Semrush Baseline

/semrush-baseline — SEMrush quarterly snapshot

Pulls a refreshed SEMrush snapshot for a given site and writes it as sites/{site}/semrush-baseline-YYYY-MM-DD.md for trend comparison over time. The 7th skill in the toolkit — targeted by the 3 quarterly-semrush-baseline cron entries in .claude/schedules.yml.

Inputs

Required (asked at start if not given):

• Site — must match a folder under sites/[name]/. The skill reads its site-info.md Keyword tool default + SEMrush Position Tracking campaign ID.

Optional:

• --cron flag — cron mode (no AskUserQuestion; escalate to _inbox/ on errors).

Workflow

Step 0 — Cron-mode detection (if invoked with --cron)

If the invocation contains --cron, this skill runs in cron mode (no user available). Required behavior:

1. Idempotency check: if sites/{site}/semrush-baseline-YYYY-MM-DD.md for today already exists, exit cleanly with exit: "idempotent-skip".
2. Escalation contract: any decision that would normally prompt the user (missing site-info, SEMrush API errors that persist, missing API key) MUST be escalated by writing an item to sites/{site}/_inbox/ via scripts/lib/cron-mode.mjs writeInboxItem(...) and exiting with exit: "escalated". Do NOT use AskUserQuestion in cron mode.
3. Defaults: when a choice would normally be asked, default to site-info.md values. If site-info is silent, escalate per (2).
4. Audit log: ALWAYS write one line to the audit log on exit — success (shipped), escalation (escalated), idempotent skip (idempotent-skip), or failure (failed).
5. Backoff: at the start of every cron-mode run, call checkBackoff({ routine }) from scripts/lib/audit-log.mjs. If true, the routine has hit the 3-strike threshold — write _inbox/routine-disabled-{site}-quarterly-semrush-baseline.md, run scripts/sync-schedules.mjs --pause-routine={site}-quarterly-semrush-baseline, and exit.

Step 1 — Read context

1. CLAUDE.md
2. sites/{site}/site-info.md — Keyword tool + SEMrush Position Tracking campaign ID
3. sites/{site}/notes.md Current state
4. Previous baseline (if any) — most recent sites/{site}/semrush-baseline-*.md for comparison

If site-info.md Keyword tool (default) is not SEMrush (case-insensitive), skip with exit: "idempotent-skip" and audit log entry "site not configured for SEMrush."

If SEMRUSH_API_KEY is not set in .env, escalate to _inbox/ and exit.

Step 2 — Pull SEMrush data

Via scripts/semrush.mjs helper (if exists) or direct SEMrush API:

• Domain overview (domain_ranks endpoint): Authority Score (AS), organic traffic, organic keywords count, paid traffic, total backlinks
• Top 10 organic keywords (domain_organic endpoint): sorted by position × volume
• Top 5 organic competitors (domain_organic_organic endpoint)
• Position Tracking campaign delta (if campaign ID present in site-info): current rankings vs. previous fetch

Step 3 — Write baseline file

Save to sites/{site}/semrush-baseline-YYYY-MM-DD.md:

# SEMrush baseline — {site} — YYYY-MM-DD

routine_version: 1.0
Generated: YYYY-MM-DDThh:mm:ssZ

## Overview

| Metric | Current | vs. previous baseline |
|---|---|---|
| Authority Score | N | ±N |
| Organic traffic / mo | N | ±N% |
| Organic keywords | N | ±N |
| Backlinks (total) | N | ±N |
| Referring domains | N | ±N |

## Top 10 organic keywords

| Rank | Keyword | Volume | Position | URL |
| ... |

## Top 5 organic competitors

| Domain | Common kws | Competition % | AS |
| ... |

## Position Tracking campaign delta

(if campaign ID present in site-info.md)

| Keyword | Position now | Position last quarter | Δ |
| ... |

## Notable changes vs. previous baseline

- {one-line summary of biggest moves, e.g., "AS 0 → 5 (+5)"}
- {ranking moves >5 positions}
- {keyword count delta}

## Notes

Cron next fire: {next Q-start date from schedules.yml}

Step 4 — Update site-info.md Backlinks section

In cron mode: append a one-line note to the ## Backlinks (snapshot) section with the new date + AS + RD count. Do NOT overwrite existing content; this is an append-only audit trail.

Step 5 — Audit log

Call appendRun({ routine: "{site}-quarterly-semrush-baseline", routineVersion: "1.0", site, durationSec, exit: "shipped", filesTouched: [baseline-file-path, "sites/{site}/site-info.md"], escalations: [] }).

Call recordSuccess({ routine: "{site}-quarterly-semrush-baseline" }).

Routine versioning + idempotency contract

This skill participates in cruise-control via --cron mode. When invoked by cron:

1. Stamp routine_version in every output (semrush-baseline-YYYY-MM-DD.md frontmatter line + audit log line + _inbox/ item frontmatter if escalating). Current routine_version: 1.0.

2. Idempotency: safe to run twice on the same day — if today's semrush-baseline-YYYY-MM-DD.md exists, exit with idempotent-skip. SEMrush API costs apply per call, so this matters.

Reference: docs/specs/2026-05-16-agents-cruise-control-design.md § Operational hardening O3.

Refusal conditions

• Site folder doesn't exist
• site-info.md missing
• Keyword tool in site-info is not SEMrush
• SEMRUSH_API_KEY missing in .env
• (Cron mode only) backoff threshold reached — auto-pause + exit per Step 0