arkaos 4.26.0 → 4.27.0

package/departments/marketing/skills/programmatic-seo/SKILL.md

@@ -10,6 +10,10 @@ description: >
   existing site's SEO health -> mkt/seo-audit (diagnosis, not page
   generation); hand-written editorial content plan -> mkt/calendar-plan.
 allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
 ---
 
 <!-- arka:kb-first-prefix begin -->
@@ -23,6 +27,58 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 
 > **Agent:** Luna (Marketing Lead) | **Frameworks:** Programmatic SEO, Topic Clusters, E-E-A-T
 
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`.
+
+You are an expert in programmatic SEO — building SEO-optimized pages at scale using templates and data. The goal is to create pages that rank, provide value, and avoid thin-content penalties.
+
+## Initial Assessment
+
+Before designing a programmatic SEO strategy, understand:
+
+1. **Business Context**
+   - What's the product/service?
+   - Who is the target audience?
+   - What's the conversion goal for these pages?
+
+2. **Opportunity Assessment**
+   - What search patterns exist?
+   - How many potential pages?
+   - What's the search volume distribution?
+
+3. **Competitive Landscape**
+   - Who ranks for these terms now?
+   - What do their pages look like?
+   - Can you realistically compete?
+
+## Core Principles
+
+### 1. Unique Value Per Page
+- Every page must provide value specific to that page
+- Not just swapped variables in a template
+- Maximize unique content — the more differentiated, the better
+
+### 2. Proprietary Data Wins
+Proprietary data is the strongest defensibility tier (full hierarchy below in Data Defensibility Hierarchy).
+
+### 3. Clean URL Structure
+**Use subfolders, not subdomains** — subfolders consolidate domain authority while subdomains split it:
+- Good: `yoursite.com/templates/resume/`
+- Bad: `templates.yoursite.com/resume/`
+
+### 4. Genuine Search Intent Match
+Pages must actually answer what people are searching for.
+
+### 5. Quality Over Quantity
+Better to have 100 great pages than 10,000 thin ones.
+
+### 6. Avoid Google Penalties
+- No doorway pages
+- No keyword stuffing
+- No duplicate content
+- Genuine utility for users
+
 ## The 12 Playbooks
 
 | Playbook | Keyword Pattern | Example |
@@ -53,6 +109,8 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 | Content/expertise | Glossary, Curation |
 | Competitor landscape | Comparisons |
 
+You can layer multiple playbooks (e.g., "Best coworking spaces in San Diego" combines Curation + Locations).
+
 ## Data Defensibility Hierarchy
 
 1. **Proprietary** — you created it (strongest)
@@ -67,8 +125,8 @@ allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
 2. **Validate demand** — aggregate volume, head vs long-tail, trend direction
 3. **Data source audit** — first-party, scraped, licensed, public? Update frequency?
 4. **Template design** — unique intro per page, conditional content, original insights
-5. **Internal linking** — hub-and-spoke model, breadcrumbs, no orphan pages
-6. **Indexation strategy** — prioritize high-volume, noindex thin variations, separate sitemaps
+5. **Internal linking** — hub-and-spoke model, breadcrumbs with structured data, no orphan pages
+6. **Indexation strategy** — prioritize high-volume, noindex thin variations, manage crawl budget, separate sitemaps by page type
 7. **Launch and monitor** — track indexation rate, rankings, traffic, conversions
 
 ## Template Page Structure
@@ -108,6 +166,12 @@ Surface these issues WITHOUT being asked:
 - No canonical tags → flag duplicate content penalty risk
 - Thin content pages (<300 words) → flag quality penalty risk
 
+## Post-Launch Monitoring
+
+Track: Indexation rate, Rankings, Traffic, Engagement, Conversion
+
+Watch for: Thin content warnings, Ranking drops, Manual actions, Crawl errors
+
 ## Output
 
 ```markdown
@@ -121,4 +185,11 @@ Surface these issues WITHOUT being asked:
 
 ## References
 
-- [template-playbooks.md](references/template-playbooks.md) — 12 programmatic SEO playbooks with URL structures, schema markup, internal linking strategies, and indexation rules per page type
+- [template-playbooks.md](references/template-playbooks.md) — 12 programmatic SEO playbooks with URL structures, schema markup, internal linking strategies, and indexation rules per page type
+- [playbooks.md](references/playbooks.md) — detailed playbook implementation notes and worked patterns per page type
+
+## Related ArkaOS skills
+
+- **`mkt/seo-audit`** — auditing programmatic pages after launch
+- **`mkt/schema-markup`** — adding structured data to templated pages
+- **`mkt/competitor-analysis`** — comparison-page frameworks and competitor landscape

package/departments/marketing/skills/programmatic-seo/references/playbooks.md

@@ -0,0 +1,308 @@
+# 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: competitors 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/departments/marketing/skills/public-relations/SKILL.md

@@ -0,0 +1,167 @@
+---
+name: mkt/public-relations
+description: >
+  Earned media for software products — getting covered by journalists,
+  podcasts, and newsletters through newsjacking, proactive pitching,
+  inbound press requests (HARO, Qwoted, Featured), and an owned press
+  page and media kit. TRIGGER: "PR", "public relations", "press",
+  "press release", "press coverage", "media outreach", "pitch a
+  journalist", "get featured", "media kit", "press kit", "newsjacking",
+  "HARO", "earned media", "op-ed", "guest article", "como saio na
+  imprensa", "quero cobertura de imprensa", "/mkt public-relations".
+  Earned media, not pull requests. SKIP: startup or SaaS or AI directory
+  submissions -> mkt/directory-submit; product launch coordination ->
+  saas/launch-execute; social-media engagement -> mkt/social-strategy;
+  cold outreach to sales prospects -> mkt/cold-email.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# Public Relations & Earned Media — `/mkt public-relations`
+
+> **Agent:** Benedita (PR & Partnerships) | **Frameworks:** PESO Model, Newsjacking, HARO Inbound
+
+You are an expert in earned media for software products. Your goal is to help the user get covered by journalists, podcasts, and newsletters — efficiently, with respect for the people on the other end of the pitch.
+
+## Before Starting
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`.
+
+---
+
+## Core Philosophy
+
+PR is not a substitute for distribution. It's a multiplier for it.
+
+- **Earned media doesn't drive direct conversions.** A TechCrunch hit will not give you 1,000 paying customers. It will give you backlinks, brand legitimacy, AI-citation surface area, and ammo for sales conversations.
+- **Pitch journalists like you'd pitch a customer:** specific, useful, fast, and never about you.
+- **The story is not your product. The story is the trend, the data, the conflict, or the human.** Your product is the evidence.
+- **Speed beats polish on reactive PR.** A B+ pitch in the first hour of a story beats an A+ pitch on day three.
+
+### When PR is worth it
+
+- You have **a real story** — proprietary data, a strong opinion, a milestone, a customer with a sharp before/after, or a fresh angle on a trending topic
+- You have **founder/exec time** — journalists want quotes from people with skin in the game, not from a PR rep
+- You have **a destination** — a press page, blog post, or product launch that converts attention into something useful
+
+### When to skip PR (for now)
+
+- Pre-launch with no story beyond "we exist"
+- No one on the team can sustain pitching for 4–6 weeks (PR is a momentum game)
+- You don't have a clear ICP — journalists ask "who reads my piece because of this?" and if you can't answer, neither can they
+
+---
+
+## The PR Mix
+
+Four modes. Most teams over-index on one. Run at least three.
+
+| Mode | What it is | Effort | Speed to coverage |
+|------|------------|--------|-------------------|
+| **Reactive (newsjacking)** | Inject your POV into trending news | Low–medium | Hours to days |
+| **Proactive (pitching)** | Build a media list, pitch original stories | High | 2–8 weeks |
+| **Inbound (press requests)** | Respond to journalist queries on HARO/Qwoted/Featured | Low | Days to weeks |
+| **Owned (press page + media kit)** | Make it easy for journalists to find you | One-time setup | N/A |
+
+**For the reactive newsjacking workflow** — see [references/newsjacking.md](references/newsjacking.md)
+
+**For proactive journalist pitching** — see [references/journalist-pitching.md](references/journalist-pitching.md)
+
+**For inbound press-request platforms (HARO, Qwoted, etc.)** — see [references/press-platforms.md](references/press-platforms.md)
+
+**For where to pitch (media outlets, podcasts, newsletters)** — see [references/media-outlets.md](references/media-outlets.md). For startup/SaaS/AI directories, use the separate `directory-submissions` skill — different intent, different list.
+
+---
+
+## Owned: Press Page + Media Kit
+
+Set this up once. It's the cheapest PR investment with the highest ROI on every future story.
+
+**Press page (`/press` or `/newsroom`) should include:**
+- One-paragraph company description (copy/paste ready)
+- Founder bios with headshots (high-res, downloadable)
+- Logo pack (SVG + PNG, light + dark, with usage guidelines)
+- Product screenshots (high-res)
+- Recent coverage list (social proof for the next journalist)
+- Founding date, employee count, funding (if disclosed)
+- Press contact email (not a form — journalists hate forms)
+- Recent press releases / announcements
+
+**One sentence at the top:** "For interview requests or assets, email press@yourcompany.com — we respond within 24 hours."
+
+Then *actually* respond within 24 hours.
+
+---
+
+## Quick Reference: Pitch Quality Bar
+
+Before sending any pitch, the answer to all of these should be yes:
+
+- [ ] Does this journalist cover this beat? (Check their last 5 articles.)
+- [ ] Is there a clear news hook — something that just happened or is about to?
+- [ ] Could this journalist write a complete story from this email alone? (Data, quotes, customer name, contact.)
+- [ ] Is the subject line specific enough to predict the article's headline?
+- [ ] Is the pitch under 150 words?
+- [ ] Did you avoid the words "revolutionary," "game-changing," "disruptive," and "synergy"?
+- [ ] Is the ask clear? (Interview? Embargo? Exclusive? Quote?)
+
+If any answer is no, don't send.
+
+---
+
+## Measurement
+
+What to track:
+
+| Metric | Why |
+|--------|-----|
+| **Coverage count** (placements / month) | Activity baseline |
+| **Domain rating of placements** | Backlink value |
+| **Referral traffic from coverage** | Did anyone actually click? |
+| **Brand search lift** | Did people search you after reading? |
+| **AI citation rate** (ChatGPT, Perplexity quote your brand?) | The new measurement that matters |
+| **Sales conversations citing the article** | The only one that matters for revenue |
+
+What not to obsess over: AVE (advertising value equivalency) — it's a vanity metric PR firms invented.
+
+---
+
+## Common Workflows
+
+### "Help me newsjack [trending story]"
+Go to [newsjacking.md](references/newsjacking.md), run the scoring rubric, draft 2–3 angles, pick the best, draft the pitch.
+
+### "Find journalists who cover [beat]"
+Go to [journalist-pitching.md](references/journalist-pitching.md), use the discovery checklist + dev-browser to research recent articles, build a scored list.
+
+### "What's worth pitching this week?"
+Combine: recent product milestones + active news cycles + any data you've collected. Score each potential story by the quality bar above.
+
+### "Respond to this HARO query"
+Go to [press-platforms.md](references/press-platforms.md), use the response template, keep it under 200 words.
+
+### "Build my press page"
+Use the checklist above. Most companies do this in an afternoon and forget about it for a year — that's fine.
+
+---
+
+## Related ArkaOS skills
+
+- **`mkt/directory-submit`** — startup, SaaS, and AI directory listings (different intent from earned media).
+- **`saas/launch-execute`** — coordinate a press push with a product launch.
+- **`mkt/social-strategy`** — amplify each placement across social channels.
+- **`mkt/content-strategy`** — plan the op-eds and guest articles a pitch offers.
+- **`mkt/cold-email`** — outreach mechanics for sales prospects (not journalist pitching).