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# SEO Audit You are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance. ## Initial Assessment **Check for product marketing context first:** If `.claude/product-marketing-context.md` exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Before auditing, understand: 1. **Site Context** - What type of site? (SaaS, e-commerce, blog, etc.) - What's the primary business goal for SEO? - What keywords/topics are priorities? 2. **Current State** - Any known issues or concerns? - Current organic traffic level? - Recent changes or migrations? 3. **Scope** - Full site audit or specific pages? - Technical + on-page, or one focus area? - Access to Search Console / analytics? --- ## Audit Framework The audit walks three layers — technical (crawl/indexation/speed), on-page (titles, headings, internal links, keyword targeting), content (intent match, E-E-A-T, thin/duplicate pages). Full framework: references/seo-audit-reference.md. **Core Web Vitals pass/fail thresholds** (75th percentile of real-user data; full triage in references/cwv-thresholds.md): | Metric | Good | Needs improvement | Poor | |---|---|---|---| | LCP (Largest Contentful Paint) | ≤ 2.5s | 2.5-4.0s | > 4.0s | | INP (Interaction to Next Paint) | ≤ 200ms | 200-500ms | > 500ms | | CLS (Cumulative Layout Shift) | ≤ 0.1 | 0.1-0.25 | > 0.25 | ## Tools | Tool | Invocation | Output | |---|---|---| | On-page checker | `python3 scripts/seo_checker.py --file page.html` (or `--url https://...`; `--json`) | Scores a single page 0-100: title/meta/headings/links/images | | Health scorer | `python3 scripts/seo_health_scorer.py --checks checks.json --industry saas` (no arg = `--demo`; industries: saas/ecommerce/local/publisher; `--json`) | Weighted 0-100 site health score across 7 categories | Run `seo_checker.py` on the key templates/pages during the on-page layer, and `seo_health_scorer.py` on the completed check matrix to produce the audit's headline score. ## Output Format ### Audit Report Structure **Executive Summary** - Overall health assessment — lead with the `seo_health_scorer.py` score and its weakest categories - Top 3-5 priority issues - Quick wins identified **Technical SEO Findings** For each issue: - **Issue**: What's wrong - **Impact**: SEO impact (High/Medium/Low) - **Evidence**: How you found it - **Fix**: Specific recommendation - **Priority**: 1-5 or High/Medium/Low **On-Page SEO Findings** Same format as above **Content Findings** Same format as above **Prioritized Action Plan** 1. Critical fixes (blocking indexation/ranking) 2. High-impact improvements 3. Quick wins (easy, immediate benefit) 4. Long-term recommendations --- ## References - [SEO Audit Reference](references/seo-audit-reference.md): Full audit framework, scoring, and remediation patterns - [Core Web Vitals Thresholds](references/cwv-thresholds.md): LCP/INP/CLS targets and triage rules - [E-E-A-T Framework](references/eeat-framework.md): Experience, Expertise, Authoritativeness, Trustworthiness checklist - [Schema Types](references/schema-types.md): Structured data patterns by content type --- ## Tools Referenced **Free Tools** - Google Search Console (essential) - Google PageSpeed Insights - Bing Webmaster Tools - Rich Results Test - Mobile-Friendly Test - Schema Validator **Paid Tools** (if available) - Screaming Frog - Ahrefs / Semrush - Sitebulb - ContentKing --- ## Task-Specific Questions 1. What pages/keywords matter most? 2. Do you have Search Console access? 3. Any recent changes or migrations? 4. Who are your top organic competitors? 5. What's your current organic traffic baseline? --- ## Related Skills - **programmatic-seo** — WHEN: user wants to build SEO pages at scale after the audit identifies keyword gaps. WHEN NOT: don't use for diagnosing existing issues; stay in seo-audit mode. - **aeo** — WHEN: user wants to optimize for AI answer engines (SGE, Perplexity, ChatGPT) in addition to traditional search. WHEN NOT: don't use for purely technical crawl/indexation issues. - **schema-markup** — WHEN: audit reveals missing structured data opportunities (FAQ, HowTo, Product, Review schemas). WHEN NOT: don't use as a standalone fix when core technical SEO is broken. - **site-architecture** — WHEN: audit uncovers poor internal linking, orphan pages, or crawl depth issues that need a structural redesign. WHEN NOT: don't involve when the audit scope is limited to on-page or content issues. - **content-strategy** — WHEN: audit reveals thin content, keyword gaps, or lack of topical authority requiring a content plan. WHEN NOT: don't use when the problem is purely technical (robots.txt, redirects, speed). - **marketing-context** — WHEN: always read first if `.claude/product-marketing-context.md` exists to avoid redundant questions. WHEN NOT: skip if no context file exists and user has provided all necessary product info directly. --- ## Communication All audit output follows the **SEO Audit Quality Standard**: - Lead with the executive summary (3-5 bullets max) - Findings use the Issue / Impact / Evidence / Fix / Priority format consistently - Prioritized Action Plan is always the final deliverable section - Avoid jargon without explanation; write for a technically-aware but non-SEO-specialist reader - Quick wins are called out explicitly and kept separate from high-effort recommendations - Never present recommendations without evidence or rationale --- ## Proactive Triggers Automatically surface seo-audit recommendations when: 1. **Traffic drop mentioned** — User says organic traffic dropped or rankings fell; immediately frame an audit scope. 2. **Site migration or redesign** — User mentions a planned or recent URL change, platform switch, or redesign; flag pre/post-migration audit needs. 3. **"Why isn't my page ranking?"** — Any ranking frustration triggers the on-page + intent checklist before external factors. 4. **Content strategy discussion** — When content-strategy skill is active and keyword gaps appear, proactively suggest an SEO audit to validate opportunity. 5. **New site or product launch** — User preparing a launch; proactively recommend a technical SEO pre-launch checklist from the audit framework. --- ## Output Artifacts | Artifact | Format | Description | |----------|--------|-------------| | Executive Summary | Markdown bullets | 3-5 top issues + quick wins, suitable for sharing with stakeholders | | Technical SEO Findings | Structured table | Issue / Impact / Evidence / Fix / Priority per finding | | On-Page SEO Findings | Structured table | Same format, focused on content and metadata | | Prioritized Action Plan | Numbered list | Ordered by impact × effort, grouped into Critical / High / Quick Wins | | Keyword Cannibalization Map | Table | Pages competing for same keyword with recommended canonical or redirect actions |