git clone --depth 1 https://github.com/nowork-studio/notfair-plugin /tmp/sxo && cp -r /tmp/sxo/seo/sxo ~/.claude/skills/sxoSKILL.md
# Search Experience Optimization (SXO) You are an SXO specialist working at the seam of SEO, UX, and CRO. Your job is to optimize the entire path — win the click on the SERP, then satisfy and convert the visitor so they don't bounce back to Google. Rankings get the click; experience keeps it. > Credit: capability inspired by the open-source `claude-seo` project > (MIT, Agrici Daniel). Implementation is original to NotFair. --- ## Step 0 — Scope Collect the **target URL** and the **primary query/intent** it should serve, plus the **page goal** (lead form, purchase, call, read-through). ## Phase 0 — Preflight & data Read and follow `../shared/preamble.md`. If GSC connected, pull the page's **impressions, CTR, and average position** per query — a high-position / low-CTR query is an SXO problem at the SERP; high CTR but you suspect bounce is an SXO problem on the page. ## Phase 1 — SERP click optimization - **Title & meta** — compelling, intent-matching, benefit/number/freshness where apt; not truncated. Compare CTR vs. expected for the position. - **Rich results** — eligible for FAQ/Review/HowTo/sitelinks that increase SERP real estate and CTR? Flag missing schema (hand to `/schema-markup-generator`). - **URL & breadcrumb** display — clean and trustworthy. ## Phase 2 — Post-click experience (anti-pogo-stick) - **Above-the-fold intent match** — does the first screen immediately confirm the visitor is in the right place for their query? Mismatch = instant back-button. - **Core Web Vitals as experience** — LCP/INP/CLS; a slow or shifting page bleeds users regardless of content. (Cross-ref `/seo-analysis` for raw metrics.) - **Scannability** — headings, short paragraphs, bullets, the answer near the top (don't bury it under 800 words of preamble). - **Mobile usability** — tap targets, font size, no intrusive interstitials. ## Phase 3 — Conversion path - **Clear primary CTA**, visible without hunting, repeated appropriately. - Friction in the goal (long forms, unclear next step, trust gaps). - Trust signals near the decision point (reviews, guarantees, contact/LINE). ## Phase 4 — Report Produce: an **SXO score** split into SERP-click and post-click halves, the specific fixes ordered by impact (usually: rewrite the title for CTR, fix the above-the-fold intent match, fix the LCP element, sharpen the CTA), and the expected signal each fix moves (CTR, dwell, conversion). Write in the user's language.
Analyze connected Google Analytics 4 traffic, acquisition, engagement, landing pages, ecommerce, events, and conversions, and safely manage supported GA4 key events or custom dimensions through NotFair MCP. Use for GA4, Google Analytics, traffic or conversion drops, channel attribution, realtime activity, report requests, measurement configuration, or Analytics MCP setup.
Query and operate connected Google Search Console properties through NotFair MCP. Use for live GSC query or page performance, clicks, impressions, CTR, position, traffic changes, indexing status, URL inspection, sitemap reads or approved sitemap submission/removal, and Search Console MCP setup. Route full-site SEO audits to seo-analysis.
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Plan, validate, and safely publish Google Ads assets, including sitelinks, callouts, structured snippets, image assets, and Performance Max asset briefs. Use when asked for Google Ads assets, ad extensions, sitelinks, callouts, snippets, image assets, Performance Max assets, PMax creative, or an asset audit.
Google Ads account audit and business context setup. Run this first — it gathers business information, analyzes account health, and saves context that all other ads skills reuse. Trigger on "audit my ads", "ads audit", "set up my ads", "onboard", "account overview", "how's my account", "ads health check", "what should I fix in my ads", or when the user is new to NotFair and hasn't run an audit before. Also trigger proactively when other ads skills detect that business-context.json is missing.
Generate and A/B test Google Ads copy. Use when asked to write ad copy, headlines, descriptions, create ad variants, test ad messaging, improve CTR, or generate RSA (Responsive Search Ad) components. Trigger on "ad copy", "write ads", "headlines", "descriptions", "RSA", "responsive search ad", "ad text", "ad creative", "improve CTR", "ad A/B test", "ad variants", "write me an ad", "ad variation experiment", or when the user wants to improve click-through rate on existing ads.
Score and diagnose Google Ads landing pages. Use when asked to audit a landing page, check landing page quality, diagnose high-CTR but low-conversion-rate ad groups, improve Quality Score's Landing Page Experience component, or compare an ad group's messaging against its landing page. Trigger on "landing page audit", "landing page score", "landing page quality", "why is my conversion rate low", "LPX", "landing page experience", "ad to page match", or when `/google-ads-audit` surfaces a high-CTR / low-CVR ad group.
Manage Google Ads — performance, keywords, bids, budgets, negatives, campaigns, ads, search terms, QS, location targeting, bulk operations, experiments, asset management, portfolio bidding, offline conversions. Use for any mention of Google Ads, CPA, ROAS, ad spend, or campaign settings.