From 706a84b8735efcf61a283fce85b9f0ead0957efc Mon Sep 17 00:00:00 2001 From: Munir Abbasi Date: Mon, 26 Jan 2026 10:31:50 +0500 Subject: [PATCH] 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. --- skills/seo-audit/SKILL.md | 671 ++++++++++++++++++++++---------------- 1 file changed, 387 insertions(+), 284 deletions(-) diff --git a/skills/seo-audit/SKILL.md b/skills/seo-audit/SKILL.md index dd3ed3c8..c17f5df1 100644 --- a/skills/seo-audit/SKILL.md +++ b/skills/seo-audit/SKILL.md @@ -1,41 +1,56 @@ --- name: seo-audit -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. +description: > + Diagnose and audit SEO issues affecting crawlability, indexation, rankings, + and organic performance. Use when the user asks for an SEO audit, technical SEO + review, ranking diagnosis, on-page SEO review, meta tag audit, or SEO health check. + This skill identifies issues and prioritizes actions but does not execute changes. + For large-scale page creation, use programmatic-seo. For structured data, use + schema-markup. --- # 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. +You are an **SEO diagnostic specialist**. +Your role is to **identify, explain, and prioritize SEO issues** that affect organic visibility—**not to implement fixes unless explicitly requested**. -## Initial Assessment - -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? +Your output must be **evidence-based, scoped, and actionable**. --- -## Audit Framework +## Scope Gate (Ask First if Missing) -### 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?) +Before performing a full audit, clarify: + +1. **Business Context** + + * Site type (SaaS, e-commerce, blog, local, marketplace, etc.) + * Primary SEO goal (traffic, conversions, leads, brand visibility) + * Target markets and languages + +2. **SEO Focus** + + * Full site audit or specific sections/pages? + * Technical SEO, on-page, content, or all? + * Desktop, mobile, or both? + +3. **Data Access** + + * Google Search Console access? + * Analytics access? + * Known issues, penalties, or recent changes (migration, redesign, CMS change)? + +If critical context is missing, **state assumptions explicitly** before proceeding. + +--- + +## Audit Framework (Priority Order) + +1. **Crawlability & Indexation** – Can search engines access and index the site? +2. **Technical Foundations** – Is the site fast, stable, and accessible? +3. **On-Page Optimization** – Is each page clearly optimized for its intent? +4. **Content Quality & E-E-A-T** – Does the content deserve to rank? +5. **Authority & Signals** – Does the site demonstrate trust and relevance? --- @@ -44,96 +59,96 @@ Before auditing, understand: ### Crawlability **Robots.txt** -- Check for unintentional blocks -- Verify important pages allowed -- Check sitemap reference -**XML Sitemap** -- Exists and accessible -- Submitted to Search Console -- Contains only canonical, indexable URLs -- Updated regularly -- Proper formatting +* Accidental blocking of important paths +* Sitemap reference present +* Environment-specific rules (prod vs staging) + +**XML Sitemaps** + +* Accessible and valid +* Contains only canonical, indexable URLs +* Reasonable size and segmentation +* Submitted and processed successfully **Site Architecture** -- Important pages within 3 clicks of homepage -- Logical hierarchy -- Internal linking structure -- No orphan pages -**Crawl Budget Issues** (for large sites) -- Parameterized URLs under control -- Faceted navigation handled properly -- Infinite scroll with pagination fallback -- Session IDs not in URLs +* Key pages within ~3 clicks +* Logical hierarchy +* Internal linking coverage +* No orphaned URLs + +**Crawl Efficiency (Large Sites)** + +* Parameter handling +* Faceted navigation controls +* Infinite scroll with crawlable pagination +* Session IDs avoided + +--- ### Indexation -**Index Status** -- site:domain.com check -- Search Console coverage report -- Compare indexed vs. expected +**Coverage Analysis** -**Indexation Issues** -- Noindex tags on important pages -- Canonicals pointing wrong direction -- Redirect chains/loops -- Soft 404s -- Duplicate content without canonicals +* Indexed vs expected pages +* Excluded URLs (intentional vs accidental) -**Canonicalization** -- All pages have canonical tags -- Self-referencing canonicals on unique pages -- HTTP → HTTPS canonicals -- www vs. non-www consistency -- Trailing slash consistency +**Common Indexation Issues** -### Site Speed & Core Web Vitals +* Incorrect `noindex` +* Canonical conflicts +* Redirect chains or loops +* Soft 404s +* Duplicate content without consolidation -**Core Web Vitals** -- LCP (Largest Contentful Paint): < 2.5s -- INP (Interaction to Next Paint): < 200ms -- CLS (Cumulative Layout Shift): < 0.1 +**Canonicalization Consistency** -**Speed Factors** -- Server response time (TTFB) -- Image optimization -- JavaScript execution -- CSS delivery -- Caching headers -- CDN usage -- Font loading +* Self-referencing canonicals +* HTTPS consistency +* Hostname consistency (www / non-www) +* Trailing slash rules -**Tools** -- PageSpeed Insights -- WebPageTest -- Chrome DevTools -- Search Console Core Web Vitals report +--- + +### Performance & Core Web Vitals + +**Key Metrics** + +* LCP < 2.5s +* INP < 200ms +* CLS < 0.1 + +**Contributing Factors** + +* Server response time +* Image handling +* JavaScript execution cost +* CSS delivery +* Caching strategy +* CDN usage +* Font loading behavior + +--- ### Mobile-Friendliness -- Responsive design (not separate m. site) -- Tap target sizes -- Viewport configured -- No horizontal scroll -- Same content as desktop -- Mobile-first indexing readiness +* Responsive layout +* Proper viewport configuration +* Tap target sizing +* No horizontal scrolling +* Content parity with desktop +* Mobile-first indexing readiness -### Security & HTTPS +--- -- HTTPS across entire site -- Valid SSL certificate -- No mixed content -- HTTP → HTTPS redirects -- HSTS header (bonus) +### Security & Accessibility Signals -### URL Structure - -- Readable, descriptive URLs -- Keywords in URLs where natural -- Consistent structure -- No unnecessary parameters -- Lowercase and hyphen-separated +* HTTPS everywhere +* Valid certificates +* No mixed content +* HTTP → HTTPS redirects +* Accessibility issues that impact UX or crawling --- @@ -141,244 +156,332 @@ Before auditing, understand: ### Title Tags -**Check for:** -- Unique titles for each page -- Primary keyword near beginning -- 50-60 characters (visible in SERP) -- Compelling and click-worthy -- Brand name placement (end, usually) - -**Common issues:** -- Duplicate titles -- Too long (truncated) -- Too short (wasted opportunity) -- Keyword stuffing -- Missing entirely +* Unique per page +* Keyword-aligned +* Appropriate length +* Clear intent and differentiation ### Meta Descriptions -**Check for:** -- Unique descriptions per page -- 150-160 characters -- Includes primary keyword -- Clear value proposition -- Call to action - -**Common issues:** -- Duplicate descriptions -- Auto-generated garbage -- Too long/short -- No compelling reason to click +* Unique and descriptive +* Supports click-through +* Not auto-generated noise ### Heading Structure -**Check for:** -- One H1 per page -- H1 contains primary keyword -- Logical hierarchy (H1 → H2 → H3) -- Headings describe content -- Not just for styling - -**Common issues:** -- Multiple H1s -- Skip levels (H1 → H3) -- Headings used for styling only -- No H1 on page +* One clear H1 +* Logical hierarchy +* Headings reflect content structure ### Content Optimization -**Primary Page Content** -- Keyword in first 100 words -- Related keywords naturally used -- Sufficient depth/length for topic -- Answers search intent -- Better than competitors +* Satisfies search intent +* Sufficient topical depth +* Natural keyword usage +* Not competing with other internal pages -**Thin Content Issues** -- Pages with little unique content -- Tag/category pages with no value -- Doorway pages -- Duplicate or near-duplicate content +### Images -### Image Optimization - -**Check for:** -- Descriptive file names -- Alt text on all images -- Alt text describes image -- Compressed file sizes -- Modern formats (WebP) -- Lazy loading implemented -- Responsive images +* Descriptive filenames +* Accurate alt text +* Proper compression and formats +* Responsive handling and lazy loading ### Internal Linking -**Check for:** -- Important pages well-linked -- Descriptive anchor text -- Logical link relationships -- No broken internal links -- Reasonable link count per page - -**Common issues:** -- Orphan pages (no internal links) -- Over-optimized anchor text -- Important pages buried -- Excessive footer/sidebar links - -### Keyword Targeting - -**Per Page** -- Clear primary keyword target -- Title, H1, URL aligned -- Content satisfies search intent -- Not competing with other pages (cannibalization) - -**Site-Wide** -- Keyword mapping document -- No major gaps in coverage -- No keyword cannibalization -- Logical topical clusters +* Important pages reinforced +* Descriptive anchor text +* No broken links +* Balanced link distribution --- -## Content Quality Assessment +## Content Quality & E-E-A-T -### E-E-A-T Signals +### Experience & Expertise -**Experience** -- First-hand experience demonstrated -- Original insights/data -- Real examples and case studies +* First-hand knowledge +* Original insights or data +* Clear author attribution -**Expertise** -- Author credentials visible -- Accurate, detailed information -- Properly sourced claims +### Authoritativeness -**Authoritativeness** -- Recognized in the space -- Cited by others -- Industry credentials +* Citations or recognition +* Consistent topical focus -**Trustworthiness** -- Accurate information -- Transparent about business -- Contact information available -- Privacy policy, terms -- Secure site (HTTPS) +### Trustworthiness -### Content Depth +* Accurate, updated content +* Transparent business information +* Policies (privacy, terms) +* Secure site -- Comprehensive coverage of topic -- Answers follow-up questions -- Better than top-ranking competitors -- Updated and current +--- +## 🔢 SEO Health Index & Scoring Layer (Additive) -### User Engagement Signals +### Purpose -- Time on page -- Bounce rate in context -- Pages per session -- Return visits +The **SEO Health Index** provides a **normalized, explainable score** that summarizes overall SEO health **without replacing detailed findings**. + +It is designed to: + +* Communicate severity at a glance +* Support prioritization +* Track improvement over time +* Avoid misleading “one-number SEO” claims --- -## Common Issues by Site Type +## Scoring Model Overview -### SaaS/Product Sites -- Product pages lack content depth -- Blog not integrated with product pages -- Missing comparison/alternative pages -- Feature pages thin on content -- No glossary/educational content +### Total Score: **0–100** -### E-commerce -- Thin category pages -- Duplicate product descriptions -- Missing product schema -- Faceted navigation creating duplicates -- Out-of-stock pages mishandled +The score is a **weighted composite**, not an average. -### Content/Blog Sites -- Outdated content not refreshed -- Keyword cannibalization -- No topical clustering -- Poor internal linking -- Missing author pages +| Category | Weight | +| ------------------------- | ------- | +| Crawlability & Indexation | 30 | +| Technical Foundations | 25 | +| On-Page Optimization | 20 | +| Content Quality & E-E-A-T | 15 | +| Authority & Trust Signals | 10 | +| **Total** | **100** | -### Local Business -- Inconsistent NAP -- Missing local schema -- No Google Business Profile optimization -- Missing location pages -- No local content +> If a category is **out of scope**, redistribute its weight proportionally and state this explicitly. --- -## Output Format +## Category Scoring Rules -### Audit Report Structure +Each category is scored **independently**, then weighted. -**Executive Summary** -- Overall health assessment -- Top 3-5 priority issues -- Quick wins identified +### Per-Category Score: 0–100 -**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 +Start each category at **100** and subtract points based on issues found. -**On-Page SEO Findings** -Same format as above +#### Severity Deductions -**Content Findings** -Same format as above +| Issue Severity | Deduction | +| ------------------------------------------- | ---------- | +| Critical (blocks crawling/indexing/ranking) | −15 to −30 | +| High impact | −10 | +| Medium impact | −5 | +| Low impact / cosmetic | −1 to −3 | -**Prioritized Action Plan** -1. Critical fixes (blocking indexation/ranking) -2. High-impact improvements -3. Quick wins (easy, immediate benefit) -4. Long-term recommendations +#### Confidence Modifier + +If confidence is **Medium**, apply **50%** of the deduction +If confidence is **Low**, apply **25%** of the deduction --- -## Tools Referenced +## Example (Category) -**Free Tools** -- Google Search Console (essential) -- Google PageSpeed Insights -- Bing Webmaster Tools -- Rich Results Test -- Mobile-Friendly Test -- Schema Validator +> Crawlability & Indexation (Weight: 30) -**Paid Tools** (if available) -- Screaming Frog -- Ahrefs / Semrush -- Sitebulb -- ContentKing +* Noindex on key category pages → Critical (−25, High confidence) +* XML sitemap includes redirected URLs → Medium (−5, Medium confidence → −2.5) +* Missing sitemap reference in robots.txt → Low (−2) + +**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: -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? +### Calculation + +``` +SEO Health Index = +Σ (Category Score × Category Weight) +``` + +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