Seo Monitor

Skill: SEO Monitor — Periodic Delta Tracking

All responses and reports are produced in English by default. Switch to the user's language if they explicitly request it.

---

Overview

This skill is Step 4 in the SEO-GEO pipeline. It re-crawls a previously audited site, compares the current state against the original baseline, and produces a delta report highlighting what improved, what regressed, and what needs attention.

Position in the pipeline

[seo-collector] → site-data.json ──────────────────────┐
                       ↓                                │
[seo-geo-audit] → audit-report.md + audit-actions.json  │
                       ↓                                │
[seo-implementer] → fixes/                              │
                       ↓                                │
             ┌─────────────────────────┐                │
             │   SEO MONITOR (this)    │ ←──────────────┘
             └─────────────────────────┘    (re-uses collector)
                       ↓
              monitoring/
              ├── baseline.json
              ├── delta-[date].md
              └── alerts.md
                       ↓
              ↻ loops back to collector for next cycle

What it produces

seo-project-[domain]/
└── monitoring/
    ├── baseline.json           ← Snapshot from the first audit (created once)
    ├── scan-[date].json        ← Each new crawl result
    ├── delta-[date].md         ← Comparison report (human-readable)
    ├── delta-[date].json       ← Comparison data (machine-readable)
    ├── alerts.md               ← Active alerts (updated each scan)
    └── history.md              ← Score evolution over time

---

Step 0: Determine monitoring mode

First run (no baseline exists)

If no monitoring/baseline.json exists in the project folder:

1. Check if site-data.json and audit-actions.json exist from a previous audit
2. If yes → convert them into the baseline:

• Copy site-data.json → monitoring/baseline.json (add baseline_date field)
• Extract scores from audit-actions.json → store in baseline

1. If no → ask the user:

``` No previous audit found for this domain. Would you like me to:

1. Run a full audit first (collector + audit) to establish the baseline
2. Run a quick scan now and use it as the baseline

```

Subsequent runs (baseline exists)

1. Load monitoring/baseline.json
2. Run a fresh data collection (re-use seo-collector methodology)
3. Compare and generate the delta

---

Step 1: Re-collect current data

Re-run the collector methodology on the same URL. Collect the same data points as the original site-data.json:

1.1 Quick scan (default)

Focused on the metrics most likely to change:

| Data point | Method | Why it matters | |---|---|---| | Homepage meta tags | web_fetch homepage | Detect if fixes were applied | | Robots.txt | web_fetch /robots.txt | Detect if AI bots were unblocked | | Core Web Vitals | web_search PageSpeed data | Detect performance changes | | Indexation count | web_search site:[domain] | Detect indexation gains/losses | | Schema markup | web_fetch HTML check | Detect if schemas were added | | Sample pages (3-5) | web_fetch key pages | Detect meta tag changes | | AI bot access | Parse robots.txt for each bot | Detect GEO improvements |

Ahrefs MCP data points (if connected)

If Ahrefs MCP was used in the baseline collection, re-query the same endpoints for delta comparison:

| Ahrefs data point | Endpoint | What to compare | |---|---|---| | Domain Rating | domain-rating | DR change since baseline (gaining/losing authority?) | | Referring domains | backlinks-stats | New referring domains acquired? Lost any? | | Broken backlinks | broken-backlinks | Were broken links fixed? New ones appeared? | | Organic keywords | organic-keywords | Keyword position changes, new rankings gained | | Top pages traffic | top-pages | Traffic shifts on key pages | | Brand Radar | brand-radar | AI citation changes (new mentions? lost mentions?) |

> Brand Radar delta is critical for GEO monitoring: if the baseline showed 3 AI citations and the current scan shows 5, that's a direct measure of GEO improvement. If it dropped, investigate why (content freshness? bot access changed?).

1.2 Full re-scan (on request)

Runs the complete seo-collector methodology. Use when the user requests a comprehensive re-audit or when significant changes are expected.

Save the scan result to monitoring/scan-[date].json.

---

Step 2: Compare against baseline

For each data point, compute the delta:

2.1 Score comparison

{
  "comparison_date": "[ISO 8601]",
  "baseline_date": "[ISO 8601 from baseline]",
  "days_since_baseline": 0,
  "scores": {
    "technical_seo": {
      "baseline": 0,
      "current": 0,
      "delta": 0,
      "trend": "improved|regressed|unchanged"
    },
    "core_web_vitals": { "..." },
    "local_or_content": { "..." },
    "eeat": { "..." },
    "entity_seo": { "..." },
    "geo": { "..." },
    "ux_conversion": { "..." },
    "overall": {
      "baseline": 0,
      "current": 0,
      "delta": 0,
      "max": 90
    }
  }
}

2.2 Specific change detection

For each category, track specific changes:

Meta tags changes:

{
  "url": "https://example.com/page",
  "field": "title",
  "baseline_value": "[old title]",
  "current_value": "[new title]",
  "status": "fixed|regressed|unchanged|new_issue"
}

Robots.txt changes:

{
  "bot": "GPTBot",
  "baseline_status": "blocked",
  "current_status": "allowed",
  "status": "fixed"
}

Indexation changes:

{
  "google_indexed": { "baseline": "~340", "current": "~380", "delta": "+~40" },
  "bing_indexed": { "baseline": true, "current": true },
  "brave_indexed": { "baseline": "unknown", "current": true }
}

Core Web Vitals changes:

{
  "lcp_mobile": { "baseline": "3.2s", "current": "2.4s", "delta": "-0.8s", "status": "improved" },
  "cls_mobile": { "baseline": "0.12", "current": "0.08", "delta": "-0.04", "status": "improved" },
  "inp_mobile": { "baseline": "280ms", "current": "190ms", "delta": "-90ms", "status": "improved" }
}

Save the full comparison to monitoring/delta-[date].json.

---

Step 3: Generate alerts

Evaluate each change against alert thresholds:

Alert levels

| Level | Trigger | Example | |---|---|---| | 🔴 CRITICAL | Score dropped by > 10 points overall, or a previously fixed issue has returned | Overall score went from 62 to 48; H1 that was fixed is missing again | | 🟠 WARNING | Score dropped in any single dimension by > 3 points, or a new issue appeared | GEO score dropped from 14 to 10; a new 404 page detected | | 🟢 POSITIVE | Score improved in any dimension, or a fix was confirmed working | Core Web Vitals improved; schema markup now detected | | ℹ️ INFO | Change detected but no clear positive/negative impact | Indexation count changed by This table grows with each scan. It provides a quick view of the site's SEO health trajectory.

---

Monitoring frequency recommendations

| Site type | Recommended interval | Rationale | |---|---|---| | E-commerce (active) | Weekly | Frequent product/price changes, competitive market | | SaaS / B2B | Bi-weekly | Moderate content velocity, feature pages change | | Blog / Media | Weekly | New content published frequently | | Local business | Monthly | Slower pace of change, review monitoring more important | | Corporate / Institutional | Monthly | Rarely changes, but regressions must be caught | | Post-fix verification | 1 week after deployment | Confirm fixes took effect before next audit |

---

Output summary

After generating the monitoring report, present:

═══════════════════════════════════════════
SEO MONITORING REPORT — [domain]
Scan: [date] | vs Baseline: [date] ([N] days)
═══════════════════════════════════════════

📊 Score evolution: [baseline]/90 → [current]/90 ([+/-delta])

✅ Fixes confirmed: [N] of [total] recommendations implemented
⏳ Pending fixes: [N] not yet applied
🔴 Regressions: [N] metrics worsened
🆕 New issues: [N] new problems detected

📁 Files updated:
   monitoring/delta-[date].md    — Full comparison report
   monitoring/delta-[date].json  — Machine-readable delta
   monitoring/alerts.md          — Active alerts
   monitoring/history.md         — Score timeline

[If regressions detected:]
⚠️ Action needed: [brief description of most critical regression]

[If all good:]
✅ All stable — no critical changes since baseline.

Next scan recommended: [date]

Would you like me to:
  1. Detail the regressions and suggest fixes?
  2. Re-run the full audit for a complete re-score?
  3. Generate an updated implementation checklist?

---

Integration with scheduled tasks

When running as a scheduled task (Pattern 3 from the skill system architecture):

Cron / scheduled task setup

# Weekly SEO monitoring — runs every Monday at 7am
0 7 * * 1 claude "Run SEO monitor on https://[domain]"

# Bi-weekly
0 7 * * 1 [ $(( $(date +%V) % 2 )) -eq 0 ] && claude "Run SEO monitor on https://[domain]"

# Monthly (1st of month)
0 7 1 * * claude "Run SEO monitor on https://[domain]"

Claude Code / Cowork scheduled tasks

Schedule: "Every Monday at 7am, run a quick SEO scan on https://[domain] and compare to baseline. If any critical alerts, notify me."

The monitor should:

1. Load the baseline silently
2. Run the quick scan
3. Generate the delta
4. Only notify the user if there are 🔴 CRITICAL or 🟠 WARNING alerts
5. If all clear, log the scan silently to monitoring/history.md

> Pattern 3 applied: Scheduled orchestration. The monitor runs on a schedule without user intervention. It triggers alerts only when something needs attention. The user reviews results, not processes.

---

Edge cases

| Situation | Handling | |---|---| | Site is down during scan | Log the failure, retry once after 5 min. If still down → 🔴 CRITICAL alert "Site unreachable" | | Domain changed | Detect via redirect. Ask user to confirm new domain. Create new baseline. | | Major redesign detected | If > 50% of tracked URLs return 404 or different structure → 🟠 WARNING "Major site changes detected — recommend full re-audit" | | CMS changed | Detect via cms_detected mismatch. Flag in delta report. | | robots.txt disappeared | 🔴 CRITICAL alert — all crawlers may be blocked | | Score dropped but fixes were applied | Check if fixes are still in place (could be overwritten by CMS update). Flag specifically. | | Baseline is > 6 months old | ℹ️ INFO "Baseline is aging — consider running a full re-audit to reset" |

---

Best practices

Data continuity

• Never overwrite baseline.json — it's the reference point
• Each scan creates a new scan-[date].json — full history preserved
• If a full re-audit is done, offer to update the baseline (with user confirmation)

Alert fatigue prevention

• Don't alert on changes within normal variance (< 2% indexation change, < 0.5pt score change)
• Group related alerts (if 3 meta tags regressed on the same template, that's 1 alert, not 3)
• Distinguish between "fix not applied yet" (expected) and "fix was applied but broke" (critical)

Comparison accuracy

• Always compare against the same data points
• If the collector methodology changed between scans, note it in the delta report
• Estimations vs. real data: if baseline was estimated and current has real data, flag the methodology difference

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: jgoullet
• Source: jgoullet/seo-geo-audit
• License: MIT

Install and usage instructions live in the source repository linked above.