SEO Audit

Perform a comprehensive search engine optimization audit of a web page. Extracts and validates meta tags (title, description, canonical, robots), Open Graph and Twitter Card markup, heading hierarchy, image alt text coverage, structured data (JSON-LD), hreflang annotations, and link analysis. Supplements with robots.txt and sitemap.xml checks via curl.

When to Use

•Pre-launch SEO review of new pages or redesigns.
•Diagnosing why a page is not appearing in search results.
•Validating Open Graph and Twitter Card previews before social sharing.
•Auditing structured data (JSON-LD) for rich snippet eligibility.
•Checking heading hierarchy for accessibility and SEO best practices.
•Identifying missing alt text on images.
•Verifying robots.txt and sitemap.xml configuration.

Prerequisites

•Playwright MCP server connected and responding.
•curl available in the shell for robots.txt and sitemap.xml fetching.
•Target page must be reachable from the browser instance.

Workflow

Phase 1: Navigate to Target

code

browser_navigate({ url: "<target_url>" })

code

browser_wait_for({ time: 3 })

Phase 2: Extract Meta Tags and Head Elements

javascript

browser_evaluate({
  function: `() => {
    const getMeta = (name) => {
      const el = document.querySelector(
        'meta[name="' + name + '"], meta[property="' + name + '"]'
      );
      return el ? el.content : null;
    };

    // Core meta tags
    const meta = {
      title: document.title || null,
      titleLength: (document.title || '').length,
      description: getMeta('description'),
      descriptionLength: (getMeta('description') || '').length,
      robots: getMeta('robots'),
      googlebot: getMeta('googlebot'),
      canonical: null,
      viewport: getMeta('viewport'),
      charset: document.characterSet,
      language: document.documentElement.lang || null
    };

    // Canonical
    const canonicalEl = document.querySelector('link[rel="canonical"]');
    meta.canonical = canonicalEl ? canonicalEl.href : null;

    // Open Graph
    const og = {};
    document.querySelectorAll('meta[property^="og:"]').forEach(el => {
      const prop = el.getAttribute('property').replace('og:', '');
      og[prop] = el.content;
    });

    // Twitter Card
    const twitter = {};
    document.querySelectorAll('meta[name^="twitter:"]').forEach(el => {
      const name = el.getAttribute('name').replace('twitter:', '');
      twitter[name] = el.content;
    });

    // hreflang
    const hreflang = [];
    document.querySelectorAll('link[rel="alternate"][hreflang]').forEach(el => {
      hreflang.push({
        lang: el.hreflang,
        href: el.href
      });
    });

    // Preload/prefetch hints
    const resourceHints = [];
    document.querySelectorAll('link[rel="preload"], link[rel="prefetch"], link[rel="preconnect"], link[rel="dns-prefetch"]').forEach(el => {
      resourceHints.push({
        rel: el.rel,
        href: el.href,
        as: el.getAttribute('as') || null,
        crossorigin: el.crossOrigin || null
      });
    });

    return { meta, og, twitter, hreflang, resourceHints };
  }`
})

Phase 3: Analyze Heading Hierarchy

Use the accessibility tree for accurate heading structure, then supplement with DOM analysis.

code

browser_snapshot()

javascript

browser_evaluate({
  function: `() => {
    const headings = [];
    document.querySelectorAll('h1, h2, h3, h4, h5, h6').forEach((el, index) => {
      headings.push({
        level: parseInt(el.tagName[1]),
        text: el.textContent.trim().substring(0, 100),
        index,
        id: el.id || null,
        isVisible: el.offsetParent !== null,
        parentSection: el.closest('section, article, main, aside, nav')?.tagName || null
      });
    });

    // Check hierarchy issues
    const issues = [];
    const h1Count = headings.filter(h => h.level === 1).length;
    if (h1Count === 0) issues.push('No H1 element found');
    if (h1Count > 1) issues.push('Multiple H1 elements found (' + h1Count + ')');

    for (let i = 1; i < headings.length; i++) {
      const gap = headings[i].level - headings[i - 1].level;
      if (gap > 1) {
        issues.push(
          'Heading level skipped: H' + headings[i - 1].level +
          ' -> H' + headings[i].level +
          ' at "' + headings[i].text.substring(0, 40) + '"'
        );
      }
    }

    return {
      total: headings.length,
      h1Count,
      hierarchy: headings,
      issues
    };
  }`
})

Phase 4: Image Alt Text Coverage

javascript

browser_evaluate({
  function: `() => {
    const images = [];
    document.querySelectorAll('img').forEach(img => {
      const hasAlt = img.hasAttribute('alt');
      const altText = img.getAttribute('alt');
      const isDecorative = altText === '';
      const isVisible = img.offsetParent !== null && img.naturalWidth > 0;

      images.push({
        src: (img.src || img.dataset.src || '').substring(0, 150),
        alt: altText,
        hasAlt,
        isDecorative,
        isVisible,
        width: img.naturalWidth,
        height: img.naturalHeight,
        loading: img.loading || null,
        fetchpriority: img.fetchPriority || null,
        inViewport: img.getBoundingClientRect().top < window.innerHeight
      });
    });

    const missingAlt = images.filter(i => !i.hasAlt && i.isVisible);
    const emptyAlt = images.filter(i => i.isDecorative && i.isVisible);
    const withAlt = images.filter(i => i.hasAlt && !i.isDecorative);

    return {
      total: images.length,
      visible: images.filter(i => i.isVisible).length,
      missingAlt: missingAlt.length,
      decorative: emptyAlt.length,
      withAlt: withAlt.length,
      coveragePercent: images.length > 0
        ? Math.round((withAlt.length + emptyAlt.length) / images.filter(i => i.isVisible).length * 100)
        : 100,
      images: images.slice(0, 50)
    };
  }`
})

Phase 5: Structured Data (JSON-LD) Extraction

javascript

browser_evaluate({
  function: `() => {
    const jsonLdScripts = [];
    document.querySelectorAll('script[type="application/ld+json"]').forEach(script => {
      try {
        const data = JSON.parse(script.textContent);
        const items = Array.isArray(data) ? data : [data];
        items.forEach(item => {
          jsonLdScripts.push({
            type: item['@type'] || 'unknown',
            context: item['@context'] || null,
            data: JSON.stringify(item).substring(0, 1000),
            valid: true
          });
        });
      } catch (e) {
        jsonLdScripts.push({
          type: 'parse-error',
          error: e.message,
          raw: script.textContent.substring(0, 200),
          valid: false
        });
      }
    });

    // Also check for microdata
    const microdataItems = [];
    document.querySelectorAll('[itemscope]').forEach(el => {
      microdataItems.push({
        type: el.getAttribute('itemtype') || 'untyped',
        properties: Array.from(el.querySelectorAll('[itemprop]')).map(p => ({
          name: p.getAttribute('itemprop'),
          value: (p.content || p.textContent || p.href || '').substring(0, 100)
        })).slice(0, 20)
      });
    });

    return {
      jsonLd: {
        count: jsonLdScripts.length,
        items: jsonLdScripts
      },
      microdata: {
        count: microdataItems.length,
        items: microdataItems.slice(0, 10)
      }
    };
  }`
})

Phase 6: Link Analysis

javascript

browser_evaluate({
  function: `() => {
    const pageOrigin = window.location.origin;
    const pageUrl = window.location.href;
    const links = [];
    const issues = [];

    document.querySelectorAll('a[href]').forEach(a => {
      const href = a.href;
      let type = 'internal';
      try {
        const linkOrigin = new URL(href, pageUrl).origin;
        if (linkOrigin !== pageOrigin) type = 'external';
      } catch { type = 'invalid'; }

      if (href.startsWith('javascript:')) type = 'javascript';
      if (href === '#' || href === '') type = 'empty';

      const rel = a.getAttribute('rel') || '';
      const hasNofollow = rel.includes('nofollow');
      const hasNoopener = rel.includes('noopener');
      const target = a.getAttribute('target');
      const opensNewTab = target === '_blank';

      // Check for issues
      if (type === 'external' && opensNewTab && !hasNoopener) {
        issues.push('External link opens new tab without rel="noopener": ' + href.substring(0, 100));
      }
      if (type === 'javascript') {
        issues.push('JavaScript href found: ' + a.textContent.trim().substring(0, 50));
      }
      if (type === 'empty') {
        issues.push('Empty/hash-only href: ' + (a.textContent.trim().substring(0, 50) || '(no text)'));
      }

      links.push({
        href: href.substring(0, 200),
        text: (a.textContent || '').trim().substring(0, 80),
        type,
        rel: rel || null,
        target: target || null,
        hasNofollow,
        hasNoopener,
        isVisible: a.offsetParent !== null
      });
    });

    const internal = links.filter(l => l.type === 'internal');
    const external = links.filter(l => l.type === 'external');

    // Check for links with no anchor text
    const emptyTextLinks = links.filter(l =>
      l.isVisible && !l.text && l.type !== 'empty' && l.type !== 'javascript'
    );
    if (emptyTextLinks.length > 0) {
      issues.push(emptyTextLinks.length + ' visible links have no anchor text');
    }

    return {
      total: links.length,
      internal: internal.length,
      external: external.length,
      nofollow: links.filter(l => l.hasNofollow).length,
      issues,
      links: links.slice(0, 100)
    };
  }`
})

Phase 7: Check robots.txt and sitemap.xml

Replace <origin> with the actual page origin.

bash

curl -s "<origin>/robots.txt" | head -50

bash

curl -sI "<origin>/sitemap.xml" | head -20

If sitemap.xml returns 200, fetch the content:

bash

curl -s "<origin>/sitemap.xml" | head -100

Phase 8: Page Performance Indicators Relevant to SEO

javascript

browser_evaluate({
  function: `() => {
    const timing = performance.getEntriesByType('navigation')[0] || {};
    return {
      domContentLoaded: Math.round(timing.domContentLoadedEventEnd || 0),
      loadComplete: Math.round(timing.loadEventEnd || 0),
      ttfb: Math.round(timing.responseStart || 0),
      domElements: document.querySelectorAll('*').length,
      documentSize: document.documentElement.outerHTML.length,
      wordCount: (document.body.innerText || '').split(/\\s+/).filter(w => w.length > 0).length,
      hasServiceWorker: !!navigator.serviceWorker?.controller
    };
  }`
})

Scoring

Assign a score out of 100 based on weighted categories:

Category	Weight	Criteria
Meta Tags	20	Title (60 chars), description (160 chars), canonical, robots
Headings	15	Single H1, no skipped levels, descriptive text
Images	15	Alt text coverage > 95%, no missing alt on visible images
Links	10	No broken patterns, anchor text present, noopener on external _blank
Structured Data	15	Valid JSON-LD present, appropriate schema types
Social	10	OG title/description/image, Twitter card present
Technical	15	Canonical set, hreflang (if multilingual), robots.txt, sitemap.xml

Report Template

markdown

## SEO Audit Report -- <URL>

**Date:** <timestamp>
**SEO Score:** <N>/100

### Meta Tags

| Tag | Value | Status |
|-----|-------|--------|
| Title | "Example Page Title" (28 chars) | PASS (< 60) |
| Description | "A description of..." (142 chars) | PASS (< 160) |
| Canonical | https://example.com/page | PASS |
| Robots | index, follow | PASS |
| Viewport | width=device-width, initial-scale=1 | PASS |
| Language | en | PASS |

### Open Graph

| Property | Value | Status |
|----------|-------|--------|
| og:title | Example Page Title | PASS |
| og:description | A description... | PASS |
| og:image | https://example.com/og.jpg | PASS |
| og:url | https://example.com/page | PASS |
| og:type | website | PASS |

### Twitter Card

| Property | Value | Status |
|----------|-------|--------|
| twitter:card | summary_large_image | PASS |
| twitter:title | Example Page Title | PASS |
| twitter:description | — | MISSING |
| twitter:image | https://example.com/tw.jpg | PASS |

### Heading Hierarchy

H1: Example Page Title H2: Features H3: Feature One H3: Feature Two H2: Pricing H3: Free Tier H3: Enterprise H2: FAQ

code


**H1 Count:** 1 (PASS)
**Level Skips:** None (PASS)

### Image Alt Text

| Metric | Value |
|--------|-------|
| Total Images | 24 |
| With Alt Text | 20 |
| Decorative (alt="") | 2 |
| Missing Alt | 2 |
| Coverage | 92% |

**Missing alt text:**
1. `/images/banner-bg.jpg` (visible, in viewport)
2. `/images/partner-logo.png` (visible)

### Structured Data (JSON-LD)

| Type | Valid | Properties |
|------|-------|------------|
| Organization | Yes | name, url, logo, sameAs |
| BreadcrumbList | Yes | 3 items |
| Article | Yes | headline, datePublished, author |

### Link Analysis

| Type | Count |
|------|-------|
| Internal | 45 |
| External | 12 |
| Nofollow | 3 |
| Issues | 2 |

**Issues:**
1. External link opens new tab without rel="noopener": https://analytics.example.com
2. 1 visible link has no anchor text

### robots.txt

User-agent: * Allow: / Disallow: /admin/ Sitemap: https://example.com/sitemap.xml

code


### sitemap.xml

**Status:** Found (200)
**URLs in sitemap:** 142

### Page Metrics

| Metric | Value |
|--------|-------|
| TTFB | 180 ms |
| DOM Content Loaded | 850 ms |
| DOM Elements | 1,240 |
| Word Count | 1,850 |
| Document Size | 95 KB |

### Recommendations

1. **Add alt text to 2 images:** banner-bg.jpg and partner-logo.png are visible and need descriptive alt text.
2. **Add twitter:description:** Missing Twitter Card description reduces social sharing quality.
3. **Add rel="noopener" to external links:** Security and performance best practice for target="_blank" links.
4. **Word count is adequate (1,850):** Content depth is good for search ranking.
5. **Consider adding FAQ structured data:** FAQ section exists but no FAQPage JSON-LD is present.

Limitations

•Dynamic content: SPAs that render content via JavaScript may require additional wait time. The audit captures the DOM state after the initial wait period.
•JSON-LD validation checks syntax only, not schema.org compliance. Use Google's Rich Results Test for full validation.
•Link status checking is not performed by default to avoid flooding servers. Use the network-request-inspector skill for broken link detection.
•robots.txt and sitemap.xml are fetched via curl from the page origin. If the site uses a different domain for its sitemap, this must be checked manually.
•Mobile-first indexing considerations require running the audit at mobile viewport size. Use browser_resize before navigating for mobile SEO testing.
•Page speed metrics are basic navigation timing. Use the core-web-vitals-audit skill for comprehensive performance analysis.