skillfulagents/public-skillset/seo-weekly-strategy

SEO Weekly Strategy

The steering loop. Runs Mondays; produces /workspace/reports/seo-weekly-YYYY-MM-DD.md and delivers it per the report channel in seo/config.json (email or Slack).

Procedure

1. KPI pull

• Start with the `seo-dashboard` skill — collect.py --refresh produces one snapshot

(Ahrefs + GSC + activity) in /workspace/seo/dashboard/data.json. Read the KPIs from there so the weekly report and the dashboard never disagree. The raw pulls below are for anything the snapshot doesn't already carry.

• Report refdomains as clean vs suspect (refdomains.clean_count / suspect_count),

never the raw total alone — low-quality profiles often carry many spam-signature domains.

• Ahrefs (cheap, do every week): domain-rating, backlinks-stats, metrics

(mode=subdomains) for the site; organic-keywords limit 30. Budget check first: GET /v3/subscription-info/limits-and-usage.

• GSC (property from seo/config.json): pull last-7d vs prior-7d

clicks/impressions/CTR/position + top movers by query and page using the bundled helper: uv run --env-file .env --with google-auth,requests .claude/skills/seo-weekly-strategy/gsc_query.py --start YYYY-MM-DD --end YYYY-MM-DD --dimensions query,page --limit 100 (add --filter 'query notContains <brand term>' for the non-brand view; run once per period and diff). GSC data lags ~2 days — use Mon−9d…Mon−3d vs the week before.

• Rank spot-checks: Ahrefs serp-overview (or organic-keywords position) for the

target keywords of articles published ≥2 weeks ago.

• Update the KPI table in /workspace/seo/STATE.md (append a dated row — keep history).

2. Audit the week

• Read /workspace/seo/log.md for the week: units shipped vs plan (default target 7:

4 articles + 3 surface — use the cadence agreed in STATE.md), sends/replies/links won, failures.

• Check the published articles are indexed (site: search or GSC URL inspection if

available) and rendering correctly.

• If a daily runbook repeatedly hit the same friction: edit the skill (they live in

/workspace/.claude/skills/seo-daily-*) and note the change in the report. The loop is self-improving — runbook edits are in scope.

3. Backlog review + replenishment

• Content: reprioritize on evidence (GSC movers, new SERP intel); replenish to ≥3 weeks

of runway (≥12 articles + ≥9 surface units todo) using ahrefs-keywords (matching-terms on winning clusters; while DR is low, favor KD comfortably below the site's DR — a useful rule of thumb: KD ≤ ~30 while DR < 45).

• Links: replenish section A with new directories found; if the outreach shortlist is

running low (<100 uncontacted), re-run competitor-link-prospects with 2–3 NEW competitor domains (more competitors > more depth per competitor). Add them to config.link_prospecting.self_domains too.

• Prune: kill backlog items invalidated by new data.

4. Technical checks

• Sitemap fetch + diff vs last week (page-count by section — catch accidental

deindexing/drops).

• Spot-check 5 recently changed URLs: 200 status, title/meta, JSON-LD validity.
• robots.txt + llms.txt present and sane.
• Check for 404s: any URL in GSC/Ahrefs top pages that no longer resolves.
• Core signals occasionally (monthly): PageSpeed on the home page + key templates.
• Anything deeper → the technical-audit skill (scheduled monthly; run ad-hoc if

something looks broken).

5. Monthly / quarterly extras

• First Monday of month: mini competitor sweep — Ahrefs metrics + metrics-history

for the competitor list in seo/config.json → competitors; flag big moves (new sections, traffic jumps). If a competitor runs paid search, their paid keyword list = proven converting terms worth targeting organically.

• First Monday of Jan/Apr/Jul/Oct: full competitive re-analysis — re-run

competitor-link-prospects across the full set, re-pull competitor keyword rankings, and refresh the strategy section of STATE.md.

6. Report

Write /workspace/reports/seo-weekly-YYYY-MM-DD.md:

• KPI table w/ WoW deltas (clicks, impressions, DR, refdomains, keywords ranking).
• Shipped this week (articles w/ URLs + target kw; surface units; links won).
• Outreach funnel: sent → replied → won (cumulative + this week).
• Movers: queries/pages up or down meaningfully.
• Issues found + fixes applied; runbook changes.
• Next week's plan (top backlog items); decisions needed from the owner (from

"needs owner" queues). Keep it under ~1 page of dense content. Deliver per config.report.channel:

• email → the email-report skill (renders markdown as formatted HTML — raw

markdown reads terribly in Gmail): ``bash uv run --env-file .env --with markdown,requests \ .claude/skills/email-report/send_report.py \ --md reports/seo-weekly-YYYY-MM-DD.md \ --subject 'SEO weekly — YYYY-MM-DD' \ --preheader '<one-line hook: the week in a sentence>' \ --summary-md /tmp/highlights.md ` Write /tmp/highlights.md` first — a 4–6 bullet TL;DR plus the decisions needed; it renders as the "Highlights" box above the report.

• slack → mcp__chat__send_chat_message with the TL;DR + key table, link/attach the

full report file.

Also deliver the report file via mcp__user-input__deliver_file. Append a log entry.