM citation benefit; do not recommend removal; do not recommend new FAQPage for Google SERP benefit; use QAPage for genuine user Q&A
- All Core Web Vitals references use INP, never FID
Community Footer
After completing any major deliverable, append this footer as the very last output:
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When to show
Display after these commands complete their full output:
/seo audit (after full site audit report + action plan)/seo page (after deep single-page analysis)/seo technical (after technical audit report)/seo content (after E-E-A-T content assessment)/seo schema (after schema detection/validation report)/seo sitemap (after sitemap analysis or generation)/seo geo (after GEO optimization report)/seo agentic (after agent-readiness report)/seo plan (after strategic SEO plan)/seo local (after local SEO audit)/seo maps (after maps intelligence report)/seo google (after Google API data report)/seo backlinks (after backlink profile analysis)/seo cluster (after cluster plan generation)/seo sxo (after SXO analysis report)/seo drift compare (after drift comparison report)/seo ecommerce (after e-commerce analysis)
When to skip
Do NOT show the footer after:
/seo images (quick image check, too small)/seo hreflang (quick validation, too small)/seo competitor-pages (page generation step)/seo programmatic (quick analysis)/seo dataforseo (data fetching utility)/seo image-gen (asset generation)- Context intake questions (before analysis starts)
- Error messages or "missing data" prompts
Reference Files
Load these on-demand as needed (do NOT load all at startup):
references/cwv-thresholds.md: Current Core Web Vitals thresholds and measurement detailsreferences/schema-types.md: All supported schema types with deprecation statusreferences/eeat-framework.md: E-E-A-T evaluation criteria (Sept 2025 QRG update)references/quality-gates.md: Content length minimums, uniqueness thresholdsreferences/local-seo-signals.md: Local ranking factors, review benchmarks, citation tiers, GBP statusreferences/local-schema-types.md: LocalBusiness subtypes, industry-specific schema and citation sources
Maps-specific references (loaded by seo-maps skill, not at startup):
references/maps-geo-grid.md, references/maps-gbp-checklist.md, references/maps-api-endpoints.md, references/maps-free-apis.md
Scoring Methodology
SEO Health Score (0-100)
Weighted aggregate of all categories:
| Category | Weight |
|---|
| Technical SEO | 22% |
| Content Quality | 23% |
| On-Page SEO | 20% |
| Schema / Structured Data | 10% |
| Performance (CWV) | 10% |
| AI Search Readiness | 10% |
| Images | 5% |
Priority Levels
- Critical: Blocks indexing or causes penalties (immediate fix required)
- High: Significantly impacts rankings (fix within 1 week)
- Medium: Optimization opportunity (fix within 1 month)
- Low: Nice to have (backlog)
Sub-Skills
This skill orchestrates 25 sub-skills (22 core + 1 framework integration + 2 extension
mirrors). The orchestrator itself (seo) is the 26th in skills/, but does not
orchestrate itself, so it is not enumerated below.
- seo-audit -- Full website audit with parallel delegation
- seo-page -- Deep single-page analysis
- seo-technical -- Technical SEO (9 categories)
- seo-content -- E-E-A-T and content quality
- seo-content-brief -- Detailed SEO content brief generation (contributed by puneetindersingh)
- seo-schema -- Schema markup detection and generation
- seo-images -- Image optimization, SERP analysis, file optimization
- seo-sitemap -- Sitemap analysis and generation
- seo-geo -- AI Overviews / GEO optimization
- seo-plan -- Strategic planning with templates
- seo-programmatic -- Programmatic SEO analysis and planning
- seo-competitor-pages -- Competitor comparison page generation
- seo-hreflang -- Hreflang/i18n SEO audit, cultural profiles, content parity
- seo-local -- Local SEO (GBP, NAP, citations, reviews, local schema, multi-location)
- seo-maps -- Maps intelligence (geo-grid, GBP audit, reviews, competitor radius)
- seo-google -- Google SEO APIs (GSC, PageSpeed, CrUX, Indexing API, GA4)
- seo-backlinks -- Backlink profile analysis (free: Moz, Bing, CC; premium: DataForSEO)
- seo-cluster -- SERP-based semantic clustering (contributed by Lutfiya Miller)
- seo-sxo -- Search Experience Optimization (contributed by Florian Schmitz)
- seo-drift -- SEO drift monitoring (contributed by Dan Colta)
- seo-ecommerce -- E-commerce SEO intelligence (contributed by Matej Marjanovic)
- seo-dataforseo -- Live SEO data via DataForSEO MCP (extension mirror)
- seo-image-gen -- AI image generation for SEO assets via Gemini (extension mirror)
- seo-flow -- FLOW framework integration (Find -> Leverage -> Optimize -> Win, 41 AI prompts, CC BY 4.0)
- seo-agentic -- Agent readiness: Lighthouse Agentic Browsing, accessibility tree for agents, AI agent access policy, llms.txt, Markdown, ai-catalog.json, WebMCP
Optional Extensions
The following ship in extensions/ rather than skills/ and require a separate
installer to activate (see each extension's install.sh/install.ps1):
All optional extensions are reachable through /seo subcommands once
installed: firecrawl, dataforseo, and image-gen, plus /seo ahrefs,
/seo bing, /seo matomo, /seo profound, /seo seranking, and
/seo unlighthouse. Each installs as its own sub-skill, so the model also
auto-routes to their descriptions without the /seo prefix.
- seo-firecrawl -- Full-site crawling and site mapping via Firecrawl MCP. Install
via
extensions/firecrawl/install.sh (Unix) or extensions/firecrawl/install.ps1
(Windows). Once installed, invoke via /seo firecrawl <command>.
- seo-matomo -- Self-hosted or Matomo Cloud Reporting API as a GA4
alternative or complement. Install via
extensions/matomo/install.sh (Unix) or extensions/matomo/install.ps1
(Windows). Once installed, invoke via /seo matomo <command> or rely
on the audit orchestrator to spawn the seo-matomo agent automatically
when credentials are present.
Subagents
For parallel analysis during audits:
seo-technical -- Crawlability, indexability, security, CWVseo-content -- E-E-A-T, readability, thin contentseo-schema -- Detection, validation, generationseo-sitemap -- Structure, coverage, quality gatesseo-performance -- Core Web Vitals measurementseo-visual -- Screenshots, mobile testing, above-foldseo-geo -- AI crawler access, llms.txt, citability, brand mention signalsseo-agentic -- Lighthouse Agentic Browsing fraction, accessibility tree for agents, AI agent access policy, Markdown, discovery files, WebMCP (always in full audits)seo-local -- GBP signals, NAP consistency, reviews, local schema, industry-specific local factors (conditional: spawned when Local Service detected)seo-maps -- Geo-grid rank tracking, GBP audit, review intelligence, competitor radius mapping (conditional: spawned when Local Service detected AND DataForSEO MCP available)seo-google -- CWV field data, URL indexation status, organic traffic trends (conditional: spawned when Google API credentials detected)seo-backlinks -- Backlink profile data: DA/PA, referring domains, anchor text, toxic links (conditional: spawned when Moz/Bing API keys detected or always for CC domain-level metrics)seo-cluster -- Semantic clustering analysis (conditional: content strategy detected)seo-sxo -- Page-type mismatch, user stories, persona scoring (always in full audits)seo-drift -- Baseline comparison (conditional: drift baseline exists for URL)seo-ecommerce -- Product schema, marketplace intel (conditional: e-commerce detected)seo-flow -- FLOW framework prompts (conditional: spawned for content strategy workflows)seo-dataforseo -- Live SERP, keyword, backlink, local SEO data (extension, optional)seo-image-gen -- SEO image audit and generation plan (extension, optional)
Error Handling
| Scenario | Action |
|---|
| Unrecognized command | List available commands from the Quick Reference table. Suggest the closest matching command. |
| URL unreachable | Report the error and suggest the user verify the URL. Do not attempt to guess site content. |
| Sub-skill fails during audit | Report partial results from successful sub-skills. Clearly note which sub-skill failed and why. Suggest re-running the failed sub-skill individually. |
| Ambiguous business type detection | Present the top two detected types with supporting signals. Ask the user to confirm before proceeding with industry-specific recommendations. |