Sequel
SEO

Check whether organic traffic converts

Find which pages get search traffic but few signups, orders or purchases: join Search Console pages to GA4 landing-page engagement and conversions to see which organic pages, product pages and category pages actually convert, which attract visits that bounce, and where the gap between ranking and outcome is widest.

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The playbook

Clicks are the SEO team's number; conversions are the company's. A page can be an SEO success and a business failure at the same time, and only the join between Search Console and GA4 shows which is which.

Steps

  1. Pull organic performance by page. google_search_console.query with dimensions: ["page"], a 28-day window ending 3 days ago, rowLimit: 500. Clicks, impressions and position per URL.

  2. Pull outcomes by landing page. google_analytics.run_report with dimensions: ["landingPage"], metrics: ["sessions", "engagementRate", "conversions", "totalRevenue"], the same dates, and dimensionFilter on sessionMedium EXACT organic. Add ecommercePurchases for a store.

  3. Join on the URL path. Search Console returns absolute URLs; GA4 returns paths. Strip the origin, the query string and the trailing slash from both, lowercase, then join. Report how many Search Console pages found no GA4 match; a large share usually means a redirect or a canonical mismatch worth its own look.

  4. Compute the outcome metrics. Per page: clicks, sessions, engagement rate, conversions, conversion rate (conversions over sessions), and revenue if present. Also the ratio of GA4 sessions to Search Console clicks; expect 0.6 to 0.9. A page far outside that range has a tracking problem, not a content problem.

  5. Sort pages into four groups.

    • High clicks, low conversion rate: the page attracts the wrong intent, or the page fails the right one. Fetch it with your browsing and say which.
    • High conversion rate, low clicks: the page works; it needs more visibility. Continue with find-striking-distance-keywords and internal-link-audit for it.
    • High on both: protect. Do not recommend changes to it.
    • Low on both: ignore for now.

  6. Report. One table, one row per page, sorted by clicks: clicks, position, sessions, engagement rate, conversions, conversion rate, revenue. Then the two interesting groups (high traffic low conversion, high conversion low traffic) with two or three named pages each and a specific action per page. State which conversion events GA4 is counting.

Gotchas

  • "Conversions" means whatever key events the account has configured. Check with the user what counts before reading the numbers; a site with "scroll 90%" as a key event will look like it converts everything.
  • Sessions and clicks are different measurements. Consent banners, ad blockers, bots and GA4 sampling all widen the gap. Do not present the gap as lost visitors.
  • Organic medium is not only Google. GA4's organic includes Bing, DuckDuckGo and the rest. Search Console is Google only. The join is approximate for that reason; say so.
  • GA4 lags about a day, Search Console two to three. Ending both windows 3 days back keeps them comparable.
  • Engagement rate is a weak proxy for intent. A page that answers the question fully and sends the reader away has low engagement and did its job. Use conversions where they exist.

Sequel CLI

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One command connects your agent to Sequel and installs the Sequel skill, so it knows this playbook exists and reads it when a question matches. The CLI signs you in, provisions a scoped API key and writes the config for you.

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  1. 1

    Install the Sequel CLI

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    curl -fsSL https://sequel.sh/install | sh
  2. 2

    Sign in

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    sequel login
  3. 3

    Install into your agent

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    sequel install
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      sequel install claude-code
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      sequel install claude
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      sequel install vscode
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      sequel install windsurf
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      sequel install zed
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      sequel install openclaw
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      sequel install hermes

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Analyze high-ranking landing pages

See which pages perform best in organic search: the landing pages that earn the most clicks and impressions, the queries behind each one, and how they compare with competitor estimates from Ahrefs.

Audit internal links to important pages

Audit the site's own internal linking: crawl navigation and body links between the site's pages to find valuable pages with too few inbound internal links, orphan pages, and the handful of cross-links that would lift striking-distance rankings.

Audit or draft an llms.txt

Check whether the site has an llms.txt, whether it follows the spec and points at the pages that matter, and if it is missing draft one from the pages Search Console shows people actually find, so AI assistants get a curated map of the site instead of guessing.

Audit redirect chains and loops

Follow every redirect on the URLs Search Console still sends traffic to, on the sitemap, and on backlinked pages, to find chains, loops, redirects to the homepage, and temporary redirects that should be permanent, so link equity and crawl budget stop leaking.

Audit referring domain quality

Grade the domains linking to a site by authority, traffic and link count, spot concentration risk and link-farm patterns, and separate the referring domains that carry weight from the ones that are noise.

Audit titles and meta descriptions

Compare the title and meta description of each top page against the queries it actually ranks for in Search Console, and find missing, duplicate, truncated or misaligned metadata on the pages where a rewrite would earn the most clicks.

Put this playbook to work

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