A professional, end-to-end Search Engine Optimization toolkit — skills, agents, and runnable tools.
Most journeys still start at a search engine: someone types a query into Google and picks from what ranks. SEO is the practice of earning those rankings — building a site search engines can crawl, understand, and trust, with content that matches what people are actually searching for. This library turns that practice into skills an agent can run: audit the technical foundation, research the keywords that matter, optimize and structure content, build the authority and links engines reward, handle local, ecommerce, and international, and measure the results.
It works for any business — B2B or B2C, local or global, content site or store — and assumes no prior SEO background; the skills explain the concepts as they go.
Built by Jason Stanley.
Compatible with any agent that supports the open
SKILL.mdstandard — Claude Code, Claude.ai, Cursor, Codex, Gemini CLI, and more.
Pick whichever fits your setup.
# Claude Code — add this repo as a plugin marketplace, then install
/plugin marketplace add jstanx/seo-toolkit
/plugin install seo-toolkit
# Any SKILL.md agent (Cursor, Codex, Gemini CLI, …) via the npx installer
npx skills add https://github.com/jstanx/seo-toolkit # all skills
npx skills add https://github.com/jstanx/seo-toolkit --skill technical-seo-audit
# Or clone and copy the skills you want into your agent's skills folder
git clone https://github.com/jstanx/seo-toolkit.git
cp -r seo-toolkit/skills/technical-seo-audit ~/.claude/skills/Skills are plain folders, so you can also just drop any skills/<name>/ directory into
your project and your agent will pick it up.
Once installed, your agent loads the right skill automatically when your request matches — or you can call one directly.
You: "Set up our SEO context."
→ seo-foundation builds the source-of-truth context file every other skill reads
You: "Audit my site and tell me what's holding back rankings."
→ seo-auditor coordinates the technical, on-page, content, and authority skills
You: "Plan content to own the topic of home espresso."
→ content-planner runs keyword research → topic map → briefs
You: "Organic traffic dropped after the last core update — what happened?"
→ recovery-specialist diagnoses the cause and builds a recovery plan
Direct call: /technical-seo-audit /keyword-research /schema-markup
┌──────────────────────────┐
│ seo-foundation │ the context file every skill reads
└─────────────┬────────────┘
│
┌──────────────┬──────────────┬───┼───────────┬──────────────┬──────────────┐
▼ ▼ ▼ ▼ ▼ ▼ ▼
STRATEGY & TECHNICAL ON-PAGE & AUTHORITY & LOCAL / ECOMMERCE /
RESEARCH CONTENT SEMANTIC ENTITY SPECIALIZED
│ │ │ │ │ │
└──────────────┴──────────────┴────► MEASUREMENT ◄─────────┴──────────────┘
tracks results and feeds learnings back into the foundation
Build the foundation once; every other skill reads it, and the measurement skills feed
what they learn back in. Skills also cross-link each other (each ends with Pairs with
and Related Skills) and a shared references/ library, so the set works
as a connected system — not a pile of tips.
- seo-foundation — build the context file every other skill reads first (business, audience, keywords, competitors, baseline).
- technical-seo-audit — make sure the site can be crawled, indexed, and ranked before investing in content and links.
- keyword-research → content-strategy — find the opportunity and turn it into a plan.
- Then work the groups below, or hand the whole job to an agent.
Foundation
| Skill | What it does |
|---|---|
| seo-foundation | The source-of-truth context file the others read |
Strategy & research
| Skill | What it does |
|---|---|
| keyword-research | Expansion, gap analysis, intent, prioritization, clustering |
| serp-analysis | Decode SERP intent, format, and opportunity before content work |
| seo-competitive-analysis | Keyword, content, backlink, and authority gaps vs competitors |
Technical
| Skill | What it does |
|---|---|
| technical-seo-audit | 9-area technical checklist with severity and fix priority |
| core-web-vitals | LCP, INP, CLS diagnosis and remediation |
| site-architecture | Shallow hierarchy, URL structure, crawl depth |
| internal-linking | Anchor text, authority flow, cluster linking, orphan audit |
| javascript-seo | SSR vs CSR trade-offs, render diagnosis, framework guidance |
| crawl-budget-management | Log-file analysis and crawl-waste control for large sites |
| site-migration | Inventory, redirect maps, staging tests, post-launch monitoring |
| mobile-seo | Mobile-first indexing, content parity, mobile CWV, interstitials |
| indexation-control | robots.txt, meta robots, canonical, noindex strategy; fixing index bloat |
| redirects-and-status-codes | 301/302/404/410, chains, loops, soft 404s, equity-preserving moves |
On-page & content
| Skill | What it does |
|---|---|
| on-page-optimization | Titles, meta descriptions, headings, slugs, formatting |
| content-strategy | Topic clusters, content types, calendar, differentiation |
| content-briefs | A brief covering intent through E-E-A-T to SERP features |
| content-audit-refresh | Keep / Refresh / Prune / Consolidate and decay diagnosis |
| featured-snippet-optimization | Position-zero tactics for paragraph, list, table, video, PAA |
| image-seo | Alt text, file names, WebP/AVIF, compression, srcset, sitemaps |
| schema-markup | JSON-LD for rich results, entity graph, validation |
| keyword-cannibalization | Detect and fix pages competing for the same query |
| seo-content-writing | Turn a brief into ranking, expert, non-filler prose |
Authority & off-page
| Skill | What it does |
|---|---|
| eeat-optimization | Experience, Expertise, Authoritativeness, Trust signals |
| link-building-strategy | Link-type selection, linkable assets, acquisition roadmap |
| link-outreach | Reclamation, broken links, resource pages, guest posts |
| backlink-profile-analysis | Profile audit, anchor health, toxic links, disavow |
| digital-pr-seo | Data studies, expert commentary, newsjacking for editorial links |
Semantic & entity
| Skill | What it does |
|---|---|
| entity-seo | Knowledge Graph, sameAs network, Wikidata, entity signals |
| topical-authority | Topic maps, coverage gaps, pillar + cluster architecture |
Local
| Skill | What it does |
|---|---|
| local-seo-foundation | Local ranking factors, NAP, local pages, multi-location |
| google-business-profile | GBP completeness, categories, photos, posts, Q&A |
| local-citations-reviews | Citation sources, NAP audit, review generation and response |
Ecommerce
| Skill | What it does |
|---|---|
| ecommerce-seo | Category pages, architecture, duplicates, platform guidance |
| product-page-seo | Descriptions, Product+Offer schema, reviews, images |
| faceted-navigation | Index / noindex / canonical / block for filter URLs |
Specialized
| Skill | What it does |
|---|---|
| international-seo | Hreflang, URL structure, localization, geo-targeting |
| programmatic-seo | Template × data pages, quality bar, staged indexation |
| video-seo | YouTube SEO, VideoObject schema, chapters, thumbnails |
| google-discover | Feed eligibility, image and headline signals, measurement |
| enterprise-seo | Governance, template standards, cross-team workflow, reporting |
| news-publisher-seo | Google News, Top Stories, news sitemaps, fast indexing |
Measurement
| Skill | What it does |
|---|---|
| seo-tracking-setup | GA4, GSC, rank tracking, monitoring, validation |
| search-console-mastery | Five advanced GSC workflows for opportunities and diagnosis |
| seo-reporting-roi | Monthly and executive reports, ROI, attribution |
| seo-experimentation | SEO A/B testing, hypotheses, split tests, analysis |
| algorithm-update-response | Update correlation, impact diagnosis, recovery planning |
All skills, A–Z
algorithm-update-response · backlink-profile-analysis · content-audit-refresh · content-briefs · content-strategy · core-web-vitals · crawl-budget-management · digital-pr-seo · ecommerce-seo · eeat-optimization · enterprise-seo · entity-seo · faceted-navigation · featured-snippet-optimization · google-business-profile · google-discover · image-seo · indexation-control · internal-linking · international-seo · javascript-seo · keyword-cannibalization · keyword-research · link-building-strategy · link-outreach · local-citations-reviews · local-seo-foundation · mobile-seo · news-publisher-seo · on-page-optimization · product-page-seo · programmatic-seo · redirects-and-status-codes · schema-markup · search-console-mastery · seo-competitive-analysis · seo-content-writing · seo-experimentation · seo-foundation · seo-reporting-roi · seo-tracking-setup · serp-analysis · site-architecture · site-migration · technical-seo-audit · topical-authority · video-seo
Nine sub-agents orchestrate the skills as a loop — diagnose → plan → execute → measure
(in agents/):
- seo-auditor — diagnose: a full technical, on-page, content, and authority audit with a prioritized roadmap.
- seo-strategist — plan: turn goals and gaps into a sequenced, skill-mapped strategy.
- technical-fixer — execute (technical): ship and verify crawl/index, redirect, speed, schema, and architecture fixes.
- content-planner — execute (content): keyword research → topic map → briefs.
- link-builder — execute (authority): strategy, linkable assets, outreach, digital PR.
- local-seo-manager — execute (local): GBP, citations, reviews, local pages.
- ecommerce-seo-agent — execute (ecommerce): architecture, facets, product pages, schema.
- recovery-specialist — recover: diagnose an algorithm-update hit and build a recovery plan.
- performance-analyst — measure: GSC, analytics, reporting, and ROI over time.
Several skills ship small, dependency-free scripts you can run directly — each skill's Tool section documents how. They only automate a step the skill already describes; no tool is required to use a skill.
| Tool | Skill | What it does |
|---|---|---|
| technical_health_check.py | technical-seo-audit | Checks HTTPS redirect, robots.txt, sitemap, canonical, and headers for a URL (needs requests) |
| log_analyzer.py | crawl-budget-management | Summarizes where Googlebot spends crawl budget from a server access log |
| cwv_snapshot.py | core-web-vitals | Pulls Core Web Vitals field data (LCP/INP/CLS) from the PageSpeed Insights API |
| generate_schema.py | schema-markup | Generates and validates JSON-LD for seven schema types from a config |
| hreflang_validator.py | international-seo | Validates a page's hreflang cluster — codes, self-reference, x-default, duplicates |
| redirect_checker.py | site-migration | Traces redirect hops and flags chains, loops, and bad endpoints |
| orphan_finder.py | internal-linking | Finds pages with zero internal inlinks from a crawl export |
| sitemap_validator.py | technical-seo-audit | Flags redirected, error, and noindexed URLs in an XML sitemap |
Several skills also ship fill-in templates (skills/<name>/templates/) and deeper
reference docs (skills/<name>/references/) — content briefs, audit worksheets, a
content calendar, a redirect map, an outreach tracker, a competitive-analysis worksheet,
plus reference catalogs (common technical issues, hreflang codes, YMYL checklist, toxic-link
criteria, and more).
- Using the skills: nothing to install — they're instructions any compatible agent reads.
- Running the optional tool scripts: Python 3 (standard library only, except
technical_health_check.py, which usesrequests). No Python? Each skill's steps work fine by hand; the scripts just automate them. - No SEO subscription required: the playbooks reference common tools (Search Console, GA4, Ahrefs, Semrush, Screaming Frog, BrightLocal) where relevant but stay tool-agnostic and note free alternatives.
Every skill lives in its own folder under skills/, defined by a SKILL.md
file, with deeper material in references/, reusable templates/, and runnable scripts/:
skills/<skill-name>/
SKILL.md # when to use it + how to do the work
references/ # deep guides, tables, worked examples (loaded on demand)
templates/ # checklists, audit sheets, trackers
scripts/ # optional runnable tools (pure standard library)
agents/ # sub-agents that orchestrate the skills
references/ # shared, cross-skill library (see below)
A SKILL.md front matter tells an agent when to reach for the skill; the body tells it
how to do the work and what to produce. The shared references/
library holds cross-cutting material:
- seo-glossary.md — SEO terms, A–Z
- google-ranking-factors.md — Tier 1–4 ranking signals (and what doesn't work)
- eeat-rubric.md — the shared E-E-A-T scoring model
- seo-audit-rubric.md — the shared 6-dimension audit scoring model
- schema-cookbook.md — reusable JSON-LD recipes
- core-web-vitals-reference.md — LCP/INP/CLS thresholds, causes, fixes
- seo-kpi-reference.md — KPIs, reporting cadences, the ROI formula
- seo-tools-reference.md — categorized directory of the SEO tool landscape
Semantic versioning. Each skill carries its own metadata.version; the toolkit version
lives in .claude-plugin/plugin.json. See
CHANGELOG.md for the version of every skill, agent, and tool, plus release
notes and change history.
This library is meant to grow as search evolves. See CONTRIBUTING.md for the structure and quality bar. Keep content original, practical, and vendor-neutral, and cross-link related skills so the set stays connected.