emmi

Emmi opinionated skill kit: iterative product planning (MVP to production), UI/UX with block library, hard QA (ferdig-ferdig), testing and CI/CD, Railway-first deployment, Next.js+tRPC+Prisma+Better Auth+Tailwind, Expo+NativeWind, Turborepo, performance work, architecture, product and team management, browse, and analytics. Use when the user wants Emmi workflows, sub-skill by name, or "the kit". Read sub-skills from this repo root.

Full website SEO audit with parallel subagent delegation. Crawls up to 500 pages, detects business type, delegates to 10 specialists (7 core + 3 conditional), generates health score. Use when user says audit, full SEO check, analyze my site, or website health check.

Backlink profile analysis: referring domains, anchor text distribution, toxic link detection, competitor gap analysis. Works with free APIs (Moz, Bing Webmaster, Common Crawl) and DataForSEO extension. Use when user says backlinks, link profile, referring domains, anchor text, toxic links, link gap, link building, disavow, or backlink audit.

Generate SEO-optimized competitor comparison and alternatives pages. Covers "X vs Y" layouts, "alternatives to X" pages, feature matrices, schema markup, and conversion optimization. Use when user says "comparison page", "vs page", "alternatives page", "competitor comparison", "X vs Y", "versus", "compare competitors", or "alternative to".

Content quality and E-E-A-T analysis with AI citation readiness assessment. Use when user says "content quality", "E-E-A-T", "content analysis", "readability check", "thin content", or "content audit".

Live SEO data via DataForSEO MCP server. SERP analysis (Google, Bing, Yahoo, YouTube), keyword research (volume, difficulty, intent, trends), backlink profiles, on-page analysis (Lighthouse, content parsing), competitor analysis, content analysis, business listings, AI visibility (ChatGPT scraper, LLM mention tracking), and domain analytics. Requires DataForSEO extension installed. Use when user says "dataforseo", "live SERP", "keyword volume", "backlink data", "competitor data", "AI visibility check", "LLM mentions", or "real search data".

Full-site crawling, scraping, and site mapping via Firecrawl MCP. Use when user says "crawl site", "map site", "full crawl", "find all pages", "broken links", "site structure", "discover pages", "JS rendering", or needs site-wide analysis.

Optimize content for AI Overviews (formerly SGE), ChatGPT web search, Perplexity, and other AI-powered search experiences. Generative Engine Optimization (GEO) analysis including brand mention signals, AI crawler accessibility, llms.txt compliance, passage-level citability scoring, and platform-specific optimization. Use when user says "AI Overviews", "SGE", "GEO", "AI search", "LLM optimization", "Perplexity", "AI citations", "ChatGPT search", or "AI visibility".

Google SEO APIs: Search Console (Search Analytics, URL Inspection, Sitemaps), PageSpeed Insights v5, CrUX field data with 25-week history, Indexing API v3, and GA4 organic traffic. Provides real Google field data for Core Web Vitals, indexation status, search performance, and organic traffic trends. Use when user says "search console", "GSC", "PageSpeed", "CrUX", "field data", "indexing API", "GA4 organic", "URL inspection", "google api setup", "real CWV data", "impressions", "clicks", "CTR", "position data", "LCP", "INP", "CLS", "FCP", "TTFB", or "Lighthouse scores".

Hreflang and international SEO audit, validation, and generation. Detects common mistakes, validates language/region codes, and generates correct hreflang implementations. Use when user says "hreflang", "i18n SEO", "international SEO", "multi-language", "multi-region", or "language tags".

AI image generation for SEO assets: OG/social preview images, blog hero images, schema images, product photography, infographics. Powered by Gemini via nanobanana-mcp. Requires banana extension installed. Use when user says "generate image", "OG image", "social preview", "hero image", "blog image", "product photo", "infographic", "seo image", "create visual", "image-gen", "favicon", "schema image", "pinterest pin", "generate visual", "banner", or "thumbnail".

Image optimization analysis for SEO and performance. Checks alt text, file sizes, formats, responsive images, lazy loading, CLS prevention, image SERP rankings (via DataForSEO), and image file optimization (WebP/AVIF conversion, IPTC/XMP metadata injection). Use when user says "image optimization", "alt text", "image SEO", "image size", "image audit", "optimize images", "image metadata", "image SERP", "convert to webp", or "image file optimize".

Local SEO analysis covering Google Business Profile optimization, NAP consistency, citation health, review signals, local schema markup, location page quality, multi-location SEO, and industry-specific recommendations. Detects business type (brick-and-mortar, SAB, hybrid) and industry vertical (restaurant, healthcare, legal, home services, real estate, automotive). Use when user says "local SEO", "Google Business Profile", "GBP", "map pack", "local pack", "citations", "NAP consistency", "local rankings", "service area", "multi-location", or "local search".

Maps intelligence for local SEO — geo-grid rank tracking, GBP profile auditing via API, review intelligence across Google/Tripadvisor/Trustpilot, cross-platform NAP verification (Google/Bing/Apple/OSM), competitor radius mapping, and LocalBusiness schema generation from API data. Three-tier capability: free (Overpass + Geoapify), DataForSEO (full intelligence), DataForSEO + Google (maximum coverage). Use when user says "maps", "geo-grid", "rank tracking", "GBP audit", "review velocity", "competitor radius", "maps analysis", "local rank tracking", "Share of Local Voice", or "SoLV".

Deep single-page SEO analysis covering on-page elements, content quality, technical meta tags, schema, images, and performance. Use when user says "analyze this page", "check page SEO", "single URL", "check this page", "page analysis", or provides a single URL for review.

Strategic SEO planning for new or existing websites. Industry-specific templates, competitive analysis, content strategy, and implementation roadmap. Use when user says "SEO plan", "SEO strategy", "SEO planning", "content strategy", "keyword strategy", "content calendar", "site architecture", or "SEO roadmap".

Programmatic SEO planning and analysis for pages generated at scale from data sources. Covers template engines, URL patterns, internal linking automation, thin content safeguards, and index bloat prevention. Use when user says "programmatic SEO", "pages at scale", "dynamic pages", "template pages", "generated pages", or "data-driven SEO".

Detect, validate, and generate Schema.org structured data. JSON-LD format preferred. Use when user says "schema", "structured data", "rich results", "JSON-LD", or "markup".

Analyze existing XML sitemaps or generate new ones with industry templates. Validates format, URLs, and structure. Use when user says "sitemap", "generate sitemap", "sitemap issues", or "XML sitemap".

Comprehensive SEO analysis for any website or business type. Full site audits, single-page analysis, technical SEO (crawlability, indexability, Core Web Vitals with INP), schema markup, content quality (E-E-A-T), image optimization, sitemap analysis, and GEO for AI Overviews/ChatGPT/Perplexity. Industry detection for SaaS, e-commerce, local, publishers, agencies. Triggers on: SEO, audit, schema, Core Web Vitals, sitemap, E-E-A-T, AI Overviews, GEO, technical SEO, content quality, page speed, structured data.

Technical SEO audit across 9 categories: crawlability, indexability, security, URL structure, mobile, Core Web Vitals, structured data, JavaScript rendering, and IndexNow protocol. Use when user says "technical SEO", "crawl issues", "robots.txt", "Core Web Vitals", "site speed", or "security headers".

Emmi analytics: PostHog-first. Product events, feature flags, session replay, error tracking, funnels. Instrument before launch, not after. Document events in the repo.

Emmi architecture: decisions within the established stack, ADRs, background jobs, multi-tenancy, real-time, file storage. Opinionated defaults for robust systems from the start.

Emmi browse router: delegates to gstack browse for headless browser QA, screenshots, and dogfooding. Falls back to Playwright MCP if gstack is not installed.

Emmi product management: scope, prioritisation, outcomes over output, knowing when to cut. Use when defining what to build, why, and in what order.

Emmi team workflows: GitHub issues, branches, PRs, reviews, task splitting, release notes. Use for sprint planning, delegation, or process.

Emmi performance: easy wins applied by default, production-ready hardening on ship, deep work on request. No hard budgets — optimise what gives the best result.

Emmi Turborepo monorepo: pnpm workspaces, Next.js + Expo, shared tRPC routers and Prisma only. Start monorepo immediately when both web and mobile are known from the start.

Emmi mobile stack: Expo + Expo Router + NativeWind + Better Auth (Expo extension) + Zustand + TanStack Query. Native components everywhere except confirmation dialogs. Local builds, TestFlight distribution.

Emmi deployment: Railway-first, CLI-first. Managed Postgres, multiple services, staging + prod environments. Instant rollback. Set everything up so it can be operated from the Railway CLI.

Emmi testing strategy: regression-proof over coverage metrics. Vitest for unit and integration, Playwright for E2E. Tests gate the Railway build. No React component tests. Write the failing test before fixing production bugs.

Emmi iterative planning: blank slate to MVP to production-ready. Challenging Q&A, user stories, GitHub issues via gh, self-tracked progress through discovery, MVP lock, feedback rounds, and post-MVP scope.

Emmi web stack: Next.js App Router, tRPC, Prisma, Better Auth, Tailwind, TanStack Query, Zod, React Hook Form. Opinionated conventions for structure, data fetching, auth, forms, errors, and env.

Emmi production-readiness QA: thorough feature testing, adversarial and unpredictable usage, technical weak-spot review, and usability hardening ("idiot proof"). Web: Playwright. Mobile: Maestro. Use before ship, after big changes, or when "try to break it".

Emmi UI/UX: implement or refine interfaces using the ui-blocks library plus domain-specific rules for ecommerce, marketing, and application UIs. Use for landing pages, shops, dashboards, design polish, Tailwind layout work, or "make it match our kit".