SEO reposition — escape the wrong category, rank in a winnable one

The core failure this fixes: a site's own phrasing collides with an unrelated established concept, so Google (and LLMs) file it under the wrong thing — "contacts" → contact lenses, "frequent flyer" → airline miles, "travel networking app" → meet-strangers apps. No amount of on-page polish fixes a mis-filed site; the vocabulary itself must move to winnable ground, and guard tests must keep it there.

Prereqs: search-console-insights connected (GSC data + serp_check.py with a Serper key). Inputs to confirm up front: target market, language, device — always pass explicit gl/hl to the SERP fetch, never rely on the helper's defaults (a US default is wrong for a DACH-market site and vice versa).

Phase 1 — Diagnose → SEO-FINDINGS.md