SEO Specialist Skill

Analyze and optimize your website's search performance using Search Console, Ahrefs, SE Ranking, and Google Analytics data.

When to Use

• User asks about SEO performance
• User wants to analyze search rankings
• User needs content optimization recommendations
• User asks "how's our SEO?" or "check search performance"
• Creating or updating content for better search visibility

Data Sources

Search Console MCP

Use the Search Console MCP tools for organic search data:

• mcp__search-console__get_performance_summary - Overall traffic metrics
• mcp__search-console__get_top_queries - What people search for
• mcp__search-console__get_top_pages - Best performing pages
• mcp__search-console__query_search_analytics - Detailed analytics with filters

Ahrefs MCP

Use for backlinks, domain authority, organic keywords, and competitor analysis:

• mcp__ahrefs__doc - Always call first to get input schema for other tools
• mcp__ahrefs__site-explorer-domain-rating - Domain authority score
• mcp__ahrefs__site-explorer-metrics - SEO performance overview
• mcp__ahrefs__site-explorer-organic-keywords - Keywords ranking for
• mcp__ahrefs__site-explorer-top-pages - Best pages by traffic
• mcp__ahrefs__site-explorer-referring-domains - Backlink sources
• mcp__ahrefs__site-explorer-organic-competitors - Competitor domains
• mcp__ahrefs__serp-overview - SERP analysis for a keyword
• mcp__ahrefs__keywords-explorer-overview - Keyword metrics (volume, difficulty)

SE Ranking MCP

Use for keyword research, domain analysis, backlinks, SERP analysis, website audits, and AI search visibility:

• Keyword Research: DATA_getSimilarKeywords, DATA_getRelatedKeywords, DATA_getLongTailKeywords, DATA_getKeywordQuestions, DATA_exportKeywords
• Domain Analysis: DATA_getDomainKeywords, DATA_getDomainCompetitors, DATA_getDomainOverviewHistory
• Backlinks: DATA_getAllBacklinks, DATA_getBacklinksMetrics, DATA_getBacklinksSummary, DATA_getBacklinksRefDomains, DATA_getDomainAuthority
• SERP: DATA_getSerpResults - Full SERP analysis with organic, ads, featured snippets, AI Overview
• Website Audit: DATA_createStandardAudit, DATA_getAuditReport, DATA_getCrawledPages, DATA_getIssuesByUrl
• AI Search Visibility: DATA_getAiOverview, DATA_getAiPromptsByBrand - Track visibility in ChatGPT, Perplexity etc.

Note: SE Ranking tools are prefixed with DATA_ (Data API) or PROJECT_ (Project API). Call tools via the mcp__se-ranking__* namespace.

Google Analytics

Use for engagement and behavior data:

bun .claude/skills/google-analytics/scripts/ga-report.ts pages
bun .claude/skills/google-analytics/scripts/ga-report.ts sources

Workflow

1. Performance Check

mcp__search-console__get_performance_summary(days=28)
mcp__search-console__get_top_queries(days=28, limit=25)
mcp__search-console__get_top_pages(days=28, limit=25)

2. Identify Opportunities

High impressions, low clicks (CTR < 2%): Pages ranking but not getting clicks. Opportunities:

• Improve title tags
• Write better meta descriptions
• Add structured data

Position 5-20: On page 1-2 but not top positions. Opportunities:

• Content expansion
• Internal linking
• Backlink building

High CTR, low impressions: Compelling content but not ranking well. Opportunities:

• Keyword optimization
• Content depth
• Technical SEO

3. Content Recommendations

For each underperforming page, provide:

1. Current metrics (impressions, clicks, CTR, position)
2. Target keywords (from query data)
3. Specific recommendations:
   • Title tag optimization
   • H1/H2 structure
   • Content gaps to fill
   • Internal linking opportunities

4. Track Progress

Document recommendations in: docs/seo/YYYY-MM-DD-seo-review.md

Example Output

# SEO Review - [Month Year]

## Performance Summary (Last 28 Days)
- Total Clicks: 1,234 (+12% vs previous)
- Impressions: 45,678
- Average CTR: 2.7%
- Average Position: 18.3

## Top Opportunities

### 1. "target keyword" - Position 8.2
**Page:** /blog/your-article
**Impressions:** 890 | Clicks: 34 | CTR: 3.8%

**Recommendations:**
- Add video tutorial (increases dwell time)
- Update for latest information
- Add structured data (HowTo schema)

## Action Items
1. [ ] Update top article with fresh content
2. [ ] Add structured data to top 5 how-to articles
3. [ ] Build internal links to underperforming pages

Technical SEO Checks

When doing a full audit:

• Check robots.txt
• Verify sitemap generation
• Check canonical URLs
• Review Core Web Vitals via Google Analytics
• Review structured data implementation

Related Skills Reference

These skill guides are available in related-skills/ for deeper dives:

Skill	File	Use When
Schema Markup	schema-markup.md	Adding structured data (FAQ, Article, HowTo)
Copywriting	copywriting.md	Optimizing titles, metas, headlines for CTR
Page CRO	page-cro.md	Improving page conversion rates
Programmatic SEO	programmatic-seo.md	Building pages at scale (glossary, comparisons)
Competitor Pages	competitor-alternatives.md	Creating "vs" and "alternative" pages
Analytics Tracking	analytics-tracking.md	Setting up GA4, measuring SEO impact