Technical SEO Audit

Load client context first. See seo-keywords rules/client-setup.md.

File Organization

technical/
├── audit-{date}.json              # Full audit results
├── sitemap-urls.txt               # All discovered URLs
├── homepage.md                    # Homepage content
├── crawl-data/                    # Raw crawl data
├── schema-markup/                 # Generated JSON-LD files
│   ├── homepage.jsonld
│   └── {page-slug}.jsonld
├── core-web-vitals-{date}.json    # CWV results
├── internal-links.json            # Link graph
├── cannibalization.json           # Cannibalization report
└── speed-audit-{date}.json        # Speed optimization report

Full Audit Workflow

Run these sub-audits in parallel where possible, then compile into a single scored report.

1. Crawlability & URL Discovery

# Discover all URLs
firecrawl map {domain} -o .seo/clients/{slug}/technical/sitemap-urls.txt

# Check robots.txt
curl -sI "{domain}/robots.txt" -o .seo/clients/{slug}/technical/crawl-data/robots-headers.txt
firecrawl scrape "{domain}/robots.txt" -o .seo/clients/{slug}/technical/crawl-data/robots.txt

# Check XML sitemap
firecrawl scrape "{domain}/sitemap.xml" -o .seo/clients/{slug}/technical/crawl-data/sitemap.xml

Check for:

• Robots.txt blocks important pages
• Sitemap exists and is referenced in robots.txt
• Sitemap URLs match crawled URLs (missing pages = orphans or blocked)
• Status codes: sample 20-30 URLs with curl -sI -o /dev/null -w "%{http_code}" {url}
• Redirect chains: follow redirects with curl -sIL {url} — flag chains > 2 hops

2. HTTP Headers Audit

For homepage + 5-10 key pages:

curl -sI "{url}" -o .seo/clients/{slug}/technical/crawl-data/headers-{slug}.txt

Check for:

• X-Robots-Tag — any noindex/nofollow directives in headers
• Link: <url>; rel="canonical" — HTTP canonical vs HTML canonical conflicts
• Content-Type — proper charset (UTF-8)
• Cache-Control / Expires — caching configured
• Strict-Transport-Security — HTTPS enforcement
• Content-Security-Policy — security header present
• Redirect type: 301 (permanent) vs 302 (temporary) — 302s waste link equity

3. Meta Tags Audit

Scrape 10-20 key pages:

firecrawl scrape {url} --format markdown,links -o .seo/clients/{slug}/technical/crawl-data/page-{slug}.json

For each page check:

Meta Tag	Check	Issue If
<title>	Length 50-60 chars, keyword present, unique	Missing, too long/short, duplicate
<meta name="description">	Length 120-155 chars, keyword, CTA	Missing, too long/short, duplicate
<link rel="canonical">	Self-referencing, matches actual URL	Missing, points elsewhere, conflicts
<meta name="robots">	noindex/nofollow directives	Accidentally blocking important pages
<meta property="og:title">	Present, matches title	Missing for shareable pages
<meta property="og:description">	Present, compelling	Missing for shareable pages
<meta property="og:image">	Present, proper dimensions	Missing (no social preview)
<meta name="twitter:card">	Present (summary_large_image)	Missing Twitter Card data
<link rel="alternate" hreflang>	Correct language codes, reciprocal	Wrong codes, missing return tags
<meta name="viewport">	Present with width=device-width	Missing (not mobile-friendly)

4. Schema Markup Validation

Scrape page HTML to find existing structured data:

firecrawl scrape {url} --html -o .seo/clients/{slug}/technical/crawl-data/html-{slug}.html

Check for:

• JSON-LD blocks in <script type="application/ld+json">
• Microdata attributes (itemscope, itemtype, itemprop)
• Valid schema.org types for page type
• Required properties present for each schema type
• No errors that would prevent rich results

5. JSON-LD Generation

Generate schema markup based on page type. Save to schema-markup/ directory.

LocalBusiness:

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "{business_name}",
  "image": "{logo_url}",
  "address": { "@type": "PostalAddress", "streetAddress": "", "addressLocality": "", "addressRegion": "", "postalCode": "" },
  "telephone": "{phone}",
  "url": "{domain}",
  "openingHours": "Mo-Fr 08:00-17:00",
  "priceRange": "$$",
  "sameAs": ["{social_urls}"]
}

Article:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "{title}",
  "author": { "@type": "Person", "name": "{author}" },
  "datePublished": "{date}",
  "dateModified": "{modified_date}",
  "publisher": { "@type": "Organization", "name": "{brand}", "logo": { "@type": "ImageObject", "url": "{logo}" } },
  "image": "{featured_image}",
  "description": "{meta_description}"
}

FAQPage:

{
  "@context": "https://schema.org",
  "@type": "FAQPage",
  "mainEntity": [
    { "@type": "Question", "name": "{question}", "acceptedAnswer": { "@type": "Answer", "text": "{answer}" } }
  ]
}

Also generate when appropriate: Product, HowTo, BreadcrumbList, WebSite (with SearchAction), Organization, Review/AggregateRating.

6. Internal Linking Analysis

# Get links from key pages
firecrawl scrape {url} --format links -o .seo/clients/{slug}/technical/crawl-data/links-{slug}.json

Repeat for homepage + top 20 pages. Build a link graph and check:

• Orphan pages: pages with 0 internal links pointing to them
• Link depth: pages should be reachable within 3 clicks from homepage
• Link distribution: flag pages with < 3 internal links or > 100
• Anchor text: over-optimized (same exact-match anchor) vs descriptive
• Broken internal links: 404s found in link extraction
• Nofollow on internal links: shouldn't nofollow your own pages

7. Core Web Vitals

If PageSpeed Insights API key is available:

curl -s "https://www.googleapis.com/pagespeedonline/v5/runPagespeed?url={url}&strategy=mobile&key={api_key}" -o .seo/clients/{slug}/technical/crawl-data/psi-{slug}.json

If no API key, instruct user to get one (free) at https://developers.google.com/speed/docs/insights/v5/get-started.

Metrics to extract:

• LCP (Largest Contentful Paint): Good < 2.5s, Poor > 4.0s
• CLS (Cumulative Layout Shift): Good < 0.1, Poor > 0.25
• INP (Interaction to Next Paint): Good < 200ms, Poor > 500ms
• FCP (First Contentful Paint): Good < 1.8s
• TTFB (Time to First Byte): Good < 800ms

8. Page Speed Optimization Playbook

Based on CWV results, provide specific fixes:

Issue	Fix	Impact
Render-blocking CSS/JS	Inline critical CSS, defer non-critical JS, use async/defer attributes	High (LCP)
Unoptimized images	Convert to WebP/AVIF, add width/height attributes, use responsive srcset, lazy-load below-fold	High (LCP, CLS)
No font display swap	Add font-display: swap to @font-face, preload key fonts	Medium (LCP, CLS)
Third-party script bloat	Audit and remove unused scripts, defer analytics/chat widgets	Medium (INP)
No server caching	Set Cache-Control headers, enable CDN	Medium (TTFB)
Large DOM size	Simplify markup, virtualize long lists	Medium (INP)
Layout shifts	Set explicit dimensions on images/ads/embeds, avoid inserting content above fold	High (CLS)
No compression	Enable gzip/brotli compression	Medium (TTFB)

9. Image Optimization Audit

From scraped pages, check all <img> tags:

• Alt text: present on all images, descriptive (not "image1.jpg")
• File format: using modern formats (WebP, AVIF) vs legacy (PNG, JPG)
• Dimensions: width and height attributes set (prevents CLS)
• Lazy loading: loading="lazy" on below-fold images
• Responsive: srcset attribute for different screen sizes
• File size: flag images likely > 200KB without compression

10. Mobile Friendliness

Check from scraped HTML:

• <meta name="viewport" content="width=device-width, initial-scale=1"> present
• No fixed-width elements (tables, iframes without responsive wrapper)
• Font sizes readable (base >= 16px)
• Tap targets adequate (buttons/links >= 48px)
• No horizontal scroll indicators

11. SERP Feature Eligibility

For each key page, assess which rich results it could qualify for:

Rich Result	Requirements	Page Types
FAQ	FAQPage schema, Q&A content	Service, product, blog
How-To	HowTo schema, step-by-step content	Tutorial, guide
Review Stars	AggregateRating schema	Product, service
Breadcrumbs	BreadcrumbList schema	All pages
Sitelinks Search	WebSite + SearchAction schema	Homepage
Video	VideoObject schema, embedded video	Blog, tutorial
Product	Product schema with price, availability	Product pages

12. Crawl Budget Analysis

From the full URL list, identify pages wasting crawl budget:

• Thin content: pages with < 300 words (scrape sample to estimate)
• Duplicate content: URLs that are parameter variants of the same page
• Faceted navigation: filter/sort URLs creating combinatorial explosion
• Tag/category pages: low-value taxonomy pages
• Pagination: proper rel=next/prev or load-more implementation

Recommend: noindex tag pages, consolidate thin content, use canonical tags for parameter URLs, implement robots.txt blocks for faceted navigation.

13. International SEO / Hreflang

If client has languages or regions in config:

• Check all pages for <link rel="alternate" hreflang="x-default"> tag
• Verify hreflang values match ISO 639-1 (language) and ISO 3166-1 (region) codes
• Confirm reciprocal tags (if page A references page B, page B must reference page A)
• Check URL structure: recommend subdirectory (/en/, /fr/) over subdomain or ccTLD for most cases
• Verify <html lang=""> attribute matches page language
• Check for missing return tags (most common hreflang error)

14. Cannibalization Detection

Compare all indexed pages to identify keyword overlap:

# Get all page titles from sitemap
firecrawl scrape {url} --format markdown -o .seo/clients/{slug}/technical/crawl-data/page-{n}.md

Detection method:

1. Extract title tag and H1 from each page
2. Identify pages with similar/identical title keywords
3. Search Google for those keywords via firecrawl and check if multiple client pages appear
4. If 2+ pages from the same domain rank for the same query = cannibalization

Recommendations per case:

• Merge: if both pages are thin, combine into one comprehensive page with 301 redirect
• Differentiate: if pages serve different intents, adjust titles/content to target distinct keywords
• Canonical: if one is clearly stronger, canonical the weaker to the stronger

Scoring

Calculate overall technical SEO health score (0-100):

Category	Weight	Checks
Crawlability	15	Robots.txt, sitemap, status codes, redirect chains
Meta Tags	15	Title, description, canonical, OG, robots
Schema Markup	10	Valid JSON-LD, appropriate types, required properties
Internal Linking	15	Orphan pages, link depth, anchor text, broken links
Core Web Vitals	15	LCP, CLS, INP scores
Image Optimization	10	Alt text, format, lazy loading, dimensions
Mobile	10	Viewport, responsive, tap targets, font sizes
Security	5	HTTPS, HSTS, CSP headers
Internationalization	5	Hreflang (if applicable, otherwise redistribute)

Output: overall score, category scores, prioritized fix list with effort (low/medium/high) and impact (low/medium/high) for each issue.