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I used to run a digital marketing agency. And one of the services we provided was SEO - search engine optimisation - AKA “getting to the top of Google”.
We charged businesses a couple of thousand pounds a month. Big companies paid tens of thousands. We'd lock them into six-month contracts, hand over a PDF every month that looked like we'd done a lot of work, and honestly - a lot of agencies were winging it. The whole model was a bit of a black box. I say this as someone who was in it.
Now, I know me and my team did good work. I’d feel icky if we hadn’t . But a lot of agencies were happy to take the money and do sweet FA.
That model is dead now. A free Claude skill does in three minutes what agencies take weeks to deliver. I did a full presentation on this yesterday and I've attached the slide deck below. There's also an AI SEO Playbook you can grab also at the bottom.
Here's what hiring an SEO agency used to look like. You'd pay a couple of thousand pounds a month - minimum. Tens of thousands if you're a bigger company. They'd spend the first month on an "audit" that probably took them a few hours. Then you'd be locked into a six to twelve month contract with very little visibility into what they're actually doing.
Most agencies wouldn't share the exact work because they said you'd "just copy it." More likely it's because they weren't doing that much… They'd run a few automated tools, print a nice PDF, and wait for you to realise nothing's happening and fire them. But in the meantime pocket 6-12 months of retainer thank you very much.
SEO has always been this weird “dark art” where the agency holds all the cards. You have no idea if they've been working hard or just running out the clock. And when thinks went wrong they could just say “oh well it’s an algorithm change”.
I ran one of these businesses. I feel okay talking about this because I haven't done it for a couple of years. Plus I know we did good work. But yeah - the industry was always a bit shit... The model rewarded opacity. The good agencies were great, but the bad ones could hide behind jargon and monthly fancy looking presentations for months before you caught on.
That won’t do…
A developer called AgriciDaniel built a free Claude Code skill called Claude SEO. Good name! It's on GitHub - completely free, open source, you can do what you want with it.
Here’s the link: https://github.com/AgriciDaniel/claude-seo
It runs seven parallel AI agents across your website: technical SEO, on-page analysis, content quality, schema markup, image optimisation, AI search optimisation (that's GEO), and strategic planning. Each one does its own audit and they all come back together with a combined report.
The installation is simple. You don't need to clone repos or mess around in the terminal. Download the Claude desktop app from claude.ai/download, and literally type "install the SEO skill from" and paste the GitHub URL. Claude handles the rest.
I’ve written up a full PDF on the install/setup btw - grab it here - Claude SEO guide.
On a small site it takes about three minutes. On my site - 2.5 million words of content (!) - it took about 50 minutes overnight.
Fair question that comes up every time: is SEO still relevant? People are searching inside ChatGPT, Claude, Gemini, Perplexity. They're not necessarily going to Google directly anymore.
Makes sense. BUT…how Google sees your website directly affects how it shows up in AI too. These models are still hooked to the internet. They still use search data under the hood. Google AI Overviews and Gemini obviously use Google's index. ChatGPT leans on Bing. Claude uses Brave. All of them are pulling from the web - in fact the whole technology of the internet laid the foundations of our current AI systems.
If you show up on the internet, if other people link to you, that signals authority. And that authority gets weighted inside the large language models. There's a whole new industry forming around this - GEO, Generative Engine Optimisation. We haven't even settled on what to call it yet. I've seen AIEO which is terrible….
What we do know: ranking on Google still helps massively. Building high quality content that people link to still matters. Make good shit. And make sure Google knows you’ve made it. That’s kinda the only things that matter.
I pointed the Claude SEO skill at my own site. It's massive - the sitemap is broken into multiple smaller sitemaps because there's so much content. Courses, playbooks, tools, newsletters, blog posts. Two and a half million words, human-written and from livestream and video transcripts. A LOT of content.
Getting an agency to audit a site this size would cost a fortune. Tens of thousands up front and then easily thousands per month to implement the SEO plan. The skill ran through it overnight in about 50 minutes and came back with a granular breakdown.
It found things I'd completely missed. Like the fact I didn't have a "What is ChatGPT?" page. Sounds obvious, right? But I never thought to create one because I assumed it was too basic. The skill identified it as a massive content gap and told me exactly where to connect it in my site structure.
It also checked things like title tags (some pages had the same title - terrible for SEO), header hierarchy (H1, H2, H3 structure), E-E-A-T scoring per page, and whether I was accidentally blocking AI crawlers. FYI some website builders block LLM crawlers by default and you might not even know it.
Cool so we have audited the site. That’s good. We know what’s wrong. Usually this would have cost us a few thousand by now. But here’s when the SEO agency really grabs us - the fixes.
This is when they’ll get you on a retainer for monthly work. We’ll fix x number of pages per month. We’ll optimise x number of keywords for you. We’ll fill x number of content gaps with new blog articles. And that’ll be $5000/month thanks.
Let’s go ahead and put Claude on the implementation too.
You take that audit - all those findings from the seven agents - and you feed it back into Claude Code. Or Codex. Or whatever you are using. Give it access to your site's GitHub repo and say: build me a plan to implement these fixes, prioritise the most important ones first, and work through the list.
On a big site this is a massive job. Hundreds or thousands of pages might need changes. So you don't try to do it all at once. Ask the AI to prioritise fixes instead and set up a scheduled task to work through over time.
For instance I’ve got mine set up to every night at 3am wake up, batch another 20 pages for optimisation, auto-generates meta tags, injects schema markup, writes optimised content briefs. Then in the morning you get a report: here's what I've changed, here are some draft articles for you to proof.
This is exactly the kind of work agencies charge thousands per month for. "We'll optimise five keywords this month." Instead, Claude Code just grinds through it in the background while you sleep. For $20/month.
Resources from today's stream:
Claude SEO skill: github.com/AgriciDaniel/claude-seo (free)
Claude Code desktop app: claude.ai/download
Kyle
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AI with Kyle Daily Update 164 Today in AI: Your AI Tool Stack Kyle Balmer March 24, 2026 https://youtu.be/pdjbSjaGGAA People keep asking me what tools to use...
