Launch Website

Launch Website — Search Atlas Website Launch Planner

Turn discovery inputs (URL, services, locations) into a complete pre-launch plan: site architecture, per-page briefs with primary + long-tail keywords, metadata, modules, FAQs, schemas and internal linking — grounded in real Search Atlas data.

Scope: local service businesses with 1–5 physical locations. Not national franchises. A franchise's page strategy assumes brand demand an independent does not have; copying it produces a site that ranks for nothing.

Two rules that override everything else

1. Never publish a number you did not pull from a tool. Ratings, review counts, licence numbers, years in business, job counts, awards, competitor metrics. If it is not sourced, it does not go in the plan — not as an example, not as a placeholder that looks like data.
2. Never generate a page just because a keyword exists. Search volume is not a publish gate. Evidence is. See Phase 3.

Both exist because the failure mode of this skill is a plan that looks researched. A partner cannot tell an invented volume from a real one by reading it.

Prerequisites

The searchatlas MCP server must be connected. If mcp__searchatlas__* tools are not available, stop and tell the user to add it (https://mcp.searchatlas.com/mcp).

Do not add a tool name from memory — verify it against the live MCP tool list first.

Phase 0 — Identify target

Which domain do you want to plan a launch for? (paste a URL, or type list to pick from your account)

list → otto_list_projects, present a numbered menu.

Capture domain, client_slug. If the argument hint contains a URL, pre-fill and skip.

Phase 0.5 — Existence check + pillar scores

Run in parallel. Discover only — create nothing yet. Each lookup fails soft.

If otto_project_id exists, also pull se_get_holistic_seo_scores (Technical · Content · Authority · UX, 0–100).

🔍 Existence check for {domain}:
   🏗️  OTTO project       {emoji} {exists/missing}  [id]
   🏷️  Brand vault        {emoji} {exists/missing}  [uuid]
   📍  GBP locations      {emoji} {N found}         [ids]
   💰  PPC business       {emoji} {exists/missing}  [id]
   👁️  LLM Visibility     {emoji} {exists/missing}  [id]

   Pillar scores (if OTTO project exists):
   Technical    {N}/100   {bar}
   Content      {N}/100   {bar}
   Authority    {N}/100   {bar}
   UX           {N}/100   {bar}

Pillar scores reorder the Phase 10 playbook:

• Authority < 40 → front-load PR / Digital PR / Link Listings to month 1
• Content < 50 → topical map + article generation become week-2, not week-4
• Technical < 60 → run otto_audit_site before the build, not at launch
• UX < 60 → flag in Open Questions as a redesign scope beyond content

Phase 1 — Brand vault auto-pull, or manual collection

Path A — vault exists

Show the pulled data and ask yes / edit [field]. Edits push back via bv_update_profile (business info, name, description, colors) or bv_update_ai_settings (voice). There is one profile-update tool, not a family of field-specific ones.

Trust grading. bv_get_sources tells you whether a value came from a human, a document upload, or an auto-crawl of the client's old website. An auto-crawled value is an input to confirm, not a fact to publish — and the old site is exactly the janky, out-of-date artifact being replaced.

Path B — no vault

Collect via AskUserQuestion:

Required: business_name · domain · services · primary_location · location_count (how many physical locations with their own address, 1–5)

Optional: service_areas · competitors · vertical

If the site is live, WebFetch or web_scrape the homepage to pre-fill candidates for the user to confirm.

Then offer: "Want me to create a Search Atlas brand vault for {domain} so this data is reusable?" → bv_create.

Required-for-publish inputs

These are not optional and the plan says so explicitly when they are missing. Absent identity/legal/licensing data is a hard fail, not a silently omitted block:

• Legal business name, exact NAP per location, licence number(s) + issuing state
• Insurance status, service capability per service line
• Booking/form endpoint, or an explicit "phone only" decision
• Review source (which GBP location each rating is pulled from)

Phase 2 — Keyword & market research

Check get_balance first and surface it.

Batch, don't loop. One se_research_keywords call takes up to 200 keywords and returns volume, difficulty and CPC inline. Build the seed list first — services × locations, plus "{service} near me", "{service} cost", "emergency {service}", "{vertical} {city}" — then make one call. Use se_lookup_keyword for one-off checks.

Scope the volume. Both tools take an optional location_id. National volume for "water heater repair" tells you nothing about a Fairfax plumber. Either scope it or label the number national in the plan.

Intent comes free. se_lookup_keyword returns search intent and related keywords in the same response. There is no separate intent tool.

Competitor keyword expansion (optional, gated): se_create_project on a competitor domain → se_get_organic with views=["competitors","keywords","pages"]. This creates a Site Explorer project per domain, so cap at the top 2. Note that a Site Explorer site_id is not a keyword-research project_id.

Deduplicate, score by volume × intent weight, group by service. Hold as keyword_bank.

There is no People-Also-Ask endpoint on this MCP. Do not plan around one. FAQ sourcing is handled explicitly in Phase 5.

Phase 2.5 — Local competitor identification

WebSearch first — pass a non-competitor blocklist (review sites, aggregators, directories, social platforms) to blocked_domains so they're filtered server-side. Parse hostnames, dedupe, top 3 distinct per query. Run for the head term and per location.

Fallbacks: AskUserQuestion for 3–5 known competitors → "competitor research deferred" with a next step. Never invent a competitor domain, and never state a competitor's DA, rating or review count unless a tool returned it.

Keep national franchises in a separate national bucket — they are reference, not the competitive set.

Feeds Section 3 of the plan: Local Competitive Landscape.

Phase 3 — Site architecture

Derive the sitemap from evidence, not from a fixed skeleton. The logic:

/                                  Home — always
/services/                         Services hub — always
/services/{service-slug}/          One per service the client actually performs
/locations/{city}/                 One per PHYSICAL location (own GBP + address)
/service-areas/                    One page listing every city covered
/emergency/                        Only if the client genuinely dispatches 24/7
/about/  /contact/  /reviews/  /faq/
/blog/  /blog/{post-slug}/

The location rule. A /locations/{city}/ page requires a physical location with its own GBP listing — its own address, hours, phone, review stream and Plumber @id.

A city the business merely covers is a row on /service-areas/ and plain text in the areas-we-serve band. It does not get a page. It graduates to one only when materially distinct verified evidence exists: real jobs there, a real response-time commitment, real local reviews, a genuine service constraint.

Generating 10–20 near-identical city pages by substituting names is scaled content abuse under Google's spam policies, and in an agency model that repeats across hundreds of clients it is the single largest risk in the whole product. Search volume is not a justification. If the user pushes for volume-driven city pages, say what the risk is and let them decide — do not generate them silently.

Hidden-address locations. If gbp_get_location reports the address is hidden, that location's page renders a coverage map and no street address anywhere — not in the body, not in the footer, not in schema.

Enrich blog seeds with cg_topic_suggestions (cap 5). Recommend cg_create_topical_map natively rather than auto-creating — the UI flow is multi-step and better in-app.

Phase 4 — Brand voice + Knowledge Graph

Recommend, do not auto-create: bv_create (voice questionnaire), kg_create (Organization + one LocalBusiness/Plumber node per physical location). Read back with kg_get and check it against the entities and topic clusters the plan calls for — there is no completeness-scoring tool.

Phase 5 — Per-page briefs

Per page: primary keyword · 2 long-tails · metadata · modules · FAQs · schemas · internal links · and the template that renders it (templates/{name}.html).

Metadata. Title validated by rendered pixel width, not character count — a 60-character title of wide glyphs truncates where a 68-character one does not. Title, H1, canonical and body must agree on one primary target. Secondary geographic mentions are fine; contradiction is the defect.

Modules. Choose per page type based on what the page needs to prove — hero, service list, service-area map, testimonials, FAQ block, schema block, and so on. Home and hub pages carry the broadest set; a service page needs only what supports that one service.

FAQs — generate candidates, then validate against volume. There is no PAA endpoint on this MCP, and related keywords are not a substitute — verified on 2026-08-14, they return near-duplicate variants ("plumb near me", "plumber near near me"), not questions. Discovery is observational; validation is metric-backed:

Every FAQ in the plan carries its tag and, for validated, its volume. This works: in the Fairfax grading run, "why is my water heater leaking" returned 1,900/mo and "how much does it cost to replace a water heater" 2,400/mo.

Do not treat a single 0-volume result as proof of no demand — the same run returned 0 for "how long does a water heater last" while assigning it a difficulty score of 27, which is internally inconsistent. Cross-check anything surprising.

Per-page targets: blog post 0–4 · contact 2–3 · home and about 3–5 · hub and location 4–6 · service 4–8 · the FAQ hub consolidates. Stop when the good ones run out — six sourced questions beat twelve invented ones; don't pad toward a target. Home and hub pages skew to company and service-area questions; service pages skew to service questions; location pages skew to coverage questions.

Headings outlines (gated, generation-class). cg_create_content_instance + cg_run_generation_step + cg_update_article_headings, homepage and top 3 service pages only, after asking the user — these cost more than lookups. Everything else: "run headings natively post-launch."

Phase 6 — Schema deployment plan

Compile a per-page schema matrix (which schema types each page needs and why). Document the deployment sequence; do not auto-deploy:

1. otto_audit_site — project ready
2. otto_set_engagement — activate
3. otto_generate_page_schema per page
4. otto_deploy_schema — push live (one tool covers page and sitewide)
5. otto_list_schemas — verify

Honesty rules. Schema only for content visible and accurate on the page. One Plumber entity per physical location, cross-referenced by @id — not one per city name. Self-serving aggregateRating and FAQ rich results are both heavily restricted; treat Service / FAQPage / BreadcrumbList as machine-readable metadata, not a ranking tactic, and make no promises about star results.

Phase 7 — Internal linking map

Output a table: source → target → anchor → module, following standard hub-and-spoke rules (hub pages link out to every spoke; spokes link back to the hub and sideways to directly related spokes, not to every other spoke). Service-area cities that have no page get plain text, not links — this is what makes the doorway-page guard visible in the markup instead of buried in prose.

Phase 8 — Local SEO layer

Output a numbered checklist, per location: GBP profile completeness, categories, NAP consistency, citations, and a local heatmap read. Note that local_seo_heatmaps_recommend_keywords requires a business_id from local_seo_heatmaps_create_business — it belongs here, not in Phase 2.

Phase 9 — Tracking setup

• krt_create_project + krt_add_keywords — seed with Phase 2 primaries
• gsc_get_sites (NATIVE, OAuth) + otto_manage_gsc_property to bind it
• llmv_create_project + llmv_add_topics + llmv_add_queries (plural)
• otto_audit_site → otto_set_engagement
• Call tracking and attribution. The phone is the primary channel for a trade; a site measuring only the form measures the wrong half. Record the DNI mode and the NAP strategy before launch, because tracking numbers and NAP consistency genuinely conflict.
• Failure monitoring on both channels. A form that silently stops capturing is invisible; so is a tracked number that stops recording, which produces silence that looks like a quiet week. Launch-day requirements, not nice-to-haves.

Phase 10 — Authority / promotional (post-launch)

pr_create + pr_publish (pr_get_publish_options for tiers) · dpr_create_campaign · social_hub_create_project (social_hub_manage_accounts for OAuth) · ll_manage_project (ll_list_publications to browse).

Output

Write to <cwd>/clients/<client_slug>/launch-plans/<YYYY-MM-DD>/.

plan.md

1. Executive summary — business, domain, vertical, location count, goals
2. Keyword research summary table — every row carries the tool that produced it
3. Local competitive landscape — top 3 local, blocklist applied, national bucket separate
4. Site architecture — text tree, with the publish gate that justifies each page
5. Per-page briefs — primary kw, long-tails, metadata, modules, sourced FAQs, schemas, internal links, template file
6. Schema deployment matrix
7. Internal linking map
8. Local SEO action plan — per location
9. Tracking & monitoring setup
10. Search Atlas execution order — each step tagged [MCP] / [NATIVE] / [RECOMMENDED]
11. Required data not yet supplied — the hard-fail list from Phase 1
12. Open questions / decisions remaining

Section 11 is the one that makes the plan honest. A plan that does not say what it is missing reads as complete.

dashboard.html

A self-contained HTML dashboard summarizing the plan, built inline from the plan data. Verify it opens without console errors.

notes.md

Decisions made · shots run · surprises / questions · carry-forward.

Phase 11 — Hand-off

✅ Plan ready for {business_name}.

📁  Plan          clients/{slug}/launch-plans/{date}/plan.md
📊  Dashboard     clients/{slug}/launch-plans/{date}/dashboard.html
📝  Notes         clients/{slug}/launch-plans/{date}/notes.md

⚠️  {N} required inputs still missing (plan §11)

What's next?
  1. /run-seo       — OTTO + topical map + first articles
  2. /run-gbp       — optimize GBP per §8
  3. /run-content   — generate articles from topical map seeds
  4. /sync-client   — push keyword bank + competitors + KG to the brand vault
  5. Open the dashboard

Invoke the chosen skill immediately with inputs pre-filled. Do not re-prompt for data already collected.

Out of scope

• Auto-writing page content (use the Content Generator natively)
• Auto-deploying schemas (the plan documents the commands)
• E-commerce, national-scope sites, franchises with >5 locations
• Multi-language / international SEO