MCP for technical SEO: Turning crawlers into actionable SEO systems (brightonSEO San Diego, Sep 2026)

Transcript

1. Itamar Blauer WhitePress® @itamarblauer MCP for technical SEO: Turning crawlers into actionable SEO systems
3. MCP 3
4. So what does it do? 4
5. Connects to external data 5
7. Connects to external data AI uses tools / takes action 7
9. Connects to external data AI uses tools / takes action Standardises integrations 9
15. Hi! I’m Itamar 👋 • • • Head of Marketing & Growth, WhitePress Author, Keywords for SEO Podcast Host, SEO Unplugged • • Worked with $1B+ Companies Never Present the Same Talk Twice Connect with me on LinkedIn linkedin.com/in/itamarblauer/
16. 1-minute Claude setup: Sitebulb 16
25. 2-minute Claude setup: Screaming Frog 25
27. https://www.screamingfrog.co.uk/seo-spider/user-guide/configuration/ 27
33. “Ok cool, I’m in, what next?” 33
34. Running a crawl 34
41. Bottom line: Have a crawl already done 41
42. Multiple connectors can be used to have multiple capabilities within a workflow e.g. Drive, Calendar, Gmail, Jira 42
45. “So what kind of tech SEO workflows can I try out?” 45
46. Workflow 1: Business Impact Prioritisation 46
47. Workflow 1: Business Impact Prioritisation 47
54. Workflow 2: Engineering Delivery 54
55. Workflow 2: Engineering Delivery 55
57. Workflow 3: Implementation QA 57
58. Workflow 3: Implementation QA 58
60. Bonus Workflow: 60
61. Bonus Workflow: I’m OOO 61
62. Bonus Workflow: I’m OOO 62
64. Skills are instructions on how to execute workflows 64
70. NOTE: YOU MUST USE COWORK! 70
71. Skills are helpful when running repetitive tasks (scheduling, running tools) 71
78. Skills can be customised for your particular use-case 78
82. Sitebulb has some useful skills that you can try out 82
83. Skill 1: What Changed 83
84. Skill 1: What Changed 84
85. Skill 2: Technical SEO Audit 85
86. Skill 2: Technical SEO Audit 86
87. Skill 3: Release Check 87
88. Skill 3: Release Check 88
89. Skill 4: Dev Handoff 89
90. Skill 4: Dev Handoff 90
91. Pro tip: schedule weekly crawls to better automate this process 91
94. Things to watch out for with MCP 94
95. Things to watch out for with MCP 01 AI scales mistakes faster 95
96. Things to watch out for with MCP 01 02 AI scales mistakes faster Validate before you automate 96
97. Things to watch out for with MCP 01 02 03 AI scales mistakes faster Validate before you automate Context is everything 97
98. Things to watch out for with MCP 01 02 03 AI scales mistakes faster Validate before you automate Context is everything 04 Impact over issues 98
99. Things to watch out for with MCP 01 02 03 AI scales mistakes faster Validate before you automate Context is everything 04 05 Impact over issues Efficiency ≠ effectiveness 99
100. Things to watch out for with MCP 01 02 03 AI scales mistakes faster Validate before you automate Context is everything 04 05 06 Impact over issues Efficiency ≠ effectiveness Bad inputs = bad outputs 100
101. What about the costs? 101
102. My Claude plan is $1,200 per year 102
103. Sitbulb Lite plan is $180 per year 103
104. Screaming Frog plan is $279 per year 104
105. $1,659 per year 105
106. 5 hours saved per week 106
107. 260 hours saved per year 107
108. Is your time worth more than $6.38/hour? 108
109. That’s $1,659 per year to invest in improving your efficiency and output 109
111. Thank you! Want to apply this to your situation? Scan to continue the conversation 👉