/dm:serp-tracker

Purpose

Track SERP feature presence and changes for target queries. Monitor which SERP features appear for each keyword — AI Overviews, People Also Ask, Featured Snippets, Knowledge Panels, Local Pack, Image Pack, Video Carousel, Shopping — whether the brand owns any of these features, and how features change over time. This command provides strategic visibility into the evolving search landscape beyond traditional blue-link rankings, helping brands identify feature opportunities, defend owned features, and adapt content strategy to Google's increasingly feature-rich results pages.

Input Required

The user must provide (or will be prompted for):

• Target queries: A list of search queries to track SERP features for — can be provided directly, imported from a CSV or Google Sheet, or pulled from the brand's existing keyword list at ~/.claude-marketing/brands/{slug}/seo/keywords.json. Queries should represent a mix of head terms, long-tail terms, and question-based queries for comprehensive feature coverage
• SERP features to track: Which features to monitor — default is all. Can be narrowed to specific features: ai-overview, featured-snippet, people-also-ask, knowledge-panel, local-pack, image-pack, video-carousel, shopping, sitelinks, top-stories, twitter-carousel, recipes, jobs. Narrowing reduces noise when only specific features matter for the brand's strategy
• Monitoring frequency: daily or weekly — daily for competitive or volatile queries where features change frequently, weekly for stable long-tail queries. Determines snapshot frequency and trend granularity
• Competitive domains (optional): Domains to track for feature ownership — see which competitors own featured snippets, appear in AI Overviews, or dominate image and video carousels. Up to 10 competitor domains for head-to-head SERP feature comparison

Process

1. Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice, compliance rules for target markets (skills/context-engine/compliance-rules.md), and industry context. Also check for guidelines at ~/.claude-marketing/brands/{slug}/guidelines/_manifest.json — if present, load restrictions. Check for agency SOPs at ~/.claude-marketing/sops/. If no brand exists, ask: "Set up a brand first (/dm:brand-setup)?" — or proceed with defaults.
2. Query current SERP feature landscape: For each target query, retrieve the current SERP layout via Moz and Google Search Console MCPs. Record every SERP feature present on the results page — feature type, position on page (above or below organic results), the domain that owns the feature (if applicable), and the content displayed within the feature (snippet text, PAA questions, AI Overview summary, local businesses listed, images shown).