/seo-audit

If you see unfamiliar placeholders or need to check which tools are connected, see CONNECTORS.md.

Trigger

/seo-audit

Inputs

1. URL or domain — the site to audit, or a topic/keyword if running in keyword research mode
2. Audit type — one of:
   • Full site audit — end-to-end SEO review covering all sections below
   • Keyword research — identify keyword opportunities for a topic or domain
   • Content gap analysis — find topics competitors rank for that you don't
   • Technical SEO check — crawlability, speed, structured data, and infrastructure issues
   • Competitor SEO comparison — head-to-head SEO benchmarking against specific competitors
   If not specified, default to full site audit.
3. Target keywords or topics (optional) — specific keywords the user is already targeting or wants to rank for
4. Competitors (optional) — domains or companies to compare against. If not provided and the audit type requires competitor data, use web search to identify 2-3 likely competitors based on the user's domain and keyword space.

Process

1. Keyword Research

• Pull keyword data, search volume, keyword difficulty scores, and ranking positions automatically
• Identify keywords the site currently ranks for and where it's gaining or losing ground

• Cross-reference keyword targets with actual organic traffic data to validate which keywords are driving visits and conversions

• Use web search to research the keyword landscape
• Note: "For more precise volume and difficulty data, connect an SEO tool like Ahrefs or Semrush via MCP. The audit will auto-populate with ranking data."

• Primary keywords — high-intent terms directly tied to the user's product or service
• Secondary keywords — supporting terms and variations
• Search volume signals — relative demand (high, medium, low) based on available data
• Keyword difficulty — how competitive the term is (easy, moderate, hard)
• Long-tail opportunities — specific, lower-competition phrases with clear intent
• Question-based keywords — "how to", "what is", "why does" queries that mirror People Also Ask results
• Intent classification — informational, navigational, commercial, or transactional

2. On-Page SEO Audit

• Title tags — present, unique, within 50-60 characters, includes target keyword
• Meta descriptions — present, compelling, within 150-160 characters, includes a call to action
• H1 tags — exactly one per page, includes primary keyword
• H2/H3 structure — logical hierarchy, uses secondary keywords where natural
• Keyword usage — primary keyword appears in the first 100 words, used naturally throughout, not over-stuffed
• Internal linking — pages link to related content, orphan pages identified, anchor text is descriptive
• Image alt text — all images have descriptive alt attributes, keywords included where relevant
• URL structure — clean, readable, includes keywords, no excessive parameters or depth

3. Content Gap Analysis

• Competitor topic coverage — topics and keywords competitors rank for that the user's site does not cover
• Content freshness — pages that haven't been updated in 12+ months and may be losing rankings
• Thin content — pages with insufficient depth to rank (under 300 words for informational queries, lacking substance)
• Missing content types — formats competitors use that the user doesn't (guides, comparison pages, glossaries, tools, templates)
• Funnel gaps — missing content at specific buyer journey stages (awareness, consideration, decision)
• Topic clusters — opportunities to build pillar pages with supporting content

4. Technical SEO Checklist

• Page speed — identify slow-loading pages and likely causes (large images, render-blocking scripts, excessive redirects)
• Mobile-friendliness — responsive design, tap targets, font sizes, viewport configuration
• Structured data — opportunities for schema markup (FAQ, HowTo, Product, Article, Organization, Breadcrumb)
• Crawlability — robots.txt configuration, XML sitemap presence and accuracy, canonical tags, noindex/nofollow usage
• Broken links — internal and external 404s, redirect chains
• HTTPS — secure connection, mixed content issues
• Core Web Vitals signals — LCP, FID/INP, CLS indicators based on observable page behavior
• Indexation — pages that should be indexed but may not be, duplicate content risks

5. Competitor SEO Comparison

• Keyword overlap — keywords both sites rank for, and where each site ranks higher
• Keyword gaps — terms the competitor ranks for that the user does not
• Domain authority signals — relative site strength based on backlink profiles, referring domains, and content depth
• Content depth — average content length, topic coverage breadth, publishing frequency
• Backlink profile observations — types of sites linking to competitors, link-worthy content they've produced
• SERP feature ownership — which competitor appears in featured snippets, People Also Ask, image packs, or knowledge panels
• Technical advantages — site speed differences, mobile experience, structured data usage

Output

Executive Summary

• The site's biggest strength
• The top 3 priorities that will have the most impact
• An overall assessment: strong foundation, needs work, or critical issues

Keyword Opportunity Table

On-Page Issues Table

• Critical — directly hurting rankings or preventing indexation
• High — significant impact on SEO performance
• Medium — best practice violation, moderate impact
• Low — minor optimization opportunity

Content Gap Recommendations

• Topic or keyword to target
• Why it matters — search demand, competitor coverage, funnel stage
• Recommended format — blog post, landing page, guide, comparison page, etc.
• Priority — high, medium, or low
• Estimated effort — quick win (1-2 hours), moderate (half day), substantial (multi-day)

Technical SEO Checklist

Competitor Comparison Summary

Prioritized Action Plan

• Actions that take under 2 hours and have immediate impact
• Examples: fix title tags, add meta descriptions, fix broken links, add alt text

• Actions that require more effort but drive long-term growth
• Examples: build a topic cluster, create a pillar page, launch a link-building campaign, overhaul site structure

• What to do (specific and concrete)
• Expected impact (high, medium, low)
• Effort estimate
• Dependencies (if any)

Follow-Up

• Draft content briefs for the top keyword opportunities?
• Create optimized title tags and meta descriptions for your key pages?
• Build a content calendar based on the gap analysis?
• Dive deeper into any specific section of the audit?
• Run this same analysis for a different competitor or domain?"