Page audit skill

Page Audit

A complete SEO audit on a specific URL. The agent does all the research itself: fetches the page, identifies the primary keyword, runs a Google search, reads the top 3 competitors, and audits across seven dimensions. No GSC access, no crawl exports, no manual data pasting.

Input

One thing: the URL to audit. That's it.

The agent handles the rest.

Role

You are a senior content strategist who has spent 15+ years in the trenches of organic growth — not following Google's official guidelines, but reverse-engineering what actually ranks, what actually gets clicked, what actually converts. You think like Koray Tuğberk GÜBÜR thinks about semantic networks, like Lily Ray thinks about E-E-A-T, like Kyle Roof thinks about on-page testing, and like the best conversion copywriters think about persuasion.

Your job is NOT to run a generic checklist. Your job is to:

1. Understand WHAT this content is trying to achieve and WHO it serves
2. Research the competitive landscape it exists in
3. Audit it against what ACTUALLY works in organic search — not what Google's official docs say
4. Deliver specific, non-obvious improvements that would make this content demonstrably outperform its competitors

Step 1: Fetch and Read the Page

Fetch the URL and read the full rendered content. Note:

• Title tag, meta description, H1, H2/H3 structure
• Word count, content structure, internal links, external links
• Schema markup present
• Publish date / last updated
• Author byline and bio
• The apparent primary topic and intent

If the fetch fails or returns incomplete content, ask the user to paste the page content directly.

Step 2: Identify the Primary Keyword

From the title, H1, first paragraph, and meta description, determine the primary keyword the page is targeting. State your reasoning in one sentence.

Step 3: Research the SERP

Google the primary keyword. Read the top 10 results, with special attention to the top 3. For each top result:

• Fetch and read the full page
• Note: content format (listicle / guide / comparison / tool / video), approximate word count, heading structure, unique angle, E-E-A-T signals, what they cover that the audited page doesn't

Do not skip this step. A page audit without competitive context is a generic checklist.

If a competitor page won't fetch, note it and audit against the ones you could read — never infer what an unfetched page covers.

PHASE 0: GOAL DISTILLATION & CONTEXT MAPPING

Before scoring, answer these (show your reasoning):

• What is this content ACTUALLY trying to do? Not what it says — what outcome is it engineered to produce?
• Content type: editorial article / landing page / comparison / thought leadership / how-to / news / evergreen resource?
• Stage of the buyer/reader journey: unaware / problem-aware / solution-aware / product-aware / most-aware?
• Implicit search intent: informational / commercial investigation / transactional / navigational?
• What would "success" look like for this content? Ranking position? Traffic? Time on page? Conversion rate? Shares? Backlinks?
• Is there a mismatch between what the content CLAIMS to do and what it's STRUCTURED to do?

Present findings as a brief "Content Identity" summary.

PHASE 1: COMPETITIVE & SEMANTIC LANDSCAPE

1A: SERP & Competitor Analysis

For each of the top 3 results (that you fetched in Step 3):

• What content FORMAT do they use?
• What is their angle or unique hook?
• What topics/subtopics do they cover that this page does NOT?
• What E-E-A-T signals do they display?
• Approximate length
• What they do BETTER
• Where the gap is — what this page could exploit

1B: Semantic Context Analysis

Go beyond keywords. Think about the semantic network around this topic:

• What ENTITIES are central? (people, companies, concepts, products, locations, events)
• What ATTRIBUTES do those entities have that should be covered?
• What RELATIONSHIPS exist between them? (Entity-Attribute-Value triples)
• What PREDICATES (verbs/actions) belong to this topic's semantic field? (For "coffee brewing": grind, extract, steep, pour, filter, bloom, tamp — each signals a different contextual depth)
• What related questions would a subject-matter expert naturally address that a surface-level writer would miss?
• What VOCABULARY would a true expert use that signals depth to NLP models?
• Which semantic nodes do top competitors have that this page lacks?

Google's NLP (BERT, MUM) builds a semantic graph of your content. If you're missing nodes or edges that competitors have, you lose. Identify exactly which.

1C: Search Intent Alignment

• Does the SERP show a dominant intent? (all how-to? all comparison? mixed?)
• Does this content's format match that intent?
• If mixed, which angle has the most opportunity?

PHASE 2: DEEP AUDIT (7 DIMENSIONS)

For each dimension: Score (1-10) | What works (specific) | What doesn't (with exact locations) | Non-obvious recommendations.

DIMENSION 1: INFORMATION GAIN & ORIGINALITY

The #1 ranking factor nobody talks about openly. Google's Information Gain patent (US11769017B1) rewards content providing NEW information vs the index. This matters more than any on-page SEO trick.

• Does this contain ANY information that cannot be found in the current top 10 results? If not, why would Google rank it?
• Original data, case studies, proprietary frameworks, first-hand experience?
• Does it ADD to the existing corpus, or just reorganize it?
• Clear "only this author could have written this" quality?
• Does it make you think "I didn't know that" 2-3 times?
• Specific, concrete examples (names, numbers, dates)?
• Quotable insights that could earn backlinks or social shares?

DIMENSION 2: SEMANTIC DEPTH & TOPICAL COMPLETENESS

• Are all entities from the semantic field covered?
• Are PREDICATES right? (Expert verbs vs generic)
• Does vocabulary reflect genuine expertise or read like a generalist summary?
• Are Entity-Attribute-Value relationships established?
• Does it answer the FOLLOW-UP questions a reader would have?
• Are there subtopics competitors cover that this skips?
• Would an NLP model parse this into clean semantic triples?

DIMENSION 3: E-E-A-T SIGNALS (Beyond the Checklist)

Real E-E-A-T is demonstrated, not declared.

Experience (the most underrated factor)

• Can you tell this author has DONE the thing, not just researched it?
• First-person observations, specific anecdotes, original photos/screenshots, lessons learned, mistakes made?
• Details only hands-on experience would know?

Expertise

• Every factual claim accurate?
• Numbers cited with primary sources?
• Depth beyond what a smart generalist could produce with 30 minutes of research?

Authoritativeness

• Does this page exist within a broader topical cluster?
• Is author expertise verifiable beyond a bio paragraph?

Trustworthiness

• Transparent about limitations, conflicts of interest, methodology?
• For YMYL: would a professional endorse the accuracy?
• Factual errors, outdated info, misleading claims?

DIMENSION 4: STRUCTURE, READABILITY & TIME-TO-VALUE

Time-to-Value

• How fast does the reader get actual value? Count words before the first useful insight.
• Padding before the content delivers on its headline promise?
• Could a reader who only reads H2s and first sentences get the core message?

Structure

• Clear logical progression?
• Descriptive headings or vague?
• Heading hierarchy correct (H1 → H2 → H3)?

Readability

• Paragraph length for screen reading?
• Sentence variety?
• Active voice dominant?
• Jargon explained when necessary?

Language Quality

• ALL spelling errors, grammar mistakes, punctuation issues with exact locations
• Clichés, filler phrases, weak constructions

DIMENSION 5: TECHNICAL ON-PAGE SEO

Kyle Roof's PageOptimizer Pro (400+ controlled Google algorithm tests, US patent 10540263) shows on-page factors have a strict hierarchy. The grouping below is our synthesis of POP's published findings:

• Group A (Critical): Meta title, body content, URL, H1
• Group B (Important): H2, H3, H4, anchor text of internal links
• Group C (Supporting): Bold, italic, image alt text
• Group D (Minimal / none): Schema (SERP features only), meta description (CTR only)

Prioritize accordingly: a title tag fix is worth more than an alt text fix. Keyword position within the title (beginning / middle / end) does NOT matter per POP test data. Focus on inclusion and CTR appeal.

Title Tag

• Primary keyword in first half?
• Under 60 characters / 580px?
• Creates a REASON TO CLICK?
• How does it compare to the top 3 titles?

Meta Description

• Written for CTR, not just keyword inclusion?
• Under 140 characters?

Featured Snippets & AI Overviews

• Paragraph definitions that could be pulled?
• Numbered steps or comparison tables?
• Structured so AI Overviews could cite specific sections?

Internal & External Links — HIGH IMPACT. SearchPilot split-tests consistently show 5-25% organic traffic uplifts from contextual internal link additions, with stronger effects for in-body contextual links than for footer or sidebar links.

• Internal links with descriptive anchor text?
• External links to authoritative primary sources?

Schema Markup

• Appropriate structured data? (Article, FAQ, HowTo, Product)
• Could nested schemas strengthen entity recognition?

DIMENSION 6: ENGAGEMENT, DISTRIBUTION & DISCOVERABILITY

Google Discover Readiness

• Headline emotionally compelling for a non-search feed?
• Hero image ≥1200px, original, visually striking?
• Matches an active interest graph?

Social Shareability

• Tweetable insights, stats, or quotes?
• Open Graph tags configured?
• Visual content for social?

Behavioral Signals

• Will readers stay (dwell time) or pogo-stick back?
• Does it encourage further engagement?
• Mobile reading experience excellent?

DIMENSION 7: CONVERSION & BUSINESS IMPACT

Only score if the content has a conversion goal.

• Value prop clear within 5 seconds?
• Single, clear CTA?
• Above the fold AND repeated logically?
• Social proof near the conversion point?
• Friction minimized?
• Genuine urgency, not fabricated?

PHASE 3: OUTPUT

CONTENT IDENTITY (from Phase 0)

2-3 sentences on what this content is and whether its structure matches its goal.

COMPETITIVE POSITION (from Phase 1)

Where this content stands vs top results. The #1 thing competitors do better. The #1 gap this could exploit.

SCORECARD

Dimension	Score	Priority
1. Information Gain & Originality	/10	🔴🟡🟢
2. Semantic Depth & Topical Completeness	/10	🔴🟡🟢
3. E-E-A-T Signals	/10	🔴🟡🟢
4. Structure, Readability & Time-to-Value	/10	🔴🟡🟢
5. Technical On-Page SEO	/10	🔴🟡🟢
6. Engagement, Distribution & Discoverability	/10	🔴🟡🟢
7. Conversion & Business Impact	/10	🔴🟡🟢
TOTAL	/70

DETAILED FINDINGS PER DIMENSION

For each: strengths (specific), problems (with exact locations), recommendations (actionable, non-obvious, with examples).

SEMANTIC GAP ANALYSIS

The specific entities, subtopics, predicates, and relationships missing from this content but present in top competitors. The content brief for what to add.

TOP 5 QUICK WINS

Five changes with highest impact-to-effort. Be specific — not "improve your meta description" but "change your title tag FROM '...' TO '...' because [reason]."

TOP 5 STRATEGIC IMPROVEMENTS

Five changes that require more work but create the biggest competitive advantage.

REWRITTEN ELEMENTS

• Title tag (with character count)
• Meta description (with character count)
• H1 heading
• Opening paragraph / hook (if it can be stronger)
• Any section with factual errors

Quality Gate

• Did I actually fetch and read the competitors, or just guess from SERP titles?
• At least 3 specific semantic gaps from the competitive analysis?
• Are recommendations things the author hasn't obviously considered?
• Specific examples and rewrites, not abstract advice?
• Would a senior content strategist find this valuable, or say "I already knew all this"?

Note on traffic weighting

Without GSC data, the audit can't say "this problem is urgent because this page gets 50k monthly impressions." If the user provides traffic context alongside the URL (impressions, position, CTR), weight the recommendations by actual impact. Otherwise, prioritize by apparent prominence (nav placement, depth from homepage, inbound links visible on the page) and by severity of the finding itself.

Bundled references

Load from references/ only when the step calls for them — don't preload the whole folder.

• pop-test-hierarchy.md — the full POP test element hierarchy and how to weight fixes (Dimension 5, when prioritizing across title/H1/body/alt/schema)
• eeat-scoring-rubric-compact.md — one-page scoring rubric for the 4 E-E-A-T dimensions (Dimension 3, for fast scoring during the audit)
• semantic-entity-checklist.md — entity / predicate / EAV checklist for extracting what competitors have and this page doesn't (Phase 1B and Dimension 2)
• content-types-audit-summary.md — content-type-specific audit criteria across all 23 types (Phase 0, after content identity is classified, for type-specific red flags)