Build and run an SEO content engine: audit current state

SEO Content Engine

Build a compounding SEO content engine for a client: audit → gap analysis → keyword architecture → content calendar → content drafting → publishing pipeline.

When to Use

• "Build an SEO content strategy for [client]"
• "Create a content engine for [company]"
• "What content should [company] be publishing?"

Prerequisites

• Client website URL
• Client context.md with ICP, value props, positioning
• Top competitors identified (from intelligence package or manually)

Steps

1. Audit Current State

Skill: seo-content-audit (orchestrates site-content-catalog + seo-domain-analyzer + brand-voice-extractor)

Run the full SEO audit to understand:

• Current content inventory (what exists, by type and topic)
• Domain authority, organic traffic, keyword rankings
• Competitive gap matrix (what competitors rank for that the client doesn't)
• Brand voice profile (writing style to match)

Skill: aeo-visibility

Test AI answer engine visibility for key queries.

Output: Complete picture of where the client stands in search.

2. Identify Content Gaps

From the audit, identify:

Competitive gaps: Keywords competitors rank for that the client doesn't Funnel gaps: Missing content at TOFU, MOFU, or BOFU stages Topic gaps: Industry/vertical content that doesn't exist Comparison gaps: Missing "vs" pages and "alternatives" pages

Prioritize by: search volume x commercial intent x competitive difficulty.

3. Build Keyword Architecture

Organize target keywords by funnel stage:

• TOFU (awareness): "what is [category]", "[category] use cases", "how to [solve problem]"
• MOFU (evaluation): "[category] comparison", "how to choose [solution]", "[compliance/technical] requirements"
• BOFU (decision): "[Company] vs [Competitor]", "[Competitor] alternatives", pricing guides, migration guides

Map each keyword cluster to a content type (blog post, landing page, guide, comparison page).

4. Create Content Calendar

Build a prioritized content calendar:

1. Week 1-2: Highest-urgency BOFU pages (comparison pages, especially if competitors are publishing attack content)
2. Week 2-4: Core MOFU guides and evaluation content
3. Week 4-8: TOFU awareness content and programmatic SEO templates
4. Ongoing: 2-3 editorial pieces per week

5. Draft Content

Skill: content-asset-creator (for landing pages, reports, one-pagers) Method: AI-assisted drafting with brand voice matching (from brand-voice-extractor output)

For each content piece:

• Match the client's brand voice and style
• Include target keywords naturally
• Build internal linking to related content
• Include clear CTAs
• Add structured data / schema markup recommendations

6. Build Internal Linking Architecture

Design the linking structure:

• TOFU pages link to related MOFU pages
• MOFU pages link to BOFU pages (comparison, pricing)
• BOFU pages link to product/signup
• All pages link to relevant pillar content

7. Publish & Monitor

• Publish on client's blog/site (or provide drafts for client to publish)
• Track: organic traffic by page/cluster, rankings by keyword, content-to-signup conversion
• Monthly: Review which content is ranking, which needs updates

Ongoing Cadence

• Weekly: Publish 2-3 pieces, monitor rankings
• Monthly: Review content performance, update calendar, refresh underperforming pages
• Quarterly: Re-run seo-content-audit to measure progress and identify new gaps

Human Checkpoints

• After Step 2: Review gap analysis and priority recommendations
• After Step 4: Review content calendar before drafting
• After Step 5: Review content drafts before publishing