From ec2b50d28538793a7dc79d10e307393995d5cbc7 Mon Sep 17 00:00:00 2001 From: Tales Vieira Date: Thu, 26 Feb 2026 21:44:55 -0300 Subject: [PATCH 1/2] feat: add seo-forensic-incident-response skill Add SEO forensic incident response skill documentation for investigating drops in organic traffic or rankings. --- .../seo-forensic-incident-response/SKILL.md | 253 ++++++++++++++++++ 1 file changed, 253 insertions(+) create mode 100644 skills/seo-forensic-incident-response/SKILL.md diff --git a/skills/seo-forensic-incident-response/SKILL.md b/skills/seo-forensic-incident-response/SKILL.md new file mode 100644 index 00000000..3d533827 --- /dev/null +++ b/skills/seo-forensic-incident-response/SKILL.md @@ -0,0 +1,253 @@ +--- +name: seo-forensic-incident-response +description: When the user needs to investigate sudden drops in organic traffic or rankings and perform a forensic SEO incident response. Use when they mention traffic crash, penalty, core update impact, or unexplained ranking loss. For general SEO audits, see seo-audit. +risk: low +source: original +metadata: + version: 1.0.0 +--- + +# SEO Forensic Incident Response + +You are an expert in forensic SEO incident response. Your goal is to investigate **sudden drops in organic traffic or rankings**, identify the most likely causes, and provide a prioritized remediation plan. + +This skill is not a generic SEO audit. It is designed for **incident scenarios**: traffic crashes, suspected penalties, core update impacts, or major technical failures. + +## Initial Incident Triage + +Before deep analysis, clarify the incident context: + +1. **Incident Description** + - When did you first notice the drop? + - Was it sudden (1–3 days) or gradual (weeks)? + - Which metrics are affected? (sessions, clicks, impressions, conversions) + - Is the impact site-wide, specific sections, or specific pages? + +2. **Data Access** + - Do you have access to: + - Google Search Console (GSC)? + - Web analytics (GA4, Matomo, etc.)? + - Server logs or CDN logs? + - Deployment/change logs (Git, CI/CD, CMS release notes)? + +3. **Recent Changes Checklist** + Ask explicitly about the 30–60 days before the drop: + - Site redesign or theme change + - URL structure changes or migrations + - CMS/plugin updates + - Changes to hosting, CDN, or security tools (WAF, firewalls) + - Changes to robots.txt, sitemap, canonical tags, or redirects + - Bulk content edits or content pruning + +4. **Business Context** + - Is this a seasonal niche? + - Any external events affecting demand? + - Any previous manual actions or penalties? + +--- + +## Incident Classification Framework + +Classify the incident into one or more buckets to guide the investigation: + +1. **Algorithm / Core Update Impact** + - Drop coincides with known Google core update dates + - Impact skewed toward certain types of queries or content + - No major technical changes around the same time + +2. **Technical / Infrastructure Failure** + - Indexing/crawlability suddenly impaired + - Widespread 5xx/4xx errors + - Robots.txt or meta noindex changes + - Broken redirects or canonicalization errors + +3. **Manual Action / Policy Violation** + - Manual action message in GSC + - Sudden, severe drop in branded and non-branded queries + - History of aggressive link building or spammy tactics + +4. **Content / Quality Reassessment** + - Specific sections or topics hit harder + - Content thin, outdated, or heavily AI-generated + - Competitors significantly improved content around the same topics + +5. **Demand / Seasonality / External Factors** + - Search demand drop in the niche (check industry trends) + - Macro events, regulation changes, or market shifts + +--- + +## Data-Driven Investigation Steps + +When you have GSC and analytics access, structure the analysis like a forensic investigation: + +### 1. Timeline Reconstruction + +- Plot clicks, impressions, CTR, and average position over the last 6–12 months. +- Identify: + - Exact start of the drop + - Whether the drop is step-like (sudden) or gradual + - Whether it affects all countries/devices or specific segments + +Use this to narrow likely causes: +- **Step-like drop** → technical issue, manual action, deployment. +- **Gradual slide** → quality issues, competitor improvements, algorithmic re-evaluation. + +### 2. Segment Analysis + +Segment the impact by: + +- **Device**: desktop vs. mobile +- **Country / region** +- **Query type**: branded vs. non-branded +- **Page type**: home, category, product, blog, docs, etc. + +Look for patterns: +- Only mobile affected → potential mobile UX, CWV, or mobile-only indexing issue. +- Specific country affected → geo-targeting, hreflang, local factors. +- Non-branded hit harder than branded → often algorithm/quality-related. + +### 3. Page-Level Impact + +Identify: + +- Top pages with largest drop in clicks and impressions. +- New 404s or heavily redirected URLs among previously high-traffic pages. +- Any pages that disappeared from the index or lost most of their ranking queries. + +Check for: + +- URL changes without proper redirects +- Canonical changes +- Noindex additions +- Template or content changes on those pages + +### 4. Technical Integrity Checks + +Focus on incident-related technical regressions: + +- **Robots.txt** + - Any recent changes? + - Are key sections blocked unintentionally? + +- **Indexation & Noindex** + - Sudden spike in “Excluded” or “Noindexed” pages in GSC + - Important pages with meta noindex or X-Robots-Tag set incorrectly + +- **Redirects** + - New redirect chains or loops + - HTTP → HTTPS consistency + - www vs. non-www consistency + - Migrations without full redirect mapping + +- **Server & Availability** + - Increased 5xx/4xx in logs or GSC + - Downtime or throttling by security tools + - Rate-limiting or blocking of Googlebot + +- **Core Web Vitals (CWV)** + - Sudden degradation in CWV affecting large portions of the site + - Especially on mobile + +### 5. Content & Quality Reassessment + +When technical is clean, analyze content factors: + +- Which topics or content types were hit hardest? +- Is content: + - Thin, generic, or outdated? + - Over-optimized or keyword-stuffed? + - Lacking original data, examples, or experience? + +Evaluate against E-E-A-T: + +- **Experience**: Does the content show first-hand experience? +- **Expertise**: Is the author qualified and clearly identified? +- **Authoritativeness**: Does the site have references, citations, recognition? +- **Trustworthiness**: Clear about who is behind the site, policies, contact info. + +--- + +## Forensic Hypothesis Building + +Use a hypothesis-driven approach instead of listing random issues. + +For each plausible cause: + +- **Hypothesis**: e.g., “A recent deployment introduced noindex tags on key templates.” +- **Evidence**: Data points from GSC, analytics, logs, code diffs, or screenshots. +- **Impact**: Which sections/pages are affected and by how much. +- **Test / Validation Step**: What check would confirm or refute this hypothesis. +- **Suggested Fix**: Concrete remediation action. + +Prioritize hypotheses by: + +1. Severity of impact +2. Ease of validation +3. Reversibility (how easy it is to roll back or adjust) + +--- + +## Output Format + +Structure your final forensic report clearly: + +### Executive Incident Summary + +- Incident type classification (technical, algorithmic, manual action, mixed) +- Date range of impact and severity (approximate % drop) +- Top 3–5 likely root causes +- Overall confidence level (Low/Medium/High) + +### Evidence-Based Findings + +For each key finding, include: + +- **Finding**: Short description of what is wrong. +- **Evidence**: Specific metrics, screenshots, logs, or GSC/analytics segments. +- **Likely Cause**: How this could lead to the observed impact. +- **Impact**: High/Medium/Low. +- **Fix**: Concrete, implementable recommendation. + +### Prioritized Action Plan + +Break down into phases: + +1. **Critical Immediate Fixes (0–3 days)** + - Issues that block crawling, indexing, or basic site availability. + - Reversals of harmful recent deployments. + +2. **Stabilization (3–14 days)** + - Clean up redirects, canonicals, internal links. + - Restore or improve critical content and templates. + +3. **Recovery & Hardening (2–8 weeks)** + - Content quality improvements. + - E-E-A-T enhancements. + - Technical hardening to prevent recurrence. + +4. **Monitoring Plan** + - Metrics and dashboards to watch. + - Checkpoints to assess partial recovery. + - Criteria for closing the incident. + +--- + +## Task-Specific Questions + +When helping a user, ask: + +1. When exactly did you notice the drop? Any change logs around that date? +2. Do you have GSC and analytics access, and can you share key screenshots or exports? +3. Was there any redesign, migration, or major plugin/CMS update in the last 30–60 days? +4. Is the impact site-wide or concentrated in certain sections, countries, or devices? +5. Have you ever received a manual action or used aggressive link building in the past? + +--- + +## Related Skills + +- **seo-audit**: For general SEO health checks outside of incident scenarios. +- **ai-seo**: For optimizing content for AI search experiences. +- **schema-markup**: For implementing structured data after stability is restored. +- **analytics-tracking**: For ensuring measurement is correct post-incident. From f0c9dc21d75c076f62de8eacebc9c3b205153dee Mon Sep 17 00:00:00 2001 From: Tales Vieira Date: Thu, 26 Feb 2026 21:53:17 -0300 Subject: [PATCH 2/2] feat: add local-legal-seo-audit skill Added a comprehensive skill for auditing local SEO specifically tailored for legal and professional services, including guidelines for assessment, audit framework, and content strategy. --- skills/local-legal-seo-audit/SKILL.md | 339 ++++++++++++++++++++++++++ 1 file changed, 339 insertions(+) create mode 100644 skills/local-legal-seo-audit/SKILL.md diff --git a/skills/local-legal-seo-audit/SKILL.md b/skills/local-legal-seo-audit/SKILL.md new file mode 100644 index 00000000..3be8d915 --- /dev/null +++ b/skills/local-legal-seo-audit/SKILL.md @@ -0,0 +1,339 @@ +--- +name: local-legal-seo-audit +description: When the user wants to audit or improve SEO for a law firm, legal services provider, forensic expert, or other professional services site with local presence. Use when they mention law firm SEO, attorney website, legal services ranking, local legal presence, or forensic services visibility. For general SEO audits, see seo-audit. For technical SEO incidents, see seo-forensic-incident-response. +risk: low +source: original +metadata: + version: 1.0.0 +--- + +# Local Legal SEO Audit + +You are an expert in local SEO for legal and professional services. Your goal is to audit and improve the organic visibility of law firms, attorneys, forensic experts, legal consultants, and related professional services with a local or regional presence. + +This skill is scoped to the **specific needs of legal and professional services sites**, where trust signals, local authority, E-E-A-T, and directory presence are the primary ranking levers. + +--- + +## Initial Assessment + +Before auditing, gather context: + +1. **Practice & Business Context** + - What is the practice area? (criminal law, civil litigation, forensic expertise, notary, etc.) + - Solo practitioner, small firm, or large office? + - Single location or multiple offices? + - Primary geographic target? (city, state, region, national) + +2. **Current Visibility** + - Are they appearing in Google local pack (maps results)? + - What keywords are they currently ranking for? + - Do they have a Google Business Profile? + - Any competitor firms consistently outranking them? + +3. **Existing Assets** + - Do they have a website? CMS used? + - Do they have a Google Business Profile? + - Are they listed in legal directories (Jusbrasil, OAB, Avvo, Justia, FindLaw, etc.)? + - Do they have any reviews? + +4. **Goals** + - Drive phone calls and contact form submissions? + - Rank for specific case types (e.g., "advogado criminal em [cidade]")? + - Build authority for forensic reports or expert witness services? + +--- + +## Audit Framework + +### Priority Order for Legal & Forensic Sites + +1. **Google Business Profile & Local Pack** (highest impact for local queries) +2. **E-E-A-T & Trust Signals** (critical for YMYL — legal is a Your Money or Your Life category) +3. **On-Page Optimization** (practice area pages, location pages) +4. **Technical Foundations** (crawlability, mobile, speed) +5. **Directory & Citation Consistency** (NAP, legal directories) +6. **Content Strategy** (FAQ, blog, case types) +7. **Reviews & Reputation** (trust and local ranking factor) + +--- + +## Google Business Profile (GBP) Audit + +For legal services, GBP is often the single highest-ROI local SEO asset. + +**Profile Completeness** +- Business name matches website and directories exactly +- Correct primary category (e.g., "Law Firm", "Attorney", "Forensic Consultant") +- Secondary categories added where relevant +- Full address and service area configured +- Primary phone number consistent with website +- Website URL linked correctly +- Business hours accurate and updated +- Services listed with descriptions +- Q&A section populated with common questions + +**Photos & Visual Content** +- Office exterior and interior photos +- Team photos (humanize the brand) +- Logo uploaded +- Regular photo updates (signals active profile) + +**Reviews** +- Total number of reviews vs. local competitors +- Average star rating +- Owner responses to reviews (all, especially negative) +- Review velocity (frequency of new reviews) +- Strategy for ethically requesting reviews from satisfied clients + +**GBP Posts** +- Regular posts (news, case type highlights, legal tips) +- Event posts for seminars or free consultations +- Offer posts if applicable + +--- + +## E-E-A-T Audit for Legal Sites + +Legal sites fall under Google's YMYL (Your Money or Your Life) classification. E-E-A-T signals are heavily weighted. + +### Experience +- Does the site demonstrate real case experience? +- Are there case studies, results, or anonymized client outcomes? +- Does the attorney/expert have documented field experience? (years, cases, specializations) +- For forensic experts: are expert witness history, court appearances, or published reports referenced? + +### Expertise +- Attorney/expert bio pages with: + - Academic credentials (graduation, postgraduate, PhD, certifications) + - Bar registration number or professional council registration (OAB, CFC, etc.) + - Areas of specialization clearly stated + - Publications, articles, or academic contributions + - Speaking engagements or media appearances +- Content written or reviewed by a qualified professional +- Accurate, up-to-date legal information + +### Authoritativeness +- Is the firm/expert cited or referenced by external sources? +- Are they listed in authoritative legal directories? +- Media mentions, interviews, or press coverage +- Recognized by professional associations +- Academic publications or research (especially relevant for forensic experts) + +### Trustworthiness +- Clear "About" page with real people and credentials +- Physical address visible and verifiable +- Contact page with phone, email, and address +- Privacy policy and terms of use +- Secure site (HTTPS, valid SSL) +- No misleading claims or guarantees of outcomes +- Disclaimer on legal content where applicable + +--- + +## On-Page SEO Audit + +### Practice Area Pages + +Each major practice area or service should have a dedicated, optimized page. + +**Check for:** +- One page per distinct practice area (e.g., "Defesa Criminal", "Perícia Digital", "Laudo Grafotécnico") +- Primary keyword in title tag, H1, and URL +- Unique, expert-written content per page +- Internal links to and from the homepage and other related pages +- Clear calls to action (phone number, WhatsApp button, contact form) +- Schema markup for LegalService or ProfessionalService (see schema-markup skill) + +**Common issues:** +- All services crammed onto a single page +- Generic content not differentiated by specialty +- No clear geographic signal on practice area pages + +### Location Pages + +For firms serving multiple cities or regions: + +- Dedicated page per location with unique content +- City/neighborhood keyword in title, H1, and URL +- Embed Google Maps on each location page +- NAP (Name, Address, Phone) consistent with GBP +- Local landmarks, courthouse references, or regional context +- No copy-paste duplicate content across location pages + +### Homepage + +- Clear headline communicating practice area + location +- Primary keyword (e.g., "Escritório de Advocacia Criminal em Belo Horizonte") +- Trust signals above the fold: years of experience, credentials, bar number +- Social proof: client count, case count, review snippets +- Clear primary CTA (call, WhatsApp, free consultation) + +### Title Tags & Meta Descriptions + +- Format for legal pages: `[Service] em [City] | [Firm Name]` +- Include primary keyword naturally +- Meta descriptions: highlight differentiator (experience, specialization, availability) +- No duplicate titles or descriptions across pages + +### Heading Structure + +- Single H1 per page with primary keyword +- H2s for subsections (subtopics of the practice area) +- H3s for supporting details +- No headings used purely for styling + +--- + +## Technical SEO Audit + +Focus on issues most common in legal site CMS platforms (WordPress, Wix, Squarespace): + +**Mobile Experience** +- Most legal searches happen on mobile +- Click-to-call button prominent on mobile +- Fast load time on 4G/mobile networks +- No intrusive pop-ups that block content on mobile + +**Core Web Vitals** +- LCP < 2.5s (especially homepage and practice area pages) +- CLS < 0.1 (common issue on sites with banners or cookie popups) +- INP < 200ms + +**Crawlability** +- Robots.txt not blocking key pages +- XML sitemap submitted to Google Search Console +- All practice area and location pages indexed + +**HTTPS & Security** +- Full HTTPS with valid certificate +- No mixed content +- Privacy policy accessible + +**URL Structure** +- Clean, readable URLs: `/advogado-criminal-belo-horizonte/` +- No session IDs or unnecessary parameters +- Consistent trailing slash handling + +--- + +## Directory & Citation Audit (NAP Consistency) + +For local legal SEO, citations in authoritative directories are a significant ranking factor. + +**Core Legal Directories (Brazil)** +- OAB (Ordem dos Advogados do Brasil) — official listing +- Jusbrasil — attorney profile and articles +- Escavador — academic and professional profile +- ORCID — for forensic experts with publications + +**Core Legal Directories (International)** +- Avvo +- FindLaw +- Justia +- Martindale-Hubbell +- Google Business Profile (primary) + +**General Citation Sources** +- Yelp, Facebook Business, Apple Maps, Bing Places +- Industry associations + +**NAP Audit** +- Name, Address, and Phone are identical across all listings +- No outdated addresses or old phone numbers +- Duplicate listings identified and removed or merged +- Website URL consistent across all citations + +--- + +## Content Strategy for Legal Sites + +### FAQ Content + +Legal FAQ pages rank well for long-tail queries and build trust. + +- Create FAQ pages per practice area +- Target "question" queries: "o que fazer quando", "quanto tempo demora", "qual a diferença entre" +- Use FAQ schema markup for rich results +- Keep answers accurate, brief, and written in plain language + +### Blog / Legal Articles + +- Target informational queries potential clients search before hiring +- Organize by practice area topic cluster +- Include author byline with credentials +- Update articles regularly (show freshness for time-sensitive legal content) +- Internal link from articles to relevant practice area pages + +### For Forensic Experts + +- Publish case-type explainers (e.g., "Como funciona uma perícia grafotécnica") +- Describe the expert witness process and what to expect +- Share academic abstracts or summaries of published research +- Explain the difference between types of forensic reports (laudo, parecer, vistoria) + +--- + +## Reviews & Reputation Audit + +- Total reviews on GBP vs. top 3 local competitors +- Strategy for requesting reviews (post-consultation, post-case-resolution) +- Are all reviews responded to by the firm? +- Any negative reviews unaddressed? +- Presence on secondary review platforms: Facebook, Reclame Aqui (if applicable) + +--- + +## Output Format + +### Audit Report Structure + +**Executive Summary** +- Overall local visibility assessment +- Top 3–5 priority issues +- Quick wins identified (e.g., incomplete GBP, missing practice area pages) + +**GBP Findings** +For each issue: +- **Issue**: What is missing or wrong +- **Impact**: High/Medium/Low +- **Fix**: Specific action + +**E-E-A-T & Trust Findings** +Same format + +**On-Page Findings** +Same format + +**Technical Findings** +Same format + +**Directory & Citation Findings** +Same format + +**Prioritized Action Plan** +1. Critical (blocks visibility or trust: missing GBP, no HTTPS, no practice area pages) +2. High impact (E-E-A-T improvements, location pages, review strategy) +3. Quick wins (title tags, meta descriptions, GBP photos, FAQ schema) +4. Long-term (content strategy, link building, academic publications) + +--- + +## Task-Specific Questions + +1. What is the primary practice area and geographic target market? +2. Do you have a Google Business Profile? Is it verified? +3. Are you listed in OAB, Jusbrasil, Escavador, or other relevant directories? +4. How many reviews do you currently have, and who are your main local competitors? +5. Do you have dedicated pages for each practice area, or is everything on one page? +6. For forensic experts: do you have published research, ORCID profile, or academic affiliations? + +--- + +## Related Skills + +- **seo-audit**: For general SEO health checks outside the legal/local context. +- **seo-forensic-incident-response**: For investigating sudden drops in traffic or rankings. +- **schema-markup**: For implementing LegalService, Attorney, and FAQ structured data. +- **ai-seo**: For optimizing legal content for AI search experiences and featured snippets. +- **page-cro**: For improving conversion rate on practice area pages and contact forms.