seo-audit-full — Advanced Full SEO Audit

This skill runs a full single-page SEO audit from the seo-audit-full directory. It does not route to seo-audit when only a URL is provided.

When to Use This Skill

Use seo-audit-full when the user asks for:

"seo-audit-full"
"full SEO audit"
"advanced SEO audit"
"technical SEO audit"
"deep audit"
"comprehensive SEO review"
"audit everything"

URL-only requests are valid. When external datasets are not supplied, run the full public-signal workflow and clearly note missing data sources in the report.

Input Expected

| Input | Required | Notes | |-------|----------|-------| | Page URL | Yes | The primary page to audit | | Primary keyword | Recommended | Improves content relevance scoring | | PageSpeed API key | Yes | Ask the user for it at the start; run without it if unavailable | | Raw HTML or page content | Optional | Enables more accurate content checks when supplied | | GSC / crawl / analytics data | Optional | Include when supplied, otherwise mark unavailable | | Competitor benchmark data | Optional | Include when supplied |

At the start of a full audit, ask the user for a PageSpeed Insights API key:

For PageSpeed checks, please provide a Google PageSpeed Insights API key.
Get one here: https://developers.google.com/speed/docs/insights/v5/get-started
Open "Acquiring and using an API key" → "Get a Key".
If you do not provide one, I will still run the audit and mark the PageSpeed
module with instructions for getting a key if the API is quota-limited.

Architecture: Full = Core + Performance + Advanced

┌─────────────────────────────────────────────────────────────┐
│  seo-audit-full Workflow                                    │
│                                                             │
│  Phase 1: Run core scripts (./scripts/)                     │
│  ┌──────────────────────────────────────────────────────┐   │
│  │  check-site.py      → robots.txt, sitemap, 404, URL  │   │
│  │  check-page.py      → title, H1, meta desc, slug     │   │
│  │  check-schema.py    → JSON-LD validation              │   │
│  │  fetch-page.py      → raw HTML for analysis           │   │
│  └──────────────────────────────────────────────────────┘   │
│                          ↓                                  │
│  Phase 2: Run performance + full-only scripts (./scripts/)  │
│  ┌──────────────────────────────────────────────────────┐   │
│  │  check-pagespeed.py → Lighthouse scores + metrics     │   │
│  │  check-social.py    → OG Tags + Twitter Card          │   │
│  │  (more scripts added here as modules grow)            │   │
│  └──────────────────────────────────────────────────────┘   │
│                          ↓                                  │
│  Phase 3: LLM-only advanced checks                         │
│  ┌──────────────────────────────────────────────────────┐   │
│  │  E-E-A-T content quality scoring                      │   │
│  │  Duplicate content signals                            │   │
│  │  Anchor text quality assessment                       │   │
│  └──────────────────────────────────────────────────────┘   │
└─────────────────────────────────────────────────────────────┘

Output

Produce an Advanced Full SEO Audit Report by filling the template at assets/report-template.html, then save it to a file — never print raw HTML to the terminal.

File naming: reports/<hostname>-<slug>-full-audit.html

https://example.com/blog/best-tools → reports/example-com-blog-best-tools-full-audit.html
https://example.com/                → reports/example-com-full-audit.html

After saving, tell the user:

✅ Full Report saved → reports/example-com-full-audit.html
   Open it now? (yes / no)

If yes → run: open reports/example-com-full-audit.html

Template placeholders — fill each independently:

| Placeholder | Content | |---|---| | {{summary_verdict}} | One sentence: total checks run, how many failed/warned/passed | | {{summary_critical_html}} | <li> per critical item, or <li class="summary-empty">None</li> | | {{summary_warnings_html}} | <li> per warning item, or <li class="summary-empty">None</li> | | {{summary_passing_html}} | <li> per passing check, or <li class="summary-empty">None</li> | | {{pagespeed_checks_html}} | Full PageSpeed module using check-pagespeed.py output | | {{site_checks_html}} | Site-level check tables | | {{eeat_checks_html}} | E-E-A-T trust page table | | {{page_checks_html}} | Page-level check tables, including full-only additions | | {{priority_actions_html}} | Ordered priority action list | | {{insights_html}} | Optional finding walkthrough cards |

Scripts

Run full scripts from this directory. All output is structured JSON — use it directly as evidence.

Dependencies: pip install requests

Phase 1: Core scripts

# 1. site-level checks (robots.txt + sitemap.xml + 404 + URL canonicalization)
python scripts/check-site.py https://example.com

# 2. page-level checks (H1, title, meta description, canonical, URL slug)
python scripts/check-page.py https://example.com --keyword "primary keyword"

# 3. fetch raw HTML for downstream scripts
python scripts/fetch-page.py https://example.com --output /tmp/page.html

# 4. JSON-LD schema validation
python scripts/check-schema.py --file /tmp/page.html

Phase 2: Full-only scripts

# 5. PageSpeed / Lighthouse checks
python scripts/check-pagespeed.py https://example.com --strategy mobile --timeout 180 --api-key "USER_PROVIDED_KEY"
# If no key was provided, run without --api-key and report any quota/API-key error.

# 6. Social tags: OG + Twitter Card validation
python scripts/check-social.py --file /tmp/page.html
# Or directly from URL:
python scripts/check-social.py https://example.com

Each script exits with code 0 (all pass/warn) or 1 (any fail/error).

PageSpeed can take 200 seconds. Use a 180-second timeout by default. If it still times out, mark the Page Speed module as error and state that the PageSpeed API timed out; do not treat that as confirmed page performance failure. If PageSpeed fails because no API key was provided or Google returns a quota/API key error, keep the audit running and render the PageSpeed module as error with this instruction: Get a PageSpeed API key at https://developers.google.com/speed/docs/insights/v5/get-started → "Acquiring and using an API key" → "Get a Key".

Scope — Full Audit Check Whitelist

Full runs its own core checks plus the full-only items marked ★ below.

Site-Level Checks (in `{{site_checks_html}}`)

Core checks:

robots.txt · sitemap.xml · 404 Handling · URL Canonicalization · i18n / hreflang

Page Speed Checks (in `{{pagespeed_checks_html}}`)

Full-only:

Lighthouse category scores: Performance · Accessibility · Best Practices · SEO
Lab metrics: FCP · LCP · TBT · CLS · Speed Index
Final URL and screenshot availability

E-E-A-T Checks (in `{{eeat_checks_html}}`)

Core checks:

About Us · Contact · Privacy Policy · Terms of Service · Media/Partners (only if present)

Contact logic (Contact row only):

A dedicated /contact page is not required
Pass if contact is reachable via any of: dedicated contact page (HTTP 200) · About page with contact details · footer/nav mailto, email, social links, or contact form
Fail only when no contact pathway exists anywhere on the site
Missing /contact alone is not a fail when About or footer/nav already expose contact info

E-E-A-T infrastructure rules — two layers per trust page:

Layer 1 — Exists: HTTP 200 for the trust page URL (Contact uses Contact-specific rules above)
Layer 2 — Reachable: linked from footer or main nav

| Page | Required | |---|---| | About Us | Yes | | Contact | Yes — dedicated page optional; About or footer/nav contact details satisfy this | | Privacy Policy | Yes | | Terms of Service | Yes | | Media / Partners | No — include only if present |

Status rules (About, Privacy, Terms, Media/Partners):

Page missing (non-200) → Fail
Page exists but not linked in footer/nav → Warn
Page exists and linked in footer/nav → Pass
Optional page missing → skip, do not include row

Contact-specific rules:

Try common paths (/contact, /contact-us) — HTTP 200 counts as Exists
If no contact page, check the About page body for email, social, or contact details
Also scan homepage footer and nav for mailto:, visible email, social links, or a contact form
Exists Pass if any contact pathway is found
Exists Fail only when no contact information is found anywhere
Reachable Pass if a contact page link or contact details appear in footer/nav
Reachable Warn if contact is only reachable inside About page content, not directly in footer/nav
Do not recommend creating /contact when About or footer already expose contact info

Page-Level Checks (in `{{page_checks_html}}`), output in this exact order:

Core checks: URL Slug · Title Tag · Meta Description · H1 Tag · Canonical Tag · Image Alt Text · Word Count · Keyword Placement · Heading Structure · Internal Links · Schema (JSON-LD)

★ Full-only additions:

OG Tags — og:title, og:description, og:image, og:type, og:url presence and validity
Twitter Card — twitter:card type, title/description/image (with OG fallback detection)

How to Use Script JSON Output

Same rules across full audit modules — map each field's status directly to the report check table:

status → pass / warn / fail / error → badge in report
detail → starting point for Evidence line
Do not contradict script output unless you have additional observable evidence

For check-social.py output:

og.status → OG Tags row status
twitter_card.status → Twitter Card row status
og.fields.* → individual field details for the detail cell
twitter_card.fields.* → individual field details, note fallback fields

For check-pagespeed.py output:

status → overall Page Speed status
category_status → Lighthouse Scores badge status
metric_status → Core Lab Metrics badge status
final_url → Final URL line
categories.performance.score → Performance score
categories.accessibility.score → Accessibility score
categories["best-practices"].score → Best Practices score
categories.seo.score → SEO score
compact_metrics.fcp.display_value → FCP
compact_metrics.lcp.display_value → LCP
compact_metrics.tbt.display_value → TBT
compact_metrics.cls.display_value → CLS
compact_metrics.si.display_value → Speed Index
screenshot truthy → Screenshot available

Do not use overall status for the Lighthouse Scores badge. Category scores use Lighthouse thresholds: 90–100 pass, 50–89 warn, 0–49 fail. Example: Performance 60, Accessibility 84, Best Practices 100, SEO 100 means category_status is warn. If LCP or Speed Index fails, metric_status and overall status may be fail while the Lighthouse Scores panel remains warn.

Inside {{pagespeed_checks_html}}, include a short Priority Actions list after the score/metric cards. Keep it to 2–4 concise items based on failing or warning PageSpeed fields:

LCP slow → optimize hero media, preload critical image, reduce render-blocking CSS
Speed Index slow → defer non-critical scripts and reduce above-the-fold JS/CSS
TBT high → split long tasks and delay third-party tags
Performance score warning/fail → prioritize the biggest Lighthouse opportunities

Always include the official diagnostic link: https://pagespeed.web.dev/

LLM Review Instructions

Core LLM reviews

Resolve every llm_review_required: true field before writing the report: H1 semantic judgment, Title keyword position, URL Slug evaluation, and Meta Description quality must all receive an explicit judgment.

Full-only LLM checks

OG Tags quality (always review):

og:title   : Does it differ meaningfully from <title>? It should be optimized for social sharing.
og:description : Is it compelling for social feeds? Different focus than meta description is OK.
og:image   : Is the URL an actual image path (not a page URL)?

Twitter Card completeness:

If twitter:card is "summary_large_image", twitter:image (or og:image fallback) must be
at least 300x157px. Flag if the image URL looks like a small icon or favicon.

Recommended Workflow

Acknowledge full scope — confirm this is a full audit
Infer primary keyword — read the page H1, title, and first paragraph unless the user provided one
Phase 1: Run core scripts — check-site → check-page → fetch-page → check-schema
Phase 2: Run full-only scripts — check-pagespeed → check-social
Core checks — 404 handling, URL canonicalization, E-E-A-T trust pages, i18n/hreflang
PageSpeed checks — summarize Lighthouse category scores and lab metrics
LLM-only advanced checks — E-E-A-T content quality, duplicate content signals, anchor text quality
Summarize findings — Evidence / Impact / Fix format
Priority actions — top 5 highest-impact fixes with effort/impact tags
Render report — save to reports/<hostname>-<slug>-full-audit.html

Report Detail Writing Rules

Use strict formatting:

Pass → one short phrase. No lists, no elaboration.

Warn → one <div class="detail-issue"> with ≤2 bullet points. One <div class="detail-fix">.

Fail → same as Warn. Lead with the exact failure.

Mandatory Finding Format

**Finding: [Finding Title]**

- **Evidence:** [Observable fact, data point, or marked assumption]
- **Impact:** [SEO / UX consequence]
- **Fix:** [Actionable recommendation with example]

For Priority Actions, add effort/impact tags:

1. [High Impact / Low Effort] Fix og:image — social shares currently show no preview.

Reference Files

Detailed audit modules and field definitions: references/REFERENCE.md
Final HTML report template: assets/report-template.html
PageSpeed validation script: scripts/check-pagespeed.py
Social tags validation script: scripts/check-social.py
Core scripts: scripts/ (check-site, check-page, check-schema, fetch-page)