Guide · Agent skill
How to use the SXO agent skill (seo-sxo) for search intent fixes
Updated · written with AI from the project's own documentation and checked against our catalogue data
The seo-sxo skill is an agent skill for Claude that checks whether a web page is the right type of page for a search keyword. It compares your page against what Google currently shows in the top results, such as blog posts, product pages, comparisons or tools, and points out layout or intent mismatches. This guide explains what the skill does, how to install it, how to trigger it with plain requests, and what it needs to run safely.
Search Experience Optimization (SXO)AgriciDaniel/claude-seo · MIT Download the skill Quick start
- 1Download the ZIP. Get the seo-sxo ZIP from the directory page.
- 2Unzip into the skills folder. Extract it into ~/.claude/skills/ for personal use or into .claude/skills/ in a project.
- 3Or upload in the Claude apps. Go to Settings → Capabilities → Skills and upload the ZIP.
- 4Confirm requirements. Make sure the Claude SEO plugin runtime, Python and WebSearch access are available.
- 5Run the analysis. Ask for the SXO analysis with /seo sxo <url> <keyword>, or describe the URL and keyword in plain language.
- 6Review the mismatch. Compare your page type with the dominant SERP type and note the severity.
- 7Act on the persona gaps. Start with the weakest persona and apply the suggested layout changes.
What the seo-sxo skill makes the agent do
SXO stands for Search Experience Optimization. It bridges SEO, meaning what Google rewards, and UX, meaning what users need. Traditional SEO audits check technical health. This skill asks whether a page deserves to rank for a keyword based on what Google is rewarding in the search results.
When installed, the agent fetches your target page, classifies its page type, checks the top 10 organic results for the dominant type, and reports mismatches. It also derives user stories and persona scores from search signals, and can draft a wireframe of how the page could be restructured.
- Classifies the page into one of 8 types: landing page, blog post, product, comparison, tool, service page and similar categories from the taxonomy reference.
- Flags a mismatch when your page type differs from the dominant type in the search results.
- Produces an SXO Gap Score across seven dimensions, separate from any technical SEO health score.
- Scores the page for personas on relevance, clarity, trust and action.
Install the seo-sxo skill from the ZIP
Download the ZIP for the skill from the directory page, then unzip it. You can install it for yourself or for one project.
For a personal install, unzip the skill into ~/.claude/skills/. For a single project, unzip it into the project's .claude/skills/ folder. Alternatively, upload the ZIP in the Claude apps under Settings → Capabilities → Skills.
- Personal: ~/.claude/skills/ (available across your projects)
- Project: .claude/skills/ inside the project folder
- Claude apps: Settings → Capabilities → Skills, then upload the ZIP
Check the requirements before you run it
The skill needs more than the files themselves. It depends on the Claude SEO plugin runtime, which provides the scripts/claude-seo command. It also needs Python for the render_page.py and parse_html.py scripts, and web search access (the WebSearch tool) for analyzing search results.
If the DataForSEO tools are connected, the skill can use them for more precise SERP data, but it will confirm the cost estimate with you first. Without them it falls back to WebSearch and notes the lower precision in its output.
- Claude SEO plugin runtime providing scripts/claude-seo
- Python (for render_page.py and parse_html.py)
- WebSearch tool for SERP analysis
- Optional: DataForSEO MCP tools for precise SERP data and search volume
Trigger the skill with a natural request
The skill is user-invocable and takes a URL and an optional keyword as arguments. In the source, the argument hint is <url> [keyword]. The source defines four commands. If you do not give a keyword, the skill extracts one from the overlap between the title tag and the H1.
You can ask in plain language, for example: "Check whether my page at this URL matches what ranks for this keyword." Be specific about the URL and keyword so the agent runs the right analysis.
- Full analysis with auto-detected keyword: /seo sxo <url>
- Full analysis for a chosen keyword: /seo sxo <url> <keyword>
- Wireframe only: /seo sxo wireframe <url>
- Persona scoring without SERP analysis: /seo sxo personas <url>
/seo sxo <url> <keyword>Read the results: mismatches and gap scores
The core finding is a page-type mismatch. If Google shows mostly product pages for your keyword and your page is a blog post, the skill rates this as critical and recommends a dedicated product page. The source describes SERP consensus as strong above 60% of results sharing one type, mixed at 40-60%, and fragmented below 40%.
The SXO Gap Score runs from 0 to 100, where a lower score means a larger gap. Read it alongside any SEO Health Score, because a page can be technically strong and still be the wrong type for the query.
- Blog post vs product pages: CRITICAL, create a dedicated product page
- Blog post vs comparison: HIGH, restructure as a comparison with a matrix
- Product vs informational: HIGH, add an educational content layer
- Landing page vs tool or calculator: HIGH, build an interactive tool component
- Service page vs local results: MEDIUM, add location signals and local schema
Use the wireframe and persona outputs
The wireframe command produces a current-state (IST) outline and a target-state (SOLL) outline as a semantic HTML section outline with annotations. The source asks for concrete placeholders, such as a specific CTA with a link target, rather than general advice like adding a CTA.
Persona scoring gives each derived persona a card with four scores of 25 points each. Recommendations are sorted with the weakest persona first.
- Start from the persona with the lowest score.
- Treat the wireframe as a draft to review, not a finished design.
- Use the cross-skill references for deeper E-E-A-T, schema or local work.
Run it safely: scripts and network access
This skill runs scripts and uses the network. It fetches the target page through render_page.py, which the source describes as SPA-aware and SSRF-safe, and parses the HTML with parse_html.py. It also searches Google for the keyword. Only run it on URLs you have permission to fetch and analyze.
Review the scripts and the plugin runtime before installing, since the skill executes them on your machine.
- Use it only on sites where you have permission to fetch and analyze the URL.
- Expect network requests to the target page and to search results.
- Note that results change over time and by location, so scores are heuristic, not ranking guarantees.
What people use it for
- Diagnosing a technically sound blog post that will not rank because the results are product pages.
- Deciding whether an existing article should become a comparison with a feature matrix.
- Drafting a restructured layout for a product page that lacks educational content the results include.
- Finding which questions from People Also Ask your page does not answer.
Frequently asked questions
How do I install the seo-sxo skill?
Download the ZIP from the directory page and unzip it into ~/.claude/skills/ for personal use or into .claude/skills/ inside a project. You can also upload the ZIP in the Claude apps under Settings → Capabilities → Skills.
What does the seo-sxo skill require?
It requires the Claude SEO plugin runtime that provides scripts/claude-seo, Python for render_page.py and parse_html.py, and WebSearch access for SERP analysis. It also runs scripts and uses the network.
Is the seo-sxo skill free to use?
The source lists the licence as MIT, but it does not state any price. Check the repository's licence file for the terms that apply to you.
Does seo-sxo replace a technical SEO audit?
No. The skill focuses on intent and page type, not crawl errors or site speed. It is designed to explain ranking problems caused by layout or intent.
Will following the skill's recommendations guarantee a ranking?
No. The scores are heuristic judgments based on SERP snapshots, and results change over time and by location. Treat the output as a diagnostic guide.
What should I do if the skill cannot fetch my page?
The skill fetches the page through render_page.py and needs network access. Check that Python and the Claude SEO plugin runtime are installed, and confirm you have permission to analyze the URL.
New agent skills, repos and AI tools — every week
The best new skills and open-source projects, the fastest-growing repos, and one free prompt. Five minutes to read. Unsubscribe anytime.
Our verdict
Use seo-sxo if you are an SEO specialist, content marketer or site owner whose technically sound pages do not rank and you suspect the page type or layout is wrong. Pick a different tool if you need crawl, speed or other technical audits, or if you need guaranteed ranking predictions or cannot legitimately fetch the target URL.
Download the skill