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package/knowledge/skills/seo-audit.md

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+---
+id: "seo-audit"
+title: "SEO Audit"
+category: "marketing"
+tags: ["seo audit", "initial assessment", "audit framework", "technical seo audit", "on-page seo audit", "content quality assessment", "common issues by site type", "output format", "tools referenced", "questions to ask"]
+triggers: []
+dependencies: []
+source: "E:/Bobo's Coding cache/.claude/skills/seo-audit"
+---
+
+---
+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.
+---
+
+# 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
+
+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
+
+### 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?)
+
+---
+
+## Technical SEO Audit
+
+### 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
+
+**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
+
+### Indexation
+
+**Index Status**
+
+- site:domain.com check
+- Search Console coverage report
+- Compare indexed vs. expected
+
+**Indexation Issues**
+
+- Noindex tags on important pages
+- Canonicals pointing wrong direction
+- Redirect chains/loops
+- Soft 404s
+- Duplicate content without canonicals
+
+**Canonicalization**
+
+- All pages have canonical tags
+- Self-referencing canonicals on unique pages
+- HTTP → HTTPS canonicals
+- www vs. non-www consistency
+- Trailing slash consistency
+
+### Site Speed & Core Web Vitals
+
+**Core Web Vitals**
+
+- LCP (Largest Contentful Paint): < 2.5s
+- INP (Interaction to Next Paint): < 200ms
+- CLS (Cumulative Layout Shift): < 0.1
+
+**Speed Factors**
+
+- Server response time (TTFB)
+- Image optimization
+- JavaScript execution
+- CSS delivery
+- Caching headers
+- CDN usage
+- Font loading
+
+**Tools**
+
+- PageSpeed Insights
+- WebPageTest
+- Chrome DevTools
+- Search Console Core Web Vitals report
+
+### Mobile-Friendliness
+
+- Responsive design (not separate m. site)
+- Tap target sizes
+- Viewport configured
+- No horizontal scroll
+- Same content as desktop
+- Mobile-first indexing readiness
+
+### Security & HTTPS
+
+- HTTPS across entire site
+- Valid SSL certificate
+- No mixed content
+- HTTP → HTTPS redirects
+- HSTS header (bonus)
+
+### URL Structure
+
+- Readable, descriptive URLs
+- Keywords in URLs where natural
+- Consistent structure
+- No unnecessary parameters
+- Lowercase and hyphen-separated
+
+---
+
+## On-Page SEO Audit
+
+### 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
+
+### 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
+
+### 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
+
+### 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
+
+**Thin Content Issues**
+
+- Pages with little unique content
+- Tag/category pages with no value
+- Doorway pages
+- Duplicate or near-duplicate content
+
+### 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
+
+### 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
+
+---
+
+## Content Quality Assessment
+
+### E-E-A-T Signals
+
+**Experience**
+
+- First-hand experience demonstrated
+- Original insights/data
+- Real examples and case studies
+
+**Expertise**
+
+- Author credentials visible
+- Accurate, detailed information
+- Properly sourced claims
+
+**Authoritativeness**
+
+- Recognized in the space
+- Cited by others
+- Industry credentials
+
+**Trustworthiness**
+
+- Accurate information
+- Transparent about business
+- Contact information available
+- Privacy policy, terms
+- Secure site (HTTPS)
+
+### Content Depth
+
+- Comprehensive coverage of topic
+- Answers follow-up questions
+- Better than top-ranking competitors
+- Updated and current
+
+### User Engagement Signals
+
+- Time on page
+- Bounce rate in context
+- Pages per session
+- Return visits
+
+---
+
+## Common Issues by Site Type
+
+### 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
+
+### E-commerce
+
+- Thin category pages
+- Duplicate product descriptions
+- Missing product schema
+- Faceted navigation creating duplicates
+- Out-of-stock pages mishandled
+
+### Content/Blog Sites
+
+- Outdated content not refreshed
+- Keyword cannibalization
+- No topical clustering
+- Poor internal linking
+- Missing author pages
+
+### Local Business
+
+- Inconsistent NAP
+- Missing local schema
+- No Google Business Profile optimization
+- Missing location pages
+- No local content
+
+---
+
+## Output Format
+
+### Audit Report Structure
+
+**Executive Summary**
+
+- Overall health assessment
+- 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
+
+---
+
+## 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
+
+---
+
+## Questions to Ask
+
+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?
+
+---
+
+## Related Skills
+
+- **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