/blog — Blog post generator

Creates a production-ready blog post end-to-end. Output: a new route at /app/blog/<slug>/page.tsx, a content file at /content/blog-<slug>.ts, downloaded Pexels images under /public/images/blog/<slug>/, and updated references/used-keywords.md. Must pass npm run build before reporting done.

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Inputs

• No args → pick the highest-value unused primary from keywords.csv.
• User-supplied keyword (e.g. /blog plumbing tape) → use that exact phrase. Verify it exists in keywords.csv and is not already in references/used-keywords.md. If it fails either check, stop and ask before proceeding.

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Read these files before doing anything

1. CLAUDE.md — project rules (SSG constraints, voice rules, design rules).
2. project_specs.md.
3. on-page-seo.md — every applicable item must be satisfied.
4. references/voice.md — sentence rhythm, banned words, "tells it's AI-written" checklist.
5. references/humour.md — every post must be funny; this defines how.
6. references/stats.md — only use numbers from here. Never round, never invent.
7. references/stories.md — one anecdote per post maximum. Don't invent new ones.
8. references/opinions.md — one strong opinion per post, backed by a number.
9. references/used-keywords.md — what's already taken.
10. content/blog-voiced.ts — the reference content shape and length.
11. app/v5/page.tsx — the template you will copy.

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Step-by-step workflow

1. Pick the primary keyword

Read keywords.csv and references/used-keywords.md.

If no arg:

• Parse the CSV, skip the header row.
• Drop any keyword that's already a primary in used-keywords.md (plumber for low water pressure, plumber for running toilet, plumber baldwin park ca, and any others added since).
• Drop any keyword with Intent = Commercial only (those are for /service) — we want Informational for blog posts.
• Rank remaining rows by Volume / (KD + 1) descending. Prefer keywords with SERP feature People Also Ask listed (means we can mine PAA questions for FAQs).
• Propose the top candidate to the user in one line: Picking "<keyword>" (vol <V>, KD <KD>). Any objection?
  • Auto mode: proceed immediately after announcing; do not wait for confirmation unless the user has expressed a strong preference earlier in the session.
  • Record the choice.

If arg supplied:

• Confirm it exists in the CSV (case-insensitive exact phrase match against the Keyword column).
• Confirm it is not in used-keywords.md.
• If either check fails → stop and ask.

2. Build the keyword cluster

Scan the CSV for same-intent secondaries (would someone searching this phrase want to land on the same page?). Max 5.

• Use CSV matches first (mark ✓ CSV).
• Fill remaining slots with 4–5 invented secondaries from typical People-Also-Ask / Related-Searches patterns around the primary (mark (invented)). Keep to the same-intent rule.

3. Research the top-3 SERP

Use WebSearch with the primary keyword. From results:

• Pick the top 3 organic results (skip ads, featured snippets that don't link to a blog post, and domains that aren't blog posts — forums, Reddit, YouTube, directories).
• WebFetch each of the three. Extract:
  • Format: list / tutorial / guide / comparison / news.
  • Word count (rough, from body text). We'll target within 20% of the median.
  • Every H2 topic they cover — combined union across the three.
  • Questions in any FAQ / People-Also-Ask blocks.
• Add 1–2 extra topics that none of the top-3 cover, but that a reader of the primary would value. Stealing ground they missed is the whole point.
• Note the dominant format → our post will match it (if top-3 are all "guides", we write a guide; if they're all "lists", we write a list).

4. Sanity-check voice and scope

Before writing: re-read references/voice.md sections "Tells that it's AI-written", "Words he never uses", and "Formatting rules". Keep that list beside you while drafting.

Plan:

• One story from stories.md (pick the most topical — do not invent).
• One opinion from opinions.md (pick the most topical — backed by a stats.md number).
• Real numbers only from stats.md.
• At least one "don't hire us for this" moment — biggest voice tell.
• Dad-joke pacing, deadpan. No exclamation marks. No emoji. No "unlock / leverage / seamless / world-class / in today's fast-paced world".

5. Fetch Pexels images

Images come from Pexels via scripts/fetch-pexels.mjs. API key: PEXEL_API in .env.

For each post you need:

• hero — landscape, matches the post topic.
• One image per H2 heading in the body — slug key matches the slugified H2 text exactly.
• frequently-asked — generic "question" image.
• still-stuck-give-us-a-call — generic "phone call" image.

Edit scripts/fetch-pexels.mjs: add a new entry under the posts object, keyed by slug. Each section key is the slugified H2 heading; each value is { query, alt }. Follow the existing entries as the pattern.

Run:

node scripts/fetch-pexels.mjs

This writes images to /public/images/blog/<slug>/ and appends attribution metadata to /content/pexels.json. Verify:

• Every expected key is present in the JSON.
• Files exist under /public/images/blog/<slug>/.
• No ✗ lines in the script output. If any failed, adjust the query (more concrete, single nouns work best) and rerun — the script is idempotent per section key.

6. Write the content file

Create /content/blog-<slug>.ts. Follow content/blog-voiced.ts exactly for shape:

export const <camelCaseSlug>Post = {
  slug: "<kebab-slug>",
  title: "<55–60 char title, primary keyword near start>",
  description: "<150–160 char meta description, primary keyword + benefit + soft CTA>",
  publishedAt: "<today YYYY-MM-DD>",
  readingMinutes: <rough number>,
  primaryKeyword: "<primary>",
  keywordCluster: ["<primary>", "<secondary 1>", "<secondary 2>", ...],
  author: {
    name: "Marco D'Agostino",
    role: "Owner, licensed plumber",
    licence: "VIC-PL-48217",
    years: 22,
    bio: "<from blog-voiced.ts — reuse verbatim>",
  },
  heroImageAlt: "<matches Pexels hero alt>",
  images: { /* mirror pexels.json keys for this slug */ },
  tldr: "<2–4 sentence direct answer to the query, reads well on its own>",
  body: `...markdown...`.trim(),
  faqs: [ /* 6–8 entries from People-Also-Ask, schema-ready */ ],
};

Body rules (compiled from voice.md, humour.md, on-page-seo.md):

• Opener: Funny-and-direct. Pub-neighbour voice. Set up → land → walk away.
• Direct answer in the first paragraph. Primary keyword in the first 100 words.
• TL;DR callout (rendered separately by the template — 2–4 sentences).
• H2 hierarchy mirrors the top-3 SERP consensus plus 1–2 novel sections. Each H2 is a statement, not a label ("Why is my toilet running? 5 causes" not "Causes").
• Length within 20% of the median SERP word count. Most plumbing "guide" SERPs are 1,800–2,500 words.
• One story, one strong opinion, "when not to hire us" moment.
• Tables for pricing and comparison. Use real numbers from stats.md.
• 3–5 internal links to existing routes (/v2/, /v3/, /v4/, /v5/, /v6/, /blog/, /services/) or to other /blog/<slug>/ posts if they exist. Anchor text is descriptive.
• 2–3 external links to authoritative sources (.gov, industry bodies, Bunnings for parts). target="_blank" rel="noopener nofollow".
• FAQ section with 6–8 entries. Source questions from People-Also-Ask and the top-3's FAQ blocks.
• "Still stuck? Give us a call" section at the end with phone number from lib/business.ts.

After drafting, re-read voice.md → "Tells that it's AI-written". Delete any paragraph that matches.

7. Create the route

Copy app/v5/page.tsx to app/blog/<slug>/page.tsx. Change:

• Import the new content file instead of voicedPost.
• Rename images lookup key to the new slug.
• metadata.title.absolute — post-specific, 55–60 chars.
• metadata.description — post-specific.
• metadata.alternates.canonical — "/blog/<slug>/".
• metadata.openGraph.url — "/blog/<slug>/".
• OG images path — /images/blog/<slug>/hero.jpg.
• toc array — rebuild from the new H2 structure (IDs must match slugifyHeading output — match what BlogBody emits).
• BlogJsonLd slug prop — "blog/<slug>".
• Breadcrumbs url values — "/blog/<slug>/".
• The "While you're here" internal-links card — swap in 2–3 relevant internal targets.
• The "Further reading" external links — swap in 2 relevant authoritative sources.

Make sure no SSG-breaking patterns land in the file (no cookies(), headers(), searchParams, no dynamic = 'force-dynamic').

8. Update the blog index

Edit app/blog/page.tsx. Add a new entry to the posts array pointing at /blog/<slug>/. Pull title, description, author.name, publishedAt, readingMinutes, and the hero image from the new content file.

9. Mark the keyword used

Append a new section to references/used-keywords.md under "Active primaries" following the existing format. Include:

• Primary keyword + CSV source line (volume, KD).
• /blog/<slug>/ as the page.
• Secondary cluster table with ✓ CSV or (invented) source tags.
• CSV audit note.

10. Verify

Run:

npm run build

All routes must show ○ (Static). No build errors. Open the generated out/blog/<slug>/index.html (or run npm run dev and browse) and confirm:

• H1 renders with primary keyword.
• JSON-LD blocks are present for Article, BreadcrumbList, FAQPage, Person.
• Hero image renders.
• All H2 section images load.
• TOC anchors jump correctly.
• Phone number click-to-call works.
• No "AI tells" in the prose (re-run the voice checklist one more time).

If anything fails, fix and rebuild. Don't say "done" until the build is green and the page reads in voice.

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Output summary (report to user at the end)

• Primary keyword used + volume/KD.
• Cluster (5 secondaries).
• Top-3 SERP competitors referenced + their dominant format.
• Slug + URL: /blog/<slug>/.
• Files created/changed (bulleted).
• Build status.

Keep the summary to ~10 lines.

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Anti-patterns (do not do any of these)

• Don't invent a keyword that's not in keywords.csv.
• Don't reuse a primary from used-keywords.md.
• Don't skip on-page-seo.md items.
• Don't write without reading voice.md + humour.md first.
• Don't invent stats, stories, or opinions. Pull only from the reference files.
• Don't use exclamation marks, emoji, or any word on the "never use" list in voice.md.
• Don't ship without running npm run build.
• Don't touch /app/v5/page.tsx or /content/blog-voiced.ts — those are the canonical reference. Copy, don't mutate.
• Don't introduce runtime APIs, dynamic = 'force-dynamic', or any SSG-breaking pattern.