marketing-seo

name	marketing-seo
version	1.0.0
description	SEO content audit — on-page SEO checklist, E-E-A-T assessment, keyword analysis, technical SEO, content gap analysis, schema markup, and Core Web Vitals. Produces SEO-AUDIT.md. Use via /marketing seo <url>.
allowed-tools	["Bash","Read","WebFetch","Write"]

SEO Content Audit

Skill Purpose

Perform a comprehensive SEO audit of a webpage or website, covering on-page SEO, content quality (E-E-A-T), keyword analysis, technical SEO, and content strategy. This skill combines automated analysis via scripts/analyze_page.py with expert-level manual review to produce an actionable SEO audit document.

When to Use

• User provides a URL and asks for SEO analysis, audit, or recommendations
• User wants to improve organic search rankings and traffic
• User asks about on-page SEO, meta tags, content quality, or technical SEO
• User wants a content gap analysis or content strategy recommendations
• Triggered by /market seo <url> or /market seo

How to Execute

Step 1: Run Automated Analysis

Use the Python analysis script to gather baseline data:

python3 scripts/analyze_page.py <url>

This script extracts:

• Title tag and meta description
• Open Graph tags
• Heading hierarchy (H1-H6)
• Links (internal and external)
• Images and alt text status
• Forms and CTAs
• Schema/structured data
• Social links
• Tracking scripts
• Viewport meta tag (mobile-friendliness indicator)
• Canonical tag
• Robots meta directives

Capture the JSON output and use it as the foundation for the manual analysis.

Step 2: On-Page SEO Checklist

Evaluate each element and score it as Pass, Needs Work, or Fail.

Title Tag

Criteria	Best Practice	Check
Exists	Every page must have a unique title tag	Pass/Fail
Length	50-60 characters (displays fully in SERPs)	Pass/Needs Work/Fail
Primary keyword	Contains the primary target keyword	Pass/Needs Work/Fail
Keyword position	Primary keyword appears near the beginning	Pass/Needs Work/Fail
Brand name	Includes brand name (typically at the end, separated by pipe or dash)	Pass/Needs Work/Fail
Uniqueness	Different from other pages on the site	Pass/Fail
Compelling	Would a searcher want to click this?	Pass/Needs Work/Fail

Common title tag mistakes:

• Too long (truncated in search results)
• Missing primary keyword
• Keyword stuffing ("Best SEO Tool | Top SEO Tool | SEO Software | SEO Platform")
• Using the same title across multiple pages
• Generic titles ("Home", "Welcome", "Page 1")
• Missing brand name

Meta Description

Criteria	Best Practice	Check
Exists	Every page should have a meta description	Pass/Fail
Length	150-160 characters	Pass/Needs Work/Fail
Primary keyword	Naturally includes the target keyword	Pass/Needs Work/Fail
Call to action	Includes a reason to click	Pass/Needs Work/Fail
Unique	Different from other pages	Pass/Fail
Compelling	Acts as ad copy for the search result	Pass/Needs Work/Fail

Heading Hierarchy (H1-H6)

Criteria	Best Practice	Check
H1 exists	Exactly one H1 per page	Pass/Fail
H1 contains keyword	Primary keyword in the H1	Pass/Needs Work/Fail
H1 differs from title	H1 and title tag are different (but related)	Pass/Needs Work/Fail
Logical hierarchy	H2 under H1, H3 under H2 (no skipping levels)	Pass/Needs Work/Fail
Descriptive subheadings	H2s and H3s describe content sections clearly	Pass/Needs Work/Fail
Keywords in subheadings	Secondary keywords appear naturally in H2s/H3s	Pass/Needs Work/Fail
Not overused	Headers used for structure, not styling	Pass/Needs Work/Fail

Image Optimization

Criteria	Best Practice	Check
Alt text	Every image has descriptive alt text	Pass/Needs Work/Fail
Alt text quality	Alt text describes the image and includes keywords naturally	Pass/Needs Work/Fail
File names	Descriptive filenames (not IMG_001.jpg)	Pass/Needs Work/Fail
File size	Images optimized for web (WebP preferred, compressed)	Pass/Needs Work/Fail
Lazy loading	Below-fold images use lazy loading	Pass/Needs Work/Fail
Responsive images	Uses srcset or picture element for different sizes	Pass/Needs Work/Fail
Decorative images	Decorative images have empty alt="" (not missing alt)	Pass/Needs Work/Fail

Internal Linking

Criteria	Best Practice	Check
Internal links present	Page links to other relevant pages on the site	Pass/Needs Work/Fail
Anchor text	Internal link anchor text is descriptive (not "click here")	Pass/Needs Work/Fail
Deep linking	Links go to specific pages, not just homepage	Pass/Needs Work/Fail
Relevant context	Links are contextually relevant to surrounding content	Pass/Needs Work/Fail
Reasonable count	3-10 internal links per 1,000 words of content	Pass/Needs Work/Fail
Broken links	No broken internal links (404s)	Pass/Fail

URL Structure

Criteria	Best Practice	Check
Readable	URL is human-readable and descriptive	Pass/Needs Work/Fail
Keywords	URL contains relevant keywords	Pass/Needs Work/Fail
Length	Under 75 characters (ideally under 60)	Pass/Needs Work/Fail
Hyphens	Words separated by hyphens (not underscores)	Pass/Fail
Lowercase	All lowercase characters	Pass/Fail
No parameters	Clean URLs without unnecessary query parameters	Pass/Needs Work/Fail
Trailing slashes	Consistent use (either always or never)	Pass/Needs Work/Fail

Step 3: Content Quality Assessment (E-E-A-T)

Evaluate the content against Google's E-E-A-T framework:

Experience

Does the content demonstrate first-hand experience with the topic?

Check for:

• Personal anecdotes, case studies, or real-world examples
• Screenshots, photos, or evidence of hands-on experience
• Specific details that only someone with experience would know
• "I did X and here's what happened" type content

Score: Strong / Present / Weak / Missing

Expertise

Does the author have demonstrated knowledge in this subject?

Check for:

• Author bio with relevant credentials
• Depth of content (not superficial)
• Accurate information and data
• Proper use of industry terminology
• Links to authoritative sources

Score: Strong / Present / Weak / Missing

Authoritativeness

Is the website and author recognized as an authority on this topic?

Check for:

• Author bylines with real names and bios
• About page with company background
• Industry awards or certifications
• Backlinks from authoritative sites
• Media mentions or press coverage
• Guest posts on industry publications

Score: Strong / Present / Weak / Missing

Trustworthiness

Can users trust this content and this website?

Check for:

• HTTPS (SSL certificate)
• Privacy policy and terms of service
• Physical address and contact information
• Customer reviews and testimonials
• Security badges and certifications
• Transparent business practices
• Accurate, up-to-date information
• Properly sourced claims and statistics

Score: Strong / Present / Weak / Missing

Step 4: Keyword Analysis

Primary Keyword Assessment

Element	Evaluation
Primary keyword identified	What keyword is this page targeting?
Search intent alignment	Does the content match what searchers expect? (informational, commercial, transactional, navigational)
Keyword in title	Present, position, natural usage
Keyword in H1	Present, natural usage
Keyword in first 100 words	Appears early in the content
Keyword in subheadings	Appears in at least one H2 or H3
Keyword in meta description	Present and natural
Keyword in URL	Present
Keyword density	1-2% is ideal. Over 3% is keyword stuffing.

Secondary Keywords

Identify 5-10 related keywords that should be naturally included in the content:

• Synonyms and variations of the primary keyword
• Long-tail variations
• Related questions (People Also Ask)
• LSI (Latent Semantic Indexing) keywords

Search Intent Analysis

Determine the search intent behind the target keyword and evaluate if the content matches:

Intent Type	User Goal	Content Should Be
Informational	Learn something	Blog post, guide, tutorial, FAQ
Commercial	Compare options	Comparison page, review, list
Transactional	Buy something	Product page, pricing page, checkout
Navigational	Find a specific page	Homepage, login page, specific tool

Misalignment is a ranking killer. If the user searches "how to do X" (informational) and lands on a sales page (transactional), they bounce -- and Google notices.

Step 5: Technical SEO Quick Check

Robots.txt

Check: Does /robots.txt exist and is it properly configured?

• robots.txt is accessible
• Not blocking important pages or resources
• Points to sitemap.xml
• Not blocking CSS/JS (needed for rendering)

XML Sitemap

Check: Does /sitemap.xml exist?

• Sitemap exists and is accessible
• Contains all important pages
• No broken URLs in sitemap
• Submitted to Google Search Console
• Last modified dates are accurate

Canonical Tags

• Canonical tag present on the page
• Points to the correct URL (self-referencing or to the canonical version)
• Consistent with robots.txt and sitemap

Page Speed

Reference benchmarks:

Metric	Good	Needs Work	Poor
Largest Contentful Paint (LCP)	Under 2.5s	2.5-4.0s	Over 4.0s
First Input Delay (FID)	Under 100ms	100-300ms	Over 300ms
Cumulative Layout Shift (CLS)	Under 0.1	0.1-0.25	Over 0.25
Time to First Byte (TTFB)	Under 200ms	200-500ms	Over 500ms
First Contentful Paint (FCP)	Under 1.8s	1.8-3.0s	Over 3.0s

Common speed issues to flag:

• Unoptimized images (recommend WebP format, compression)
• Render-blocking JavaScript or CSS
• No browser caching headers
• No CDN detected
• Excessive third-party scripts (tracking, widgets, fonts)
• Unminified CSS and JavaScript
• Missing compression (gzip or brotli)

Mobile-Friendliness

• Viewport meta tag present (<meta name="viewport" content="width=device-width, initial-scale=1">)
• Text readable without zooming (minimum 16px body text)
• Tap targets adequately sized and spaced (minimum 48x48px)
• No horizontal scrolling required
• Responsive images
• Forms usable on mobile

Step 6: Content Gap Analysis

Methodology for identifying content gaps:

1. Identify the topic cluster: What is the main topic this page/site covers?
2. Map existing content: What subtopics are already covered?
3. Identify missing subtopics: What related topics are competitors covering that this site is not?
4. Analyze People Also Ask: What questions do searchers have about this topic?
5. Check related searches: What does Google suggest at the bottom of the SERP?

Content Gap Template:

Missing Topic	Search Volume Potential	Competition	Content Type Needed	Priority
[Topic]	High/Med/Low	High/Med/Low	Blog/Guide/Tool/Page	1-5

Step 7: Featured Snippet Optimization

Identify opportunities to capture featured snippets:

Types of featured snippets:

1. Paragraph snippet -- Answer in 40-60 words. Use a clear question as H2/H3 followed by a concise answer.
2. List snippet -- Use ordered or unordered lists with H2 containing the target query.
3. Table snippet -- Use HTML tables with clear headers.
4. Video snippet -- Include video with descriptive title and timestamps.

Optimization checklist:

• Target question-based queries ("how to", "what is", "why does")
• Place answer immediately after the question heading
• Keep paragraph answers between 40-60 words
• Use structured lists and tables where appropriate
• Include the target query in an H2 or H3

Step 8: Schema Markup Audit

Check for structured data implementation:

Schema Type	Applicable To	Status
Organization	Homepage, About page	Present/Missing
LocalBusiness	Local businesses	Present/Missing/N/A
Product	Product pages	Present/Missing/N/A
Article	Blog posts, news	Present/Missing/N/A
FAQ	FAQ sections	Present/Missing
HowTo	Tutorial content	Present/Missing/N/A
Review/AggregateRating	Reviews, testimonials	Present/Missing/N/A
BreadcrumbList	All pages with breadcrumbs	Present/Missing
WebSite/SearchAction	Homepage (sitelinks search box)	Present/Missing
Event	Event pages	Present/Missing/N/A

Implementation guidance:

• Use JSON-LD format (Google's preferred format)
• Validate with Google's Rich Results Test
• Don't mark up content that isn't visible on the page
• Keep schema data consistent with on-page content

Step 9: Internal Linking Opportunities

Identify specific internal linking improvements:

1. Orphan pages -- Pages with no internal links pointing to them
2. Hub pages -- High-authority pages that should link to related content
3. Topical clusters -- Group related content and create linking structures
4. CTA links -- Blog content should link to relevant product/service pages
5. Footer/sidebar links -- Sitewide links to important pages

Linking Architecture Assessment:

Homepage
  |-- Category/Service Pages (Pillar Content)
       |-- Individual Blog Posts/Articles (Cluster Content)
            |-- Back-links to Pillar Content
  |-- Key Conversion Pages (Pricing, Signup, Contact)
       |-- Linked from relevant content

Step 10: Core Web Vitals Impact Assessment

Evaluate the revenue impact of Core Web Vitals performance:

Research-backed impacts:

• Sites passing all Core Web Vitals see 24% fewer page abandonments
• A 100ms decrease in LCP correlates with a 1.1% increase in conversion rates
• Reducing CLS by 0.1 corresponds to a 15% decrease in bounce rate
• Pages loading within 2 seconds have an average bounce rate of 9%, while pages loading in 5 seconds have a 38% bounce rate

Recommendations by metric:

Metric	If Failing	Typical Fixes
LCP	Over 2.5s	Optimize hero image, preload critical resources, use CDN, reduce server response time
FID/INP	Over 100ms	Reduce JavaScript execution, defer non-critical scripts, use web workers
CLS	Over 0.1	Set image dimensions, reserve space for ads/embeds, avoid inserting content above existing content

Step 11: Blog and Content Strategy Recommendations

Based on the audit findings, recommend:

1. Publishing cadence -- How often to publish based on competition and resources
2. Content types -- Blog posts, guides, tools, videos, infographics
3. Keyword targeting strategy -- Balance between high-volume and long-tail
4. Content length -- Benchmark against top-ranking content for target keywords
5. Content update strategy -- How often to refresh existing content
6. Distribution plan -- How to promote content beyond organic search

Content Prioritization Matrix:

Content Idea	Search Volume	Competition	Business Value	Priority Score
[Topic]	High/Med/Low	High/Med/Low	High/Med/Low	1-10

Scoring: High volume + Low competition + High business value = Highest priority

Output Format

Generate a file called SEO-AUDIT.md with:

# SEO Content Audit
## [URL]
### Date: [Date]

---

## SEO Health Score: [X/100]

---

## On-Page SEO Checklist

### Title Tag
- Status: [Pass/Needs Work/Fail]
- Current: "[current title]"
- Recommended: "[improved title]"
- Issues: [list issues]

### Meta Description
- Status: [Pass/Needs Work/Fail]
- Current: "[current meta]"
- Recommended: "[improved meta]"

### Heading Hierarchy
[H1-H6 structure analysis]

### Image Optimization
[Alt text audit results]

### Internal Linking
[Link analysis]

### URL Structure
[URL assessment]

---

## Content Quality (E-E-A-T)
| Dimension | Score | Evidence |
|---|---|---|
| Experience | [Strong/Present/Weak/Missing] | [details] |
| Expertise | [Strong/Present/Weak/Missing] | [details] |
| Authoritativeness | [Strong/Present/Weak/Missing] | [details] |
| Trustworthiness | [Strong/Present/Weak/Missing] | [details] |

---

## Keyword Analysis
- Primary Keyword: [keyword]
- Search Intent: [type]
- Keyword Placement: [checklist results]
- Secondary Keywords: [list]

---

## Technical SEO
[Quick check results]

---

## Content Gap Analysis
[Missing topics table]

---

## Featured Snippet Opportunities
[Specific opportunities]

---

## Schema Markup
[Current vs recommended]

---

## Internal Linking Opportunities
[Specific recommendations]

---

## Core Web Vitals
[Performance assessment with revenue impact]

---

## Content Strategy Recommendations
[Publishing plan, content priorities]

---

## Prioritized Recommendations

### Critical (Fix Immediately)
1. [recommendation with expected impact]

### High Priority (This Month)
1. [recommendation]

### Medium Priority (This Quarter)
1. [recommendation]

### Low Priority (When Resources Allow)
1. [recommendation]

Key Principles

• SEO audits should be educational, not just diagnostic. Explain WHY each element matters so the client understands the value.
• Always provide the "before" (current state) and "after" (recommended change) so the client can see exactly what needs to change.
• Tie SEO improvements to business outcomes. "Optimizing your title tag" means nothing to a business owner. "Optimizing your title tag could increase your click-through rate by 20-35%, bringing an estimated 500 more visitors per month to this page" is actionable.
• Use the automated script data as a starting point, but add expert analysis on top. The script finds the data; the skill interprets what it means.
• Prioritize recommendations by effort-to-impact ratio. A title tag change takes 5 minutes but can impact every search impression. A full content rewrite takes weeks.
• If the user has run /market audit or /market landing previously, cross-reference those findings with the SEO audit for a more complete picture.