Seo audit

Full-Site SEO Audit (Orchestrator)

This is the umbrella skill. It does not do the deep work itself — it crawls, classifies the site, delegates to the specialist seo-* skills, then merges their findings into one scored report. Every finding it emits carries evidence, a falsifiability check, and a leading indicator so the report is verifiable rather than vibes.

When to use

• Someone asks for a whole-site audit / health check / SEO report.
• You need a single prioritized backlog across technical, content, schema, perf, etc.
• Before a redesign or migration (capture a baseline), or after launch (verify).

For a single concern, skip this and go straight to the specialist (e.g. just schema → seo-schema). Use this when the ask is "how healthy is the whole site".

Process

1. Render the homepage. Fetch raw + rendered HTML and extracted text (use your own crawler/headless tooling). Note SPA vs SSR — for our stack this is Next.js 15 App Router, so most routes are RSC/SSR; flag any client-only routes that ship empty initial HTML.
2. Detect business type / vertical. SaaS, local service, e-commerce, publisher, marketing site. This decides which conditional specialists fan out and how weights shift (see Scoring).
3. Crawl internal links (config below), respect robots.txt, dedupe by canonical.
4. Fan out to specialists (run as parallel subagents if available, else inline in priority order). Each returns per-finding evidence + a category sub-score.
5. Aggregate into the 0-100 SEO Health Score using the weighted rubric.
6. Prioritize every finding into Critical → High → Medium → Low.
7. Report: executive summary, per-category sections, action plan grouped by phase.

Specialist delegation map

Always run the core set. Add conditional specialists based on detected vertical / available data. Names below are the actual sibling skills in this catalog.

Specialist skill	Owns	Run when
seo-technical	robots.txt, sitemaps, canonicals, indexability, redirects, headers, CWV reality	always
seo-content	E-E-A-T, search intent, thin/duplicate content, readability	always
seo-page	On-page: title, meta description, headings, internal links per page	always
seo-schema	JSON-LD detection, validation, missing-type opportunities	always
seo-images	alt text, dimensions/CLS, format (AVIF/WebP), next/image usage	always
seo-geo / ai-seo	AI-crawler access, llms.txt, citability, answer-engine readiness	always
seo-sitemap-advanced	sitemap structure, quality gates, index/sub-sitemaps, missing pages	sites > ~50 pages
seo-hreflang	hreflang correctness, x-default, return tags (next-intl locales)	multi-locale sites
programmatic-seo / seo-programmatic	template/page-pattern quality, dup risk at scale	templated/large catalogs
seo-competitor-pages	gap vs competitor pages for target queries	strategy/ranking goals
seo-for-devs	implementation fixes mapped to Next.js/Payload code	when handing fixes to devs

Performance (LCP/INP/CLS) is part of seo-technical's CWV reality check; capture field data if a CrUX/RUM source exists, otherwise label numbers as lab estimates.

Crawl configuration

Max pages: 500
Respect robots.txt: yes
Follow redirects: yes (max 3 hops)
Timeout per page: 30s
Concurrent requests: 5
Delay between requests: 1s
Canonical dedupe: yes (collapse param/duplicate URLs)

On large sites, cap at the page limit, report what was crawled, and estimate total scope rather than silently truncating.

Scoring (0-100, weighted)

Each specialist returns a category sub-score (0-100). Combine with these weights. Shift weights by vertical (e.g. e-commerce → raise Schema; publisher → raise Content; local → raise the geo/local signal). State the weights you used in the report.

Category	Weight	Default rubric anchor
Technical SEO	22%	crawlable, indexable, no canonical/redirect chaos
Content Quality	23%	intent match, E-E-A-T signals, no thin/dup pages
On-Page SEO	20%	unique titles/meta, clean heading tree, internal links
Schema / Structured Data	10%	valid JSON-LD for the page types that warrant it
Performance (CWV)	10%	LCP < 2.5s, INP < 200ms, CLS < 0.1 (p75 field if avail)
AI Search Readiness	10%	AI crawlers allowed, citable structure, llms.txt
Images	5%	alt text present, sized to avoid CLS, modern formats

Sub-score banding: 90-100 excellent · 70-89 good · 50-69 needs work · 30-49 poor · 0-29 critical. The overall score is the weighted mean, rounded.

Evidence + falsifiability per finding (claude-seo's core value)

Do not emit a finding without all four fields. This is what makes the audit honest and re-checkable instead of generic advice.

• Claim — the specific problem, with the exact URL(s)/selector/value.
• Evidence — what was observed (the rendered title, the HTTP status, the LCP element, the missing JSON-LD field). Quote the real value, not a paraphrase.
• Falsifiability — "How would we know this finding is wrong?" State the concrete observation that would overturn it (e.g. "wrong if GSC shows these URLs indexed within 14 days despite the noindex we flagged").
• Leading indicator — the metric that should move first if the fix works, and roughly when (e.g. "impressions in GSC for the target query cluster within 2-4 weeks", "INP p75 in CrUX next 28-day window", "valid items in Rich Results Test").

Per-finding record shape:

{
  "title": "Homepage <title> duplicated across 38 routes",
  "category": "On-Page SEO",
  "severity": "High",
  "evidence": "38 crawled URLs return identical <title>'Acme — Home'; e.g. /pricing, /about, /blog/x",
  "recommendation": "Set route-level generateMetadata() titles; use a title.template in the root layout",
  "falsifiability": "Wrong if these routes already have unique titles in rendered HTML (we only saw the streamed shell)",
  "leading_indicator": "Unique-title coverage in next crawl → CTR lift in GSC for those URLs within 3-4 weeks"
}

Priority definitions

• Critical — blocks indexing or triggers penalties (noindex on money pages, blocked in robots.txt, broken canonical loops, manual action). Fix immediately.
• High — materially suppresses rankings/CTR (duplicate titles at scale, missing H1s on key pages, INP failing on primary templates). Fix within ~1 week.
• Medium — real optimization upside (thin sections, schema gaps, image weight). Fix within ~1 month.
• Low — polish / backlog (minor alt-text gaps, nice-to-have schema).

Tie-break by reach (how many pages) × impact (how close to conversion/indexation) ÷ effort. Put the top quick wins (high impact, low effort) up front in the summary.

Report structure

Executive summary

• Overall SEO Health Score (0-100) + per-category sub-scores and the weights used.
• Detected business type / vertical and which specialists were run.
• Top 5 critical issues and top 5 quick wins, each with its leading indicator.

Per-category sections

For each category: sub-score, what works, then findings (each with the four evidence fields above), then the category's recommended fixes.

Action plan (phased)

• Phase 1 — Critical (Week 1): indexability/crawl blockers.
• Phase 2 — High impact (Weeks 2-3): on-page + CWV on primary templates.
• Phase 3 — Content & authority (Month 2): depth, E-E-A-T, schema, internal links.
• Phase 4 — Monitoring (ongoing): track the leading indicators; re-audit cadence.

Next.js 15 stack notes for the auditor

These are the recurring, stack-specific causes behind common findings. Use them so recommendations map to real code rather than generic advice.

• Metadata lives in generateMetadata() / the static metadata export per route segment. Duplicate or missing titles/descriptions are almost always a missing route-level export, not a CMS issue. A title.template in the root layout fixes "brand suffix everywhere" cheaply.
• Canonicals & alternates belong in metadata.alternates (canonical plus languages for next-intl locales). Missing hreflang on a multi-locale site is a seo-hreflang finding but the fix is here.
• robots / indexability — a stray metadata.robots = { index: false } (often left from staging) on a production route is a Critical finding. Also check app/robots.ts and any middleware that sets X-Robots-Tag.
• Sitemaps — app/sitemap.ts (and generateSitemaps for large/templated sets). A static public/sitemap.xml that drifts from real routes is a common defect.
• Empty initial HTML — 'use client' at a route boundary or data fetched only in useEffect means crawlers see a shell. Move data fetching to the server component; this is both an indexation and an LCP problem.
• CWV — LCP is usually an unoptimized hero image (use next/image with priority and correct sizes); CLS is unsized media or late-injected banners; INP is heavy client hydration. Map each to the owning template.
• Images — next/image enforces dimensions (kills CLS) and serves AVIF/WebP; flag raw <img> on key pages.
• Payload CMS — when titles/descriptions come from CMS fields, a finding may be "editors left the field blank" rather than a code bug; recommend required SEO fields + sensible fallbacks in generateMetadata().

Output artifacts

• FULL-AUDIT-REPORT.md — comprehensive findings (the structure above).
• ACTION-PLAN.md — prioritized backlog (Critical → High → Medium → Low / phased).
• audit-data.json — structured envelope (summary + categories[] with the four-field findings + phased action_plan) so a report can be regenerated.
• screenshots/ — desktop + mobile captures, if a headless browser is available.

Error handling

Scenario	Action
URL unreachable (DNS / connection refused)	Report clearly. Do not guess content. Ask the user to verify the URL.
robots.txt blocks crawling	Report which paths are blocked; audit only accessible pages and note the limitation.
Rate limiting (429)	Back off, reduce concurrency, report partial results with what is missing.
Large site (> 500 pages)	Cap at the limit, report crawled pages, estimate total scope.
Client-only route (empty shell)	Note rendered HTML was empty; mark related findings with that caveat in falsifiability.

Parts adapted from claude-seo (MIT, © 2026 agricidaniel).