Business Builders · SEO Operating Standard
Claude Code thinks. The site executes. Search Atlas keeps score.
The short answer: Claude Code runs every audit and every fix, on every platform. Replit, WordPress, and custom sites are just where the changes land. Search Atlas measures and reports, and never touches the site.
01 · The split
Tools break when two of them change the same thing. Each layer owns its lane and stays out of the others.
Proportions shown are a working estimate for discussion. Confirm them with the time-tracking sprint. [TK: source needed]
Layer 1 · the brain
Diagnoses and fixes. Identical on every platform, which is what makes the process repeatable.
Not thisRank tracking or client-facing dashboards.
Layer 2 · the scoreboard
Measures and proves. It is our reporting system, not our editing system.
Not thisThe on-page injection layer stays off. It sits on top of the site where our code cannot see it, and it overwrites approved Google Business photos.
Layer 3 · the hands
Where changes land. This is the only layer that differs by platform.
Not thisWe do not rely on Replit's own SEO audit. It reads the code, not the live web, so it misses Search Console errors and old-URL damage.
02 · Who owns what
Print this. Every SEO task has exactly one owner.
| Task | Owner |
|---|---|
| Technical audit | Claude Code |
| Meta titles, descriptions, schema | Claude Code |
| Redirects and URL mapping | Claude Code |
| Search Console errors and queries | Claude Code |
| Pre-launch check | Claude Code |
| On-page copy recommendations | Claude Code → client approves |
| Applying the fixes | The site Replit / WP / repo |
| Keyword rank tracking | Search Atlas |
| Local directories and citations | Search Atlas |
| AI citation tracking | Search Atlas 30-day, never daily |
| Google Business Profile posts | Google, natively |
03 · Platforms
You run the same command in Claude Code no matter where the site lives. It detects the platform and adapts.
/seo-audit --apply-via replit
Claude Code audits, then hands the fix list to the Replit agent. Review, then publish.
/seo-audit --apply-via wordpress
Claude Code connects to WordPress and edits directly. Same fix list, same order.
/seo-audit --apply-via repo
Claude Code edits the code and redeploys. Same fix list again.
Build these two skills once
A monthly seo-audit skill and a pre-launch skill. Every person on every client runs the same two. That is the whole consistency problem, solved.
04 · The three levels
These three levels are not separate products. They are the SEO level that comes with each client tier, per THE-ENGINE: fundamentals at Base and Foundation, full at Growth, comprehensive at Scale. SEO never consumes a play slot. One person owns the client and runs the whole loop.
How to run it
seo-audit in Claude CodeClient result
Found, and correctYour site is technically clean and your business shows up right in local search. This holds the ground. It does not grow rankings.
How to run it, plus
Client result
Ranking and risingYou start showing up for the terms you sell on. Expect movement on a tracked keyword list and organic traffic that trends up.
How to run it, plus
Client result
Owning the categoryPage one for your target terms, named in AI answers, and video showing up alongside. Search your category, and there you are.
05 · Content
We already have two content plays. The gap is not that content is missing. The gap is that SEO and the content plays do not talk to each other.
SEO optimizes content that exists. Plays create content that does not. SEO fundamentals cover on-page hygiene on every page and post we already have, in every tier, and never use a play slot. Writing something new is Content Creation or Content Multiplier, and those cost a play slot at Foundation and up.
Step 1
Pull keyword gaps, competitor gaps, and AI citation gaps from Search Atlas.
SEO ownerStep 2
Add those gaps to the answer backlog that already comes from sales calls and reviews.
AMStep 3
Write it in client voice with the blog-writer skill. Run bb-house-style before it moves.
CMStep 4
Client signs off. Publish with meta title, description, schema, and an internal link to the service page.
AM → PMStep 5
New URLs go into rank tracking. Next month's gaps come from what did and did not move.
SEO ownerSteps 2, 3, and 4 are already written into the Content Creation and Content Multiplier plays. Steps 1 and 5 are the new part, and they are what this playbook adds.
Plays are bought per quarter, so content only runs if the client spends a slot on it.
Base
$2,000 · 0 plays
No new content. We fix meta and schema on what already exists. Nothing gets written.
Foundation
$3,500 · 1 play / qtr
Content only if they spend their one slot on it. Otherwise same as Base.
Growth
$7,000 · 3 plays / qtr
Usually one content play. Four net-new pieces a month, or the 8 / 2 / 2 multiplier package.
Scale
$15,000+ · 5 plays / qtr
Often both content plays, plus video. This is the tier where AI answer citations are realistic.
06 · Standing rules
SEO audits want to rewrite page text, and that text is often the most valuable fix. Send it to the client first. Never change approved copy on your own.
Clients do not care how many boxes we checked. Show them the search, and show them where they land. Rankings and traffic, every time.
Remove an offboarded client from Search Atlas the day they leave. They burn credits and keep an open door into their site.
Search Atlas runs about $49 a site (figure cited in the Aug 4, 2026 team meeting). Our hours are the expense. When a client eats more time than their tier allows, move the tier, not the budget.
Business Builders
August 2026 · Draft for the next marketing meeting. Tier hours and skill command names are proposed, not final. Confirm owners and hours as a team before this becomes standard.