/seo-plan

name: seo-plan
description: Build a phased SEO roadmap for a domain — quarter-by-quarter, tied to the site's competitive position, content gaps, technical debt, and AI Search readiness. Synthesises the outputs of multiple skills (`seo-technical-audit`, `seo-content-audit`, `seo-keyword-cluster`, `seo-competitor-gap-analysis`, `seo-ai-search-share-of-voice`) into one site-level plan with sequencing, owners, and success metrics. Distinct from `seo-keyword-cluster` (keyword architecture for one topic), `seo-content-brief` (one article), and `seo-keyword-niche` (longtail content tier). Use when the user asks for an "SEO plan", "SEO strategy", "SEO roadmap", "90-day plan", "quarterly SEO plan", "site SEO strategy", or "where do we focus next".

> Example output: [examples/seo-plan-wix-com-20260514/PLAN.md](../../examples/seo-plan-wix-com-20260514/PLAN.md)

SEO Plan

Produce a phased SEO roadmap for a domain. Output is a single `PLAN.md` plus per-phase deliverable folders, each phase scoped to a quarter (or a 90-day sprint), each with explicit goals, work items, owners, and metrics. The plan is grounded in the site's actual competitive position — not a generic checklist.

This is the "what should we work on next quarter" skill. It does not replace specialist skills — it composes them, then sequences their outputs.

Prerequisites

• SE Ranking MCP server connected.
• `seo-firecrawl` available for site mapping and head metadata (optional but recommended).
• User provides:
• Target domain.
• Optionally: target country (default `us`), business type (saas / ecommerce / local / publisher / agency / b2b — auto-detected from the domain if not supplied), planning horizon (default 90 days, options: 30 / 90 / 180 / 365).
• Optionally: known constraints (engineering capacity, content budget, no JS-render changes allowed, etc.).

Process

0. **Google data availability check (advisory, not blocking)**

• Run `python3 scripts/google_auth.py --check --json`. If `tier >= 0`, the downstream specialist skills (technical-audit, page, content-audit, drift) will enrich their outputs with real Google field data — and `seo-plan` ingests those richer outputs in step 4. The plan itself doesn't dispatch `seo-google` directly; it prints a one-line notice so the user knows the option is on the table:

   > Google APIs detected (tier {n}, available: {comma-list}). Downstream specialist
   > skills (seo-technical-audit, seo-page, seo-content-audit, seo-drift) will enrich
   > their outputs with real CrUX / GSC / GA4 / URL Inspection data automatically.

• If creds are missing, the plan continues with SE Ranking-only data and prints:

   > Google APIs not configured. To enrich downstream phases with real CWV / GSC /
   > GA4 / indexation data, run `bash extensions/google/install.sh`. Plan continues
   > with SE Ranking data only.

• This is the **lightest possible auto-spawn** — `seo-plan` doesn't run `seo-google` itself (transferring friction to a single command is theirs' anti-pattern we critiqued in `EVAL_RESULT_v2.md`); it surfaces the option so the user can opt in or out before specialist skills run. See `skills/seo-google/references/cross-skill-integration.md` § "seo-plan" for the full rationale.

1. **Detect business type** `DATA_getDomainOverviewWorldwide`, plus a Firecrawl `scrape` of the homepage if available

• Inspect title, H1, JSON-LD types, primary nav patterns.
• Classify as one of: `saas`, `ecommerce`, `local`, `publisher`, `agency`, `b2b-services`, `marketplace`. If ambiguous, ask the user once.
• Business type drives template selection (see step 6).

2. **Domain baseline** `DATA_getDomainOverviewWorldwide`, `DATA_getDomainOverviewHistory`, `DATA_getDomainAuthority`, `DATA_getBacklinksSummary`

• Capture: organic keywords, organic traffic estimate, DA, backlink profile health, top countries, traffic trend over the last 12 months.
• This sets the "where you are now" anchor.

3. **Competitive frame** `DATA_getDomainCompetitors`

• Pull top 5–10 organic competitors.
• For each: organic keywords, traffic share, DA, top topical clusters they own.
• Identifies who the user is *actually* competing with on the SERP (often different from who they think).

4. **Pull specialist inputs — confirm-then-dispatch pattern**

• **4a. Detect existing outputs.** In the current working directory, look for any folder matching the patterns below dated within the last 30 days (treat folders older than 30 days as stale and re-list them as missing):
• `seo-technical-audit-*`
• `seo-content-audit-*`
• `seo-competitor-gap-analysis-*`
• `seo-ai-search-share-of-voice-*`
• `seo-backlinks-profile-*`
• For each present folder, ingest its primary deliverable (`TECH-AUDIT.md`, `VERDICT.md` rollup, `GAPS.md`, `REPORT.md`, `PROFILE.md` respectively).
• **4b. Build the missing list.** For each prerequisite that did not have a fresh output, look up its credit-cost figure from the specialist's own SKILL.md (read those when forming the prompt — figures may drift):
• `seo-technical-audit` → varies by page count for a fresh audit; ~6 Firecrawl credits for the modern-signals step. Cite "varies; check page count" if no recent audit cached.
• `seo-content-audit` → ~10–15 SE Ranking credits + 1 Firecrawl credit per audited URL (default cap 50; for the seo-plan top-10-pages scope, expect ~10–15 SE Ranking + ~10 Firecrawl).
• `seo-competitor-gap-analysis` → ~30–80 credits for 10 seeds.
• `seo-ai-search-share-of-voice` → ~10–20 credits (leaderboard + ~20 prompts × N domains).
• `seo-backlinks-profile` → ~25–40 SE Ranking credits.
• **4c. Print the confirmation prompt** (single block, exactly this shape, with the missing-list filtered to only what is actually missing):

   To produce a defensible plan, seo-plan needs outputs from N specialists not yet
   run for {domain}:
   - seo-technical-audit (~{N} credits)
   - se