seo-geo-audit

name

seo-geo-audit

description

Performs an expert SEO audit (Local or General) + full GEO analysis: Technical SEO, Core Web Vitals, E-E-A-T, Entity SEO, GEO (AI visibility), UX-Conversion, and competitive analysis with scores /90 and a prioritized action plan. Use this skill for: SEO audit, local/national SEO, Google Business Profile, keyword gap, backlinks, link building, domain authority, cannibalization, featured snippets, Knowledge Panel, Wikidata, AI optimization (ChatGPT, Perplexity, AI Overviews), technical audit, content audit, organic CTR, Core Web Vitals, E-E-A-T. Also triggers for: "why does my competitor outrank me", "improve my SEO", "audit my site", "compare my site to X", "local SEO", "e-commerce SEO", "SaaS SEO", "visibility audit", "my site doesn't rank well", "my site doesn't appear on Google", "optimize for AI search engines", "audite mon site", "améliorer mon référencement", "SEO local".

Skill: Expert SEO Audit (Local or General) + GEO & Competitive Analysis

All responses, analyses and reports are produced in English by default. Switch to the user's language if they explicitly request it (e.g., French, German, Spanish).

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Overview

This skill offers two audit modes depending on the nature of the business:

Mode	For whom?	Blocks activated
🏘️ Local	Local business, artisan, restaurant, doctor, local agency, freelancer...	Technical SEO + Core Web Vitals + Local SEO + E-E-A-T + Entity SEO + GEO + UX-Conversion + Competitors
🌐 General	E-commerce, SaaS, blog, media, national/international brand, B2B, B2C...	Technical SEO + Core Web Vitals + Content & Authority + E-E-A-T + Entity SEO + GEO + UX-Conversion + Competitors

Produces a final expert report with scores, scoring grids, comparison table and prioritized action plan with estimated ROI.

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Step 0: Information gathering

Pipeline integration (if running as part of the SEO system)

Check for these files in the project folder seo-project-[domain]/:

1. site-data.json (from seo-collector) — If present, load it and use the technical data directly. Skip manual questions 1, 11-13 (URL, GSC, GA4, CMS are already known). Still ask questions 2-10 if not answered in the file.

2. client-profile.md (from seo-shared-context) — If present, load it for mode, competitors, objectives, and audience context. Skip any question already answered there.

3. Neither file exists — Run as standalone: ask all questions below.

Ahrefs MCP data (if available in site-data.json)

When site-data.json contains Ahrefs data (mcp_integrations.ahrefs: true), use real metrics throughout the audit:

Audit section	Without Ahrefs	With Ahrefs MCP
Step 2B.2 Authority & Link Building	Estimate referring domains via web search	Real DR, backlink count, referring domains, anchor profile
Step 2B.3 Organic Rankings	Manual keyword search (5-10 queries)	Real keyword positions + volumes for 50+ keywords
Step 3.2 Authority & Trust	Estimate press mentions	Real brand mention data
Step 5.5 Platform Optimization	Estimate domain authority metrics	Real Ahrefs DR + rank
Step 5.6 AI Visibility Test	Manual searches on each AI platform	Brand Radar: real citation data across AI agents
Step 7 Competitive Analysis	Identify competitors via web_search	Pre-identified organic competitors with common keyword counts

When Ahrefs data is present, always note Source: Ahrefs MCP (real data) in the report. When estimated, note Source: web search (estimate).

Manual information gathering (standalone mode)

Ask the user:

ESSENTIAL INFORMATION
─────────────────────
1. URL of the site to audit
2. Mode: Local 🏘️ or General 🌐?
   (If not specified → analyze and suggest the appropriate mode)

3. [If Local] City / target geographic area
4. [If Local] Industry (restaurant, plumber, doctor...)
5. [If General] Main topic and target audience (B2B / B2C)
6. [If General] Site type (e-commerce, blog, SaaS, institutional...)
7. [If General] International presence / multilingual?

COMPETITORS & OBJECTIVES
────────────────────────
8. Competitor URLs to compare (1 to 3, otherwise identify automatically)
9. Primary objective (traffic, leads, sales, brand awareness...)
10. Time horizon (short-term urgency / medium-long term strategy)

ACCESS & TECHNICAL CONTEXT
───────────────────────────
11. Google Search Console available? (key data sharing possible)
12. Google Analytics / GA4 available?
13. CMS used? (WordPress, Shopify, Webflow, Wix, custom...)
14. Known Google penalty history? (manual or algorithmic)
15. Available budget/resources (solo, internal team, agency)

Note: If Analytics/GSC data is not shared, all metrics will be estimates based on observable signals. Clearly state this in the report.

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Step 1: Technical SEO Audit

Use web_search and web_fetch to analyze:

⚠️ Token budget: Always use text_content_token_limit on web_fetch calls. Use 4000 for primary pages, 3000 for competitor/secondary pages, 1000 for robots.txt. See seo-collector/SKILL.md for the full budget table.

1.1 On-Page & Structure

Criterion	Verification	Points
<title> tag	Primary keyword present, 50-60 characters, unique	/2
Meta description	Compelling, 140-160 characters, with call to action	/2
H1	Unique, relevant, contains primary keyword	/1
H2/H3	Logical hierarchy, semantic coverage	/1
URLs	Clean, readable, < 100 characters, no unnecessary parameters	/1
Image ALT tags	Descriptive and present on all key images	/1
Internal linking	Coherent, max depth 3 clicks from homepage	/2

On-Page subtotal: /10

1.2 Technical & Crawlability

Criterion	Verification	Points
HTTPS	Active, valid certificate, no mixed content	/1
Mobile responsive	Adaptive design, no hidden content on mobile	/1
XML Sitemap	Present (/sitemap.xml), submitted to GSC, up to date	/1
Robots.txt	Not blocking important pages (/robots.txt)	/1
404 errors	None on main pages, clean 301 redirects	/1
Redirects	No redirect chains (max 1 hop), no loops	/1
Canonicals	rel="canonical" tags correctly implemented	/1
Duplication	No internal duplicate content	/1
Pagination	Correctly managed (canonical or GSC signal)	/1
Hreflang	Present and correct if multilingual site	/1

Technical subtotal: /10

⚠️ CRITICAL LIMITATION — Schema Markup detection via web_fetch

web_fetch and curl cannot detect JSON-LD structured data injected via JavaScript. Many CMS platforms (WordPress + Yoast, RankMath, AIOSEO; Shopify; Webflow) inject schema client-side — it is invisible in static HTML.

❌ Concluding "no schema detected" based on web_fetch alone = false audit conclusion.

✅ Reliable methods to audit schema:

1. Google Rich Results Test → https://search.google.com/test/rich-results (renders JavaScript)
2. Schema.org Validator → https://validator.schema.org (renders JavaScript)
3. Screaming Frog (if provided by client — renders JavaScript)

Always mention in the report which method was used for schema detection, and flag uncertainty if only web_fetch was available.

1.3 Core Web Vitals (critical block — direct ranking impact)

Search for PageSpeed Insights data (web_search: "PageSpeed Insights [URL]"):

Metric	Good	Needs improvement	Poor	Points
LCP (Largest Contentful Paint) — loading speed: time for the biggest visible element to appear	< 2.5s	2.5–4s	> 4s	/2
CLS (Cumulative Layout Shift) — visual stability: do elements jump around during loading?	< 0.1	0.1–0.25	> 0.25	/2
INP (Interaction to Next Paint) — responsiveness: delay between user action and visual feedback	< 200ms	200–500ms	> 500ms	/2
FCP (First Contentful Paint) — time until first content appears	< 1.8s	1.8–3s	> 3s	/1
TTFB (Time to First Byte) — server response time	< 800ms	800ms–1.8s	> 1.8s	/1
Mobile vs Desktop	Consistent scores	Moderate gap	Gap > 20pts	/2

Scoring grid: Good = full points, Needs improvement = half points, Poor = 0 points

Core Web Vitals subtotal: /10

Overall Technical SEO Score: /30

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Step 2A: Local SEO Audit 🏘️ (Local mode only)

2A.1 Google Business Profile (GBP)

Search "[business name] [city]" on Google and analyze the listing:

Criterion	Verification	Points
Claimed listing	Ownership verified by business	/2
Primary category	Precise and matching the business	/2
Secondary categories	2-5 relevant categories filled in	/1
Photos	Recent (< 6 months), varied (interior, team, products)	/2
Reviews — quantity	> 20 reviews (local pack) / > 50 (very good)	/2
Reviews — rating	≥ 4.5/5 (excellent) / 4.0–4.4 (good) / < 4.0 (needs work)	/2
Review responses	100% of negative reviews responded to, positives ideally too	/2
GBP Posts	Published at least 1×/week	/1
Attributes	Hours, accessibility, payment methods, services filled in	/2
Q&A	Questions/answers present	/1
Products/Services	Section complete with descriptions and prices if applicable	/1
Phone number	Correct and clickable	/1

GBP subtotal: /19 → normalized to /20

2A.2 Citations & NAP Consistency

Criterion	Verification	Points
NAP consistency	Name, Address, Phone identical across all platforms	/4
Local directories	Presence on top 3 directories for the industry (Yelp, TripAdvisor, Healthgrades...)	/3
Industry directories	Listed on key industry-specific platforms	/2
Social media	Facebook/Instagram active with consistent address	/2
Website	Address in footer, complete Contact page	/2
Schema LocalBusiness	Implemented with all key properties	/3
Review structured data	Schema AggregateRating present	/2
Breadcrumb	Schema BreadcrumbList if multi-page site	/1
Open Graph	Correct OG tags for social sharing	/1

Citations & NAP subtotal: /20

2A.3 Local Keywords & Rankings

Search: "[business type] [city]", "[business type] near me", "best [business type] [city]":

Criterion	Verification	Points
Local Pack (3 Maps listings)	Presence in the top 3 listings	/4
Organic position P1-3	On primary keyword [business type] [city]	/4
Organic position P4-10	Presence on first page	/2
Local long tail	Presence on variants and neighborhoods	/2
Google Suggest	Brand appears in autocomplete suggestions	/2
Local Featured Snippet	Position 0 captured	/2
Reviews in SERPs	Star rich snippets visible	/2
FAQ in SERPs	FAQ schema triggers a rich result	/2

Local Keywords subtotal: /20

Local SEO Score: /60 → scaled to /20 in summary

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Step 2B: Content & Authority SEO Audit 🌐 (General mode only)

2B.1 Content Strategy

Criterion	Verification	Points
Topical Authority	Complete and coherent topic coverage	/3
Pillar pages	Long articles (2000+ words), well-structured, comprehensive	/2
Long tail	Questions, comparisons, guides, "how to..." content	/2
Freshness	Recent update dates, regularly refreshed content	/2
Cannibalization	No internal competition on the same keywords	/2
Readability	Score adapted to audience, short paragraphs, lists	/2
Semantic field	Relevant named entities and co-occurrences present	/2
Multimedia content	Images, videos, infographics, podcasts integrated	/2
No thin content	No pages < 300 words without added value	/3

Content subtotal: /20

2B.2 Authority & Link Building

Criterion	Verification	Points
Referring domains	Estimated count (web search)	/3
Source quality	Press, recognized partners, universities, government	/4
Anchor diversity	Natural profile (brand, generic, exact match balanced)	/2
Recent inbound links	Regular acquisition (activity signal)	/2
Toxic links	No apparent spam links	/2
Wikipedia/Wikidata presence	Mentions or dedicated page	/2
Press mentions (unlinked)	Brand mentions without link (authority signal)	/3
Outbound links	To recognized and relevant sources	/2

Link Building subtotal: /20

2B.3 Organic Rankings & Keyword Gap

Search for the 5-10 primary keywords in the industry:

Criterion	Verification	Points
Top 3 positions	On ≥ 2 strategic keywords	/4
Top 10 positions	On ≥ 5 industry keywords	/3
Featured Snippets	≥ 1 position 0 captured	/3
Keyword gap	Competitor keywords not covered identified	/3
Organic CTR	Attractive and differentiating Title/Meta	/3
Seasonality	Content adapted to search peaks	/2
Branded queries	Site dominates on its own name	/2

Rankings subtotal: /20

Content & Authority SEO Score: /60 → scaled to /20 in summary

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Step 3: E-E-A-T Audit (common to both modes)

E-E-A-T = Experience, Expertise, Authoritativeness, Trustworthiness — fundamental criterion from Google's Quality Rater Guidelines, particularly critical for YMYL sites (health, finance, legal...).

3.1 Experience & Expertise

Criterion	Verification	Points
Author pages	Complete bio with photo, credentials, professional network links	/3
Proof of experience	Case studies, client testimonials, portfolio, before/after	/3
Expert content	Source citations, data-backed claims, referenced studies	/2
Content creation date	Site age and domain expertise longevity	/2

Experience & Expertise subtotal: /10

3.2 Authority & Trust

Criterion	Verification	Points
"About" page	History, team, values, certifications	/2
Press mentions	Appearances in recognized media (verify via search)	/2
Certifications & labels	Badges, quality labels, professional memberships	/2
Privacy policy	Present, up to date, GDPR/CCPA compliant	/1
Legal notice	Complete and accessible	/1
Terms of service	Present if commercial site	/1
HTTPS	Basic trust signal (already counted in Technical)	/0
Third-party verified reviews	Trustpilot, Google Reviews, verified platforms	/3
Complete contact info	Physical address, phone, visible email	/2
YMYL signals	For sensitive sectors: disclaimers, "consult a professional" mentions	/3
Active social media	Presence and communication consistency	/3

Authority & Trust subtotal: /20

E-E-A-T Score: /30 → scaled to /10 in summary

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Step 4: Entity SEO (common to both modes)

Entity SEO measures how well the entity (brand, business, person) is recognized by Google and LLMs, independent of keywords. It is the foundation of GEO.

4.1 Entity existence in the Knowledge Graph

Criterion	Verification	Points
Google Knowledge Panel	Side panel present on brand search	/4
Wikidata	Q identifier present, consistent data	/3
Wikipedia	Dedicated page or mention in relevant articles	/3
Google Maps (if local)	Entity correctly linked to Maps listing	/2

Knowledge Graph subtotal: /12 → normalized to /10

4.2 Entity Consistency

Criterion	Verification	Points
Entity name	Identical across all channels (site, social, GBP, Wikidata...)	/3
Schema Organization / LocalBusiness	Present with sameAs pointing to all official profiles	/3
Canonical entity URLs	LinkedIn, Twitter/X, Facebook, YouTube profiles consistent	/2
Geographic anchoring	Consistent address everywhere (if local)	/2

Entity Consistency subtotal: /10

Entity SEO Score: /20 → scaled to /10 in summary

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Step 5: GEO Audit (common to both modes)

GEO (Generative Engine Optimization) measures a site's ability to be cited, summarized or recommended by generative AI: Google AI Overviews, ChatGPT Search, Perplexity, Gemini, Copilot, Claude...

Core principle: AI engines don't "rank" pages — they cite sources. Being cited = the new "being #1". (Source: Princeton/KDD 2024, arXiv:2311.09735)

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5.1 AI Bot Accessibility (critical prerequisite)

A site blocking AI crawlers in its robots.txt is invisible to all AI engines. Verify via web_fetch: "[URL]/robots.txt".

AI Bot	User-agent to allow	Platform	Points
Googlebot	Googlebot	Google AI Overview	/2
GPTBot	GPTBot	ChatGPT (OpenAI)	/2
ChatGPT-User	ChatGPT-User	ChatGPT with browsing	/1
PerplexityBot	PerplexityBot	Perplexity AI	/2
ClaudeBot	ClaudeBot	Claude (Anthropic)	/1
anthropic-ai	anthropic-ai	Claude (Anthropic)	/1
Bingbot	Bingbot	Copilot / Bing	/1

⚠️ Important note: Claude uses Brave Search (not Google or Bing). To be cited by Claude, a site must be indexed by Brave Search AND allow ClaudeBot/anthropic-ai.

Bot Accessibility subtotal: /10

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5.2 Content Optimization — The 9 GEO Methods (Princeton/KDD 2024)

These methods are from peer-reviewed academic research validated on Perplexity.ai (10,000+ queries tested). Percentages indicate the average visibility boost in AI responses.

Method	Boost	How to evaluate	Points
1. Cite sources	+40%	Content cites studies, reports, recognized institutions	/3
2. Add statistics	+37%	Verifiable data with dated sources	/3
3. Add expert quotes	+30%	Quotes attributed to named experts	/2
4. Authoritative tone	+25%	Affirmative, expert language, no vague formulations	/2
5. Accessible content	+20%	Complex concepts explained simply	/2
6. Technical terminology	+18%	Relevant industry jargon used correctly	/2
7. Varied vocabulary	+15%	No repetitions, synonyms, lexical richness	/1
8. Optimized fluency	+15-30%	Well-written text, logical transitions, short paragraphs	/2
9. ❌ Keyword stuffing	-10%	Absence of keyword over-optimization	/3

🏆 Best combination: Fluency + Statistics = maximum boost per the Princeton study.

GEO Methods subtotal: /20

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5.3 Content Structure for LLMs

Criterion	Verification	Points
"Answer-first" format	Direct answer in the first paragraph	/3
Paragraph length	< 3-4 sentences per block	/2
Structured FAQs	Questions/answers in explicit Q&A format	/3
Clear definitions	Services/products defined at the beginning of sections	/2
Lists and tables	Visually structured data	/2
Interrogative headings	H2/H3 phrased as questions ("How...", "Why...")	/2
Unique content	Real added value, not paraphrased from others	/3
Public PDFs	Accessible PDF documents (favored by Perplexity)	/1
Freshness	Content updated within the last 30 days (×3.2 ChatGPT citations)	/2

LLM Structure subtotal: /20

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5.4 Structured Data for AI

Criterion	Verification	Points
Schema FAQPage (JSON-LD)	Present on pages with FAQ — +40% AI visibility	/3
Schema LocalBusiness	[Local mode] Complete with all key properties	/3
Schema Article + dateModified	[General mode] On all articles, with update date	/2
Schema Product / Offer	[E-commerce] On product pages	/2
Schema Organization + sameAs	Links to all official profiles	/2
Schema BreadcrumbList	Structured breadcrumb trail	/1
Schema Review / AggregateRating	Structured customer reviews	/2
Schema HowTo	[If relevant] Step-by-step guides	/2
Open Graph & Twitter Card	Correct social metadata	/1
JSON-LD format	Google-recommended format (vs Microdata)	/2

Structured Data subtotal: /20

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5.5 Platform-Specific Optimization

Evaluate signals specific to each generative engine:

🤖 ChatGPT (OpenAI)

Index: Bing-based + web browsing. #1 factor: Domain Authority

Signal	Target value	Present?
Referring domains	> 350K = 8.4 average citations	✅/❌/🟡
Content freshness	< 30 days = ×3.2 citations	✅/❌/🟡
Branded domain	+11.1 pts vs third-party domains	✅/❌
"Content-Answer Fit"	Content matches ChatGPT response style	✅/❌
Wikipedia/Reddit presence	Preferred sources (7.8% + 1.8% of citations)	✅/❌

🔍 Perplexity AI

3-layer RAG architecture. #1 factor: Semantic relevance

Signal	Target value	Present?
PerplexityBot allowed	robots.txt not blocking	✅/❌
Schema FAQPage	FAQ pages cited more often	✅/❌
Public PDFs	Prioritized for citation	✅/❌
Topical authority	Complete subject coverage	✅/❌
Publication speed	New content evaluated quickly	✅/❌

🌐 Google AI Overview (SGE)

5-step pipeline. #1 factor: E-E-A-T + Knowledge Graph

Signal	Target value	Present?
Strong E-E-A-T	Expertise + Authority + Trust	✅/❌
Knowledge Graph	Entity in Google's knowledge graph	✅/❌
Authoritative citations	+132% visibility with trusted references	✅/❌
Authoritative tone	+89% visibility	✅/❌
Topic clusters	Coherent internal linking by subject	✅/❌

🖥️ Microsoft Copilot / Bing

Bing index. #1 factor: Bing indexation

Signal	Target value	Present?
Indexed by Bing	Verify bing.com/search?q=site:[domain]	✅/❌
Bingbot allowed	robots.txt not blocking	✅/❌
LinkedIn/GitHub presence	Boost in Microsoft ecosystem	✅/❌
Page speed	< 2 seconds	✅/❌

🤖 Claude (Anthropic)

Index: Brave Search (≠ Google/Bing). Crawl/citation ratio: 38,065:1 — very selective

Signal	Target value	Present?
Indexed by Brave Search	Verify search.brave.com/search?q=site:[domain]	✅/❌
ClaudeBot + anthropic-ai allowed	robots.txt not blocking	✅/❌
Factual density	Content rich in verifiable data	✅/❌
Structural clarity	Information easily extractable	✅/❌

Platform Optimization subtotal: /10 (qualitative global assessment)

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5.6 AI Visibility Test

Perform the following searches and note if the site is cited:

[Local mode]

• "best [business type] in [city]" → Google AI Overview present? Site cited?
• "[business type] [city] reviews" → Perplexity / ChatGPT Search → Site mentioned?
• "[business name]" → ChatGPT + Brave Search → Information correct?

[General mode]

• Key informational queries in the industry → AI Overview → Site cited?
• "best [product/service] for [use case]" → Perplexity → Site recommended?
• Long-tail industry questions → ChatGPT → Site mentioned as source?

Test result	Points
Cited in Google AI Overview	/4
Cited in Perplexity	/3
Cited in ChatGPT Search	/3
Indexed and cited via Brave/Claude	/2
Entity information correct in AI engines	/3
No AI bot blocked	/5

AI Visibility Test subtotal: /20

GEO Score: /100 → scaled to /20 in summary

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Step 6: UX & Conversion Audit (common to both modes)

Traffic without conversion doesn't produce business results. This audit detects friction points that drive visitors away.

6.1 User Experience

Criterion	Verification	Points
Navigation	Clear menu, max 7 items at first level	/2
Internal search	Present and functional (if site > 20 pages)	/1
Visual hierarchy	CTAs visible above the fold	/2
Mobile-first design	Touch-optimized interface, buttons ≥ 44px	/2
Readability	Sufficient contrast, font ≥ 16px on mobile	/1
Perceived speed	Progressive loading, no white screen	/1
Accessibility (basic)	Form labels, alt text, visible focus	/1

UX subtotal: /10

6.2 Trust Signals & Conversion

Criterion	Verification	Points
Visible trust signals	Certifications, guarantees, payment security, GDPR/CCPA	/2
Testimonials/Reviews	Visible on key pages (home, service, product)	/2
Primary CTA	Clear, compelling, above-the-fold on all key pages	/2
Contact form	Simple, max 5 fields for first contact	/1
Phone number	Visible at top of page, clickable on mobile	/1
SERP → Landing coherence	Search intent satisfied upon arrival	/2

Conversion subtotal: /10

6.3 Analytics & Tracking Maturity

If site-data.json contains analytics_tracking data (from the collector's Step 5.5), use it directly. Otherwise, check the HTML source manually.

Criterion	Verification	Points
GA4 or equivalent installed	Modern analytics tool detected and active	/2
Tag Manager (GTM)	Container present — enables flexible event tracking	/1
Conversion events configured	E-commerce events (add_to_cart, purchase) or form/CTA tracking detected	/3
Consent management (CMP)	Cookie banner / GDPR-CCPA compliant consent tool present	/1
Heatmap / Session recording	Hotjar, Clarity, or equivalent installed (UX insight capability)	/1
No legacy analytics	Universal Analytics (UA) migrated to GA4	/1
dataLayer structured	GTM dataLayer initialized with meaningful data	/1

Analytics & Tracking subtotal: /10

Maturity assessment (from collector data or manual check):

• 🔴 No analytics (0-2 pts): No GA4, no tracking — flying blind
• 🟡 Basic (3-5 pts): GA4 present but minimal event tracking
• 🟢 Intermediate (6-8 pts): GA4 + GTM + conversion events + consent
• 🟢🟢 Advanced (9-10 pts): Full stack with CDP/product analytics + heatmaps

Why this matters for SEO: Google's ranking signals increasingly rely on user engagement metrics (dwell time, scroll depth, click satisfaction). Without proper tracking, you can't measure whether your SEO improvements are actually driving conversions — and you can't prove ROI to stakeholders.

UX & Conversion Score: /30 → scaled to /10 in summary

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Step 7: Competitive Analysis

For each competitor (identify automatically if not provided via web_search: "[business type] [city/industry] competitor site"), reproduce steps 1 to 6 in a lighter version.

Comparison Table — Local Mode 🏘️

Criterion	My Site	Competitor 1	Competitor 2	Competitor 3
Technical SEO Score /10
Core Web Vitals /10
Local SEO Score /20
E-E-A-T Score /10
Entity SEO Score /10
GEO Score /20
UX & Conversion Score /10
OVERALL SCORE /90
Complete GBP listing	✅/❌
Average review rating
Number of reviews
In Local Pack	✅/❌
Knowledge Panel	✅/❌
Schema LocalBusiness	✅/❌
FAQ present	✅/❌
Cited by AI engines	✅/❌
Mobile speed (LCP)
Analytics maturity
Publishing frequency

Criterion	My Site	Competitor 1	Competitor 2	Competitor 3
Technical SEO Score /10
Core Web Vitals /10
Content & Authority Score /20
E-E-A-T Score /10
Entity SEO Score /10
GEO Score /20
UX & Conversion Score /10
OVERALL SCORE /90
Referring domains (estimated)
Indexed pages (site:)
Featured Snippets captured
Knowledge Panel	✅/❌
Structured schema	✅/❌
FAQ / AI-friendly content	✅/❌
Keyword gap identified
Mobile speed (LCP)
Analytics maturity
Publishing frequency

Qualitative Competitive Analysis

For each competitor, identify:

1. What they do better (3 points max)
2. Their exploitable weaknesses (3 points max)
3. Identified content strategy (dominant content type)
4. Estimated share of voice (% of strategic keywords in top 10)

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Step 8: Final Expert Report

Generate a structured report. The title and introduction clearly indicate the mode used (🏘️ Local or 🌐 General).

Report structure

════════════════════════════════════════════
SEO + GEO EXPERT AUDIT — [SITE NAME]
Mode: [Local 🏘️ / General 🌐] | Date: [MM/DD/YYYY]
════════════════════════════════════════════

1. EXECUTIVE SUMMARY
   ────────────────
   → Overall score: [X]/90
   → Ranking vs competitors: [1st / 2nd / 3rd / 4th]
   → Priority level: [URGENT / MODERATE / GOOD — optimization only]
   → Top 3 strengths
   → Top 3 critical weaknesses
   → Estimated additional traffic potential (if actions are taken)

2. SCORE DASHBOARD
   ────────────────
   | Dimension | Score | /max | Level |
   |---|---|---|---|
   | Technical SEO | | /10 | 🔴/🟡/🟢 |
   | Core Web Vitals | | /10 | 🔴/🟡/🟢 |
   | Local SEO OR Content & Authority | | /20 | 🔴/🟡/🟢 |
   | E-E-A-T | | /10 | 🔴/🟡/🟢 |
   | Entity SEO | | /10 | 🔴/🟡/🟢 |
   | GEO | | /20 | 🔴/🟡/🟢 |
   | UX & Conversion | | /10 | 🔴/🟡/🟢 |
   | **TOTAL** | | **/90** | |
   
   Legend: 🔴 < 50% | 🟡 50-75% | 🟢 > 75%

3. DETAILED RESULTS BY DIMENSION
   For each dimension:
   - Score obtained + justification
   - Strengths identified
   - Weaknesses identified
   - Source data cited

4. COMPETITIVE ANALYSIS
   - Complete comparison table (adapted to mode)
   - Site positioning in the market
   - What competitors do better → opportunities
   - Exploitable differentiators
   - Keyword gap: top 10 priority keywords to target

5. PRIORITIZED ACTION PLAN WITH ESTIMATED ROI
   
   🟢 QUICK WINS (< 1 week — fast impact)
   For each action:
   - Precise description
   - Estimated effort (hours)
   - Potential impact (traffic / leads / positions)
   - Estimated ROI (e.g., "+15-25% clicks in 2-4 weeks")
   - Required resources (solo / developer / writer)
   
   🟡 MEDIUM TERM (1-3 months)
   [Same format]
   
   🔴 LONG TERM (3-6 months)
   [Same format]

6. TRACKING METRICS TO IMPLEMENT
   Recommended KPIs:
   - Impressions & clicks (GSC — weekly)
   - Average positions on 10 target keywords
   - Organic traffic (GA4 — monthly)
   - [Local] GBP rating and review count
   - [Local] Calls and directions from GBP
   - [General] Referring domains (monthly)
   - AI citations (monthly test)
   
   Alerts to configure:
   - Google Alerts on brand name
   - Google Alerts on main competitors
   - Search Console: coverage and performance alerts

7. GLOSSARY (for non-technical clients)
   Define the technical terms used in the report.

8. CONCLUSION & NEXT STEPS
   - 3-sentence synthesis
   - Re-audit recommendation in 3 months
   - Monthly KPI tracking proposal

Delivery format

• Default: full report in Markdown in the conversation
• On request: generate a professional .docx via the docx skill
• Always offer an export at the end of the report
• Always offer follow-up: "Would you like me to monitor these indicators in 3 months?"

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Step 9: Pipeline output (for the Implementer skill)

This step runs automatically after the report is generated. It produces a structured JSON file that the seo-implementer skill can consume directly to generate fix files.

Save the following file to seo-project-[domain]/audit-actions.json:

{
  "metadata": {
    "audit_date": "[ISO 8601]",
    "domain": "[domain]",
    "mode": "local|general",
    "overall_score": 0,
    "overall_max": 90
  },
  "scores": {
    "technical_seo": { "score": 0, "max": 10 },
    "core_web_vitals": { "score": 0, "max": 10 },
    "local_or_content": { "score": 0, "max": 20, "type": "local|content_authority" },
    "eeat": { "score": 0, "max": 10 },
    "entity_seo": { "score": 0, "max": 10 },
    "geo": { "score": 0, "max": 20 },
    "ux_conversion": { "score": 0, "max": 10 }
  },
  "fixes_needed": {
    "meta_tags": [
      {
        "url": "https://example.com/page",
        "issue": "title_too_short|meta_missing|h1_missing|h1_duplicate",
        "current_value": "[current title/meta/h1 or null]",
        "suggested_value": "[recommended title/meta/h1]",
        "priority": "high|medium|low"
      }
    ],
    "schema_markup": [
      {
        "url": "https://example.com/",
        "missing_type": "Organization|LocalBusiness|FAQPage|Product|BreadcrumbList|Article",
        "properties_needed": ["name", "url", "sameAs", "..."],
        "priority": "high|medium|low"
      }
    ],
    "robots_txt": {
      "needs_update": true,
      "blocked_bots": ["PerplexityBot"],
      "recommended_additions": ["Allow: /\nUser-agent: PerplexityBot"],
      "priority": "high"
    },
    "redirects": [
      {
        "from": "/old-path",
        "to": "/new-path",
        "type": "301",
        "reason": "404_error|chain_redirect|duplicate"
      }
    ],
    "content": [
      {
        "url": "https://example.com/page",
        "issue": "thin_content|outdated|no_faq|no_answer_first",
        "recommendation": "[specific content recommendation]",
        "priority": "high|medium|low"
      }
    ],
    "technical": [
      {
        "issue": "missing_sitemap|missing_canonical|mixed_content|slow_lcp|hreflang_error",
        "details": "[specific details]",
        "fix": "[specific fix instruction]",
        "priority": "high|medium|low"
      }
    ]
  },
  "action_plan": {
    "quick_wins": [
      {
        "action": "[description]",
        "effort_hours": 0,
        "impact": "[traffic/leads/positions impact]",
        "roi_estimate": "[e.g. +15-25% clicks in 2-4 weeks]"
      }
    ],
    "medium_term": ["..."],
    "long_term": ["..."]
  }
}

Also save the human-readable report to seo-project-[domain]/audit-report.md.

Pattern 2 applied: The audit produces two outputs — a human-readable report (Markdown) and a machine-readable action file (JSON). The Implementer reads the JSON to generate fix files automatically. The Monitor reads both to compare against future crawls.

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Best practices & important notes

Data reliability

• Always cite sources of data found (URL + date of consultation)
• If data is inaccessible (private site, no API), clearly indicate with 🔍 "Estimate based on [method]"
• Scores are estimates based on observable signals, not official Google data
• Without GSC/GA4 access, specify the uncertainty in the report

Industry adaptation

Industry	Specific priorities
Restaurant / Hotel	GBP +++, reviews, photos, structured menu
Health / Medical	E-E-A-T +++, YMYL, disclaimers
Finance / Legal	E-E-A-T +++, YMYL, expert authors
E-commerce	Product schema, Core Web Vitals, faceted navigation
SaaS / B2B	Topical Authority, industry backlinks, case studies
Artisan / SMB	GBP, NAP, local citations

Edge case handling

• Inaccessible site (server error, maintenance): note, retry after 5 min, continue with available data
• Unknown competitor: identify via web_search: "[business type] [city/industry]" top 3 organic results
• Multilingual site: audit the primary language, note hreflang issues separately
• Site under construction: clearly indicate and audit what is accessible

Ethics & transparency

• Never fabricate metrics or rankings
• Systematically indicate the margin of uncertainty for estimates
• Remind that recommendations are best practices, not guaranteed results

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Reference: Content writing recommendations

When the audit leads to editorial recommendations (page rewriting, text optimization, content creation), read the file ai-writing-detection.md to:

• Avoid typical AI writing markers in examples provided to the client (em dash, "leverage", "robust", "in today's digital age"...)
• Ensure that optimized content examples look natural and human
• Identify these same patterns as unedited AI content signal during client content audit — a negative E-E-A-T factor

Read this file only when the audit includes an editorial component, not systematically.