📦 deps(thirdparty): update snapshots
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---
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name: seo-audit
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description: Diagnose and audit SEO issues affecting crawlability, indexation, rankings, and organic performance.
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risk: safe
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source: community
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date_added: '2026-02-27'
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---
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# SEO Audit
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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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Your output must be **evidence-based, scoped, and actionable**.
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---
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## Scope Gate (Ask First if Missing)
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Before performing a full audit, clarify:
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1. **Business Context**
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* Site type (SaaS, e-commerce, blog, local, marketplace, etc.)
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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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## Technical SEO Audit
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### Crawlability
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**Robots.txt**
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* Accidental blocking of important paths
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* Sitemap reference present
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* Environment-specific rules (prod vs staging)
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**XML Sitemaps**
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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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* Key pages within ~3 clicks
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* Logical hierarchy
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* Internal linking coverage
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* No orphaned 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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**Coverage Analysis**
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* Indexed vs expected pages
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* Excluded URLs (intentional vs accidental)
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**Common Indexation Issues**
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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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**Canonicalization Consistency**
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* Self-referencing canonicals
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* HTTPS consistency
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* Hostname consistency (www / non-www)
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* Trailing slash rules
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---
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### Performance & Core Web Vitals
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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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* Responsive layout
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* Proper viewport configuration
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* Tap target sizing
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* No horizontal scrolling
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* Content parity with desktop
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* Mobile-first indexing readiness
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---
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### Security & Accessibility Signals
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* HTTPS everywhere
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* Valid certificates
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* No mixed content
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* HTTP → HTTPS redirects
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* Accessibility issues that impact UX or crawling
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---
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## On-Page SEO Audit
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### Title Tags
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* Unique per page
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* Keyword-aligned
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* Appropriate length
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* Clear intent and differentiation
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### Meta Descriptions
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* Unique and descriptive
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* Supports click-through
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* Not auto-generated noise
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### Heading Structure
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* One clear H1
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* Logical hierarchy
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* Headings reflect content structure
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### Content Optimization
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* Satisfies search intent
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* Sufficient topical depth
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* Natural keyword usage
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* Not competing with other internal pages
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### Images
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* Descriptive filenames
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* Accurate alt text
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* Proper compression and formats
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* Responsive handling and lazy loading
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### Internal Linking
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* Important pages reinforced
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* Descriptive anchor text
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* No broken links
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* Balanced link distribution
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---
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## Content Quality & E-E-A-T
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### Experience & Expertise
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* First-hand knowledge
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* Original insights or data
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* Clear author attribution
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### Authoritativeness
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* Citations or recognition
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* Consistent topical focus
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### Trustworthiness
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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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---
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## 🔢 SEO Health Index & Scoring Layer (Additive)
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### Purpose
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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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It is designed to:
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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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## Scoring Model Overview
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### Total Score: **0–100**
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The score is a **weighted composite**, not an average.
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| Category | Weight |
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| ------------------------- | ------- |
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| Crawlability & Indexation | 30 |
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| Technical Foundations | 25 |
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| On-Page Optimization | 20 |
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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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> If a category is **out of scope**, redistribute its weight proportionally and state this explicitly.
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---
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## Category Scoring Rules
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Each category is scored **independently**, then weighted.
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### Per-Category Score: 0–100
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Start each category at **100** and subtract points based on issues found.
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#### Severity Deductions
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| Issue Severity | Deduction |
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| ------------------------------------------- | ---------- |
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| Critical (blocks crawling/indexing/ranking) | −15 to −30 |
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| High impact | −10 |
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| Medium impact | −5 |
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| Low impact / cosmetic | −1 to −3 |
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#### Confidence Modifier
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If confidence is **Medium**, apply **50%** of the deduction
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If confidence is **Low**, apply **25%** of the deduction
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---
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## Example (Category)
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> Crawlability & Indexation (Weight: 30)
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* Noindex on key category pages → Critical (−25, High confidence)
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* XML sitemap includes redirected URLs → Medium (−5, Medium confidence → −2.5)
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* Missing sitemap reference in robots.txt → Low (−2)
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**Raw score:** 100 − 29.5 = **70.5**
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**Weighted contribution:** 70.5 × 0.30 = **21.15**
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---
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## Overall SEO Health Index
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### Calculation
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```
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SEO Health Index =
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Σ (Category Score × Category Weight)
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```
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Rounded to nearest whole number.
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---
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## Health Bands (Required)
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Always classify the final score into a band:
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| Score Range | Health Status | Interpretation |
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| ----------- | ------------- | ----------------------------------------------- |
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| 90–100 | Excellent | Strong SEO foundation, minor optimizations only |
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| 75–89 | Good | Solid performance with clear improvement areas |
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| 60–74 | Fair | Meaningful issues limiting growth |
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| 40–59 | Poor | Serious SEO constraints |
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| <40 | Critical | SEO is fundamentally broken |
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---
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## Output Requirements (Scoring Section)
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Include this **after the Executive Summary**:
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### SEO Health Index
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* **Overall Score:** XX / 100
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* **Health Status:** [Excellent / Good / Fair / Poor / Critical]
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#### Category Breakdown
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| Category | Score | Weight | Weighted Contribution |
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| ------------------------- | ----- | ------ | --------------------- |
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| Crawlability & Indexation | XX | 30 | XX |
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| Technical Foundations | XX | 25 | XX |
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| On-Page Optimization | XX | 20 | XX |
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| Content Quality & E-E-A-T | XX | 15 | XX |
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| Authority & Trust | XX | 10 | XX |
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---
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## Interpretation Rules (Mandatory)
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* The score **does not replace findings**
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* Improvements must be traceable to **specific issues**
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* A high score with unresolved **Critical issues is invalid** → flag inconsistency
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* Always explain **what limits the score from being higher**
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---
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## Change Tracking (Optional but Recommended)
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If a previous audit exists:
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* Include **score delta** (+/−)
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* Attribute change to specific fixes
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* Avoid celebrating score increases without validating outcomes
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---
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## Explicit Limitations (Always State)
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* Score reflects **SEO readiness**, not guaranteed rankings
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* External factors (competition, algorithm updates) are not scored
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* Authority score is directional, not exhaustive
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### Findings Classification (Required · Scoring-Aligned)
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For **every identified issue**, provide the following fields.
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These fields are **mandatory** and directly inform the SEO Health Index.
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* **Issue**
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A concise description of what is wrong (one sentence, no solution).
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* **Category**
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One of:
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* Crawlability & Indexation
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* Technical Foundations
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* On-Page Optimization
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* Content Quality & E-E-A-T
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* Authority & Trust Signals
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* **Evidence**
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Objective proof of the issue (e.g. URLs, reports, headers, crawl data, screenshots, metrics).
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*Do not rely on intuition or best-practice claims.*
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* **Severity**
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One of:
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* Critical (blocks crawling, indexation, or ranking)
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* High
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* Medium
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* Low
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* **Confidence**
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One of:
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* High (directly observed, repeatable)
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* Medium (strong indicators, partial confirmation)
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* Low (indirect or sample-based)
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* **Why It Matters**
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A short explanation of the SEO impact in plain language.
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* **Score Impact**
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The point deduction applied to the relevant category **before weighting**, including confidence modifier.
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* **Recommendation**
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What should be done to resolve the issue.
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**Do not include implementation steps unless explicitly requested.**
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---
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### Prioritized Action Plan (Derived from Findings)
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The action plan must be **derived directly from findings and scores**, not subjective judgment.
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Group actions as follows:
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1. **Critical Blockers**
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* Issues with *Critical severity*
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* Issues that invalidate the SEO Health Index if unresolved
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* Highest negative score impact
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2. **High-Impact Improvements**
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* High or Medium severity issues with large cumulative score deductions
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* Issues affecting multiple pages or templates
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3. **Quick Wins**
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* Low or Medium severity issues
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* Easy to fix with measurable score improvement
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4. **Longer-Term Opportunities**
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* Structural or content improvements
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* Items that improve resilience, depth, or authority over time
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For each action group:
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* Reference the **related findings**
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* Explain **expected score recovery range**
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* Avoid timelines unless explicitly requested
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---
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### Tools (Evidence Sources Only)
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Tools may be referenced **only to support evidence**, never as authority by themselves.
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Acceptable uses:
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* Demonstrating an issue exists
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* Quantifying impact
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* Providing reproducible data
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Examples:
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* Search Console (coverage, CWV, indexing)
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* PageSpeed Insights (field vs lab metrics)
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* Crawlers (URL discovery, metadata validation)
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* Log analysis (crawl behavior, frequency)
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Rules:
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* Do not rely on a single tool for conclusions
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* Do not report tool “scores” without interpretation
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* Always explain *what the data shows* and *why it matters*
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---
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### Related Skills (Non-Overlapping)
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Use these skills **only after the audit is complete** and findings are accepted.
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* **programmatic-seo**
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Use when the action plan requires **scaling page creation** across many URLs.
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* **schema-markup**
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Use when structured data implementation is approved as a remediation.
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* **page-cro**
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Use when the goal shifts from ranking to **conversion optimization**.
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* **analytics-tracking**
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Use when measurement gaps prevent confident auditing or score validation.
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## When to Use
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This skill is applicable to execute the workflow or actions described in the overview.
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## Limitations
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- Use this skill only when the task clearly matches the scope described above.
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- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.
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- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are missing.
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