ceo-orchestration 1.0.0

package/.claude/skills/domains/marketing-global/skills/reddit-community-builder/SKILL.md

@@ -0,0 +1,295 @@
+---
+name: reddit-community-builder
+description: Reddit community participation and brand presence — subreddit-specific
+  norms, mod relations, AMA discipline, value-first contribution, and anti-self-promotion
+  compliance. Covers subreddit research, 9:1 contribution ratio, karma-threshold
+  awareness, downvote-brigade triage, and per-sub flair governance. Use when planning
+  a brand's Reddit entry, authoring posts or comments for community contribution,
+  coordinating an AMA, managing a mod relationship, or triaging a downvote event.
+owner: Reddit Community Builder (domain persona)
+tier: domain:marketing-global
+scope_tags: [reddit, subreddit-norms, ama-protocol, mod-relations, value-first, anti-self-promo]
+inspired_by:
+  - source: msitarzewski/agency-agents/marketing/marketing-reddit-community-builder.md@783f6a72bfd7f3135700ac273c619d92821b419a
+    license: MIT
+    relationship: structural_inspiration
+    authored_by: ceo-orchestration framework
+    authored_at: 2026-05-07
+# --- smart-loading fields (PLAN-083 Wave 0b sub-agent 0.7c) ---
+domain: marketing-global
+priority: 8
+risk_class: low
+stack: []
+context_budget_tokens: 500
+inactive_but_retained: true
+repo_profile_binding:
+  frontend: {active: false, priority: 10}
+  engine: {active: false, priority: 10}
+  fintech: {active: false, priority: 10}
+  trading-readonly: {active: false, priority: 10}
+  generic: {active: false, priority: 10}
+activation_triggers: []
+# --- K1 paths: native file-touch activation (PLAN-135 W3 unit k1a) ---
+paths:
+  - "**/reddit/**"
+  - "**/ama/**"
+---
+
+# Reddit Community Builder
+
+## Cardinal Rule
+
+If a brand's only function on a subreddit is promoting its own product,
+the community has identified the account before the second post lands.
+Every contribution must provide value that stands on its own merits,
+independent of any affiliation with the brand.
+
+## Fail-Fast Rule
+
+Stop community activity and escalate to strategy review when any of
+the following conditions hold:
+
+- A post is removed by moderators within 24 hours of submission for
+  violating subreddit rules — the subreddit's norms were insufficiently
+  researched before the post was made.
+- The account's post-to-comment ratio exceeds 1:3 in a given 30-day
+  window — the participation pattern has shifted from contribution to
+  broadcasting.
+- A moderator issues a warning without a prior rule violation — the
+  tone or framing of contributions is misread as promotional even when
+  content is not.
+- A subreddit's karma threshold requirement is not met — posting before
+  building karma within the community violates the sub's implicit entry
+  contract.
+
+## When to Apply
+
+Apply this skill when:
+
+- Designing a brand's first-entry strategy for a target subreddit.
+- Authoring posts or comments intended as community contributions.
+- Coordinating an AMA session with a subject-matter expert or founder.
+- Managing an existing moderator relationship or responding to a
+  moderation action.
+- Triaging a downvote event or hostile thread mentioning the brand.
+- Selecting which subreddits to engage based on ICP fit.
+
+Do NOT apply to paid Reddit advertising (Promoted Posts) — that belongs
+to a paid-media profile. Do NOT apply to brand-crisis legal escalations
+— those require a dedicated incident commander protocol.
+
+## Subreddit Norms Frame
+
+Before the first contribution to any subreddit:
+
+1. Read at minimum three months of top and controversial posts, all
+   pinned/sticky posts, the sidebar rules, and the wiki if present.
+   This is not optional — it is the only reliable mechanism for
+   detecting unstated norms that supplement the written rules.
+2. Note the dominant post formats (link posts vs self-posts vs image
+   ratios), average comment depth, and the flair schema. Non-compliant
+   flair is a visible marker of an outsider account.
+3. Identify the sub's karma threshold for posting, if enforced. Verify
+   whether the threshold applies to subreddit-specific karma or
+   site-wide karma — the two are not interchangeable.
+4. Map the active moderators by username-pattern (not personal identity).
+   Note their stated specializations, the sub's mod-message policy, and
+   whether flair requests are handled via modmail or a pinned thread.
+5. Identify whether the sub operates on a ban-first or warn-first
+   enforcement culture by reviewing the moderation history visible in
+   removed-post flairs and ban explanations in public threads.
+
+## Contribution Discipline
+
+Reddit's community standard is a 9:1 ratio: nine value-adding
+contributions for each single piece of content that references the
+brand, its product, or any URL the brand controls. Inversion of this
+ratio — one value-add post followed by nine self-referential posts —
+is the single most reliable signal of a promotional account and
+triggers shadow restrictions or bans in well-moderated communities.
+
+Contribution types that constitute the nine:
+
+- Answering technical or domain questions with complete, sourced
+  responses that do not reference the brand.
+- Sharing third-party resources, research, or tooling that addresses
+  a documented community pain point.
+- Providing constructive feedback on another member's project, post,
+  or proposal without unsolicited product mentions.
+- Curating a summary or synthesis of community discussion that adds
+  interpretive value.
+
+Content that counts toward the one:
+
+- Any post or comment that names the brand, links to a brand-controlled
+  domain, or describes a product feature as a solution.
+- Any post that invites the community to an event the brand is hosting.
+
+The ratio is computed over rolling 30-day windows, not per-session.
+
+## AMA Protocol
+
+An AMA (Ask Me Anything) is the highest-leverage direct-engagement
+format on Reddit and also the highest-risk. Non-compliance with the
+protocol damages the brand's standing in the community more severely
+than most individual post failures.
+
+Pre-AMA requirements:
+
+1. Select the subject-matter expert (SME) based on demonstrated domain
+   depth, not organizational seniority alone. The community will detect
+   a figurehead without domain knowledge within the first five questions.
+2. Obtain moderator approval via modmail before scheduling. Provide the
+   SME's credentials, the proposed topic scope, and the intended
+   disclosure language. Do not announce the AMA publicly before mod
+   confirmation.
+3. Prepare a disclosure statement that identifies the SME's affiliation
+   with the brand in the first sentence of the AMA post. The disclosure
+   must appear before any topic framing.
+4. Verify that the SME can sustain a 2-4 hour active reply window on
+   the scheduled day. An AMA with a 40% question-response rate is
+   perceived as worse than no AMA.
+
+During the AMA:
+
+- Reply within the 2-4 hour active window to all substantive questions,
+  including hostile or skeptical ones.
+- Do not use canned or pre-drafted answers verbatim. Verbatim reuse is
+  detectable via phrasing uniformity and signals PR management rather
+  than genuine participation.
+- Acknowledge unanswerable questions explicitly rather than ignoring
+  them. "I cannot speak to that publicly at this time" is acceptable.
+  Non-response is not.
+
+Post-AMA:
+
+- Return within 24-48 hours to address any questions that were missed
+  during the live window, prioritizing those with upvotes.
+- Do not delete the AMA post after it concludes. Deletion signals
+  regret and is archived by the community regardless.
+
+## Mod Relations
+
+Moderators control the community's enforcement environment. Adversarial
+or transactional treatment of moderators compounds rule violations.
+
+Engagement norms:
+
+- Contact moderators via modmail, not direct message, for all
+  rule-clarification or flair-request inquiries. Direct message
+  bypasses the mod team's shared record.
+- Flair requests must cite the specific rule or wiki entry that creates
+  ambiguity — a request without a cited basis reads as entitlement.
+- After a post removal, wait 24 hours before submitting a modmail
+  inquiry about the removal reason. Immediate contact is read as
+  pressure.
+
+Rule-violation recovery:
+
+- Acknowledge the violation explicitly in the modmail response. Do not
+  contest the removal on procedural grounds unless the post was removed
+  in clear violation of the sub's own stated rules.
+- Offer a revised version of the content that addresses the stated
+  removal reason. Asking for clarification without offering a correction
+  extends the cycle.
+
+Ban-appeal protocol:
+
+- A ban appeal must be submitted to the sub's modmail, not to Reddit
+  admins, unless the ban was issued by Reddit's spam or safety systems.
+- Appeals that cite the account's prior positive contribution history
+  are more effective than appeals that contest the specific violation.
+- If a ban appeal is denied, accept the outcome. Repeated appeals are
+  logged and reduce the probability of reinstatement.
+
+## Crisis Response
+
+Not all negative signals on Reddit represent a crisis. Distinguishing
+a downvote brigade from legitimate criticism determines the response.
+
+Downvote brigade characteristics:
+
+- Vote velocity is disproportionate to comment engagement — hundreds
+  of downvotes with few or no substantive comments.
+- The downvoting pattern originates from a single thread elsewhere that
+  linked to the post with hostile framing.
+- The post's content addresses a topic with pre-existing community
+  polarization unrelated to the brand.
+
+Response: do not respond to the vote count. Post visibility adjustments
+in well-moderated subs are handled by moderators. Responding to the
+vote pattern draws attention to it.
+
+Legitimate criticism characteristics:
+
+- Multiple independent users raise the same substantive concern in
+  separate comment threads.
+- The criticism references verifiable facts about the brand's product,
+  behavior, or prior statements.
+- Moderators have not removed the criticism or classified it as
+  brigading.
+
+Response to legitimate criticism:
+
+- Acknowledge the concern in a reply within the same thread within
+  four hours of the first high-upvote comment raising it.
+- Do not delete the original post. Deletion is archived via third-party
+  services and read as admission of fault without resolution.
+- The edit window for a post is effectively unlimited, but edits to
+  the body of an AMA or community post must be marked as edits with a
+  timestamp. Unmarked edits that alter the original meaning are treated
+  as deception.
+
+## Subreddit Selection
+
+Subreddit selection criteria in priority order:
+
+1. ICP alignment: the sub's dominant demographic, problem set, and
+   vocabulary must overlap with the brand's target audience. A 50,000-
+   member sub where 80% of posts are within the ICP problem domain
+   outperforms a 2,000,000-member general sub where 2% of posts are
+   relevant.
+2. Moderation quality: active moderation indicates a community that
+   values norms compliance. Poorly moderated subs accumulate low-quality
+   content that reduces signal value of participation.
+3. Karma threshold feasibility: verify whether the threshold can be
+   reached organically within the planned engagement timeline without
+   fabricated participation.
+4. Growth trajectory: a sub growing at 5% monthly provides more
+   first-mover advantage than a mature sub with stable membership and
+   entrenched established accounts.
+
+Reject subs where the top posts by upvote count are consistently
+self-promotional, where the moderator team has not been active in
+the past 30 days, or where the sub's stated purpose conflicts with
+the brand's disclosure obligations.
+
+## Anti-patterns
+
+| Anti-pattern | Description | Consequence |
+|---|---|---|
+| Corporate voice | Formal prose, passive constructions, brand-speak in comments | Identified as promotional account; downvoted on detection |
+| Link spam | Posting brand URLs in multiple threads within a 7-day window without establishing prior comment presence | Automatic spam filter trigger; permanent shadow restriction in many subs |
+| Fake-question seeding | Creating or coordinating posts that appear to be genuine user questions but are designed to introduce the brand as the answer | Permanent ban on detection; community broadcast of the violation |
+| Engagement farming | Posting polls, "hot takes," or controversy-baiting threads designed to generate comment volume rather than inform | Post removed; reputational damage disproportionate to upvote gain |
+| Unsolicited DM outreach | Contacting subreddit members via private message after they post in a relevant thread | Violation of Reddit anti-spam policy; reported to site admins |
+| Paid-mod abuse | Offering or providing consideration to moderators in exchange for preferential treatment of posts or removal of negative content | Platform-level violation; ban of associated accounts |
+| Delete-and-repost | Removing a post after downvote or criticism and reposting it to reset the vote count | Community detects the pattern; subsequent posts treated with preemptive hostility |
+
+## Cross-References
+
+- `domains/marketing-global/skills/twitter-engager` — channel-specific
+  engagement norms for short-form text platforms; apply when presence
+  spans both Reddit and X/Twitter.
+- `domains/marketing-global/skills/content-creator` — long-form content
+  strategy and editorial discipline; apply when Reddit participation
+  drives traffic to owned content assets.
+- `domains/marketing-global/skills/social-media-strategist` — cross-
+  channel orchestration and brand voice governance; apply when Reddit
+  is one channel within a multi-platform presence.
+
+## ADR Anchors
+
+- **ADR-058** — creative-rewrite drop policy for domain skill authoring;
+  this skill is authored under the structural-inspiration relationship
+  and does not reproduce upstream prose.

package/.claude/skills/domains/marketing-global/skills/seo-specialist/SKILL.md

@@ -0,0 +1,352 @@
+---
+name: seo-specialist
+description: Technical and content SEO for software products — covers Core Web Vitals, schema.org JSON-LD, sitemap/robots governance, entity-aware content structure, canonical deduplication, and EEAT hardening. Drops keyword stuffing, cloaking, redirect chains, and AI-slop patterns.
+inspired_by:
+  - source: msitarzewski/agency-agents/marketing/marketing-seo-specialist.md@783f6a72bfd7f3135700ac273c619d92821b419a
+    license: MIT
+    relationship: structural_inspiration
+    authored_by: ceo-orchestration framework
+    authored_at: 2026-05-06
+# --- smart-loading fields (PLAN-083 Wave 0b sub-agent 0.7c) ---
+domain: marketing-global
+priority: 8
+risk_class: low
+stack: []
+context_budget_tokens: 500
+inactive_but_retained: true
+repo_profile_binding:
+  frontend: {active: false, priority: 10}
+  engine: {active: false, priority: 10}
+  fintech: {active: false, priority: 10}
+  trading-readonly: {active: false, priority: 10}
+  generic: {active: false, priority: 10}
+activation_triggers: []
+# --- K1 paths: native file-touch activation (PLAN-135 W3 unit k1a) ---
+paths:
+  - "**/seo/**"
+  - "**/sitemap*.xml"
+  - "**/robots.txt"
+---
+
+# SEO Specialist
+
+## Quando aplicar
+
+Invoke this skill when the task involves any of:
+
+- Auditing or authoring `sitemap.xml`, `robots.txt`, or canonical tags
+- Implementing `schema.org` structured data (JSON-LD)
+- Diagnosing Core Web Vitals regressions (LCP, INP, CLS)
+- Designing URL taxonomy, internal linking, or site architecture
+- Reviewing page-level on-page elements (title, H1, meta description, semantic HTML)
+- Investigating crawl budget waste or indexation gaps
+- Evaluating content strategy for topical authority or entity coverage
+- Identifying and resolving keyword cannibalization across pages
+- Auditing redirect chains, 4xx crawl errors, or orphaned pages
+
+Skip this skill for paid-search (SEM/PPC), social media advertising, or email marketing — those have separate profiles.
+
+## Hard rules
+
+These rules are non-negotiable. Violation triggers an immediate BLOCK verdict regardless of other quality signals:
+
+1. **White-hat only.** Never recommend cloaking, hidden text, link schemes, doorway pages, keyword stuffing, or any practice explicitly prohibited by the engine's quality guidelines (Google Search Essentials, Bing Webmaster Guidelines). If an optimization can only work by deceiving the crawler, drop it.
+
+2. **Canonical before optimization.** Before proposing any title, H1, or content change, verify canonical tag correctness and confirm no page self-conflicts (`<link rel="canonical" href="...">` must resolve to the intended URL, not a redirect target). Fixing a broken canonical beats any on-page optimization.
+
+3. **Crawl access before content.** A page blocked in `robots.txt` or marked `noindex` cannot rank. Verify crawl access exists before recommending content improvements.
+
+4. **Never fabricate metrics.** Do not invent search volume, Domain Authority, or ranking data. If data is unavailable, say so. Present estimates as estimates with sourcing.
+
+5. **EEAT is non-negotiable for YMYL topics.** Health, finance, legal, and safety content requires author entity markup (`schema.org/Person` with credentials), editorial policy link, and external citation density ≥ 1 per 500 words. Absence is a BLOCKER.
+
+6. **Redirect chains ≤ 1 hop.** A redirect chain of ≥ 2 hops leaks PageRank and slows crawl. Always resolve to a single 301.
+
+7. **Core Web Vitals thresholds are hard limits:**
+   - LCP ≤ 2.5 s (field data, 75th percentile)
+   - INP ≤ 200 ms (field data, 75th percentile)
+   - CLS ≤ 0.1 (field data, 75th percentile)
+   Exceeding these makes the page ineligible for the "page experience" ranking signals. Flag as CRITICAL if any threshold is missed.
+
+## Technical SEO foundations
+
+### Crawl infrastructure
+
+**`robots.txt` governance:**
+- One canonical `robots.txt` at `https://domain.com/robots.txt` (no redirects).
+- `Sitemap:` directive present; resolves to a valid URL without redirect.
+- Audit blocked paths quarterly — stale `Disallow` rules accumulate silently.
+- Disallow parameter-only URLs (e.g. `?sort=`, `?color=`) that generate thin duplicates.
+
+```txt
+User-agent: *
+Disallow: /admin/
+Disallow: /search?
+Disallow: /*?utm_*
+Sitemap: https://example.com/sitemap.xml
+```
+
+**`sitemap.xml` health:**
+- Every URL in the sitemap must return HTTP 200 and must be canonical (no 301 targets).
+- `<lastmod>` must reflect actual last-modified date — never use today's date as a blanket value; crawlers detect and stop trusting it.
+- Split sitemaps at ≤ 50,000 URLs or ≤ 50 MB uncompressed. Use a sitemap index.
+- Video, image, and news sitemaps are separate extensions — do not mix into the main URL sitemap.
+- Ratio of indexed URLs (Search Console) ÷ sitemap URL count is the crawl efficiency signal. Below 0.7 → investigate indexation blockers.
+
+```xml
+<?xml version="1.0" encoding="UTF-8"?>
+<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
+  <url>
+    <loc>https://example.com/blog/technical-seo-guide/</loc>
+    <lastmod>2026-04-15</lastmod>
+    <changefreq>monthly</changefreq>
+    <priority>0.8</priority>
+  </url>
+</urlset>
+```
+
+### Canonical deduplication
+
+The canonical tag declares the single authoritative URL for a piece of content. Rules:
+
+- Self-referencing canonical on every indexable page without exception.
+- Canonical must point to the final destination URL — not to a redirect.
+- Paginated content: each page is self-canonical (`/page/2/` → `rel="canonical" href="/page/2/"`). Do **not** point all pages to page 1 (that prevents indexation of valid deep links).
+- WWW vs non-WWW: pick one, enforce via 301 at the server/CDN level, self-canonical to the winner.
+- HTTP vs HTTPS: enforce HTTPS; canonical must use HTTPS scheme.
+- Trailing slash: pick one scheme per URL pattern and enforce consistently.
+
+### Structured data (schema.org JSON-LD)
+
+JSON-LD is preferred over Microdata — it is decoupled from HTML structure and easier to maintain.
+
+Required for most publishing contexts:
+```json
+{
+  "@context": "https://schema.org",
+  "@type": "Article",
+  "headline": "Technical SEO Foundations for Software Products",
+  "datePublished": "2026-04-01",
+  "dateModified": "2026-05-06",
+  "author": {
+    "@type": "Person",
+    "name": "Author Name",
+    "url": "https://example.com/authors/author-name/"
+  },
+  "publisher": {
+    "@type": "Organization",
+    "name": "Example Co",
+    "logo": {
+      "@type": "ImageObject",
+      "url": "https://example.com/logo.png"
+    }
+  },
+  "mainEntityOfPage": {
+    "@type": "WebPage",
+    "@id": "https://example.com/blog/technical-seo-guide/"
+  }
+}
+```
+
+Validate with Google's Rich Results Test before deploying. Structured data errors do not surface in `<head>` parsing — only in the validator.
+
+Additional schema types by content:
+- `FAQPage` — for Q&A sections targeting People Also Ask
+- `HowTo` — step-by-step instructional content
+- `Product` + `Offer` — e-commerce product pages
+- `BreadcrumbList` — site hierarchy navigation
+
+### Core Web Vitals — engineering controls
+
+**LCP (Largest Contentful Paint):**
+- Preload the LCP resource: `<link rel="preload" as="image" href="hero.webp">`.
+- Eliminate render-blocking CSS above the fold. Inline critical CSS.
+- Serve images in WebP/AVIF with proper `srcset` and `sizes`.
+- Use CDN with edge caching for static assets.
+
+**INP (Interaction to Next Paint):**
+- Move heavy computation off the main thread with `scheduler.postTask()` or `requestIdleCallback`.
+- Avoid synchronous `XMLHttpRequest` on user interaction paths.
+- Debounce/throttle rapid-fire event listeners.
+
+**CLS (Cumulative Layout Shift):**
+- Always set `width` + `height` attributes on `<img>` and `<video>` elements.
+- Reserve space for late-loading embeds (ads, iframes) with `aspect-ratio` in CSS.
+- Avoid injecting content above the fold after page load.
+
+### URL taxonomy
+
+- Descriptive keywords in URL slugs; no stop words, no URL-encoded characters.
+- Depth ≤ 4 levels from root (`/category/subcategory/page/` is maximum for most sites).
+- No underscores — use hyphens as word separators.
+- Stable URLs. Do not change slugs after indexation without redirecting.
+
+## Content SEO foundations
+
+### Entity-aware content structure
+
+Modern search engines model topics as entities (people, places, organizations, concepts) not keywords. Content targeting requires:
+
+- Primary entity declaration in H1 + first paragraph.
+- Supporting entity mentions distributed naturally — co-occurrence signals topical authority.
+- Internal links use descriptive anchor text matching the target page's primary entity.
+- External citations to high-authority entity sources (Wikipedia, gov sites, academic publishers) reinforce EEAT.
+
+### Keyword cannibalization prevention
+
+**Run a cannibalization audit before any title, H1, or content change.** Procedure:
+1. Query Search Console (Dimensions: page + query) for the target keyword cluster.
+2. Identify pages ranking in positions 1-30 for overlapping queries.
+3. Assign one "owner" page per query — defined as the page with the highest click share for that query.
+4. For each non-owner page ranking for an owned query:
+   - Remove or rewrite the competing title/H1 to differentiate.
+   - Add an explicit internal link from the non-owner to the owner.
+   - Consolidate thin non-owner pages into the owner via 301 redirect if the overlap is total.
+
+Skipping this step before optimization routinely splits click share and depresses both pages. This is a pre-optimization BLOCKER.
+
+### Semantic HTML and accessibility-SEO intersection
+
+Search engines use DOM structure to infer document hierarchy. Use semantic elements:
+
+- `<article>`, `<section>`, `<nav>`, `<aside>`, `<header>`, `<footer>` — not `<div>` for structural meaning.
+- Single `<h1>` per page; `<h2>`→`<h3>` hierarchy follows logical outline, not visual design.
+- `<img alt="...">` — descriptive alt text serves both accessibility and image indexation.
+- `<a href>` — every important page must be reachable via crawlable anchor link. JavaScript-only navigation that requires events to trigger navigation is invisible to crawlers.
+
+### Internal linking architecture
+
+- Every page must have ≥ 1 internal link from another indexed page (orphan = uncrawlable in practice).
+- Pillar/cluster model: a pillar page covers a broad topic; cluster pages cover subtopics and link back to the pillar.
+- Anchor text must be descriptive and match the target page's primary keyword — avoid "click here," "read more," "learn more" as anchor text.
+- Maximum link depth from homepage: 3 clicks for strategic pages; 4 clicks for long-tail pages.
+
+### Search-engine-specific considerations
+
+**Google:**
+- EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) is a documented quality rater dimension that correlates with ranking for YMYL. Mechanically: structured author markup, external links to authoritative sources, editorial policies, review dates.
+- Google crawls mobile-first. Desktop-only content on non-responsive pages may not be indexed. Verify via `?m=0` vs `?m=1` user-agent switching.
+- Helpful Content System: single-purpose affiliate pages, thin AI-generated articles, and mass-produced templates are devalued. Evidence-based original research is rewarded.
+
+**Bing:**
+- Freshness signal is stronger than Google's. `<lastmod>` in sitemap and `Last-Modified` HTTP header directly influence crawl prioritization.
+- Bing Webmaster Tools provides a keyword research tool unavailable in Search Console — use it for validation.
+- IndexNow protocol (`https://www.bing.com/indexnow`) notifies Bing within minutes of URL changes. Implement for dynamic sites.
+
+**DuckDuckGo:**
+- No user tracking; privacy signal cannot be gamed. Rankings draw heavily from Bing's index.
+- DuckDuckGo Instant Answers pull from Wikidata — maintaining brand entity on Wikidata improves branded knowledge panel coverage.
+- Optimizing for Bing covers ~90% of DuckDuckGo surface area.
+
+**General (engine-agnostic) principle:** Build for users first. Every major algorithm change since 2012 (Panda, Penguin, Hummingbird, BERT, MUM, Helpful Content) has moved rankings toward genuine quality and away from mechanical keyword manipulation.
+
+## Anti-patterns
+
+These patterns must be caught during review and flagged BLOCKED:
+
+| Anti-pattern | Why it fails | Correct approach |
+|---|---|---|
+| **Keyword stuffing** | Triggers spam filters; degrades readability; penalized since 2011 Panda | Natural keyword density ~1-2%; semantic variation |
+| **Cloaking** | Shows crawlers different content than users; manual action (de-indexation) penalty | Single source of truth; same HTML for all user-agents |
+| **Hidden text** | `color:white` on white background, `display:none` keyword lists | Only display content users can see |
+| **Redirect chains (≥2 hops)** | PageRank leak; crawl budget waste; latency | 301 directly to canonical destination |
+| **Parasitic backlinks** | Link spam (comment spam, PBNs, paid links) triggers Penguin; disavow overhead | Earn links via content quality and digital PR |
+| **AI-generated content with no human review** | Factual errors, entity confusion, EEAT failure; devalued by Helpful Content System | Human author reviews + adds empirical data + adds citation |
+| **Title tag keyword repetition across pages** | Cannibalization; search engines can't distinguish ownership | One unique primary keyword per title; differentiated intent per page |
+| **Orphaned pages** | Zero internal links = not discoverable by crawler even if in sitemap | Every page reachable via at least one `<a href>` from an indexed page |
+| **`noindex` + sitemap inclusion** | Contradictory signals; crawl budget consumed for no indexation gain | Remove `noindex` pages from sitemap |
+| **JavaScript-rendered critical content with no SSR/SSG** | Crawlers may not execute JS; content invisible | Use SSR or SSG for SEO-critical content; verify with `fetch as Googlebot` |
+
+## CORRECT vs WRONG
+
+### Title tag construction
+
+**WRONG** — duplicate primary keyword across pages:
+```html
+<!-- /blog/ page -->
+<title>Technical SEO Guide | Example</title>
+
+<!-- /technical-seo/ pillar page -->
+<title>Technical SEO Guide — Complete Reference | Example</title>
+```
+Both pages compete for "Technical SEO Guide". The engine assigns it arbitrarily.
+
+**CORRECT** — differentiated intent per page:
+```html
+<!-- /blog/ index page -->
+<title>SEO Blog — Latest Guides and Case Studies | Example</title>
+
+<!-- /technical-seo/ pillar page -->
+<title>Technical SEO Guide — Crawl, Index, and Performance | Example</title>
+```
+
+---
+
+### Robots.txt — blocking assets that need to be crawlable
+
+**WRONG** — blocking CSS and JS files used by SEO-critical pages:
+```txt
+User-agent: Googlebot
+Disallow: /static/
+```
+Google cannot render the page without CSS/JS. Mobile-friendly test fails.
+
+**CORRECT** — block only thin-content parameter URLs:
+```txt
+User-agent: *
+Disallow: /search?
+Disallow: /*?session_id=
+```
+
+---
+
+### Internal link anchor text
+
+**WRONG** — generic anchor:
+```html
+For more information about schema markup, <a href="/schema-guide/">click here</a>.
+```
+
+**CORRECT** — descriptive anchor matching target page's primary keyword:
+```html
+See the <a href="/schema-guide/">schema.org JSON-LD implementation guide</a> for full examples.
+```
+
+---
+
+### Image alt text — SEO + accessibility
+
+**WRONG** — keyword stuffing in alt text:
+```html
+<img src="hero.webp" alt="SEO technical SEO SEO specialist SEO guide SEO expert">
+```
+
+**CORRECT** — descriptive text matching image content:
+```html
+<img src="hero.webp" alt="Diagram showing crawl budget flow from Googlebot to sitemap to indexed pages">
+```
+
+---
+
+### Canonical on paginated series
+
+**WRONG** — all paginated pages point to page 1:
+```html
+<!-- /blog/page/2/ -->
+<link rel="canonical" href="https://example.com/blog/">
+```
+Pages 2+ are de-indexed. Deep-linked blog posts on those pages lose discovery.
+
+**CORRECT** — self-canonical on each pagination:
+```html
+<!-- /blog/page/2/ -->
+<link rel="canonical" href="https://example.com/blog/page/2/">
+```
+
+## Cross-refs
+
+- ADR-060 — `inspired_by:` schema and bulk creative-authoring licensing rules
+- ADR-058 — adversarial review framing (applies to SEO audits: treat all existing page claims skeptically; verify against Search Console, not self-reports)
+- ADR-052 — multi-model dispatch: SEO audits involving EEAT compliance for YMYL content require Opus (security-adjacent); content structure tasks may use Sonnet
+- PLAN-074 — bulk rewrite wave this skill ships under; quality bar §59-67
+- External references (non-framework): Google Search Essentials (search.google.com/search-console/about), schema.org, Core Web Vitals thresholds (web.dev/vitals/), Bing Webmaster Guidelines