What it does. Search Experience Optimization: reads Google SERPs backwards to detect page-type mismatches, derives user stories from search intent signals, and scores pages from multiple persona perspectives. Identifies why well-optimized pages fail to rank by analyzing what Google rewards for each keyword. Use when user says "SXO", "search experience", "page type mismatch", "SERP analysis", "user story", "persona scoring", "why isn't my page ranking", "intent mismatch", or "wireframe". Part of seo skill (claude-seo: 25 sub-skills, 18 sub-agents) (AgriciDaniel/claude-seo).

Upstream	AgriciDaniel/claude-seo
Skill file	skills/seo-sxo/SKILL.md
License	MIT
Author	Daniel Agrici
Fetched	2026-09-10

Install

• Claude Code: /plugin marketplace add AgriciDaniel/claude-seo; other agents: npx skills add AgriciDaniel/claude-seo --skill seo-sxo.
• Raw file: curl -sL https://raw.githubusercontent.com/AgriciDaniel/claude-seo/HEAD/skills/seo-sxo/SKILL.md

SKILL.md (verbatim)

name: seo-sxo
description: >
  Search Experience Optimization: reads Google SERPs backwards to detect page-type
  mismatches, derives user stories from search intent signals, and scores pages
  from multiple persona perspectives. Identifies why well-optimized pages fail
  to rank by analyzing what Google rewards for each keyword. Use when user says
  "SXO", "search experience", "page type mismatch", "SERP analysis", "user story",
  "persona scoring", "why isn't my page ranking", "intent mismatch", or "wireframe".
user-invocable: true
argument-hint: "<url> [keyword]"
license: MIT
metadata:
  author: AgriciDaniel
  original_author: "Florian Schmitz (Pro Hub Challenge)"
  version: "2.2.6"
  category: seo

Search Experience Optimization (SXO)

SXO bridges the gap between SEO (what Google rewards) and UX (what users need). Traditional SEO audits check technical health. SXO asks: "Does this page deserve to rank for this keyword based on what Google is actually rewarding in the SERP?"

Core Insight

A page can score 95/100 on technical SEO and still fail to rank because it is the wrong page type for the keyword. If Google shows 8 product pages and 2 comparison pages for your keyword, your blog post will never break through -- no matter how well-optimized it is.

Commands

Command	Purpose
/seo sxo <url>	Full SXO analysis (auto-detect keyword from page)
/seo sxo <url> <keyword>	Full SXO analysis for a specific keyword
/seo sxo wireframe <url>	Generate IST/SOLL wireframe with concrete placeholders
/seo sxo personas <url>	Persona-only scoring (skip SERP analysis)

Execution Pipeline

Step 1: Target Acquisition

1. Fetch the target URL via "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run render_page.py <URL> --mode auto (SPA-aware and SSRF-safe)
2. Parse with "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run parse_html.py <URL> to extract: title, H1, meta description, headings hierarchy, word count, schema markup, CTAs, media elements
3. If no keyword provided, extract primary keyword from title tag + H1 overlap
4. Validate keyword is non-empty before proceeding

Step 2: SERP Backwards Analysis

Read references/page-type-taxonomy.md for classification rules.

1. Search Google for the target keyword (WebSearch)
2. For each of the top 10 organic results, record:
   • URL and domain authority tier (brand / niche authority / unknown)
   • Page type (classify using taxonomy)
   • Content format (long-form, listicle, how-to, comparison, tool, video)
   • Word count estimate (from snippet length and page structure)
   • Schema types present (from currently supported SERP features; exclude FAQ/HowTo)
   • Media signals (video carousel, image pack, thumbnail presence)
3. Record SERP features present:
   • Featured snippet (paragraph / list / table / video)
   • People Also Ask (extract all visible questions)
   • Ads (top and bottom -- count and analyze ad copy themes)
   • Related searches (extract all)
   • Knowledge panel / local pack / shopping results
   • AI Overview presence and source types
4. Calculate SERP consensus:
   • Dominant page type (>60% = strong consensus, 40-60% = mixed, <40% = fragmented)
   • Content depth expectations (average word count tier)
   • Schema expectation (most common structured data types)
   • Media expectations (video required? images critical?)

Step 3: Page-Type Mismatch Detection

This is the core SXO insight. Compare target page type against SERP consensus.

Mismatch severity levels:

Target Type	SERP Expects	Severity	Recommendation
Blog Post	Product Pages	CRITICAL	Create dedicated product page
Blog Post	Comparison	HIGH	Restructure as comparison with matrix
Product	Informational	HIGH	Add educational content layer
Landing Page	Tool/Calculator	HIGH	Build interactive tool component
Service Page	Local Results	MEDIUM	Add location signals + local schema
Any type match	-	ALIGNED	Focus on content depth and UX

Classification rules:

• Classify target page using references/page-type-taxonomy.md
• Classify each SERP result using the same taxonomy
• Flag mismatch if target type differs from SERP dominant type
• If SERP is fragmented (no dominant type), note opportunity for differentiation

Step 4: User Story Derivation

Read references/user-story-framework.md for the full framework.

From SERP signals, derive user stories:

1. PAA questions reveal knowledge gaps and concerns
2. Ad copy themes reveal commercial triggers and value propositions
3. Related searches reveal the search journey (what comes before/after)
4. Featured snippet format reveals the expected answer structure
5. AI Overview reveals what Google considers the definitive answer

For each signal cluster, generate a user story:

As a [persona derived from signal],
I want to [goal derived from query intent],
because [emotional driver from ad copy / PAA tone],
but I'm blocked by [barrier derived from PAA questions / related searches].

Generate 3-5 user stories covering the primary intent angles.

Step 5: Gap Analysis

Compare the target page against SERP expectations across 7 dimensions:

Dimension	What to Compare	Score
Page Type	Target type vs SERP dominant type	0-15
Content Depth	Word count, heading depth, topic coverage	0-15
UX Signals	CTA clarity, above-fold content, mobile layout	0-15
Schema Markup	Present vs expected structured data types	0-15
Media Richness	Images, video, interactive elements vs SERP norm	0-15
Authority Signals	E-E-A-T markers, social proof, credentials	0-15
Freshness	Last updated, date signals, content recency	0-10

Total: 0-100 SXO Gap Score (lower = larger gap, higher = better alignment)

Step 6: Persona-Based Scoring

Read references/persona-scoring.md for methodology.

1. Derive 4-7 personas from SERP intent signals:
   • Cluster PAA questions by theme
   • Segment ad copy by target audience
   • Map related searches to journey stages
2. For each persona, score the target page on 4 dimensions (25 pts each):
   • Relevance: Does the page address this persona's need?
   • Clarity: Can this persona find their answer within 10 seconds?
   • Trust: Are there adequate trust signals for this persona?
   • Action: Is there a clear next step for this persona?
3. Output persona cards with scores and specific improvement recommendations
4. Sort recommendations by weakest persona first (biggest opportunity)

Step 7: Wireframe Generation (Optional)

Only execute when /seo sxo wireframe is invoked.

Read references/wireframe-templates.md for templates.

1. Generate IST (current state) wireframe from parsed page structure
2. Generate SOLL (target state) wireframe based on:
   • SERP consensus page type
   • Gap analysis findings
   • Persona scoring weaknesses
3. Use ultra-concrete placeholders:
   • NOT: "Add a CTA here"
   • YES: "Add pricing CTA with annual savings badge below hero, linking to /pricing#enterprise"
4. Output as semantic HTML section outline with annotations

DataForSEO Integration

If DataForSEO MCP tools are available:

1. Before any API call, run cost estimate and confirm with user
2. Use serp_organic_live_advanced for precise SERP data (positions, features, snippets)
3. Use kw_data_google_ads_search_volume for search volume and competition metrics
4. Fall back to WebSearch if DataForSEO unavailable -- note reduced precision in output

SXO Score vs SEO Health Score

The SXO score is separate from the main SEO Health Score.

• SEO Health Score = technical compliance (crawlability, speed, schema, etc.)
• SXO Gap Score = alignment between page and SERP expectations
• A page can score 95 SEO + 30 SXO = technically perfect but strategically misaligned
• Both scores should be reported together when both are available

Cross-Skill References

Finding	Hand Off To
E-E-A-T gaps in persona scoring	/seo content for deep E-E-A-T audit
Missing schema types	/seo schema for generation
Local intent detected in SERP	/seo local for GBP analysis
Content depth gaps	/seo page for deep page analysis
Technical issues found during fetch	/seo technical for full audit
Image/media gaps	/seo images for optimization

Output Format

Full SXO Analysis

## SXO Analysis: [URL]
### Target Keyword: [keyword]

### 1. SERP Landscape
- Dominant page type: [type] ([confidence]% consensus)
- SERP features: [list]
- Content depth norm: [word count range]
- Schema expectation: [types]

### 2. Page-Type Alignment
- Your page type: [type]
- SERP expects: [type]
- Verdict: [ALIGNED | MISMATCH (severity)]
- Impact: [explanation]

### 3. User Stories (derived from SERP signals)
[3-5 user stories with source signals]

### 4. Gap Analysis (SXO Score: XX/100)
[7-dimension breakdown table]

### 5. Persona Scores
[4-7 persona cards with 4-dimension scores]

### 6. Priority Actions
[Ranked list: fix mismatch first, then weakest persona gaps]

### 7. Limitations
[What could not be assessed, data source notes]

Error Handling

Error	Action
URL fetch fails	Report error, suggest checking URL accessibility
No keyword provided or detected	Ask user to provide target keyword
WebSearch returns <5 results	Proceed with available data, note limited sample
SERP has no organic results (all ads)	Note highly commercial SERP, analyze ad copy only
Target page is JavaScript-rendered	Note limitation, use available HTML content
DataForSEO cost exceeds threshold	Fall back to WebSearch, notify user

Quality Checklist

Before delivering results, verify:

• Target URL was fetched via "${CLAUDE_PLUGIN_ROOT}/scripts/claude-seo" run render_page.py <URL> --mode auto (not raw curl/fetch)
• Page type classification uses taxonomy from references
• At least 5 SERP results were analyzed
• User stories cite specific SERP signals as evidence
• Persona scores include concrete improvement suggestions
• SXO score is clearly labeled as separate from SEO Health Score
• Limitations section is present and honest
• Cross-skill recommendations are included where relevant

Other files in this skill

• references/page-type-taxonomy.md
• references/persona-scoring.md
• references/user-story-framework.md
• references/wireframe-templates.md

references/page-type-taxonomy.md (verbatim)

Page Type Taxonomy for SERP Classification

Classify every page -- both the target URL and each SERP result -- into exactly one of these 8 types. When signals overlap, choose the type with the strongest primary signal match.

---

1. Landing Page

Primary signals: hero section with single value proposition, prominent CTA (sign up / get started / book demo), pricing section or pricing link, testimonials or social proof badges, minimal navigation (reduced header links).

SERP indicators (top 10): branded queries, high ad density at top, sitelinks pointing to /pricing or /features, title tags with "| Product Name".

Content structure: Hero > Social proof > Features (3-5) > How it works > Pricing > CTA repeat > FAQ.

Required elements: Primary CTA above fold, trust badges, at least one testimonial, WebSite or SoftwareApplication schema.

Common mismatches:

• Blog Post targeting landing-page keywords (severity: CRITICAL)
• Service Page missing CTA focus (severity: HIGH)

---

2. Blog Post

Primary signals: author byline, publish date, article body > 800 words, comment section or social share buttons, breadcrumb with /blog/ segment, related posts section.

SERP indicators (top 10): featured snippets (paragraph or list), PAA boxes with 4+ questions, diverse domains in results, dates visible in snippets, low ad density.

Content structure: Title > Author + Date > Introduction > H2 sections > Images/Examples > Conclusion > Author bio.

Required elements: Article or BlogPosting schema, author entity, datePublished, dateModified, at least 1 image with descriptive alt text.

Common mismatches:

• Product Page targeting informational keyword (severity: HIGH)
• Landing Page targeting how-to keyword (severity: CRITICAL)

---

3. Product Page

Primary signals: price displayed, add-to-cart or buy button, product images (multiple angles), specifications/features list, customer reviews with star ratings, SKU or product identifiers.

SERP indicators (top 10): shopping results / product carousel, rich snippets with price + availability + ratings, merchant names in titles, "buy" or "shop" in title tags.

Content structure: Product title > Images > Price + CTA > Description > Specs > Reviews > Related products.

Required elements: Product schema (name, price, availability, review), high-quality images, clear pricing, purchase CTA.

Common mismatches:

• Blog Post targeting product keyword (severity: CRITICAL)
• Comparison Page when user wants to buy (severity: MEDIUM)

---

4. Hybrid (Service + Content)

Primary signals: educational content sections mixed with CTAs, feature explanations with "learn more" and "get started" side by side, common in SaaS, both /blog/ and /product/ internal links in navigation.

SERP indicators (top 10): mix of branded and informational results, some results with Product schema + others with SoftwareApplication schema, moderate ad density.

Content structure: Problem statement > Solution overview > How it works > Feature deep-dives > Social proof > CTA > FAQ.

Required elements: Product or SoftwareApplication schema where appropriate, both educational and commercial CTAs, clear value proposition.

Common mismatches:

• Pure Blog Post missing product integration (severity: HIGH)
• Pure Landing Page missing educational depth (severity: MEDIUM)

---

5. Service Page

Primary signals: service descriptions with methodology/process, case studies or portfolio, "our process" or "how we work" sections, team credentials, contact form or consultation CTA, industry-specific terminology.

SERP indicators (top 10): local pack presence, "near me" related searches, results from agency/firm domains, title tags with "[Service] | [Company]", moderate PAA questions about process/cost.

Content structure: Service overview > Benefits > Process/Methodology > Case studies > Team > Pricing/Packages > Contact CTA.

Required elements: Service or ProfessionalService schema, clear process description, at least one case study or testimonial, contact mechanism.

Common mismatches:

• Blog Post targeting service keyword (severity: HIGH)
• Product Page for custom/consultative services (severity: MEDIUM)

---

6. Comparison Page

Primary signals: "vs" or "versus" in title/URL, feature comparison matrix or table, pros/cons lists, side-by-side layout, "best [X] for [use case]" framing, multiple products reviewed.

SERP indicators (top 10): "vs" queries in related searches, multiple PAA about alternatives, results from review sites (G2, Capterra, TrustRadius), listicle-style titles ("10 Best..."), affiliate disclosures.

Content structure: Introduction > Comparison criteria > Feature matrix > Individual reviews > Verdict/Recommendation > FAQ.

Required elements: Comparison table with clear criteria, pros/cons for each option, clear recommendation or "best for" segmentation, ItemList or Table schema.

Common mismatches:

• Single Product Page when user wants comparison (severity: HIGH)
• Blog Post without structured comparison (severity: HIGH)

---

7. Local Page

Primary signals: physical address displayed, Google Maps embed, NAP (Name, Address, Phone) in consistent format, service area description, directions or "visit us" section, location-specific content.

SERP indicators (top 10): local pack (map + 3 listings), "near me" in related searches, Google Business Profile cards, location in title tags, results from local directories (Yelp, BBB).

Content structure: Business name + location > Services at this location > Map + directions > Hours > Reviews > Local content > Contact.

Required elements: LocalBusiness schema (correct subtype), full NAP, geo coordinates, openingHoursSpecification, embedded map.

Common mismatches:

• Generic Service Page missing local signals (severity: HIGH)
• Blog Post targeting "[service] in [city]" (severity: CRITICAL)

---

8. Tool / Interactive

Primary signals: input fields, calculator or generator interface, interactive elements (sliders, dropdowns, toggles), results output area, utility-first design with minimal marketing copy, "free [tool name]" in title.

SERP indicators (top 10): tool/calculator results in SERP, "calculator" or "generator" or "checker" in related searches, results from tool-first sites, minimal PAA (users want to DO, not READ).

Content structure: Tool interface (above fold) > Brief instructions > Tool output > Supporting content below > FAQ > Related tools.

Required elements: WebApplication or SoftwareApplication schema, functional tool above fold, clear input/output flow, no login wall for basic functionality.

Common mismatches:

• Blog Post about topic where users want a tool (severity: CRITICAL)
• Landing Page without interactive element (severity: HIGH)

---

Classification Priority

When a page shows signals for multiple types, use this priority:

1. If interactive tool is present and functional: Tool
2. If physical address + map: Local (unless tool is primary)
3. If comparison table + "vs" framing: Comparison
4. If price + buy button: Product
5. If CTA-heavy + minimal navigation: Landing Page
6. If service process + case studies: Service Page
7. If educational + CTA mix: Hybrid
8. Default: Blog Post

references/persona-scoring.md (verbatim)

Persona-Based Scoring Methodology

Score the target page from the perspective of each derived persona. This reveals which audience segments the page serves well and which it fails.

---

Persona Derivation

Derive 4-7 personas from SERP intent signals. Do not invent personas without evidence -- every persona must trace back to a signal cluster.

Sources for Persona Derivation

Source	What It Reveals	Example Persona
PAA question cluster	Knowledge gaps by audience	Beginner, Technical Evaluator
Ad copy segments	Commercial audience targets	Budget Buyer, Enterprise Buyer
Related search themes	Journey stage groups	Researcher, Comparison Shopper
SERP result types	Content consumption preferences	Visual Learner, Data-Driven Analyst
Featured snippet format	Expected answer style	Quick-Answer Seeker

Persona Card Format

For each persona, document:

**[Persona Name]** -- [one-line description]
- Role: [job title or situation]
- Goal: [what they want to accomplish]
- Emotional state: [from user-story-framework.md]
- Journey stage: Awareness | Consideration | Decision
- Key questions: [2-3 questions this persona needs answered]
- SERP evidence: [specific signals that generated this persona]

---

4-Dimension Scoring Rubric

Score each persona on 4 dimensions. Maximum 25 points each, 100 total per persona.

Dimension 1: Relevance (0-25)

Does the page address this persona's specific need?

Score	Criteria
21-25	Page directly addresses the persona's primary goal with specific content
16-20	Page covers the topic but lacks persona-specific depth or framing
11-15	Page is tangentially relevant -- persona must extrapolate to find value
6-10	Page mentions the topic but serves a different audience
0-5	Page is irrelevant to this persona's need

Scoring signals: keyword alignment with persona goal, presence of persona-relevant sections (e.g., "for small businesses" section for SMB persona), depth of coverage for persona-specific use cases.

Dimension 2: Clarity (0-25)

Can this persona find their answer within 10 seconds?

Score	Criteria
21-25	Answer is visible above fold or within first scroll for this persona
16-20	Answer is on the page but requires scrolling or navigation
11-15	Answer exists but is buried in dense text or unclear structure
6-10	Persona must piece together the answer from multiple sections
0-5	Answer is not clearly present -- persona would bounce

Scoring signals: heading clarity for persona's question, scan-ability (bullets, tables, bold key terms), table of contents or jump links, information hierarchy matching persona priority.

Dimension 3: Trust (0-25)

Does the page provide adequate trust signals for this persona?

Score	Criteria
21-25	Multiple trust signals directly relevant to this persona's concerns
16-20	General trust signals present but not persona-specific
11-15	Some trust signals but gaps in what this persona needs
6-10	Minimal trust signals -- persona would feel uncertain
0-5	No trust signals or signals that actively undermine trust for this persona

Scoring signals: testimonials from similar users/companies, relevant credentials or certifications, security badges (for risk-averse personas), case studies matching persona's industry or size, author expertise signals.

Dimension 4: Action (0-25)

Is there a clear next step for this persona?

Score	Criteria
21-25	Clear, persona-appropriate CTA with low friction
16-20	CTA exists but is generic (not tailored to persona's stage)
11-15	Next step is available but not prominent or requires searching
6-10	Only one CTA that doesn't match persona's journey stage
0-5	No clear next step -- persona reaches a dead end

Scoring signals: CTA relevance to journey stage (awareness = "learn more", decision = "buy now"), friction level (free trial vs sales call), CTA placement relative to persona-relevant content, alternative paths for different readiness levels.

---

Score Interpretation

Range	Rating	Implication
80-100	Excellent	Page serves this persona well -- minor optimizations only
60-79	Good	Page is relevant but has notable gaps for this persona
40-59	Needs Work	Page partially serves this persona -- significant improvements needed
0-39	Critical Mismatch	Page fails this persona -- major restructuring or new page needed

---

Aggregation and Prioritization

Weighted Average

Not all personas are equally important. Weight by estimated search volume share:

• If SERP shows 70% informational intent, weight informational personas higher
• If ads dominate, weight commercial personas higher
• If local pack present, weight local personas higher

Priority Ranking

Sort improvement recommendations by:

1. Weakest persona with highest search volume weight = biggest opportunity
2. Lowest-scoring dimension across all personas = systemic issue
3. Critical mismatch personas = fundamental page-type problem

Output Format

## Persona Scores for [URL]

| Persona | Relevance | Clarity | Trust | Action | Total | Rating |
|---------|-----------|---------|-------|--------|-------|--------|
| [Name] | XX/25 | XX/25 | XX/25 | XX/25 | XX/100 | [Rating] |
| ... | ... | ... | ... | ... | ... | ... |

### Weakest Persona: [Name] (XX/100)
**Top issue:** [specific problem]
**Recommended fix:** [concrete action with page-level detail]

### Systemic Issues
- [dimension]: [pattern across all personas]

### Priority Actions
1. [Action targeting weakest persona]
2. [Action targeting systemic issue]
3. [Action targeting next weakest persona]

---

Validation Rules

• Every persona traces to specific SERP signals (no invented personas)
• Scores include specific evidence from the page (not just numbers)
• Recommendations are concrete (section names, CTA text, placement)
• At least 4 personas scored, no more than 7
• Weakest persona is addressed first in recommendations
• Score interpretation uses the standard ranges above

references/user-story-framework.md (verbatim)

User Story Framework: SERP Signals to User Intent

Derive user stories from observable SERP signals. Every story must cite the specific signal that generated it -- no guessing.

---

Signal Sources

1. People Also Ask (PAA)

PAA questions reveal knowledge gaps and concerns the searcher has.

• Cluster PAA by theme: definitional ("what is"), procedural ("how to"), evaluative ("is X worth it"), comparative ("X vs Y"), risk ("is X safe")
• Each cluster maps to a distinct persona or journey stage
• Definitional PAA = awareness stage, evaluative PAA = consideration, comparative PAA = decision stage

2. Ad Copy

Ads reveal commercial triggers and objection handling that convert.

• Extract recurring themes across all visible ads (top + bottom)
• Common patterns: free trial emphasis (barrier: commitment), trusted-by counts (barrier: trust), price anchoring (barrier: cost), speed claims (barrier: time)
• If no ads appear, the keyword is likely informational -- commercial intent is low

3. Related Searches

Related searches reveal the search journey -- what comes before and after.

• Searches with added qualifiers (+ "for beginners", + "pricing") = narrowing
• Searches with removed qualifiers = broadening / pivoting
• "[keyword] alternatives" = dissatisfaction signal
• "[keyword] vs [competitor]" = active comparison stage
• "[keyword] reviews" = trust-seeking before purchase

4. Featured Snippets

The snippet format reveals the expected answer structure.

• Paragraph snippet = user wants a concise definition or explanation
• List snippet = user wants steps or ranked items
• Table snippet = user wants structured comparison data
• Video snippet = user wants visual demonstration
• No snippet = Google uncertain about best format (opportunity)

5. AI Overview

AI Overview reveals what Google considers the authoritative synthesis.

• Sources cited = authority signals Google trusts for this topic
• Answer structure = the format Google believes best serves the query
• If target page is not cited = content does not match Google's synthesis model

---

User Story Format

As a [persona],
I want to [goal],
because [emotional driver],
but I'm blocked by [barrier].

Persona Derivation

Derive from signal clusters, not assumptions:

• PAA cluster about cost/pricing = Budget-Conscious Buyer
• PAA cluster about setup/implementation = Technical Evaluator
• Ads emphasizing trust/security = Risk-Averse Decision Maker
• Related searches with "for small business" = SMB Owner
• Related searches with "enterprise" = Enterprise Buyer

Emotional States

Map SERP signals to emotional states:

Signal Pattern	Emotional State
"Is X safe / legitimate / scam" in PAA	Skeptical
Many comparison queries in related	Overwhelmed by choices
"How to [basic task]" dominating PAA	Confused / frustrated
High ad density + shopping results	Ready to buy
"Best [X] for [use case]" results	Evaluating carefully
"[X] not working / problems" in PAA	Frustrated with current solution

Barrier Types

Barrier	SERP Signal	Page Must Address
Information gap	PAA questions unanswered by snippet	Clear, complete answer in first scroll
Trust gap	Ads emphasize trust badges / reviews	Social proof, credentials, guarantees
Comparison fatigue	Many "vs" and "best" related searches	Clear differentiation or recommendation
Price sensitivity	PAA about cost, free alternatives	Transparent pricing, value justification
Technical confusion	"How to" PAA, setup-related queries	Step-by-step guide, demo, or tool
Time pressure	Ads with "instant" / "today" / "fast"	Quick-win content, speed of resolution

---

Example Derivation

Keyword: "project management software"

Observed signals:

• PAA: "Is Monday.com better than Asana?", "What is the cheapest project management tool?", "Do I need project management software for a small team?"
• Ads: "Free forever plan", "Trusted by 150,000 teams", "Set up in 5 minutes"
• Related: "project management software for small business", "free project management tools", "Asana vs Monday vs ClickUp"
• Featured snippet: list of tools with brief descriptions

Derived user stories:

1. As a small business owner, I want to find affordable PM software, because I need to organize my growing team, but I'm blocked by price sensitivity and fear of paying for features I won't use. (Source: PAA "cheapest", related "small business", ads "free forever")

2. As a team lead evaluating tools, I want to compare the top 3 options side by side, because my boss asked for a recommendation, but I'm blocked by comparison fatigue from too many similar-looking options. (Source: related "Asana vs Monday vs ClickUp", PAA "is Monday better than Asana")

3. As a non-technical manager, I want software that works immediately without training, because I can't afford downtime during migration, but I'm blocked by technical confusion about setup complexity. (Source: ads "set up in 5 minutes", PAA "do I need PM software for small team")

---

Story Quality Checklist

• Every story cites at least one specific SERP signal
• Persona name reflects the signal source, not assumptions
• Emotional driver is grounded in observable SERP tone
• Barrier is specific enough to suggest a page-level fix
• 3-5 stories cover the primary intent angles (no duplicates)
• Stories span at least 2 journey stages (awareness, consideration, decision)

references/wireframe-templates.md (verbatim)

Wireframe Templates: IST/SOLL Patterns

Generate before (IST) and after (SOLL) wireframes showing what the page currently looks like vs what it should look like based on SERP expectations.

Core Principles

1. Ultra-concrete placeholders: Not "add CTA" but "add pricing CTA with annual savings badge below hero, linking to /pricing#enterprise"
2. Mobile-first: Assume 375px viewport first; above-the-fold (~600px) must contain the most critical element for the page type
3. Semantic HTML: Output as section outline with HTML5 elements

IST Generation

Parse the current page and map to this structure:

IST: [URL]
├── ABOVE FOLD
│   ├── [element]: "[actual content]"
│   └── [element]: "[actual content]"
├── MAIN CONTENT
│   ├── [section]: "[summary]" (~XXX words)
│   └── [section]: "[summary]" (~XXX words)
├── SUPPORTING
│   └── [element]: "[description]"
└── FOOTER — [elements present]

Missing from SERP expectations:
- [element]: [why it matters]

SOLL Templates by Page Type

1. Landing Page

<header> Nav: logo + 3-4 links max + primary CTA button </header>
<section class="hero">
  H1: [value proposition matching target keyword]
  Subhead: [supporting benefit] | CTA: [primary action]
  Trust line: "Trusted by [X] companies including [logos]"
</section>
<section class="social-proof"> 3-5 logo badges + key metric </section>
<section class="features"> 3 blocks: icon + H3 + 2-line desc (address PAA) </section>
<section class="how-it-works"> 3-step process with numbered icons </section>
<section class="testimonial"> Quote + photo + name + title + company </section>
<section class="pricing"> 2-3 tiers, recommended highlighted, annual toggle </section>
<section class="faq"> FAQ content from 5-7 PAA questions </section>
<section class="final-cta"> Repeat hero CTA with urgency </section>

2. Blog Post

<article>
  <header> H1 | Author + photo + credentials | Date + Updated | Reading time </header>
  <nav class="toc"> Jump links to H2 sections </nav>
  <section class="intro"> Hook + thesis + TL;DR box (above fold) </section>
  <section> H2: [cluster 1] — address PAA #1 </section>
  <section> H2: [cluster 2] — address PAA #2 </section>
  <section> H2: [cluster 3] — comparison table if SERP warrants </section>
  <section> H2: [cluster 4] — image/diagram </section>
  <section class="expert-quote"> Blockquote from SME (E-E-A-T) </section>
  <section> H2: FAQ — remaining PAA questions </section>
  <footer> Author bio | Related posts (3) | CTA: newsletter </footer>
</article>

3. Product Page

<section class="product-hero">
  H1: [product + benefit keyword] | Gallery: 4-6 images
  Price + savings indicator | CTA: "Add to Cart" (above fold)
  Trust: stars + review count + shipping
</section>
<section class="key-features"> 4-6 bullets: feature + benefit </section>
<section class="specifications"> Table: specs, dimensions, compatibility </section>
<section class="reviews"> aggregateRating + 5 reviews, filterable </section>
<section class="comparison"> "Why choose this" table (if SERP shows intent) </section>
<section class="faq"> Product PAA questions </section>
<section class="related"> 4 complementary products </section>

4. Comparison Page

<header>
  H1: "[A] vs [B]: [year] Comparison"
  Quick verdict: "Best for [use case]: [winner]"
</header>
<section class="matrix"> Feature table: check/cross/partial icons </section>
<section class="reviews">
  H2: [A] — pros, cons, best for, pricing
  H2: [B] — pros, cons, best for, pricing
</section>
<section class="verdict"> Persona recs: "Choose A if...", "Choose B if..." </section>
<section class="faq"> Comparison PAA questions </section>

5. Service Page

<section class="hero"> H1: [service + location] | CTA: "Free Consultation" </section>
<section class="problem"> Empathy-driven problem statement </section>
<section class="process"> 3-5 numbered steps </section>
<section class="results"> 2-3 case studies with before/after metrics </section>
<section class="credentials"> Certs, experience, team </section>
<section class="pricing"> Packages or "starting at" </section>
<section class="faq"> PAA questions </section>
<section class="cta"> Repeat CTA + contact form </section>

6. Local Page

<section class="hero">
  H1: [service] in [city] — [business name]
  CTA: "Call Now" + "Get Directions" | NAP displayed
</section>
<section class="map"> Google Map embed + landmark directions </section>
<section class="services"> Location-specific services (unique content) </section>
<section class="reviews"> Review widget with reviewer locations </section>
<section class="hours"> openingHoursSpecification + "open now" </section>
<section class="about"> Team, history, community (location-specific) </section>

7. Tool / Interactive

<section class="tool" id="tool">
  H1: Free [Tool Name] — [purpose]
  Input: [fields/dropdowns/upload] (ABOVE FOLD)
  CTA: "Calculate" / "Generate" / "Check" | Output zone
</section>
<section class="instructions"> How to Use — 3 steps max </section>
<section class="explanation"> Educational depth for SEO </section>
<section class="faq"> Tool-specific PAA </section>
<section class="related-tools"> 3-4 related tools </section>

8. Hybrid (Education + Product)

<section class="hero">
  H1: [education + product keyword] | Dual CTA: "Learn More" + "Try Free"
</section>
<section class="education"> Address awareness-stage PAA </section>
<section class="solution"> Bridge: how [Product] solves this </section>
<section class="features"> 3-4 benefit-framed features </section>
<section class="proof"> Case study or testimonial </section>
<section class="cta"> Match journey stage from SERP analysis </section>
<section class="faq"> Mix of educational + product PAA </section>

Placeholder Rules

When filling SOLL placeholders, always be specific:

Bad (vague)	Good (concrete)
"Add a CTA"	"Add 'Start Free Trial' button below hero, green #2d6a4f, links to /signup"
"Include social proof"	"Add 3 logos (G2, Capterra, TrustRadius) + '4.8/5 from 2,300 reviews'"
"Add FAQ section"	"Add 5 FAQs from PAA: 'Is X safe?', 'How much does X cost?', ..."
"Improve trust"	"Add SSL badge + 'SOC 2 certified' banner + customer count"
"More content"	"Add 400-word section under H2 'How [Feature] Works' with diagram"

Back to seo skill (claude-seo: 25 sub-skills, 18 sub-agents) or Agent skills.