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skills/keyword-research/SKILL.md

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+---
+name: keyword-research
+description: Use when expanding seed topics into intent-based clusters and prioritizing
+  opportunities.
+---
+
+# Keyword Research Systems Skill
+
+## When to Use
+- Kicking off a new product/vertical SEO plan.
+- Validating which clusters justify net-new content.
+- Refreshing legacy keyword maps with updated volumes/intent.
+
+## Framework
+1. **Seed Intake** – capture ICP, problems solved, solution terms.
+2. **Expansion Sources** – combine auto-suggest, People Also Ask, competitor URLs, forums.
+3. **Classification** – assign funnel stage + intent (informational, commercial, transactional, navigational).
+4. **Scoring** – evaluate search volume, keyword difficulty, SERP click potential, seasonality.
+5. **Prioritization** – stack rank via ICE/RICE or weighted scoring tied to business impact.
+
+## Templates
+- Cluster worksheet `Topic → Intent → Page Type → Owner`.
+- SERP teardown table (result type, schema, search feature presence).
+- Opportunity score calculator (volume * intent-fit / difficulty).
+
+## Tips
+- Map 1 pillar page for every 4-6 cluster articles to support internal linking.
+- Track query freshness to schedule refresh cadences.
+- Align with paid search data to spot immediate conversion opportunities.
+
+---

skills/on-page/SKILL.md

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+---
+name: on-page
+description: Use when crafting or refreshing pages to align copy, UX, and conversion
+  goals with target keywords.
+---
+
+# On-Page Optimization Checklist
+
+## When to Use
+- Writing a new page or blog post targeting a specific keyword cluster.
+- Refreshing an existing asset to regain rankings.
+- QA before publishing to ensure metadata/structure compliance.
+
+## Framework
+1. **Search Intent Match** – confirm headline + intro address intent quickly.
+2. **Metadata** – title <60 chars with primary keyword, compelling meta description, og tags.
+3. **Structure** – H1 exact match, H2/H3 covering supporting terms, TOC for long form.
+4. **Copy Enhancements** – add stats, quotes, proof points, multimedia blocks.
+5. **Internal/External Links** – link to pillar + related clusters; cite credible sources.
+6. **Conversion Hooks** – contextual CTAs, sticky bars, lead magnets.
+7. **Accessibility** – descriptive alt text, ARIA labels, high contrast.
+8. **Structured Data** – FAQ, HowTo, Article schema as relevant.
+
+## Templates
+- Optimization diff table (Element, Current, Recommended, Rationale).
+- CTA matrix aligning funnel stage with offers.
+- Internal link planner.
+
+## Tips
+- Keep paragraph length 2–3 sentences for readability.
+- Embed video/audio transcripts for multimedia.
+- Track refresh date + metrics to measure impact.
+
+---

skills/technical-seo/SKILL.md

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+---
+name: technical-seo
+description: Use when diagnosing crawl/index issues, performance regressions, or structured
+  data gaps.
+---
+
+# Technical SEO Playbooks
+
+## When to Use
+- Sites experiencing ranking drops despite strong content.
+- Launching major site changes (CMS migrations, redesigns).
+- Investigating Core Web Vitals, crawl budget, or indexing issues.
+
+## Framework
+1. **Crawl Health** – Screaming Frog/JetOctopus results, search console coverage, log file sampling.
+2. **Performance** – Lighthouse field vs lab data, render-blocking assets, code splitting, image optimization.
+3. **Indexation & Signals** – robots.txt, canonicals, hreflang, pagination, parameter handling.
+4. **Structured Data** – schema coverage, errors, merchant/product feeds.
+5. **Security & Compliance** – HTTPS, mixed content, cookie banners, accessibility.
+
+## Playbooks
+- **Migrations** – pre/post launch checklist, redirect maps, monitoring dashboards.
+- **CWV Improvements** – prioritized backlog (LCP, INP, CLS fixes) with eng dependencies.
+- **International SEO** – hreflang matrix, localized sitemaps, translation QA.
+- **GTM Agents Audit Checklist** – five-pass review (crawl → index → performance → schema → reporting) @puerto/README.md#183-212.
+- **Issue Escalation Flow** – Marketing Director ↔ DevOps ↔ Content to fast-track blocking defects.
+
+## Templates
+- Crawl issue tracker (URL, issue, severity, owner, status).
+- Core Web Vitals monitoring dashboard.
+- Structured data coverage sheet.
+- KPI guardrail sheet (sessions, rankings, conversions) with "alert" thresholds matching GTM Agents governance cadence.
+
+## Tips
+- Pair log-file analysis with Search Console stats to confirm real-world crawl behavior.
+- Automate regression alerts via Lighthouse CI or SpeedCurve.
+- Document every infra change with timestamp to correlate with ranking volatility.
+- Share Guardrail snapshots weekly using GTM Agents-style status packet (target vs actual vs guardrail) to keep Sales + Execs aligned.
+- Trigger rollback when three guardrail breaches occur in 24h or when crawl errors spike >25% vs baseline.
+
+## GTM Agents SEO Escalation Workflow
+1. **Detection** – SEO specialist flags issue via crawl report or KPI guardrail breach.
+2. **Triage** – assign severity (P0-P2) + owner across Engineering, Content, or RevOps.
+3. **Action** – implement fix, document via Serena patch or CMS change log.
+4. **Validation** – rerun crawl/perf audits, update structured data validator.
+5. **Comms** – send 3-point summary (issue, fix, KPI impact) in status packet.
+
+## KPI Guardrails
+- Organic sessions: ±10% vs trailing 4-week baseline (alert beyond 15%).
+- Priority keyword avg rank: no more than 2 position drop for Tier-1 terms.
+- Conversion contribution: must stay within 5% of forecasted pipeline; otherwise notify Growth + Sales.
+
+---