SEO Audit
When to Use This Skill
- Website pages aren't ranking for target keywords
- Launching a new website and want to start with solid SEO
- Redesigning a site and need to preserve/improve SEO
- Haven't reviewed SEO in 6+ months
- Competitor is outranking you and you want to know why
Core Principle
SEO IS ABOUT MATCHING SEARCH INTENT, NOT STUFFING KEYWORDS. Google rewards pages that best answer the searcher's question.
Workflow
Step 1: Gather Inputs
Ask the user:
- What's the URL or page content to audit?
- What keywords do you want to rank for? (1-3 primary keywords)
- Who's your target audience?
- Who are your top 2 competitors?
Minimum needed: question 1. If no keywords provided, infer from the page content.
Step 2: On-Page SEO Audit
Analyze each element and score as PASS, NEEDS WORK, or FAIL:
| Element |
What to Check |
Best Practice |
| Title Tag |
Length, keyword placement, uniqueness |
50-60 chars, primary keyword near front |
| Meta Description |
Length, CTA, keyword inclusion |
150-160 chars, includes keyword + action verb |
| H1 Tag |
Exists, contains keyword, only one per page |
One H1 per page, includes primary keyword |
| Heading Structure |
H2s and H3s use logical hierarchy |
Keywords in H2s, no skipped levels |
| URL Structure |
Short, descriptive, includes keyword |
/primary-keyword, no dates or IDs |
| Internal Links |
Links to/from other relevant pages |
3-5 internal links per 1,000 words |
| Image Alt Text |
Descriptive, includes keywords where natural |
Every image has alt text |
| Content Length |
Sufficient for topic depth |
Match or exceed top-ranking competitor length |
| Keyword Density |
Natural usage, not stuffed |
1-2% for primary keyword |
| Mobile Friendliness |
Responsive, readable without zoom |
All content accessible on mobile |
Step 3: Content Gap Analysis
Compare the page against top-ranking competitors:
- What subtopics do competitors cover that this page doesn't?
- What questions do competitors answer that this page skips?
- What content formats do competitors use (tables, lists, videos)?
Step 4: Deliver Recommendations
Prioritize fixes by impact:
Critical (do first):
- Missing or duplicate title tags
- No H1 or multiple H1s
- Missing meta description
- Thin content (under 300 words for a topic that needs depth)
High Impact:
- Keyword not in title tag or H1
- No internal links
- Missing alt text on images
- URL contains unnecessary parameters
Medium Impact:
- Meta description too long/short
- Heading hierarchy issues
- Content gaps vs. competitors
Low Impact (nice to have):
- Schema markup missing
- Open Graph tags incomplete
- Minor keyword density adjustments
Examples
Example 1: Coaching Business Homepage
URL content analysis:
AUDIT RESULTS — www.sarahcoaching.com
Title Tag: "Sarah Johnson — Life Coach"
→ NEEDS WORK — Missing primary keyword "executive coaching."
Recommended: "Executive Coaching for Women Leaders | Sarah Johnson"
Meta Description: (none found)
→ FAIL — No meta description. Google will auto-generate one.
Recommended: "Transform your leadership with 1-on-1 executive coaching
for women in corporate roles. Book a free discovery call with Sarah Johnson."
H1: "Welcome to My Website"
→ FAIL — Generic, no keywords.
Recommended: "Executive Coaching for Women Who Lead"
Heading Structure:
H2: "About Me" → NEEDS WORK — Should be "About Your Executive Coach"
H2: "Services" → PASS
H2: "Testimonials" → PASS
H3: (none) → NEEDS WORK — Add H3s under Services for each offering
URL: www.sarahcoaching.com → PASS (homepage)
Internal Links: 0 links to blog or service pages
→ FAIL — Add links to service pages, blog posts, and booking page
Content Length: 247 words
→ FAIL — Homepage should have 500-800 words minimum for a service business
PRIORITY FIXES:
1. Add meta description (5 min fix, immediate impact)
2. Rewrite H1 with primary keyword (5 min fix)
3. Rewrite title tag (5 min fix)
4. Add 300+ words of content about services and outcomes
5. Add internal links to service pages and blog
Example 2: E-commerce Product Category Page
URL content analysis:
AUDIT RESULTS — www.greenleafcandles.com/soy-candles
Title Tag: "Soy Candles — GreenLeaf Candles"
→ NEEDS WORK — Add modifier. Recommended: "Hand-Poured Soy Candles |
Natural & Non-Toxic | GreenLeaf Candles"
Meta Description: "Buy soy candles from GreenLeaf Candles."
→ NEEDS WORK — Too short (43 chars), no differentiation.
Recommended: "Shop hand-poured soy candles made with 100%
natural wax and cotton wicks. Free shipping on orders over $50.
12 signature scents available."
H1: "Soy Candles" → PASS
Content: Product grid only, no descriptive text
→ FAIL — Add 200-300 words above the product grid explaining
what makes your soy candles different.
CONTENT GAP (vs. top 3 competitors):
- Competitors have "What is a soy candle?" educational section
- Competitors have scent guide / comparison table
- Competitors have FAQ section on the category page
- Competitors average 600+ words of content on category pages
PRIORITY FIXES:
1. Expand meta description to 150-160 characters
2. Add 300 words of category description above products
3. Add FAQ section (3-5 questions about soy candles)
4. Add schema markup for Product type
Recovery & Fallbacks
- User can't share their URL: Ask them to paste the page's HTML source or just the visible text content. Audit what you can see.
- User has hundreds of pages: Start with the 5 highest-traffic or highest-revenue pages. An 80/20 audit beats a full audit that never happens.
- User doesn't know target keywords: Suggest 3-5 based on the page content and business type. Let them confirm before auditing.
- Technical SEO issues found: Flag them but clarify that technical SEO (site speed, crawlability, redirects) requires developer tools. This audit focuses on on-page content SEO.
Constraints
- NEVER guarantee specific rankings or traffic numbers — SEO results depend on many factors
- Focus on actionable, specific recommendations — not generic advice
- Always prioritize fixes by impact (don't overwhelm with 50 low-priority items)
- Distinguish between on-page SEO (this audit) and technical SEO (different scope)
- Include the specific recommended text for title tags, meta descriptions, and H1s — don't just say "improve it"
1---2name: seo-audit3description: Conducts on-page SEO analysis with title tags, meta descriptions, heading structure, keyword gaps, and technical recommendations. Use when a user wants to improve their website's search rankings, is launching a new site, or needs to diagnose why their pages aren't ranking.4---56# SEO Audit78## When to Use This Skill910- Website pages aren't ranking for target keywords11- Launching a new website and want to start with solid SEO12- Redesigning a site and need to preserve/improve SEO13- Haven't reviewed SEO in 6+ months14- Competitor is outranking you and you want to know why1516## Core Principle1718**SEO IS ABOUT MATCHING SEARCH INTENT, NOT STUFFING KEYWORDS. Google rewards pages that best answer the searcher's question.**1920## Workflow2122### Step 1: Gather Inputs2324Ask the user:251. What's the URL or page content to audit?262. What keywords do you want to rank for? (1-3 primary keywords)273. Who's your target audience?284. Who are your top 2 competitors?2930**Minimum needed: question 1. If no keywords provided, infer from the page content.**3132### Step 2: On-Page SEO Audit3334Analyze each element and score as PASS, NEEDS WORK, or FAIL:3536| Element | What to Check | Best Practice |37|---------|--------------|---------------|38| Title Tag | Length, keyword placement, uniqueness | 50-60 chars, primary keyword near front |39| Meta Description | Length, CTA, keyword inclusion | 150-160 chars, includes keyword + action verb |40| H1 Tag | Exists, contains keyword, only one per page | One H1 per page, includes primary keyword |41| Heading Structure | H2s and H3s use logical hierarchy | Keywords in H2s, no skipped levels |42| URL Structure | Short, descriptive, includes keyword | /primary-keyword, no dates or IDs |43| Internal Links | Links to/from other relevant pages | 3-5 internal links per 1,000 words |44| Image Alt Text | Descriptive, includes keywords where natural | Every image has alt text |45| Content Length | Sufficient for topic depth | Match or exceed top-ranking competitor length |46| Keyword Density | Natural usage, not stuffed | 1-2% for primary keyword |47| Mobile Friendliness | Responsive, readable without zoom | All content accessible on mobile |4849### Step 3: Content Gap Analysis5051Compare the page against top-ranking competitors:521. What subtopics do competitors cover that this page doesn't?532. What questions do competitors answer that this page skips?543. What content formats do competitors use (tables, lists, videos)?5556### Step 4: Deliver Recommendations5758Prioritize fixes by impact:5960**Critical (do first):**61- Missing or duplicate title tags62- No H1 or multiple H1s63- Missing meta description64- Thin content (under 300 words for a topic that needs depth)6566**High Impact:**67- Keyword not in title tag or H168- No internal links69- Missing alt text on images70- URL contains unnecessary parameters7172**Medium Impact:**73- Meta description too long/short74- Heading hierarchy issues75- Content gaps vs. competitors7677**Low Impact (nice to have):**78- Schema markup missing79- Open Graph tags incomplete80- Minor keyword density adjustments8182## Examples8384### Example 1: Coaching Business Homepage8586**URL content analysis:**8788```89AUDIT RESULTS — www.sarahcoaching.com9091Title Tag: "Sarah Johnson — Life Coach"92→ NEEDS WORK — Missing primary keyword "executive coaching."93 Recommended: "Executive Coaching for Women Leaders | Sarah Johnson"9495Meta Description: (none found)96→ FAIL — No meta description. Google will auto-generate one.97 Recommended: "Transform your leadership with 1-on-1 executive coaching98 for women in corporate roles. Book a free discovery call with Sarah Johnson."99100H1: "Welcome to My Website"101→ FAIL — Generic, no keywords.102 Recommended: "Executive Coaching for Women Who Lead"103104Heading Structure:105 H2: "About Me" → NEEDS WORK — Should be "About Your Executive Coach"106 H2: "Services" → PASS107 H2: "Testimonials" → PASS108 H3: (none) → NEEDS WORK — Add H3s under Services for each offering109110URL: www.sarahcoaching.com → PASS (homepage)111112Internal Links: 0 links to blog or service pages113→ FAIL — Add links to service pages, blog posts, and booking page114115Content Length: 247 words116→ FAIL — Homepage should have 500-800 words minimum for a service business117118PRIORITY FIXES:1191. Add meta description (5 min fix, immediate impact)1202. Rewrite H1 with primary keyword (5 min fix)1213. Rewrite title tag (5 min fix)1224. Add 300+ words of content about services and outcomes1235. Add internal links to service pages and blog124```125126### Example 2: E-commerce Product Category Page127128**URL content analysis:**129130```131AUDIT RESULTS — www.greenleafcandles.com/soy-candles132133Title Tag: "Soy Candles — GreenLeaf Candles"134→ NEEDS WORK — Add modifier. Recommended: "Hand-Poured Soy Candles |135 Natural & Non-Toxic | GreenLeaf Candles"136137Meta Description: "Buy soy candles from GreenLeaf Candles."138→ NEEDS WORK — Too short (43 chars), no differentiation.139 Recommended: "Shop hand-poured soy candles made with 100%140 natural wax and cotton wicks. Free shipping on orders over $50.141 12 signature scents available."142143H1: "Soy Candles" → PASS144145Content: Product grid only, no descriptive text146→ FAIL — Add 200-300 words above the product grid explaining147 what makes your soy candles different.148149CONTENT GAP (vs. top 3 competitors):150- Competitors have "What is a soy candle?" educational section151- Competitors have scent guide / comparison table152- Competitors have FAQ section on the category page153- Competitors average 600+ words of content on category pages154155PRIORITY FIXES:1561. Expand meta description to 150-160 characters1572. Add 300 words of category description above products1583. Add FAQ section (3-5 questions about soy candles)1594. Add schema markup for Product type160```161162## Recovery & Fallbacks163164- **User can't share their URL:** Ask them to paste the page's HTML source or just the visible text content. Audit what you can see.165- **User has hundreds of pages:** Start with the 5 highest-traffic or highest-revenue pages. An 80/20 audit beats a full audit that never happens.166- **User doesn't know target keywords:** Suggest 3-5 based on the page content and business type. Let them confirm before auditing.167- **Technical SEO issues found:** Flag them but clarify that technical SEO (site speed, crawlability, redirects) requires developer tools. This audit focuses on on-page content SEO.168169## Constraints170171- **NEVER guarantee specific rankings or traffic numbers** — SEO results depend on many factors172- Focus on actionable, specific recommendations — not generic advice173- Always prioritize fixes by impact (don't overwhelm with 50 low-priority items)174- Distinguish between on-page SEO (this audit) and technical SEO (different scope)175- Include the specific recommended text for title tags, meta descriptions, and H1s — don't just say "improve it"
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