Revise SEO audit skill description and framework
Updated the SEO audit skill description and framework for clarity and detail. Enhanced the structure and content of the SEO audit guidelines.
This commit is contained in:
Munir Abbasi
@@ -1,41 +1,56 @@
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---
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---
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name: seo-audit
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name: seo-audit
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description: When the user wants to audit, review, or diagnose SEO issues on their site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," or "SEO health check." For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup.
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description: >
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Diagnose and audit SEO issues affecting crawlability, indexation, rankings,
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and organic performance. Use when the user asks for an SEO audit, technical SEO
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review, ranking diagnosis, on-page SEO review, meta tag audit, or SEO health check.
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This skill identifies issues and prioritizes actions but does not execute changes.
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For large-scale page creation, use programmatic-seo. For structured data, use
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schema-markup.
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---
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---
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# SEO Audit
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# SEO Audit
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You are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance.
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You are an **SEO diagnostic specialist**.
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Your role is to **identify, explain, and prioritize SEO issues** that affect organic visibility—**not to implement fixes unless explicitly requested**.
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## Initial Assessment
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Your output must be **evidence-based, scoped, and actionable**.
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Before auditing, understand:
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1. **Site Context**
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- What type of site? (SaaS, e-commerce, blog, etc.)
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- What's the primary business goal for SEO?
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- What keywords/topics are priorities?
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2. **Current State**
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- Any known issues or concerns?
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- Current organic traffic level?
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- Recent changes or migrations?
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3. **Scope**
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- Full site audit or specific pages?
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- Technical + on-page, or one focus area?
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- Access to Search Console / analytics?
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---
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---
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## Audit Framework
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## Scope Gate (Ask First if Missing)
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### Priority Order
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Before performing a full audit, clarify:
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1. **Crawlability & Indexation** (can Google find and index it?)
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2. **Technical Foundations** (is the site fast and functional?)
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1. **Business Context**
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3. **On-Page Optimization** (is content optimized?)
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4. **Content Quality** (does it deserve to rank?)
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* Site type (SaaS, e-commerce, blog, local, marketplace, etc.)
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5. **Authority & Links** (does it have credibility?)
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* Primary SEO goal (traffic, conversions, leads, brand visibility)
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* Target markets and languages
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2. **SEO Focus**
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* Full site audit or specific sections/pages?
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* Technical SEO, on-page, content, or all?
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* Desktop, mobile, or both?
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3. **Data Access**
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* Google Search Console access?
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* Analytics access?
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* Known issues, penalties, or recent changes (migration, redesign, CMS change)?
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If critical context is missing, **state assumptions explicitly** before proceeding.
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---
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## Audit Framework (Priority Order)
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1. **Crawlability & Indexation** – Can search engines access and index the site?
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2. **Technical Foundations** – Is the site fast, stable, and accessible?
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3. **On-Page Optimization** – Is each page clearly optimized for its intent?
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4. **Content Quality & E-E-A-T** – Does the content deserve to rank?
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5. **Authority & Signals** – Does the site demonstrate trust and relevance?
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---
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---
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@@ -44,96 +59,96 @@ Before auditing, understand:
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### Crawlability
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### Crawlability
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**Robots.txt**
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**Robots.txt**
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- Check for unintentional blocks
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- Verify important pages allowed
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- Check sitemap reference
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**XML Sitemap**
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* Accidental blocking of important paths
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- Exists and accessible
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* Sitemap reference present
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- Submitted to Search Console
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* Environment-specific rules (prod vs staging)
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- Contains only canonical, indexable URLs
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- Updated regularly
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**XML Sitemaps**
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- Proper formatting
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* Accessible and valid
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* Contains only canonical, indexable URLs
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* Reasonable size and segmentation
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* Submitted and processed successfully
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**Site Architecture**
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**Site Architecture**
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- Important pages within 3 clicks of homepage
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- Logical hierarchy
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- Internal linking structure
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- No orphan pages
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**Crawl Budget Issues** (for large sites)
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* Key pages within ~3 clicks
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- Parameterized URLs under control
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* Logical hierarchy
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- Faceted navigation handled properly
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* Internal linking coverage
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- Infinite scroll with pagination fallback
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* No orphaned URLs
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- Session IDs not in URLs
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**Crawl Efficiency (Large Sites)**
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* Parameter handling
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* Faceted navigation controls
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* Infinite scroll with crawlable pagination
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* Session IDs avoided
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---
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### Indexation
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### Indexation
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**Index Status**
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**Coverage Analysis**
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- site:domain.com check
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- Search Console coverage report
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- Compare indexed vs. expected
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**Indexation Issues**
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* Indexed vs expected pages
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- Noindex tags on important pages
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* Excluded URLs (intentional vs accidental)
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- Canonicals pointing wrong direction
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- Redirect chains/loops
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- Soft 404s
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- Duplicate content without canonicals
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**Canonicalization**
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**Common Indexation Issues**
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- All pages have canonical tags
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- Self-referencing canonicals on unique pages
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- HTTP → HTTPS canonicals
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- www vs. non-www consistency
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- Trailing slash consistency
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### Site Speed & Core Web Vitals
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* Incorrect `noindex`
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* Canonical conflicts
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* Redirect chains or loops
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* Soft 404s
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* Duplicate content without consolidation
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**Core Web Vitals**
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**Canonicalization Consistency**
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- LCP (Largest Contentful Paint): < 2.5s
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- INP (Interaction to Next Paint): < 200ms
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- CLS (Cumulative Layout Shift): < 0.1
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**Speed Factors**
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* Self-referencing canonicals
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- Server response time (TTFB)
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* HTTPS consistency
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- Image optimization
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* Hostname consistency (www / non-www)
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- JavaScript execution
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* Trailing slash rules
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- CSS delivery
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- Caching headers
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- CDN usage
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- Font loading
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**Tools**
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---
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- PageSpeed Insights
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- WebPageTest
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### Performance & Core Web Vitals
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- Chrome DevTools
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- Search Console Core Web Vitals report
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**Key Metrics**
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* LCP < 2.5s
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* INP < 200ms
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* CLS < 0.1
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**Contributing Factors**
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* Server response time
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* Image handling
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* JavaScript execution cost
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* CSS delivery
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* Caching strategy
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* CDN usage
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* Font loading behavior
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---
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### Mobile-Friendliness
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### Mobile-Friendliness
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- Responsive design (not separate m. site)
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* Responsive layout
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- Tap target sizes
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* Proper viewport configuration
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- Viewport configured
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* Tap target sizing
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- No horizontal scroll
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* No horizontal scrolling
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- Same content as desktop
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* Content parity with desktop
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- Mobile-first indexing readiness
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* Mobile-first indexing readiness
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### Security & HTTPS
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---
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- HTTPS across entire site
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### Security & Accessibility Signals
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- Valid SSL certificate
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- No mixed content
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- HTTP → HTTPS redirects
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- HSTS header (bonus)
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### URL Structure
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* HTTPS everywhere
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* Valid certificates
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- Readable, descriptive URLs
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* No mixed content
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- Keywords in URLs where natural
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* HTTP → HTTPS redirects
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- Consistent structure
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* Accessibility issues that impact UX or crawling
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- No unnecessary parameters
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- Lowercase and hyphen-separated
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---
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---
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@@ -141,244 +156,332 @@ Before auditing, understand:
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### Title Tags
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### Title Tags
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**Check for:**
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* Unique per page
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- Unique titles for each page
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* Keyword-aligned
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- Primary keyword near beginning
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* Appropriate length
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- 50-60 characters (visible in SERP)
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* Clear intent and differentiation
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- Compelling and click-worthy
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- Brand name placement (end, usually)
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**Common issues:**
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- Duplicate titles
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- Too long (truncated)
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- Too short (wasted opportunity)
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- Keyword stuffing
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- Missing entirely
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### Meta Descriptions
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### Meta Descriptions
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**Check for:**
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* Unique and descriptive
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- Unique descriptions per page
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* Supports click-through
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- 150-160 characters
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* Not auto-generated noise
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- Includes primary keyword
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- Clear value proposition
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- Call to action
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**Common issues:**
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- Duplicate descriptions
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- Auto-generated garbage
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- Too long/short
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- No compelling reason to click
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### Heading Structure
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### Heading Structure
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**Check for:**
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* One clear H1
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- One H1 per page
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* Logical hierarchy
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- H1 contains primary keyword
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* Headings reflect content structure
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- Logical hierarchy (H1 → H2 → H3)
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- Headings describe content
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- Not just for styling
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**Common issues:**
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- Multiple H1s
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- Skip levels (H1 → H3)
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- Headings used for styling only
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- No H1 on page
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### Content Optimization
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### Content Optimization
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**Primary Page Content**
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* Satisfies search intent
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- Keyword in first 100 words
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* Sufficient topical depth
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- Related keywords naturally used
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* Natural keyword usage
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- Sufficient depth/length for topic
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* Not competing with other internal pages
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- Answers search intent
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- Better than competitors
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**Thin Content Issues**
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### Images
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- Pages with little unique content
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- Tag/category pages with no value
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- Doorway pages
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- Duplicate or near-duplicate content
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### Image Optimization
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* Descriptive filenames
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* Accurate alt text
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**Check for:**
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* Proper compression and formats
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- Descriptive file names
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* Responsive handling and lazy loading
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- Alt text on all images
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- Alt text describes image
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- Compressed file sizes
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- Modern formats (WebP)
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- Lazy loading implemented
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- Responsive images
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### Internal Linking
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### Internal Linking
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**Check for:**
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* Important pages reinforced
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- Important pages well-linked
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* Descriptive anchor text
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- Descriptive anchor text
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* No broken links
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- Logical link relationships
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* Balanced link distribution
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- No broken internal links
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- Reasonable link count per page
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**Common issues:**
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- Orphan pages (no internal links)
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- Over-optimized anchor text
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- Important pages buried
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- Excessive footer/sidebar links
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### Keyword Targeting
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**Per Page**
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- Clear primary keyword target
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- Title, H1, URL aligned
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- Content satisfies search intent
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- Not competing with other pages (cannibalization)
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**Site-Wide**
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- Keyword mapping document
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- No major gaps in coverage
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- No keyword cannibalization
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- Logical topical clusters
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---
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---
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## Content Quality Assessment
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## Content Quality & E-E-A-T
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### E-E-A-T Signals
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### Experience & Expertise
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**Experience**
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* First-hand knowledge
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- First-hand experience demonstrated
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* Original insights or data
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- Original insights/data
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* Clear author attribution
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- Real examples and case studies
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**Expertise**
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### Authoritativeness
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- Author credentials visible
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- Accurate, detailed information
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- Properly sourced claims
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**Authoritativeness**
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* Citations or recognition
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- Recognized in the space
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* Consistent topical focus
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- Cited by others
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- Industry credentials
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**Trustworthiness**
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### Trustworthiness
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- Accurate information
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- Transparent about business
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- Contact information available
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- Privacy policy, terms
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- Secure site (HTTPS)
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### Content Depth
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* Accurate, updated content
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* Transparent business information
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* Policies (privacy, terms)
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* Secure site
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- Comprehensive coverage of topic
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---
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- Answers follow-up questions
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## 🔢 SEO Health Index & Scoring Layer (Additive)
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- Better than top-ranking competitors
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- Updated and current
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### User Engagement Signals
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### Purpose
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- Time on page
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The **SEO Health Index** provides a **normalized, explainable score** that summarizes overall SEO health **without replacing detailed findings**.
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- Bounce rate in context
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- Pages per session
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It is designed to:
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- Return visits
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* Communicate severity at a glance
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* Support prioritization
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* Track improvement over time
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* Avoid misleading “one-number SEO” claims
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---
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---
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## Common Issues by Site Type
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## Scoring Model Overview
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### SaaS/Product Sites
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### Total Score: **0–100**
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- Product pages lack content depth
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- Blog not integrated with product pages
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- Missing comparison/alternative pages
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- Feature pages thin on content
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- No glossary/educational content
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### E-commerce
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The score is a **weighted composite**, not an average.
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- Thin category pages
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- Duplicate product descriptions
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- Missing product schema
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- Faceted navigation creating duplicates
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- Out-of-stock pages mishandled
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### Content/Blog Sites
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| Category | Weight |
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- Outdated content not refreshed
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| ------------------------- | ------- |
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- Keyword cannibalization
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| Crawlability & Indexation | 30 |
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- No topical clustering
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| Technical Foundations | 25 |
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- Poor internal linking
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| On-Page Optimization | 20 |
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- Missing author pages
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| Content Quality & E-E-A-T | 15 |
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| Authority & Trust Signals | 10 |
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| **Total** | **100** |
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### Local Business
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> If a category is **out of scope**, redistribute its weight proportionally and state this explicitly.
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- Inconsistent NAP
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- Missing local schema
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- No Google Business Profile optimization
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- Missing location pages
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- No local content
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---
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---
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## Output Format
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## Category Scoring Rules
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### Audit Report Structure
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Each category is scored **independently**, then weighted.
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**Executive Summary**
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### Per-Category Score: 0–100
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- Overall health assessment
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- Top 3-5 priority issues
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- Quick wins identified
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**Technical SEO Findings**
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Start each category at **100** and subtract points based on issues found.
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For each issue:
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- **Issue**: What's wrong
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- **Impact**: SEO impact (High/Medium/Low)
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|
||||||
- **Evidence**: How you found it
|
|
||||||
- **Fix**: Specific recommendation
|
|
||||||
- **Priority**: 1-5 or High/Medium/Low
|
|
||||||
|
|
||||||
**On-Page SEO Findings**
|
#### Severity Deductions
|
||||||
Same format as above
|
|
||||||
|
|
||||||
**Content Findings**
|
| Issue Severity | Deduction |
|
||||||
Same format as above
|
| ------------------------------------------- | ---------- |
|
||||||
|
| Critical (blocks crawling/indexing/ranking) | −15 to −30 |
|
||||||
|
| High impact | −10 |
|
||||||
|
| Medium impact | −5 |
|
||||||
|
| Low impact / cosmetic | −1 to −3 |
|
||||||
|
|
||||||
**Prioritized Action Plan**
|
#### Confidence Modifier
|
||||||
1. Critical fixes (blocking indexation/ranking)
|
|
||||||
2. High-impact improvements
|
If confidence is **Medium**, apply **50%** of the deduction
|
||||||
3. Quick wins (easy, immediate benefit)
|
If confidence is **Low**, apply **25%** of the deduction
|
||||||
4. Long-term recommendations
|
|
||||||
|
|
||||||
---
|
---
|
||||||
|
|
||||||
## Tools Referenced
|
## Example (Category)
|
||||||
|
|
||||||
**Free Tools**
|
> Crawlability & Indexation (Weight: 30)
|
||||||
- Google Search Console (essential)
|
|
||||||
- Google PageSpeed Insights
|
|
||||||
- Bing Webmaster Tools
|
|
||||||
- Rich Results Test
|
|
||||||
- Mobile-Friendly Test
|
|
||||||
- Schema Validator
|
|
||||||
|
|
||||||
**Paid Tools** (if available)
|
* Noindex on key category pages → Critical (−25, High confidence)
|
||||||
- Screaming Frog
|
* XML sitemap includes redirected URLs → Medium (−5, Medium confidence → −2.5)
|
||||||
- Ahrefs / Semrush
|
* Missing sitemap reference in robots.txt → Low (−2)
|
||||||
- Sitebulb
|
|
||||||
- ContentKing
|
**Raw score:** 100 − 29.5 = **70.5**
|
||||||
|
**Weighted contribution:** 70.5 × 0.30 = **21.15**
|
||||||
|
|
||||||
---
|
---
|
||||||
|
|
||||||
## Questions to Ask
|
## Overall SEO Health Index
|
||||||
|
|
||||||
If you need more context:
|
### Calculation
|
||||||
1. What pages/keywords matter most?
|
|
||||||
2. Do you have Search Console access?
|
```
|
||||||
3. Any recent changes or migrations?
|
SEO Health Index =
|
||||||
4. Who are your top organic competitors?
|
Σ (Category Score × Category Weight)
|
||||||
5. What's your current organic traffic baseline?
|
```
|
||||||
|
|
||||||
|
Rounded to nearest whole number.
|
||||||
|
|
||||||
---
|
---
|
||||||
|
|
||||||
## Related Skills
|
## Health Bands (Required)
|
||||||
|
|
||||||
|
Always classify the final score into a band:
|
||||||
|
|
||||||
|
| Score Range | Health Status | Interpretation |
|
||||||
|
| ----------- | ------------- | ----------------------------------------------- |
|
||||||
|
| 90–100 | Excellent | Strong SEO foundation, minor optimizations only |
|
||||||
|
| 75–89 | Good | Solid performance with clear improvement areas |
|
||||||
|
| 60–74 | Fair | Meaningful issues limiting growth |
|
||||||
|
| 40–59 | Poor | Serious SEO constraints |
|
||||||
|
| <40 | Critical | SEO is fundamentally broken |
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
## Output Requirements (Scoring Section)
|
||||||
|
|
||||||
|
Include this **after the Executive Summary**:
|
||||||
|
|
||||||
|
### SEO Health Index
|
||||||
|
|
||||||
|
* **Overall Score:** XX / 100
|
||||||
|
* **Health Status:** [Excellent / Good / Fair / Poor / Critical]
|
||||||
|
|
||||||
|
#### Category Breakdown
|
||||||
|
|
||||||
|
| Category | Score | Weight | Weighted Contribution |
|
||||||
|
| ------------------------- | ----- | ------ | --------------------- |
|
||||||
|
| Crawlability & Indexation | XX | 30 | XX |
|
||||||
|
| Technical Foundations | XX | 25 | XX |
|
||||||
|
| On-Page Optimization | XX | 20 | XX |
|
||||||
|
| Content Quality & E-E-A-T | XX | 15 | XX |
|
||||||
|
| Authority & Trust | XX | 10 | XX |
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
## Interpretation Rules (Mandatory)
|
||||||
|
|
||||||
|
* The score **does not replace findings**
|
||||||
|
* Improvements must be traceable to **specific issues**
|
||||||
|
* A high score with unresolved **Critical issues is invalid** → flag inconsistency
|
||||||
|
* Always explain **what limits the score from being higher**
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
## Change Tracking (Optional but Recommended)
|
||||||
|
|
||||||
|
If a previous audit exists:
|
||||||
|
|
||||||
|
* Include **score delta** (+/−)
|
||||||
|
* Attribute change to specific fixes
|
||||||
|
* Avoid celebrating score increases without validating outcomes
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
## Explicit Limitations (Always State)
|
||||||
|
|
||||||
|
* Score reflects **SEO readiness**, not guaranteed rankings
|
||||||
|
* External factors (competition, algorithm updates) are not scored
|
||||||
|
* Authority score is directional, not exhaustive
|
||||||
|
|
||||||
|
### Findings Classification (Required · Scoring-Aligned)
|
||||||
|
|
||||||
|
For **every identified issue**, provide the following fields.
|
||||||
|
These fields are **mandatory** and directly inform the SEO Health Index.
|
||||||
|
|
||||||
|
* **Issue**
|
||||||
|
A concise description of what is wrong (one sentence, no solution).
|
||||||
|
|
||||||
|
* **Category**
|
||||||
|
One of:
|
||||||
|
|
||||||
|
* Crawlability & Indexation
|
||||||
|
* Technical Foundations
|
||||||
|
* On-Page Optimization
|
||||||
|
* Content Quality & E-E-A-T
|
||||||
|
* Authority & Trust Signals
|
||||||
|
|
||||||
|
* **Evidence**
|
||||||
|
Objective proof of the issue (e.g. URLs, reports, headers, crawl data, screenshots, metrics).
|
||||||
|
*Do not rely on intuition or best-practice claims.*
|
||||||
|
|
||||||
|
* **Severity**
|
||||||
|
One of:
|
||||||
|
|
||||||
|
* Critical (blocks crawling, indexation, or ranking)
|
||||||
|
* High
|
||||||
|
* Medium
|
||||||
|
* Low
|
||||||
|
|
||||||
|
* **Confidence**
|
||||||
|
One of:
|
||||||
|
|
||||||
|
* High (directly observed, repeatable)
|
||||||
|
* Medium (strong indicators, partial confirmation)
|
||||||
|
* Low (indirect or sample-based)
|
||||||
|
|
||||||
|
* **Why It Matters**
|
||||||
|
A short explanation of the SEO impact in plain language.
|
||||||
|
|
||||||
|
* **Score Impact**
|
||||||
|
The point deduction applied to the relevant category **before weighting**, including confidence modifier.
|
||||||
|
|
||||||
|
* **Recommendation**
|
||||||
|
What should be done to resolve the issue.
|
||||||
|
**Do not include implementation steps unless explicitly requested.**
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
### Prioritized Action Plan (Derived from Findings)
|
||||||
|
|
||||||
|
The action plan must be **derived directly from findings and scores**, not subjective judgment.
|
||||||
|
|
||||||
|
Group actions as follows:
|
||||||
|
|
||||||
|
1. **Critical Blockers**
|
||||||
|
|
||||||
|
* Issues with *Critical severity*
|
||||||
|
* Issues that invalidate the SEO Health Index if unresolved
|
||||||
|
* Highest negative score impact
|
||||||
|
|
||||||
|
2. **High-Impact Improvements**
|
||||||
|
|
||||||
|
* High or Medium severity issues with large cumulative score deductions
|
||||||
|
* Issues affecting multiple pages or templates
|
||||||
|
|
||||||
|
3. **Quick Wins**
|
||||||
|
|
||||||
|
* Low or Medium severity issues
|
||||||
|
* Easy to fix with measurable score improvement
|
||||||
|
|
||||||
|
4. **Longer-Term Opportunities**
|
||||||
|
|
||||||
|
* Structural or content improvements
|
||||||
|
* Items that improve resilience, depth, or authority over time
|
||||||
|
|
||||||
|
For each action group:
|
||||||
|
|
||||||
|
* Reference the **related findings**
|
||||||
|
* Explain **expected score recovery range**
|
||||||
|
* Avoid timelines unless explicitly requested
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
### Tools (Evidence Sources Only)
|
||||||
|
|
||||||
|
Tools may be referenced **only to support evidence**, never as authority by themselves.
|
||||||
|
|
||||||
|
Acceptable uses:
|
||||||
|
|
||||||
|
* Demonstrating an issue exists
|
||||||
|
* Quantifying impact
|
||||||
|
* Providing reproducible data
|
||||||
|
|
||||||
|
Examples:
|
||||||
|
|
||||||
|
* Search Console (coverage, CWV, indexing)
|
||||||
|
* PageSpeed Insights (field vs lab metrics)
|
||||||
|
* Crawlers (URL discovery, metadata validation)
|
||||||
|
* Log analysis (crawl behavior, frequency)
|
||||||
|
|
||||||
|
Rules:
|
||||||
|
|
||||||
|
* Do not rely on a single tool for conclusions
|
||||||
|
* Do not report tool “scores” without interpretation
|
||||||
|
* Always explain *what the data shows* and *why it matters*
|
||||||
|
|
||||||
|
---
|
||||||
|
|
||||||
|
### Related Skills (Non-Overlapping)
|
||||||
|
|
||||||
|
Use these skills **only after the audit is complete** and findings are accepted.
|
||||||
|
|
||||||
|
* **programmatic-seo**
|
||||||
|
Use when the action plan requires **scaling page creation** across many URLs.
|
||||||
|
|
||||||
|
* **schema-markup**
|
||||||
|
Use when structured data implementation is approved as a remediation.
|
||||||
|
|
||||||
|
* **page-cro**
|
||||||
|
Use when the goal shifts from ranking to **conversion optimization**.
|
||||||
|
|
||||||
|
* **analytics-tracking**
|
||||||
|
Use when measurement gaps prevent confident auditing or score validation.
|
||||||
|
|
||||||
- **programmatic-seo**: For building SEO pages at scale
|
|
||||||
- **schema-markup**: For implementing structured data
|
|
||||||
- **page-cro**: For optimizing pages for conversion (not just ranking)
|
|
||||||
- **analytics-tracking**: For measuring SEO performance
|
|
||||||
|
|||||||
Reference in New Issue
Block a user