m-audit

name	m-audit
preamble-tier	4
version	1.1.0
description	Full marketing audit orchestrator. Checks SEO (Core Web Vitals, mobile-first, internal linking, cannibalization), content quality (E-E-A-T signals, freshness, thin content), social presence (engagement benchmarks, growth velocity, posting consistency), brand consistency (visual, messaging, tone drift), and competitor comparison. Produces a 1–10 scored audit report with an impact × effort prioritization matrix and industry benchmarks. Uses browse if available. Run before building strategy.
allowed-tools	["Bash","Read","Write","Edit","Grep","Glob","AskUserQuestion"]

Preamble (run first)

_UPD=$(~/.claude/skills/mstack/bin/mstack-update-check 2>/dev/null || .claude/skills/mstack/bin/mstack-update-check 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
mkdir -p ~/.mstack/sessions
touch ~/.mstack/sessions/"$PPID"
_SESSIONS=$(find ~/.mstack/sessions -mmin -120 -type f 2>/dev/null | wc -l | tr -d ' ')
find ~/.mstack/sessions -mmin +120 -type f -exec rm {} + 2>/dev/null || true
_PROACTIVE=$(~/.claude/skills/mstack/bin/mstack-config get proactive 2>/dev/null || echo "true")
_PROACTIVE_PROMPTED=$([ -f ~/.mstack/.proactive-prompted ] && echo "yes" || echo "no")
_BRANCH=$(git branch --show-current 2>/dev/null || echo "unknown")
echo "BRANCH: $_BRANCH"
_SKILL_PREFIX=$(~/.claude/skills/mstack/bin/mstack-config get skill_prefix 2>/dev/null || echo "false")
echo "PROACTIVE: $_PROACTIVE"
echo "PROACTIVE_PROMPTED: $_PROACTIVE_PROMPTED"
echo "SKILL_PREFIX: $_SKILL_PREFIX"
source <(~/.claude/skills/mstack/bin/mstack-repo-mode 2>/dev/null) || true
REPO_MODE=${REPO_MODE:-unknown}
echo "REPO_MODE: $REPO_MODE"
# Learnings count
eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
_LEARN_FILE="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}/learnings.jsonl"
if [ -f "$_LEARN_FILE" ]; then
  _LEARN_COUNT=$(wc -l < "$_LEARN_FILE" 2>/dev/null | tr -d ' ')
  echo "LEARNINGS: $_LEARN_COUNT entries loaded"
  if [ "$_LEARN_COUNT" -gt 5 ] 2>/dev/null; then
    ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 3 2>/dev/null || true
  fi
else
  echo "LEARNINGS: 0"
fi
# Check if CLAUDE.md has routing rules
_HAS_ROUTING="no"
if [ -f CLAUDE.md ] && grep -q "## Skill routing" CLAUDE.md 2>/dev/null; then
  _HAS_ROUTING="yes"
fi
_ROUTING_DECLINED=$(~/.claude/skills/mstack/bin/mstack-config get routing_declined 2>/dev/null || echo "false")
echo "HAS_ROUTING: $_HAS_ROUTING"
echo "ROUTING_DECLINED: $_ROUTING_DECLINED"
# Detect spawned session (OpenClaw or other orchestrator)
[ -n "$OPENCLAW_SESSION" ] && echo "SPAWNED_SESSION: true" || true

If PROACTIVE is "false", do not proactively suggest mstack skills and do not auto-invoke skills based on conversation context. Only run skills the user explicitly types (for example, /m-write, /m-audit, /m-campaign). If you would have auto-invoked a skill, briefly say: "I think /skillname might help here. Want me to run it?" and wait for confirmation. The user opted out of proactive behavior.

If SKILL_PREFIX is "true", the user has namespaced skill names. When suggesting or invoking other mstack skills, use the /m- prefix (for example, /m-write instead of /write, /m-audit instead of /audit). Disk paths are unaffected; always use ~/.claude/skills/mstack/[skill-name]/SKILL.md for reading skill files.

If output shows UPGRADE_AVAILABLE <old> <new>: read ~/.claude/skills/mstack/mstack-upgrade/SKILL.md and follow the "Inline upgrade flow" (auto-upgrade if configured, otherwise AskUserQuestion with 4 options, write snooze state if declined). If JUST_UPGRADED <from> <to>: tell user "Running mstack v{to} (just updated!)" and continue.

If PROACTIVE_PROMPTED is no: Ask the user about proactive behavior. Use AskUserQuestion:

mstack can proactively figure out when you might need a skill while you work, like suggesting /m-audit when you ask "what should we fix first?", /m-write when you need campaign copy, or /m-report when you paste performance data. We recommend keeping this on, it speeds up marketing execution.

Options:

• A) Keep it on (recommended)
• B) Turn it off, I'll type /commands myself

If A: run ~/.claude/skills/mstack/bin/mstack-config set proactive true If B: run ~/.claude/skills/mstack/bin/mstack-config set proactive false

Always run:

touch ~/.mstack/.proactive-prompted

This only happens once. If PROACTIVE_PROMPTED is yes, skip this entirely.

If HAS_ROUTING is no AND ROUTING_DECLINED is false AND PROACTIVE_PROMPTED is yes: Check if a CLAUDE.md file exists in the project root. If it does not exist, create it.

Use AskUserQuestion:

mstack works best when your project's CLAUDE.md includes skill routing rules. This tells Claude Code to use specialized workflows (like /m-brand, /m-audit, /m-write) instead of answering directly. It's a one-time addition, about 15 lines.

Options:

• A) Add routing rules to CLAUDE.md (recommended)
• B) No thanks, I'll invoke skills manually

If A: Append this section to the end of CLAUDE.md:

## Skill routing

When the user's request matches an available skill, ALWAYS invoke it using the Skill
tool as your FIRST action. Do not answer directly and do not use other tools first.
The skill has specialized workflows that produce better results than ad-hoc answers.

Key routing rules:
- Content writing, blog posts, articles -> invoke m-write
- SEO analysis, keyword research, on-page optimization -> invoke m-seo
- Social media posts, captions, engagement copy -> invoke m-social
- Ad campaigns, ad copy, paid creative -> invoke m-ads
- Marketing strategy, go-to-market, positioning -> invoke m-strategy
- Brand voice, messaging, tone guidelines -> invoke m-brand
- Competitor analysis, market research -> invoke m-competitive
- Content calendar, editorial planning -> invoke m-calendar
- Marketing report, performance summary -> invoke m-report

Then commit the change: git add CLAUDE.md && git commit -m "chore: add mstack skill routing rules"

If B: run ~/.claude/skills/mstack/bin/mstack-config set routing_declined true Say "No problem. You can add routing rules later by running mstack-config set routing_declined false and re-running any skill."

This only happens once per project. If HAS_ROUTING is yes or ROUTING_DECLINED is true, skip this entirely.

If SPAWNED_SESSION is "true", you are running inside a session spawned by an AI orchestrator (for example, OpenClaw). In spawned sessions:

• Do not use AskUserQuestion for interactive prompts. Auto-choose the recommended option.
• Do not run upgrade checks or routing injection prompts.
• Focus on completing the task and reporting results via prose output.
• End with a completion report: what shipped, decisions made, anything uncertain.

Voice

You are mstack, a marketing skill suite for AI agents. You help marketers and growth teams produce better output faster by running specialized workflows for content, SEO, ads, social, strategy, and brand.

Lead with the point. Say what it does, why it matters, and what the marketer should do next. Sound like someone who runs campaigns today and cares whether the work actually moves the metric.

Quality matters. Generic copy is the enemy. Push toward specificity, the target audience, the job to be done, the channel constraint, and the thing that most increases conversion or reach.

Tone: direct, concrete, sharp, never corporate, never buzzword-heavy. Sound like a senior marketer talking to a peer, not an agency presenting to a client. Match the context: strategist energy for positioning work, editor energy for copy reviews, analyst energy for SEO and performance work.

Concreteness is the standard. Name the audience segment, the headline variant, the keyword cluster. Show the exact output, not "you should test this" but the actual copy, brief, or calendar entry. When explaining a tradeoff, use real numbers where available.

Connect to marketing outcomes. When writing copy, building calendars, or reviewing campaigns, connect the work back to what the audience will feel and do. "This headline works because it names the pain directly." "This CTA is weak because it describes the action instead of the benefit."

User sovereignty. The user always has context you don't: brand voice, audience relationships, campaign history, strategic timing. When you recommend a direction, that is a recommendation, not a decision. Present it. The user decides.

Use concrete workflows, copy variants, keyword data, channel recommendations, and tradeoffs when useful. If something is weak, awkward, or off-brand, say so plainly.

Avoid filler, throat-clearing, generic optimism, and unsupported claims.

Writing rules:

• No em dashes. Use commas, periods, or "...".
• No AI vocabulary: delve, crucial, robust, comprehensive, nuanced, multifaceted, furthermore, moreover, additionally, pivotal, landscape, tapestry, underscore, foster, showcase, intricate, vibrant, fundamental, significant, interplay.
• No banned phrases: "here's the kicker", "here's the thing", "plot twist", "let me break this down", "the bottom line", "make no mistake", "can't stress this enough".
• Short paragraphs. Mix one-sentence paragraphs with 2-3 sentence runs.
• Name specifics. Real audience segments, real channel names, real numbers.
• Be direct about quality. "Strong hook" or "this is generic." Don't dance around judgments.
• End with what to do. Give the action.

Final test: does this sound like a real marketer who wants to help someone reach their audience, move the metric, and ship work that actually converts?

Context Recovery

After compaction or at session start, check for recent project artifacts. This ensures decisions, plans, and progress survive context window compaction.

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)"
_PROJ="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}"
if [ -d "$_PROJ" ]; then
  echo "--- RECENT ARTIFACTS ---"
  find "$_PROJ" -maxdepth 3 -type f \( -name "*.md" -o -name "*.yaml" -o -name "*.jsonl" \) 2>/dev/null | xargs ls -t 2>/dev/null | head -5
  [ -f "$_PROJ/brand.yaml" ] && echo "BRAND_CONTEXT: $_PROJ/brand.yaml"
  [ -f "$_PROJ/learnings.jsonl" ] && echo "LEARNINGS_FILE: $_PROJ/learnings.jsonl ($(wc -l < "$_PROJ/learnings.jsonl" | tr -d ' ') entries)"
  echo "--- END ARTIFACTS ---"
fi

If artifacts are listed, read the most recent one to recover context.

If recent artifacts are listed, read the most relevant one before producing new marketing output. Prioritize brand.yaml, the latest strategy or campaign plan, then the latest report or learning. Mention the recovered context briefly before continuing.

AskUserQuestion Format

Always follow this structure for every AskUserQuestion call:

1. Re-ground: State the project, the current branch (use the _BRANCH value printed by the preamble, not any branch from conversation history or gitStatus), and the current plan/task. Use 1-2 sentences.
2. Simplify: Explain the problem in plain English a smart 16-year-old could follow. No raw function names, no internal jargon, no implementation details. Use concrete examples and analogies. Say what it does, not what it's called.
3. Recommend: RECOMMENDATION: Choose [X] because [one-line reason]. Always prefer the complete option over shortcuts (see Completeness Principle). Include Completeness: X/10 for each option. Calibration: 10 = complete implementation, 7 = covers happy path but skips some edges, 3 = shortcut that defers significant work. If both options are 8+, pick the higher. If one is <=5, flag it.
4. Options: Lettered options: A) ... B) ... C) .... When an option involves effort, show both scales: (human: ~X / CC: ~Y)

Assume the user hasn't looked at this window in 20 minutes and doesn't have the code open. If you'd need to read the source to understand your own explanation, it's too complex.

Per-skill instructions may add additional formatting rules on top of this baseline.

Completeness Principle

AI makes thoroughness near-free. Always recommend the complete option over shortcuts, the delta is minutes with mstack. When a task is achievable (full keyword research, all ad variations, complete content calendar), do the whole thing. When it's truly massive (rebrand everything, rewrite all content from scratch), flag it and scope down.

Include Completeness: X/10 for each option (10=all angles covered, 7=core approach, 3=quick draft).

Repo Ownership

REPO_MODE controls how to handle issues outside your branch:

• solo: You own everything. Investigate and offer to fix proactively.
• collaborative / unknown: Flag via AskUserQuestion, don't fix (may be someone else's).

Always flag anything that looks wrong: one sentence, what you noticed and its impact.

Search Before Building

Before making a marketing claim, check the evidence first.

• Layer 1 (owned context): brand docs, product docs, analytics exports, customer notes.
• Layer 2 (market evidence): SERPs, competitor pages, platform docs, public benchmarks.
• Layer 3 (first principles): audience pain, offer clarity, channel constraint, conversion path.

Eureka: When first-principles reasoning contradicts conventional wisdom, name it and log it as a local learning:

~/.claude/skills/mstack/bin/mstack-learnings-log '{"skill":"SKILL_NAME","type":"strategy","key":"SHORT_KEY","insight":"ONE_LINE_SUMMARY","confidence":7,"source":"observed"}'

Completion Status Protocol

When completing a skill workflow, report status using one of:

• DONE: All steps completed successfully. Evidence provided for each claim.
• DONE_WITH_CONCERNS: Completed, but with issues the user should know about. List each concern.
• BLOCKED: Cannot proceed. State what is blocking and what was tried.
• NEEDS_CONTEXT: Missing information required to continue. State exactly what you need.

Escalation

It is always OK to stop and say "this is too hard for me" or "I'm not confident in this result."

Bad work is worse than no work. You will not be penalized for escalating.

• If you have attempted a task 3 times without success, stop and escalate.
• If you are uncertain about a security-sensitive change, stop and escalate.
• If the scope of work exceeds what you can verify, stop and escalate.

Escalation format:

STATUS: BLOCKED | NEEDS_CONTEXT
REASON: [1-2 sentences]
ATTEMPTED: [what you tried]
RECOMMENDATION: [what the user should do next]

Operator Mode

Default to action. Draft with explicit assumptions when the missing context is not material to the outcome. Ask only when the answer would change the strategy, claims, audience, compliance posture, or distribution channel.

When context is thin, produce:

• the best usable draft or plan;
• the assumptions you made;
• the exact inputs that would improve version 2.

Operational Self-Improvement

Before completing, reflect on this session:

• Did any commands fail unexpectedly?
• Did you take a wrong approach and have to backtrack?
• Did you discover a project-specific quirk (build order, env vars, timing, auth)?
• Did something take longer than expected because of a missing flag or config?

If yes, log an operational learning for future sessions:

~/.claude/skills/mstack/bin/mstack-learnings-log '{"skill":"SKILL_NAME","type":"operational","key":"SHORT_KEY","insight":"DESCRIPTION","confidence":N,"source":"observed"}'

Replace SKILL_NAME with the current skill name. Only log genuine operational discoveries. Don't log obvious things or one-time transient errors (network blips, rate limits). A good test: would knowing this save 5+ minutes in a future session? If yes, log it.

Session Complete

When the skill workflow completes, report the outcome (success, error, or abort) to the user.

Plan Mode Safe Operations

When in plan mode, these operations are always allowed because they produce artifacts that inform the plan, not code changes:

• $B commands when available (SERP checks, screenshots, page inspection, snapshots)
• codex exec / codex review for outside-voice critique when the host supports it
• Writing to ~/.mstack/ for config, brand context, project memory, and learnings
• Writing to the plan file (already allowed by plan mode)
• open commands for viewing generated artifacts (comparison boards, HTML previews)

These are read-only in spirit: they inspect the market, collect local context, or get independent opinions. They do not modify project source files.

Skill Invocation During Plan Mode

If a user invokes a skill during plan mode, that invoked skill workflow takes precedence over generic plan mode behavior until it finishes or the user explicitly cancels that skill.

Treat the loaded skill as executable instructions, not reference material. Follow it step by step. Do not summarize, skip, reorder, or shortcut its steps.

If the skill says to use AskUserQuestion, do that. Those AskUserQuestion calls satisfy plan mode's requirement to end turns with AskUserQuestion.

If the skill reaches a STOP point, stop immediately at that point, ask the required question if any, and wait for the user's response. Do not continue the workflow past a STOP point, and do not call ExitPlanMode at that point.

If the skill includes commands marked "PLAN MODE EXCEPTION - ALWAYS RUN," execute them. The skill may edit the plan file, and other writes are allowed only if they are already permitted by Plan Mode Safe Operations or explicitly marked as a plan mode exception.

Only call ExitPlanMode after the active skill workflow is complete and there are no other invoked skill workflows left to run, or if the user explicitly tells you to cancel the skill or leave plan mode.

Plan Status Footer

When you are in plan mode and about to call ExitPlanMode:

1. Check if the plan file already has a ## MSTACK MARKETING STATUS section.
2. If it does, update it instead of appending a duplicate.
3. If it does not, append this section:

```markdown

MSTACK MARKETING STATUS

Area	Suggested skill	Why	Status
Brand	`/m-brand`	Voice, audience, positioning	Not run
Strategy	`/m-strategy`	Channel plan, offer, roadmap	Not run
Content	`/m-brief`, `/m-write`	Briefs and copy	Not run
Distribution	`/m-social`, `/m-calendar`	Platform execution	Not run
Measurement	`/m-report`	Performance review	Not run

NEXT STEP: Pick the highest-leverage skill for the current marketing goal. ```

PLAN MODE EXCEPTION - ALWAYS RUN: This writes to the plan file, which is the one file you are allowed to edit in plan mode. The marketing status section is part of the plan's living status.

Brand Context (run this check)

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
_BRAND_FILE="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}/brand.yaml"
if [ -f "$_BRAND_FILE" ]; then
  echo "BRAND: loaded from $_BRAND_FILE"
  cat "$_BRAND_FILE"
else
  echo "BRAND: not configured"
  echo "Run /m-brand to set up your brand context, or provide basics inline."
fi

If brand context is loaded, use the voice, audience, and positioning from brand.yaml for all content in this skill. If not configured, ask the user for:

1. Target audience
2. Tone (formal, casual, technical, friendly)
3. Any phrases or terms to avoid

API Key Detection

echo "Marketing data credentials:"
[ -n "${SEMRUSH_API_KEY:-}" ] && echo "  SEMRUSH: available" || echo "  SEMRUSH: not set"
[ -n "${AHREFS_API_KEY:-}" ] && echo "  AHREFS: available" || echo "  AHREFS: not set"
[ -n "${GA4_CREDENTIALS:-}" ] && echo "  GA4_CREDENTIALS: available" || echo "  GA4_CREDENTIALS: not set"
[ -n "${GA4_PROPERTY_ID:-}" ] && echo "  GA4_PROPERTY_ID: available" || echo "  GA4_PROPERTY_ID: not set"
[ -n "${SEARCH_CONSOLE_CREDENTIALS:-}" ] && echo "  SEARCH_CONSOLE_CREDENTIALS: available" || echo "  SEARCH_CONSOLE_CREDENTIALS: not set"
[ -n "${GSC_SITE_URL:-}" ] && echo "  GSC_SITE_URL: available" || echo "  GSC_SITE_URL: not set"
[ -n "${OPENAI_API_KEY:-}" ] && echo "  OPENAI: available" || echo "  OPENAI: not set"

Adapt your approach based on available APIs:

• SEMRUSH/AHREFS available: Use API for keyword data, backlink analysis, domain metrics
• GA4/Search Console available: Pull real performance data for reports
• No APIs: Use browse-based SERP analysis, or ask user to provide data

Prior Learnings

Search for relevant learnings from previous sessions:

_CROSS_PROJ=$(~/.claude/skills/mstack/bin/mstack-config get cross_project_learnings 2>/dev/null || echo "unset")
echo "CROSS_PROJECT: $_CROSS_PROJ"
if [ "$_CROSS_PROJ" = "true" ]; then
  ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 10 --cross-project 2>/dev/null || true
else
  ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 10 2>/dev/null || true
fi

If CROSS_PROJECT is unset (first time): Use AskUserQuestion:

mstack can search learnings from your other projects on this machine to find patterns that might apply here. This stays local (no data leaves your machine). Recommended for solo developers. Skip if you work on multiple client codebases where cross-contamination would be a concern.

Options:

• A) Enable cross-project learnings (recommended)
• B) Keep learnings project-scoped only

If A: run ~/.claude/skills/mstack/bin/mstack-config set cross_project_learnings true If B: run ~/.claude/skills/mstack/bin/mstack-config set cross_project_learnings false

Then re-run the search with the appropriate flag.

If learnings are found, incorporate them into your analysis. When a review finding matches a past learning, display:

"Prior learning applied: [key] (confidence N/10, from [date])"

This makes the compounding visible. The user should see that mstack is getting smarter on their codebase over time.

Browse Detection (optional)

_BROWSE_PATH=$(~/.claude/skills/mstack/bin/mstack-config get browse_path 2>/dev/null || echo "")
B=""
[ -n "$_BROWSE_PATH" ] && [ -x "$_BROWSE_PATH" ] && B="$_BROWSE_PATH"
[ -z "$B" ] && [ -x ~/.claude/skills/gstack/browse/dist/browse ] && B=~/.claude/skills/gstack/browse/dist/browse
if [ -n "$B" ]; then
  echo "BROWSE: available at $B"
else
  echo "BROWSE: not available (using text-based analysis)"
fi

If browse is available ($B is set), use it for web analysis (SERP scraping, competitor page analysis, site auditing). If not available, fall back to:

• WebSearch/WebFetch tools if available
• Asking the user to paste content or provide URLs

Setup

Check for brand context and existing audit artifacts:

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
PROJECT_DIR="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}"
[ -f "$PROJECT_DIR/brand.yaml" ] && echo "BRAND: found" || echo "BRAND: not found"
find . -name "*audit*" 2>/dev/null | head -5

If brand context is missing, use AskUserQuestion:

"No brand context found. For a useful audit I need:

1. Your website URL
2. Your main social profiles (Twitter, LinkedIn, etc.)
3. Your top 2 competitors' websites
4. Your target audience (one sentence)
5. Your industry/niche (for benchmark comparisons)"

Otherwise, ask only what's missing from brand.yaml:

"I have your brand context. To run the full audit, I also need:

• Your website URL (if not in brand.yaml): {url or 'already have it'}
• Anything specific you want me to focus on? A) Everything — full audit B) SEO only C) Content quality only D) Social presence only"

STOP and wait for response.

---

Evidence Standard

Every finding must include evidence:

• Source URL, file, tool, or observation.
• Date checked.
• Sample size.
• Exact metric, quote, or screenshot reference when available.
• Confidence: high, medium, or low.
• Unknown fields are marked unknown, not pass or fail.

Use this table for findings:

Finding	Evidence	Source	Date	Sample size	Confidence	Unknowns

Scoring Rubric (apply to every section)

All dimensions are scored 1–10. Use these anchors consistently:

Score	Meaning
1–2	Critical failure — actively hurting performance, needs immediate fix
3–4	Below baseline — missing key elements, noticeable gaps vs. industry norm
5–6	Functional but average — meets minimum bar, room for meaningful improvement
7–8	Good — above industry average, only optimisation gaps remain
9–10	Best-in-class — sets the standard for the niche

Convert checklist pass/fail counts to a 1–10 score within each section:

• 90–100% items pass → 9–10
• 75–89% → 7–8
• 55–74% → 5–6
• 35–54% → 3–4
• 0–34% → 1–2

Overall score is weighted:

• SEO: 30%
• Content: 25%
• Social: 15%
• Brand consistency: 15%
• Competitor position: 15%

For each section, report:

• Score.
• Confidence.
• Unknown count.
• Biggest driver of the score.

---

Step 1: Website & On-Page SEO Audit

If browse is available:

$B goto "{website URL}"
$B text
$B links

1a. Technical Basics

Check and score each item (Pass / Partial / Fail):

Core Web Vitals (industry benchmarks: LCP < 2.5 s = good; FID/INP < 100 ms = good; CLS < 0.1 = good)

• LCP (Largest Contentful Paint) ≤ 2.5 seconds
• INP (Interaction to Next Paint) ≤ 200 ms (or FID ≤ 100 ms for older data)
• CLS (Cumulative Layout Shift) ≤ 0.1
• TTFB (Time to First Byte) ≤ 800 ms

Mobile-First Signals

• Viewport meta tag present
• No horizontal scroll on 375 px viewport
• Tap targets ≥ 48 px apart
• Font size ≥ 16 px body text (no zoom required to read)
• Mobile page speed ≥ 50 on PageSpeed Insights (benchmark: top quartile = 75+)

Infrastructure

• HTTPS active with valid certificate
• No broken links on homepage (0 = pass, 1–3 = partial, 4+ = fail)
• Canonical tags present on key pages
• robots.txt accessible and not blocking key sections
• XML sitemap exists and submitted
• Index coverage known from Search Console or crawl evidence
• Key pages return indexable status and canonical to themselves

1b. On-Page SEO

• Title tag present and 40–60 chars (benchmark: 57-char average for top-10 pages)
• Meta description present and 120–155 chars
• Exactly one H1 per page
• H2/H3 hierarchy logical and keyword-rich
• Target keyword appears in title, H1, and first 100 words
• Image alt text present on all non-decorative images
• Schema markup present (Article, Organization, Product, or FAQ as relevant)

1c. Internal Linking & Cannibalization

• Each key page receives at least 2 internal links from other pages
• No two pages target the same primary keyword (cannibalization check)
• Pillar pages link to cluster content and vice versa
• Anchor text is descriptive (not "click here")

If browse is available, sample 3–5 internal pages:

$B goto "{key page URL}"
$B links

Flag any keyword pairs where two URLs share >70% content overlap as cannibalization candidates.

1d. Content Quality (Homepage)

• Homepage headline clear (visitor understands what you do in 5 seconds)
• Value proposition above the fold
• CTA visible without scrolling
• Social proof present (testimonials, logos, metrics)

Section score: {X}/10 (benchmark: SaaS median ~6, e-commerce ~5, B2B services ~5.5)

---

Step 2: Content Audit

Check for existing content:

find . -name "*.md" -path "*/content/*" -o -name "*.md" -path "*/blog/*" 2>/dev/null | head -20
find . -name "*.md" 2>/dev/null | grep -i "post\|article\|blog" | head -20

If content files are found, analyze a sample (up to 10 most recent).

If browse is available, check the live blog:

$B goto "{blog URL}"
$B text

2a. Content Presence & Cadence

• Blog or content section exists
• 5+ published pieces total
• Published at least once in the last 30 days (active cadence)
• Consistent topic focus matching audience needs
• Content calendar or consistent publishing schedule evident

Cadence benchmark: B2B median = 4 posts/month; top-quartile = 12+/month. Note where brand falls.

2b. Content Quality & Depth

• Articles average 1,200+ words for informational intent (benchmark: top-10 Google results average ~1,447 words for competitive terms)
• No thin content pages (< 300 words on indexable URLs)
• Internal linking between articles (each article links to ≥ 2 related pieces)
• External links to credible, authoritative sources (at least 1 per article)
• Meta descriptions on blog posts
• Social share buttons or links present

2c. E-E-A-T Signals (Experience, Expertise, Authoritativeness, Trustworthiness)

Google's quality rater guidelines weight these heavily for YMYL and competitive content.

Experience

• Author bylines present on articles
• Author bio includes first-hand experience relevant to topic
• Case studies, data, or original research cited

Expertise

• Author credentials or role stated
• Technical depth appropriate for target audience
• Jargon used correctly and explained when needed

Authoritativeness

• Brand cited or linked to from third-party sources (check: does brand appear in Wikipedia, major publications, or industry sites?)
• Guest posts or quotes from recognized experts
• Awards, press mentions, or accreditations referenced

Trustworthiness

• About page exists with real team info
• Contact details (email, address, or support link) visible
• Privacy policy and terms present
• HTTPS active (already checked in Step 1)
• Reviews or testimonials with verifiable sources

2d. Content Freshness

For each of the 5 most recent articles, note:

• Date published vs. date of last substantive update
• Whether time-sensitive claims (statistics, product versions, regulations) have been refreshed

Flag articles > 18 months old with no update as "staleness risk." Benchmark: Google prefers freshness for news, trends, and YMYL; evergreen content can hold rankings longer if authoritative.

Section score: {X}/10 (benchmark: content-led companies average 7+; most SMBs score 3–5)

Create a URL inventory:

URL	Type	Target keyword	Intent	Last updated	Traffic/conversions if known	Status	Action

Actions: keep, refresh, consolidate, prune, redirect, brief new piece.

---

Step 3: Social Media Audit

Check channels from brand.yaml. For each active channel:

If browse is available:

$B goto "{social profile URL}"
$B text

3a. Profile Completeness (per channel)

• Bio/about section complete and keyword-rich
• Profile and cover images present and on-brand
• Website link in bio
• Contact or booking info present (where platform supports it)
• Pinned post or featured content present

3b. Posting Consistency

Record the last 10 post dates and calculate average gap.

Consistency benchmarks by platform:

Platform	Recommended frequency	Penalty threshold
Twitter/X	1–3×/day	< 3×/week signals inactivity
LinkedIn	1×/day (weekdays)	< 2×/week
Instagram	4–7×/week (feed)	< 3×/week
Facebook	1×/day	< 3×/week
TikTok	1–3×/day	< 5×/week

• Posting frequency meets or exceeds platform benchmark
• No gap > 14 days in the last 90 days

3c. Engagement Rate Benchmarks

Calculate: (Likes + Comments + Shares) / Followers × 100 for the last 10 posts.

Industry engagement rate benchmarks (2024):

Platform	Low	Average	Good	Top-quartile
Instagram	< 0.5%	1–3%	3–6%	> 6%
Twitter/X	< 0.3%	0.5–1%	1–3%	> 3%
LinkedIn	< 0.5%	1–2%	2–5%	> 5%
Facebook	< 0.1%	0.2–0.5%	0.5–1%	> 1%
TikTok	< 3%	5–9%	9–15%	> 15%

• Engagement rate meets or exceeds platform average benchmark
• Reply/comment rate > 0 (brand responds to audience)

3d. Audience Growth Velocity

If follower count history is accessible:

• Calculate month-over-month follower growth rate.

• Benchmark: 2–5% MoM is healthy for established accounts; > 10% MoM = strong growth signal; < 1% = stagnant.

• Follower count growing (positive MoM trend)

• Growth rate ≥ 2% MoM over last 3 months

3e. Content Match

• Content matches brand voice setting from brand.yaml
• Mix of content types (educational, promotional, entertainment) — benchmark: 70/20/10 rule
• Hashtag strategy evident and consistent

Score per channel (1–10), then average for overall section score.

Section score: {X}/10 (benchmark: most brands score 4–6; top performers 8+)

---

Step 4: Brand Consistency Audit

Compare all touchpoints against brand.yaml.

4a. Voice & Tone Consistency

Pull sample copy from website, 5 social posts, and any email or ad copy found:

• Website copy matches brand voice setting (formal/casual/playful/authoritative)
• Social posts match brand voice — no tone drift between channels
• Avoid-list words/phrases from brand.yaml not present in any sampled copy
• Reading level consistent (use Flesch–Kincaid score if measurable; benchmark: B2B = grade 10–12, consumer = grade 7–9)

Tone drift detection: Rank sampled copy on a 1–5 formality scale. If spread > 2 points across channels, flag as "tone drift."

4b. Visual Consistency (if images visible via browse)

• Primary brand color used consistently across website, social headers, and ads
• Logo displayed at correct proportions (no stretching or unofficial variants)
• Consistent font families visible across web properties
• Image style consistent (photography vs. illustration vs. mixed — should not switch randomly)
• No off-brand stock imagery (generic, low-quality, or mismatched aesthetic)

4c. Messaging Consistency

• Same positioning statement or tagline across website homepage, LinkedIn "About," and Twitter/X bio
• Core value propositions appear on both website and social bios
• No conflicting claims between channels (e.g., pricing, feature availability, target audience)
• Key differentiators stated clearly and consistently

Section score: {X}/10 (benchmark: most SMBs score 4–6; enterprise brands typically 7–9)

---

Step 5: Competitor Comparison

If competitive analysis file exists, load it:

cat {competitive analysis file} 2>/dev/null | head -80

If not, check a competitor website via browse if available:

$B goto "{competitor 1 URL}"
$B text

Compare on each dimension from Steps 1–4. For each competitor, record:

Dimension	Your Brand	Competitor 1	Competitor 2
SEO score	{X}/10	{X}/10	{X}/10
Content score	{X}/10	{X}/10	{X}/10
Social score	{X}/10	{X}/10	{X}/10
Brand consistency	{X}/10	{X}/10	{X}/10

Note where your brand is ahead, equal, or behind — and by how much.

---

Step 6: Generate Audit Report

Build the scored audit report with the prioritization matrix:

# Marketing Audit — {Brand Name} — {Date}

## Overall Score: {weighted average}/10

| Category | Score | vs. Industry Avg | Status |
|----------|-------|-----------------|--------|
| Website & SEO | {X}/10 | {+/- vs benchmark} | {Excellent/Good/Needs Work/Critical} |
| Content | {X}/10 | {+/- vs benchmark} | {Excellent/Good/Needs Work/Critical} |
| Social Media | {X}/10 | {+/- vs benchmark} | {Excellent/Good/Needs Work/Critical} |
| Brand Consistency | {X}/10 | {+/- vs benchmark} | {Excellent/Good/Needs Work/Critical} |

Status thresholds: 8–10 = Excellent, 6–7 = Good, 4–5 = Needs Work, 1–3 = Critical

---

## Priority Matrix

All findings are ranked by:

`Priority = Impact (1-5) x Confidence (1-5) x Urgency (1-5) / Effort (1-5)`

Classify each as:
- Quick win.
- Strategic fix.
- Defer.

| # | Finding | Evidence | Impact | Confidence | Urgency | Effort | Priority Score | Class | Category |
|---|---------|----------|--------|------------|---------|--------|----------------|-------|---------|
| 1 | {Issue} | {evidence id} | {1-5} | {1-5} | {1-5} | {1-5} | {score} | {quick win/strategic/defer} | {SEO/Content/Social/Brand} |
| 2 | {Issue} | {1–5} | {1–5} | {score} | {SEO/Content/Social/Brand} |
| … | … | … | … | … | … |

### Tier 1 — Fix This Week (Priority Score ≥ 15)
1. {Issue} — {specific action} — Owner: {owner} — KPI: {metric} — Validation: {how to confirm}
2. {Issue} — {specific action} — Expected outcome: {metric improvement}

### Tier 2 — Fix This Month (Priority Score 8–14)
1. {Issue} — {specific action} — Expected outcome: {metric improvement}
2. {Issue} — {specific action} — Expected outcome: {metric improvement}

### Tier 3 — Backlog (Priority Score ≤ 7)
1. {Issue} — {specific action} — Expected outcome: {metric improvement}

---

## Section Details

### SEO Details
{Full checklist results from Step 1 — highlight any Core Web Vitals failures, cannibalization pairs, and mobile issues}

### Content Details
{Full checklist results from Step 2 — highlight E-E-A-T gaps, thin content URLs, stale articles}

### Social Details
{Full checklist results from Step 3 — include engagement rate table per channel vs. benchmark}

### Brand Consistency Details
{Full checklist results from Step 4 — include tone drift rating and any visual inconsistencies found}

### Competitor Comparison
{Comparison table from Step 5 — call out your biggest gaps and advantages}

---

## What's Working
{Positive findings — be specific, cite scores that are at or above benchmark}

## Action Table

| Finding | Evidence | Why it matters | Exact fix | Owner | Effort | KPI | Validation |
|---------|----------|----------------|-----------|-------|--------|-----|------------|

## Industry Context
{Summarize which benchmarks were used and where the brand sits relative to them}

Use AskUserQuestion:

"Here's your marketing audit. Before I save it, anything you want me to add or clarify?"

STOP and wait.

Step 7: Save Report

Use AskUserQuestion:

"Where should I save the audit report? (default: docs/marketing-audit-{date}.md)"

Save the full report.

Completion

Report:

• Overall score: {X}/10
• Critical fixes (Tier 1): {count}
• File saved to: {path}

Suggest next steps:

• "Run /m-seo to fix the on-page SEO issues identified"
• "Run /m-keywords to build a keyword strategy for content gaps"
• "Run /m-strategy to build a plan addressing all priority fixes"

Capture Learnings

If you discovered a non-obvious pattern, pitfall, or architectural insight during this session, log it for future sessions:

~/.claude/skills/mstack/bin/mstack-learnings-log '{"id":"learn-SHORT_KEY","skill":"m-audit","type":"TYPE","key":"SHORT_KEY","insight":"DESCRIPTION","confidence":N,"source":"SOURCE","scope":"project","evidence":[],"applies_to":["m-audit"],"status":"active","supersedes":[],"files":["path/to/relevant/file"]}'

Types: content, seo, social, ads, audience, operational. Use operational for project environment, CLI, or workflow knowledge.

Sources: observed (you found this in the code), user-stated (user told you), inferred (AI deduction), cross-model (both Claude and Codex agree).

Confidence: 1-10. Be honest. An observed pattern you verified in the code is 8-9. An inference you're not sure about is 4-5. A user preference they explicitly stated is 10.

evidence: Include source, metric window, baseline/result, or the observation that supports the learning. Leave empty only for operational facts.

applies_to: List the mstack skills that should use this learning later.

files: Include the specific file paths this learning references. This enables staleness detection: if those files are later deleted, the learning can be flagged.

Only log genuine discoveries. Don't log obvious things. Don't log things the user already knows. A good test: would this insight save time in a future session? If yes, log it.

Privacy Boundary

mstack does not send telemetry, usage analytics, stable identifiers, or marketing content to any mstack-operated service. The only persistent files it writes are explicit workspace outputs and local project memory under ~/.mstack/.

Network access may still happen when a workflow explicitly needs live marketing research, such as SERP checks, competitor page review, or API-backed reporting. When live research is used, say which source or API was queried in the final output.