SEO Site Audit . Agency OS

What it does

Reads a website the way search engines read it and hands back one clear, prioritized picture of its SEO health: crawlability and indexation, redirects and HTTPS, Core Web Vitals and mobile rendering, titles and meta descriptions, header structure, internal links, structured data, and whether conversions are actually being tracked. Every finding comes with a severity and a concrete fix, ranked by impact and effort, and checked against what your website builder can actually do. It matches its depth to the request: a fast traffic-light health check, a full audit, a single-page optimization against a target keyword, ready-to-paste structured data, an analytics tracking plan, or a head-to-head competitor comparison. In a client workspace the audit is built as a deliverable you hand over and charge for.

Say this to start

This skill has no button. You start it by saying what you want. Any of these will do it:

> audit my site

> run an SEO audit on my client's site

> quick SEO check

> optimize this page for [keyword]

> who is beating me in search

When to reach for it

a site is live but search traffic is flat and nobody knows why
you just took on a client and want an audit as the first paid deliverable, or as the proof document that sells the retainer
a specific page should rank for a specific keyword and does not
you suspect the site is invisible to crawlers: heavy JavaScript, blocked paths, missing sitemap
you want rich results and need structured data written and validated for the pages that qualify
conversions are happening but nothing is tracking them, so no fix can ever be measured
a competitor keeps outranking you and you want the gap named, not guessed

When NOT to use it

If you actually want	Use this instead
finding which terms to target, search volumes, clusters, or a prioritized content plan	`keyword-research`
generating pages at scale from a template plus a dataset	`programmatic-seo`
the deep AI-search programme: citability, AI crawler access, generative-engine visibility	`seo-geo-engine`
a page that already ranks but does not convert	`conversion-optimizer`
designing or rebuilding the pages the audit says to fix	`frontend-design`

Before you start

What you need	Why
The URL, the platform the site is built on, its purpose and its primary conversion	the skill never audits without knowing the platform; some fixes need custom code injection that certain builders simply do not allow, and a recommendation you cannot implement is noise	Required
A decision on which workspace you are in, `_default` for your own site or `client--*` for a client deliverable	client-mode output is built on the client's property and data as a report you hand over	Required
The owner's real, confirmed business details for any structured data work	schema is generated only from confirmed data; the skill will not invent credentials, pricing or reviews to fill a markup template	Required
`keyword-plan.md` from keyword-research	aligns every recommendation to the keywords the workspace already decided to target instead of re-asking or guessing	Optional
An SEO data tool connected via `/connect`	unlocks live crawl, ranking, speed and backlink data; without one the skill falls back to its own inspection and free checks, and labels anything estimated as `[ESTIMATED]`	Optional
`verified-claims.md` populated with consented proof	any result or testimonial woven into optimized page copy must trace to the registry or it stays generic	Optional

How it runs

Identify the propertyConfirms the URL, the platform, the site's purpose and the primary conversion before anything else. If you run multiple properties, each is documented and audited separately.
Match depth to the requestA quick check gets a quick check, not a full audit. The skill picks the right depth: traffic-light health check, full audit, technical spot check, single-page optimization, schema generation, analytics setup or competitor comparison.
Technical passInspects crawlability, indexation, robots and sitemap, HTTPS, redirect chains, mobile rendering and Core Web Vitals. It checks what the crawler actually receives, not just the rendered page, because JavaScript-heavy sites can serve crawlers an empty shell.
On-page passScores each key page: title, meta description, header structure, content against the target keyword, image alts, internal linking and trust signals, using the workspace keyword plan as the reference.
Schema and analyticsGenerates structured data for the page types that genuinely qualify, validated and ready to paste, then verifies that conversions are tracked at all, because an untracked fix can never prove it worked. AI-search gaps get flagged and routed to seo-geo-engine.
Prioritized fix listEvery finding lands with a severity, a concrete fix and a platform feasibility note, ranked by impact and effort. Critical issues such as a blocked crawl path outrank cosmetic ones such as a short meta description.
Open loops statedAny metric that needed a data tool, any page that would not fetch and anything waiting on you is listed plainly instead of being rounded into a finding.
Log and learnThe report and any schema or fix lists are appended to assets.md with the seo-site-audit tag, and your feedback is written to learnings.md so the next audit adapts.

What you get

A full audit report: technical, on-page, schema and analytics, led by the critical findings
A prioritized fix list where every item carries a severity, the specific fix and whether your builder can do it
A traffic-light scorecard when a quick health check is all you asked for
A single-page optimization pack: title and meta options, header structure, content recommendations, internal links and ready-to-paste schema
Production-ready JSON-LD generated from your confirmed business data and validated before it ships
An analytics and conversion tracking plan matched to your business type
A head-to-head competitor comparison with the keywords where they outrank you
The structured seo-audit-v1 artifact that downstream skills can read
An assets.md entry tagged seo-site-audit

Honest limits

Read this before you rely on it

A page it cannot read is reported as unaudited, never guessed. If a page blocks crawlers, errors out or was simply not provided, the report says so and excludes it from the findings rather than eyeballing what it could not see.
It audits what exists, it does not fix code. The output is a ranked fix list and ready-to-paste assets; implementing them on the site sits with you, your developer or frontend-design.
No metric is ever invented. Speed, ranking, traffic and backlink numbers come from a connected data tool or arrive labeled [ESTIMATED], and the report states plainly which source it worked from.
Structured data is only recommended where the page genuinely qualifies. Search engines penalize mismatched markup, so a page that does not support a schema type will not get one, however nice the rich result would look.
Platform reality caps the recommendations. A fix that requires code injection your builder does not allow is flagged as infeasible, not quietly prescribed anyway.

Where people go wrong

The mistake	Do this instead
Asking for a full audit when you wanted one quick answer	Say "quick SEO check" or "check site speed". The skill matches depth to the request, so ask for the depth you actually want.
Withholding the platform to save a question	Name the builder up front. Feasibility depends on it, and the skill will stop to ask rather than recommend fixes the platform cannot take.
Treating an `[ESTIMATED]` figure as a measurement	Connect a data tool via `/connect` before decisions ride on the numbers, or verify the figure in your own search console first.
Expecting the audit to deploy its own fixes	Plan the implementation pass. Route page rebuilds to frontend-design and paste the schema and tracking changes yourself or through your developer.
Handing over the homepage and calling it a site audit	Provide the key pages, or a crawlable site. Anything the skill cannot reach comes back marked unaudited, which is correct but not useful to a client.
Skipping the tracking check because rankings feel more urgent	Verify analytics as part of the audit. Untracked conversions mean no fix can ever prove its impact.

Worth knowing

The audit is one of the cleanest paid entry points in the library. Run it in a client workspace, deliver the prioritized report as the first engagement, then sell the implementation and the ongoing programme, keyword-research for the content plan and seo-geo-engine for AI search, off the gaps the audit just proved.