How to Do SEO in Claude
Claude can rewrite pasted SEO copy, but it cannot crawl a live URL or score Core Web Vitals on its own — connect ToolRouter and ask Claude to audit this URL. Native Claude is strong at editing titles, meta descriptions, and outlines you paste in. Live fetches, technical checks, and vitals need a specialist tool. SEO Analysis is the primary catalog tool for that job.
For a broader catalog of SEO-related capabilities, see the SEO Analysis tool (the old /blog/ai-tools-for-seo URL redirects there). This page is the exact how-to: do SEO *inside Claude*, step by step.
What Claude Can and Cannot Do Natively for SEO
| What you want | Claude alone | Claude + ToolRouter |
|---|---|---|
| Rewrite a title, meta description, or outline you paste | Yes | Yes |
| Suggest keyword angles from a brief | Yes | Yes |
| Crawl a URL and read the live page | No | Yes |
| Score Core Web Vitals / technical SEO signals | No | Yes |
| Audit headings, schema, images, and links on a page | Limited to pasted HTML | Yes |
| Compare two live URLs | No | Yes |
If your “SEO work” is copyediting text already in the chat, stay native. If the job starts with “audit this URL,” you need a connector.
How to Set Up SEO Tools in Claude
- In Claude, go to Customize → Connectors → + → Add custom connector.
- Enter:
- Name: ToolRouter
- URL:
https://api.toolrouter.com/mcp
- Start chatting normally.
Works in Claude chat, Claude Desktop, and Cowork. Claude Code is optional. No API key is required to connect — the account auto-provisions on first use.
Give your AI superpowers — connect once and access every tool.
Get started for free→The Prompt to Type
Audit this URL for SEO: https://example.com/pricing
Check meta tags, headings, Core Web Vitals, and the top issues I should fix first.Or narrower:
Crawl https://example.com and list pages with missing or duplicate title tags.Claude routes those requests to SEO Analysis skills such as page analysis, technical audit, and Core Web Vitals checks. Ask in plain English; you do not need to memorize skill names.
When We Are Not the Answer
If you only need help rewriting a draft you already pasted, native Claude is the right tool. If you need Search Console history, rank tracking over months, or a full agency SEO retainer, use those products — ToolRouter is for running specialist audits *inside* the assistant you already use.
Frequently Asked Questions
Can Claude do SEO natively?
**Partially.** It can rewrite and reason about content you provide. It cannot reliably crawl a live site or measure Core Web Vitals without a connected tool.
Do I need Claude Code?
**No.** Use **Customize → Connectors → Add custom connector** with `https://api.toolrouter.com/mcp`.
Do I need an API key?
**No.** Connecting ToolRouter auto-provisions an account on first use.
Is this the same as “AI tools for SEO”?
That older blog URL now points at the [SEO Analysis](/tools/seo) tool page. This article is the Claude-specific how-to for the job query “how to do SEO in Claude.” Connect [ToolRouter](/connect?client=claude), paste the URL you care about, and ask Claude to audit it with [SEO Analysis](/tools/seo).
