SEO Console

seo-mcp

seo-mcp is a stdio Model Context Protocol server for Google Search Console, PageSpeed Insights, and on-page SEO audits. It gives MCP clients forty-three tools covering verified Search Console properties and the other places products get discovered, the App Store, Google Play, WordPress.org, Google Ads, and real-user Core Web Vitals, while keeping the HTML audit, PageSpeed, IndexNow, keyword ideas, and WordPress.org tools usable without Google service account credentials. Every tool also runs from the command line, so a result can be written to a file instead of into a model's context, and snapshot records Search Console, the App Store, Google Play and WordPress.org at one moment so a later run can diff against it.

https://github.com/user-attachments/assets/66bbd628-d267-421f-9400-633b696bbd53

Requirements

• Node.js 20.18.1 or newer
• gcloud only if you use the setup wizard

What else you need depends on which tools you use. The setup wizard covers Search Console and PageSpeed; the App Store, Google Play, and Chrome UX Report tools each need a credential you create yourself.

Install and build

npm install
npm run build

Run the local server with:

node /absolute/path/to/seo-mcp/dist/index.js

The package is published on npm as seo-console-mcp; it installs a command named seo-mcp. An MCP client can launch it through:

npx -y seo-console-mcp

The running server uses stdout exclusively for the MCP wire protocol. Diagnostics are written to stderr.

Setup wizard

From a local checkout:

npm run setup

Or with npx:

npx -y seo-console-mcp setup

For an unattended project choice or a custom key location:

seo-mcp setup --project my-seo-project --key /absolute/path/seo-mcp.key.json

The wizard also offers an optional PageSpeed Insights API key for higher quota. It is opt-in: use --pagespeed-key to create one without a prompt, or --no-pagespeed-key to skip the prompt explicitly. Non-interactive runs skip it unless --pagespeed-key is provided.

The wizard is safe to rerun. It:

1. Checks for gcloud. If it is absent, it prints manual instructions and exits successfully without changing anything.
2. Uses the active authenticated account or runs gcloud auth login.
3. Uses the current project, a supplied --project, or asks for a project ID. It creates the project if it does not exist and selects it.
4. Enables searchconsole.googleapis.com, pagespeedonline.googleapis.com, and siteverification.googleapis.com.
5. Reuses or creates the seo-mcp service account.
6. Reuses an existing key or creates seo-mcp.key.json.
7. Optionally creates a project-scoped API key restricted to PageSpeed Insights.
8. Prints the required Search Console permission step and ready-to-copy client configurations.

The wizard never prints the service account key contents. When PageSpeed key creation is requested and succeeds, it prints that key once in the final client configuration. The generated *.key.json filename is ignored by Git.

Granting the service account Search Console access

The Search Console API has no endpoint for adding a user to a property, so the service account has to become a verified owner of the domain itself. There are two ways to do that.

Automated (Cloudflare DNS)

If the domain's DNS is on Cloudflare, verify does the whole thing: it asks Google for a verification token, writes the TXT record through the Cloudflare API, waits for verification, and registers the property.

export CLOUDFLARE_API_TOKEN=...   # a token scoped to Zone.DNS:Edit for the zone
seo-mcp verify getpsst.app another-domain.com

The token can also be passed with --cf-token, and the key path with --credentials (otherwise GOOGLE_APPLICATION_CREDENTIALS / SEO_MCP_CREDENTIALS is used). The command is idempotent: the TXT record is left in place (Google re-checks it), so re-running a domain is safe. Leave the record in DNS or ownership is lost.

verify reads the token from CLOUDFLARE_API_TOKEN or CF_API_TOKEN (or --cf-token) and never stores or logs it, so any secret store that can export an environment variable works. The token needs Zone -> DNS -> Edit and Zone -> Zone -> Read (the "Edit zone DNS" template), scoped to the zones you verify. To keep it out of shell history:

macOS (Keychain):

security add-generic-password -a "$USER" -s cloudflare-dns-edit -l "Cloudflare DNS Edit" -U -w   # store once, hidden prompt
CLOUDFLARE_API_TOKEN=$(security find-generic-password -s cloudflare-dns-edit -w) seo-mcp verify example.com

Linux (libsecret, or pass):

secret-tool store --label="Cloudflare DNS Edit" service cloudflare-dns-edit   # store once, hidden prompt
CLOUDFLARE_API_TOKEN=$(secret-tool lookup service cloudflare-dns-edit) seo-mcp verify example.com

Windows (PowerShell SecretManagement):

Set-Secret -Name cloudflare-dns-edit -Secret (Read-Host -AsSecureString)   # store once, hidden prompt
$env:CLOUDFLARE_API_TOKEN = Get-Secret -Name cloudflare-dns-edit -AsPlainText; seo-mcp verify example.com

Manual

Add the service account as an owner in the Search Console UI:

Search Console -> your property -> Settings -> Users and permissions -> Add user
  seo-mcp@PROJECT_ID.iam.gserviceaccount.com  ->  Owner

Use the exact service account email printed by the wizard. Owner access is needed because submit_sitemap is a write operation.

Manual Google Cloud fallback

If gcloud is unavailable, create the credentials manually or run these commands after installing it:

gcloud auth login
gcloud projects create YOUR_PROJECT_ID
gcloud config set project YOUR_PROJECT_ID
gcloud services enable searchconsole.googleapis.com pagespeedonline.googleapis.com siteverification.googleapis.com
gcloud iam service-accounts create seo-mcp --display-name="SEO MCP"
gcloud iam service-accounts keys create ./seo-mcp.key.json \
  --iam-account=seo-mcp@YOUR_PROJECT_ID.iam.gserviceaccount.com

If the project already exists, skip gcloud projects create. Then grant the service account Search Console access (see above) and configure the absolute key path in the MCP client.

Authentication

The Search Console tools use google.auth.GoogleAuth with both scopes:

• https://www.googleapis.com/auth/webmasters
• https://www.googleapis.com/auth/webmasters.readonly

Credential lookup order is:

1. --credentials /absolute/path/key.json
2. SEO_MCP_CREDENTIALS
3. GOOGLE_APPLICATION_CREDENTIALS
4. ~/.config/seo-mcp/seo-mcp.key.json (or $XDG_CONFIG_HOME/seo-mcp/...) if it exists. This is the default location the setup wizard writes to, so a standard install needs no configuration.

For example:

node dist/index.js --credentials /absolute/path/seo-mcp.key.json

pagespeed is public and does not use the service account. Set SEO_MCP_PAGESPEED_KEY or pass apiKey to that tool for a higher PageSpeed Insights quota. seo_audit, audit_site, and indexnow_submit also need no Google credentials; indexnow_submit instead takes an IndexNow key via key or SEO_MCP_INDEXNOW_KEY. keyword_ideas only needs them when siteUrl is passed for the Search Console cross-reference. App Store Sales and Trends reads SEO_MCP_ASC_VENDOR_NUMBER. The Chrome UX Report tools read SEO_MCP_CRUX_KEY, falling back to SEO_MCP_PAGESPEED_KEY when the same key is allowed to call chromeuxreport.googleapis.com. snapshot, list_snapshots and compare_snapshots keep their documents in SEO_MCP_SNAPSHOT_DIR, defaulting to ~/.config/seo-mcp/snapshots, and cannot read or write outside it. The table under Requirements maps every tool to what it needs.

Security model

• Verifying a domain makes the service account a verified Owner. Owners can change Search Console settings and submit removal (deindex) requests, so treat the key as a sensitive credential even though most tools here only read.
• Keep the key local. It lives at the GOOGLE_APPLICATION_CREDENTIALS path (chmod 600 recommended). Never bundle it in a published package, a container image, or a CI secret store. If it leaks, anyone with it has owner control of every verified property.
• Leave the google-site-verification TXT record in DNS. Google re-checks it; deleting it revokes ownership.
• No secret is logged. The wizard and verify print credential paths only, never key or token contents.
• Revoking is easy. Relinquish ownership from the Search Console UI (or siteVerification.webResource.delete), and rotate the key with gcloud iam service-accounts keys delete.
• seo_audit only fetches public hosts. The target URL and every redirect hop is resolved and refused if it lands on a loopback, private, link-local, or other non-public address, so a model cannot be steered into fetching internal services or cloud metadata. The address is validated again at connection time (the socket is pinned to the validated address), so a DNS-rebinding host cannot present a public address at validation and a private one at connect. Set SEO_MCP_ALLOW_PRIVATE_HOSTS=1 to audit internal or staging hosts you trust. This is not a substitute for network-level isolation; run the server behind egress controls if you audit untrusted URLs on a host with reachable internal services.

Claude Code plugin

This repo is also a Claude Code plugin that bundles the MCP server and adds three slash commands over it. From Claude Code:

/plugin marketplace add ibrahimhajjaj/seo-console-mcp
/plugin install seo-console@verdelic

It registers the MCP server (via npx -y seo-console-mcp) and adds:

• /seo-console:triage <siteUrl>: full property triage with a prioritized action plan
• /seo-console:content <siteUrl>: content to create or improve, backed by Search Console data
• /seo-console:launch <siteUrl>: pre-launch / launch SEO readiness check

The server finds your service-account key automatically at the default location (~/.config/seo-mcp/seo-mcp.key.json, where the setup wizard writes it), so no configuration is needed for a standard install. For a key elsewhere, set GOOGLE_APPLICATION_CREDENTIALS (and SEO_MCP_PAGESPEED_KEY for higher PageSpeed quota) in the environment Claude Code runs in. The seo_audit and pagespeed tools work with no credentials at all.

To try it from a local checkout without a marketplace: claude --plugin-dir ..

Claude Code (MCP server only)

Register the local build for the current user:

claude mcp add --scope user seo-mcp --env GOOGLE_APPLICATION_CREDENTIALS=/abs/path/seo-mcp.key.json -- node /abs/path/seo-mcp/dist/index.js

The -- separator is mandatory. It separates Claude Code options from the MCP server command.

Or with npx (no local build):

claude mcp add --scope user seo-mcp --env GOOGLE_APPLICATION_CREDENTIALS=/abs/path/seo-mcp.key.json -- npx -y seo-console-mcp

User scope makes the server available across your projects. Use --scope project when the registration should be shared through the current project's .mcp.json instead.

Project .mcp.json:

{
  "mcpServers": {
    "seo-mcp": {
      "type": "stdio",
      "command": "node",
      "args": ["/abs/path/seo-mcp/dist/index.js"],
      "env": {
        "GOOGLE_APPLICATION_CREDENTIALS": "/abs/path/seo-mcp.key.json"
      }
    }
  }
}

Claude Desktop

Add the same server entry under mcpServers in Claude Desktop's configuration file, then restart Claude Desktop:

{
  "mcpServers": {
    "seo-mcp": {
      "command": "node",
      "args": ["/abs/path/seo-mcp/dist/index.js"],
      "env": {
        "GOOGLE_APPLICATION_CREDENTIALS": "/abs/path/seo-mcp.key.json"
      }
    }
  }
}

To run without a local build, use "command": "npx" and "args": ["-y", "seo-console-mcp"].

Resources

seo://properties returns the Google Search Console properties available to the service account as JSON. It calls Search Console on every read, so the result is always current.

Prompts

MCP clients surface these prompts as starting points a user can pick for common SEO workflows:

• seo_triage confirms a property, analyzes recent performance and opportunities, audits the site, and produces an impact-versus-effort action plan.
• content_opportunities groups evidence-backed recommendations into content to create and existing content to improve.
• launch_seo_check produces a go/no-go checklist for technical and indexing readiness before launch.

Tools

Every tool validates its input with Zod. Tool failures return an MCP error result instead of terminating the server. Google API status, message, and reason are included when available. A Search Console 403 also explains how to grant the service account property access.

list_properties

Lists every Google Search Console property the service account can access, returning each property's exact siteUrl and permissionLevel. It takes no input. Service-account credentials are required, unlike pagespeed, seo_audit, audit_site, and indexnow_submit.

This tool takes no parameters.

search_analytics

Queries searchanalytics.query and returns a compact ranked table plus structured rows.

{
  "siteUrl": "sc-domain:example.com",
  "startDate": "2026-06-01",
  "endDate": "2026-06-28",
  "dimensions": ["query", "page"],
  "rowLimit": 100,
  "maxTableRows": 25,
  "dimensionFilterGroups": [
    {
      "groupType": "and",
      "filters": [
        { "dimension": "query", "operator": "contains", "expression": "seo" }
      ]
    }
  ],
  "type": "web"
}

maxTableRows caps only the text table; the structured rows stay complete, so 0 returns the totals with no table rather than an empty result. discover and googleNews support fewer dimensions than web: neither reports a query dimension.

keyword_ideas

Expands a seed through Google Autocomplete and returns normalized, deduplicated keyword ideas grouped by discovery family. It uses the public autocomplete endpoint, needs no extra API key, and works without Google credentials unless siteUrl is provided. With a Search Console property, it labels ideas already ranking with their average position, clicks, and impressions over the selected lookback window.

{
  "seed": "technical seo",
  "siteUrl": "sc-domain:example.com",
  "language": "en",
  "country": "us",
  "expansions": ["alphabet", "questions", "prepositions", "comparisons"],
  "days": 90,
  "limit": 100
}

All four expansion families run by default. days defaults to 90 and is capped at 480; limit defaults to 100 and is capped at 500. Individual autocomplete failures are counted without discarding successful suggestions.

search_opportunities

Finds high-impression queries in striking distance of stronger rankings. It groups by query and page, defaults to positions 5 through 20, and returns opportunities ranked by impression-weighted position.

{
  "siteUrl": "sc-domain:example.com",
  "startDate": "2026-06-01",
  "endDate": "2026-06-28",
  "minPosition": 5,
  "maxPosition": 20,
  "minImpressions": 100,
  "limit": 25
}

compare_search_periods

Compares a selected window with the immediately preceding equal-length window. It returns the largest click gainers and losers grouped by query or page.

{
  "siteUrl": "sc-domain:example.com",
  "startDate": "2026-06-01",
  "endDate": "2026-06-28",
  "by": "query",
  "limit": 25
}

ctr_gaps

Finds high-impression queries or pages whose CTR trails the average for rows at the same rounded position. The missed-click estimate helps prioritize title and description rewrites.

{
  "siteUrl": "sc-domain:example.com",
  "by": "page",
  "minImpressions": 250,
  "limit": 25
}

query_cannibalization

Finds queries for which multiple pages receive Search Console impressions. Results group the competing pages and rank groups by total impressions.

{
  "siteUrl": "sc-domain:example.com",
  "startDate": "2026-06-01",
  "endDate": "2026-06-28",
  "minImpressions": 25
}

list_sitemaps

Lists sitemap path, submission/download times, pending/index flags, warning/error counts, and content counts.

{
  "siteUrl": "https://www.example.com/"
}

submit_sitemap

Submits a sitemap and refreshes its current state. This is a write operation. If submission succeeds but the state refresh fails, the result still confirms that Google accepted the write and reports the refresh warning.

{
  "siteUrl": "sc-domain:example.com",
  "feedpath": "https://www.example.com/sitemap.xml"
}

delete_sitemap

Removes a submitted sitemap from a Search Console property. This is a write operation. Set dryRun to true to preview the removal without changing Search Console.

{
  "siteUrl": "sc-domain:example.com",
  "feedpath": "https://www.example.com/sitemap.xml",
  "dryRun": true
}

inspect_url

Returns index coverage, verdict, robots state, indexing state, crawl time, fetch state, Google and user canonicals, mobile usability, and rich-result status.

{
  "siteUrl": "sc-domain:example.com",
  "inspectionUrl": "https://www.example.com/products/widget"
}

index_coverage

Fetches a sitemap and checks a bounded set of its direct page URLs with Google's URL Inspection API. It returns indexed, not-indexed, and failed counts, the not-indexed URLs and coverage states, full per-URL results, and whether the result was truncated. Sitemap indexes are not followed into child sitemaps.

{
  "siteUrl": "sc-domain:example.com",
  "sitemapUrl": "https://www.example.com/sitemap.xml",
  "maxUrls": 20,
  "concurrency": 3
}

maxUrls defaults to 20 and has a hard maximum of 50. concurrency defaults to 3 and has a hard maximum of 5. These limits protect the URL Inspection API quota, which is approximately 2,000 queries per day and 600 per minute for each property.

request_recrawl

Checks URLs with the URL Inspection API and, when some are not indexed, resubmits the covering sitemap. That resubmission is Google's only supported bulk recrawl signal: there is no request-indexing API, and the Search Console UI's Request Indexing button has no programmatic equivalent. URLs come from urls or are read from sitemapUrl; the sitemap to resubmit is feedpath, defaulting to sitemapUrl. This is a write operation. Set dryRun to true to inspect and report without resubmitting.

{
  "siteUrl": "sc-domain:example.com",
  "sitemapUrl": "https://www.example.com/sitemap.xml",
  "maxUrls": 20,
  "dryRun": true
}

It shares the index_coverage caps (maxUrls up to 50, concurrency up to 5) because both draw on the same URL Inspection quota. Resubmission only prompts a recrawl of pages whose sitemap lastmod is fresh, so keep lastmod accurate for changed URLs.

indexnow_submit

Submits up to 10,000 changed URLs in one call to an IndexNow endpoint. Participating engines (Bing, Yandex, Naver, Seznam, Yep) share submissions with each other. Google does not use IndexNow; use request_recrawl for Google. This is a write operation and supports dryRun. It needs no Google credentials.

{
  "urls": ["https://www.example.com/new-page", "https://www.example.com/updated-page"],
  "key": "your-indexnow-key"
}

All URLs in one submission must share one host. The key is any 8-128 character value of letters, digits, or dashes, passed as key or SEO_MCP_INDEXNOW_KEY, and must be hosted as a text file containing exactly the key at https://<host>/<key>.txt (or at keyLocation on the same host). Because key file URLs conventionally contain the key, neither the key nor keyLocation is ever echoed in tool output. endpoint defaults to api.indexnow.org; a submission to any participating endpoint reaches all of them.

pagespeed

Returns CrUX field data when available, including LCP, CLS, INP or FID, FCP, and TTFB. It also returns Lighthouse category scores and up to ten highest-savings opportunities.

{
  "url": "https://www.example.com/",
  "strategy": "mobile",
  "category": ["performance", "seo", "accessibility", "best-practices"]
}

strategy defaults to mobile. All four categories are requested by default. apiKey is optional and overrides SEO_MCP_PAGESPEED_KEY for that call.

seo_audit

Fetches up to 10 MB of HTML with redirects enabled, a 15-second timeout, and an identifying user agent. It extracts title and description lengths, canonical, robots, H1s and heading outline, Open Graph and Twitter tags, JSON-LD types, image alt coverage, internal/external links, word count, language, and viewport. It flags missing or duplicate titles, a missing description, missing or multiple H1s, a missing canonical, and missing or invalid JSON-LD.

{
  "url": "https://www.example.com/landing-page"
}

audit_site

Fetches a sitemap and audits up to 50 of its page URLs with bounded concurrency. Sitemap indexes are supported with a hard cap of five child sitemap fetches. The result includes compact per-page findings, isolated page-fetch errors, a count of each shared issue, and explicit truncation and skipped counts. It does not require Google credentials.

{
  "sitemapUrl": "https://www.example.com/sitemap.xml",
  "maxPages": 20,
  "concurrency": 5
}

maxPages defaults to 20 and concurrency defaults to 5. Their maximum values are 50 and 10, respectively.

server_version

Which build of the server is answering, where it is running from, and whether it came out of an npx cache. No credentials.

This tool takes no parameters.

Four values look like this one and are not: what npm calls latest, what the version range resolves to, what the plugin manifest declares, and what is actually running. The first three are all readable and none of them answers the question. Checking the command-line tool is not a substitute either, since it is a separate process resolved separately and can be a different build on the same machine.

The install path is the tell. npx reuses a cached build without re-resolving the range and without erroring, so a server can trail the published release while every other signal reads current; a path under _npx is what shows it.

Call it after updating, before reporting anything. npm view <pkg> version reads a local registry cache and can return the previous version for minutes after a successful publish, while dist-tags and the versions array already carry the new one. Two sessions here independently concluded a publish had failed when it had not, on separate releases. A registry read cannot tell a slow publish from a failed one; asking the running process what it is can.

wporg_plugin

Looks up a WordPress.org plugin by slug and returns active installs, downloads, ratings, support threads, and version dates. It uses the public wp.org API and needs no credentials or API key. A plugin published within the last few days is reported with possiblyLagging: true when a field looks empty, because the wp.org API under-reports fresh plugins; the field may be live on the page already.

{ "slug": "akismet" }

play_store_stats

Reads the Google Play bulk reports for an app and returns Active Device Installs, plus store-listing visitors and acquisitions grouped by traffic source and search term. hasPlaySearchRows states outright whether any Play search traffic appears, since its absence is a finding rather than an error. Reports lag by days, so lastDatePresent is the last date actually in the files rather than today.

{ "packageName": "com.example.app", "month": "202608" }

Set SEO_MCP_PLAY_BUCKET to the reporting bucket (gs://pubsite_prod_... and the bare name both work) and SEO_MCP_PLAY_CREDENTIALS to a service account key with read access to that bucket, falling back to GOOGLE_APPLICATION_CREDENTIALS. Read access to the bucket is a different grant from the Play Console invite play_vitals needs. month defaults to the current UTC month.

app_store_listing

Reads an App Store listing through App Store Connect and measures each locale's fields against Apple's limits: name 30, subtitle 30, keywords 100, promotional text 170. Apple indexes the name, subtitle, and keyword field only, so the description is reported but never scored, and a field one character over its limit is dropped silently rather than rejected, which is why every field is reported against its limit. Promotional text is called out separately because it is the only one of these that can be changed on a live version without a review.

An app can hold a live record and an editable one at the same time, so state selects which is read and the result states the record and version it used. When the record you asked for does not exist, the other one is reported and a note says so rather than passing it off as what you asked for.

The reported state comes from appVersionState, falling back to the deprecated appStoreState. The two spell the same thing differently: a live listing reads READY_FOR_DISTRIBUTION where the deprecated attribute said READY_FOR_SALE. Output captured before and after that change will differ on the string alone, with nothing having happened to the listing.

{ "bundleId": "com.example.app", "state": "live", "platform": "IOS", "storefronts": ["us", "gb"] }

Provide appId or bundleId. Set SEO_MCP_ASC_KEY_PATH to the .p8 private key and SEO_MCP_ASC_KEY_ID to its key id, plus SEO_MCP_ASC_ISSUER_ID for a team key (individual keys have no issuer id). The key and the token it signs never appear in output.

A team key reaches every app on the team, so one key can serve them all. What limits it is the role it was given, and Apple does not let a key's role be changed afterwards: the only edit offered is Revoke. An App Manager key reads listings but not Sales and Trends or analytics reports, so those need a separate key created with Admin, Finance, or Sales and Reports rather than an upgrade of the one you have.

ratings is a list, one entry per requested storefront, not an object keyed by storefront:

{ "ratings": [{ "storefront": "us", "source": "itunes-lookup", "averageUserRating": 4.5, "userRatingCount": 12 }] }

The star rating does not come from App Store Connect. Its API has no aggregate rating resource at all, only age ratings, so the rating is read from the public App Store storefront lookup while every other field on this tool comes from App Store Connect. Two sources reporting one number that looks the same either way, which is why each entry carries source. A rating from a store page and a rating from a private API are not interchangeable and should not be compared as if they were the same measurement.

list_snapshots

Lists the snapshot documents already in the snapshot directory, newest first, with when each was taken, the window it covers, and how many properties, apps, packages and plugins it holds.

{ "limit": 50 }

A snapshot pair is worthless if nothing can say which files exist, and every caller was otherwise left keeping its own index of a directory the server owns. A file in the directory that is not a snapshot document is listed with its error rather than hidden, so a name you expect to find never quietly reads as absent. A missing directory is an empty list, not a failure: nothing has been captured yet. total and truncated sit beside the list because the command line prints the structured half alone, where a page cut at limit would otherwise read as the whole history.

snapshot

Captures four surfaces into one timestamped document: Search Console totals and top rows per property, App Store listings, Google Play installs and traffic, and WordPress.org stats. Core Web Vitals field data, Android vitals, App Store sales and App Store reviews are not in it; crux_field_data, play_vitals, app_store_sales and app_store_reviews read those. This is the tool for recording a point in a series, because none of the consoles keep a history you can diff against later.

Search Console totals come from the date dimension, never by summing the query dimension. Google withholds low-volume queries, so a query-level sum undercounts, and that gap reads later as a decline that never happened.

A surface that cannot be read is recorded in place with its error and named in surfacesWithErrors, never omitted, because a surface that silently vanishes reads later as a drop to zero. One slow surface times out without taking the document down.

{
  "properties": ["sc-domain:example.com"],
  "apps": ["1234567890"],
  "packages": ["com.example.app"],
  "slugs": ["akismet"],
  "windowDays": 28,
  "outPath": "2026-09-03.json"
}

Pass outPath to write the document where compare_snapshots can read it later, or outPath: "auto" to have it named after the moment it was taken (2026-09-04T00-15Z.json), which is what makes an unattended run produce a series rather than one file overwritten forever. It is a file name inside the snapshot directory, SEO_MCP_SNAPSHOT_DIR or ~/.config/seo-mcp/snapshots by default; a path that resolves outside that directory or does not end in .json is refused, and an existing file is left in place and reported unless you pass overwrite: true. A model chooses this string, so the directory is the boundary that keeps a tool call from truncating anything else on the machine. Position and CTR are null rather than 0 when a window has no impressions, so an empty window never compares against real data as a collapse.

compare_snapshots

Reads two snapshot documents and reports what changed between them: clicks, impressions and position per property, page-level and query-level movers above an impressions floor, install and rating deltas, App Store version and locale-count changes, the per-locale name, subtitle, keyword, promotional-text and description lengths plus which fields crossed a character limit, Google Play traffic sources by visitors and acquisitions, and the WordPress.org five-star histogram.

{ "from": "2026-08-06.json", "to": "2026-09-03.json", "minImpressions": 100 }

from and to resolve inside the same snapshot directory as snapshot's outPath, so this tool reads snapshots and nothing else. Either one also takes latest or previous instead of a file name, which is the comparison almost every caller actually wants and the only one they can ask for without listing the directory first. Both skip a file that will not parse, and asking for previous with a single snapshot on disk says so rather than comparing a document against itself.

It does arithmetic, never judgement. It will not tell you whether a change was good or what caused it, because a diff cannot support that claim. A surface that failed or is missing on either side is marked not comparable and named, so a collection failure is never read as a change, and a file that is not a snapshot document is refused rather than half-parsed.

Snapshots taken before a field was captured still compare. A field one side does not carry comes back as a null delta rather than as a change, and an app pair with no per-locale lengths on either side reports localesComparable: false instead of a listing emptied to zero characters.

app_store_reviews

Reads App Store customer reviews and your responses, filtered by star rating or storefront, following Apple's own paging cursor.

{ "bundleId": "com.example.app", "rating": [1, 2], "territory": "USA", "limit": 100 }

It reports meanOfFetched and histogramOfFetched, never "the rating". Those describe only the reviews this call returned, and a filtered or truncated page would make a mean a different number wearing the same name. App Store Connect exposes no aggregate rating resource at all, which is verifiable in Apple's own OpenAPI specification: every path matching "rating" is an age rating.

app_store_discovery

Reads the App Store surfaces beyond the listing text: search keywords (Apple's actual indexed keyword list, held per locale), app tags, product page optimization experiments, custom product pages, in-app events, territory availability, and review summarizations.

{ "bundleId": "com.example.app", "locales": ["en-US", "ar-SA"], "platform": "IOS" }

Each resource carries its own required parameters: searchKeywords needs both a platform and a locale filter, appAvailabilityV2 is a to-one relationship that rejects limit outright. A resource this key or app cannot serve is reported as available: false, never as an empty list, because "no experiments" and "cannot read experiments" are different answers.

crux_field_data

Real-user Core Web Vitals for an origin or a single URL from the Chrome UX Report: the current 28-day field record, with p75s and full histogram bins.

{ "origin": "https://example.com", "formFactor": "PHONE" }

This is field data, not a lab test; keep pagespeed for Lighthouse audits. Google is discontinuing PageSpeed's own real-world data, so this is where field measurements move. An origin with too few anonymized samples returns hasData: false with a note rather than an error or zeros, since a zeroed LCP would read as a catastrophic regression.

crux_history

The same field metrics as a weekly series, roughly six months of history.

{ "origin": "https://example.com", "formFactor": "PHONE", "collectionPeriodCount": 25 }

Each period is a 28-day rolling window stepped weekly, so consecutive points overlap by three weeks and a single week-on-week move is not an independent change. Periods with too few samples keep their place in the series as null rather than being dropped, so the values stay aligned with collectionPeriods.

app_store_sales

Reads App Store Sales and Trends: units downloaded per day, per territory, per app, summarized by SKU.

{ "reportDate": "2026-08-30", "frequency": "DAILY", "reportType": "SALES", "reportSubType": "SUMMARY" }

Set SEO_MCP_ASC_VENDOR_NUMBER; App Store Connect shows the vendor number under Payments and Financial Reports, beside the legal entity name. Sales and Trends needs a team key with the Admin, Finance, or Sales and Reports role. Daily reports land the next day, so the default report date is two days back rather than today. reportDate takes the shape its frequency needs: YYYY-MM-DD for DAILY and for WEEKLY, where it means the week's ending Sunday, YYYY-MM for MONTHLY, and YYYY for YEARLY; leave it out and each frequency defaults to its most recent complete period.

A period with no sales returns hasData: false with a note, not an error, because a quiet day should not look like a broken integration. Units come from the Sales and Trends pipeline, which is separate from App Analytics and can disagree with it.

play_vitals

Reads Android vitals from the Play Developer Reporting API: crash rate, ANR rate, error counts and startup metrics, daily or hourly, with optional breakdowns such as versionCode or countryCode.

{ "packageName": "com.example.app", "metricSets": ["crashRate", "anrRate"], "days": 28 }

Set SEO_MCP_PLAY_CREDENTIALS to the service account key, falling back to GOOGLE_APPLICATION_CREDENTIALS. The account also has to be invited in Play Console under Users and permissions with the permission to view app information and app quality. The token is minted for the playdeveloperreporting scope, which is a separate grant from the Cloud Storage read play_store_stats needs. One account can hold both, but a key that only has the bucket grant gets a 403 here.

The window is clamped to the freshness the API reports for itself, since it refuses an end date past that and asking through today always fails. The result says how current the data actually is, so zero rows through a known date is distinguishable from zero rows because the day has not landed. This API carries no acquisition or conversion data; play_store_stats has that.

Google Ads

Reads the account through the API rather than the console. A console table pages, so a count taken from the first screen can be wrong without looking wrong: one keyword count was read as two when the answer was five, because the table shows ten rows and there were fourteen. These tools return every row.

Set GOOGLE_ADS_DEVELOPER_TOKEN, GOOGLE_ADS_CLIENT_ID, GOOGLE_ADS_CLIENT_SECRET, GOOGLE_ADS_REFRESH_TOKEN and GOOGLE_ADS_CUSTOMER_ID (dashes optional). Two conveniences: GOOGLE_ADS_CLIENT_SECRET_PATH reads the client id and secret out of the OAuth client JSON that Google Cloud gives you, and GOOGLE_ADS_ENV_FILE points at an existing .env-shaped file holding any of these, so a refresh token that already lives somewhere is read in place rather than copied. The process environment wins over the file. GOOGLE_ADS_API_VERSION overrides the API version.

ads_campaigns

Campaign name, status, daily budget, impressions, clicks, cost and conversions over a window.

{ "days": 30 }

ads_keywords

Every keyword with its state, effective CPC bid, approval status, serving status and metrics.

ELIGIBLE does not mean serving. It means approved and capable of serving, and a paused keyword reports it. That is why status is returned alongside it: without it a paused keyword's row is identical to a live one, and someone who has just paused three keywords reads that as the pause not having taken. Paused keywords are named in a note rather than dropped, because silently removing rows is the same failure one layer down: you ask whether a keyword is in the account and get nothing back. Pass status to filter deliberately.

{ "days": 30 }

ads_ads

Every ad with its ad strength, policy approval status, serving status and metrics.

{ "days": 30 }

ads_ad_copy

Reads what an ad actually says. ads_ads gives the id, strength, approval and status; this gives the text, which is the thing every creative question needs and the reason that question otherwise ends in the browser.

{ "adGroup": "brand-exact" }

Every headline and description comes back with its pinning and Google's own performance label, plus the display path, the final URLs, and the policy topics behind a limited or disapproved status. The approval word says something is wrong; the topic says what. APPROVED_LIMITED beside TRADEMARKS_IN_AD_TEXT is a fix; APPROVED_LIMITED on its own is a trip to the console.

It also answers the two questions a per-ad view cannot:

• Why is strength Poor. The count against what Google wants, 3 of 15 headlines, 2 of 4 descriptions, and how many assets are pinned. Pinning is usually deliberate, usually invisible in the strength word, and a common reason strength reads lower than the copy deserves. Text repeated inside one ad is named too, since a repeated asset takes a slot without adding a variation.
• Is a headline duplicated across ads. Headline text appearing in more than one ad is listed with the ads and ad groups carrying it. Two ads in one ad group that share their headlines are not two variants being tested against each other, and nothing in the console says so at a glance.

Removed ads are excluded unless includeRemoved is set, and only a responsive search ad carries text in these fields: any other ad type is listed with its type and no copy, rather than as an ad with nothing to say. Assets attached to the ad, campaign or account, such as sitelinks, promotions and prices, are not read here, so an ad that looks thin in this output may still be serving with assets alongside it.

ads_assets

What is attached under the ad: sitelinks, callouts, structured snippets, promotions, prices, call and image assets, at all three levels, with what each one actually says rather than only its type and id.

{ "campaign": "search-uk-us-2026-09" }

A promotion reads back as up to 20% off on Pro plan with code LAUNCH20, 2026-01-01 to 2026-01-31, not as PROMOTION #4417. That matters because Google states a promotion's percentage in millionths, where 1,000,000 is 100%, so the raw field is a number nobody would recognise as a discount. Prices come back with their offerings and currency, sitelinks with their descriptions.

Three things worth knowing before reading a result:

• An account-level asset applies to every campaign, so it is listed even when you name one campaign. This is the other half of ads_ad_copy: an ad that looks bare there may be serving with four sitelinks and a promotion beside it, none of which are attached to its campaign.
• Attached is not shown. Google decides per auction whether to show an asset and which ones. This says what is available to serve, not what served.
• A campaign name that matches nothing is refused, not answered. A typo used to come back as zero rows with no error, next to a note explaining that account-level assets are listed too, so the reader concluded the account had none. The name is resolved before anything is read, and an unknown one says so. The caller who mistypes a campaign is exactly the caller who then says "that campaign has no sitelinks" and acts on it.
• A level that cannot be read is reported as an error in place. The three levels are three separate queries, and if one fails the other two still come back with levelErrors naming the one that did not. An empty list that quietly meant "the query broke" would read as "nothing attached", which is the wrong answer to the only question this tool gets asked.

A type this tool has no shaped reading for is named with its asset type and its field type and left at that, rather than given an invented summary: a TEXT asset filed as BUSINESS_NAME is mostly described by the second half. The field type is shown only where it differs from the asset type, since the two are usually the same word and repeating it is noise. Asset metrics are not reported here.

ads_query

An arbitrary GAQL SELECT for a question the shaped reads do not cover. GAQL has no statement other than SELECT, so this cannot change anything, and a query that does not start with SELECT is refused.

{ "query": "SELECT campaign.name, metrics.cost_micros FROM campaign WHERE segments.date DURING LAST_7_DAYS" }

ads_search_terms

The queries that actually triggered an ad, with the keyword each one matched. This is the paid equivalent of the Search Console query dimension, and it carries the same caveat: Google withholds terms too few people searched, so a term that is not listed is unknown rather than absent.

{ "days": 90, "minImpressions": 1 }

ads_changes

What changed in the account, when, which fields, by whom, and whether it came from a tool or from someone in the browser: client is GOOGLE_ADS_API for the former and GOOGLE_ADS_WEB_CLIENT for the latter. This is the audit trail for anything ads_update writes, and for console edits made by hand. Google keeps 30 days, so a longer window is refused rather than silently truncated.

{ "days": 14, "limit": 100 }

ads_negatives

The negative keywords already in place, at campaign, ad group or shared-set level. A negative blocks traffic without leaving any record that it did, so this is the list to check when a keyword stops serving and nothing looks wrong, and before adding a term that may already be there.

{ "level": "all" }

ads_negatives_update

Adds or removes negative keywords in a batch, enumerated one by one. There is no pattern or match-all form on purpose: "block every term matching X" is one typo away from an account-sized mistake, and an explicit list cannot make that mistake.

{ "action": "add", "level": "campaign", "target": "search-uk-us", "keywords": ["free", "crack"], "matchType": "EXACT", "dryRun": false }

Negatives feel safe because they only reduce spend, and that instinct is what makes them dangerous. A wrong bid shows up as spend. A wrong negative shows up as nothing: the traffic stops arriving, the term leaves the search terms report, and no row anywhere says why. Adding backup as a broad negative to a backup-plugin campaign ends its traffic, and Google reports no error because it is a perfectly valid negative.

So before adding anything, every proposed negative is checked against the campaign's own live keywords, and the batch is refused unless confirm is set. The refusal names what it would have cost: "backup" as a BROAD negative would block this campaign's own keyword "wordpress backup", which served 41 impressions. The check mirrors Google's matching closely but Google is the authority, and it is deliberately generous, because a false warning costs a sentence and a missed one costs the campaign.

Removals are not collision-checked. Removing a negative can only let traffic through, which shows up as spend rather than as silence.

ads_update

Changes one keyword bid, campaign daily budget, campaign status, ad status or keyword status. This is the only tool here that spends money, so it is built to be hard to fire by accident.

Pausing a keyword is its own kind, because dropping its bid is not the same thing. A keyword with a lowered bid is still enabled, still eligible, and still competing for the same daily budget. If the reason to act was that budget is the constraint, lowering the bid does not free any of it.

{ "kind": "budget", "target": "search-uk-us-2026-09", "value": "5.00", "dryRun": false, "confirm": true }

Four rails, each from a real failure rather than a hypothetical:

• A dry run by default. dryRun defaults to true, so omitting it reports the change and stops. A required parameter enforces this better than a command-line flag, because a flag can be forgotten and a default cannot.
• Exactly one match or refuse. A target that matches nothing is a typo; a target that matches two is a request to change something you did not name. Both stop before any write.
• Guards with reasons, in words. More than three times the current amount, more than $25 on a single bid or daily budget, or pausing something that is currently serving. A budget change also states the monthly equivalent, because $30 a day reads small and is about $912 a month. The dry run lists the reasons, and confirm then confirms something you have read rather than something unseen.
• The value is read back after the write. An HTTP 200 means the request was accepted, not that it stored what you meant. The result carries readBack and matches, and a mismatch is returned as an error.

A change that would be a no-op says so instead of sending a pointless mutation.

From the command line this tool needs --allow-spend as well as --allow-write. One flag authorising both "resubmit a sitemap" and "triple a daily budget" is not a gate.

ads_keyword_create

Adds one keyword to an ad group. The only tool here that creates rather than changes, and it is guarded differently for that reason.

{ "keyword": "wordpress backup plugin", "adGroup": "brand-exact", "bid": 1.2, "dryRun": false }

Every other write in this package reads a current value, compares it to the one asked for, and refuses when they already match. A create has no current value. There is nothing to compare and nothing to refuse against, so the comparison has to be replaced rather than skipped, and what replaces it is a duplicate check:

• A keyword already in the target ad group is refused, including a removed one. A removed criterion still holds the text, and Google rejects the duplicate with an error naming a resource the interface does not show, which is a confusing thing to meet without warning.
• A copy elsewhere in the account trips a guard rather than refusing. Running the same text in two ad groups can be deliberate, so refusing would make a legitimate structure impossible; saying nothing would let two copies compete for one budget silently.
• EXACT by default. PHRASE and BROAD each buy more than the text written here, so each trips a guard. Broad is the match type that spends on searches nobody meant to buy.
• The keyword is read back after the write, and its match type and status are compared to what was sent. A 200 on a create means accepted, not present-and-correct.

One asymmetry worth stating plainly: a created keyword starts serving immediately, and unlike a bid change there is no previous state to return to. Undoing it means pausing or removing what was made.

ads_update_batch

Changes several keyword bids, or several campaign daily budgets, in one call. One kind per call: a total across bids and budgets would add a per-click ceiling to a per-day amount, and no honest sentence describes that sum.

{ "kind": "bid", "changes": [{ "target": "wordpress backup", "value": 0.85 }, { "target": "backup plugin", "value": 0.6 }], "dryRun": false, "confirm": true }

It is a named list of pairs, not a rule applied to many things. There is no "raise everything by 20%" and no selector, because the mistake this tool exists to prevent is exactly the one a selector makes easy: a pattern that matches more than the caller pictured, applied before anyone can see the list it produced. Every entry names one target and the value it should end at, and the dry run prints that list back.

Four things it does that ads_update called in a loop does not:

• Everything resolves before anything is written. If entry four matches nothing, entries one to three are not already live. A loop of single calls fails halfway and leaves the account in a state nobody chose, with no single row anywhere saying so.
• The sum is guarded, not only each entry. Five raises that are each within the per-item ceilings are still one large spend change together, and doing them one at a time is how that goes unnoticed.
• The one entry out of line with the rest is named. Nineteen bids moving a few cents and one moving $40 can sit under every ceiling and still be the mistake. An entry whose move is far larger than the middle of the batch is flagged by name, because a typo hides inside an acceptable total, and that is exactly how a batch differs from the same writes sent one at a time.
• Two entries cannot name the same thing. The same target twice is refused, and so are two differently named campaigns that share one budget, where the total would count it twice and the second write would quietly win.

The per-entry ceilings stay flat however long the list is, because the per-entry question is whether that one entry is a typo and a typo does not get more acceptable in a bigger batch. The ceiling on the batch total grows with the batch, slowly: twenty entries is not twenty times the risk of one, it is one decision taken once. A guard that trips on every realistic batch is not a guard, it is a checkbox, and once confirm is routine it gets passed unread.

The total is always stated in words whether or not anything tripped, since the sentence is what gets read and the guard is only what stops you when it does not. For budgets that is the monthly figure both ways: These daily budgets come to $13.00 a day, about $395 a month, up from $10.00 a day, about $304 a month.

Every va