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Build SEO strategy and roadmap. Use when: planning site architecture, content strategy, or phased implementation.
argument-hint
[business-type]
user-invocable
true
/digital-marketing-pro:seo-plan
Purpose
Generate a comprehensive SEO strategy with industry-specific templates, competitive analysis, content roadmap, and phased implementation plan. Covers both traditional SEO and AI search readiness.
Dispatcher mode (Confirm-Then-Dispatch)
When invoked on a brand that already has recent specialist outputs in ${CLAUDE_PLUGIN_DATA}/{brand}/seo/, this skill operates as an orchestrator — it reads those outputs as inputs, scores the brand across four pillars, and uses the weakest pillar to drive the lead theme of the plan.
Step D0 — detect fresh outputs (≤ 30 days)
Look under ${CLAUDE_PLUGIN_DATA}/{brand}/seo/ for the latest dated subfolder of each:
Specialist skill
Output folder
/digital-marketing-pro:tech-seo-audit
seo/tech-seo-audit/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:content-decay-scan
seo/content-decay-scan/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:aeo-audit
seo/aeo-audit/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:backlink-gap
seo/backlink-gap/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:gsc-ai-performance
seo/gsc-ai-performance/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:keyword-cluster
seo/keyword-cluster/{YYYY-MM-DD}/PLAN.md
/digital-marketing-pro:seo-drift
seo/seo-drift/{YYYY-MM-DD}/PLAN.md
Any folder dated within the last 30 days counts as fresh — its PLAN.md becomes a primary input.
Step D1 — confirm before dispatching missing specialists
If some specialists have no fresh output, do not silently re-run them. Print exactly:
The following specialist outputs are missing or stale (>30 days old):
- tech-seo-audit (last: 2026-05-12 — 23 days old)
- backlink-gap (no run found)
- gsc-ai-performance (no run found)
Running these now will use approximately N MCP credits / API calls.
Run them now in this session? (y / N — default N)
Topic coverage matches search demand, no cannibalisation, freshness ≥ 80%
Topical
keyword-cluster / aeo-geo / entity-audit
Clear pillar+spokes structure, entity consistency across Knowledge Graph
AI Search
aeo-audit / gsc-ai-performance / aeo-geo
Cited in AI Mode + AI Overviews + ChatGPT + Perplexity for target queries
The lowest-scoring pillar becomes the LEAD THEME of the next quarter's plan. Everything else is supporting work. This forces focus.
Step D3 — dispatcher output
Produce ${CLAUDE_PLUGIN_DATA}/{brand}/seo/seo-plan/{YYYY-MM-DD}/00-pillar-scorecard.md:
Pillar scorecard for {brand} ({date})
=====================================
Technical : 8 / 10 ✓ healthy
Content : 6 / 10 ⚠ moderate gaps
Topical : 4 / 10 ⚠ LEAD THEME — weakest pillar
AI Search : 7 / 10 ✓ trending up
Lead theme this quarter: Topical authority build-out
(keyword cluster expansion + entity consistency + Knowledge Graph optimisation)
The rest of the plan (sections 1-6 below) is then framed around the lead theme — supporting work for the other 3 pillars stays in the plan but doesn't drive timeline / budget.
Numbered output convention
The full dispatcher run produces, under ${CLAUDE_PLUGIN_DATA}/{brand}/seo/seo-plan/{YYYY-MM-DD}/:
00-pillar-scorecard.md (from Step D2)
01-discovery.md (business type, audience, competitors — from §1 below)
02-competitive-analysis.md (competitors + gap synthesis — from §2 + backlink-gap if fresh)
03-architecture.md (URL hierarchy, internal-link strategy — from §3 + keyword-cluster if fresh)
04-content-strategy.md (content gaps, calendar, E-E-A-T — from §4 + content-decay-scan if fresh)
05-technical-foundation.md (hosting, schema, CWV — from §5 + tech-seo-audit if fresh)
06-roadmap.md (phased 12-month — from §6, framed around lead theme)
07-industry-template.md (which template applied — from §Industry Templates)
08-kpi-dashboard.md (metrics + cadence — what gets re-measured next drift)
PLAN.md (the deliverable)
Input Required
Business type: SaaS, ecommerce, local service, publisher/media, agency, or general
Website URL: Existing site (if any) to assess
Target audience and markets: Geographic, demographic, and intent profiles
Competitors: 3-5 competitor URLs for gap analysis
Budget and timeline: Resource constraints
KPIs: What success looks like (traffic, rankings, conversions, AI visibility)
Process
1. Discovery
Business type, target audience, competitors, goals
Current site assessment (if exists) — crawl health, content inventory, authority signals
Budget and timeline constraints
Key performance indicators (KPIs) aligned to business objectives
2. Competitive Analysis
Identify top 5 competitors
Analyze their content strategy, schema usage, technical setup
Identify keyword gaps and content opportunities
Assess their E-E-A-T signals
Estimate domain authority and link profiles
AI visibility comparison — which competitors appear in AI overviews
3. Architecture Design
Design URL hierarchy and content pillars based on business model
Plan internal linking strategy (hub/spoke, topic clusters)
Sitemap structure with quality gates applied
Information architecture for user journeys
Navigation and breadcrumb planning
4. Content Strategy
Content gaps vs competitors
Page types and estimated counts
Blog/resource topics and publishing cadence
E-E-A-T building plan (author bios, credentials, experience signals)
content-creator — Content strategy and calendar planning
competitive-intel — Competitor analysis and gap identification
marketing-strategist — Business alignment and KPI framework
Scripts Used
competitor-scraper.py — Competitor site analysis
tech-seo-auditor.py — Current site technical assessment
keyword_cluster.py — Keyword clustering with SERP-overlap + quality scorecard (use via /digital-marketing-pro:keyword-cluster)
content-scorer.py — Current content quality baseline
Quality scorecard
Every PLAN.md this skill produces must pass these gates before being declared ready:
Gate
What it checks
lead_theme_named
00-pillar-scorecard.md exists and names exactly one weakest pillar as lead theme
specialist_coverage
At least 3 of the 7 specialist sources have fresh outputs (≤30 days)
roadmap_phased
Roadmap has explicit Phase 1/2/3/4 dates with owners
kpi_attached
08-kpi-dashboard.md lists ≥3 lagging + ≥3 leading metrics
drift_re-measure_scheduled
The KPI dashboard includes a recurring seo-drift cadence (default: quarterly)
If any gate fails, surface the failure prominently in PLAN.md rather than silently shipping. (The dispatcher is skill-driven — there is no separate orchestrator script; the gate check is part of assembling PLAN.md.)
Chain handoffs
This skill is both a consumer (of specialists) and a producer (of the master plan):
Upstream (specialists this skill reads from):
/digital-marketing-pro:tech-seo-audit
/digital-marketing-pro:content-decay-scan
/digital-marketing-pro:aeo-audit
/digital-marketing-pro:backlink-gap
/digital-marketing-pro:gsc-ai-performance
/digital-marketing-pro:keyword-cluster
/digital-marketing-pro:seo-drift
Downstream (skills that consume this plan):
/digital-marketing-pro:content-engine — drafts the content scheduled in 04-content-strategy.md
/digital-marketing-pro:campaign-plan — turns the roadmap into a sprint plan with owners
/digital-marketing-pro:performance-report — re-measures against 08-kpi-dashboard.md cadence
Tips & caveats
The dispatcher's default is not to dispatch. If specialists are missing, the default answer is N — list them as Phase 0 work. Only auto-dispatch on explicit y. This prevents accidental credit / API spend.
Pillar scoring is opinionated, not measured. A 4/10 Topical pillar means "we don't have a clear authority structure", not "Google said so". The numbers are heuristic. Use them to focus the lead theme, not as KPIs.
The lead theme should change quarterly. If the same pillar wins lead theme two quarters in a row, either the work isn't moving the needle (escalate) or the scoring is wrong (recalibrate with current data).
Don't run this on Day 1 of an engagement. Run the specialists first so the dispatcher has fresh inputs. The first seo-plan run on a new brand will mostly be Phase 0 (Discovery) work.
For YMYL clients, add E-E-A-T as a 5th pillar manually (the standard 4-pillar scoring doesn't separately weight authority signals).
The 30-day freshness window is a default, not a rule. For high-velocity industries (news, SaaS launches), shorten to 14 days. For slow-moving categories (manufacturing, B2B services), 60 days is fine.
Context efficiency
This skill's primary inputs are the specialist PLAN.md outputs under ${CLAUDE_PLUGIN_DATA}/{brand}/seo/ (see the input table above) — these can sum to ~30-50KB. Don't load them eagerly — pick targeted sections:
Grep before Read. Find the keyword or section heading first, then Read with offset + limit to pull just that range.
Walk ${CLAUDE_SKILL_DIR} once. Use a single directory listing to see what's there, then Read only the files that match your current step.
One source at a time. If the workflow says "consult three reference files," read them sequentially after deciding what you need from each. Bulk-loading all three blows the per-skill 5K-token budget that auto-compaction reserves.
Strip noise from CSV inputs. If the input is a large CSV, grep the header line first to pick columns, then process row-by-row — do not Read the whole file into context.
