Merkava
Beacon: how the SEO engineer ships fixes as PRs
Most SEO tools tell you what is wrong. Beacon ships the fix. A walkthrough of how Merkava's SEO engineer audits a site, generates fix content, and opens a PR your team reviews and merges.
Beacon is the SEO Engineer specialist that GROWTH (Merkava's CMO) manages. It runs three jobs: the audit, the fix generation, and the PR.
The audit
Beacon hits a domain on a weekly schedule and checks 30+ surfaces:
- /llms.txt presence
- WebSite + Organization JSON-LD on the homepage
- FAQPage schema on /pricing
- BreadcrumbList on every key page
- Open Graph completeness (og:title, og:description, og:image)
- Twitter Card meta
- ai-content-policy meta tag
- Sitemap.xml freshness + correct priority/changefreq
- Canonical link tags
- Internal linking gaps
Each missing surface is a "gap." Each gap has a severity (high / medium / low) and a fix.
Fix generation
For each gap, Beacon generates the actual fix content:
- For schema gaps: a JSON-LD block ready to paste into <head>
- For missing meta: the meta tag pair
- For /llms.txt: a generated file based on the site's actual page structure
- For sitemap: a regenerated sitemap.xml
The fix content is real, not a description of what to do.
The PR
If your site is in a Git repo, Beacon opens a PR with the fix content. The PR title names the gap. The PR body explains why the fix matters. The diff is reviewable. You merge it or you don't.
If your site isn't in a repo (Squarespace, Webflow, WordPress), Beacon falls back to audit-only mode: same audit, same fix content, but produced as copy-pasteable cards in your cockpit. You paste them yourself.
The trust ladder
By default, Beacon's PRs are review-each. You see every change before it merges. As you build trust, you can opt to auto-merge low-impact fixes (schema, meta, sitemap) and keep review-each on high-impact (content changes, redirects, anything visible in the UI).
What this looks like in week one
After hire, Beacon runs the audit immediately and queues the first PR within 30-60 minutes. The first 5-10 PRs land in the first week, ranked by AI-search impact. The weekly recheck verifies fixes stay landed; if a deploy reverts something, Beacon reopens the PR.
Same audit runs on the public /try endpoint at withmerkava.com/try — no signup, sharable report URL.
Run Beacon on your domain
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