{"id":"a3f8bf79-9b4c-49f4-b95f-58b782832661","shortId":"KCugty","kind":"skill","title":"seo-content","tagline":"Create high-quality, SEO-optimized content that ranks AND reads like a human wrote it. Performs live SERP gap analysis, writes with anti-AI detection techniques, and adds schema markup. Use when someone needs a blog post, article, SEO page, or wants content that drives search tra","description":"# /seo-content -- Publication-Ready SEO Content\n\nSEO content has a reputation problem. Most of it is low-value -- keyword-stuffed,\nAI-sounding, says nothing new. It ranks for a month, then dies.\n\nThis skill creates content that ranks AND builds trust. Content that sounds like\nan expert sharing what they know, not a content mill churning out filler.\n\nThe goal: Would someone bookmark this? Would they share it? Would they come back?\n\nIf yes, Google will reward it. If no, no amount of optimization saves it.\n\n---\n\n## On Activation\n\n1. Read `brand/` directory: load `voice-profile.md`, `keyword-plan.md`,\n   `audience.md`, `positioning.md`, `competitors.md`, `learnings.md` if present.\n2. Show what loaded:\n   ```\n   Brand context loaded:\n   ├── Voice Profile   ✓ \"{tone summary}\"\n   ├── Keyword Plan    ✓ {N} pillars, {N} briefs\n   ├── Audience        ✓ \"{audience summary}\"\n   ├── Positioning     ✓ \"{primary angle}\"\n   ├── Competitors     ✓ {N} competitors profiled\n   └── Learnings       ✓ {N} entries\n   ```\n3. If files missing, note suggestions at the end (e.g., run /brand-voice).\n4. Check for existing content file at `./campaigns/content/{keyword-slug}.md`.\n   - **If exists** --> Content Refresh Mode (see below).\n   - **If not** --> Full Creation Mode.\n5. Determine mode: **Single article** or **Scale mode** (programmatic SEO).\n6. Read `brand/landscape.md` if it exists — check the Claims Blacklist before making ecosystem or competitive claims. If stale (>14 days) or missing, warn that market claims may be outdated.\n\n## Prioritization (defer to seo-machine's publishing order)\n\nWhen the user asks \"what should I write next?\" — the answer follows seo-machine's **conversion-intent-first publishing order**, not \"whatever has highest volume\":\n\n| Order | Pattern | Why |\n|---|---|---|\n| 1 | `/alternatives/[competitor]` | Highest conversion intent — reader is already in market |\n| 2 | `/compare/[a]-vs-[b]` | Be the third option in any two-vendor comparison |\n| 3 | `/for/[use-case]` and `/for/[audience]` | JTBD without competitor name — high TP/volume ratio |\n| 4 | Long-form playbooks (this skill's wheelhouse) | Authority + AI-citation + inbound link draw |\n| 5 | Generic blog posts | Lowest conversion — defer until ~10 indexed pages exist |\n\nIf `docs/seo-machine.md` exists at the project root, route the user to that skill's Resume mode instead of writing standalone articles — the roadmap there already encodes the priority order. seo-content is the right tool for **single articles** and **playbook-pattern long-form**; alternatives/compare/use-case pages belong in seo-machine's programmatic sprint.\n\n---\n\n## Brand Memory\n\n### Reads (if they exist)\n\n| File | What it provides | How it shapes output |\n|------|-----------------|---------------------|\n| voice-profile.md | Tone, personality, vocabulary, rhythm | Directly shapes writing style |\n| keyword-plan.md | Prioritized keywords, content briefs, SERP data | Target keyword, cluster, intent, content type |\n| audience.md | Buyer profiles, sophistication level, pain points | How technical to write, what examples to use |\n| positioning.md | Market angles, differentiators | Unique angle for the piece |\n| competitors.md | Named competitors, their positioning | What angle competitors take |\n| learnings.md | Past performance data | What content approaches worked before |\n\n### Writes\n\n| File | What it contains |\n|------|-----------------|\n| ./campaigns/content/{keyword-slug}.md | Publication-ready article with frontmatter |\n| ./brand/assets.md | Appends entry for the created content piece |\n| ./brand/learnings.md | Appends findings after feedback collection |\n\n---\n\n## Required Inputs\n\n1. **Target keyword** -- Primary keyword to rank for\n2. **Keyword cluster** -- Related keywords to include naturally\n3. **Search intent** -- Informational / Commercial / Transactional\n4. **Content type** -- Pillar guide / How-to / Comparison / Listicle / etc.\n5. **Brand voice profile** -- (from voice-profile.md, if available)\n6. **Unique angle** -- What perspective makes this different?\n\nPre-fill from brand memory when available. Ask the user only for what's missing.\n\n---\n\n## The Workflow (Single Article)\n\n```\nRESEARCH --> BRIEF --> OUTLINE --> DRAFT --> HUMANIZE --> OPTIMIZE --> SCHEMA --> REVIEW --> SAVE\n```\n\n### Phase 1: Research (SERP Analysis)\n\nUse Exa MCP or firecrawl for live SERP research. Analyze top 5 results.\n\n**For each result capture:** Title/URL, content type, word count, structure,\nunique angles, gaps, recency, domain type.\n\n**Extract SERP features:** People Also Ask (ALL of them), Featured Snippet\nformat, AI Overview presence.\n\n**Gap analysis:** What's missing? What's outdated? What's generic? What's your edge?\n\nPresent findings in structured format. See `references/serp-analysis-format.md`.\n\nIf web search unavailable: flag to user, prefix SERP claims with `~`, skip to\nPhase 2 using brand context instead.\n\n### Phase 2: Content Brief\n\nCreate or enhance an existing brief from /keyword-research. Include: target\nkeyword, secondary keywords, search intent, content type, target word count,\naudience, unique angle, key points, PAA questions, competitor gaps, internal\nlinks, CTA.\n\n### Phase 3: Outline\n\nStructure based on content type. See `references/content-structures.md` for\ntemplates (Pillar Guide, How-To, Comparison, Listicle).\n\nMap PAA questions: depth-worthy ones become H2s, brief ones go to FAQ section.\n\n### Phase 4: Draft\n\n**Voice calibration:** Match voice-profile.md if loaded. Default: direct,\nconversational, specific, opinionated.\n\n**Rules:**\n- Answer the search query in the first 2-3 sentences\n- Apply the \"So What?\" chain -- write from the bottom, not the top\n- Specificity over generality (numbers, examples, always)\n- Show your work (how you know, not just what you claim)\n- Use positioning angle from positioning.md to shape perspective\n\n### Phase 5: Humanize (Critical)\n\nThis is the soul of the skill. See `references/anti-ai-detection.md` for the\nfull detection pattern guide.\n\n**Summary checklist:**\n- Kill AI words (delve, comprehensive, crucial, leverage, landscape, etc.)\n- Kill AI phrases (\"In today's...\", \"It's important to note...\", \"Let's dive in\")\n- Break the triple pattern -- humans are messier\n- Inject: personal experience, opinions with reasoning, admitted limitations,\n  specific examples, honest uncertainty, tangents and asides\n- Vary rhythm: short punches, long explanations, fragments, questions\n\n**The Read-Aloud Test:** If you stumble reading it aloud, rewrite it.\n\n### Phase 6: Optimize (On-Page SEO)\n\n```\n[ ] Primary keyword in title (front-loaded), H1, first 100 words, 1+ H2, meta, URL slug\n[ ] Secondary keywords in H2s naturally\n[ ] Meta description: 150-160 chars, compelling, includes keyword\n[ ] Internal links: 4-8 per piece\n[ ] External links: 2-4 authoritative sources\n[ ] Featured snippet optimization (definition/list/table format)\n[ ] Image alt text with relevant keywords\n```\n\n**Title format:** [Primary Keyword]: [Benefit or Hook] ([Year] if relevant)\nUnder 60 characters, front-load keyword.\n\n### Phase 7: Schema Markup (JSON-LD)\n\nGenerate for EVERY article:\n\n1. **Article schema** -- headline, description, author, dates, publisher, keywords\n2. **FAQ schema** -- from PAA questions answered in the article\n3. **HowTo schema** -- if content type is how-to tutorial\n\nInclude schema in article frontmatter. See `references/schema-templates.md`.\n\n### Phase 8: Quality Review\n\nRun all checklists before saving:\n- **Content quality:** Answers title in first 300 words, 3+ specific examples,\n  unique angle present, all PAA answered, SERP gaps addressed\n- **Voice quality:** No AI-isms, personality present, matches voice-profile.md\n- **SEO quality:** Keywords placed, meta compelling, links included, schema valid\n- **E-E-A-T:** Experience shown, expertise demonstrated, sources cited\n\nSee `references/eeat-examples.md` for 20 top-performing human content examples.\n\n---\n\n## Content Refresh Mode\n\nTriggered when content file already exists for the target keyword.\n\n1. Present existing content summary with options: Refresh / Rewrite / Expand / Start Fresh\n2. **If Refresh:** Re-run SERP analysis, compare against article:\n   - New competitors since publication?\n   - New PAA questions not covered?\n   - Featured Snippet format changed?\n   - Search intent shifted?\n3. Generate specific, actionable update recommendations (not \"update the content\"\n   but \"add section on {topic} after {section} because {evidence}\")\n4. Apply updates, bump `last_updated` and `serp_snapshot_date` in frontmatter\n\n---\n\n## Scale Mode (Programmatic SEO)\n\nTriggered when user wants template-driven pages at scale (\"programmatic SEO\",\n\"pages at scale\", \"100 pages for...\", \"location pages\", etc.).\n\n### Core Principles\n\n1. **Unique value per page** -- not just swapped variables in a template\n2. **Proprietary data wins** -- hierarchy: proprietary > product-derived >\n   user-generated > licensed > public\n3. **Clean URL structure** -- use subfolders, not subdomains\n4. **Search intent match** -- pages must answer what people are searching\n5. **Quality over quantity** -- 100 great pages beat 10,000 thin ones\n\n### The 12 Playbooks\n\n| Playbook | Pattern | Example |\n|----------|---------|---------|\n| Templates | \"[Type] template\" | \"resume template\" |\n| Curation | \"best [category]\" | \"best website builders\" |\n| Conversions | \"[X] to [Y]\" | \"$10 USD to GBP\" |\n| Comparisons | \"[X] vs [Y]\" | \"webflow vs wordpress\" |\n| Examples | \"[type] examples\" | \"landing page examples\" |\n| Locations | \"[service] in [location]\" | \"dentists in austin\" |\n| Personas | \"[product] for [audience]\" | \"crm for real estate\" |\n| Integrations | \"[product A] + [product B]\" | \"slack asana integration\" |\n| Glossary | \"what is [term]\" | \"what is pSEO\" |\n| Translations | Content in multiple languages | Localized content |\n| Directory | \"[category] tools\" | \"ai copywriting tools\" |\n| Profiles | \"[entity name]\" | \"stripe ceo\" |\n\nSee `references/pseo-playbooks.md` for detailed implementation of each playbook.\n\n### Choosing a Playbook\n\n| If you have... | Consider... |\n|----------------|-------------|\n| Proprietary data | Directories, Profiles |\n| Product with integrations | Integrations |\n| Design/creative product | Templates, Examples |\n| Multi-segment audience | Personas |\n| Local presence | Locations |\n| Tool or utility product | Conversions |\n| Content/expertise | Glossary, Curation |\n| Competitor landscape | Comparisons |\n\nYou can layer multiple playbooks (e.g., \"Best coworking spaces in San Diego\").\n\n### Scale Mode Implementation\n\n1. **Keyword pattern research** -- identify repeating structure, variables, combinations\n2. **Data requirements** -- what populates each page, how it's updated\n3. **Template design** -- page structure with conditional content for uniqueness\n4. **Internal linking architecture** -- hub and spoke model, no orphan pages\n5. **Indexation strategy** -- prioritize high-volume, noindex thin variations,\n   separate sitemaps by type\n\n### Scale Mode Quality Checks\n\n- [ ] Each page provides unique value (not just variable swaps)\n- [ ] Unique titles and meta descriptions per page\n- [ ] Proper heading structure and schema markup\n- [ ] Connected to site architecture, no orphan pages\n- [ ] In XML sitemap, crawlable, no conflicting noindex\n\n---\n\n## Worked Example\n\n**Target keyword:** 'is doordash organic'\n**SERP gap:** Top 5 results are forum posts and outdated blog articles. No definitive guide exists.\n\n**Article outline:**\n1. H1: Is DoorDash Organic? The Complete Guide for Health-Conscious Families\n2. Quick answer (Featured Snippet target): 'DoorDash itself doesn't verify verification status...'\n3. How to find verified-source restaurants on DoorDash (step-by-step with screenshots)\n4. The problem with DoorDash's verification filter (cross-contamination, no certification)\n5. Better alternatives for guaranteed verified meal delivery\n6. FAQ schema: 'Does DoorDash have verified-source options?' / 'How do I know if a restaurant is really verified?'\n\n**Word count:** 1,800 (benchmark: top 3 results average 1,200 — we go deeper)\n\n---\n\n## File Output Format\n\n### File Location\n\n```\n./campaigns/content/{keyword-slug}.md\n```\n\nSlug: lowercase kebab-case, remove stop words if over 60 chars.\n\n### Frontmatter\n\n```yaml\n---\ntitle: \"{SEO-Optimized Title}\"\nmeta_description: \"{150-160 character meta description}\"\nprimary_keyword: \"{target keyword}\"\nsecondary_keywords: [\"{kw1}\", \"{kw2}\", \"{kw3}\"]\ncontent_type: \"{pillar-guide / how-to / comparison / listicle}\"\nsearch_intent: \"{informational / commercial / transactional}\"\ntarget_word_count: {number}\nactual_word_count: {number}\nauthor: \"{author name}\"\ndate_created: \"{YYYY-MM-DD}\"\nlast_updated: \"{YYYY-MM-DD}\"\nstatus: \"draft\"\nserp_snapshot_date: \"{YYYY-MM-DD}\"\npaa_questions_answered: {number}\nschema_article: |\n  {Article JSON-LD}\nschema_faq: |\n  {FAQ JSON-LD}\n---\n```\n\n---\n\n## Chain Offers\n\nAfter saving, present:\n\n- `/content-atomizer` -- distribute across social (3-5 LinkedIn, 8-12 Twitter, 2-3 IG carousels)\n- `/newsletter` -- feature article in next edition\n- `/email-sequences` -- nurture readers into subscribers\n- `/seo-content` -- write next article from keyword plan\n- \"Refresh\" to update this article later\n\n---\n\n## Error States\n\n- **No web search:** Skip Phase 1, note limitation, proceed with brand context\n- **No target keyword:** Ask user or suggest /keyword-research\n- **No voice profile:** Use defaults (direct, conversational), suggest /brand-voice\n- **Can't save:** Display content for manual copy, suggest checking permissions\n\n---\n\n## Anti-Patterns\n\n| Anti-pattern | Instead | Why |\n|-------------|---------|-----|\n| Skipping Phase 5 (Humanize) to save time | Cut research depth before cutting humanization | Unhumanized content reads like AI slop — readers bounce, Google devalues it, and the brand takes a credibility hit. Content that sounds like a committee wrote it doesn't earn trust, links, or shares. |\n| Skipping schema markup | Always add Article + FAQ JSON-LD — it takes minutes | Schema compounds over time: rich results, AI citations, and structured search features for the life of the content. Skipping it leaves free visibility on the table. |\n| Keyword-stuffing headings | One keyword in H1, natural secondary keywords in H2s | Google detects keyword stuffing and users find it off-putting. If every heading reads like an SEO template, it's over-optimized. |\n| Starting with a generic intro | Answer the search query in sentence one | \"In today's digital world...\" tells the reader nothing. The search query brought them here — if the value prop isn't instant, they bounce. |\n\n---\n\n## Implementation Notes\n\n1. **Never skip SERP analysis** when web search is available -- it's the differentiator\n2. **Always check for existing content first** -- refresh mode is high value\n3. **Always generate schema markup** -- Article + FAQ JSON-LD minimum\n4. **Always save to disk** -- the file IS the deliverable\n5. **PAA questions are mandatory** -- every one appears as H2 or FAQ entry\n6. **Phase 5 (Humanize) is non-negotiable** -- run the full AI detection checklist\n7. **Always offer chain to /content-atomizer** -- one article = 10+ social assets\n8. **Register every piece** in `./brand/assets.md`\n9. **Feedback closes the loop** -- always present, always 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