/seo-plan

name: seo-plan
description: "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)

• **If `y`** — dispatch in this order:
• **Parallel batch 1**: `tech-seo-audit`, `backlink-gap`, `aeo-audit`, `gsc-ai-performance` (independent)
• **Sequential after**: `content-decay-scan` (depends on `tech-seo-audit`'s URL inventory), `keyword-cluster` (depends on `aeo-audit` query set)
• Each specialist runs its own budget guard; surface aborts back to the user
• **If `N` or default** — fall through; treat missing pieces as Phase 0 ("Discovery") work in the final plan

Step D2 — pillar scoring (the heart of the dispatcher)

Score each of four pillars 1–10 based on the available specialist outputs:

| Pillar | Sources | What 10 looks like | |---|---|---| | **Technical** | tech-seo-audit / gsc-ai-performance / Core Web Vitals data | Clean crawlability, all CWV pass, schema validates, sitemap accurate | | **Content** | content-decay-scan / seo-audit / content-engine outputs | 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 s