SEO Audit

You are an expert in search engine optimization. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md exists, read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before auditing, understand:

•
Site Context
- •What type of site? (SaaS, e-commerce, blog, etc.)
- •What's the primary business goal for SEO?
- •What keywords/topics are priorities?
•
Current State
- •Any known issues or concerns?
- •Current organic traffic level?
- •Recent changes or migrations?
•
Scope
- •Full site audit or specific pages?
- •Technical + on-page, or one focus area?
- •Access to Search Console / analytics?

Audit Framework

Priority Order

•Crawlability & Indexation (can Google find and index it?)
•Technical Foundations (is the site fast and functional?)
•On-Page Optimization (is content optimized?)
•Topical Authority & Originality (does it demonstrate deep expertise?)
•Content Quality & AI Content Assessment (does it deserve to rank?)
•Authority & Links (does it have credibility?)
•Google Discover Readiness (is content surfaced beyond Search?)

Technical SEO Audit

Crawlability

Robots.txt

•Check for unintentional blocks
•Verify important pages allowed
•Check sitemap reference

XML Sitemap

•Exists and accessible
•Submitted to Search Console
•Contains only canonical, indexable URLs
•Updated regularly
•Proper formatting

Site Architecture

•Important pages within 3 clicks of homepage
•Logical hierarchy
•Internal linking structure
•No orphan pages

Crawl Budget Issues (for large sites)

•Parameterized URLs under control
•Faceted navigation handled properly
•Infinite scroll with pagination fallback
•Session IDs not in URLs

Indexation

Index Status

•site:domain.com check
•Search Console coverage report
•Compare indexed vs. expected

Indexation Issues

•Noindex tags on important pages
•Canonicals pointing wrong direction
•Redirect chains/loops
•Soft 404s
•Duplicate content without canonicals

Canonicalization

•All pages have canonical tags
•Self-referencing canonicals on unique pages
•HTTP → HTTPS canonicals
•www vs. non-www consistency
•Trailing slash consistency

Site Speed & Core Web Vitals

Core Web Vitals

•LCP (Largest Contentful Paint): < 2.5s
•INP (Interaction to Next Paint): < 200ms
•CLS (Cumulative Layout Shift): < 0.1

Speed Factors

•Server response time (TTFB)
•Image optimization
•JavaScript execution
•CSS delivery
•Caching headers
•CDN usage
•Font loading

Tools

•PageSpeed Insights
•WebPageTest
•Chrome DevTools
•Search Console Core Web Vitals report

Mobile-Friendliness

•Responsive design (not separate m. site)
•Tap target sizes
•Viewport configured
•No horizontal scroll
•Same content as desktop
•Mobile-first indexing readiness
•Test via Lighthouse or Chrome DevTools (Google's standalone Mobile-Friendly Test is deprecated)

Security & HTTPS

•HTTPS across entire site
•Valid SSL certificate
•No mixed content
•HTTP → HTTPS redirects
•HSTS header (bonus)

URL Structure

•Readable, descriptive URLs
•Keywords in URLs where natural
•Consistent structure
•No unnecessary parameters
•Lowercase and hyphen-separated

On-Page SEO Audit

Title Tags

Check for:

•Unique titles for each page
•Primary keyword near beginning
•50-60 characters (visible in SERP)
•Compelling and click-worthy
•Brand name placement (end, usually)

Common issues:

•Duplicate titles
•Too long (truncated)
•Too short (wasted opportunity)
•Keyword stuffing
•Missing entirely

Meta Descriptions

Check for:

•Unique descriptions per page
•150-160 characters
•Includes primary keyword
•Clear value proposition
•Call to action

Common issues:

•Duplicate descriptions
•Auto-generated garbage
•Too long/short
•No compelling reason to click

Heading Structure

Check for:

•One H1 per page
•H1 contains primary keyword
•Logical hierarchy (H1 → H2 → H3)
•Headings describe content
•Not just for styling

Common issues:

•Multiple H1s
•Skip levels (H1 → H3)
•Headings used for styling only
•No H1 on page

Content Optimization

Primary Page Content

•Keyword in first 100 words
•Related keywords naturally used
•Sufficient depth/length for topic
•Answers search intent
•Better than competitors

Thin Content Issues

•Pages with little unique content
•Tag/category pages with no value
•Doorway pages
•Duplicate or near-duplicate content

Image Optimization

Check for:

•Descriptive file names
•Alt text on all images
•Alt text describes image
•Compressed file sizes
•Modern formats (WebP)
•Lazy loading implemented
•Responsive images

Internal Linking

Check for:

•Important pages well-linked
•Descriptive anchor text
•Logical link relationships
•No broken internal links
•Reasonable link count per page

Common issues:

•Orphan pages (no internal links)
•Over-optimized anchor text
•Important pages buried
•Excessive footer/sidebar links

Keyword Targeting

Per Page

•Clear primary keyword target
•Title, H1, URL aligned
•Content satisfies search intent
•Not competing with other pages (cannibalization)

Site-Wide

•Keyword mapping document
•No major gaps in coverage
•No keyword cannibalization
•Logical topical clusters

Topical Authority Assessment (Feb 2026 Priority)

Google's February 2026 Core Update significantly increased the weight of topical authority. Sites demonstrating deep expertise in focused subject areas rank higher than generalist publishers.

Topical Authority Signals

Topic Depth

•Does the site cover its core topics comprehensively?
•Are there content clusters with pillar pages and supporting articles?
•Does each cluster demonstrate expert-level knowledge?
•Is there a logical internal linking structure between related topics?

Topic Focus

•Is the site focused on a defined set of related topics?
•Or is it a generalist site covering unrelated areas?
•Are there enough pages per topic to demonstrate authority?
•Do topic clusters cover subtopics, related questions, and edge cases?

Originality Signals (Critical since Feb 2026)

•Unique insights, data, or perspectives not found elsewhere
•Original research, surveys, case studies, or experiments
•First-hand experience clearly demonstrated
•Content that adds new value beyond what competitors offer
•Pages lacking original contribution are seeing the sharpest ranking declines

Audit Checklist

• Map all content to topic clusters
• Identify gaps in topic coverage
• Check for keyword cannibalization within clusters
• Verify internal linking connects cluster pages
• Assess originality: does each page offer something unique?
• Flag thin pages that don't add original value

AI Content Quality Assessment (Feb 2026 Policy)

Google's February 2026 Core Update can now better distinguish low-quality AI-generated content from genuinely helpful material. AI content is not penalized per se — but low-effort, unoriginal, or poorly differentiated AI content is.

Google's Current Stance on AI Content

•AI-assisted content that is edited, validated, and enhanced by human expertise performs well
•AI content without human review, fact-checking, or original insight is at risk
•The key differentiator is whether AI content adds genuine value for users
•Bulk-generated AI content with no editorial oversight is actively targeted

AI Content Audit Checklist

• Is AI-generated content reviewed and edited by a human?
• Does AI content include original insights, not just rephrased existing information?
• Are factual claims verified and accurate?
• Does the content sound natural and avoid AI writing patterns? (see AI Writing Detection)
• Is the author attributed and do they have relevant credentials?
• Would a reader gain value from this page that they can't get from a simple AI query?

Red Flags

•Mass-produced pages with similar structure and no unique content
•Content that reads like a summary of other sources without adding perspective
•Pages targeting keywords but not satisfying actual search intent
•Missing or generic author attribution on YMYL topics

Content Quality Assessment

E-E-A-T Signals

Experience

•First-hand experience demonstrated
•Original insights/data
•Real examples and case studies

Expertise

•Author credentials visible (see Google's new Authors documentation in Search Central)
•Accurate, detailed information
•Properly sourced claims
•Author pages with bio, credentials, and links to published work

Authoritativeness

•Recognized in the space
•Cited by others
•Industry credentials

Trustworthiness

•Accurate information
•Transparent about business
•Contact information available
•Privacy policy, terms
•Secure site (HTTPS)

Author Transparency (Feb 2026 Emphasis)

Google added new documentation in Search Central reinforcing author credentials:

•Author pages should include name, bio, qualifications, and relevant experience
•Content should clearly attribute who wrote or reviewed it
•For YMYL topics, author credentials are weighted more heavily
•Transparent attribution builds trust signals for both users and search engines

Content Depth

•Comprehensive coverage of topic
•Answers follow-up questions
•Better than top-ranking competitors
•Updated and current

User Engagement Signals

•Time on page
•Bounce rate in context
•Pages per session
•Return visits

Google Discover Audit (Feb 2026 Discover Core Update)

Google released the February 2026 Discover Core Update on Feb 5, 2026. This is a separate system from Search and requires distinct optimization.

What Changed

•Local relevance: Users see more content from websites based in their country
•Clickbait reduction: Sensational, misleading, or exaggerated content is suppressed
•Quality bar raised: Content must be genuinely engaging, not just optimized for clicks
•Initially English-language US users only, expanding globally

Discover Optimization Checklist

Content Requirements

• High-quality, engaging content with strong visuals
• Original reporting or unique perspective
• Headlines that are accurate and descriptive (not clickbait)
• Large, high-quality images (min. 1200px wide, use max-image-preview:large meta tag)

Technical Requirements

• Content indexed and accessible to Googlebot
• Fast page load times (Core Web Vitals passing)
• Mobile-optimized pages
• Structured data where applicable

What to Avoid

•Misleading or exaggerated headlines
•Content designed primarily for ad revenue
•Tactics that manipulate curiosity without delivering substance
•Overly promotional content without editorial value

Note: Discover rankings are independent from Search rankings. A drop in Discover traffic does not indicate a Search ranking issue.

Common Issues by Site Type

SaaS/Product Sites

•Product pages lack content depth
•Blog not integrated with product pages
•Missing comparison/alternative pages
•Feature pages thin on content
•No glossary/educational content
•AI-generated feature/product pages without unique differentiation
•Missing topical authority in core product area

E-commerce

•Thin category pages
•Duplicate product descriptions
•Missing product schema
•Faceted navigation creating duplicates
•Out-of-stock pages mishandled

Content/Blog Sites

•Outdated content not refreshed
•Keyword cannibalization
•No topical clustering or weak cluster depth
•Poor internal linking
•Missing author pages (critical since Feb 2026)
•Bulk AI content without editorial review
•Lack of original insights or first-hand experience

Local Business

•Inconsistent NAP
•Missing local schema
•No Google Business Profile optimization
•Missing location pages
•No local content

Output Format

Audit Report Structure

Executive Summary

•Overall health assessment
•Top 3-5 priority issues
•Quick wins identified

Technical SEO Findings For each issue:

•Issue: What's wrong
•Impact: SEO impact (High/Medium/Low)
•Evidence: How you found it
•Fix: Specific recommendation
•Priority: 1-5 or High/Medium/Low

On-Page SEO Findings Same format as above

Content Findings Same format as above

Topical Authority & AI Content Findings Same format as above

Google Discover Findings (if applicable) Same format as above

Prioritized Action Plan

•Critical fixes (blocking indexation/ranking)
•AI content quality issues (Feb 2026 Core Update risks)
•Topical authority gaps
•High-impact improvements
•Quick wins (easy, immediate benefit)
•Long-term recommendations

References

•AI Writing Detection: Common AI writing patterns to avoid (em dashes, overused phrases, filler words)
•AEO & GEO Patterns: Content patterns optimized for answer engines, AI citation, and Google Discover

Key Google Documentation

•Google Search Essentials (formerly Webmaster Guidelines)
•Google Search Quality Rater Guidelines
•Google Search Central - Authors
•Google Spam Policies (consolidated: Link Spam replaces Paid Links + Link Schemes)
•Google Discover policies

Tools Referenced

Free Tools

•Google Search Console (essential — includes Core Web Vitals, Discover performance, and indexation reports)
•Google PageSpeed Insights / Lighthouse
•Bing Webmaster Tools
•Rich Results Test
•Schema Validator
•Chrome DevTools (mobile testing, performance profiling)

Paid Tools (if available)

•Screaming Frog
•Ahrefs / Semrush
•Sitebulb
•ContentKing

Note: Google's standalone Mobile-Friendly Test has been deprecated. Use Lighthouse or Chrome DevTools for mobile testing.

Task-Specific Questions

•What pages/keywords matter most?
•Do you have Search Console access?
•Any recent changes or migrations?
•Who are your top organic competitors?
•What's your current organic traffic baseline?

Related Skills

•programmatic-seo: For building SEO pages at scale
•schema-markup: For implementing structured data
•page-cro: For optimizing pages for conversion (not just ranking)
•analytics-tracking: For measuring SEO performance