Audit SEO and create a report

Use this Official Skill as starting guidance for a first or redesigned SEO audit. Adapt it to the user's market, decision, and preferred way of working. If the user already has a tailored audit skill, follow that instead.

Context, setup, and planning

Try to understand the site, audience, market, priority pages, important competitors, and the decision the audit should support. Ask whether the user has an existing SEO process or report format they want to preserve.

When relevant, available, and approved, useful context can include Search Console, analytics, previous reports or audits, current keyword research, and the live site. Offer to learn through a few questions, inspect that context, or combine both; none is an automatic prerequisite.

Agree on scope and depth before starting. The number of pages, competitors, and keywords changes whether this should be a focused deep audit or a wider first pass. Ask what shape the result should take, such as a document, deck, dashboard, or concise summary. Present a short plan with the sources, scope, comparison set, and intended output before doing substantial work.

Execution

1. Inspect the live site and the approved search and analytics evidence relevant to the agreed scope.
2. Pull queries the site ranks just outside the top for and queries competitors rank for that the site does not. Prioritize gaps by realistic opportunity rather than raw search volume.
3. When competitor research is in scope, compare the evidence that matters to the user, such as keywords, content, offers, positioning, or pricing. Back each conclusion with its source.
4. Separate observed evidence from hypotheses and flag missing, contradictory, stale, or low-confidence data rather than filling gaps with guesses.
5. Rank the findings instead of listing every possible issue. Explain the evidence, why it matters, and the concrete next action.
6. If paid search is also relevant, show where winning organic queries could inform exact-match terms or creative angles without treating that as an automatic recommendation.
7. For comparisons across periods or tools, align date ranges and definitions before drawing conclusions.
8. Present the few changes that matter in plain language rather than as a metric dump. For a client-facing visual report inside Strawberry, use the internal strawberry/general/visual-artifact skill installed by the Strawberry harness; it is not part of this public repository. Outside Strawberry, use the environment's presentation tooling. Follow the available brand and include useful screenshots or other visual evidence in either case.

Suggested outcome

Produce the agreed report with a prioritized set of organic-search opportunities, supporting evidence and links, concrete recommendations, and a practical next action for each important finding. Keep client-facing work polished, white-label where requested, and ready to share.

Suggested next steps

• After the audit is useful, offer to preserve the accepted sources, scope, prioritization method, and report format as a user-owned skill.
• If the user wants ongoing reporting, first confirm the cadence, comparison period, and metrics that matter, then offer to turn the accepted workflow into a routine.