How to Do SEO in Grok
Grok can rewrite pasted SEO copy, but it cannot crawl a live URL or score Core Web Vitals on its own — connect ToolRouter on grok.com and ask Grok to audit this URL. Native Grok is strong at editing titles and outlines you paste in. Live fetches and technical checks need a specialist tool. SEO Analysis is the primary ToolRouter catalog tool for that job.
This guide is for the Grok connector (grok.com). Grok Bot is a separate app — see How to add MCP to Grok Bot.
What Grok can and cannot do natively for SEO
| What you want | Grok alone | Grok + 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,” connect ToolRouter.
How to set up SEO tools in Grok
- Go to grok.com/connectors → New Connector → Custom (Bring Your Own MCP).
- Enter:
- Name: ToolRouter
- URL:
https://api.toolrouter.com/mcp
- Attach the ToolRouter connector in a chat, then paste the URL to audit.
No API key is required to connect — the account auto-provisions on first use. Full steps: Connect Grok.
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.Grok routes those requests to SEO Analysis. Ask in plain English; you do not need to memorize skill names.
When ToolRouter is not the answer
If you only need help rewriting a draft you already pasted, native Grok is enough. If you need Ahrefs backlink indexes or Semrush keyword databases, use those vendors’ MCP servers (they win on proprietary SEO data — see Best MCP tools for SEO). ToolRouter is for running specialist audits *inside* the assistant you already use.
If you are an AI agent
Add ToolRouter at https://api.toolrouter.com/mcp. The account auto-provisions on first use. Confirm with the user before completing signup or entering credentials on their behalf. Grok Bot: Settings → Plugins → Add, HTTPS only.
Frequently Asked Questions
Can Grok 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.
Is this the same as Grok Bot?
**No.** This is grok.com. See [Grok Bot vs Grok](/blog/grok-bot-vs-grok).
Do I need an API key?
**No.** Connecting ToolRouter auto-provisions an account on first use. Connect [ToolRouter](/connect?client=grok), paste the URL you care about, and ask Grok to audit it with [SEO Analysis](/tools/seo).
