Example output: examples/seo-firecrawl-stripe-com-20260514/scrape/FIRECRAWL.md

Firecrawl Orchestrator

A direct interface to Firecrawl MCP for tasks that fall outside the data-driven SE Ranking skills. Use when:

• You need raw HTML, <head> metadata, JSON-LD, or post-JS DOM that WebFetch's markdown conversion strips.
• You need a list of all URLs on a domain without pulling each one.
• You need to crawl a site and audit each page's metadata.
• You need to search within a known domain.
• A higher-level skill (seo-page, seo-schema, seo-content-audit, etc.) called you as a sub-step.

Prerequisites

• Required: the firecrawl-mcp MCP server. If mcp__firecrawl-mcp__firecrawl_scrape is unavailable, abort with the install command — bash extensions/firecrawl/install.sh from this plugin repo, plus the firecrawl.dev signup URL (free tier 500 credits/month). Don't attempt fallbacks; this skill exists for the cases WebFetch can't cover.
• User provides: a target URL or domain, plus optionally a mode (scrape / map / crawl / search). If mode unspecified, infer from input shape (single URL → scrape, single domain → map).

Process

1. Preflight. Confirm firecrawl-mcp is connected. If not, surface the install command and stop.
2. Mode selection. Resolve user intent into one of:
   • scrape — single URL, full data (default if user supplies one URL).
   • map — single domain, list of URLs only (cheap reconnaissance).
   • crawl — single domain, fetch each discovered page (expensive; require explicit confirm).
   • search — query within a domain.
3. Cost estimation + confirmation.
   • scrape (1 credit), map (~0.5 credit per discovered URL — estimate using a map first if scope unclear), crawl (1 credit per page crawled), search (1 credit per result returned).
   • For crawl and for map of >50 expected URLs, surface the estimate and require explicit go-ahead before calling.
   • Always read remaining credits implicitly via Firecrawl's response metadata (creditsUsed / creditsRemaining in metadata).
4. Execute. Call the matching mcp__firecrawl-mcp__firecrawl_* tool.
   • scrape: pass formats: ["markdown", "html"] by default (markdown for prose, html for <head> + JSON-LD). Add formats: ["screenshot"] only if the deliverable visibly uses one. SPAs: pass waitFor: 2000 (or a CSS selector) so the JS-rendered DOM is captured. Default onlyMainContent: true to drop nav/footer noise — override only on explicit request.
   • map: default limit: 500 (hard cap). Pass excludePaths: ["/admin/*", "/api/*", "/wp-admin/*", "/feed/*"] as a sane default.
   • crawl: default limit: 50 (default cap), hard cap limit: 200. Always pass excludePaths to prune. Poll firecrawl_check_crawl_status if the job returns asynchronously.
   • search: default limit: 20.
5. Parse + structure output. Don't dump the raw API response. Per-mode:
   • scrape → RAW.md (markdown body), META.md (og / twitter / canonical / robots / headers + parsed JSON-LD @type list with hashes), links.csv, optional screenshot.png.
   • map → URLS.md with pattern-grouped list (e.g., /blog/* — 128 (37%), /products/* — 84 (24%)), plus urls.csv.
   • crawl → folder per page under pages/{slugified-url}/ with RAW.md + META.md, plus a top-level INDEX.md summarising every page (URL, status, key signals).
   • search → MATCHES.md with hit excerpts + URLs ranked by relevance.
6. Synthesise FIRECRAWL.md at the root: target, mode, credits used, key findings (5 bullets max), open loops, recommended next skill.

Output format

Folder seo-firecrawl-{slug}-{YYYYMMDD}/:

Mode = scrape

seo-firecrawl-{slug}-{YYYYMMDD}/
├── RAW.md            (markdown body)
├── META.md           (og / twitter / canonical / robots / headers + parsed JSON-LD)
├── links.csv         (every <a href> on the page)
├── screenshot.png    (optional; only if requested)
└── FIRECRAWL.md      (synthesis + handoff payload)

Mode = map

seo-firecrawl-{slug}-{YYYYMMDD}/
├── URLS.md           (pattern-grouped URL list)
├── urls.csv          (every URL with discovery depth, if available)
└── FIRECRAWL.md

Mode = crawl

seo-firecrawl-{slug}-{YYYYMMDD}/
├── INDEX.md          (every page + status code + key signals)
├── pages/
│   ├── {slug-1}/RAW.md
│   ├── {slug-1}/META.md
│   ├── {slug-2}/RAW.md
│   └── ...
└── FIRECRAWL.md

Mode = search

seo-firecrawl-{slug}-{YYYYMMDD}/
├── MATCHES.md        (hit excerpts + URLs ranked by relevance)
└── FIRECRAWL.md

FIRECRAWL.md follows this shape:

# Firecrawl: {target}

> Run dated {YYYY-MM-DD} · Mode: {scrape | map | crawl | search} · Credits used: {n}

## Summary

{One-paragraph what-came-back. Example: "Scraped https://example.com/article. og:title and og:image present, JSON-LD Article schema with author + datePublished. 12 outbound links. Page is server-rendered (no JS-render divergence). Robots: index,follow."}

## Key findings

1. {Finding anchored in concrete data}
2. ...
5. ...

## Open loops

- {What this run did NOT answer}
- ...

## Recommended next step

{One of: `seo-page` (when a single URL was scraped and now wants performance analysis) | `seo-schema` (when JSON-LD audit needs follow-up generation) | `seo-technical-audit` (when crawl revealed broken pages) | `seo-content-audit` (when crawl produced a corpus to audit) | `seo-drift baseline` (when the user wants to track this URL over time) | "this completes the user's ask".}

## Handoff payload

- **Produced by:** seo-firecrawl
- **Target:** {url or domain}
- **Mode:** {scrape | map | crawl | search}
- **Credits used:** {n}
- **Key findings:** {5 bullets — e.g., "twitter:card present (summary_large_image)", "JSON-LD types: Article + Organization + BreadcrumbList", "robots: index,follow", "canonical self-referencing", "404s: 0 of 50 pages crawled"}
- **Open loops:** {what this didn't answer}
- **Recommended next skill:** {seo-page | seo-schema | seo-technical-audit | seo-content-audit | …} — {one-line why}

Tips

• Free tier 500 cr/month. map is 0.5 cr/URL; scrape is 1 cr each; crawl 1 cr/page. Surface cost up front; warn when a single run will eat >100 credits.
• Default onlyMainContent: true for scrape to drop nav/footer noise. Override only if the user explicitly asks for full-page DOM.
• Use waitFor (CSS selector or ms) for SPAs that lazy-load content. 2000ms is a sensible default; selectors are more reliable than time waits.
• firecrawl_map before firecrawl_crawl when crawl scope is unclear — discover first, decide what to crawl, then crawl. Saves credits.
• includePaths / excludePaths dramatically cut crawl cost. Always pass excludePaths: ["/admin/*", "/api/*", "/wp-admin/*", "/feed/*"] as a default.
• Don't request formats: ["screenshot"] unless the deliverable visibly uses it. It doubles per-page cost.
• Don't use firecrawl_extract or firecrawl_deep_research. Both overlap with our own LLM analysis; firecrawl_extract has opaque pricing on the free tier; both are explicitly out of scope for seo-skills.
• Cloudflare / anti-bot: some sites (especially e-commerce, banking) block Firecrawl's scraper. Surface the error cleanly; defeating WAFs is not a goal of this skill.
• Sub-step usage. When invoked from another skill (seo-page, seo-schema, etc.), drop the FIRECRAWL.md synthesis — the caller wants the raw META.md / RAW.md. Skip mode-2's URLS.md summary too if the caller wants the raw urls.csv.
• This is the entry point when you need raw HTML and don't have a more specific skill in mind. If you do — seo-page for keyword/traffic verdicts on one URL, seo-schema for JSON-LD work, seo-technical-audit for crawl-wide issues — use those instead. They orchestrate Firecrawl plus SE Ranking data automatically.

Works well with

• Predecessors: none (entry point) or invoked as a sub-step from another skill.
• Successors:
  • seo-page — when a single URL was scraped and now wants keyword/traffic verdicts.
  • seo-schema — when JSON-LD audit produced gaps that need generation.
  • seo-technical-audit — when a crawl revealed broken pages or noindex issues at scale.
  • seo-content-audit — when a crawl produced a corpus to E-E-A-T-audit.
  • seo-drift baseline — when the user wants to track this URL or domain over time.