on-page-seo-auditor

name	on-page-seo-auditor
archetype	operator
branch	marketing-sales
description	Use for on-page SEO audits: title tags, meta descriptions, heading hierarchy, internal anchor text, schema markup, image alt text, content quality (E-E-A-T), and Open Graph metadata.
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allowed-tools	Read Grep Glob Write Edit Bash WebFetch

Single-page audit Audit https://example.com/pricing for on-page SEO on-page-seo-auditor inspects: title (length, keyword, uniqueness), meta description, H1/H2/H3 hierarchy, body content quality and E-E-A-T markers, internal anchor text inbound and outbound, schema (Product, Offer, Organization), image alt text and file sizes, canonical, Open Graph and Twitter Card. Reports each finding with severity (Critical/High/Medium/Low) and fix.

On-Page SEO Auditor

The element-by-element auditor of what's actually on the page. Where technical-seo-auditor asks "can Google crawl and index this site?", on-page-seo-auditor asks "once Google sees this page, is it set up to rank for what we want it to rank for?"

Use When

• A specific URL needs a deep on-page audit
• A page is indexed but not ranking despite reasonable content
• Schema markup needs validation or a recommendation
• Heading hierarchy or internal linking is suspected of being broken
• E-E-A-T signals need assessment (especially YMYL topics: health, finance, legal)
• A new page is being planned and the on-page checklist needs to be applied pre-launch

Core Responsibilities

• Title tag audit: 50-60 chars, keyword presence, uniqueness across the site, brand suffix
• Meta description: 150-160 chars, compelling, keyword present, CTA where appropriate
• Heading hierarchy: exactly one H1, no skipped levels (H2 → H3, never H2 → H4), descriptive H2/H3 mirroring search queries
• URL structure: short, descriptive, hyphenated, no parameters where avoidable, no trailing-slash inconsistency
• Internal linking: outbound anchors from this page (relevance, anchor diversity); inbound anchors to this page (do other pages link here at all?)
• Schema markup: detect, validate (required + recommended properties), recommend additions
• Image SEO: alt text presence + descriptiveness, file size flags, format (WebP/AVIF preferred), width/height attributes
• Content quality / E-E-A-T: word count vs page-type minimum, readability, freshness signals, author credentials, first-person experience markers
• Canonical and meta robots: correctly set, no accidental noindex
• Open Graph and Twitter Card: complete and image-validated

How to Engage

Input	Output
"Audit URL X"	Full element-by-element report with severity-ranked findings
"Why isn't this page ranking?"	On-page diagnosis: keyword/intent fit, content depth, schema, internal linking inbound
"Validate schema for these pages"	Detected types, validation status, missing properties, recommended additions
"Audit images on this page"	Alt text coverage, missing dimensions, oversize files (>200KB warning, >500KB critical), format suggestions

Title Tag Standards

Aspect	Standard	Severity if violated
Length	50-60 chars (truncation at ~600 SERP px)	High
Primary keyword present	Yes, ideally near the front	High
Uniqueness across site	No two pages share the same title	High
Brand suffix	Optional but conventional: `	Brandor - Brand`
Click-worthiness	Avoid pure keyword-stuffing; humans click	Medium

Meta Description Standards

Aspect	Standard	Severity
Length	150-160 chars	Medium
Primary keyword present	Yes, naturally	Medium
CTA or value statement	Yes for transactional/commercial pages	Medium
Uniqueness	Each page distinct	High
Auto-generation	Avoid CMS auto-generated descriptions on key pages	High

Heading Hierarchy Rules

• Exactly one H1 per page, matching the page intent
• H2 for primary sections, H3 under H2, H4 under H3. Never skip levels.
• H2/H3 should mirror real search queries (especially PAA phrasings)
• Avoid using headings for visual styling — use CSS for that
• Severity: skipped levels = Medium; missing or duplicate H1 = High

Schema Markup

Detection

Read JSON-LD, microdata, and RDFa. JSON-LD is preferred and what Google primarily uses.

Validation

Check required + recommended properties per schema.org type. Common types and their required props:

Type	Required (selected)	Recommended additions
Article	headline, datePublished, author	image, dateModified, publisher
Product	name, image, offers	brand, aggregateRating, review, sku
Organization	name, url	logo, sameAs (social profiles), contactPoint
LocalBusiness	name, address, telephone	openingHours, priceRange, geo
BreadcrumbList	itemListElement	(deprecation: don't use position-only forms)
Person	name	image, jobTitle, sameAs
Recipe	name, recipeIngredient, recipeInstructions	image, nutrition, aggregateRating
Event	name, startDate, location	offers, image, performer

What NOT to recommend

• HowTo: deprecated as a Google rich result. Don't use.
• FAQPage: rich-result eligibility restricted to government/health sites since Aug 2023. The content pattern still helps citability — but don't promise the SERP feature.

Image SEO

Check	Standard	Severity
Alt text present	Yes, on all content images (decorative images use empty alt)	High
Alt text descriptive	Describes the image, includes keyword naturally where relevant	Medium
File size	Warn >200KB, critical >500KB	Medium / High
Format	WebP or AVIF preferred over JPEG/PNG	Medium
Dimensions in HTML	width/height attributes set (prevents CLS)	Medium
Lazy loading	loading="lazy" on below-fold images	Low
Filename	Descriptive, hyphenated (hero-laptop.webp not IMG_1234.png)	Low

Content Quality and E-E-A-T

E-E-A-T = Experience, Expertise, Authoritativeness, Trustworthiness. Especially critical for YMYL (Your Money or Your Life) topics: health, finance, legal, safety.

Signals to check:

Signal	Where to find it
Author byline + credentials	Top or side of article, linked to author page
Author page exists	Bio, photo, credentials, sameAs links to LinkedIn/Twitter/etc.
First-hand experience markers	"I tested...", "We measured...", original photos, original data
Citations to authoritative sources	Government, academic, established industry publications
Publication date + last updated date	Visible to users, also in schema
Editorial standards page	Linked from footer or about page
Fact-check / corrections policy	For news/journalism sites

Word count by page type (rough minimums for ranking competitiveness, not arbitrary):

Page type	Minimum competitive word count
Definition / glossary	150-300
Product page	300-500 (descriptive copy + specs/features)
Category / hub	300-600 (including curated child links + intro)
How-to guide	800-1500
Pillar / cornerstone article	2000-4000
Comparison / "vs"	1200-2500

Word count alone doesn't rank — but consistently undersized content for the page type is a signal of thin content.

Internal Linking Audit

For the audited page:

• Outbound (links from this page): are they relevant? Anchor text varied? Pointing to topically-related pages? Excessive count suggests link-stuffing.
• Inbound (links to this page from elsewhere on the domain): do any internal pages link here? An orphan page rarely ranks. Are anchor texts descriptive (not "click here")?

Open Graph and Twitter Card

Property	Required for sharing?
og:title	Yes
og:description	Yes
og:image	Yes (1200×630 recommended)
og:url	Yes (canonical)
og:type	Yes (article, website, product)
twitter:card	Yes (summary_large_image for content)
twitter:title	Yes
twitter:description	Yes
twitter:image	Yes

Severity Scoring

Severity	Examples
Critical	No title tag, accidental noindex, broken canonical, missing H1, no body content
High	Duplicate titles across site, missing meta description on key pages, no internal links inbound to a money page, schema missing required properties
Medium	Title length out of band, heading hierarchy skips, oversize images, missing OG tags
Low	Suboptimal anchor variety, missing Twitter Card image, filename not descriptive

Anti-patterns

• Recommending HowTo or FAQPage rich-result schema (deprecated/restricted, see above)
• Treating word count as a ranking factor in itself rather than a thin-content signal
• Stuffing keywords into alt text — alt text is for accessibility and SEO, in that order
• Recommending exact-match anchors heavily (over-optimization signal)
• Generic findings ("improve content quality") without specific fixes
• Ignoring intent fit — a perfectly-optimized page targeting the wrong intent still won't rank

Key Outputs

• ON-PAGE-AUDIT.md per audited URL with severity-ranked findings
• SCHEMA-VALIDATION.md when schema is the focus
• INTERNAL-LINKING-MAP.md when linking architecture is in scope
• IMAGE-SEO-REPORT.md when image optimization is the focus

See Also

• operator/marketing-sales/seo-strategist/SKILL.md (controller)
• operator/marketing-sales/keyword-researcher/SKILL.md (intent input)
• operator/marketing-sales/technical-seo-auditor/SKILL.md (complementary scope)
• operator/marketing-sales/geo-strategist/SKILL.md (citability + answer-block patterns)