@miranda0808/maya-codex 0.1.0

package/payload/.agents/skills/programmatic-seo/references/playbooks.md

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+# The 12 Programmatic SEO Playbooks
+
+Beyond mixing and matching data point permutations, these are the proven playbooks for programmatic SEO.
+
+## Contents
+- 1. Templates
+- 2. Curation
+- 3. Conversions
+- 4. Comparisons
+- 5. Examples
+- 6. Locations
+- 7. Personas
+- 8. Integrations
+- 9. Glossary
+- 10. Translations
+- 11. Directory
+- 12. Profiles
+- Choosing Your Playbook (Match to Your Assets, Combine Playbooks)
+
+## 1. Templates
+
+**Pattern**: "[Type] template" or "free [type] template"
+**Example searches**: "resume template", "invoice template", "pitch deck template"
+
+**What it is**: Downloadable or interactive templates users can use directly.
+
+**Why it works**:
+- High intent—people need it now
+- Shareable/linkable assets
+- Natural for product-led companies
+
+**Value requirements**:
+- Actually usable templates (not just previews)
+- Multiple variations per type
+- Quality comparable to paid options
+- Easy download/use flow
+
+**URL structure**: `/templates/[type]/` or `/templates/[category]/[type]/`
+
+---
+
+## 2. Curation
+
+**Pattern**: "best [category]" or "top [number] [things]"
+**Example searches**: "best website builders", "top 10 crm software", "best free design tools"
+
+**What it is**: Curated lists ranking or recommending options in a category.
+
+**Why it works**:
+- Comparison shoppers searching for guidance
+- High commercial intent
+- Evergreen with updates
+
+**Value requirements**:
+- Genuine evaluation criteria
+- Real testing or expertise
+- Regular updates (date visible)
+- Not just affiliate-driven rankings
+
+**URL structure**: `/best/[category]/` or `/[category]/best/`
+
+---
+
+## 3. Conversions
+
+**Pattern**: "[X] to [Y]" or "[amount] [unit] in [unit]"
+**Example searches**: "$10 USD to GBP", "100 kg to lbs", "pdf to word"
+
+**What it is**: Tools or pages that convert between formats, units, or currencies.
+
+**Why it works**:
+- Instant utility
+- Extremely high search volume
+- Repeat usage potential
+
+**Value requirements**:
+- Accurate, real-time data
+- Fast, functional tool
+- Related conversions suggested
+- Mobile-friendly interface
+
+**URL structure**: `/convert/[from]-to-[to]/` or `/[from]-to-[to]-converter/`
+
+---
+
+## 4. Comparisons
+
+**Pattern**: "[X] vs [Y]" or "[X] alternative"
+**Example searches**: "webflow vs wordpress", "notion vs coda", "figma alternatives"
+
+**What it is**: Head-to-head comparisons between products, tools, or options.
+
+**Why it works**:
+- High purchase intent
+- Clear search pattern
+- Scales with number of competitors
+
+**Value requirements**:
+- Honest, balanced analysis
+- Actual feature comparison data
+- Clear recommendation by use case
+- Updated when products change
+
+**URL structure**: `/compare/[x]-vs-[y]/` or `/[x]-vs-[y]/`
+
+*See also: competitor-alternatives skill for detailed frameworks*
+
+---
+
+## 5. Examples
+
+**Pattern**: "[type] examples" or "[category] inspiration"
+**Example searches**: "saas landing page examples", "email subject line examples", "portfolio website examples"
+
+**What it is**: Galleries or collections of real-world examples for inspiration.
+
+**Why it works**:
+- Research phase traffic
+- Highly shareable
+- Natural for design/creative tools
+
+**Value requirements**:
+- Real, high-quality examples
+- Screenshots or embeds
+- Categorization/filtering
+- Analysis of why they work
+
+**URL structure**: `/examples/[type]/` or `/[type]-examples/`
+
+---
+
+## 6. Locations
+
+**Pattern**: "[service/thing] in [location]"
+**Example searches**: "coworking spaces in san diego", "dentists in austin", "best restaurants in brooklyn"
+
+**What it is**: Location-specific pages for services, businesses, or information.
+
+**Why it works**:
+- Local intent is massive
+- Scales with geography
+- Natural for marketplaces/directories
+
+**Value requirements**:
+- Actual local data (not just city name swapped)
+- Local providers/options listed
+- Location-specific insights (pricing, regulations)
+- Map integration helpful
+
+**URL structure**: `/[service]/[city]/` or `/locations/[city]/[service]/`
+
+---
+
+## 7. Personas
+
+**Pattern**: "[product] for [audience]" or "[solution] for [role/industry]"
+**Example searches**: "payroll software for agencies", "crm for real estate", "project management for freelancers"
+
+**What it is**: Tailored landing pages addressing specific audience segments.
+
+**Why it works**:
+- Speaks directly to searcher's context
+- Higher conversion than generic pages
+- Scales with personas
+
+**Value requirements**:
+- Genuine persona-specific content
+- Relevant features highlighted
+- Testimonials from that segment
+- Use cases specific to audience
+
+**URL structure**: `/for/[persona]/` or `/solutions/[industry]/`
+
+---
+
+## 8. Integrations
+
+**Pattern**: "[your product] [other product] integration" or "[product] + [product]"
+**Example searches**: "slack asana integration", "zapier airtable", "hubspot salesforce sync"
+
+**What it is**: Pages explaining how your product works with other tools.
+
+**Why it works**:
+- Captures users of other products
+- High intent (they want the solution)
+- Scales with integration ecosystem
+
+**Value requirements**:
+- Real integration details
+- Setup instructions
+- Use cases for the combination
+- Working integration (not vaporware)
+
+**URL structure**: `/integrations/[product]/` or `/connect/[product]/`
+
+---
+
+## 9. Glossary
+
+**Pattern**: "what is [term]" or "[term] definition" or "[term] meaning"
+**Example searches**: "what is pSEO", "api definition", "what does crm stand for"
+
+**What it is**: Educational definitions of industry terms and concepts.
+
+**Why it works**:
+- Top-of-funnel awareness
+- Establishes expertise
+- Natural internal linking opportunities
+
+**Value requirements**:
+- Clear, accurate definitions
+- Examples and context
+- Related terms linked
+- More depth than a dictionary
+
+**URL structure**: `/glossary/[term]/` or `/learn/[term]/`
+
+---
+
+## 10. Translations
+
+**Pattern**: Same content in multiple languages
+**Example searches**: "qué es pSEO", "was ist SEO", "マーケティングとは"
+
+**What it is**: Your content translated and localized for other language markets.
+
+**Why it works**:
+- Opens entirely new markets
+- Lower competition in many languages
+- Multiplies your content reach
+
+**Value requirements**:
+- Quality translation (not just Google Translate)
+- Cultural localization
+- hreflang tags properly implemented
+- Native speaker review
+
+**URL structure**: `/[lang]/[page]/` or `yoursite.com/es/`, `/de/`, etc.
+
+---
+
+## 11. Directory
+
+**Pattern**: "[category] tools" or "[type] software" or "[category] companies"
+**Example searches**: "ai copywriting tools", "email marketing software", "crm companies"
+
+**What it is**: Comprehensive directories listing options in a category.
+
+**Why it works**:
+- Research phase capture
+- Link building magnet
+- Natural for aggregators/reviewers
+
+**Value requirements**:
+- Comprehensive coverage
+- Useful filtering/sorting
+- Details per listing (not just names)
+- Regular updates
+
+**URL structure**: `/directory/[category]/` or `/[category]-directory/`
+
+---
+
+## 12. Profiles
+
+**Pattern**: "[person/company name]" or "[entity] + [attribute]"
+**Example searches**: "stripe ceo", "airbnb founding story", "elon musk companies"
+
+**What it is**: Profile pages about notable people, companies, or entities.
+
+**Why it works**:
+- Informational intent traffic
+- Builds topical authority
+- Natural for B2B, news, research
+
+**Value requirements**:
+- Accurate, sourced information
+- Regularly updated
+- Unique insights or aggregation
+- Not just Wikipedia rehash
+
+**URL structure**: `/people/[name]/` or `/companies/[name]/`
+
+---
+
+## Choosing Your Playbook
+
+### Match to Your Assets
+
+| If you have... | Consider... |
+|----------------|-------------|
+| Proprietary data | Stats, Directories, Profiles |
+| Product with integrations | Integrations |
+| Design/creative product | Templates, Examples |
+| Multi-segment audience | Personas |
+| Local presence | Locations |
+| Tool or utility product | Conversions |
+| Content/expertise | Glossary, Curation |
+| International potential | Translations |
+| Competitor landscape | Comparisons |
+
+### Combine Playbooks
+
+You can layer multiple playbooks:
+- **Locations + Personas**: "Marketing agencies for startups in Austin"
+- **Curation + Locations**: "Best coworking spaces in San Diego"
+- **Integrations + Personas**: "Slack for sales teams"
+- **Glossary + Translations**: Multi-language educational content

package/payload/.agents/skills/referral-program/SKILL.md

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+---
+name: referral-program
+description: "When the user wants to create, optimize, or analyze a referral program, affiliate program, or word-of-mouth strategy. Also use when the user mentions 'referral,' 'affiliate,' 'ambassador,' 'word of mouth,' 'viral loop,' 'refer a friend,' 'partner program,' 'referral incentive,' 'how to get referrals,' 'customers referring customers,' or 'affiliate payout.' Use this whenever someone wants existing users or partners to bring in new customers. For launch-specific virality, see launch-strategy."
+metadata:
+  version: 1.1.0
+---
+
+# Referral & Affiliate Programs
+
+You are an expert in viral growth and referral marketing. Your goal is to help design and optimize programs that turn customers into growth engines.
+
+## Before Starting
+
+**Use approved context inputs first:**
+In Maya task workflows, start with the approved `TASK-PACKET.md` inputs and listed brand sections. If `PRODUCT.md` is explicitly provided or the work is being done in consult-style standalone usage, read `PRODUCT.md` before asking questions. If `PRODUCT.md` is missing, do not pretend the output is fully brand-calibrated.
+
+Gather this context (ask if not provided):
+
+### 1. Program Type
+- Customer referral program, affiliate program, or both?
+- B2B or B2C?
+- What's the average customer LTV?
+- What's your current CAC from other channels?
+
+### 2. Current State
+- Existing referral/affiliate program?
+- Current referral rate (% who refer)?
+- What incentives have you tried?
+
+### 3. Product Fit
+- Is your product shareable?
+- Does it have network effects?
+- Do customers naturally talk about it?
+
+### 4. Resources
+- Tools/platforms you use or consider?
+- Budget for referral incentives?
+
+---
+
+## Referral vs. Affiliate
+
+### Customer Referral Programs
+
+**Best for:**
+- Existing customers recommending to their network
+- Products with natural word-of-mouth
+- Lower-ticket or self-serve products
+
+**Characteristics:**
+- Referrer is an existing customer
+- One-time or limited rewards
+- Higher trust, lower volume
+
+### Affiliate Programs
+
+**Best for:**
+- Reaching audiences you don't have access to
+- Content creators, influencers, bloggers
+- Higher-ticket products that justify commissions
+
+**Characteristics:**
+- Affiliates may not be customers
+- Ongoing commission relationship
+- Higher volume, variable trust
+
+---
+
+## Referral Program Design
+
+### The Referral Loop
+
+```
+Trigger Moment → Share Action → Convert Referred → Reward → (Loop)
+```
+
+### Step 1: Identify Trigger Moments
+
+**High-intent moments:**
+- Right after first "aha" moment
+- After achieving a milestone
+- After exceptional support
+- After renewing or upgrading
+
+### Step 2: Design Share Mechanism
+
+**Ranked by effectiveness:**
+1. In-product sharing (highest conversion)
+2. Personalized link
+3. Email invitation
+4. Social sharing
+5. Referral code (works offline)
+
+### Step 3: Choose Incentive Structure
+
+**Single-sided rewards** (referrer only): Simpler, works for high-value products
+
+**Double-sided rewards** (both parties): Higher conversion, win-win framing
+
+**Tiered rewards**: Gamifies referral process, increases engagement
+
+**For examples and incentive sizing**: See [references/program-examples.md](references/program-examples.md)
+
+---
+
+## Program Optimization
+
+### Improving Referral Rate
+
+**If few customers are referring:**
+- Ask at better moments
+- Simplify sharing process
+- Test different incentive types
+- Make referral prominent in product
+
+**If referrals aren't converting:**
+- Improve landing experience for referred users
+- Strengthen incentive for new users
+- Ensure referrer's endorsement is visible
+
+### A/B Tests to Run
+
+**Incentive tests:** Amount, type, single vs. double-sided, timing
+
+**Messaging tests:** Program description, CTA copy, landing page copy
+
+**Placement tests:** Where and when the referral prompt appears
+
+### Common Problems & Fixes
+
+| Problem | Fix |
+|---------|-----|
+| Low awareness | Add prominent in-app prompts |
+| Low share rate | Simplify to one click |
+| Low conversion | Optimize referred user experience |
+| Fraud/abuse | Add verification, limits |
+| One-time referrers | Add tiered/gamified rewards |
+
+---
+
+## Measuring Success
+
+### Key Metrics
+
+**Program health:**
+- Active referrers (referred someone in last 30 days)
+- Referral conversion rate
+- Rewards earned/paid
+
+**Business impact:**
+- % of new customers from referrals
+- CAC via referral vs. other channels
+- LTV of referred customers
+- Referral program ROI
+
+### Typical Findings
+
+- Referred customers have 16-25% higher LTV
+- Referred customers have 18-37% lower churn
+- Referred customers refer others at 2-3x rate
+
+---
+
+## Launch Checklist
+
+### Before Launch
+- [ ] Define program goals and success metrics
+- [ ] Design incentive structure
+- [ ] Build or configure referral tool
+- [ ] Create referral landing page
+- [ ] Set up tracking and attribution
+- [ ] Define fraud prevention rules
+- [ ] Create terms and conditions
+- [ ] Test complete referral flow
+
+### Launch
+- [ ] Announce to existing customers
+- [ ] Add in-app referral prompts
+- [ ] Update website with program details
+- [ ] Brief support team
+
+### Post-Launch (First 30 Days)
+- [ ] Review conversion funnel
+- [ ] Identify top referrers
+- [ ] Gather feedback
+- [ ] Fix friction points
+- [ ] Send reminder emails to non-referrers
+
+---
+
+## Email Sequences
+
+### Referral Program Launch
+
+```
+Subject: You can now earn [reward] for sharing [Product]
+
+We just launched our referral program!
+
+Share [Product] with friends and earn [reward] for each signup.
+They get [their reward] too.
+
+[Unique referral link]
+
+1. Share your link
+2. Friend signs up
+3. You both get [reward]
+```
+
+### Referral Nurture Sequence
+
+- Day 7: Remind about referral program
+- Day 30: "Know anyone who'd benefit?"
+- Day 60: Success story + referral prompt
+- After milestone: "You achieved [X]—know others who'd want this?"
+
+---
+
+## Affiliate Programs
+
+**For detailed affiliate program design, commission structures, recruitment, and tools**: See [references/affiliate-programs.md](references/affiliate-programs.md)
+
+---
+
+## Task-Specific Questions
+
+1. What type of program (referral, affiliate, or both)?
+2. What's your customer LTV and current CAC?
+3. Existing program or starting from scratch?
+4. What tools/platforms are you considering?
+5. What's your budget for rewards/commissions?
+6. Is your product naturally shareable?
+
+---
+
+## Tool Integrations
+
+For implementation, see the [tools registry](../../tools/REGISTRY.md). Key tools for referral programs:
+
+| Tool | Best For | Guide |
+|------|----------|-------|
+| **Rewardful** | Stripe-native affiliate programs | [rewardful.md](../../tools/integrations/rewardful.md) |
+| **Tolt** | SaaS affiliate programs | [tolt.md](../../tools/integrations/tolt.md) |
+| **Mention Me** | Enterprise referral programs | [mention-me.md](../../tools/integrations/mention-me.md) |
+| **Dub.co** | Link tracking and attribution | [dub-co.md](../../tools/integrations/dub-co.md) |
+| **Stripe** | Payment processing (for commission tracking) | [stripe.md](../../tools/integrations/stripe.md) |
+
+---
+
+## Related Skills
+
+- **launch-strategy**: For launching referral program effectively
+- **email-sequence**: For referral nurture campaigns
+- **marketing-psychology**: For understanding referral motivation
+- **analytics-tracking**: For tracking referral attribution

package/payload/.agents/skills/referral-program/evals/evals.json

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+{
+  "skill_name": "referral-program",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Help me design a referral program for our SaaS product. We're a $49/month project management tool with about 1,000 customers. We want to encourage word-of-mouth growth.",
+      "expected_output": "Should use approved TASK-PACKET.md inputs first in Maya task workflows, and read PRODUCT.md directly when it is explicitly provided or when the work is consult-style standalone. Should distinguish between referral and affiliate programs (this is referral — existing customers referring peers). Should design the referral loop: trigger point (when to ask for referral), share mechanism (unique link, email invite, social share), conversion flow (what the referred person experiences), and reward structure. Should recommend incentive type: double-sided recommended (both referrer and referred get value). Should suggest specific incentives appropriate for $49/month SaaS (e.g., free month for both). Should include the launch checklist. Should recommend tool integrations (Rewardful, Tolt, etc.).",
+      "assertions": [
+        "Uses approved TASK-PACKET.md inputs or PRODUCT.md context first",
+        "Distinguishes referral from affiliate",
+        "Designs the referral loop (trigger, share, convert, reward)",
+        "Recommends double-sided incentive structure",
+        "Suggests specific incentives for the price point",
+        "Includes launch checklist",
+        "Recommends tool integrations"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "We have a referral program but only 5% of customers have ever referred someone. How do we increase participation?",
+      "expected_output": "Should apply the program optimization guidance. Should diagnose low participation: are customers aware of the program? Is the trigger point well-timed? Is the incentive compelling enough? Is sharing easy? Should recommend optimization tactics: better placement/visibility, timing referral asks at peak satisfaction moments, improving the incentive, simplifying the share mechanism, adding referral reminders in email and in-app. Should provide specific experiment ideas to test improvements.",
+      "assertions": [
+        "Applies program optimization guidance",
+        "Diagnoses potential causes of low participation",
+        "Checks awareness, timing, incentive, and friction",
+        "Recommends optimization tactics",
+        "Suggests timing referral asks at satisfaction moments",
+        "Provides experiment ideas"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "should we do referral or affiliate? we sell online courses for $199-499 and want to get other creators and influencers to promote us.",
+      "expected_output": "Should trigger on casual phrasing. Should apply the referral vs affiliate distinction clearly. For this use case (getting creators/influencers to promote), should recommend an affiliate program (not referral — affiliates are third-party promoters, not existing customers). Should apply the affiliate program section guidance: commission structure for digital products (typically 20-40% for courses), cookie duration, payout terms, affiliate onboarding. Should recommend affiliate platforms/tools appropriate for course creators.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Clearly distinguishes referral from affiliate",
+        "Recommends affiliate for this use case",
+        "Provides commission structure guidance for courses",
+        "Addresses cookie duration and payout terms",
+        "Recommends appropriate affiliate platforms"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "What incentive structure works best? We've been offering $10 off for referrers but it's not working. Our product is $29/month.",
+      "expected_output": "Should evaluate the current incentive: $10 off on a $29/month product is significant but only benefits the referrer (single-sided). Should recommend testing double-sided incentives (both parties get value). Should discuss incentive types: account credit, free months, feature upgrades, cash. Should apply the tiered incentive concept (increasing rewards for multiple referrals). Should provide specific alternative incentive structures to test. Should note that incentive alone may not be the problem — placement and timing matter too.",
+      "assertions": [
+        "Evaluates current incentive structure",
+        "Identifies as single-sided and recommends double-sided",
+        "Discusses multiple incentive types",
+        "Applies tiered incentive concept",
+        "Provides specific alternatives to test",
+        "Notes incentive may not be the only issue"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "How do we measure the success of our referral program? What metrics should we track?",
+      "expected_output": "Should apply the measuring success framework. Should define key metrics: participation rate (% of customers who refer), share rate (referrals sent per participant), conversion rate (referred visitors who become customers), viral coefficient (k-factor), customer acquisition cost via referral vs other channels, referred customer LTV vs organic customer LTV. Should recommend tracking tools and dashboards. Should provide benchmark ranges for each metric.",
+      "assertions": [
+        "Applies measuring success framework",
+        "Defines participation rate, share rate, conversion rate",
+        "Includes viral coefficient / k-factor",
+        "Compares referral CAC to other channels",
+        "Compares referred customer LTV to organic",
+        "Recommends tracking approach",
+        "Provides benchmark ranges"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Can you write the referral invitation emails? I need the email that goes out when someone shares their referral link.",
+      "expected_output": "Should recognize this overlaps with email writing. Should apply the referral email sequence section from the skill for referral-specific emails. However, for detailed email sequence design (multi-email nurture for referred users), should cross-reference the email-sequence skill. Should provide the referral invitation email but note that broader email sequence work is handled by email-sequence.",
+      "assertions": [
+        "Applies referral email section from the skill",
+        "Provides referral invitation email guidance",
+        "Cross-references email-sequence for broader email work",
+        "Provides specific referral email copy or template"
+      ],
+      "files": []
+    }
+  ]
+}