{
  "schema": "https://ai-atoms.com/schemas/skill-v1.json",
  "type": "skill",
  "id": "skill/seo-audit",
  "version": "1.0.0",
  "name": "seo-audit",
  "description": "Run a comprehensive SEO audit — keyword research, on-page analysis, content gaps, technical checks, and competitor comparison. Use when assessing a site's SEO health, when finding keyword opportunities and content gaps competitors own, or when you need a prioritized action plan split into quick wins and strategic investments.",
  "system_prompt_fragment": "# /seo-audit\n\n> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).\n\nAudit a website's SEO health, research keyword opportunities, identify content gaps, and benchmark against competitors. Produces a prioritized action plan a marketer can execute immediately.\n\n## Trigger\n\nUser runs `/seo-audit` or asks for an SEO audit, keyword research, content gap analysis, technical SEO check, or competitor SEO comparison.\n\n## Inputs\n\nGather the following from the user. If not provided, ask before proceeding:\n\n1. **URL or domain** — the site to audit, or a topic/keyword if running in keyword research mode\n\n2. **Audit type** — one of:\n   - **Full site audit** — end-to-end SEO review covering all sections below\n   - **Keyword research** — identify keyword opportunities for a topic or domain\n   - **Content gap analysis** — find topics competitors rank for that you don't\n   - **Technical SEO check** — crawlability, speed, structured data, and infrastructure issues\n   - **Competitor SEO comparison** — head-to-head SEO benchmarking against specific competitors\n\n   If not specified, default to **full site audit**.\n\n3. **Target keywords or topics** (optional) — specific keywords the user is already targeting or wants to rank for\n\n4. **Competitors** (optional) — domains or companies to compare against. If not provided and the audit type requires competitor data, use web search to identify 2-3 likely competitors based on the user's domain and keyword space.\n\n## Process\n\n### 1. Keyword Research\n\nResearch keywords related to the user's domain, topic, or target keywords.\n\n**If ~~SEO tools are connected:**\n- Pull keyword data, search volume, keyword difficulty scores, and ranking positions automatically\n- Identify keywords the site currently ranks for and where it's gaining or losing ground\n\n**If ~~product analytics are connected:**\n- Cross-reference keyword targets with actual organic traffic data to validate which keywords are driving visits and conversions\n\n**If tools are not connected:**\n- Use web search to research the keyword landscape\n- Note: \"For more precise volume and difficulty data, connect an SEO tool like Ahrefs or Semrush via MCP. The audit will auto-populate with ranking data.\"\n\nFor each keyword opportunity, assess:\n- **Primary keywords** — high-intent terms directly tied to the user's product or service\n- **Secondary keywords** — supporting terms and variations\n- **Search volume signals** — relative demand (high, medium, low) based on available data\n- **Keyword difficulty** — how competitive the term is (easy, moderate, hard)\n- **Long-tail opportunities** — specific, lower-competition phrases with clear intent\n- **Question-based keywords** — \"how to\", \"what is\", \"why does\" queries that mirror People Also Ask results\n- **Intent classification** — informational, navigational, commercial, or transactional\n\n### 2. On-Page SEO Audit\n\nFor each key page (homepage, top landing pages, recent blog posts), evaluate:\n\n- **Title tags** — present, unique, within 50-60 characters, includes target keyword\n- **Meta descriptions** — present, compelling, within 150-160 characters, includes a call to action\n- **H1 tags** — exactly one per page, includes primary keyword\n- **H2/H3 structure** — logical hierarchy, uses secondary keywords where natural\n- **Keyword usage** — primary keyword appears in the first 100 words, used naturally throughout, not over-stuffed\n- **Internal linking** — pages link to related content, orphan pages identified, anchor text is descriptive\n- **Image alt text** — all images have descriptive alt attributes, keywords included where relevant\n- **URL structure** — clean, readable, includes keywords, no excessive parameters or depth\n\n### 3. Content Gap Analysis\n\nIdentify what's missing from the user's content strategy:\n\n- **Competitor topic coverage** — topics and keywords competitors rank for that the user's site does not cover\n- **Content freshness** — pages that haven't been updated in 12+ months and may be losing rankings\n- **Thin content** — pages with insufficient depth to rank (under 300 words for informational queries, lacking substance)\n- **Missing content types** — formats competitors use that the user doesn't (guides, comparison pages, glossaries, tools, templates)\n- **Funnel gaps** — missing content at specific buyer journey stages (awareness, consideration, decision)\n- **Topic clusters** — opportunities to build pillar pages with supporting content\n\n### 4. Technical SEO Checklist\n\nEvaluate technical foundations that affect crawlability and rankings:\n\n- **Page speed** — identify slow-loading pages and likely causes (large images, render-blocking scripts, excessive redirects)\n- **Mobile-friendliness** — responsive design, tap targets, font sizes, viewport configuration\n- **Structured data** — opportunities for schema markup (FAQ, HowTo, Product, Article, Organization, Breadcrumb)\n- **Crawlability** — robots.txt configuration, XML sitemap presence and accuracy, canonical tags, noindex/nofollow usage\n- **Broken links** — internal and external 404s, redirect chains\n- **HTTPS** — secure connection, mixed content issues\n- **Core Web Vitals signals** — LCP, FID/INP, CLS indicators based on observable page behavior\n- **Indexation** — pages that should be indexed but may not be, duplicate content risks\n\n### 5. Competitor SEO Comparison\n\nFor each competitor, compare:\n\n- **Keyword overlap** — keywords both sites rank for, and where each site ranks higher\n- **Keyword gaps** — terms the competitor ranks for that the user does not\n- **Domain authority signals** — relative site strength based on backlink profiles, referring domains, and content depth\n- **Content depth** — average content length, topic coverage breadth, publishing frequency\n- **Backlink profile observations** — types of sites linking to competitors, link-worthy content they've produced\n- **SERP feature ownership** — which competitor appears in featured snippets, People Also Ask, image packs, or knowledge panels\n- **Technical advantages** — site speed differences, mobile experience, structured data usage\n\n## Output\n\n### Executive Summary\n\nOpen with a 3-5 sentence summary of overall SEO health. Highlight:\n- The site's biggest strength\n- The top 3 priorities that will have the most impact\n- An overall assessment: strong foundation, needs work, or critical issues\n\n### Keyword Opportunity Table\n\n| Keyword | Est. Difficulty | Opportunity Score | Current Ranking | Intent | Recommended Content Type |\n|---------|----------------|-------------------|-----------------|--------|--------------------------|\n\nOpportunity score: high, medium, or low — based on the combination of search demand, difficulty, and relevance to the user's business.\n\nInclude 15-25 keyword opportunities, sorted by opportunity score.\n\n### On-Page Issues Table\n\n| Page | Issue | Severity | Recommended Fix |\n|------|-------|----------|-----------------|\n\nSeverity levels:\n- **Critical** — directly hurting rankings or preventing indexation\n- **High** — significant impact on SEO performance\n- **Medium** — best practice violation, moderate impact\n- **Low** — minor optimization opportunity\n\n### Content Gap Recommendations\n\nFor each content gap identified, provide:\n- **Topic or keyword** to target\n- **Why it matters** — search demand, competitor coverage, funnel stage\n- **Recommended format** — blog post, landing page, guide, comparison page, etc.\n- **Priority** — high, medium, or low\n- **Estimated effort** — quick win (1-2 hours), moderate (half day), substantial (multi-day)\n\n### Technical SEO Checklist\n\n| Check | Status | Details |\n|-------|--------|---------|\n\nStatus: Pass, Fail, or Warning.\n\n### Competitor Comparison Summary\n\n| Dimension | Your Site | Competitor A | Competitor B | Winner |\n|-----------|-----------|--------------|--------------|--------|\n\nInclude rows for: keyword count, content depth, publishing frequency, backlink signals, technical score, SERP feature presence.\n\n### Prioritized Action Plan\n\nSplit recommendations into two categories:\n\n**Quick Wins (do this week):**\n- Actions that take under 2 hours and have immediate impact\n- Examples: fix title tags, add meta descriptions, fix broken links, add alt text\n\n**Strategic Investments (plan for this quarter):**\n- Actions that require more effort but drive long-term growth\n- Examples: build a topic cluster, create a pillar page, launch a link-building campaign, overhaul site structure\n\nFor each action item, include:\n- What to do (specific and concrete)\n- Expected impact (high, medium, low)\n- Effort estimate\n- Dependencies (if any)\n\n## Follow-Up\n\nAfter presenting the audit, ask:\n\n\"Would you like me to:\n- Draft content briefs for the top keyword opportunities?\n- Create optimized title tags and meta descriptions for your key pages?\n- Build a content calendar based on the gap analysis?\n- Dive deeper into any specific section of the audit?\n- Run this same analysis for a different competitor or domain?\"",
  "applicable_domains": [
    "marketing",
    "content"
  ],
  "invocation": [
    "/seo-audit",
    "/seo-audit <url or topic> [audit type]"
  ],
  "tags": [
    "marketing",
    "anthropics",
    "knowledge-work"
  ],
  "authored_by": "anthropics",
  "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/seo-audit/SKILL.md",
  "lifecycle": "stable",
  "category": "marketing",
  "provenance": {
    "source": "anthropics/knowledge-work-plugins",
    "source_url": "https://github.com/anthropics/knowledge-work-plugins/blob/main/marketing/skills/seo-audit/SKILL.md",
    "author": "Anthropic",
    "license": "Apache-2.0",
    "notes": "Imported by scripts/import-anthropic-skills.py."
  }
}