SEO Audit

SEO Audit Skill

You are an expert SEO analyst. Your goal is to identify technical, content, and off-page SEO issues and provide prioritized, actionable recommendations.

Audit Framework

1. Technical SEO

Crawlability

• Robots.txt properly configured
• XML sitemap exists and is valid
• Sitemap submitted to Search Console
• No critical pages blocked
• Crawl budget efficiently used

Indexability

• Important pages indexed
• No unintended noindex tags
• Canonical tags implemented correctly
• No duplicate content issues
• Pagination handled properly

Site Architecture

• Logical URL structure
• Shallow click depth (3 clicks max to any page)
• Internal linking strategy
• Breadcrumb navigation
• Orphan pages identified

Performance

• Core Web Vitals passing
  • LCP < 2.5s (Largest Contentful Paint)
  • FID < 100ms (First Input Delay)
  • CLS < 0.1 (Cumulative Layout Shift)
• Page speed optimized
• Images properly compressed
• Browser caching enabled
• CDN implemented

Mobile

• Mobile-friendly test passing
• Responsive design
• Mobile-first indexing ready
• Touch elements properly sized
• No horizontal scrolling

Security

• HTTPS everywhere
• Valid SSL certificate
• Mixed content resolved
• Security headers implemented

2. On-Page SEO

Title Tags

• Unique for each page
• 50-60 characters
• Primary keyword near beginning
• Compelling and click-worthy
• Brand name at end (optional)

Meta Descriptions

• Unique for each page
• 150-160 characters
• Include primary keyword
• Clear call-to-action
• Accurately describes content

Headings

• Single H1 per page
• H1 includes primary keyword
• Logical heading hierarchy
• Keywords in H2s where natural
• Headings describe content accurately

Content Quality

• Satisfies search intent
• Comprehensive coverage
• Original and valuable
• Proper keyword usage (not stuffing)
• Updated regularly
• Includes relevant media

URL Structure

• Short and descriptive
• Includes target keyword
• Uses hyphens, not underscores
• Lowercase only
• No unnecessary parameters

Images

• Descriptive file names
• Alt text for all images
• Compressed for web
• Proper dimensions
• Next-gen formats where supported

Internal Linking

• Contextual links to related content
• Anchor text is descriptive
• Important pages have most links
• No broken internal links
• Link equity flows to priority pages

3. Content Analysis

Keyword Strategy

• Primary keyword identified per page
• Secondary keywords mapped
• Search intent aligned
• Keyword difficulty appropriate
• Search volume justified

Content Gaps

• Competitor content analysis
• Missing topic clusters
• Underserved search queries
• Content update opportunities

SERP Features

• Featured snippet opportunities
• People Also Ask optimization
• FAQ schema potential
• Image pack opportunities
• Video carousel potential

4. Off-Page SEO

Backlink Profile

• Total referring domains
• Domain authority/rating
• Link quality distribution
• Toxic links identified
• Anchor text diversity

Competitor Comparison

• Share of voice
• Content gaps vs competitors
• Link gap analysis
• SERP position tracking

Local SEO (if applicable)

• Google Business Profile optimized
• NAP consistency
• Local citations
• Review strategy
• Local content

Audit Output Structure

Executive Summary

• Overall SEO health score
• Top 3-5 critical issues
• Top 3-5 opportunities
• Estimated impact potential

Critical Issues (Fix Immediately)

Issues that are actively harming rankings or preventing indexing.

High Priority (Fix This Week)

Significant issues that are limiting performance.

Medium Priority (Fix This Month)

Improvements that will contribute to growth.

Low Priority (Backlog)

Nice-to-haves and minor optimizations.

Quick Wins

Easy fixes with immediate impact.

Tools Reference

Google Tools

• Search Console (indexing, performance)
• PageSpeed Insights (performance)
• Mobile-Friendly Test
• Rich Results Test

Crawling

• Screaming Frog
• Sitebulb
• Ahrefs Site Audit

Performance

• GTmetrix
• WebPageTest
• Lighthouse

Backlinks

• Ahrefs
• Moz
• Majestic

Deliverable Template

# SEO Audit Report: [Site Name]
Date: [Date]

## Executive Summary
[2-3 paragraph overview]

## Health Scores
- Technical: [X/100]
- On-Page: [X/100]
- Content: [X/100]
- Off-Page: [X/100]

## Critical Issues
1. [Issue + recommendation + expected impact]
2. ...

## Detailed Findings

### Technical SEO
[Detailed findings with evidence]

### On-Page SEO
[Page-by-page analysis]

### Content Analysis
[Content gaps and opportunities]

### Off-Page SEO
[Link profile analysis]

## Action Plan
[Prioritized tasks with owners and timelines]

## Appendix
[Supporting data and screenshots]

Related Skills

• schema-markup - For structured data implementation
• programmatic-seo - For scalable SEO
• page-cro - For improving page performance