Master Audit Report — Compilation Skill
Executive Summary
The master report is the culmination of all 21 audit phases — the client's definitive reference document for the next 6–12 months of SEO work. A well-structured master report delivers: clear business impact framing (not just technical findings), a prioritized action plan with effort estimates, measurable KPIs, and a roadmap stakeholders can act on. In 2025, the master report must explicitly address AI visibility (AI Overviews, ChatGPT, Perplexity) as a separate strategic dimension — clients increasingly ask "why aren't we showing up in AI answers?"
2025 master report requirements:
- Include SEO Health Index = (LOCAL-IMPACT × 0.55) + (SERP-TRUST × 0.45) as the headline metric
- AI Overviews section mandatory: AIO appears for 20–35% of local service queries
- All CWV data must use 2025 thresholds: INP < 200ms (replaced FID March 2024)
- Include GBP performance data: review velocity, Q&A status, photo count vs. 100+ benchmark
- ChatGPT/Perplexity visibility test results must appear in AI visibility section
Tools for This Phase
| Tool | Purpose | Cost | |------|---------|------| | python3 scripts/report_compiler.py | Compile all phase .md files → master-report.md | Free (local) | | python3 scripts/score_calculator.py --both | Compute LOCAL-IMPACT + SERP-TRUST + SEO Health Index | Free (local) | | python3 scripts/generate_pdf.py | Convert master HTML → PDF (Chrome or WeasyPrint) | Free (local) | | python3 scripts/audit_status.py | Verify all 21 phases complete before compiling | Free (local) | | Google Search Console | Page-level data for KPI baseline (current traffic) | Free | | Ahrefs / SEMrush | DR, traffic estimate, keyword count for executive summary | Paid |
Step 1: Read Project Context + Compile All Findings
# Compile all phase findings into structured master report data
python3 scripts/report_compiler.py --project {PROJECT_DIR} --output {AUDIT_DIR}/master-report.mdThen read all individual phase files to enrich the compiled report:
{AUDIT_DIR}/intake-data.md{AUDIT_DIR}/competitor-profiles.md{AUDIT_DIR}/local-impact-scores.md{AUDIT_DIR}/serp-trust-scores.md- All other
{AUDIT_DIR}/*.mdfiles
Master Report Structure
Section 1: Executive Summary (3-5 paragraphs)
- Business overview and market position
- Overall site health narrative (not just score — what it means for the business)
- Top 3 critical issues that are costing rankings/leads RIGHT NOW
- Top 3 opportunities with highest revenue potential
- Overall trajectory: what 6-12 months of action can achieve
Section 2: Overall Site Health Score
Overall Site Health: [X]/100 Grade: [A-F]
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Technical: [X]/100 Local SEO: [X]/100
On-Page: [X]/100 AI Visibility: [X]/100
Content: [X]/100 Authority: [X]/100
Speed/CWV: [X]/100 Reputation: [X]/100
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━Section 3: Proprietary Framework Scores
LOCAL-IMPACT Score: [X]/100 — Grade: [X]
(Load from {AUDIT_DIR}/local-impact-scores.md)
Dimension Breakdown:
L Listing Quality [XX/30] ████████░░ [X%]
O Online Reviews [XX/30] ███████░░░ [X%]
C Citation Consistency [XX/30] █████░░░░░ [X%]
A Authority Signals [XX/30] ████████░░ [X%]
L2 Local Content [XX/15] ██████░░░░ [X%]
I Integrated Visibility [XX/15] ███████░░░ [X%]
P Performance [XX/15] ████████░░ [X%]
T Tracking [XX/15] █████░░░░░ [X%]
Veto Checks: [status of all 6 vetoes]Or compute with: python3 scripts/score_calculator.py --local-impact {AUDIT_DIR}/local-impact-scores.md
SERP-TRUST Score: [X]/100 — Grade: [X]
(Load from {AUDIT_DIR}/serp-trust-scores.md)
Dimension Breakdown:
T Technical Foundation [XX/40] ████████░░ [X%]
R Ranking Signals [XX/40] ███████░░░ [X%]
U User Experience [XX/40] █████░░░░░ [X%]
S Search Authority [XX/40] ████████░░ [X%]
T2 Trust & AI Readiness [XX/40] ██████░░░░ [X%]
Veto Checks: [status of all 7 vetoes]Or compute with: python3 scripts/score_calculator.py --serp-trust {AUDIT_DIR}/serp-trust-scores.md
SEO Health Index: [X]/100 — Grade: [X]
SEO Health Index = (LOCAL-IMPACT [X] × 0.55) + (SERP-TRUST [X] × 0.45) = [X]/100
Status: Excellent | Good | Fair | Poor | CriticalOr compute with: python3 scripts/score_calculator.py --both --li-file {AUDIT_DIR}/local-impact-scores.md --st-file {AUDIT_DIR}/serp-trust-scores.md
Section 4: Critical Issues — Fix Immediately
All CRITICAL priority issues from all phases, consolidated:
| # | Issue | Phase | Impact | Est. Fix Time | |---|-------|-------|--------|--------------| | 1 | [issue] | [Phase X] | Revenue loss / Rankings loss | [X hours] | | 2 | [issue] | [Phase X] | [impact] | [X hours] | ...
Expand each critical issue with:
- Root cause
- Specific fix steps
- Expected improvement when fixed
- Effort required
Section 5: Priority Matrix (Impact × Effort Quadrant)
HIGH IMPACT, LOW EFFORT (Do First — Quick Wins):
• [issue/opportunity]
• [issue/opportunity]
• [issue/opportunity]
HIGH IMPACT, HIGH EFFORT (Strategic Priorities):
• [issue/opportunity]
• [issue/opportunity]
LOW IMPACT, LOW EFFORT (Fill When Available):
• [issue/opportunity]
LOW IMPACT, HIGH EFFORT (Deprioritize):
• [issue/opportunity]Section 6: Quick Wins — Implement Today/This Week
Maximum 15 quick wins, ordered by impact:
| # | Quick Win | Page/Section | Expected Impact | Time to Implement | |---|-----------|-------------|----------------|-----------------| | 1 | [specific action] | [URL or section] | [specific outcome] | < 1 hour | | 2 | [specific action] | [URL or section] | [specific outcome] | 1-2 hours | ...
Section 7: 30-Day Action Plan (Weekly Breakdown)
Week 1 — Critical Fixes:
- [ ] [Critical issue 1] — Owner: [team/contractor] — Expected: [X improvement]
- [ ] [Critical issue 2]
- [ ] [Quick wins batch]
Week 2 — Technical & On-Page:
- [ ] [Technical fix]
- [ ] [On-page optimization batch]
- [ ] [Content update]
Week 3 — Local & Content:
- [ ] [GBP optimization]
- [ ] [Citation submissions]
- [ ] [New content piece]
Week 4 — Authority & Measurement:
- [ ] [Link building outreach]
- [ ] [Analytics/tracking setup]
- [ ] [Review generation system launch]
Section 8: 90-Day Strategic Plan
Month 1: Foundation — Fix critical issues, establish tracking, launch content engine Month 2: Acceleration — Content at scale, link acquisition, local authority building Month 3: Optimization — Refine based on data, scale what's working, close keyword gaps
Section 9: 6-Month Roadmap
Quarterly milestone targets with specific KPIs:
- [KPI 1]: [current] → [target at month 3] → [target at month 6]
- [KPI 2]: [current] → [target] → [target]
- Rankings, traffic, leads, review count/rating, LOCAL-IMPACT score
Section 10: 12-Month Vision
Where can this business be in 12 months with consistent execution?
- Market position vs. current top competitors
- Estimated traffic increase (%)
- Estimated lead volume increase
- LOCAL-IMPACT score projection
- Topical authority level
Section 11: KPI Tracking Framework
| KPI | Current | Month 1 Target | Month 3 Target | Month 6 Target | Tracking Tool | |-----|---------|---------------|---------------|---------------|--------------| | Organic traffic | [X/mo] | | | | GA4 | | Local pack positions | [rank] | | | | GBP Insights | | Google review count | [X] | | | | GBP | | Google avg. rating | [X.X] | | | | GBP | | Phone call conversions | [X/mo] | | | | CallTracking | | Form submissions | [X/mo] | | | | GA4 | | LOCAL-IMPACT score | [X] | | | | Quarterly audit | | SERP-TRUST score | [X] | | | | Quarterly audit | | SEO Health Index | [X] | | | | Quarterly audit |