| name | weekly-report |
| version | 1.0 |
| description | Weekly SEO pulse — what changed this week, how it tracks against the month, and what to do now. Compares Week W vs W-1, scores recommendations by impact/confidence/effort, and outputs an actionable report with monthly progress context.
Triggers: weekly report, seo weekly, weekly review, weekly performance, traffic this week, weekly analysis.
Requires: Google Search Console MCP server, Webflow MCP server. Optional: Keywords Everywhere API for volume/intent enrichment.
Workflow: Discover → Fetch → Analyze → Score → Output.
Modes: /weekly-report (full report), /weekly-report:quick (executive summary + action plan only).
|
Weekly Report Skill
A weekly SEO pulse for founders and operators. Compares this week vs last week, identifies what changed and why, scores every recommendation, and outputs a prioritized action plan — with monthly progress context when available.
This skill is read-only — it analyzes GSC + Webflow data but never modifies Webflow content. It points you to /click-recovery and /refresh-content for execution.
Prerequisites
Skill Modes
Default is full report. Use /weekly-report:quick to output only the executive summary and action plan (skips rendering sections 2–5 but still runs all analysis phases).
Workflow Overview
DISCOVER → FETCH → ANALYZE → SCORE → OUTPUT
Critical Guards
These guards can stop execution. All other edge cases (no branded queries, zero declining pages, zero content gaps) are handled inline — skip the section and note why.
⚡ GUARD — GSC MCP unavailable:
- Stop execution: "Weekly Report requires Google Search Console. Please connect GSC MCP and try again."
⚡ GUARD — Webflow MCP unavailable:
- Stop execution: "Weekly Report requires Webflow MCP for page inventory and metadata analysis. Please connect Webflow MCP and try again."
⚡ GUARD — Very low weekly traffic (<50 impressions):
- Warn: "Very low traffic this week (<50 impressions). Data may be insufficient for meaningful analysis. Proceed anyway?"
- If declined: stop execution
⚡ GUARD — User requests abort:
- Confirm: "Stop the workflow? Progress will be lost."
- If confirmed: exit cleanly, output any partial results
Phase 0: DISCOVER
MCP tools, config, last monthly report, date ranges, site selection.
0.1 MCP Discovery
Search for tools BEFORE starting analysis:
- GSC MCP (required): Search
+gsc search analytics. If missing → stop (see guard above).
- Webflow MCP (required): Search
+webflow data cms. If missing → stop (see guard above).
- Keywords Everywhere (optional): Search
+keywords everywhere volume. If missing → note in report header, proceed without.
0.2 Load Config
Load .claude/seo-copilot-config.json if it exists. Extract:
business.name → branded query splitbrandVoice → recommendation toneseo.metaTitleFormat → metadata audit referenceseo.competitors → competitor query detectionaudience.primary → framing recommendations
If not found: proceed with defaults, note "Run /getting-started for personalized recommendations."
0.3 Select Site & Set {domain}
List available GSC properties. If multiple, ask user to select. Extract the domain from the selected property URL (e.g., https://www.checklist-seo.com/ → checklist-seo.com).
The {domain} value is used throughout for:
- Report save path:
.claude/reports/{domain}/weekly-report-YYYY-WXX.md
- Monthly report lookup:
.claude/reports/{domain}/monthly-report-*.md
0.4 Review Activity Log
Once {domain} is set, check .claude/reports/{domain}/activity-log.md:
Use recent activity as context for recommendations (e.g., "Since /click-recovery was run 2 days ago, CTR changes may not be visible yet").
⚡ GUARD — Report already exists:
Check if .claude/reports/{domain}/weekly-report-YYYY-WXX.md already exists:
- If yes: "A report for Week [XX] already exists. Overwrite?"
- If declined: stop
0.5 Load Last Monthly Report
Search for the most recent .claude/reports/{domain}/monthly-report-*.md:
- If found: extract executive summary metrics (clicks, impressions, CTR, position), health trend, and action plan items
- If not found: proceed without, note "No monthly report found. Run
/monthly-report for month-level context."
0.6 Load Latest Keyword Opportunity Report
Check .claude/reports/{domain}/latest-keywords-opportunity.md:
- If found and < 30 days old:
- Extract: report date, quick wins list, top action plan items (must-pursue + high-value)
- Store as
keyword_opportunity_context — reference it in Sections 3 and 5 instead of re-deriving the same findings
- Note in the report header: "Keyword opportunity report from [date] loaded — [N] striking distance pages, [N] new opportunities. Full detail in
latest-keywords-opportunity.md."
- In Section 5 (On-Page SEO Opportunities): surface the top 3 quick wins from the keywords-opportunity report, clearly labelled as sourced from that report. Do NOT re-run a full striking distance analysis — reference the existing findings instead.
- If not found or > 30 days old: run the standard striking distance analysis in Phase 2.6 as usual, and suggest: "Run
/keywords-opportunity for a full volume-enriched analysis."
0.7 Calculate Date Boundaries
Compute 7-day windows (Mon–Sun). If today is mid-week, use the most recent complete window as W.
| Period | Label | Use |
|---|
| Week W | Most recent complete Mon–Sun | Primary analysis |
| Week W-1 | Previous 7 days | Comparison baseline |
| Week W-2 | Two weeks ago | 4-week trend |
| Week W-3 | Three weeks ago | 4-week trend |
Phase 1: FETCH
GSC data, Webflow pages + CMS items, URL inspection sample.
1.1 GSC Performance Data
Fetch for W and W-1 (optionally W-2, W-3 for trend):
- Page-level: all pages with any impressions — URL, impressions, clicks, CTR, position
- Query-level: all queries with impressions > 5 — query, page, impressions, clicks, CTR, position
1.2 Webflow Page Inventory
CMS items: get_collection_list → list_collection_items per collection. Extract: name, slug, published date, meta title, meta description. Sample first 100 if collection is large.
Static pages: list_pages. Extract: name, path, SEO title, meta description.
1.3 GSC URL Inspection (Top 5)
For the top 5 pages by impressions, run URL inspection:
- Index status, last crawl date, mobile usability
- If rate-limited: reduce to top 3, note in report
1.4 Keywords Everywhere Enrichment (Optional)
If available, enrich top 30 queries: search volume, CPC, competition, trend.
Phase 2: ANALYZE
Metrics, content performance, template SEO audit, metadata audit, striking distance.
2.1 Executive Summary Metrics
Calculate W vs W-1:
- Total clicks (absolute + %)
- Total impressions (absolute + %)
- Average CTR
- Average position
- Indexed page count (from inspection or GSC page count)
Health trend:
- UP: clicks ≥ +5% AND (impressions up OR position improved)
- DOWN: clicks ≥ -5% AND (impressions down OR position worsened)
- STABLE: everything else
Identify: biggest win (largest click increase), biggest risk (largest click decrease), top 3 priorities (from scoring engine).
Monthly context (if monthly report available): month-to-date aggregates vs last monthly totals — on track / ahead / behind.
2.2 Performance Overview
- 4-week trend table: clicks, impressions, CTR, position for W-3 through W
- Branded vs non-branded split (using
business.name from config)
- Note that conversion data requires GA4 or similar
2.3 Content Performance
- Top 10 pages by clicks in W (with W-1 comparison)
- Top 5 growing — largest click increase W vs W-1 (min 5 clicks in W)
- Top 5 declining — largest click decrease W vs W-1 (min 5 clicks in W-1)
- Content gaps — GSC queries with high impressions not matching any page title or description
2.4 Template SEO Audit
For each CMS collection, run a quick schema coverage check against the recommended fields from /cms-collection-setup:
Core fields (highest priority):
- Dedicated SEO title field present? Flag collections using
name as the SEO title. Use alias matching — seo-title, meta-title, titile all count.
- Meta SEO description field present?
- H1 override field present?
Key SEO fields:
- Primary keyword field present?
- Updated date field present?
- OG image field present?
- Author reference present?
For each collection, output a brief line:
Blog Posts: Core ✅ | Keyword ❌ | OG image ❌ | Author ✅ — Schema score: ~60%
Flag collections below 70% coverage in the report. Recommend /cms-collection-setup:review for gaps — it scores all five field groups (Core, Content, Authority, Enhancement, Social) and can add missing fields directly.
2.5 Metadata Audit
For all Webflow pages (CMS + static):
- Missing meta title / missing meta description
- Duplicate meta titles across pages
- Title too long (>60 chars) / too short (<30 chars)
- Description too long (>155 chars) / too short (<70 chars)
Indexation cross-reference:
- Normalize URLs (strip scheme + domain from GSC, combine collection slug + item slug for CMS, lowercase, strip trailing slashes)
- Webflow pages not in GSC = potentially not indexed
- GSC pages not in Webflow = indexed orphans (old/deleted)
2.6 On-Page SEO Opportunities
High impressions, low CTR:
- Pages in the top 10% by impressions with CTR below site average for their position bracket
- These are candidates for
/click-recovery
Striking distance keywords (position 5–15):
- Sorted by impressions (highest potential first)
Keyword mismatches:
- Top GSC query for each page vs meta title — flag if #1 query doesn't appear in title
Adaptive Thresholds
For sites with < 5,000 weekly impressions, replace absolute thresholds with relative ones:
| Threshold | Standard (≥5K impressions) | Small site (<5K impressions) |
|---|
| Content gaps | >100 impressions | Top 5% of queries by impressions |
| High impressions / low CTR | Top 10% by impressions + CTR below average | Same (already relative) |
| Min clicks for growing/declining | 5 clicks | Top 10 pages by click change (any direction) |
| Very low traffic warning | <50 total impressions | Same (absolute floor) |
Phase 3: SCORE
Use the priority buckets from CLAUDE.md. No numeric formula — assign buckets based on observable criteria.
Weekly data note: Single-week observations only qualify for High Value, not Must Do, unless the issue is structural (broken page, confirmed cannibalization). Must Do requires either a multi-week confirmed trend or a structural problem visible in the data.
3.1 Priority Buckets
See CLAUDE.md for full criteria. Weekly-specific additions:
Must do (this week) — structural or confirmed:
- Page in sitemap returning 404
- GSC confirms same keyword on 2+ pages simultaneously
- Indexation error on a page with existing traffic
- Trend confirmed across 3+ consecutive weeks AND impressions > 50
High value (schedule within 3 days):
- Keyword cluster in top 20% of site impressions with no matching page
- Page CTR < half expected for its position bracket (confirmed in GSC this week)
- Primary keyword missing from title on a page with 50+ weekly impressions
- Cluster has 2+ support posts but no pillar page
Nice to have — everything else qualifying. Items with no data signal are excluded.
3.2 Recommendation Format
Each recommendation:
- Action title — specific and directive
- Why — 1–2 lines with the observable metric that triggered it
- Expected impact — what changes if this is fixed
- Effort — Low / Medium / High
- Skill shortcut — which skill to run
- Cross-reference — if flagged in last monthly report, note "Still open from monthly report"
3.4 Recommendation Format
Each recommendation includes:
- Action-oriented title — what to do
- Why it matters — 1-2 lines with metrics
- Expected impact — qualitative + quantified
- Effort — Low / Medium / High
- Steps — Webflow-specific instructions
- Skill shortcut — e.g., "Run
/click-recovery"
- Monthly cross-reference — if flagged in last monthly report, note "Also flagged in monthly report — still open"
Phase 4: OUTPUT
Show executive summary + action plan in terminal. Save full report to .claude/reports/{domain}/.
4.1 Report Structure
The saved report is a Markdown file with these sections:
Header:
- Site, period (W dates vs W-1 dates), generated date
- Data sources: GSC, Webflow, KE (connected / not), config (loaded / not), monthly report (loaded / not)
Section 1 — Executive Summary:
- Health trend (UP / STABLE / DOWN)
- W vs W-1 metrics table (clicks, impressions, CTR, position, indexed pages)
- Biggest win, biggest risk, top 3 priorities
- Monthly context box: month-to-date vs last monthly totals, open action items count
Section 2 — Performance Overview:
- 4-week trend table (W-3 through W)
- Branded vs non-branded split
- Conversions note (cross-reference with GA4)
Section 3 — Content Performance:
- Top 10 pages, top 5 growing, top 5 declining, content gaps
Section 4 — Technical SEO Health:
- Template SEO audit: schema coverage per collection (Core/Keyword/OG/Author) with % score
- Indexation cross-reference (not indexed, indexed orphans)
- Metadata audit (missing, duplicate, length issues)
Section 5 — On-Page SEO Opportunities:
- High impressions / low CTR pages
- Striking distance keywords (position 5–15)
- Keyword mismatches (top query not in title)
Section 6 — Action Plan:
- Must Fix (Priority ≥ 8.0) — full format with steps and shortcuts
- High Impact (Priority ≥ 4.0) — full format
- Nice to Have (Priority ≥ 1.5) — condensed (title, why, effort, shortcut)
- Monthly report cross-reference: open/completed items from last monthly report
Footer:
- Next steps: run
/click-recovery, /refresh-content, re-run /weekly-report next week, /monthly-report at month-end
- Monitoring: 3 days (quick fixes live), 1 week (re-run weekly), month-end (monthly report)
In quick mode (/weekly-report:quick): display only Section 1 and Section 6 in terminal. Still save full report to file.
4.2 Save to File
Save to .claude/reports/{domain}/weekly-report-YYYY-WXX.md (ISO week number).
- Create directory if needed:
mkdir -p .claude/reports/{domain}/
- If directory creation fails: output in terminal only, warn user
4.3 Suggest Next Skills
Based on findings:
- CTR issues →
/click-recovery
- Declining content →
/refresh-content [URL]
- Content gaps → new content targeting top gap queries
- Always → re-run
/weekly-report next week, /monthly-report at month-end
Integration with Other Skills
Weekly Report is read-only. Other skills execute.
| Finding | Skill | Why |
|---|
| Low CTR pages | /click-recovery | Fix meta titles and descriptions |
| Declining content | /refresh-content [URL] | Full content refresh |
| Missing metadata | /click-recovery | Quick metadata fixes |
| Content gaps | /keywords-opportunity:discover | Uncover new keyword topics to target |
| Striking distance keywords | /keywords-opportunity:striking | Page 1-3 rankings with traffic upside |
| Keyword mismatches | /click-recovery | Align titles with search queries |
| Template SEO issues / schema gaps | /cms-collection-setup:review | Audit and add missing fields to existing collections |
Cadence:
/weekly-report every week for pulse- Execute with
/click-recovery and /refresh-content
/monthly-report at month-end for the full picture
Activity Log
After every execution, append a row to .claude/reports/{domain}/activity-log.md.
If the file doesn't exist, create it with the header:
# Activity Log — {domain}
| Date | Skill | Summary |
|------|-------|---------|
Then append a row:
| YYYY-MM-DD | /weekly-report | [one-line summary: e.g., "Week W07 report. Health: UP. 2 must-fix, 3 high-impact items. Saved to weekly-report-2026-W07.md"] |
The {domain} is already set in Phase 0 (from GSC property selection). Log even if the skill exits early due to a guard — note why (e.g., "Aborted: GSC MCP unavailable").
