` + meta description, Open Graph / Twitter cards. - **AEO** (AI answer engines — so your page is *quotable*): structured data (JSON-LD), FAQ blocks with direct question→answer pairs. - **GEO** (LLM / agent discovery): a deliberate AI-crawler robots policy, IndexNow so new pages get picked up fast, and (optional, experimental) `llms.txt`. This skill **tunes a site that already exists**. It doesn't generate a blog from scratch (that's a bigger, separate tool). Point it at a folder of built HTML, or a running site, and it fills the gaps. ## Step 0 — ask for the site's basics (never hardcode) Before touching anything, get these from the user and keep them in a scratch note (you'll reuse them). Nothing here is baked into the skill — it's all theirs: - `SITE_URL` — the canonical origin, e.g. `https://example.com` - `BRAND` — the site / author name - `LANG` — primary language (e.g. `ru`, `en`) - Analytics IDs, IF they use them (Yandex Metrika counter, GA4 id) — optional - IndexNow key — you'll generate one with them in `references/indexnow.md` ## Step 1 — audit (report, then STOP) Walk the site (the built HTML files, or fetch the live pages) and check each item. Report a checklist `[есть]/[нет]` first, then **STOP and wait for the owner's explicit approval before you change anything.** Do not proceed to Step 2 until they say go. Presence is not enough — check that each page is **effectively indexable** and that its canonical is **correct**, or the audit will "pass" a site that is actually invisible to search or silently collapsing into one URL. A `Disallow: /`, an all-`noindex` site, or a site where every page canonicals to the homepage must **FAIL** this audit, not pass it. | Layer | Check | Where | |---|---|---| | SEO | `robots.txt` exists, points to the sitemap, and does NOT block indexing (see effective indexability) | `/robots.txt` | | SEO | `sitemap.xml` lists only the desired indexable canonical URLs, absolute `<loc>` | `/sitemap.xml` | | SEO | every page has a unique, real `<title>` and `<meta name="description">` | `<head>` | | SEO | every page has exactly ONE absolute, correct `<link rel="canonical">` (see canonical correctness) | `<head>` | | SEO | Open Graph (`og:title` + `og:type` + `og:image` + `og:url`; `og:image:alt` when an image is set) + `twitter:card` | `<head>` | | AEO | article pages carry `Article`/`BlogPosting` JSON-LD | `references/jsonld-recipes.md` | | AEO | Q&A / how-to pages carry `FAQPage`/`HowTo` JSON-LD (AEO / AI engines only — no Google rich result) | same | | AEO | home page carries the truthful site-subject type (`Organization`/`Person`/`LocalBusiness`/…) + `WebSite` JSON-LD | same | | GEO | `llms.txt` exists (optional, experimental — see note) | `references/llms-txt.md` | | GEO | robots.txt reflects the owner's chosen AI-crawler policy (allow OR intentionally block) | `references/llms-txt.md` | | GEO | IndexNow key file is published and pages get pinged on publish | `references/indexnow.md` | ### Effective indexability (presence ≠ indexable — do not skip) A file that merely exists can still be fully blocked. For each page, verify it is **actually indexable**: - **robots.txt rules that apply to the REAL crawler.** `robots.txt` is most-specific-group-wins (RFC 9309): work out the group Googlebot / YandexBot actually match, not just the `*` group. `Disallow: /` — under `*` OR under the engine's own user-agent — means the site is blocked. FAIL it. - **HTML `noindex`:** `<meta name="robots" content="noindex">` (or a `googlebot` / `yandex`-specific meta) removes the page from the index even if robots.txt allows crawling. - **HTTP `noindex`:** an `X-Robots-Tag: noindex` response header does the same, invisibly. Check the response headers, not just the HTML. - **Final HTTP status:** the URL must return a final `200` — not a redirect chain, a `4xx/5xx`, or a login / paywall. A canonical or sitemap URL that 301s or 404s is a bug. - **Rendered content:** the main content must actually be present after render. For a JS-heavy site, an empty HTML shell that never hydrates has nothing to index — confirm the real content is in what a crawler receives. Sources: [Google robots meta / noindex](https://developers.google.com/search/docs/crawling-indexing/robots-meta-tag), [Yandex robots.txt](https://yandex.com/support/webmaster/en/controlling-robot/robots-txt). ### Canonical correctness (presence ≠ correct) `<link rel="canonical">` is a strong consolidation signal — a wrong one can collapse a whole multi-page site into a single URL. For each page verify: - **Exactly one** canonical, and it is an **absolute** URL on your one chosen origin. - The canonical URL is itself **indexable** (returns 200, not `noindex`, not redirected). - It **matches this page's content** — a page's canonical should point to itself (or a genuine duplicate), never to an unrelated page. - **BUG to flag:** every page carrying the SAME canonical (typically → the homepage). This tells search engines every page IS the homepage and de-indexes the rest. This is exactly the kind of existing tag that must be FIXED, not preserved — "don't break what works" does not apply to a page-collapsing canonical. - **Built-file → public-URL mapping:** do not mechanically append the file path to `SITE_URL`. `/about/index.html` on disk is usually the public `/about/`; handle trailing slashes, query parameters, localized (i18n / hreflang) variants and redirected URLs deliberately, not by string concatenation. Sources: [Google canonicalization](https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls), [Yandex canonical](https://yandex.com/support/webmaster/en/robot-workings/canonical). ## Step 2 — generate what's missing (only after approval) For each gap, use the recipe file, filling in the user's real `SITE_URL`/`BRAND`: - **robots.txt / sitemap.xml** — generate the sitemap from only the desired indexable canonical URLs (see the sitemap rules + template below). `<lastmod>` is optional and should reflect a real content change; a build mtime that bumps on every deploy is as misleading as `now`, so omit it rather than fake it. - **`<head>` tags** — unique real title + a description that summarizes the page (aim ~140–160 chars as an editorial heuristic — there is no fixed Google limit and the snippet is trimmed per device/query). Canonical = the page's real public URL on your one origin (mind the built-file mapping caveat above). OG image per-page if you have one, else a site default. - **JSON-LD** — `references/jsonld-recipes.md`. Pick the TRUTHFUL subject type for the home page (`Organization` only if the site is an organization; `Person` for a personal site; `LocalBusiness`/`OnlineStore` where those fit). One `<script type="application/ld+json">` per block in `<head>`. - **llms.txt** — `references/llms-txt.md` (optional, experimental). - **IndexNow** — `references/indexnow.md` (generate the key, publish the key file, ping once on every publish — one endpoint fans out to the others). ## sitemap.xml — generation rules + template Include **only the URLs you want indexed**: the canonical, indexable pages. Exclude redirects, `noindex` pages, duplicates, 404s, login and purely technical pages. - Absolute `<loc>` URLs on your one chosen origin, canonical-consistent (the same URL you set as `<link rel="canonical">`). - UTF-8 encoding, an XML declaration, the sitemap namespace, and XML-escaped entities (`&` → `&`, `<` → `<`, …). - Max **50,000 URLs / 50 MB** per file; beyond that, split into multiple sitemaps and add a sitemap index. - `<lastmod>` is **optional**; if present, use a W3C-datetime value that reflects a real content change (not `now`, not a deploy mtime). ```xml <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://example.com/</loc> <lastmod>2026-07-05</lastmod> </url> <url> <loc>https://example.com/blog/first-post/</loc> <lastmod>2026-07-05</lastmod> </url> </urlset> ``` Sources: [Google build a sitemap](https://developers.google.com/search/docs/crawling-indexing/sitemaps/build-sitemap), [Yandex sitemap format](https://yandex.com/support/webmaster/en/controlling-robot/sitemap). ## Rules - **Truthful metadata only.** Description must match the page; JSON-LD fields must match visible content. Mismatched / misleading structured data can lose a page its rich-result eligibility or trigger a structured-data manual action — but Google states this does not change normal web ranking, and Yandex simply ignores markup it can't trust rather than penalizing it. So mark up honestly for eligibility; there is no "ranking penalty" for a bad block, only lost eligibility. [Google structured-data policies](https://developers.google.com/search/docs/appearance/structured-data/sd-policies). - **The user's own IDs/keys/domain — always.** Never invent analytics IDs or reuse someone else's IndexNow key. If they don't use analytics, leave it out. - **Don't break what works.** Read a page's existing `<head>` before editing; add missing tags, don't duplicate ones already there. **Exception:** an actively harmful existing tag — a page-collapsing canonical, a stray `noindex`, a `Disallow: /` — is a bug to fix, not "what works" to preserve. - One canonical origin. Pick `https://` + one host (www or bare, not both) and be consistent across canonical, sitemap and OG. ## Files - `references/jsonld-recipes.md` — copy-paste JSON-LD for the common page types. - `references/llms-txt.md` — llms.txt + the AI-crawler allowlist (GEO). - `references/indexnow.md` — IndexNow key + ping (fast indexing on Yandex & Bing).

# SEO Tune > Audit and tune ANY existing site (static HTML, Astro, Next.js, WordPress export...) for search + AI discovery: SEO (Yandex & Google), AEO (AI answer engines), GEO (LLM/agent discovery). The agent checks robots.txt, sitemap.xml, canonical, meta/OG tags, JSON-LD, llms.txt and IndexNow, then generates whatever is missing. Use when the user says: optimize my site for search / SEO / чтобы находили в поиске / хочу в Яндекс и Google / AI-ответы. Tunes an existing site — it does not build one. - Skill: `qwwiwi/seo-tune` (Agent Skill, multi-file: 6 files) - Install (CLI): `npx skillmds@latest add qwwiwi/seo-tune` - Raw SKILL.md: https://api.skillmd.com/api/skills/qwwiwi/seo-tune/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Product & Planning - Author: qwwiwi (https://skillmd.com/u/qwwiwi) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/qwwiwi/seo-tune --- # SEO tune — make an existing site findable by search AND by AI Three layers, one pass: - **SEO** (classic search — Yandex, Google): robots.txt, sitemap.xml, canonical URLs, a real `` + meta description, Open Graph / Twitter cards. - **AEO** (AI answer engines — so your page is *quotable*): structured data (JSON-LD), FAQ blocks with direct question→answer pairs. - **GEO** (LLM / agent discovery): a deliberate AI-crawler robots policy, IndexNow so new pages get picked up fast, and (optional, experimental) `llms.txt`. This skill **tunes a site that already exists**. It doesn't generate a blog from scratch (that's a bigger, separate tool). Point it at a folder of built HTML, or a running site, and it fills the gaps. ## Step 0 — ask for the site's basics (never hardcode) Before touching anything, get these from the user and keep them in a scratch note (you'll reuse them). Nothing here is baked into the skill — it's all theirs: - `SITE_URL` — the canonical origin, e.g. `https://example.com` - `BRAND` — the site / author name - `LANG` — primary language (e.g. `ru`, `en`) - Analytics IDs, IF they use them (Yandex Metrika counter, GA4 id) — optional - IndexNow key — you'll generate one with them in `references/indexnow.md` ## Step 1 — audit (report, then STOP) Walk the site (the built HTML files, or fetch the live pages) and check each item. Report a checklist `[есть]/[нет]` first, then **STOP and wait for the owner's explicit approval before you change anything.** Do not proceed to Step 2 until they say go. Presence is not enough — check that each page is **effectively indexable** and that its canonical is **correct**, or the audit will "pass" a site that is actually invisible to search or silently collapsing into one URL. A `Disallow: /`, an all-`noindex` site, or a site where every page canonicals to the homepage must **FAIL** this audit, not pass it. | Layer | Check | Where | |---|---|---| | SEO | `robots.txt` exists, points to the sitemap, and does NOT block indexing (see effective indexability) | `/robots.txt` | | SEO | `sitemap.xml` lists only the desired indexable canonical URLs, absolute `<loc>` | `/sitemap.xml` | | SEO | every page has a unique, real `<title>` and `<meta name="description">` | `<head>` | | SEO | every page has exactly ONE absolute, correct `<link rel="canonical">` (see canonical correctness) | `<head>` | | SEO | Open Graph (`og:title` + `og:type` + `og:image` + `og:url`; `og:image:alt` when an image is set) + `twitter:card` | `<head>` | | AEO | article pages carry `Article`/`BlogPosting` JSON-LD | `references/jsonld-recipes.md` | | AEO | Q&A / how-to pages carry `FAQPage`/`HowTo` JSON-LD (AEO / AI engines only — no Google rich result) | same | | AEO | home page carries the truthful site-subject type (`Organization`/`Person`/`LocalBusiness`/…) + `WebSite` JSON-LD | same | | GEO | `llms.txt` exists (optional, experimental — see note) | `references/llms-txt.md` | | GEO | robots.txt reflects the owner's chosen AI-crawler policy (allow OR intentionally block) | `references/llms-txt.md` | | GEO | IndexNow key file is published and pages get pinged on publish | `references/indexnow.md` | ### Effective indexability (presence ≠ indexable — do not skip) A file that merely exists can still be fully blocked. For each page, verify it is **actually indexable**: - **robots.txt rules that apply to the REAL crawler.** `robots.txt` is most-specific-group-wins (RFC 9309): work out the group Googlebot / YandexBot actually match, not just the `*` group. `Disallow: /` — under `*` OR under the engine's own user-agent — means the site is blocked. FAIL it. - **HTML `noindex`:** `<meta name="robots" content="noindex">` (or a `googlebot` / `yandex`-specific meta) removes the page from the index even if robots.txt allows crawling. - **HTTP `noindex`:** an `X-Robots-Tag: noindex` response header does the same, invisibly. Check the response headers, not just the HTML. - **Final HTTP status:** the URL must return a final `200` — not a redirect chain, a `4xx/5xx`, or a login / paywall. A canonical or sitemap URL that 301s or 404s is a bug. - **Rendered content:** the main content must actually be present after render. For a JS-heavy site, an empty HTML shell that never hydrates has nothing to index — confirm the real content is in what a crawler receives. Sources: [Google robots meta / noindex](https://developers.google.com/search/docs/crawling-indexing/robots-meta-tag), [Yandex robots.txt](https://yandex.com/support/webmaster/en/controlling-robot/robots-txt). ### Canonical correctness (presence ≠ correct) `<link rel="canonical">` is a strong consolidation signal — a wrong one can collapse a whole multi-page site into a single URL. For each page verify: - **Exactly one** canonical, and it is an **absolute** URL on your one chosen origin. - The canonical URL is itself **indexable** (returns 200, not `noindex`, not redirected). - It **matches this page's content** — a page's canonical should point to itself (or a genuine duplicate), never to an unrelated page. - **BUG to flag:** every page carrying the SAME canonical (typically → the homepage). This tells search engines every page IS the homepage and de-indexes the rest. This is exactly the kind of existing tag that must be FIXED, not preserved — "don't break what works" does not apply to a page-collapsing canonical. - **Built-file → public-URL mapping:** do not mechanically append the file path to `SITE_URL`. `/about/index.html` on disk is usually the public `/about/`; handle trailing slashes, query parameters, localized (i18n / hreflang) variants and redirected URLs deliberately, not by string concatenation. Sources: [Google canonicalization](https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls), [Yandex canonical](https://yandex.com/support/webmaster/en/robot-workings/canonical). ## Step 2 — generate what's missing (only after approval) For each gap, use the recipe file, filling in the user's real `SITE_URL`/`BRAND`: - **robots.txt / sitemap.xml** — generate the sitemap from only the desired indexable canonical URLs (see the sitemap rules + template below). `<lastmod>` is optional and should reflect a real content change; a build mtime that bumps on every deploy is as misleading as `now`, so omit it rather than fake it. - **`<head>` tags** — unique real title + a description that summarizes the page (aim ~140–160 chars as an editorial heuristic — there is no fixed Google limit and the snippet is trimmed per device/query). Canonical = the page's real public URL on your one origin (mind the built-file mapping caveat above). OG image per-page if you have one, else a site default. - **JSON-LD** — `references/jsonld-recipes.md`. Pick the TRUTHFUL subject type for the home page (`Organization` only if the site is an organization; `Person` for a personal site; `LocalBusiness`/`OnlineStore` where those fit). One `<script type="application/ld+json">` per block in `<head>`. - **llms.txt** — `references/llms-txt.md` (optional, experimental). - **IndexNow** — `references/indexnow.md` (generate the key, publish the key file, ping once on every publish — one endpoint fans out to the others). ## sitemap.xml — generation rules + template Include **only the URLs you want indexed**: the canonical, indexable pages. Exclude redirects, `noindex` pages, duplicates, 404s, login and purely technical pages. - Absolute `<loc>` URLs on your one chosen origin, canonical-consistent (the same URL you set as `<link rel="canonical">`). - UTF-8 encoding, an XML declaration, the sitemap namespace, and XML-escaped entities (`&` → `&`, `<` → `<`, …). - Max **50,000 URLs / 50 MB** per file; beyond that, split into multiple sitemaps and add a sitemap index. - `<lastmod>` is **optional**; if present, use a W3C-datetime value that reflects a real content change (not `now`, not a deploy mtime). ```xml <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>https://example.com/</loc> <lastmod>2026-07-05</lastmod> </url> <url> <loc>https://example.com/blog/first-post/</loc> <lastmod>2026-07-05</lastmod> </url> </urlset> ``` Sources: [Google build a sitemap](https://developers.google.com/search/docs/crawling-indexing/sitemaps/build-sitemap), [Yandex sitemap format](https://yandex.com/support/webmaster/en/controlling-robot/sitemap). ## Rules - **Truthful metadata only.** Description must match the page; JSON-LD fields must match visible content. Mismatched / misleading structured data can lose a page its rich-result eligibility or trigger a structured-data manual action — but Google states this does not change normal web ranking, and Yandex simply ignores markup it can't trust rather than penalizing it. So mark up honestly for eligibility; there is no "ranking penalty" for a bad block, only lost eligibility. [Google structured-data policies](https://developers.google.com/search/docs/appearance/structured-data/sd-policies). - **The user's own IDs/keys/domain — always.** Never invent analytics IDs or reuse someone else's IndexNow key. If they don't use analytics, leave it out. - **Don't break what works.** Read a page's existing `<head>` before editing; add missing tags, don't duplicate ones already there. **Exception:** an actively harmful existing tag — a page-collapsing canonical, a stray `noindex`, a `Disallow: /` — is a bug to fix, not "what works" to preserve. - One canonical origin. Pick `https://` + one host (www or bare, not both) and be consistent across canonical, sitemap and OG. ## Files - `references/jsonld-recipes.md` — copy-paste JSON-LD for the common page types. - `references/llms-txt.md` — llms.txt + the AI-crawler allowlist (GEO). - `references/indexnow.md` — IndexNow key + ping (fast indexing on Yandex & Bing).