Google Webmaster MCP

# Google Webmaster MCP: SEO & KPI Maintenance Workflow This document outlines the recommended Standard Operating Procedure (SOP) for using the **Google Webmaster MCP** tool to maintain robust SEO health and track Key Performance Indicators (KPIs). ## The "Triple-A" Cycle: Audit, Analyze, Action The most effective workflow combines the three pillars of the tool: **Google Search Console (Audit)**, **Google Analytics 4 (Analyze)**, and **Google Tag Manager (Action)**. --- ## Prerequisites for Global Use Since this tool is installed globally, it needs to know **which** project you are working on. 1. **Context is Key**: The tools need to know which site to act on. * **Create a `.env` file** in the **root of your project** (e.g., inside `your-app-name/`). * **Required Variables**: ```env GTM_ID=GTM-XXXXXX GSC_SITE=https://example.com GSC_SITE=https://example.com GA4_PROPERTY_ID=123456789 BUSINESS_ACCOUNT_ID=123456789 BUSINESS_LOCATION_ID=987654321 ``` 2. **Authentication**: Ensure you have authenticated globally using the command: ```bash google-webmaster-mcp-auth ``` --- ### Phase 1: Audit (Google Search Console) **Goal**: Ensure your site is visible, indexed, and error-free. 1. **Health Check**: * Run `google-webmaster-audit` to get a snapshot of GSC performance and sitemap status. * If sitemaps are missing, run `google-webmaster-submit-sitemap`. 2. **Indexing Status**: * Use `gsc_inspect_url` (via MCP) on key landing pages. 3. **Performance Review**: * Review the "Top Pages" output from the audit command. ### Phase 2: Analyze (Google Analytics 4) **Goal**: Understand user behavior and verify KPI performance. 1. **Traffic Pulse**: * Run `google-webmaster-audit` to see the last 7 days of active users and sessions. 2. **KPI Verification**: * Check specific conversion events using the MCP tool `analytics_run_report`. ### Phase 3: Action (Google Tag Manager) **Goal**: Fix tracking gaps and implement new features. 1. **Gap Filling**: * Use `gtm_create_tag` (via MCP) to add missing tags. 2. **Validation**: * Run `google-webmaster-gtm-validate` to check for missing triggers or variables. 3. **Deployment**: * Run `google-webmaster-gtm-publish` to snapshot and publish your changes. ### Phase 4: Awareness (Google Business Profile) **Goal**: Manage local presence and reputation. 1. **Review Management**: * Use `business_get_reviews` to monitor customer feedback. * Reply to reviews using `business_reply_review` to engage with customers. 2. **Profile Updates**: * Keep your business information (hours, phone, etc.) up to date using `business_update_location`. 3. **Post Management**: * Share updates, offers, and events using `business_create_post`. * Create portfolio showcase posts with `node scripts/create_portfolio_post.js`. * Manage active posts with `business_list_posts`, `business_update_post`, and `business_delete_post`. ### Phase 5: Conversion Optimization (Tag Manager KPIs) **Goal**: Track and optimize key performance indicators across your digital presence. 1. **KPI Tag Setup**: * Run `node scripts/setup_kpi_tags.js` to create conversion tracking tags. * Track important user actions: form submissions, phone clicks, quote requests. 2. **Tag Validation**: * Use `google-webmaster-gtm-validate` to ensure all KPI tags have proper triggers. 3. **Performance Monitoring**: * Review KPI metrics in GA4 with `analytics_run_report`. * Identify high-performing conversion paths and optimize underperforming ones. ### Phase 6: Advanced "Smart Analysis" Setup **Goal**: Move beyond "Total Leads" to "Leads by Source" (e.g., Hero Button vs. Footer Link) without creating hundreds of tags. 1. **Codebase Strategy (The "Label" Pattern)**: * Push a single generic event name (e.g., `generate_lead`) but add a specific unique `label`. * *Example*: `dataLayer.push({ event: 'generate_lead', label: 'header_quote_button' })` * *Example*: `dataLayer.push({ event: 'generate_lead', label: 'hero_quote_button' })` 2. **GTM Configuration (The "Dynamic Variable" Pattern)**: * **The Trap**: Standard Tags often ignore custom properties like `label`. * **The Fix**: 1. **Create Variable**: Go to Variables -> User-Defined -> New -> **Data Layer Variable**. Name it `DLV - label`. Set Data Layer Variable Name to `label`. 2. **Update Tag**: Open your `GA4 Event - Generate Lead` tag. 3. **Map Parameter**: In "Event Parameters", add: * Parameter Name: `event_label` * Value: `{{DLV - label}}` 3. **Result**: * **Execs see**: "50 Leads" (Generalization). * **Marketers see**: "30 from Hero, 20 from Header" (Granularity). ### Phase 7: Advanced Troubleshooting (GSC & Schema) **Goal**: systematically resolve "Rich Result" or "Indexing" errors reported by Search Console. 1. **Diagnosis**: * **Identify**: Use `google-webmaster-audit` to list active GSC errors. * **Inspect**: Use `gsc_inspect_url` on a failing URL to get the specific error details. * **Isolate**: effective debugging requires checking both *Code* and *Tag Manager*. * *Code Check*: Does your source code (e.g., `layout.tsx`, `app.vue`, or `index.html`) have valid `JsonLd`? * *GTM Check*: Are there "Custom HTML" tags injecting conflicting schema? (Common root cause for "Multiple Aggregate Ratings"). 2. **Resolution**: * **Fix**: Update the code or Delete the conflicting GTM tag. * **Verify**: Publish GTM container (if changed). Deploy code. * **Validate**: In GSC, click "Validate Fix" to trigger a recrawl. ### Phase 8: Deep-Dive Analytics (Traffic Quality) **Goal**: Go beyond "Hits" to understand "Value". 1. **Traffic Quality Report**: * Use `analytics_run_report` with dimensions `sessionSourceMedium` and metrics `sessions, engagementRate`. * **Analysis**: * *High Volume / Low Engagement*: Bot traffic or bad targeting. * *Low Volume / High Engagement*: **Gold Mine**. Scale this channel (e.g., SEO, Yelp). 2. **Conversion Attribution**: * Use `analytics_run_report` with dimensions `eventName, eventLabel` and metrics `eventCount`. * **Analysis**: Identify which specific buttons (Labels) are driving the leads. --- ## Example Scenarios ### Scenario A: "My traffic dropped!" 1. **Agent**: "Check GSC analytics for the last 7 days. Are impressions down or just clicks?" 2. **Agent**: "If impressions are stable but clicks are down, check average position." 3. **Agent**: "Inspect the top dropping URL with `gsc_inspect_url` to see if it was de-indexed." ### Scenario B: "I need to track a new marketing campaign." 1. **Agent**: "Create a new GA4 Event Tag named 'Campaign_Signup' in GTM." 2. **Agent**: "Create a Trigger for 'Page View' where URL contains '/campaign-landing'." 3. **Agent**: "Publish the new version." 4. **Agent**: "Verify data starts appearing in GA4 with `analytics_run_report` tomorrow." ## Automation Tips for AI Agents * **Batch Audits**: Ask your agent to "Audit the top 5 pages of my site using GSC and report any mobile usability issues." * **Self-Healing**: "If you find a broken variable reference in GTM using `gtm_validate_workspace`, list it and suggest a fix."