# Serpstat Content Strategy > Build a complete content strategy in 2 minutes using Serpstat MCP. Takes a domain, pulls current rankings, expands with related keywords and long-tail suggestions, finds competitor-only keywords the domain misses, clusters by intent, assigns content formats, scores traffic potential, and outputs a prioritized content plan as an interactive HTML dashboard in Serpstat style. Trigger on: content plan, content strategy, blog topics, editorial calendar, topic ideas, what to write about, publication plan, content keyword research. Also: "контент-план", "content strategy", "темы для блога", "контент-стратегия", "план публикаций", "what should I write about", "content calendar", "blog strategy", "give me topics for my blog", "what content is my site missing". Use this skill for any Serpstat content planning request. - Skill: `serpstatglobal/serpstat-content-strategy` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add serpstatglobal/serpstat-content-strategy` - Raw SKILL.md: https://api.skillmd.com/api/skills/serpstatglobal/serpstat-content-strategy/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Web & Frontend - Author: SerpstatGlobal (https://skillmd.com/u/serpstatglobal) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/serpstatglobal/serpstat-content-strategy --- # Content Strategy Architect Full content strategy in 2 minutes. This skill takes a domain, collects semantics via phrase matching, related keywords, and search questions, clusters by intent, finds missed competitor topics, and delivers a ready-to-use content plan for 3-6 months with priorities, traffic estimates, and format recommendations (article, FAQ, category, landing). ## Prerequisites The Serpstat MCP connector must be enabled in the chat. If it's not connected, use `suggest_connectors` to prompt the user to connect it before proceeding. ## Pre-flight Check Before executing any API calls, verify the account has sufficient credits. 1. Call `get_credits_stats` 2. Check `data.left_lines`: - If `left_lines < 600` → **stop immediately**, do not proceed - Inform the user: "Insufficient API credits to run this analysis. Current balance: {left_lines}. Required: ~600. Please top up at serpstat.com/users/profile" 3. If `left_lines >= 600` → proceed with execution **Never skip this check.** ## Workflow Overview The analysis has 5 phases. Execute them in order. --- ### Phase 1: Collect Inputs **Step 1a — Get the domain.** If the user has not provided a domain, ask for it. Extract the bare domain (no protocol, no trailing slash). **Step 1b — Auto-detect region and competitors, then confirm.** Even if the user did NOT explicitly mention a region or competitors, **do NOT ask them to choose from scratch**. Instead, auto-detect both and present them for confirmation. This reduces friction — the user just says "yes" or corrects. 1. Call `get_domain_regions_count` to find the top region: ``` Method: get_domain_regions_count Params: { domain: "", size: 5 } ``` Pick the region with the highest keyword count as the recommended one. 2. Call `get_domain_competitors` using that top region: ``` Method: get_domain_competitors Params: { domain: "", se: "", size: 6 } ``` Pick the top competitor (skip the domain itself in results). 3. **Present the auto-detected settings for confirmation** via `ask_user_input_v0`. Show a summary of what was detected and ask the user to confirm or adjust: ``` ask_user_input_v0({ questions: [ { question: "I detected these settings for your analysis:\n\n📍 Region: \n🏆 Competitor: \n\nShall we proceed?", type: "single_select", options: [ "Yes, proceed", "Change region", "Change competitor", "Skip competitor analysis", "Change both" ] } ] }) ``` 4. **CRITICAL: Do NOT proceed to Phase 2 until the user confirms.** Wait for the user's response. If they want changes, ask for the new values and re-confirm. Only after explicit approval, move on. **If the user already provided domain + region + competitor explicitly in their opening message, skip auto-detection — use what they gave, confirm briefly, and proceed to Phase 2.** **If the user provided only region OR only competitor, auto-detect the missing one and confirm both together.** --- ### Phase 2: Pull Data from Serpstat Execute these API calls in sequence. All calls use the Serpstat MCP tools. #### 2a. Current keyword semantics Pull the domain's existing keyword rankings to understand what content already exists: ``` Method: get_domain_keywords Params: { domain: "", se: "", sort: { "region_queries_count": "desc" }, size: 100, withIntents: true, include_all_fields: true } ``` This returns: keyword, position, search volume, traffic, CPC, difficulty, URL, and intent data. These are the domain's current content topics. #### 2b. Keyword expansion — related keywords For the top 3-5 highest-volume keywords from step 2a, expand semantics: ``` Method: get_keywords Params: { keyword: "", se: "", sort: { "region_queries_count": "desc" }, size: 50, withIntents: true, include_all_fields: true, filters: { region_queries_count_from: 100 } } ``` Run this for each of the top 3-5 seed keywords. This finds keywords that share ranking domains — related by competition overlap. #### 2c. Semantic expansion — related by meaning For the same top 3-5 keywords, also pull semantically related keywords: ``` Method: get_related_keywords Params: { keyword: "", se: "", sort: { "region_queries_count": "desc" }, size: 50, withIntents: true, include_all_fields: true, filters: { region_queries_count_from: 100 } } ``` These are related by meaning (not just ranking overlap) — better for topic clustering and discovering adjacent content opportunities. #### 2d. Long-tail expansion — autocomplete suggestions For the same seed keywords, pull autocomplete-style suggestions: ``` Method: get_keyword_suggestions Params: { keyword: "", se: "", size: 50 } ``` These capture question-style and long-tail queries — perfect for FAQ sections and "People Also Ask" opportunities. #### 2e. Competitor missed keywords (if competitor selected) If the user selected a competitor in Phase 1, pull keywords the competitor ranks for that the user's domain does NOT: ``` Method: get_domain_uniq_keywords Params: { se: "", domains: [""], minusDomain: "", size: 100, include_all_fields: true, filters: { region_queries_count_from: 100 } } ``` These are "missed topics" — content the competitor has that the user lacks. This is the highest-value data for the content plan. --- ### Phase 3: Cluster, Classify, and Prioritize This phase is performed entirely by Claude — no additional API calls needed. #### 3a. Deduplicate Merge all keywords from steps 2a-2e. Remove exact duplicates. For near- duplicates (e.g., "best running shoes" vs "best running shoe"), keep the higher-volume variant. #### 3b. Cluster into Topics Group keywords into content topics (clusters). A topic is a group of keywords that can be targeted by a single piece of content. Rules: - Each topic gets a **topic name** (a short descriptive label, e.g., "Best Running Shoes 2025", "How to Start a Blog", "CRM Comparison") - Group by semantic similarity and shared intent - Aim for 30-100 topics total - Each topic should have 3-15 keywords - One keyword per topic is the **primary keyword** (highest volume) - Remaining keywords are **supporting keywords** #### 3c. Classify Intent For each topic, assign a search intent based on the keywords and any intent data from Serpstat: | Intent | Signals | |---|---| | Informational | how, what, why, guide, tutorial, tips, examples | | Commercial | best, top, review, comparison, vs, alternative | | Transactional | buy, price, discount, coupon, order, cheap | | Navigational | brand name, product name, login, official | If Serpstat returned `withIntents` data, use it. Otherwise infer from keyword text. #### 3d. Assign Content Format Based on intent and keyword patterns, assign a recommended content format: | Format | When to use | |---|---| | Long-form Article | Informational, high volume, broad topic | | Listicle / Roundup | "best X", "top N", comparison-style | | How-to Guide | "how to", step-by-step, tutorial | | FAQ Page | Question keywords, "what is", multiple related questions | | Category / Hub Page | Head terms with many subtopics | | Landing Page | Transactional, product-focused | | Glossary / Definition | "what is X", single-concept terms | | Comparison Post | "X vs Y", "X alternative" | #### 3e. Score and Prioritize For each topic, calculate a **priority score** (0-100): ``` priority = (volume_score × 0.4) + (difficulty_score × 0.3) + (gap_score × 0.3) ``` Where: - **volume_score**: normalized total monthly volume of all keywords in topic (0-100, where 100 = highest volume topic) - **difficulty_score**: inverse of average keyword difficulty (100 - avg_difficulty), so easier topics score higher - **gap_score**: 100 if topic comes from competitor gap data (step 2e), 50 if it's a new topic not in current rankings (step 2a), 0 if the domain already ranks well for it Classify each topic: - **Quick Win** (priority ≥ 70, difficulty < 40): easy to rank, high potential - **Strategic** (priority ≥ 50, difficulty 40-70): medium effort, good payoff - **Long-term** (priority < 50 OR difficulty > 70): requires sustained effort - **Existing — Optimize** (already ranking but position > 10): improve existing #### 3f. Build Content Calendar Distribute topics across a 3-6 month timeline: - Month 1-2: Quick Wins + Existing Optimizations - Month 2-4: Strategic topics - Month 4-6: Long-term topics Assign 4-8 topics per month (realistic publishing cadence). --- ### Phase 4: Build the Dashboard Create a standalone `.html` file and save it to `/mnt/user-data/outputs/`. The file must be fully self-contained — all CSS, JS, and data inline. Read `references/serpstat-brand.md` for the complete brand style reference including colors, fonts, widget catalog, and spacing rules. #### Dashboard Structure **Hero Section:** - Pill: "CONTENT STRATEGY · Serpstat" - Title: "{domain} — Content Strategy" - Subtitle: "Powered by Serpstat keyword data · {region} · {month} {year}" - **Report description** (1-3 sentences below the subtitle, in normal body text style, explaining what this report contains and how to use it). Example: "This report analyzes {domain}'s current keyword footprint, expands it with related and long-tail queries, identifies content gaps vs {competitor}, and organizes everything into a prioritized content plan for the next 3-6 months. Use the tabs below to explore topics by priority, format, and timeline." Adapt the text to the actual analysis performed (e.g., omit competitor mention if none was used). - Stats row: Total Topics, Total Keywords, Total Monthly Volume, Quick Wins count, Missed Competitor Topics count **Tab 1 — Overview** - Metric cards row: Topics by priority type (Quick Win, Strategic, Long-term, Optimize) - Bar distribution: Topics by content format (Article, FAQ, Landing, etc.) - Bar distribution: Topics by intent (Informational, Commercial, Transactional, Navigational) - Coverage grid: Showing which topic clusters the domain already covers vs gaps **Tab 2 — Content Plan** - The core deliverable: a data table with ALL topics - Columns: Priority (badge), Topic Name, Primary Keyword, Volume, KD (difficulty), Intent (badge), Format, Timeline (Month), Source (Current / Competitor Gap / Expansion) - Sortable by any column - Filterable by intent, format, priority type - Each row expandable to show all supporting keywords with their individual volume and difficulty **Tab 3 — Quick Wins** - Action cards (Widget 6 from style guide) for the top 15 Quick Win topics - Each card shows: - Priority badge (HIGH/MEDIUM) + type badge (QUICK WIN) - Topic title - Metrics: primary keyword volume, avg KD, keyword count - Expandable detail: all keywords in cluster, suggested format, competitor reference URL (if from gap data) - Cards sorted by priority score descending **Tab 4 — Competitor Gaps** (only if competitor was analyzed) - Topics that came from competitor gap analysis (step 2e) - Data table: Topic, Primary Keyword, Volume, Competitor Position, User Status (Missing / Weak), Suggested Format - If no competitor was selected, show a helpful message: "No competitor was selected for this analysis. Re-run with a competitor to discover missed content opportunities." **Tab 5 — FAQ & Questions** - All question-style keywords extracted from step 2d - Grouped by topic cluster - These make excellent FAQ sections, "People Also Ask" targets, and featured snippet opportunities - Data table: Question Keyword, Volume, Parent Topic, Difficulty #### UX Requirements - Every section needs a title + subtitle explaining what it shows - All numbers in Roboto Mono - All badges pill-shaped (border-radius: 20px) - 48px gap between sections - Sortable tables with click handlers - Action cards with colored left border matching priority - Dark footer: "Data: Serpstat API · get_domain_keywords, get_keywords, get_related_keywords, get_keyword_suggestions, get_domain_uniq_keywords · DB: {se}" + Serpstat logo SVG #### File Naming ``` content-strategy_{domain}_{se}_{YYYY-MM-DD}.html ``` --- ### Phase 5: Present and Summarize After creating the dashboard, use `present_files` to share it with the user. Provide a brief text summary: 1. Total topics found and how they break down by priority 2. Top 3 Quick Win topics (name, volume, difficulty) 3. Biggest competitor gap (if applicable) 4. Recommended first month focus 5. One strategic insight about the domain's content landscape Keep it concise — the dashboard is the deliverable. --- ## Credit Budget Estimated API credit usage per run: | Step | Method | Credits | |---|---|---| | Region check | get_domain_regions_count | ~5 | | Competitors | get_domain_competitors | ~6 | | Domain keywords | get_domain_keywords | 100 | | Keyword expansion (×5) | get_keywords | 250 | | Related keywords (×5) | get_related_keywords | 250 | | Long-tail (×5) | get_keyword_suggestions | 250 | | Competitor gaps | get_domain_uniq_keywords | 100 | | **Total (with competitor)** | | **~960** | | **Total (without competitor)** | | **~860** | To stay under 600 credits when budget is tight: - Reduce seed keywords from 5 to 3 - Reduce size from 100/50 to 50/30 - Skip get_keyword_suggestions (least critical) --- ## Error Handling - If Serpstat MCP is not connected: use `suggest_connectors` - If domain returns 0 keywords: suggest checking the domain spelling or trying a different region - If credits are insufficient: warn and stop (see Pre-flight Check) - If a keyword expansion returns no results: skip it, note in summary - If competitor gap returns empty: note "No unique competitor keywords found — domains likely target very different keyword sets" --- ## Example Invocations **Simple:** > "Build me a content plan for serpstat.com" **With context:** > "I run ahrefs.com. Create a content strategy for the US market, > and show me what topics semrush.com covers that we don't." **Casual:** > "What should I write about on my blog? My site is mybrand.com" **Localized:** > "Контент-план для сайта example.com на украинском рынке"