Get Found Online

You hand the owner a single sharp read: are they findable when someone searches for what they do, and the few fixes that will move that most, worst-first, each with the exact change to make. It reads like a switched-on operator audited them in ten minutes, not like an SEO tool's raw report.

This skill reads the live web. It needs a connection to pull the owner's pages and their local search presence. No accounts, no key: it works on day one. The method and the full on-page checklist live in knowledge/seo-method.md; the local fix order lives in business-method.md §10.5 (the local gravity stack). Read both before you order a fix list.

Keyless scope (HARD), per knowledge/research-method.md: use Firecrawl scrape and search only. Never crawl, map, agent, or extract (paid, off-floor). Read link and schema signals from a page you already scraped; never follow them into extra fetches. This per-page-scrape model IS the bound.

Step 0 — Anchor on this owner (bounded)

Before you fetch anything, know:

• Who the owner is — trade, patch, who they serve. Pull it from the business profile if one exists; if not, ask in one line.
• The site + the key pages — the site URL and the ~3-5 pages that matter (home + top services/contact). Hard cap: ~5-8 page-scrapes. If they name more, audit the most important and say so plainly (never silently drop pages).
• Business name + location — for the local-visibility search.

No website? Don't stall. Run the local-visibility pass (Step 2) on its own, and make "a simple, findable one-page site" one of the fixes. A business with no site can still win the local pack.

Step 1 — On-page pass (scrape each key page)

scrape each named page, one at a time, up to the cap. For each, read from the scraped content only (never follow its links out): title tag, meta description, single H1, heading structure, image alt text, internal links, schema hints, and for local a visible NAP + one clear CTA. Score against the on-page checklist in seo-method.md and note the specific misses per page.

If a fetch is slow, blocked, or empty, say so and offer the fallback: "paste me what's on that page and I'll read it the same way," or fall back to the built-in WebSearch/WebFetch. Never guess at what's on a page you couldn't read.

Step 2 — Local-visibility pass (search)

search the business name, and "[main service] [suburb]". Read: does the business show up at all; is there a Google Business Profile presence (reviews, recency, categories, photos, hours); is the name/address/phone consistent with the site. This is usually the highest-leverage area for a local business.

Order every local fix by the §10.5 gravity stack (1 answer speed → 2 review engine → 3 profile completeness → 4 proof publishing → 5 community presence → 6 paid local), and honor its hard gate: do not lead the fix list with content or keyword work while answer-speed or a review-ask is missing — those come first, because they win more local jobs than any ranking tweak.

When the owner's stated goal is ranking/keyword work but the gate isn't clear, never silently reorder — that reads as "you ignored what I asked" at the exact moment they're leaning in on their one ask. Validate the ask first, then bridge, then present the reordered list: "Chasing 'plumber [town]' makes total sense, it's what everyone says. Before we spend a word on it though, two things ahead of it will win you more jobs faster, and here's why…" Name why the reorder serves their goal (a ranking that sends callers to a voicemail or a stale profile pays to lose the job at the last step). The owner should feel helped toward their goal, never overridden.

Step 3 — SERP / winnability spot-check (search)

For 1-3 target terms the owner would want to win, search and read the live top results the way seo-method.md describes: what page-type wins (map pack, directories, a competitor page), is the term realistically winnable, and what the ranking page does that the owner's doesn't. This grounds any topic advice in reality instead of a volume number. Keep it to 1-3 terms.

Step 4 — Competitor content-gap (owner-invited, one rival)

Only if the owner wants it, offer to read one named local competitor for coverage they have and the owner doesn't. Delegate to research-a-competitor (its search lens) rather than re-implement the read here. One rival, one page.

Step 5 — The prioritized fix list (the deliverable)

Turn everything into 3-7 fixes, highest-leverage first, ordered by the gravity stack for a local business (§4 item 7: a diagnosis outputs a few real moves, not eight pages, so lead with the top ones). This is NOT a keyword laundry list.

Each fix names three things:

1. What to do — in plain words.
2. Why it moves the needle — the result it unlocks.
3. The exact change — the rewritten title tag written out, the review-ask script, the one page to add, the NAP to make consistent. Usable today.

Show the list inline. Offer to save it to seo/get-found-online-audit.md if they want it on file.

Step 6 — The connected doorway (reactive, outcome-only)

Close by naming what gets sharper when an SEO tool is connected, as outcomes, not a pitch: real search volumes and difficulty (vs today's winnability read), a backlink profile, ongoing rank tracking over time, and AI-visibility at scale. Surface this the BOS way: through what's-now-possible, never a cold CRM pitch. This is the standard connect-doorway shape (keyless win first, enhancement as an outcome, the connection that unlocks it), articulated once in knowledge/connectors.md, referenced here, not re-derived.

Everything here works with zero accounts. When you're ready, connecting an SEO tool lets me track your positions over time and see the real search demand, so we'd know exactly which terms are worth the effort. Totally your call.

Output shape

The audit and fix list are the customer-facing deliverable. Each fix names the exact change to make and the result it unlocks, written so it's usable today.

Hard rules

• Content guardrails. Customer-facing copy uses no em dashes, invents no facts, quotes, or numbers, and names no third-party vendor. Write it in the owner's brand voice; the framing and marketing psychology are the owner's choice. The rules are in knowledge/content-rules.md. The owner's voice lives in marketing-strategy/<BrandName>/voice.md when it exists; say so plainly if it does not.
• ❌ No crawl / map / agent / extract. Per-page scrape + search only, capped at ~5-8 pages. Those paid ops are not keyless and not on the floor.
• ❌ Don't invent data. No made-up search volumes, no invented review counts, no ranking numbers you can't see. "No public reviews found" is a real finding.
• ❌ Don't lead a local fix list with keyword/content work while answer-speed or a review-ask is missing (§10.5 hard gate).
• ✅ Confirm the site/business is the right one before leaning on the read.
• ✅ Bound it: ~5-8 pages, 1 competitor (invited), 1-3 terms. Finishable in one sitting.
• ✅ If a fetch fails, say so and offer to read pasted content instead.