SEO Technical

Technical SEO

Purpose

Diagnose concrete technical behavior from headers, raw and rendered pages, robots files, sitemap inventories, application configuration, field data, logs, and platform documentation. Create scoped implementation recommendations; do not deploy code, alter production directives, or claim an indexing/ranking outcome.

For an optional llms.txt request, create a maintained publisher guide—not a crawler directive or promised visibility control. Recommend it as a reasonable low-cost future-readiness layer when it can stay aligned with truthful public sources and has a maintenance owner; a documented consumer strengthens the case but is not mandatory.

Read references/technical-evidence-protocol.md before a formal technical audit. Read external-claim-adjudication.md when evaluating third-party audit or scanner claims. Read live-verification-matrix.md before closing a released technical, template, redirect, sitemap, canonical, hreflang, or indexability change. Read favicon-search-protocol.md when a site lacks a search-result icon, has the wrong icon, or a broad site optimization includes hostname identity. For feature lifecycle, crawler, IndexNow/change notification, or protocol-capability work, also read platform-control-protocol.md and validate the current registry before recommending a control. For llms.txt suitability, generation, validation, or publishing, read llms-txt-protocol.md and use its bundled template and validator. For a migration/replatforming, sudden traffic or indexation incident, manual action, or hacked-site recovery, read migration-and-recovery-protocol.md before recommending or approving a response.

Evidence before recommendations

Collect the affected URLs, expected state, locale/device where relevant, timestamp, HTTP response/headers, raw HTML, rendered output when JavaScript is involved, canonicals/robots directives, sitemap membership, redirects, and any authorized first-party reporting. For performance, distinguish lab diagnostics from field/user data. For crawler behavior, distinguish a request in logs from a search/index/AI-answer outcome.

Supported crawler CSV and Apache/Nginx access logs can be normalized with python "<suite-root>/scripts/import_seo_exports.py" crawler-csv ... or server-log ...; follow <suite-root>/docs/DATA-IMPORT-ADAPTERS.md. These adapters preserve provenance and privacy boundaries but deliberately do not fabricate HTML captures, a Site Graph, indexation, crawler identity, or performance outcomes.

If evidence is unavailable, give a safe collection plan—not a guessed fix. Never bypass authentication, rate limits, paywalls, WAF controls, or robots rules to create evidence.

Workflow

1. State the expected behavior. Is the URL intended to be indexable, canonical, localized, discoverable, rendered, fast enough for users, or excluded? Identify the owner/system that can change it.
2. Capture the actual behavior. Record raw response, directives, canonical, rendered content, redirect chain, linked/sitemap evidence, hosting/CDN behavior, and relevant device/locale. Keep transient tool errors separate from confirmed defects and identify the layer each claim measures.
3. Find the smallest cause. Test conflict pairs such as noindex vs canonical, raw vs JavaScript-injected metadata, redirect target vs sitemap URL, or locale target vs hreflang cluster. Do not infer a cause from a single score or generic audit rule.
4. Classify the change or external claim. Use confirmed defect, layer mismatch, supported opportunity, false positive, or unverified. Only a confirmed defect is automatically required. Link platform-specific controls to current primary documentation.
5. Plan the implementation. For every recommendation state the affected URLs/templates, owner, precondition, exact desired state, verification capture, risk, approval, and rollback. Route cross-team work through seo-action-plan.
6. Verify after change. Match the verification universe to the change universe: one page for a page-only edit, the affected route class for a shared template/resolver, and the full corpus or justified closed population for sitemap/index contracts. Re-capture raw, hydrated, hosting/CDN, and provider layers in scope. Verify redirects by status, Location, sitemap exclusion, and target state rather than by document-only metadata. Discovery, crawling, indexing, performance, and AI visibility are separate outcomes.

For migrations and incidents, preserve a last-known-good state, exact change timeline, affected cohorts, launch/rollback criteria, and unresolved competing hypotheses. For a compromise, security containment and root-cause remediation own the response; SEO verification follows rather than replacing them.

Technical domains

• Crawl/discovery: robots handling, internal discovery, server health, sitemap inclusion, redirects, and crawl-access failures.
• Index/canonical: canonical/noindex conflicts, duplicate URL handling, status codes, redirects, and content availability.
• Rendering: raw versus rendered title, robots, canonical, meaningful content, and structured data; use actual captures rather than framework assumptions.
• Search-result identity: hostname home-page favicon declaration, icon response/format/dimensions, stable URL, crawl access, and representative brand asset. Do not mark favicon work complete from a file existing somewhere in the repository.
• Experience: responsive layout, interaction and rendering diagnostics, and field data where available. Core Web Vitals and tests guide improvement; they do not guarantee a ranking result.
• International: send locale clusters and annotations to seo-hreflang; do not repair language targeting from a single URL.
• Structured data: send truthful markup changes to seo-schema; validate the visible page and eligible documentation first.
• Optional machine-readable guide: for llms.txt, assess public source-of-truth coverage, inclusion/exclusion policy, freshness, owner, and release path. When upkeep is low-cost and reliable, offer and generate it as future-readiness even without a confirmed consumer. Keep it separate from robots, access controls, and promises of ranking, retrieval, or citation.

llms.txt publication workflow

Let <suite-root> mean ${CLAUDE_PLUGIN_ROOT} in Claude Code. In Codex, read .seo-suite-runtime.json beside this SKILL.md when present and use its suite_root value; otherwise use the absolute repository checkout.

1. Inventory the canonical public resources a client should understand; exclude private, authenticated, staging, personalized, ephemeral, and security-sensitive URLs.
2. Name the maintenance owner and the source changes that must trigger regeneration or review.
3. Copy <suite-root>/skills/seo-technical/assets/llms.txt.template, replace every placeholder from the public source of truth, and keep only useful absolute HTTPS links.
4. Validate the candidate with python "<suite-root>/scripts/validate_llms_txt.py" validate-file <site-root>/llms.txt.
5. Deliver or publish it at /llms.txt only within the authorized scope. Verify the live response and add the file to the ordinary documentation/content release path.
6. Describe the file as an optional publisher guide. Google currently documents that it ignores the file for Search visibility; do not convert its existence into a ranking, retrieval, citation, or traffic claim.

Crawler-control policy

Treat crawler controls as an explicit business, legal, privacy, and technical decision. Identify the exact current documented user-agent and its declared purpose before proposing a rule. Training, search indexing, user-initiated fetches, and product-specific controls can be different agents. The Robots Exclusion Protocol is crawler guidance, not authorization or proof of downstream behavior.

Do not copy a blanket AI-bot block/allow template, assume a bot token is stable, or claim that blocking/allowing a bot changes citations. Crawler-control, noindex, canonical, robots, and WAF changes are high-risk and require an approved action plan, test URL, rollout/rollback, and current vendor documentation.

Using the same <suite-root> definition, before a feature, crawler, change-notification, or protocol decision, run python "<suite-root>/scripts/validate_platform_controls.py" validate-registry "<suite-root>/manifests/platform-controls.json" --bundle "<suite-root>/manifests" --as-of <current-UTC-time>. Treat an expired registry or unknown control as a research gap. Copy a registry row into a site-specific decision only after adding the actual owner, evidence, scope, and approval; the shipped registry deliberately leaves business decisions undecided.

For IndexNow or another notification path, submit only added, updated, or deleted URLs within the documented scope. Verify key/endpoint ownership, response receipts, rate/error handling, logs, and rollback. Notification proves a request was sent or received, not crawling or indexing.

Formal evidence handoff

When this work needs a cross-team, approval-ready plan, package evidence-bound findings as an immutable seo-findings.json bundle using the checked-out suite contract. Keep every referenced capture/source below raw/, retain declined claims and limitations, and run python "<suite-root>/scripts/validate_seo_findings.py" validate-findings <bundle>/seo-findings.json --bundle <bundle>. Send only a passing bundle to seo-action-plan; otherwise label the handoff provisional.

Live release verification

After a separately authorized release, verify the exact candidate/deployment identity using live-verification-matrix.md. For the raw HTTP and sitemap layer, run python "<suite-root>/scripts/verify_live_release.py" verify --plan <release-plan.json> --output <live-release-report.json>. Bind approved per-page copy with expected_title, expected_description, and expected_h1 overrides so a stale, generic, or truncated live value cannot pass merely because the element exists. When hostname identity is in scope, declare site_identity in the plan so the verifier checks the home-page icon link, exact favicon response, content type, square dimensions, and configured quality floor. A passing report proves only the declared live delivery checks; it does not prove crawl, index, rank, retrieval, citation, referral, or conversion.

Output

For each finding provide: observed evidence and timestamp; expected state; scope; confidence/limitation; proposed owner/action; verification; risk; and rollback. When requested and supportable, also return the validated llms.txt, its included/excluded source map, owner, and refresh triggers. Group only by priority/owner, never a blended technical score. Route broader page/editorial questions to seo-page or seo-content.