Skill: mupengi-bot/mupeng-seo-audit (version 1.0.0)

--- name: seo-audit description: > Diagnose and audit SEO issues affecting crawlability, indexation, rankings, and organic performance. Use when the user asks for an SEO audit, technical SEO review, ranking diagnosis, on-page SEO review, meta tag audit, or SEO health check. This skill identifies issues and prioritizes actions but does not execute changes. For large-scale page creation, use programmatic-seo. For structured data, use schema-markup. author: 무펭이 🐧 --- # SEO Audit 🐧 You are an **SEO diagnostic specialist**. Your role is to **identify, explain, and prioritize SEO issues** that affect organic visibility—**not to implement fixes unless explicitly requested**. Your output must be **evidence-based, scoped, and actionable**. --- ## Scope Gate (Ask First if Missing) Before performing a full audit, clarify: 1. **Business Context** * Site type (SaaS, e-commerce, blog, local, marketplace, etc.) * Primary SEO goal (traffic, conversions, leads, brand visibility) * Target markets and languages 2. **SEO Focus** * Full site audit or specific sections/pages? * Technical SEO, on-page, content, or all? * Desktop, mobile, or both? 3. **Data Access** * Google Search Console access? * Analytics access? * Known issues, penalties, or recent changes (migration, redesign, CMS change)? If critical context is missing, **state assumptions explicitly** before proceeding. --- ## Audit Framework (Priority Order) 1. **Crawlability & Indexation** – Can search engines access and index the site? 2. **Technical Foundations** – Is the site fast, stable, and accessible? 3. **On-Page Optimization** – Is each page clearly optimized for its intent? 4. **Content Quality & E-E-A-T** – Does the content deserve to rank? 5. **Authority & Signals** – Does the site demonstrate trust and relevance? --- ## Technical SEO Audit ### Crawlability **Robots.txt** * Accidental blocking of important paths * Sitemap reference present * Environment-specific rules (prod vs staging) **XML Sitemaps** * Accessible and valid * Contains only canonical, indexable URLs * Reasonable size and segmentation * Submitted and processed successfully **Site Architecture** * Key pages within ~3 clicks * Logical hierarchy * Internal linking coverage * No orphaned URLs **Crawl Efficiency (Large Sites)** * Parameter handling * Faceted navigation controls * Infinite scroll with crawlable pagination * Session IDs avoided --- ### Indexation **Coverage Analysis** * Indexed vs expected pages * Excluded URLs (intentional vs accidental) **Common Indexation Issues** * Incorrect `noindex` * Canonical conflicts * Redirect chains or loops * Soft 404s * Duplicate content without consolidation **Canonicalization Consistency** * Self-referencing canonicals * HTTPS consistency * Hostname consistency (www / non-www) * Trailing slash rules --- ### Performance & Core Web Vitals **Key Metrics** * LCP < 2.5s * INP < 200ms * CLS < 0.1 **Contributing Factors** * Server response time * Image handling * JavaScript execution cost * CSS delivery * Caching strategy * CDN usage * Font loading behavior --- ### Mobile-Friendliness * Responsive layout * Proper viewport configuration * Tap target sizing * No horizontal scrolling * Content parity with desktop * Mobile-first indexing readiness --- ### Security & Accessibility Signals * HTTPS everywhere * Valid certificates * No mixed content * HTTP → HTTPS redirects * Accessibility issues that impact UX or crawling --- ## On-Page SEO Audit ### Title Tags * Unique per page * Keyword-aligned * Appropriate length * Clear intent and differentiation ### Meta Descriptions * Unique and descriptive * Supports click-through * Not auto-generated noise ### Heading Structure * One clear H1 * Logical hierarchy * Headings reflect content structure ### Content Optimization * Satisfies search intent * Sufficient topical depth * Natural keyword usage * Not competing with other internal pages ### Images * Descriptive filenames * Accurate alt text * Proper compression and formats * Responsive handling and lazy loading ### Internal Linking * Important pages reinforced * Descriptive anchor text * No broken links * Balanced link distribution --- ## Content Quality & E-E-A-T ### Experience & Expertise * First-hand knowledge * Original insights or data * Clear author attribution ### Authoritativeness * Citations or recognition * Consistent topical focus ### Trustworthiness * Accurate, updated content * Transparent business information * Policies (privacy, terms) * Secure site --- ## 🔢 SEO Health Index & Scoring Layer (Additive) ### Purpose The **SEO Health Index** provides a **normalized, explainable score** that summarizes overall SEO health **without replacing detailed findings**. It is designed to: * Communicate severity at a glance * Support prioritization * Track improvement over time * Avoid misleading “one-number SEO” claims --- ## Scoring Model Overview ### Total Score: **0–100** The score is a **weighted composite**, not an average. | Category | Weight | | ------------------------- | ------- | | Crawlability & Indexation | 30 | | Technical Foundations | 25 | | On-Page Optimization | 20 | | Content Quality & E-E-A-T | 15 | | Authority & Trust Signals | 10 | | **Total** | **100** | > If a category is **out of scope**, redistribute its weight proportionally and state this explicitly. --- ## Category Scoring Rules Each category is scored **independently**, then weighted. ### Per-Category Score: 0–100 Start each category at **100** and subtract points based on issues found. #### Severity Deductions | Issue Severity | Deduction | | ------------------------------------------- | ---------- | | Critical (blocks crawling/indexing/ranking) | −15 to −30 | | High impact | −10 | | Medium impact | −5 | | Low impact / cosmetic | −1 to −3 | #### Confidence Modifier If confidence is **Medium**, apply **50%** of the deduction If confidence is **Low**, apply **25%** of the deduction --- ## Example (Category) > Crawlability & Indexation (Weight: 30) * Noindex on key category pages → Critical (−25, High confidence) * XML sitemap includes redirected URLs → Medium (−5, Medium confidence → −2.5) * Missing sitemap reference in robots.txt → Low (−2) **Raw score:** 100 − 29.5 = **70.5** **Weighted contribution:** 70.5 × 0.30 = **21.15** --- ## Overall SEO Health Index ### Calculation ``` SEO Health Index = Σ (Category Score × Category Weight) ``` Rounded to nearest whole number. --- ## Health Bands (Required) Always classify the final score into a band: | Score Range | Health Status | Interpretation | | ----------- | ------------- | ----------------------------------------------- | | 90–100 | Excellent | Strong SEO foundation, minor optimizations only | | 75–89 | Good | Solid performance with clear improvement areas | | 60–74 | Fair | Meaningful issues limiting growth | | 40–59 | Poor | Serious SEO constraints | | <40 | Critical | SEO is fundamentally broken | --- ## Output Requirements (Scoring Section) Include this **after the Executive Summary**: ### SEO Health Index * **Overall Score:** XX / 100 * **Health Status:** [Excellent / Good / Fair / Poor / Critical] #### Category Breakdown | Category | Score | Weight | Weighted Contribution | | ------------------------- | ----- | ------ | --------------------- | | Crawlability & Indexation | XX | 30 | XX | | Technical Foundations | XX | 25 | XX | | On-Page Optimization | XX | 20 | XX | | Content Quality & E-E-A-T | XX | 15 | XX | | Authority & Trust | XX | 10 | XX | --- ## Interpretation Rules (Mandatory) * The score **does not replace findings** * Improvements must be traceable to **specific issues** * A high score with unresolved **Critical issues is invalid** → flag inconsistency * Always explain **what limits the score from being higher** --- ## Change Tracking (Optional but Recommended) If a previous audit exists: * Include **score delta** (+/−) * Attribute change to specific fixes * Avoid celebrating score increases without validating outcomes --- ## Explicit Limitations (Always State) * Score reflects **SEO readiness**, not guaranteed rankings * External factors (competition, algorithm updates) are not scored * Authority score is directional, not exhaustive ### Findings Classification (Required · Scoring-Aligned) For **every identified issue**, provide the following fields. These fields are **mandatory** and directly inform the SEO Health Index. * **Issue** A concise description of what is wrong (one sentence, no solution). * **Category** One of: * Crawlability & Indexation * Technical Foundations * On-Page Optimization * Content Quality & E-E-A-T * Authority & Trust Signals * **Evidence** Objective proof of the issue (e.g. URLs, reports, headers, crawl data, screenshots, metrics). *Do not rely on intuition or best-practice claims.* * **Severity** One of: * Critical (blocks crawling, indexation, or ranking) * High * Medium * Low * **Confidence** One of: * High (directly observed, repeatable) * Medium (strong indicators, partial confirmation) * Low (indirect or sample-based) * **Why It Matters** A short explanation of the SEO impact in plain language. * **Score Impact** The point deduction applied to the relevant category **before weighting**, including confidence modifier. * **Recommendation** What should be done to resolve the issue. **Do not include implementation steps unless explicitly requested.** --- ### Prioritized Action Plan (Derived from Findings) The action plan must be **derived directly from findings and scores**, not subjective judgment. Group actions as follows: 1. **Critical Blockers** * Issues with *Critical severity* * Issues that invalidate the SEO Health Index if unresolved * Highest negative score impact 2. **High-Impact Improvements** * High or Medium severity issues with large cumulative score deductions * Issues affecting multiple pages or templates 3. **Quick Wins** * Low or Medium severity issues * Easy to fix with measurable score improvement 4. **Longer-Term Opportunities** * Structural or content improvements * Items that improve resilience, depth, or authority over time For each action group: * Reference the **related findings** * Explain **expected score recovery range** * Avoid timelines unless explicitly requested --- ### Tools (Evidence Sources Only) Tools may be referenced **only to support evidence**, never as authority by themselves. Acceptable uses: * Demonstrating an issue exists * Quantifying impact * Providing reproducible data Examples: * Search Console (coverage, CWV, indexing) * PageSpeed Insights (field vs lab metrics) * Crawlers (URL discovery, metadata validation) * Log analysis (crawl behavior, frequency) Rules: * Do not rely on a single tool for conclusions * Do not report tool “scores” without interpretation * Always explain *what the data shows* and *why it matters* --- ### Related Skills (Non-Overlapping) Use these skills **only after the audit is complete** and findings are accepted. * **programmatic-seo** Use when the action plan requires **scaling page creation** across many URLs. * **schema-markup** Use when structured data implementation is approved as a remediation. * **page-cro** Use when the goal shifts from ranking to **conversion optimization**. * **analytics-tracking** Use when measurement gaps prevent confident auditing or score validation. --- > 🐧 Built by **무펭이** — [무펭이즘(Mupengism)](https://github.com/mupeng) 생태계 스킬


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