seo

Use structured reports for evidence, then inspect source only where a finding needs it. Reports keep observations, findings, caveats, costs, and provenance separate. Data stays local unless a requested crawl or provider call needs the network.

Before the first CLI call, run command -v seo. If it is missing, run npm i -g seo, confirm seo --version, then continue. Use available MCP tools without reinstalling.

Broad audits and source changes

For a broad audit, run this before manual page exploration:

seo report --url <absolute-url> --search-console-export <path> --actions-only --json

Omit --search-console-export when no export was supplied. Capture the whole JSON. Do not pipe it through head.

Follow this sequence:

1. Read every field in findings, plus inventories, retained evidence, caveats, and warnings. A fix contains an instruction. A review contains change conditions; it is not an instruction to edit.
2. Compare the live homepage identity with source metadata and content. Treat the live product as current unless the user says the source is an undeployed pivot. Search history describes past demand, not product direction.
3. Track every finding id and exact title, plus every inventory URL. Counts must match findings.counts.returned and returnedItems. Decide inventory rows separately from their evidence; never apply one blanket policy.
4. Use the allowed outcomes. For a fix, choose fixed, deferred, or not-needed. For a review, answer its question and choose changed, no-change, or deferred, with an evidence-backed reason. Apply only supported changes. Build or test the source, run each changed item's verification, then rerun the same report against the local build.
5. Return both complete tables. Include each finding's outcome, reason, and verification, and each inventory URL's disposition and evidence.

Do not finish while a finding or inventory row is absent from the handoff. If an inventory returns nextPage, fetch every page first.

Discover, describe, run

With MCP:

1. seo_list_reports lists report ids and purposes.
2. seo_describe_report returns usage, schema, reading order, limits, verification, and related reports.
3. seo_run_report runs bounded params. Read structuredContent.

The CLI has the same catalog:

seo reports list --json
seo reports describe <report-id> --json
seo reports run <report-id> --params '<json>' --json

Describe a report before its first run. Follow readOrder, doNotClaim, and related; do not guess parameters. For fixes, pass view: "actions" to MCP or --actions-only to the JSON CLI command.

Installed provider packages can also add agent actions. Discover them before calling provider-specific data:

seo providers list --json
seo providers describe <provider-id> --json
seo providers run <provider-id> <action-id> --params '<json>' --json

Use the described input schema. Treat the returned provider data as evidence with its named source and limits. A provider action is not a report finding.

Setup and selection

Use setup-check or seo doctor when auth is unknown. Use --project <id> for a saved project. Without one, pass --site sc-domain:example.com or --url https://example.com. Crawl audits need no Google connection. Agent commands use --json, which never prompts.

Common jobs

Run the first report, read it, then decide. Do not run every report blindly.

Job	Reports
Page not indexed or missing from Google	index-coverage, index-monitor (URL Inspection), audit-page, redirect-trace
Traffic or clicks dropped	search-performance-overview, traffic-anomaly, update-correlation, segment-impact, decaying-pages, link-recovery
Audit a whole site	report, then site-crawl, top-fixes, or ai-search-scorecard when needed
More clicks from existing pages	quick-wins, ctr-underperformers, striking-distance, second-page, internal-links
AI search visibility or readiness	ai-readiness, agent-readiness, geo-gaps, ai-mention-research, ai-prompt-observations, ai-referrals
Plan content from real demand	query-clusters, page-opportunities, content-optimization, cannibalisation
Research keywords and competitors	competitive-opportunities, keyword-research, serp-results, ranked-keywords, ranking-pages, serp-competitors, competitor-keyword-gap
Local or programmatic SEO	local-search-demand, pseo-patterns, pseo-opportunities, pseo-audit
Links, Bing, or server logs	domain-rating, link-evidence, bing-webmaster-overview, server-log-analysis
Catch regressions	technical-watch, crawl-diff, index-watch, measure-change
Client-ready reporting	monthly-report, narrative-report, monthly-action-plan
Turn crawl findings into tickets	top-fixes, affected-urls, explain-crawl-issue

When provider access is unavailable, describe the report and use its researchFiles and columns schema. Read import provenance and never guess column mappings.

For a branded client report, use built-in HTML output or create one standalone local HTML file from structured JSON. Preserve evidence states, provider labels, limitations, and verification. Keep it accessible, print-friendly, noindex,nofollow, and free of remote scripts or assets.

Evidence rules

• Name missing, skipped, partial, capped, filtered, or sampled evidence before interpreting the result. These states never support a zero or an all-clear.
• Keep live crawl, source code, Search Console, analytics, and research-provider evidence separate. Query and page tables are not interchangeable.
• Grouped Search Console totals can undercount.
• Heuristics prioritise review; they do not prove defects or forecast results.
• Treat provider traffic, volume, difficulty, authority, and history as estimates. Keep principle and evidenceRef with recommendations.
• Intentional controls such as noindex, canonicals, and robots rules are observations until the user confirms they are unintended.
• Never promise clicks, rankings, indexing, traffic, or AI citations.
• Keep the report's verification with every recommendation.

Prefer registered reports. Use seo help all for direct provider and administration commands, including Google, Bing, links, exports, projects, and crawls. For installed extension actions, use seo_list_providers, seo_describe_provider, and seo_run_provider. IndexNow writes externally: validate with --dry-run --json and send only when authorised. Refresh only when needed.