seo-audit

Files (4)

• SKILL.md
• evals.json · evals/
• ai-writing-detection.md · references/
• international-seo.md · references/

SKILL.md (first lines)

## Technical SEO Audit

### Crawlability

**Robots.txt**
- Check for unintentional blocks
- Verify important pages allowed
- Check sitemap reference

**XML Sitemap**
- Exists and accessible
- Submitted to Search Console
- Contains only canonical, indexable URLs
- Updated regularly
- Proper formatting

**Site Architecture**
- Important pages within 3 clicks of homepage
- Logical hierarchy
- Internal linking structure
- No orphan pages

**Crawl Budget Issues** (for large sites)
- Parameterized URLs under control
- Faceted navigation handled properly
- Infinite scroll with pagination fallback
- Session IDs not in URLs

### Indexation

**Index Status**
- site:domain.com check
- Search Console coverage report
- Compare indexed vs. expected

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

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

### Site Speed & Core Web Vitals

**Core Web Vitals**
- LCP (Largest Contentful Paint): < 2.5s
- INP (Interaction to Next Paint): < 200ms
- CLS (Cumulative Layout Shift): < 0.1

**Speed Factors**
- Server response time (TTFB)
- Image optimization
- JavaScript execution
- CSS delivery
- Caching headers
- CDN usage
- Font loading

**Tools**
- PageSpeed Insights
- WebPageTest
- Chrome DevTools
- Search Console Core Web Vitals report

### Mobile-Friendliness

- Responsive design (not separate m. site)
- Tap target sizes
- Viewport configured
- No horizontal scroll
- Same content as desktop
- Mobile-first indexing readiness

### Security & HTTPS

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

### URL Structure

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

---

## International SEO & Localization

Check when the site serves multiple languages or regions. Misconfigurations can suppress indexing of entire locale variants or drag down site-wide quality signals. See [International SEO reference](references/international-seo.md) for evidence and source URLs.

### Hreflang

Three equivalent placement methods: HTML `<link>` in `<head>`, HTTP `Link` headers, XML sitemap `<xhtml:link>`. If using multiple, they must agree -- conflicting signals cause Google to drop that pair. For 10+ locales, prefer sitemap-based (no page weight, no per-request cost).

**Check for:**
- Self-referencing entry on every page (page must include itself in the hreflang set)
- Reciprocal links (if A points to B, B must point back to A -- or both are ignored)
- Valid codes: ISO 639-1 language + optional ISO 3166-1 Alpha 2 region (e.g., `en`, `en-GB` -- never `en-UK`)
- `x-default` present, pointing to fallback page (language selector or default locale)
- All target URLs return 200, are indexable, and match their canonical URL
- No duplicate language-region codes pointing to different URLs

**Common errors:** Missing self-referencing entry (all hreflang ignored). No return tag / one-directional (pair dropped). Invalid codes like `en-UK` (use `en-GB`). Hreflang target is non-canonical, 404, or blocked (cluster discarded). HTML and sitemap annotations disagree (conflicting pair dropped).

**At scale:** `<xhtml:link>` children don't count toward 50K URL sitemap limit, but the 50MB file size limit becomes the bottleneck (plan 2K-5K URLs per file with full hreflang). Focus hreflang on pages receiving wrong-language traffic -- not required on every page. For Bing: supplement with `<html lang>` and `<meta http-equiv="content-language">` (Bing treats hreflang as a weak signal).

### Canonicalization for Multilingual Sites

From mkurman/zorai, MIT.

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