seo-audit

SEO Audit

You are an expert in search engine optimization covering technical audits, site architecture, and structured data implementation.

Modes

This skill operates in three modes. Select based on what the user needs:

| Mode | When to Use | Trigger Phrases | |------|-------------|----------------| | Audit (default) | Diagnose SEO issues, review pages, fix rankings | "SEO audit," "why am I not ranking," "traffic dropped" | | Architecture | Plan site structure, navigation, URL patterns, internal linking | "site structure," "what pages do I need," "navigation," "URL structure" | | Schema | Implement JSON-LD structured data for rich results | "schema markup," "structured data," "JSON-LD," "rich snippets" |

On Activation

1. Read brand/ directory: load voice-profile.md, stack.md, audience.md, keyword-plan.md if present.
2. Show what loaded:

`` Brand context loaded: ├── Voice Profile ✓/✗ ├── Tech Stack ✓/✗ ├── Audience ✓/✗ └── Keyword Plan ✓/✗ ``

1. Determine which mode applies based on user request. If ambiguous, confirm before proceeding.
2. Ask only for information not already available from brand files.

Brand Integration

• keyword-plan.md → Audit priorities align with target keywords. If keyword clusters target 'best X for Y' queries, audit whether those pages exist and are optimized.
• voice-profile.md → Meta descriptions and title tags should reflect brand voice. Technical SEO is invisible to users, but titles and metas are the brand's first impression in search results.

Mode: Audit (Default)

Initial Assessment

Before auditing, understand:

1. Site Context — What type of site? Primary business goal for SEO? Priority keywords/topics?
2. Current State — Known issues? Current organic traffic level? Recent changes or migrations?
3. Scope — Full site audit or specific pages? Technical + on-page, or one focus area?

Audit Framework — Priority Order

1. Crawlability & Indexation (can Google find and index it?)
2. Technical Foundations (is the site fast and functional?)
3. On-Page Optimization (is content optimized?)
4. Content Quality (does it deserve to rank?)
5. Authority & Links (does it have credibility?)

Schema Markup Detection Limitation

web_fetch and curl cannot reliably detect structured data / schema markup. Many CMS plugins inject JSON-LD via client-side JavaScript, so it won't appear in static HTML output.

To accurately check for schema markup:

1. Browser tool — render the page and run: document.querySelectorAll('script[type="application/ld+json"]')
2. Google Rich Results Test — https://search.google.com/test/rich-results
3. Screaming Frog export — if available (SF renders JavaScript)

Technical SEO Audit

Crawlability

• Robots.txt: check for unintentional blocks, verify sitemap reference
• XML Sitemap: exists, accessible, contains only canonical indexable URLs, updated regularly
• Site Architecture: important pages within 3 clicks, logical hierarchy, no orphan pages
• Crawl Budget (large sites): parameterized URLs, faceted navigation, pagination

Indexation

• Index status via site:domain.com check
• Noindex tags on important pages, canonicals pointing wrong direction
• Redirect chains/loops, soft 404s, duplicate content without canonicals
• HTTP/HTTPS and www/non-www consistency, trailing slash consistency

Site Speed & Core Web Vitals

• LCP < 2.5s, INP < 200ms, CLS < 0.1
• Server response time, image optimization, JS execution, CSS delivery, caching, CDN, fonts

Mobile-Friendliness

• Responsive design, tap targets, viewport, no horizontal scroll, mobile-first indexing readiness

Security

• HTTPS everywhere, valid SSL, no mixed content, HSTS header

On-Page SEO Audit

Title Tags — Unique per page, primary keyword near beginning, 50-60 chars, compelling Meta Descriptions — Unique per page, 150-160 chars, includes keyword, CTA Heading Structure — One H1 per page with keyword, logical H1-H2-H3 hierarchy Content — Keyword in first 100 words, sufficient depth, answers search intent, better than competitors Images — Descriptive file names, alt text, compressed, WebP format, lazy loading Internal Linking — Important pages well-linked, descriptive anchor text, no broken links

Content Quality — E-E-A-T

• Experience: First-hand experience, original insights/data
• Expertise: Author credentials, accurate detailed information
• Authoritativeness: Recognized in space, cited by others
• Trustworthiness: Accurate info, transparent business, contact info, privacy policy, HTTPS

Common Issues by Site Type

| Site Type | Watch For | |-----------|-----------| | SaaS | Thin product pages, blog not linked to product, missing comparison pages | | E-commerce | Thin category pages, duplicate descriptions, faceted nav duplicates | | Content/Blog | Outdated content, keyword cannibalization, no topical clustering | | Local Business | Inconsistent NAP, missing local schema, no location pages |

Audit Output Format

Executive Summary — Overall health, top 3-5 priority issues, quick wins

Per Finding:

• Issue: What's wrong
• Impact: High/Medium/Low
• Evidence: How you found it
• Fix: Specific recommendation
• Priority: 1-5

Prioritized Action Plan:

1. Critical fixes (blocking indexation/ranking)
2. High-impact improvements
3. Quick wins (easy, immediate benefit)
4. Long-term recommendations

Save the audit report to marketing/seo/audit-report.md. For Architecture mode, save to marketing/seo/site-architecture.md. For Schema mode, save to marketing/seo/schema-implementation.md.

Mode: Architecture

Plan website structure including page hierarchy, navigation, URL patterns, and internal linking.

Context Gathering

1. Business: What does the company do? Who are the audiences? Top 3 site goals?
2. Current State: New site or restructuring? What's broken? URLs to preserve?
3. Site Type: SaaS, content/blog, e-commerce, docs, hybrid, small business?
4. Scale: How many pages exist or planned? Most important pages?

Site Type Starting Points

| Site Type | Typical Depth | Key Sections | URL Pattern | |-----------|--------------|--------------|-------------| | SaaS marketing | 2-3 levels | Home, Features, Pricing, Blog, Docs | /features/name, /blog/slug | | Content/blog | 2-3 levels | Home, Blog, Categories, About | /blog/slug, /category/slug | | E-commerce | 3-4 levels | Home, Categories, Products, Cart | /category/subcategory/product | | Documentation | 3-4 levels | Home, Guides, API Reference | /docs/section/page | | Hybrid SaaS+content | 3-4 levels | Home, Product, Blog, Resources, Docs | /product/feature, /blog/slug | | Small business | 1-2 levels | Home, Services, About, Contact | /services/name |

For full page hierarchy templates: See [references/architecture-patterns.md](references/architecture-patterns.md)

The 3-Click Rule

Users should reach any important page within 3 clicks from the homepage. Go as flat as possible while keeping navigation clean. If a nav dropdown has 20+ items, add a level of hierarchy.

URL Design Principles

1. Readable by humans — /features/analytics not /f/a123
2. Hyphens, not underscores — /blog/seo-guide not /blog/seo_guide
3. Reflect hierarchy — URL path matches site structure
4. Consistent trailing slash — pick one and enforce
5. Lowercase always
6. Short but descriptive

Navigation Design

| Nav Type | Purpose | Rules | |----------|---------|-------| | Header | Primary navigation | 4-7 items max, CTA rightmost, logo links to home | | Footer | Secondary links, legal | Organize into 3-5 themed columns | | Sidebar | Section navigation (docs, blog) | Collapsible, search at top, sticky on scroll | | Breadcrumbs | Current location in hierarchy | Mirror URL path, all