{"id":"328bc99c-00ab-497c-a9ca-9953ab371955","shortId":"pZAMdr","kind":"skill","title":"off-page-seo","tagline":"Backlink + distribution checklist that expands a site's KD ceiling beyond what on-page work alone can earn. Use when the user mentions 'backlinks', 'off-page SEO', 'directory submissions', 'guest posts', 'outreach targets', 'link building', 'submit to directories', 'get listed in","description":"# Off-Page SEO\n\nOn-page work caps out around DR + 20 in achievable KD targets. Off-page work expands that ceiling. This skill generates a prioritized backlink target list across three lanes — directories, listicles, guest posts — and a starter-stack checklist of universal SaaS submission flows. **It does not submit anything.** The user (or the user's outreach team) does the actual submission.\n\nThe off-page half of the SEO operation. Pairs with `seo-machine` (on-page programmatic sprint) — ship pages with seo-machine, queue outreach with this skill, run them in parallel.\n\n## On Activation\n\n1. Load brand context: `positioning.md`, `competitors.md`, `audience.md`, `voice-profile.md`. Missing files are fine.\n2. Surface what loaded:\n   ```\n   Brand context loaded:\n   ├── Positioning    ✓/✗  (drives outreach angle + value-add framing)\n   ├── Competitors    ✓/✗  (target list source — Recipe F runs on them)\n   ├── Audience       ✓/✗  (selects niche-specific directories + communities)\n   └── Voice Profile  ✓/✗  (shapes outreach email tone if user chains into cold-email)\n   ```\n3. If `competitors.md` is missing, prompt the user for 3-7 direct competitors before running Recipe F (the researched-target-list recipe needs competitor domains as input).\n4. Check for `.seo/backlink-targets.json` in the current project. If present, this is a re-run — show the user the existing target counts and ask whether to refresh or just present the existing list.\n\n## When to use vs adjacent skills\n\n| Skill | When | When NOT |\n|---|---|---|\n| `off-page-seo` (this) | Building a prioritized backlink target list + universal starter-stack checklist | Doing actual outreach (use `cold-email` for that) |\n| `seo-machine` | On-page programmatic sprint (alternatives, comparison, use-case pages) | Off-page work — this skill |\n| `seo-audit` | Diagnosing on-site technical issues | Building backlink target lists |\n| `cold-email` (in direct-response-copy) | Writing the outreach emails after target list exists | Generating the target list itself |\n| `startup-launcher` | Launch-day platform submissions (Product Hunt, BetaList, etc.) | Ongoing backlink work post-launch |\n\n## The Starter Stack (universal SaaS submission flow)\n\nEvery new site should be submitted to these by week 4. Most are free; all are worth a one-time submission. This is the **mechanical work** — checklist, not creative.\n\n### Directories (submit and check off)\n\n| Directory | DR (approx) | Notes |\n|---|---|---|\n| **Product Hunt** | 90+ | Single biggest launch-day backlink + traffic source. Coordinate with `startup-launcher`. |\n| **G2** | 88+ | Becomes a destination for \"[brand] reviews\" searches; needs screenshot + verification email. |\n| **Capterra / GetApp / Software Advice** | 80+ | Gartner Digital Markets — same submission flow across all three. |\n| **SaaSHub** | 65+ | Quick win, free. |\n| **AlternativeTo** | 80+ | List as alternative to top 5 competitors. Required free submission. |\n| **BetaList** | 70+ | Only if pre-launch or recently launched. |\n| **Indie Hackers** | 75+ | Products section. Founder-friendly community. |\n| **TopAlternatives.com / SimilarSiteSearch / Slant.co** | 50–65 | Niche but cumulatively useful. |\n| **Crunchbase** | 92+ | Even free profile gets DR pass-through. |\n\n### Community surfaces (selective)\n\n| Surface | When to engage | Hard rule |\n|---|---|---|\n| **Niche subreddits** | Find via Exa search \"site:reddit.com [audience] [problem]\" or Ahrefs site-explorer on reddit.com for your keywords | Engage genuinely for 2+ weeks before mentioning the product. Never just post a link. |\n| **Slack/Discord communities** | For your audience persona | Join 3-5, contribute substantively for 2 weeks before mentioning. |\n| **Hacker News** | For technical products | Show HN posts can drive enormous traffic spikes — require a real launch story, not \"we built another SaaS.\" |\n\n### Founder outreach (slow-burn channel)\n\n- **Founder link trades** with complementary (non-competitive) products. Reach out to 5-10 founders of products your audience also uses. Offer mutual blog mentions, \"tools we love\" pages, or guest posts.\n- **Guest posts on DR 30+ niche blogs.** Find via Recipe F (competitor referring-domains). Pitch 1-2 strong posts per month — not spray-and-pray.\n\n## Recipe F — Researched Target List\n\nUse Exa MCP (mktg default) or Ahrefs MCP (if connected) to surface high-value link opportunities your competitors already have. The target list is built FROM your competitors' existing backlinks.\n\n### Exa path (mktg default)\n\nFor each top-3 competitor:\n\n```\nmcp__exa__web_search_advanced_exa\nquery: \"[competitor-domain] -site:[competitor-domain]\"\nfilter: linksTo:[competitor-domain]\nlimit: 50\n```\n\nThen for each result, scrape the page (Exa `crawling_exa` or `firecrawl`) and extract: domain, page title, anchor text. Filter to DR≥30 sites via a separate `exa__company_research_exa` lookup, OR by manual triage of well-known authority domains.\n\n### Ahrefs appendix (only if you have a paid sub)\n\nIf `mcp__ahrefs__subscription-info-limits-and-usage` returns data AND you want numeric precision on referring-domain DR, run:\n\n```\nmcp__ahrefs__site-explorer-referring-domains\ntarget: <competitor-domain>\nwhere: domain_rating >= 30 AND traffic_dofollow >= 100\norder_by: domain_rating:desc\nlimit: 100\n```\n\nThis replaces only the DR-proxy step in the Exa path above. Ahrefs MCP is not in mktg's chained-in ecosystem — keep this as a footnote, not a default.\n\nThen for each candidate domain (Exa-path or Ahrefs-path), filter manually into buckets:\n\n| Bucket | Signal |\n|---|---|\n| **Directory candidates** | Site name matches \"[category] directory\", \"best of [category]\", \"[category] tools\", \"alternatives to [tool]\" |\n| **Listicle candidates** | Blog posts titled \"Top X [category] in YYYY\" — pitch yourself for inclusion |\n| **Guest-post candidates** | Looks like a blog (`*.com/blog/...` URLs), DR 30+, posts on your niche topic |\n| **Skip** | PR wires, paid networks, irrelevant niches, sites that link to *everyone* in the space |\n\n### Output schema (.seo/backlink-targets.json)\n\n```json\n{\n  \"generated_at\": \"YYYY-MM-DD\",\n  \"research_backend\": \"exa\" | \"ahrefs\" | \"manual\",\n  \"directories\": [\n    { \"domain\": \"g2.com\", \"dr\": 88, \"url_to_submit\": \"https://www.g2.com/products/new\", \"competitor_uses\": [\"hootsuite\", \"buffer\"] }\n  ],\n  \"listicles\": [\n    { \"domain\": \"thedigitalprojectmanager.com\", \"dr\": 65, \"url\": \"https://...\", \"topic\": \"Best Twitter monitoring tools\", \"competitor_listed\": \"hootsuite\" }\n  ],\n  \"guest_posts\": [\n    { \"domain\": \"indiehackers.com/blog\", \"dr\": 81, \"topic_fit\": \"founder-led marketing\" }\n  ]\n}\n```\n\nThis file lives at the project root under `.seo/` and is read by the `mktg-backlink-prospector` agent on future runs to avoid duplicate prospecting.\n\n## Parallel research via mktg-backlink-prospector agent\n\nWhen the user wants a fresh target list and there are 3+ competitors to research, /cmo should spawn the `mktg-backlink-prospector` agent rather than running Recipe F inline. The agent fans out competitor-by-competitor research in parallel, returns the consolidated `.seo/backlink-targets.json`, and frees /cmo's context for the next decision.\n\nSee `agents/research/backlink-prospector.md` for the spawn contract.\n\n## Phase template (when seo-machine sprint integration is wanted)\n\nWhen the user is also running a `seo-machine` sprint, off-page phases land near the end of the tracker:\n\n```markdown\n### Phase N — Starter-stack directory submissions\n\n**Why:** baseline backlinks from high-DR directories. Cap at 2-3 hours of submission work.\n\n**Scope:**\n- [ ] Product Hunt — coordinate launch with startup-launcher\n- [ ] G2 — submit product page\n- [ ] Capterra — submit product page\n- [ ] SaaSHub\n- [ ] AlternativeTo — list as alternative to: <competitor-1>, <competitor-2>, ...\n- [ ] Indie Hackers — claim product page\n- [ ] Crunchbase — basic profile\n\n**Files modified:** none (external work). Track status in `.seo/off-page-status.md`.\n\n### Phase N+1 — Listicle outreach (top 10 targets)\n\n**Why:** \"Top X [category]\" listicles already rank for our target keywords. Getting added is faster than displacing them.\n\n**Targets (from .seo/backlink-targets.json):**\n1. example.com/best-twitter-monitoring-tools (DR 65)\n2. example.com/top-social-listening-tools-2026 (DR 72)\n3. ... (top 10)\n\n**Action:**\n- [ ] For each, find the author via byline or about page\n- [ ] Chain into `direct-response-copy` (cold-email mode) for the outreach email\n- [ ] Send personalized note: short pitch + screenshot proof of value + link to demo\n- [ ] Track reply status in `.seo/off-page-status.md`\n\n**Verification:** 3+ listicles update to include the product within 60 days.\n```\n\n## What this skill explicitly does NOT do\n\n- **Auto-submit anywhere.** Submission flows often need real human review (G2 needs screenshot + URL + verification email; Product Hunt needs a launch coordinator).\n- **Generate outreach emails.** Use `direct-response-copy` (cold-email mode) for that. This skill produces the target list; the email writer is a separate skill.\n- **Track ongoing referring-domain growth.** That's a weekly check-in task the user owns; this skill just provides the initial target list and refreshes it on demand.\n- **Run paid networks or link buys.** Black-hat. mktg policy: white-hat only.\n\n## Honest caveats\n\nOff-page work is slower and more uncertain than on-page work. A great alternatives page ranks within 30–90 days. A great backlink campaign might produce 3 useful links in the first month, 10 in three months. **Don't gate the on-page sprint on off-page progress.** Ship pages; queue outreach in parallel.\n\nThe compounding effect is also lumpy: one DR 80+ listicle is worth ten DR 30 directories. Prioritize quality over quantity in the target list — 10 well-researched targets beat 100 spray-and-pray submissions.\n\n## Anti-patterns\n\n| Don't | Why |\n|---|---|\n| Submit to every directory you find | Low-DR directories don't move the needle; cumulative time cost is high, return is low. Stick to the curated starter stack + Recipe F targets. |\n| Mass-pitch the same email to 50 listicle authors | Personalization rate-determines reply rate. 10 personalized pitches outperform 100 templated ones by 5–10× in reply rate. |\n| Reciprocal link schemes (\"you link to me, I link to you\") | Google penalizes these patterns at scale. Founder link trades are different (they're editorial decisions); blind reciprocal exchanges are not. |\n| Paid links from PBNs (private blog networks) | Black-hat, manually reviewed by Google, results in penalty when caught. Never. |\n| Outreach without value-add | A pitch that's just \"please add me\" gets ignored. Lead with a screenshot, a stat, or a useful angle the author missed. |\n| Gate the on-page sprint on backlink growth | Backlink campaigns are 3–6 month timelines. On-page work compounds in parallel — never let outreach uncertainty stop page shipping. |\n\n## Cross-references\n\n- `agents/research/backlink-prospector.md` — parallel-fan-out research agent that builds `.seo/backlink-targets.json`\n- `skills/seo-machine/references/off-page.md` — the sibling reference doc inside seo-machine's run-time bundle\n- `skills/competitive-intel/SKILL.md` — produces `brand/competitors.md`, the seed input for Recipe F\n- `skills/direct-response-copy/SKILL.md` (cold-email mode) — writes the outreach emails once the target list exists\n- `skills/startup-launcher/SKILL.md` — coordinates launch-day submission to 56 platforms (overlap on Product Hunt + BetaList; this skill handles the ongoing post-launch off-page 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