opencode-knowledge-work 0.0.0-stage → 0.1.0

package/content/marketing/skills/marketing-performance-report/SKILL.md

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+---
+name: performance-report
+description: Build a marketing performance report with key metrics, trend analysis, wins and misses, and prioritized optimization recommendations. Use when wrapping a campaign, when preparing weekly, monthly, or quarterly channel summaries for stakeholders, or when you need data translated into an executive summary with next-period priorities.
+argument-hint: "<time period or campaign>"
+---
+
+# Performance Report
+
+> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
+
+Generate a marketing performance report with key metrics, trend analysis, insights, and optimization recommendations.
+
+## Trigger
+
+User runs `/performance-report` or asks for a marketing report, performance analysis, campaign results, or metrics summary.
+
+## Inputs
+
+1. **Report type** — determine which type of report the user needs:
+   - **Campaign report** — performance of a specific campaign
+   - **Channel report** — performance across a specific channel (email, social, paid, SEO, etc.)
+   - **Content performance** — how content pieces are performing
+   - **Overall marketing report** — cross-channel summary (weekly, monthly, quarterly)
+   - **Custom** — user-defined scope
+
+2. **Time period** — the reporting window (last week, last month, last quarter, custom date range)
+
+3. **Data source**:
+   - If ~~marketing analytics is connected, discover what accounts and platforms are available, then pull performance data automatically
+   - If ~~product analytics is connected: pull performance data automatically
+   - If not connected: ask the user to provide metrics. Prompt with: "Please paste or share your performance data. I can work with spreadsheets, CSV data, dashboard screenshots described in text, or just the key numbers."
+
+4. **Comparison period** (optional) — prior period or year-over-year for trend context
+
+5. **Stakeholder audience** (optional) — who will read this report (executive summary style vs. detailed analyst view)
+
+## Report Structure
+
+### 1. Executive Summary
+- 2-3 sentence overview of performance in the period
+- Headline metric with trend direction (up/down/flat vs. prior period)
+- One key win and one area of concern
+
+### 2. Key Metrics Dashboard
+
+Present core metrics in a summary table:
+
+| Metric | This Period | Prior Period | Change | Target | Status |
+|--------|------------|--------------|--------|--------|--------|
+
+Status indicators:
+- On track (meeting or exceeding target)
+- At risk (below target but within acceptable range)
+- Off track (significantly below target)
+
+#### Metrics by Report Type
+
+**Campaign Report:**
+- Impressions and reach
+- Click-through rate (CTR)
+- Conversion rate
+- Cost per acquisition (CPA)
+- Return on ad spend (ROAS) or ROI
+- Total conversions/signups/leads
+
+**Channel Report (Email):**
+- Emails sent, delivered, bounced
+- Open rate
+- Click-through rate
+- Unsubscribe rate
+- Conversion rate
+
+**Channel Report (Social):**
+- Impressions and reach
+- Engagement rate (likes, comments, shares)
+- Follower growth
+- Click-through rate
+- Top-performing posts
+
+**Channel Report (Paid):**
+- Spend
+- Impressions and clicks
+- CTR
+- CPC and CPM
+- Conversions and CPA
+- ROAS
+
+**Channel Report (SEO/Organic):**
+- Organic sessions
+- Keyword rankings (movement)
+- Pages indexed
+- Backlinks acquired
+- Top-performing pages
+
+**Content Performance:**
+- Pageviews and unique visitors
+- Time on page
+- Bounce rate
+- Social shares
+- Conversions attributed to content
+- Top and bottom performers
+
+**Overall Marketing Report:**
+- Total leads generated
+- Marketing qualified leads (MQLs)
+- Pipeline contribution
+- Customer acquisition cost (CAC)
+- Channel-by-channel summary
+
+### 3. Trend Analysis
+- Performance trend over the period (week-over-week or month-over-month)
+- Notable inflection points and what caused them
+- Seasonal or cyclical patterns observed
+- Comparison to benchmarks or targets
+
+### 4. What Worked
+- Top 3-5 wins with specific data
+- Why these performed well (hypothesis)
+- How to replicate or scale
+
+### 5. What Needs Improvement
+- Bottom 3-5 performers with specific data
+- Hypotheses for underperformance
+- Recommended fixes
+
+### 6. Insights and Observations
+- Patterns in the data that are not obvious from the metrics alone
+- Audience behavior insights
+- Content or creative themes that resonated
+- External factors that may have influenced performance (seasonality, news, competitive moves)
+
+### 7. Recommendations
+For each recommendation:
+- What to do
+- Why (linked to a specific insight from the data)
+- Expected impact (high, medium, low)
+- Effort to implement (high, medium, low)
+- Priority (immediate, next sprint, next quarter)
+
+Prioritize recommendations in a 2x2 matrix format:
+
+| | Low Effort | High Effort |
+|---|---|---|
+| **High Impact** | Do first | Plan for next sprint |
+| **Low Impact** | Do if time allows | Deprioritize |
+
+### 8. Next Period Focus
+- Top 3 priorities for the upcoming period
+- Tests or experiments to run
+- Targets for key metrics
+
+## Metric Definitions and Benchmarks
+
+### Email Marketing
+
+| Metric | Definition | Benchmark Range | What It Tells You |
+|--------|-----------|----------------|-------------------|
+| Delivery rate | Emails delivered / emails sent | 95-99% | List health and sender reputation |
+| Open rate | Unique opens / emails delivered | 15-30% | Subject line and sender effectiveness |
+| Click-through rate (CTR) | Unique clicks / emails delivered | 2-5% | Content relevance and CTA effectiveness |
+| Click-to-open rate (CTOR) | Unique clicks / unique opens | 10-20% | Email content quality (for those who opened) |
+| Unsubscribe rate | Unsubscribes / emails delivered | <0.5% | Content-audience fit and frequency tolerance |
+| Bounce rate | Bounces / emails sent | <2% | List quality and data hygiene |
+| Conversion rate | Conversions / emails delivered | 1-5% | End-to-end email effectiveness |
+| Revenue per email | Total revenue / emails sent | Varies | Direct revenue attribution |
+| List growth rate | (New subscribers - unsubscribes) / total list | 2-5% monthly | Audience building health |
+
+### Social Media
+
+| Metric | Definition | What It Tells You |
+|--------|-----------|-------------------|
+| Impressions | Number of times content was displayed | Content distribution and reach |
+| Reach | Number of unique users who saw content | Audience breadth |
+| Engagement rate | (Likes + comments + shares) / reach | Content resonance |
+| Click-through rate | Link clicks / impressions | Traffic driving effectiveness |
+| Follower growth rate | Net new followers / total followers per period | Audience building |
+| Share/Repost rate | Shares / reach | Content virality and advocacy |
+| Video view rate | Views / impressions | Video content hook effectiveness |
+| Video completion rate | Completed views / total views | Video content quality and length fit |
+| Social share of voice | Your mentions / total category mentions | Brand visibility vs. competitors |
+
+### Paid Advertising (Search and Social)
+
+| Metric | Definition | What It Tells You |
+|--------|-----------|-------------------|
+| Impressions | Times ad was shown | Budget utilization and targeting breadth |
+| Click-through rate (CTR) | Clicks / impressions | Ad creative and targeting relevance |
+| Cost per click (CPC) | Total spend / clicks | Cost efficiency of traffic generation |
+| Cost per mille (CPM) | Cost per 1,000 impressions | Awareness cost efficiency |
+| Conversion rate | Conversions / clicks | Landing page and offer effectiveness |
+| Cost per acquisition (CPA) | Total spend / conversions | Full-funnel cost efficiency |
+| Return on ad spend (ROAS) | Revenue / ad spend | Revenue generation efficiency |
+| Quality Score (search) | Google's relevance rating (1-10) | Ad-keyword-landing page alignment |
+| Frequency | Average times a user sees the ad | Ad fatigue risk |
+| View-through conversions | Conversions from users who saw but did not click | Display/awareness campaign influence |
+
+### SEO / Organic Search
+
+| Metric | Definition | What It Tells You |
+|--------|-----------|-------------------|
+| Organic sessions | Visits from organic search | SEO effectiveness and content reach |
+| Keyword rankings | Position for target keywords | Search visibility |
+| Organic CTR | Clicks / impressions in search results | Title and meta description effectiveness |
+| Pages indexed | Number of pages in search index | Crawlability and site health |
+| Domain authority | Third-party authority score | Overall site strength |
+| Backlinks | Number of external sites linking to you | Content authority and off-page SEO |
+| Page load speed | Time to interactive | User experience and ranking factor |
+| Organic conversion rate | Organic conversions / organic sessions | Content quality and intent alignment |
+| Top entry pages | Most-visited pages from organic search | Content driving the most organic traffic |
+
+### Content Marketing
+
+| Metric | Definition | What It Tells You |
+|--------|-----------|-------------------|
+| Pageviews | Total views of content pages | Content reach and distribution |
+| Unique visitors | Distinct users viewing content | Audience size |
+| Average time on page | Time spent on content pages | Content engagement and depth |
+| Bounce rate | Single-page sessions / total sessions | Content-audience fit and UX |
+| Scroll depth | How far users scroll on a page | Content engagement through the piece |
+| Social shares | Times content was shared on social | Content resonance and virality |
+| Backlinks earned | External links to content | Content authority and SEO value |
+| Lead generation | Leads attributed to content | Content conversion effectiveness |
+| Content ROI | Revenue attributed / content production cost | Overall content investment return |
+
+### Overall Marketing / Pipeline
+
+| Metric | Definition | What It Tells You |
+|--------|-----------|-------------------|
+| Marketing qualified leads (MQLs) | Leads meeting marketing qualification criteria | Top-of-funnel effectiveness |
+| Sales qualified leads (SQLs) | MQLs accepted by sales | Lead quality |
+| MQL to SQL conversion rate | SQLs / MQLs | Marketing-sales alignment and lead quality |
+| Pipeline generated | Dollar value of opportunities created | Marketing impact on revenue |
+| Pipeline velocity | How fast deals move through pipeline | Campaign urgency and quality |
+| Customer acquisition cost (CAC) | Total marketing + sales cost / new customers | Efficiency of customer acquisition |
+| CAC payback period | Months to recover CAC from revenue | Unit economics health |
+| Marketing-sourced revenue | Revenue from marketing-originated deals | Direct marketing contribution |
+| Marketing-influenced revenue | Revenue from deals where marketing touched | Broader marketing impact |
+
+## Reporting Templates by Cadence
+
+### Weekly Marketing Report
+Quick-scan format for team standups:
+- **Top 3 metrics** with week-over-week change
+- **What worked** this week (1-2 bullet points with data)
+- **What needs attention** (1-2 bullet points with data)
+- **This week's priorities** (3-5 action items)
+
+### Monthly Marketing Report
+Standard stakeholder report:
+1. Executive summary (3-5 sentences)
+2. Key metrics dashboard (table with MoM and target comparison)
+3. Channel-by-channel performance summary
+4. Campaign highlights and results
+5. What worked and what did not (with hypotheses)
+6. Recommendations and next month priorities
+7. Budget spend vs. plan
+
+### Quarterly Business Review (QBR)
+Strategic review for leadership:
+1. Quarter performance vs. goals
+2. Year-to-date trajectory
+3. Channel ROI analysis
+4. Campaign performance summary
+5. Competitive and market observations
+6. Strategic recommendations for next quarter
+7. Budget request and allocation plan
+8. Key experiments and learnings
+
+### Dashboard Design Principles
+- Lead with the metrics that map to business objectives (not vanity metrics)
+- Show trends over time, not just point-in-time snapshots
+- Include comparison context: prior period, target, benchmark
+- Use consistent color coding: green (on track), yellow (at risk), red (off track)
+- Group metrics by funnel stage or business question
+- Keep dashboards to one page/screen — detail goes in appendix
+- Update cadence should match decision cadence (real-time for paid, weekly for content)
+
+## Trend Analysis and Forecasting
+
+### Trend Identification
+When analyzing performance data, look for:
+
+1. **Directional trends**: is the metric consistently going up, down, or flat over 4+ periods?
+2. **Inflection points**: where did performance change direction and what happened then?
+3. **Seasonality**: are there predictable patterns by day of week, month, or quarter?
+4. **Anomalies**: one-time spikes or drops — what caused them and are they repeatable?
+5. **Leading indicators**: which metrics change first and predict future outcomes?
+
+### Trend Analysis Process
+1. Chart the metric over time (at least 8-12 data points for meaningful trends)
+2. Identify the overall direction (upward, downward, flat, cyclical)
+3. Calculate the rate of change (is it accelerating or decelerating?)
+4. Overlay key events (campaigns launched, product changes, market events)
+5. Compare to benchmarks or targets
+6. Identify correlations with other metrics
+7. Form hypotheses about causation (and plan tests to validate)
+
+### Simple Forecasting Approaches
+- **Linear projection**: extend the current trend line forward (useful for stable metrics)
+- **Moving average**: smooth out noise by averaging the last 3-6 periods
+- **Year-over-year comparison**: use last year's pattern as a baseline, adjusted for growth rate
+- **Funnel math**: forecast outputs from inputs (e.g., if we generate X leads at Y conversion rate, we will get Z customers)
+- **Scenario modeling**: create best case, expected case, and worst case projections
+
+### Forecasting Caveats
+- Short-term forecasts (1-3 months) are more reliable than long-term
+- Forecasts based on fewer than 12 data points should be flagged as low confidence
+- External factors (market shifts, competitive moves, economic changes) can invalidate trend-based forecasts
+- Always present forecasts as ranges, not exact numbers
+
+## Attribution Modeling Basics
+
+### What Is Attribution?
+Attribution determines which marketing touchpoints get credit for a conversion. This matters because buyers typically interact with multiple channels before converting.
+
+### Common Attribution Models
+
+| Model | How It Works | Best For | Limitation |
+|-------|-------------|----------|------------|
+| Last touch | 100% credit to last interaction before conversion | Understanding final conversion triggers | Ignores awareness and nurture |
+| First touch | 100% credit to first interaction | Understanding top-of-funnel effectiveness | Ignores nurture and conversion drivers |
+| Linear | Equal credit to all touchpoints | Fair representation of all channels | Does not reflect relative impact |
+| Time decay | More credit to touchpoints closer to conversion | Balanced view favoring recent interactions | May undervalue awareness |
+| Position-based (U-shaped) | 40% first, 40% last, 20% split among middle | Valuing both discovery and conversion | Somewhat arbitrary weighting |
+| Data-driven | Algorithmic credit based on conversion patterns | Most accurate representation | Requires significant data volume |
+
+### Attribution Practical Guidance
+- Start with last-touch attribution if you have no model in place — it is the simplest and most actionable
+- Compare first-touch and last-touch to understand which channels drive awareness vs. conversion
+- Use position-based (U-shaped) as a reasonable middle ground for most B2B companies
+- Data-driven attribution requires high conversion volume to be statistically meaningful
+- No model is perfect — use attribution directionally, not as absolute truth
+- Multi-touch attribution is better than single-touch, but any model is better than none
+
+### Attribution Pitfalls
+- Do not optimize one channel in isolation based on single-touch attribution
+- Awareness channels (display, social, PR) will always look bad in last-touch models
+- Conversion channels (search, retargeting) will always look bad in first-touch models
+- Self-reported attribution ("how did you hear about us?") provides useful qualitative color but is unreliable as quantitative data
+- Cross-device and cross-channel tracking gaps mean attribution data is always incomplete
+
+## Optimization Recommendations Framework
+
+### Optimization Process
+1. **Identify**: which metrics are underperforming vs. target or benchmark?
+2. **Diagnose**: where in the funnel is the problem? (impressions, clicks, conversions, retention)
+3. **Hypothesize**: what is causing the underperformance? (audience, message, creative, offer, timing, technical)
+4. **Prioritize**: which fixes will have the biggest impact with the least effort?
+5. **Test**: design an experiment to validate the hypothesis
+6. **Measure**: did the change improve the metric?
+7. **Scale or iterate**: roll out wins broadly; iterate on inconclusive or failed tests
+
+### Optimization Levers by Funnel Stage
+
+| Funnel Stage | Problem Signal | Optimization Levers |
+|-------------|---------------|---------------------|
+| Awareness | Low impressions, low reach | Budget, targeting, channel mix, creative format |
+| Interest | Low CTR, low engagement | Ad creative, headlines, content hooks, audience targeting |
+| Consideration | High bounce rate, low time on page | Landing page content, page speed, content relevance, UX |
+| Conversion | Low conversion rate | Offer, CTA, form length, trust signals, page layout |
+| Retention | High churn, low repeat engagement | Onboarding, email nurture, product experience, support |
+
+### Testing Best Practices
+- Test one variable at a time for clean results
+- Define the success metric before launching the test
+- Calculate required sample size before starting (do not end tests early)
+- Run tests for a minimum of one full business cycle (typically one week for B2B)
+- Document all tests and results, regardless of outcome
+- Share learnings across the team — failed tests are valuable information
+- A test that confirms the status quo is not a failure — it builds confidence in your current approach
+
+### Continuous Optimization Cadence
+- **Daily**: monitor paid campaigns for budget pacing, anomalies, and disapproved ads
+- **Weekly**: review channel performance, pause underperformers, scale winners
+- **Bi-weekly**: refresh ad creative and test new variants
+- **Monthly**: full performance review, identify new optimization opportunities, update forecasts
+- **Quarterly**: strategic review of channel mix, budget allocation, and targeting strategy
+
+## Output Formatting
+
+- Use tables for data presentation
+- Bold key numbers and trends
+- Keep the executive summary concise (suitable for forwarding to leadership)
+- Include a "detailed appendix" section for granular data if the user provided a lot of metrics
+
+## After the Report
+
+Ask: "Would you like me to:
+- Create a slide-ready summary of these results?
+- Draft a stakeholder email with the key takeaways?
+- Dive deeper into any specific metric or channel?
+- Set up a reporting template you can reuse next period?"

package/content/marketing/skills/marketing-seo-audit/SKILL.md

@@ -0,0 +1,190 @@
+---
+name: seo-audit
+description: Run a comprehensive SEO audit — keyword research, on-page analysis, content gaps, technical checks, and competitor comparison. Use when assessing a site's SEO health, when finding keyword opportunities and content gaps competitors own, or when you need a prioritized action plan split into quick wins and strategic investments.
+argument-hint: "<url or topic> [audit type]"
+---
+
+# /seo-audit
+
+> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).
+
+Audit a website's SEO health, research keyword opportunities, identify content gaps, and benchmark against competitors. Produces a prioritized action plan a marketer can execute immediately.
+
+## Trigger
+
+User runs `/seo-audit` or asks for an SEO audit, keyword research, content gap analysis, technical SEO check, or competitor SEO comparison.
+
+## Inputs
+
+Gather the following from the user. If not provided, ask before proceeding:
+
+1. **URL or domain** — the site to audit, or a topic/keyword if running in keyword research mode
+
+2. **Audit type** — one of:
+   - **Full site audit** — end-to-end SEO review covering all sections below
+   - **Keyword research** — identify keyword opportunities for a topic or domain
+   - **Content gap analysis** — find topics competitors rank for that you don't
+   - **Technical SEO check** — crawlability, speed, structured data, and infrastructure issues
+   - **Competitor SEO comparison** — head-to-head SEO benchmarking against specific competitors
+
+   If not specified, default to **full site audit**.
+
+3. **Target keywords or topics** (optional) — specific keywords the user is already targeting or wants to rank for
+
+4. **Competitors** (optional) — domains or companies to compare against. If not provided and the audit type requires competitor data, use web search to identify 2-3 likely competitors based on the user's domain and keyword space.
+
+## Process
+
+### 1. Keyword Research
+
+Research keywords related to the user's domain, topic, or target keywords.
+
+**If ~~SEO tools are connected:**
+- Pull keyword data, search volume, keyword difficulty scores, and ranking positions automatically
+- Identify keywords the site currently ranks for and where it's gaining or losing ground
+
+**If ~~product analytics are connected:**
+- Cross-reference keyword targets with actual organic traffic data to validate which keywords are driving visits and conversions
+
+**If tools are not connected:**
+- Use web search to research the keyword landscape
+- Note: "For more precise volume and difficulty data, connect an SEO tool like Ahrefs or Semrush via MCP. The audit will auto-populate with ranking data."
+
+For each keyword opportunity, assess:
+- **Primary keywords** — high-intent terms directly tied to the user's product or service
+- **Secondary keywords** — supporting terms and variations
+- **Search volume signals** — relative demand (high, medium, low) based on available data
+- **Keyword difficulty** — how competitive the term is (easy, moderate, hard)
+- **Long-tail opportunities** — specific, lower-competition phrases with clear intent
+- **Question-based keywords** — "how to", "what is", "why does" queries that mirror People Also Ask results
+- **Intent classification** — informational, navigational, commercial, or transactional
+
+### 2. On-Page SEO Audit
+
+For each key page (homepage, top landing pages, recent blog posts), evaluate:
+
+- **Title tags** — present, unique, within 50-60 characters, includes target keyword
+- **Meta descriptions** — present, compelling, within 150-160 characters, includes a call to action
+- **H1 tags** — exactly one per page, includes primary keyword
+- **H2/H3 structure** — logical hierarchy, uses secondary keywords where natural
+- **Keyword usage** — primary keyword appears in the first 100 words, used naturally throughout, not over-stuffed
+- **Internal linking** — pages link to related content, orphan pages identified, anchor text is descriptive
+- **Image alt text** — all images have descriptive alt attributes, keywords included where relevant
+- **URL structure** — clean, readable, includes keywords, no excessive parameters or depth
+
+### 3. Content Gap Analysis
+
+Identify what's missing from the user's content strategy:
+
+- **Competitor topic coverage** — topics and keywords competitors rank for that the user's site does not cover
+- **Content freshness** — pages that haven't been updated in 12+ months and may be losing rankings
+- **Thin content** — pages with insufficient depth to rank (under 300 words for informational queries, lacking substance)
+- **Missing content types** — formats competitors use that the user doesn't (guides, comparison pages, glossaries, tools, templates)
+- **Funnel gaps** — missing content at specific buyer journey stages (awareness, consideration, decision)
+- **Topic clusters** — opportunities to build pillar pages with supporting content
+
+### 4. Technical SEO Checklist
+
+Evaluate technical foundations that affect crawlability and rankings:
+
+- **Page speed** — identify slow-loading pages and likely causes (large images, render-blocking scripts, excessive redirects)
+- **Mobile-friendliness** — responsive design, tap targets, font sizes, viewport configuration
+- **Structured data** — opportunities for schema markup (FAQ, HowTo, Product, Article, Organization, Breadcrumb)
+- **Crawlability** — robots.txt configuration, XML sitemap presence and accuracy, canonical tags, noindex/nofollow usage
+- **Broken links** — internal and external 404s, redirect chains
+- **HTTPS** — secure connection, mixed content issues
+- **Core Web Vitals signals** — LCP, FID/INP, CLS indicators based on observable page behavior
+- **Indexation** — pages that should be indexed but may not be, duplicate content risks
+
+### 5. Competitor SEO Comparison
+
+For each competitor, compare:
+
+- **Keyword overlap** — keywords both sites rank for, and where each site ranks higher
+- **Keyword gaps** — terms the competitor ranks for that the user does not
+- **Domain authority signals** — relative site strength based on backlink profiles, referring domains, and content depth
+- **Content depth** — average content length, topic coverage breadth, publishing frequency
+- **Backlink profile observations** — types of sites linking to competitors, link-worthy content they've produced
+- **SERP feature ownership** — which competitor appears in featured snippets, People Also Ask, image packs, or knowledge panels
+- **Technical advantages** — site speed differences, mobile experience, structured data usage
+
+## Output
+
+### Executive Summary
+
+Open with a 3-5 sentence summary of overall SEO health. Highlight:
+- The site's biggest strength
+- The top 3 priorities that will have the most impact
+- An overall assessment: strong foundation, needs work, or critical issues
+
+### Keyword Opportunity Table
+
+| Keyword | Est. Difficulty | Opportunity Score | Current Ranking | Intent | Recommended Content Type |
+|---------|----------------|-------------------|-----------------|--------|--------------------------|
+
+Opportunity score: high, medium, or low — based on the combination of search demand, difficulty, and relevance to the user's business.
+
+Include 15-25 keyword opportunities, sorted by opportunity score.
+
+### On-Page Issues Table
+
+| Page | Issue | Severity | Recommended Fix |
+|------|-------|----------|-----------------|
+
+Severity levels:
+- **Critical** — directly hurting rankings or preventing indexation
+- **High** — significant impact on SEO performance
+- **Medium** — best practice violation, moderate impact
+- **Low** — minor optimization opportunity
+
+### Content Gap Recommendations
+
+For each content gap identified, provide:
+- **Topic or keyword** to target
+- **Why it matters** — search demand, competitor coverage, funnel stage
+- **Recommended format** — blog post, landing page, guide, comparison page, etc.
+- **Priority** — high, medium, or low
+- **Estimated effort** — quick win (1-2 hours), moderate (half day), substantial (multi-day)
+
+### Technical SEO Checklist
+
+| Check | Status | Details |
+|-------|--------|---------|
+
+Status: Pass, Fail, or Warning.
+
+### Competitor Comparison Summary
+
+| Dimension | Your Site | Competitor A | Competitor B | Winner |
+|-----------|-----------|--------------|--------------|--------|
+
+Include rows for: keyword count, content depth, publishing frequency, backlink signals, technical score, SERP feature presence.
+
+### Prioritized Action Plan
+
+Split recommendations into two categories:
+
+**Quick Wins (do this week):**
+- Actions that take under 2 hours and have immediate impact
+- Examples: fix title tags, add meta descriptions, fix broken links, add alt text
+
+**Strategic Investments (plan for this quarter):**
+- Actions that require more effort but drive long-term growth
+- Examples: build a topic cluster, create a pillar page, launch a link-building campaign, overhaul site structure
+
+For each action item, include:
+- What to do (specific and concrete)
+- Expected impact (high, medium, low)
+- Effort estimate
+- Dependencies (if any)
+
+## Follow-Up
+
+After presenting the audit, ask:
+
+"Would you like me to:
+- Draft content briefs for the top keyword opportunities?
+- Create optimized title tags and meta descriptions for your key pages?
+- Build a content calendar based on the gap analysis?
+- Dive deeper into any specific section of the audit?
+- Run this same analysis for a different competitor or domain?"

package/content/operations/.mcp.json

@@ -0,0 +1,32 @@
+{
+  "mcpServers": {
+    "slack": {
+      "type": "http",
+      "url": "https://mcp.slack.com/mcp",
+      "oauth": {
+        "clientId": "1601185624273.8899143856786",
+        "callbackPort": 3118
+      }
+    },
+    "google calendar": {
+      "type": "http",
+      "url": ""
+    },
+    "gmail": {
+      "type": "http",
+      "url": ""
+    },
+    "notion": {
+      "type": "http",
+      "url": "https://mcp.notion.com/mcp"
+    },
+    "atlassian": {
+      "type": "http",
+      "url": "https://mcp.atlassian.com/v1/mcp"
+    },
+    "asana": {
+      "type": "http",
+      "url": "https://mcp.asana.com/v2/mcp"
+    }
+  }
+}

package/content/operations/CONNECTORS.md

@@ -0,0 +1,20 @@
+# Connectors
+
+## How tool references work
+
+Plugin files use `~~category` as a placeholder for whatever tool the user connects in that category. For example, `~~ITSM` might mean ServiceNow, Zendesk, or any other service management tool with an MCP server.
+
+Plugins are **tool-agnostic** — they describe workflows in terms of categories (ITSM, project tracker, knowledge base, etc.) rather than specific products. The `.mcp.json` pre-configures specific MCP servers, but any MCP server in that category works.
+
+## Connectors for this plugin
+
+| Category | Placeholder | Included servers | Other options |
+|----------|-------------|-----------------|---------------|
+| Calendar | `~~calendar` | Google Calendar | Microsoft 365 |
+| Chat | `~~chat` | Slack | Microsoft Teams |
+| Email | `~~email` | Gmail, Microsoft 365 | — |
+| ITSM | `~~ITSM` | ServiceNow | Zendesk, Freshservice, Jira Service Management |
+| Knowledge base | `~~knowledge base` | Notion, Atlassian (Confluence) | Guru, Coda |
+| Project tracker | `~~project tracker` | Asana, Atlassian (Jira) | Linear, monday.com, ClickUp |
+| Procurement | `~~procurement` | — | Coupa, SAP Ariba, Zip |
+| Office suite | `~~office suite` | Microsoft 365 | Google Workspace |