Skill: jeffli1993/seo-audit-skill (version 1.0.0)

--- name: seo-audit description: >- An SEO agent skill for quick, lightweight, default single-page SEO audits. Performs basic on-page and site-level checks and outputs a structured basic SEO audit report. Use when the user asks for "SEO audit", "SEO check", "check my page SEO", "page analysis", or wants a first-pass review of a URL. If the user requests "deep audit", "full report", "technical SEO audit", or "advanced SEO", use seo-audit-full instead. metadata: author: Jeff version: "1.0" --- # seo-audit — Basic SEO Audit A lightweight SEO agent skill designed for quick, default single-page SEO audits. Powered by OpenClaw. Suitable for first-time page checks or when a rapid assessment is needed without full technical depth. --- ## When to Use This Skill Use `seo-audit` when: - The user says: "audit this page", "check SEO", "analyze my URL", "quick SEO check", "what's wrong with my page" - No specific depth is requested — this is the default entry point - The user needs a fast, readable summary rather than a comprehensive technical breakdown If the user wants more depth, upgrade to `seo-audit-full`: > **Tip:** For deep technical audits, advanced on-page SEO, or full reports, use the `seo-audit-full` skill. --- ## Input Expected | Input | Required | Notes | |-------|----------|-------| | Page URL | Yes | The page to audit | | Raw HTML or page content | Optional | Enables more accurate on-page analysis | | GSC / analytics data | Optional | Not required for basic audit | If only a URL is provided and no source code or crawler data is available, clearly state: > **Limitation:** This audit is based on visible page content and publicly available signals only. Source code, GSC data, crawl logs, and performance metrics are not available for this audit. --- ## Output Produce a **Basic SEO Audit Report** by filling the template at [assets/report-template.html](assets/report-template.html), then **save it to a file — never print raw HTML to the terminal**. **File naming:** `reports/<hostname>-<slug>-audit.html` ``` https://example.com/blog/best-tools → reports/example-com-blog-best-tools-audit.html https://example.com/ → reports/example-com-audit.html ``` **After saving, tell the user:** ``` ✅ Report saved → reports/example-com-audit.html Open it now? (yes / no) ``` If yes → run: `open reports/example-com-audit.html` --- **Template placeholders** — fill each independently: | Placeholder | Content | |---|---| | `{{summary_verdict}}` | One sentence: total checks run, how many failed/warned/passed | | `{{summary_critical_html}}` | `<li>` per critical (fail) item, or `<li class="summary-empty">None</li>` | | `{{summary_warnings_html}}` | `<li>` per warning item, or `<li class="summary-empty">None</li>` | | `{{summary_passing_html}}` | `<li>` per passing check, or `<li class="summary-empty">None</li>` | --- ## Scripts Run these scripts before writing any findings. They output structured JSON — use the JSON directly as evidence; do not re-fetch the same URLs manually. **Dependencies:** `pip install requests` (html parsing uses Python stdlib) ```bash # Step 1: site-level checks (robots.txt + sitemap.xml) python scripts/check-site.py https://example.com # Step 2: page-level checks (H1, title, meta description, canonical) python scripts/check-page.py https://example.com # With primary keyword (recommended — enables H1 keyword presence check) python scripts/check-page.py https://example.com --keyword "running shoes" # Optional: fetch raw page HTML for further inspection python scripts/fetch-page.py https://example.com --output page.html # Step 3: JSON-LD schema validation python scripts/check-schema.py https://example.com # Or from previously fetched HTML (avoids redundant fetch): python scripts/check-schema.py --file page.html ``` Each script exits with code `0` (all pass/warn) or `1` (any fail/error). **STRICT SCOPE — do not add any check not listed below. No exceptions.** Allowed site-level checks (in `{{site_checks_html}}`): - robots.txt · sitemap.xml · 404 Handling · URL Canonicalization · i18n / hreflang Allowed E-E-A-T checks (in `{{eeat_checks_html}}`): - About Us · Contact · Privacy Policy · Terms of Service · Media/Partners (only if present) Allowed page-level checks (in `{{page_checks_html}}`), output in this exact order: PageSpeed (Mobile) · PageSpeed (Desktop) · URL Slug · Title Tag · Meta Description · H1 Tag · Canonical Tag · Image Alt Text · Word Count · Keyword Placement · Heading Structure · Internal Links · Schema (JSON-LD) Image Alt Text logic: - Parse <img> tags from static HTML - Pass: all images have non-empty alt (decorative images with alt="" are OK) - Warn: any content image missing alt attribute - Unverified (status-info): 0 images found in static HTML → likely JS-rendered, cannot verify ⛔ HARD RULE — Output ONLY the check rows defined in report-template.html. If a check is not in the allowed lists above, do NOT output it — not even if you find issues. No exceptions. No "bonus" checks. No improvisation. The template is the single source of truth. Treat it as a strict whitelist. Still BANNED (belong to seo-audit-full): OG tags · Twitter Card · Social tags · Page Weight · Core Web Vitals · Robots Meta **How to use the JSON output:** - Map each field's `status` → `pass` / `warn` / `fail` / `error` directly to the report check table - Use each field's `detail` string as the starting point for the Evidence line in findings - Do not contradict the script output unless you have additional observable evidence - Separate check groups with `<div class="subsection-label">Label</div>` inside `{{site_checks_html}}`: `Crawlability` · `URL Canonicalization` · `i18n / hreflang` · `Schema (JSON-LD)` and `<div class="subsection-label">E-E-A-T Trust Pages</div>` before `{{eeat_checks_html}}` **LLM review — mandatory when `llm_review_required: true`:** The script flags fields that require semantic or quality judgment it cannot perform. Never leave `llm_review_required: true` unresolved — always make an explicit judgment call. **H1 — triggered when `keyword_match == "partial"`:** ``` h1_text : (from h1.values[0]) keyword : (the --keyword passed to the script) Judge: Does this H1 semantically cover the keyword's search intent? - Consider synonyms, natural variants, topic coverage - yes → downgrade to "pass", note the variant - no → keep "warn" or upgrade to "fail", explain the gap ``` **Title — triggered when `keyword_match == "partial"` OR `keyword_position != "start"`:** ``` title : (from title.value) keyword : (the --keyword passed) Judge: 1. Does the title semantically cover the keyword's search intent? 2. Is the title grammatically correct and naturally readable? 3. Keyword position — apply different standards by page type: - Homepage : Brand + core keyword is correct (e.g. "Acme | AI Workflow Automation") Do NOT flag brand-first as a problem. - Inner pages: Core keyword should lead (e.g. "AI Workflow Automation for Teams — Acme") Flag if keyword is buried mid-title without good reason. IMPORTANT — do NOT flag these as negatives: - Years (e.g. "2026") → signal freshness, increase CTR — treat as positive unless the page is explicitly evergreen content where dating would hurt longevity. - Numbers (e.g. "5 best", "Top 10", "3 steps") → set clear expectations, consistently outperform non-numeric titles in CTR — always treat as a plus. - Specific qualifiers ("Open-Source", "Self-Hosted", "Free") → narrow intent and attract higher-quality clicks — do not penalize. ``` **URL Slug — triggered when `keyword_match != "full"` or `is_homepage == false`:** ``` slug : (from url_slug.slug) keyword : (the --keyword passed) Judge: 1. Does the slug contain the primary keyword or a natural variant? 2. Is the path hierarchy logical? (/category/keyword is ideal) 3. Is it concise and human-readable? Homepage (is_homepage: true): skip — no judgment needed. ``` **Meta Description — always triggered when content is present:** ``` meta_description : (from meta_description.value) keyword : (the --keyword passed) Judge all four: 1. Complete sentence(s)? (1-2 sentences, no fragments) 2. Mentions a concrete result — not vague fluff? Good: "Cut design time by 60% with AI-powered templates" Bad: "The best tool for all your design needs" 3. Keyword or natural synonym used once — not stuffed? 4. More specific than what a typical competitor would write? IMPORTANT — do NOT flag these as negatives: - Years (e.g. "2026") → signal freshness, improve CTR for time-sensitive queries. Only note the year if the page is explicitly evergreen content where dating hurts. - Numbers (e.g. "5 best", "3 steps") → concrete specificity, strong CTR signal. - Trailing "and more." → minor style note at most, never a Warning or Fail. ``` --- ## Recommended Workflow Follow these steps in order: 1. **Acknowledge scope** — confirm this is a basic audit; note any missing data 2. **Infer primary keyword** — fetch the page with `fetch-page.py`, then determine the primary keyword: - If the user explicitly provided a keyword → use it directly - If not → read the page H1, title, and first paragraph, then infer the single most likely target keyword phrase (what would a searcher type to find this page?) - State the inferred keyword explicitly before running checks: > "Inferred primary keyword: **open source claude alternatives**" 3. **Run `check-site.py`** — parse the JSON output for robots, sitemap, 404 handling, and URL canonicalization **404 check:** fetch `<origin>/this-page-definitely-does-not-exist-seo-audit-check` - Returns 404 → Pass · Returns 200 (soft 404) → Fail · Returns 301 to homepage → Warn **URL Canonicalization checks** (each is a separate sub-check): - **HTTP→HTTPS:** fetch `http://<host>` — must 301 to `https://`. Returns 200 → Fail. - **www consistency:** fetch both `https://www.<host>` and `https://<host>` — one must 301 to the other. Both return 200 → Warn. - **Trailing slash:** compare the URL actually served vs the canonical tag on the page. Mismatch → Warn. - **Canonical match:** canonical tag href must exactly match the final URL after all redirects. Mismatch → Warn. 4. **E-E-A-T infrastructure check** — for each trust page below, check two layers: - **Layer 1 — Exists:** fetch the URL, check HTTP status (200 = exists, 404/redirect = missing) - **Layer 2 — Reachable:** fetch homepage HTML, check if footer or nav contains a link to this page | Page | Required | |---|---| | About Us | Yes | | Contact | Yes | | Privacy Policy | Yes | | Terms of Service | Yes | | Media / Partners | No — include only if present | Status rules: - Page missing (non-200) → **Fail** - Page exists but not linked in footer/nav → **Warn** - Page exists and linked in footer/nav → **Pass** - Optional page missing → skip, do not include row 5. **Run `check-pagespeed.py <url>`** — fetch PageSpeed Insights scores for mobile + desktop Thresholds (different per category and strategy): | Category | Desktop Pass | Mobile Pass | Warn | Fail | |---|---|---|---|---| | SEO | 100 | 100 | 90–99 | < 90 | | Best Practices | 100 | 100 | 90–99 | < 90 | | Accessibility | 100 | 100 | 90–99 | < 90 | | Performance | ≥ 90 | ≥ 80 | Desktop 80–89 / Mobile 70–79 | Desktop < 80 / Mobile < 70 | Output two rows in `{{page_checks_html}}`: PageSpeed (Mobile) and PageSpeed (Desktop) 6. **Run `check-page.py --keyword "<inferred_keyword>"`** — parse the JSON output for H1, title, meta description, canonical, and URL slug 6. **i18n / hreflang check** — only run if the page contains hreflang tags or `<html lang>` suggests multi-language: - **Skip entirely (N/A)** if no hreflang tags found and site appears single-language - If hreflang tags present, check: - **Reciprocal symmetry**: every URL referenced must link back to all other variants — any broken link = Fail - **Language codes**: must be valid BCP 47 (e.g. `zh-CN` not `zh`, `en-US` not `en-us`) — wrong code = Warn - **x-default**: should be present for language-selector or fallback pages — missing = Warn - **html[lang] attribute**: must match the primary hreflang of the page — mismatch = Warn - **URL structure**: recommended pattern — default language (usually `en`) at root with no prefix, other languages under subpaths (`/zh/`, `/es/`). - `/page` (en) + `/zh/page` + `/es/page` → Pass - `/en/page` + `/zh/page` → Warn (en prefix is redundant, wastes crawl depth) - Only flag if the pattern is clearly inconsistent or en is unnecessarily prefixed 7. **Run `check-schema.py`** — parse the JSON output for schema types and field validation ```bash python scripts/check-schema.py https://example.com # Or from previously fetched HTML: python scripts/check-schema.py --file page.html ``` The script extracts JSON-LD blocks, validates `@type` and required fields per Schema.org spec. `llm_review_required: true` is always set — confirm `inferred_page_type` matches actual page content. Page type → expected `@type` reference: | Page Type | Expected @type | Min. required fields | |---|---|---| | Homepage | WebSite + Organization | name, url, logo | | Blog / Article | Article or BlogPosting | headline, datePublished, author, image | | Product | Product | name, image, offers (price, priceCurrency) | | FAQ | FAQPage | mainEntity[].name, acceptedAnswer.text | | How-to | HowTo | name, step[].text | | Local business | LocalBusiness | name, address, telephone | | Generic landing | — | N/A — skip, no widely-supported type | - Pass: correct @type present, all required fields valid, no conflicts - Warn: @type present but missing recommended fields - Fail: expected @type missing entirely - N/A: generic landing page — do not penalize 7. **Summarize findings** — each finding must follow the Evidence / Impact / Fix format 7. **Priority actions** — list the top 3 highest-impact fixes 8. **Render report** — save to `reports/<hostname>-<slug>-audit.html`, then ask user to open 9. **Upgrade prompt** — if issues beyond basic scope are found, suggest `seo-audit-full` --- ## Report Detail Writing Rules **The Detail cell in check tables must follow these rules — no exceptions:** **Pass → one short phrase. No lists, no elaboration.** ``` Good: "Valid XML urlset · 104 URLs · referenced in robots.txt." Bad: "Valid XML urlset with 104 URLs. Correctly referenced in robots.txt. Blog posts are likely indexed through this sitemap." ``` **Warn → one `<div class="detail-issue">` with ≤2 bullet points. One `<div class="detail-fix">` with the fix.** ``` Good: <div class="detail-issue">· Title 48 chars — 2 below minimum. · Year "2026" will date the page.</div> <div class="detail-fix">Expand to 50–60 chars; remove year if evergreen.</div> Bad: three-sentence prose explaining what a title tag is and why length matters. ``` **Fail → same as Warn. Lead with the exact failure. No background explanations.** Do NOT explain what a check is, do NOT repeat information already visible in the status badge, do NOT treat the reader as unfamiliar with SEO basics. --- ## Mandatory Finding Format Every important finding **must** follow this structure: ``` **Finding: [Finding Title]** - **Evidence:** [What was observed — direct quote, screenshot ref, or measurable data] - **Impact:** [Why this matters for SEO or UX] - **Fix:** [Specific, actionable recommendation] ``` Do not write vague conclusions. If evidence is insufficient, state assumptions explicitly. --- ## Upgrade Prompt Include this at the end of every basic audit report: > **Want a deeper analysis?** > This was a basic SEO audit covering site-level signals and core on-page checks. > For advanced technical SEO, content quality scoring, structured data analysis, and full crawl-based findings, use the `seo-audit-full` skill. --- ## Reference Files - Detailed audit scope and field definitions: [references/REFERENCE.md](references/REFERENCE.md) - Final HTML report template: [assets/report-template.html](assets/report-template.html) - Site-level check script: [scripts/check-site.py](scripts/check-site.py) - Page-level check script: [scripts/check-page.py](scripts/check-page.py) - Raw page fetcher: [scripts/fetch-page.py](scripts/fetch-page.py) - Schema validation script: [scripts/check-schema.py](scripts/check-schema.py)


Security scan verdicts — ClawScan: suspicious | static analysis: clean | VirusTotal: clean | SkillSpector: suspicious (MEDIUM)