SEO Skills (Codex CLI)

Holly&Stick helps B2B SaaS teams go from SEO 0 → 1. We set the strategy and run content end-to-end so you start getting consistent traffic and leads. Learn more at https://holly-and-stick.com and follow along on LinkedIn or Twitter.

This repo was inspired by https://github.com/coreyhaines31/marketingskills/

What are Skills?

Skills are modular, declarative packages that teach any coding agent how to execute repeatable SEO workflows with the right tools, prompts, and resources. Thanks to this repo, Claude, Codex, Cursor, and every other major coding agent can share the same procedural knowledge without re-inventing the wheel.

Skills ecosystem

Skills are now a shared convention across most coding agents. The easiest way to install them is add-skill (https://github.com/vercel-labs/add-skill), which supports Codex, Claude Code, Cursor, OpenCode, Gemini CLI, and more.

Install

Option A — use add-skill

npx add-skill holly-and-stick/seo-skills

Before First Run

Read docs/credentials-and-tooling.md before using any skill that depends on an MCP, API key, or local export.

The repo follows one shared setup contract:

• skills first check whether required access is already available
• if setup is missing, skills stop and give exact instructions
• secrets should stay on the user's machine and never be pasted in chat
• once the user confirms setup, the skill verifies presence only and continues

Typical user flow

1. Install the skill repo with add-skill.
2. Check the skill's Tooling & credentials section.
3. Follow the matching setup instructions in docs/credentials-and-tooling.md.
4. Return to the agent and confirm when the tool or credential is ready.

Tooling (MCPs and credentials)

Depending on the skill you want to use, your agent may need an MCP server, a local environment variable, or a manual export file.

Browser access

For any skill that needs to read a page or take screenshots:

1. If a Browser/Chrome/Playwright MCP is already installed in your agent, AI will use it.
2. Otherwise, it will use the agent-browser CLI. Test it first:

agent-browser --help

If it’s not installed:

npm install -g agent-browser

Core workflow (open → snapshot → interact/extract → screenshot):

agent-browser open https://example.com
agent-browser snapshot -c -s "main" -d 5
agent-browser snapshot -i
agent-browser screenshot --full full.png

Skills → access requirements

• seo-context: auth mode none
• seo-roast: auth mode none, optional Browser and optional SERP API MCP
• illustration-ideas: auth mode none, Browser preferred
• subkeyword-injector: auth mode mcp, requires GSC MCP, Browser optional
• internal-linking: auth mode none, optional GSC MCP/export and Browser
• linking-opportunities: auth mode mcp, requires SERP API MCP, Browser optional
• search-intent-coverage: auth mode mcp, requires SERP API MCP, Browser optional
• programmatic-seo: auth mode none, Browser recommended, SERP API MCP optional, Ahrefs/Semrush optional
• competitor-intelligence: auth mode none for sitemap analysis; SERP/SEO-provider MCPs or manual exports are optional
• seo-audit-report: auth mode manual-file, optional GSC MCP export input
• geo-audit-report: auth mode env, requires BRIGHTDATA_API_KEY or DATA_FOR_SEO_LOGIN + DATA_FOR_SEO_PASSWORD

MCP types to install (what they’re for)

• Browser MCP or agent-browser CLI (recommended: agent-browser): read content, navigate, copy text, capture screenshots.
• SERP API MCP: fetch live Google SERPs (don’t rely on Google via browser automation).
• Google Search Console MCP: pull query/page metrics to drive content updates.
• Ahrefs/Semrush/DataForSEO MCP (optional): keyword, page, traffic, and backlink data for programmatic-seo and competitor-intelligence.
• Bright Data API key or DataForSEO login/password: local env vars for geo-audit-report.

Option B — manual symlink

mkdir -p ~/.agents/skills
for d in seo-context internal-linking linking-opportunities seo-roast subkeyword-injector seo-audit-report illustration-ideas search-intent-coverage programmatic-seo competitor-intelligence geo-audit-report; do
  ln -s "$PWD/$d" "$HOME/.agents/skills/$d"
done

If using the repo inside another project (e.g., copied under seo-skills/), cd seo-skills before running the commands.

If using add-skill, skip manual syncing: it installs skills into the right place for your agent(s).

Skills

• seo-context: create a reusable .agents/seo-context.md file so SEO skills stop re-asking for the same basics.
• internal-linking: map internal authority flow, strengthen priority pages, and reinforce topical clusters with contextual links.
• linking-opportunities: find link opportunities on a target site using SERPs.
• seo-roast: SEO-focused roast of a landing page/article; optionally generates a screenshot-heavy HTML report.
• subkeyword-injector: pull page-level queries from GSC and propose/perform content updates to capture more long-tail.
• seo-audit-report: scaffold a small interactive audit report web app (Vite + in-browser SQLite).
• illustration-ideas: generate illustration/chart ideas from a URL’s content (with placement + layout suggestions).
• search-intent-coverage: analyze the SERP and produce a MECE outline that matches search intent.
• programmatic-seo: a shorter, execution-first pSEO workflow with tooling hooks.
• competitor-intelligence: discover direct and audience competitors, reverse-engineer sitemap/content patterns, run SEO gap analysis, and monitor changes.
• geo-audit-report: track LLM visibility (mentions/citations/fan-out) using Bright Data or DataForSEO; outputs a dashboard-ready audit JSON, a static HTML report, and a Next.js static dashboard template.

Included helper scripts

• Roast HTML rendering (optional): seo-roast/scripts/render-report.mjs
• GEO collection: geo-audit-report/scripts/brightdata-geo.py
• GEO collection fallback: geo-audit-report/scripts/dataforseo-geo.py
• GEO static HTML export: geo-audit-report/scripts/render-report.mjs
• Competitor sitemap inventory: competitor-intelligence/scripts/sitemap_inventory.py
• Competitor sitemap snapshot comparison: competitor-intelligence/scripts/compare_inventories.py

Suggested usage flow

For most projects, start with seo-context once, then use the task-specific skills.

Example flow:

1. seo-context to capture the site, goals, market, competitors, and tooling
2. competitor-intelligence to discover competitors and map strategic gaps
3. search-intent-coverage for content briefs
4. subkeyword-injector for refreshes
5. internal-linking for on-site authority flow and topical clusters
6. linking-opportunities for external link prospecting
7. seo-roast or geo-audit-report for audits and diagnostics

Skill creation process (reference)

1. Understand real use cases: list concrete examples, ask clarifying questions, and document what the skill must solve before touching files.
2. Plan reusable resources: decide which workflows need scripts, references, or assets, and keep the details in those files rather than bloating SKILL.md.
3. Initialize with scripts/init_skill.py (when available) to scaffold SKILL.md + sample resource folders, then delete unused samples.
4. Implement commands, instructions, and resources in imperative form; keep SKILL.md lean and reference the bundled assets only when they are necessary.
5. Package with scripts/package_skill.py once validation passes, then iterate after real usage feedback.

Use tools like exa/mcp searches when you need up-to-date scaffolding commands or boilerplate guidance.