SEO Optimization Skill | Agent Skills

SEO Optimization

Comprehensive 7-phase SEO optimization workflow. Audit search visibility, diagnose ranking issues, implement structured data, and produce actionable optimization recommendations for both traditional and AI-driven search.

When to Apply

Use this skill when:

Conducting a full technical SEO audit
Diagnosing ranking drops or crawlability issues
Implementing structured data / schema markup for rich results
Conducting keyword research and building content strategy
Optimizing on-page elements (title tags, meta descriptions, headers)
Building topical authority via content clustering
Evaluating and improving E-E-A-T signals
Preparing content for AI Overview (SGE) visibility
Planning or evaluating a link building strategy
Optimizing App Store listings alongside web SEO (ASO correlation)

Core Ranking Factors (2025-2026)

| Category | Factor | Weight | Notes | | --------- | ------------------------------- | ------ | --------------------------------------------------- | | Technical | Core Web Vitals (LCP, INP, CLS) | High | Direct ranking signal since 2021 | | Technical | Crawlability / indexing | High | robots.txt, sitemaps, canonical tags | | Technical | HTTPS / security | Medium | Baseline expectation | | Content | E-E-A-T signals | High | Critical for YMYL and AI Overview | | Content | Topical authority | High | Hub-and-spoke content clusters | | Content | Search intent match | High | Informational/navigational/commercial/transactional | | On-Page | Title tag / H1 / meta | Medium | Title is primary keyword signal | | Authority | Backlink quality and relevance | High | Domain Rating + topical alignment | | AI Search | Structured data / schema | High | 57% of SERPs show AI Overviews (2025) | | AI Search | Content clarity and structure | High | LLMs favor scannable, factual content |

7-Phase SEO Workflow

Phase 1: Technical SEO Audit

Assess crawlability, indexing, and site health before optimizing content.

Crawlability Checklist:

[ ] robots.txt does NOT block JS/CSS (Googlebot renders pages)
[ ] XML sitemap exists at /sitemap.xml with <lastmod>, <changefreq>, <priority>
[ ] Sitemap submitted to Google Search Console and Bing Webmaster Tools
[ ] No orphaned pages (all pages reachable via internal links within 3 clicks)
[ ] Pagination handled with rel="next" / rel="prev" or via sitemap

Indexing Checklist:

[ ] Canonical tags (<link rel="canonical" href="...">) on all pages
[ ] Duplicate content resolved (trailing slash, www vs non-www, http vs https)
[ ] noindex only on pages that should NOT appear in SERPs (thank-you pages, admin)
[ ] Google Search Console verified and no coverage errors
[ ] Core Web Vitals reported in Search Console (Page Experience report)

Core Web Vitals Targets:

| Metric | Good | Needs Improvement | Poor | | ---------------------- | ------- | ----------------- | ------- | | LCP (loading) | ≤ 2.5s | 2.5s–4.0s | > 4.0s | | INP (interactivity) | ≤ 200ms | 200ms–500ms | > 500ms | | CLS (visual stability) | ≤ 0.1 | 0.1–0.25 | > 0.25 |

For deep Core Web Vitals optimization, invoke:

Skill({ skill: 'web-perf' });

Diagnosis Tools:

# Lighthouse CLI audit
npx lighthouse https://example.com --only-categories=performance,seo --output=json

# Check indexing status
# Search: site:yourdomain.com in Google

# Validate robots.txt
curl https://yourdomain.com/robots.txt

# Check XML sitemap
curl https://yourdomain.com/sitemap.xml

Phase 2: Keyword Research and Strategy

Build a keyword strategy grounded in search intent before optimizing any page.

Search Intent Classification:

| Intent Type | Query Pattern | Content Type | | ------------- | ---------------------------- | -------------------------------- | | Informational | "how to", "what is", "guide" | Blog posts, guides, tutorials | | Navigational | Brand name, product name | Landing pages, product pages | | Commercial | "best", "vs", "review" | Comparison pages, listicles | | Transactional | "buy", "price", "discount" | Product/category pages, checkout |

Keyword Research Process:

Seed keywords: Start with 3-5 core topics your product/service covers
Expand with long-tail: Use tools (Ahrefs, SEMrush, Google Keyword Planner) to find related, lower-competition terms
LSI synonyms: For each primary keyword, identify 3-5 Latent Semantic Indexing variants
Competitor gap analysis: Find keywords competitors rank for that you don't
Group by topic cluster: Group related keywords into hub-and-spoke architecture

Keyword Prioritization Matrix:

| Priority | Search Volume | Keyword Difficulty | Intent Match | | -------- | ------------------- | ------------------- | ----------------- | | P0 | High (1000+/mo) | Low-Medium (<50 KD) | Exact match | | P1 | Medium (100-999/mo) | Medium (<65 KD) | Strong match | | P2 | Low (<100/mo) | Any | Long-tail / niche |

Content Cluster Architecture:

Pillar Page: "Complete Guide to [Topic]"
├── Cluster: "[Topic] for Beginners"
├── Cluster: "[Topic] Best Practices"
├── Cluster: "[Topic] vs [Alternative]"
├── Cluster: "How to [Specific Action] with [Topic]"
└── Cluster: "[Topic] Pricing and Plans"

Internal links: Every cluster page links to pillar; pillar links to all clusters.

Phase 3: On-Page Optimization

Optimize each page's metadata and content structure for target keywords.

Per-Page Optimization Checklist:

[ ] Title tag: Primary keyword near front, unique, ≤ 60 characters
[ ] Meta description: Includes keyword, compelling CTA, 150-160 characters
[ ] H1 tag: Exactly one per page, matches or contains primary keyword
[ ] H2/H3 tags: Logical hierarchy, include secondary keywords naturally
[ ] URL: Short, hyphenated, includes primary keyword, no parameters
[ ] First 100 words: Primary keyword appears in opening paragraph
[ ] Image alt text: Descriptive, includes keyword when contextually natural
[ ] Internal links: 3-5 internal links per page to related content
[ ] Outbound links: 1-2 links to authoritative external sources (Google, Wikipedia, gov, .edu)
[ ] Content length: Matches competitive SERP (run Skill({ skill: 'ripgrep' }) to audit)

Title Tag Formula:

Primary Keyword + Secondary Modifier + Brand Name
Example: "SEO Audit Checklist 2025 | YourBrand"
Maximum: 60 characters (avoid truncation in SERPs)

Meta Description Formula:

Action verb + Primary keyword + Key benefit + CTA
Example: "Run a complete SEO audit with our 2025 checklist. Fix technical issues, optimize content, and boost rankings. Free template included."
Maximum: 160 characters

Phase 4: Content SEO and E-E-A-T

Build content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness.

E-E-A-T Signal Checklist:

[ ] Author bio pages with credentials, LinkedIn links, publications
[ ] "About" page with team credentials, company history, contact details
[ ] Citations to authoritative external sources (studies, government data, official docs)
[ ] User reviews and testimonials with star ratings
[ ] Press mentions, awards, certifications listed
[ ] Privacy Policy and Terms of Service pages
[ ] Physical address and phone number (especially for local SEO)
[ ] Last-updated dates on evergreen content
[ ] Editorial standards / fact-checking process published (for news/medical content)

YMYL Content (Your Money or Your Life) — Highest E-E-A-T Required:

YMYL topics: finance, medical, legal, safety, news. These require:

Named, credentialed author on every page
Medical/legal/financial review process documented
Regular content freshness updates
Expert citations for all factual claims

Content Quality Framework:

| Dimension | Standard | Check | | ----------- | --------------------------------------------------------------- | ------------------------------ | | Depth | Covers topic comprehensively; answers follow-up questions | Compare to top 5 ranking pages | | Accuracy | All factual claims sourced or verifiable | Spot-check key claims | | Freshness | Published/updated date visible; outdated data refreshed | Audit annually | | Readability | Flesch-Kincaid Grade Level ≤ 9 for general audiences | Run readability tool | | Structure | Headers, bullets, tables; scannable for 8-second attention span | Visual audit | | Uniqueness | Original research, data, or synthesis; not paraphrased | Plagiarism check |

AI-Generated Content Policy (2025):

AI content is acceptable but MUST be reviewed for accuracy, tone, and nuance
Never publish raw AI output: edit for real examples, expert insights, brand voice
Disclose AI assistance in editorial process documentation (E-E-A-T signal)
Use AI to generate outlines and research; add original expert insight manually

Phase 5: Structured Data Implementation

Implement JSON-LD schema markup to enable rich results and AI Overview eligibility.

Priority Schema Types:

| Schema Type | Use Case | Rich Result Benefit | | -------------------------- | ------------------- | --------------------------------- | | Article | Blog posts, news | Author byline, date in SERP | | Product | E-commerce items | Price, rating, availability stars | | FAQ | Q&A sections | Expandable Q&A in SERP | | LocalBusiness | Physical locations | Map pack, hours, phone in SERP | | BreadcrumbList | Site navigation | Breadcrumb trail in SERP URL | | Organization | Company info | Knowledge panel, logo | | Review/AggregateRating | Reviews | Star rating in SERP | | HowTo | Step-by-step guides | Numbered steps in SERP | | Event | Events/webinars | Event listing in SERP |

JSON-LD Template (Article):

<script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Article",
    "headline": "Your Article Title",
    "author": {
      "@type": "Person",
      "name": "Author Name",
      "url": "https://example.com/author/name"
    },
    "publisher": {
      "@type": "Organization",
      "name": "Brand Name",
      "logo": {
        "@type": "ImageObject",
        "url": "https://example.com/logo.png"
      }
    },
    "datePublished": "2025-01-01",
    "dateModified": "2025-06-01",
    "mainEntityOfPage": "https://example.com/article-url",
    "image": "https://example.com/article-image.jpg"
  }
</script>

JSON-LD Template (FAQ):

<script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "FAQPage",
    "mainEntity": [
      {
        "@type": "Question",
        "name": "What is [topic]?",
        "acceptedAnswer": {
          "@type": "Answer",
          "text": "Clear, concise answer under 200 words."
        }
      }
    ]
  }
</script>

Validation Tools:

Google Rich Results Test: https://search.google.com/test/rich-results
Schema.org Validator: https://validator.schema.org/
Google Search Console > Enhancements > Monitor structured data errors

Implementation Checklist:

[ ] JSON-LD (not Microdata) used for all structured data
[ ] Schema type matches actual page content (no misleading markup)
[ ] Required properties for each schema type included
[ ] Validated with Google Rich Results Test (0 errors)
[ ] Monitored in Search Console Enhancements report

Phase 6: Link Building Strategy

Build high-quality backlinks using relevance-first outreach.

Link Quality Framework:

| Metric | Target | Tool | | -------------------- | ---------------------------------------------- | -------------------- | | Domain Rating (DR) | ≥ 40 for most link sources | Ahrefs | | Topical Relevance | Same or adjacent industry | Manual review | | Traffic | Linking page receives organic traffic | Ahrefs Site Explorer | | Link Placement | In-content (not sidebar/footer) | Manual review | | Dofollow vs Nofollow | Prefer dofollow; nofollow still drives traffic | Chrome SEO extension |

Effective Link Building Tactics (2025):

Digital PR: Create data studies, original research, or infographics; pitch to journalists
Guest posting: Contribute expert articles to industry publications (DR 40+)
Broken link building: Find broken links on authority sites; suggest your content as replacement
Resource page outreach: Find "Best Resources for [Topic]" pages; request inclusion
Testimonials: Write testimonials for tools/services you use; earn links from their testimonials page
HARO/Connectively: Respond to journalist queries to earn media mentions and links
Competitor backlink analysis: Identify where competitors earned links; replicate

Anchor Text Diversity (avoid over-optimization):

| Anchor Type | Target % | Example | | ------------- | -------- | ---------------------------- | | Branded | 40-50% | "YourBrand" | | Generic | 20-25% | "click here", "learn more" | | Partial match | 15-20% | "SEO tool for agencies" | | Exact match | 5-10% | "technical SEO audit" | | Naked URL | 5-10% | "https://example.com/page" |

Anti-Patterns to Avoid:

Link farms, PBNs (Private Blog Networks): Google penalty risk
Paid links without rel="sponsored" disclosure: Guidelines violation
Comment spam: Zero value, potential penalty
Reciprocal link schemes: Devalued by Google algorithms
Low-DR, irrelevant sites: Dilutes link profile

Phase 7: AI Search Optimization

Optimize for AI Overviews, Google SGE, and LLM citation patterns (AI Overviews appear in 57% of SERPs as of 2025).

AI Overview Eligibility Signals:

[ ] Clear, direct answers to specific questions (FAQ format favored)
[ ] Structured content: <h2>/<h3> headers, numbered lists, bullet points
[ ] FAQ schema markup implemented (Phase 5)
[ ] Page demonstrates E-E-A-T (Phase 4)
[ ] Page already ranks in top 10 for target query
[ ] Content is factually accurate with cited sources

Content Formatting for AI Readability:

# Topic Title (H1)

## What is [Topic]? (H2 — Direct answer format)

[First sentence: direct answer in under 50 words]
[Remaining sentences: expand with context and nuance]

## How to [Do Thing] (H2 — How-to format)

1. Step one: [Action verb + clear instruction]
2. Step two: [Action verb + clear instruction]
3. Step three: [Action verb + clear instruction]

## [Topic] vs [Alternative] (H2 — Comparison format)

[Clear differentiation table]

## Frequently Asked Questions (H2 — FAQ format)

**Q: [Common question?]**
A: [Direct answer under 100 words]

Entity Building for AI Visibility:

Establish brand/person entity on Wikipedia (if notable)
Maintain consistent Name/Address/Phone (NAP) across the web
Claim Google Business Profile and other directory listings
Build brand mentions across news, social, and industry sites
Cross-link between official brand assets (website, YouTube, social profiles)

Knowledge Panel Optimization:

Add Organization or Person schema to homepage
Use sameAs property to link all official profiles:

{
  "@type": "Organization",
  "name": "YourBrand",
  "sameAs": [
    "https://twitter.com/yourbrand",
    "https://linkedin.com/company/yourbrand",
    "https://en.wikipedia.org/wiki/YourBrand"
  ]
}

SEO Audit Report Template

# SEO Audit Report

**Domain:** [target domain]
**Date:** [audit date]
**Auditor:** [agent/team]

## Executive Summary

[2-3 sentences: overall health, critical issues, priority action]

## Technical SEO

### Core Web Vitals

| Metric | Score | Rating                      | Target  |
| ------ | ----- | --------------------------- | ------- |
| LCP    | X.Xs  | GOOD/NEEDS IMPROVEMENT/POOR | ≤ 2.5s  |
| INP    | Xms   | GOOD/NEEDS IMPROVEMENT/POOR | ≤ 200ms |
| CLS    | X.XX  | GOOD/NEEDS IMPROVEMENT/POOR | ≤ 0.1   |

### Crawlability / Indexing

- Indexed pages: [N]
- Coverage errors in Search Console: [N]
- sitemap.xml: [PRESENT/MISSING]
- robots.txt issues: [list or NONE]

## Keyword and Content Analysis

- Primary keywords targeted: [list]
- Pages without title tags: [N]
- Duplicate title tags: [N]
- Missing meta descriptions: [N]
- Pages missing H1: [N]

## Structured Data

- Schema types implemented: [list]
- Rich result errors in Search Console: [N]
- Validation status: [PASS/FAIL]

## Link Profile

- Total backlinks: [N]
- Referring domains: [N]
- Average DR of referring domains: [N]
- Toxic/spammy links: [N]

## Findings (Priority Order)

### P0 (Immediate Action Required)

1. [Finding] — [Impact] — [Recommended Fix]

### P1 (Address This Sprint)

1. [Finding] — [Impact] — [Recommended Fix]

### P2 (Address This Quarter)

1. [Finding] — [Impact] — [Recommended Fix]

## Optimization Roadmap

1. [Action with estimated impact and timeline]
2. [Action with estimated impact and timeline]
3. [Action with estimated impact and timeline]

Enforcement Hooks

Input validated against schemas/input.schema.json before execution. Output contract defined in schemas/output.schema.json.

See hooks/pre-execute.cjs for pre-execution validation and hooks/post-execute.cjs for observability event emission.

Anti-Patterns

Do NOT optimize content before completing technical SEO audit — crawl/index issues negate content work
Do NOT target keywords without analyzing search intent — mismatched intent kills rankings
Do NOT implement schema markup that misrepresents page content — Google manual action risk
Do NOT pursue exact-match anchor text aggressively (>10%) — over-optimization penalty risk
Do NOT use AI-generated content without human review — accuracy and tone issues hurt E-E-A-T
Do NOT ignore Core Web Vitals on mobile — majority of Google indexing is mobile-first
Do NOT create individual keyword-stuffed pages — topical clusters outperform thin pages
Do NOT set rel="noindex" to solve duplicate content — use canonical tags instead
Do NOT skip FAQ schema on Q&A content — missed AI Overview eligibility
Do NOT use disallow: / in robots.txt for pages you want indexed — blocks Googlebot

Iron Laws

ALWAYS audit technical SEO (crawlability, indexing, CWV) before content or keyword work — broken technical foundation negates all other effort
NEVER target a keyword without first classifying search intent — content that mismatches intent cannot rank regardless of quality
ALWAYS validate structured data with Google Rich Results Test before deploying — invalid schema produces no rich result benefit
NEVER pursue link building without ensuring on-page fundamentals are in place — links to poorly optimized pages waste link equity
ALWAYS use JSON-LD for structured data implementation — Google's recommended format over Microdata or RDFa
NEVER publish AI-generated content without human review for accuracy, E-E-A-T signals, and brand voice — raw AI output fails E-E-a-T standards
ALWAYS align content to topical clusters rather than isolated keyword pages — Google rewards demonstrated topical authority

References

Google Search Central — Structured Data
Google Rich Results Test
Core Web Vitals — web.dev
Google Search Console
Schema.org
Google Quality Rater Guidelines (E-E-A-T)
WordStream SEO Ranking Factors 2025
Backlinko SEO Best Practices
Research Report: .claude/context/artifacts/research-reports/seo-optimization-research-2026-03-02.md

Memory Protocol (MANDATORY)

Before starting: Read .claude/context/memory/learnings.md

Check for:

Previous SEO audits run on this domain
Known CWV issues or structured data errors
Established keyword strategy or cluster architecture

After completing:

New SEO pattern discovered → Append to .claude/context/memory/learnings.md
Crawl/indexing issue found → Append to .claude/context/memory/issues.md
Keyword strategy decision → Append to .claude/context/memory/decisions.md

ASSUME INTERRUPTION: Your context may reset. If it's not in memory, it didn't happen.

Agent Skills: SEO Optimization

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