How to Use MCP Servers for SEO: Practical Use Cases

MCP servers let you connect multiple services — such as SEO tools and your CMS — directly to Claude (and other LLMs), allowing you to send requests to different APIs from within the LLM interface.

For example, you can actually carry out keyword research with an LLM without hallucinated results, and slice data in ways that were previously impossible. You can draft a blog post (or update an existing one) and publish it straight to your CMS. If you work in an enterprise environment, you can write several tickets in Claude and have them created in Jira immediately.

Many major SEO tools have already released their own MCP servers, including Ahrefs, Semrush, SE Ranking and DataForSEO, with more expected to follow.

In this talk, I’ll explore use cases for official MCP servers and show how they can improve everyday SEO tasks such as keyword research, SERP scraping, and more — all directly from your preferred LLM tool.

Transcript

1. How to Use MCP Servers for SEO: Practical Use Cases Gus Pelogia Indeed guspelogia.com | speakerdeck.com/pelogia
2. • 🧓 SEO since 2012 • From 󰎙, in 󰏚 • 🎤 HiveMCR and Croatia SEO Summit (‘26)
3. MC Who?
4. Model Context Protocol An open-source standard created by Anthropic (aka Claude) that enables AI models to securely connect with external tools
5. In other words: APIs on LLMs
7. CLAUDE VS CLAUDE CODE Quick checks Large tasks (e.g. Scrape multiple SERPs) Easier to set up Install via Terminal (Mac or Windows) Run on the cloud Run in your machine Run one task at a time Chain multiple calls together
8. INSTALLING CLAUDE CODE Time: ~30s
9. HOW TO SETUP AN MCP SERVER
10. Organise keywords by group Fresh SERPs by city Scrape SERP features Combine MCPs Historical Data & Data Viz USE CASES (THAT YOU CAN’T DO DIRECTLY FROM SEO TOOLS UI)
11. EXAMPLE 1 ORGANISE KEYWORD BY GROUP
12. THE CASE Keywords that combine “high paying” + job title Keywords that combine "high paying" + job title Good example (has job title) high paying accounting jobs Bad examples (no job title) high paying jobs in brighton
13. THE PROMPT(S) 1. MCP you need 2. Give examples 3. Explain output 1 2 3
14. THE RESULTS 87 keywords, 1 line
15. EXAMPLE 2 FRESH SERPs BY CITY
16. THE CASE Keywords that combine “high paying” + job title You need local, fresh results from another location Changing location on Chrome is messy You just need a quick check
17. THE PROMPT(S) 1. MCP you need 2. Locations 1 2
18. THE RESULTS
19. RESULTS OVERVIEW
20. 👌 SE RANKING ALSO DOES IT
21. EXAMPLE 3 SCRAPE SERP FEATURES
22. THE CASE Keywords that combine “high paying” + job title Understand SERPs beyond blue links Compare existing features per country or location Extract content available inside SERP features
23. THE PROMPT(S) 1. Mention MCP you need 2. Locations 3. SERP Feature
25. THE PROMPT(S) 1. MCP you need 2. SERP Feature 1 2
26. THE RESULTS
27. EXAMPLE 4 COMBINE MCPs
28. THE CASE Keywords that combine “high paying” + job title Scrape the SERPs with DataForSEO Ask Ahrefs, SEMRush or SE Ranking to find you search volume
29. THE PROMPT(S) 1. LLM suggestion 2. The MCP your need next 2 1
30. THE RESULTS
31. EXAMPLE 5 HISTORICAL DATA & DATA VIZ
32. THE CASE Keywords that combine “high paying” + job title Check percentage of ranking keywords with AIOs Time-consuming and wasteful to do it manually Create beautiful reports, instantly
33. THE PROMPT(S)
34. NUMBER OF AIOs THE DOMAIN RANKS FOR
35. ALL RANKINGS vs AIOs
36. ON-THE-GO LEARNINGS
37. Always mention the MCP tool you need Claude Code is MUCH BETTER than Desktop Keep an eye on usage limits + API costs
38. Costs: Claude Subscription + SEO Tool Tool Name Plan Required for MCP Access Price Data for SEO API Credits (Min $50) £37 Ahrefs Lite £99 SEMRush Pro (SEO Classic) £102 SE Ranking Growth £167
39. guspelogia.com/bseo26 Template: SlidesCarnival.com