SEOG — Local SEO via MCP
Overview
SEOG (seog.ai) is an AI local-SEO platform for businesses that live on Google Maps. Its remote MCP server exposes the whole product as 90 tools — the same domain services the web app's buttons call — so an agent can run a complete local-SEO practice without opening a browser: import a business, track and rank-check keywords, scan map visibility on a geo grid, sync and answer Google reviews, watch competitors, audit the website and Search Console, publish Google posts, and generate PDF reports.
Endpoint: https://api.seog.ai/mcp (streamable HTTP), authenticated with a personal
token. Every call runs as that SEOG account — there is no anonymous mode.
Instructions
Setup
Sign up at https://app.seog.ai, then Settings → MCP access to issue a personal token (shown once). Install either way:
As a Claude Code plugin (recommended — bundles this skill and the server config):
/plugin marketplace add TerminalSkills/skills
/plugin install seog@terminal-skills
Claude Code asks for the token during install and stores it in the credential store. Non-interactively (scripts, CI):
claude plugin marketplace add TerminalSkills/skills
claude plugin install seog@terminal-skills --config mcp_token="$SEOG_MCP_TOKEN"
Verify with /plugin list (seog → enabled) and /mcp (seog → connected).
As a skill + manually registered MCP server (any client):
npx terminal-skills install seog
claude mcp add --transport http seog https://api.seog.ai/mcp \
--header "Authorization: Bearer $SEOG_MCP_TOKEN"
For Codex / Gemini CLI / Cursor, register an HTTP MCP server with the same URL and
Authorization: Bearer header. Verify with tools/list — 90 tools from server
seog-platform (fewer on white-label accounts; see Guidelines).
Account, plan and credits — read before running paid tools
- The token identifies a SEOG account; tools act only on that account's data.
- SEOG bills in credits (CR) on one rule: anything that calls an external API is paid, at the same price as the equivalent click in the app. Reads of already-stored data are free. That includes undo and delete — each replays a call against Google.
get_credit_balancereturns balance + plan;list_feature_pricesprices every paid tool. Check both before a multi-business sweep.- A paid tool that fails is not charged (deliver-or-refund), so a failed run never
silently costs money.
create_reportis the one asynchronous case: it returns a QUEUED report immediately and the charge lands when the PDF generates (refunded if it fails), so pollget_reportrather than assuming the credits moved at enqueue.
Tool map
Full parameter schemas and pricing notes: references/mcp-tools.md.
💳 = spends credits.
| Domain | Tools |
|---|---|
| Businesses | list_businesses, get_business, search_places💳, import_business💳, update_business, delete_business |
| Profile health | get_business_audit, get_action_plan, list_recommendations, analyze_business_profile, set_recommendation_status |
| Profile editing (writes to Google) | apply_profile_fix💳, undo_profile_fix💳, draft_business_description💳, apply_business_description💳, undo_business_description💳, list_profile_photos, delete_profile_photo💳, get_profile_fix_options, list_recent_profile_edits |
| Rankings | list_keywords, add_keyword💳, check_keyword💳, refresh_rankings💳, keyword_history, keyword_recommendations💳, keyword_recommendations_cache, toggle_keyword, remove_keyword |
| Map grid + AI answers | run_grid_scan💳, get_latest_grid_scan, get_keyword_grid_scan, get_grid_history, get_grid_snapshot, check_ai_overview💳, get_ai_overview |
| Reviews | list_reviews, review_stats, sync_reviews💳, draft_review_response, generate_review_reply💳, publish_review_reply💳, verify_review_reply💳 |
| Competitors | discover_competitors💳, get_discovered_competitors, list_competitors, add_competitor💳, remove_competitor, set_competitor_watchlist, snapshot_competitor💳, refresh_competitors💳, compare_competitors, list_competitor_alerts, mark_competitor_alerts_read, scan_competitor_spam |
| AI visibility | get_ai_visibility, get_ai_visibility_pillars, get_ai_presence_matrix, check_ai_visibility💳, list_citations, check_citations💳 |
| Website + Search Console | get_website_analysis, refresh_website_analysis💳, refresh_website_all💳, get_search_performance, get_search_console_status, load_search_performance💳 |
| Google posts | list_posts, get_post_templates, validate_post, draft_post_content💳, publish_post💳, refresh_posts💳, delete_post💳 |
| Google connection | get_google_connection_status, get_gbp_performance, load_gbp_performance💳, load_gbp_keyword_history💳, list_gbp_import_locations, import_gbp_business💳 |
| Account + reports | get_dashboard, get_credit_balance, list_feature_prices, get_metrics_history, list_reports, create_report💳, get_report, delete_report, refresh_business_profile💳, refresh_business_overview💳 |
Core workflows
Onboard — search_places → import_business with the chosen placeId. If the
user's Google account is already connected, prefer list_gbp_import_locations →
import_gbp_business: it binds the owner connection, which is what unlocks review
replies and posts.
Track rankings — read keyword_recommendations_cache (free) before paying for
keyword_recommendations; add_keyword (optional locationLabel to rank from a
neighborhood); check_keyword for one live check or refresh_rankings for every
active keyword in a single charge; keyword_history for the trend; run_grid_scan
for map coverage across a grid (price scales with gridSize).
Work reviews — sync_reviews → list_reviews(filter="needs-response") →
generate_review_reply for a draft → ask the user → publish_review_reply
(publicly visible on Google) → verify_review_reply to confirm it landed.
draft_review_response saves a local draft and publishes nothing.
Fix the profile — get_action_plan / get_business_audit to find gaps, then
apply_profile_fix (phone, website, hours, name, status) or
draft_business_description → apply_business_description. Both write to the live
listing; undo_profile_fix / undo_business_description revert.
Diagnose beyond the profile — get_website_analysis + get_search_performance
(free reads of the last runs), refresh_website_all to re-run both in one charge;
get_ai_visibility_pillars and list_citations for AI-answer readiness and NAP
consistency.
Examples
Example 1: Weekly digest, credit-aware
"How are my clients doing this week?"
1. get_credit_balance → 180 CR (Growth plan) — enough for the sweep
2. list_businesses → 15 businesses
3. per business: refresh_rankings # one charge for all active keywords
sync_reviews → list_reviews(filter="needs-response")
compare_competitors + list_competitor_alerts # both free
4. generate_review_reply for each negative unanswered review → present the drafts
5. get_action_plan(businessId) → prioritized fixes for the digest
Publishing (publish_review_reply) waits for the owner's explicit yes.
Example 2: Credits run out mid-sweep
> run_grid_scan(businessId, keywordId, gridSize=7)
✗ Not enough credits: this action costs 45 CR and the account balance is 12 CR.
Nothing was run and nothing was charged. Top up or upgrade at
https://app.seog.ai/billing, then retry.
Correct behaviour: relay the numbers and the link, stop the paid sweep (do not
retry in a loop), and finish the digest from free reads — list_keywords,
get_latest_grid_scan, review_stats, get_action_plan all still work.
Guidelines
- Money is real. Never run a paid tool the user did not ask for. Price a batch with
list_feature_pricesand checkget_credit_balancefirst. Prefer bundled charges (refresh_rankings,refresh_website_all,refresh_business_overview) over per-item loops — they cost less for the same work. - Publishing is public and hard to undo.
publish_review_reply,publish_post,apply_profile_fixandapply_business_descriptionwrite to the live Google listing. Quote the exact text and get approval first. Changing the business NAME can put the listing into Google re-verification — say so before doing it. - Irreversible tools require
confirm: true—delete_business,delete_profile_photo,delete_post,remove_keyword,remove_competitor,delete_report. Without the flag they refuse to run, by design: quote exactly what will be deleted, get a yes, then pass it.delete_businesscascades reviews, keywords, rankings and competitors; deleted photos and posts cannot be restored. Prefertoggle_keywordwhen the user only wants to pause tracking. - Read the error instead of retrying. Tool errors are self-describing:
INSUFFICIENT_CREDITSgives price, balance and the top-up URL;PLAN_REQUIREDmeans the trial ended or no plan exists;FEATURE_NOT_IN_PLANnames the feature and plan. Relay them — a retry loop just fails again. - Some tools are absent by design. White-label/agency accounts do not get the tools
that return raw Google content (
search_places,check_keyword,sync_reviews,discover_competitors,run_grid_scan,import_gbp_business, …). If a tool is "not found", say the account is not cleared for it rather than guessing. - Photo upload and Google / Search Console OAuth stay in the web app (file bytes and a browser). Everything else is available here.
- IDs are UUIDs scoped to the token's account — a 404 on a valid-looking UUID usually means it belongs to another account.
- The token is a credential: never commit it, and scrub it from logs and transcripts. A 401 means it was revoked in Settings — ask the user to reissue.