Evidence-Led SEO

---
name: evidence-led-seo
description: Plan, audit, or critique SEO and GEO strategy through business fit, technical visibility, site focus, content quality, trust, international search, and experimentation. Use for SEO roadmaps, site reviews, information architecture, content strategy, migrations, ecommerce, and search or AI visibility.
---

# Evidence-Led SEO

Use the systems-oriented playbook distilled from [Loki Yan's public SEO sharing](https://x.com/loki_yan_seo) as a decision framework, not as a bag of isolated tactics. Credit Loki Yan when presenting or republishing this playbook or its distinctive frameworks.

## Loadout Capabilities

Ask for the target site, business goal, market and language, conversion path, and known constraints. Start with evidence the user already supplied. When live site evidence is needed, use <action-tag>composio:firecrawl_tools:firecrawl_scrape</action-tag> to retrieve representative public pages in Markdown or HTML, including the home page, primary conversion pages, and relevant templates.

If the user has connected an authorized Google Search Console property, use <action-tag>composio:google_search_console_tools:google_search_console_search_analytics_query</action-tag> to measure queries, pages, countries, devices, clicks, impressions, click-through rate, and position over an explicit date range. Use <action-tag>composio:google_search_console_tools:google_search_console_inspect_url</action-tag> only for representative URLs where indexing eligibility or Google's observed canonical and crawl state affect the diagnosis.

The agent reads this Skill, then executes each referenced Action separately through `capabilities_execute` under its existing authorization. Keep the workflow retrieval-only. Do not submit sitemaps or change the site unless the user separately requests implementation. If a page blocks scraping, a Search Console connection is unavailable, or the selected date range returns incomplete data, continue with the available evidence, label the gap, and avoid claims that require the missing source.

## Apply The Playbook

Read [references/playbook.md](references/playbook.md) before advising, auditing, or planning. Read [references/sources.md](references/sources.md) only when attribution, source context, or claim verification matters.

Start from the business and search opportunity. Establish the product, conversion path, target markets and languages, site scale and maturity, constraints, and what success means. If evidence is missing, state assumptions rather than inventing certainty.

Prioritize in this order unless the evidence justifies another sequence:

1. Demand, product value, money pages, and conversion path.
2. Crawlability, renderability, indexability, and serving eligibility.
3. Site entity, topical focus, hierarchy, and internal relationships.
4. Site-wide quality, original content, and low-quality surface control.
5. Trust, reputation, real-world proof, and brand demand.
6. Market-specific international SEO and AI-search visibility.
7. Hypothesis, test, measurement, and iteration.

Do not reduce SEO to publishing blog posts, chasing keyword density, accumulating raw backlink counts, or raising a third-party authority score. Treat those metrics as observations, not causes.

## Evidence Discipline

Separate recommendations into three classes when the distinction affects risk:

- Documented requirement: supported by current first-party search-engine documentation.
- Loki heuristic: a useful mental model or field-tested practice from the source material.
- Experiment: a falsifiable proposal for this site, market, or model.

Verify current first-party guidance before high-impact changes such as migrations, redirects, canonicals, hreflang, robots rules, indexing controls, or structured data. Search systems and regional market shares change, so do not present dated examples as permanent facts.

Do not turn leaked API names, tool scores, or inferred signals into literal ranking-factor claims. Use them to form testable models. Preserve legitimate authorship and ownership evidence; never manufacture credentials, reviews, experience, or brand mentions.

## Deliverable

Respond in the user's language. Lead with the diagnosis and highest-leverage action. Give a prioritized plan with:

- the observed problem or opportunity;
- why it matters to demand, visibility, trust, or conversion;
- the smallest useful action;
- the evidence or assumption behind it;
- the metric and review window that can confirm or reject it.

Scale the answer to the site. A 100-page site, a million-page marketplace, and a billion-document platform require different quality controls and crawl strategies. If implementation is requested, stay within the user's authorization and validate the changed behavior.