--- id: indranilbanerjee/digital-marketing-pro/seo-plan version: "2d5bf092" license: MIT install: manual updated: 2026-07-28 --- # seo-plan — seo-plan delivers a systematic approach to SEO strategy development, combining competitive benchmarking with actionable implementation phases. The skill structures your planning process into repeatable steps, ensuring consistency whether you're managing a single domain or a portfolio of properties. Publisher: indranilbanerjee · Stars: 641 · Updated: 2026-07-28 Install (manual): `git clone https://github.com/indranilbanerjee/digital-marketing-pro` ## SKILL.md # /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 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 calendar with priorities - AI-optimized content structure (entity consistency, citation-worthy formatting) ### 5. Technical Foundation - Hosting and performance requirements - Schema markup plan per page type - Core Web Vitals baseline targets (LCP <2.5s, INP <200ms, CLS <0.1) - AI search readiness requirements - Mobile-first considerations - International SEO setup (if applicable) ### 6. Implementation Roadmap (4 phases) **Phase 1: Foundation (weeks 1-4)** - Technical setup and infrastructure - Core pages (home, about, contact, main services/products) - Essential schema implementation (Organization, LocalBusiness, BreadcrumbList) - Analytics and tracking setup (GA4, GSC, rank tracking) **Phase 2: Expansion (weeks 5-12)** - Content creation for primary pages - Blog launch with initial posts - Internal linking structure buildout - Local SEO setup (if applicable) - First E-E-A-T improvements (author pages, credentials) **Phase 3: Scale (weeks 13-24)** - Advanced content development (pillar pages, topic clusters) - Link building and digital PR outreach - GEO/AEO optimization for AI search visibility - Performance optimization (CWV, page speed) - Schema expansion (FAQ, Product, VideoObject as applicable) **Phase 4: Authority (months 7-12)** - Thought leadership content - PR and media mentions - Advanced schema implementation - Continuous optimization based on data - Competitive gap monitoring ## Industry Templates ### SaaS - Primary pages: features, pricing, integrations, use cases, solutions by role - Content pillars: product education, industry trends, comparison content, technical guides - Schema focus: SoftwareApplication, Product, FAQPage (if eligible), HowTo (deprecated — use article format instead) - Link strategy: integration partner pages, guest posts on tech blogs, product directories ### Local Service - Primary pages: services, service areas, about, contact, testimonials - Content pillars: service guides, local area content, FAQ content, case studies - Schema focus: LocalBusiness, Service, Review, BreadcrumbList, GeoCircle - Link strategy: local directories, chamber of commerce, local press, community involvement ### eCommerce - Primary pages: categories, products, brands, collections, buying guides - Content pillars: product education, comparison content, buying guides, trend content - Schema focus: Product, ProductGroup, Offer, AggregateRating, BreadcrumbList, ItemList - Link strategy: product reviews, affiliate partnerships, manufacturer relationships ### Publisher/Media - Primary pages: sections, topic pages, author pages, about, editorial standards - Content pillars: news coverage, analysis, opinion, investigative, data journalism - Schema focus: Article, NewsArticle, Person (authors), Organization, VideoObject - Link strategy: original research citations, expert sourcing, data exclusives ### Agency - Primary pages: services, industries, case studies, team, methodology - Content pillars: industry expertise, methodology content, case studies, thought leadership - Schema focus: Organization, Service, Person (team), Article - Link strategy: case study features, speaking engagements, industry publications, client co-marketing ## Output ### Deliverables - **SEO Strategy Document**: Complete strategic plan with business context, competitive landscape, and strategic direction - **Competitive Analysis**: Keyword gaps, content gaps, authority comparison, AI visibility comparison - **Content Calendar**: 12-week content roadmap with topics, formats, keywords, and publishing schedule - **Implementation Roadmap**: Phased action plan with milestones, responsibilities, and measurement checkpoints - **Site Architecture Plan**: URL hierarchy, content pillar structure, internal linking strategy - **Schema Markup Plan**: Per-page-type schema recommendations with JSON-LD templates - **KPI Dashboard Specification**: Metrics to track, tools needed, reporting cadence ## Agents Used - **seo-specialist** — Strategy, competitive analysis, technical planning - **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 reference docs (`skills//*.md`) 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. [View on SkillFed](https://skillfed.io/indranilbanerjee/digital-marketing-pro/seo-plan) · [View on GitHub](https://github.com/indranilbanerjee/digital-marketing-pro)