weekly-report

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

• Required: Google Search Console MCP server
• Required: Webflow MCP server (for page inventory and metadata audit)
• Optional: Keywords Everywhere MCP server (needs API key — for search volume and intent enrichment on top queries)

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

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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

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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 split
• brandVoice → recommendation tone
• seo.metaTitleFormat → metadata audit reference
• seo.competitors → competitor query detection
• audience.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:

• If it exists: read the last 10 entries and surface a brief summary:

  Recent activity on {domain}:
  - 2026-02-10 /click-recovery — Updated meta titles on 5 pages
  - 2026-02-05 /weekly-report — Week W06 report. Health: STABLE.
  - 2026-02-01 /monthly-report — January 2026 report. Health: UP.
  

• Redundancy check: if /weekly-report was already run for the same week → warn: "You already ran /weekly-report for Week [XX] on [date]. Run again anyway?"
• If the log doesn't exist: proceed silently (first run for this domain)

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

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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.

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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)

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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:

1. Action title — specific and directive
2. Why — 1–2 lines with the observable metric that triggered it
3. Expected impact — what changes if this is fixed
4. Effort — Low / Medium / High
5. Skill shortcut — which skill to run
6. Cross-reference — if flagged in last monthly report, note "Still open from monthly report"

3.4 Recommendation Format

Each recommendation includes:

1. Action-oriented title — what to do
2. Why it matters — 1-2 lines with metrics
3. Expected impact — qualitative + quantified
4. Effort — Low / Medium / High
5. Steps — Webflow-specific instructions
6. Skill shortcut — e.g., "Run /click-recovery"
7. Monthly cross-reference — if flagged in last monthly report, note "Also flagged in monthly report — still open"

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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

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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:

1. /weekly-report every week for pulse
2. Execute with /click-recovery and /refresh-content
3. /monthly-report at month-end for the full picture

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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").