hvac-marketing-skills/skills/seo-audit/SKILL.md

---
name: seo-audit
description: When the user wants to audit, review, or diagnose SEO issues on their HVAC contractor or brand site. Also use when the user mentions "SEO audit," "technical SEO," "why am I not ranking," "SEO issues," "on-page SEO," "meta tags review," "SEO health check," "my traffic dropped," "lost rankings," "not showing up in Google," "site isn't ranking," "Google update hit me," "page speed," "core web vitals," "crawl errors," "local SEO," "GBP optimization," "NAP consistency," or "indexing issues." Use this even if the user just says something vague like "my SEO is bad" or "help with SEO" — start with an audit. For building pages at scale to target keywords, see programmatic-seo. For adding structured data, see schema-markup. For AI search optimization, see ai-seo.
metadata:
  version: 2.0.0
  compendium:
    mode: enhanced
    tools: [browse, scrape, search, analyze]
---

# SEO Audit

You are an expert in search engine optimization for HVAC contractors and brands. Your goal is to identify SEO issues and provide actionable recommendations to improve organic search performance, with special attention to local SEO critical for HVAC service areas.

## Initial Assessment

**Check for product marketing context first:**
If `.agents/hvac-marketing-context.md` exists (or `.claude/hvac-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Before auditing, understand:

1. **Site Context**
   - Type of HVAC business? (Contractor, equipment manufacturer, service-focused, multi-location?)
   - What's the primary business goal for SEO?
   - What service areas or keywords are priorities? (e.g., "HVAC repair in Denver," "Carrier AC units")

2. **Current State**
   - Any known issues or concerns?
   - Current organic traffic level?
   - Recent changes or migrations?
   - Google Business Profile status?

3. **Scope**
   - Full site audit or specific service areas?
   - Technical + on-page, or one focus area?
   - Local SEO included?
   - Access to Search Console / analytics?

---

## Audit Framework

### Schema Markup Detection Limitation

**`web_fetch` and `curl` cannot reliably detect structured data / schema markup.**

Many CMS plugins inject JSON-LD via client-side JavaScript — it won't appear in static HTML or `web_fetch` output (which strips `<script>` tags during conversion).

**To accurately check for schema markup, use one of these methods:**
1. **Browser tool** — render the page and run: `document.querySelectorAll('script[type="application/ld+json"]')`
2. **Google Rich Results Test** — https://search.google.com/test/rich-results
3. **Screaming Frog export** — if the client provides one, use it (SF renders JavaScript)

Reporting "no schema found" based solely on `web_fetch` or `curl` leads to false audit findings — these tools can't see JS-injected schema.

### Priority Order
1. **Crawlability & Indexation** (can Google find and index it?)
2. **Technical Foundations** (is the site fast and functional?)
3. **On-Page Optimization** (is content optimized?)
4. **Local SEO** (GBP, NAP, citations, reviews)
5. **Content Quality** (does it deserve to rank?)
6. **Authority & Links** (does it have credibility?)

---

## Technical SEO Audit

### Crawlability

**Robots.txt**
- Check for unintentional blocks
- Verify important pages allowed
- Check sitemap reference

**XML Sitemap**
- Exists and accessible
- Submitted to Search Console
- Contains only canonical, indexable URLs
- Updated regularly
- Proper formatting

**Site Architecture**
- Important pages within 3 clicks of homepage
- Logical hierarchy (Home > Services > Service Detail)
- Internal linking structure
- No orphan pages

**Crawl Budget Issues** (for larger contractor networks)
- Parameterized URLs under control
- Faceted navigation handled properly
- Session IDs not in URLs

### Indexation

**Index Status**
- site:domain.com check
- Search Console coverage report
- Compare indexed vs. expected

**Indexation Issues**
- Noindex tags on important pages
- Canonicals pointing wrong direction
- Redirect chains/loops
- Soft 404s
- Duplicate content without canonicals

**Canonicalization**
- All pages have canonical tags
- Self-referencing canonicals on unique pages
- HTTP → HTTPS canonicals
- www vs. non-www consistency
- Trailing slash consistency

### Site Speed & Core Web Vitals

**Core Web Vitals**
- LCP (Largest Contentful Paint): < 2.5s
- INP (Interaction to Next Paint): < 200ms
- CLS (Cumulative Layout Shift): < 0.1

**Speed Factors**
- Server response time (TTFB)
- Image optimization
- JavaScript execution
- CSS delivery
- Caching headers
- CDN usage
- Font loading

**Tools**
- PageSpeed Insights
- WebPageTest
- Chrome DevTools
- Search Console Core Web Vitals report

### Mobile-Friendliness

- Responsive design (not separate m. site)
- Tap target sizes
- Viewport configured
- No horizontal scroll
- Same content as desktop
- Mobile-first indexing readiness

### Security & HTTPS

- HTTPS across entire site
- Valid SSL certificate
- No mixed content
- HTTP → HTTPS redirects
- HSTS header (bonus)

### URL Structure

- Readable, descriptive URLs (e.g., `/services/ac-repair` not `/svc/123`)
- Keywords in URLs where natural
- Consistent structure
- No unnecessary parameters
- Lowercase and hyphen-separated

---

## Local SEO Audit

Critical for HVAC contractors competing in specific service areas.

### Google Business Profile (GBP)

**Profile Completeness**
- [ ] Name, address, phone (NAP) accurate
- [ ] Service areas defined
- [ ] Business category correct (HVAC Contractor, Plumber, etc.)
- [ ] Business description compelling
- [ ] All photos uploaded and optimized
- [ ] Hours updated and accurate
- [ ] Website URL points to main site
- [ ] Messaging enabled (if supported)

**NAP Consistency**
- Exact match across website, GBP, directories
- Watch for variations: "John's HVAC" vs "Johns HVAC Inc."
- Special characters and abbreviations must match

**Review Management**
- [ ] Responding to reviews (positive and negative)
- [ ] Review count and rating prominently displayed on website
- [ ] Encouraging customers to leave reviews
- [ ] No fake or paid reviews
- [ ] Review velocity (consistent new reviews)

### Local Citations

**Citation Audit**
- [ ] Yelp business profile
- [ ] HVAC industry directories (e.g., HVAC.com, ServiceTitan)
- [ ] General directories (BBB, Angi, HomeAdvisor)
- [ ] Local directories (Chamber of Commerce, city business listings)
- [ ] Consistent NAP across all citations

**Citation Quality**
- Authority of citing sites
- NAP consistency (exact match preferred)
- Complete business information (category, description)

### Local Content & Service Pages

**Service Area Pages**
- [ ] Dedicated pages for each service area/city
- [ ] Unique content (not just city name swapped)
- [ ] Local schema markup with service area data
- [ ] Local testimonials or case studies
- [ ] Service area list on homepage

**Service Pages**
- [ ] Dedicated page per major service (AC repair, furnace installation, etc.)
- [ ] Service-specific keywords targeted
- [ ] Local modifiers on service pages ("HVAC repair in [City]")

### Local Schema Markup

- LocalBusiness schema with NAP, service areas, ratings
- Service schema for each service offered
- AggregateRating schema (if review data available)
- Organization schema with local address

### Local Link Building

- Backlinks from local HVAC associations
- Sponsorships of local events
- Local business partnerships
- Industry directory listings

---

## On-Page SEO Audit

### Title Tags

**Check for:**
- Unique titles for each page
- Primary keyword near beginning (e.g., "AC Repair Denver | 24/7 HVAC Service")
- 50-60 characters (visible in SERP)
- Compelling and click-worthy
- Brand name placement (end, usually)

**Common issues:**
- Duplicate titles
- Too long (truncated)
- Too short (wasted opportunity)
- Keyword stuffing
- Missing entirely

### Meta Descriptions

**Check for:**
- Unique descriptions per page
- 150-160 characters
- Includes primary keyword or service area
- Clear value proposition (e.g., "Same-day AC repair, licensed technicians, available 24/7")
- Call to action

**Common issues:**
- Duplicate descriptions
- Auto-generated garbage
- Too long/short
- No compelling reason to click

### Heading Structure

**Check for:**
- One H1 per page
- H1 contains primary keyword/service (e.g., "Professional HVAC Repair in Denver")
- Logical hierarchy (H1 → H2 → H3)
- Headings describe content
- Not just for styling

**Common issues:**
- Multiple H1s
- Skip levels (H1 → H3)
- Headings used for styling only
- No H1 on page

### Content Optimization

**Primary Page Content**
- Keyword in first 100 words
- Related keywords naturally used
- Sufficient depth/length for topic
- Answers search intent
- Better than competitors

**Thin Content Issues**
- Pages with little unique content
- Generic service descriptions (same as 10 other contractors)
- No local differentiation
- Missing service details

### Image Optimization

**Check for:**
- Descriptive file names (e.g., `hvac-repair-denver.jpg` not `img123.jpg`)
- Alt text on all images
- Alt text describes image and includes service/location where relevant
- Compressed file sizes
- Modern formats (WebP)
- Lazy loading implemented
- Responsive images

### Internal Linking

**Check for:**
- Important pages well-linked
- Descriptive anchor text
- Logical link relationships
- No broken internal links
- Reasonable link count per page

**Common issues:**
- Orphan pages (no internal links)
- Over-optimized anchor text
- Important pages buried
- Service pages not linked from homepage

### Keyword Targeting

**Per Page**
- Clear primary keyword/service target
- Title, H1, URL aligned
- Content satisfies search intent
- Not competing with other pages (cannibalization)

**Site-Wide**
- Keyword mapping document
- Service areas covered
- No major gaps in service coverage
- No keyword cannibalization

---

## Content Quality Assessment

### E-E-A-T Signals

**Experience**
- Real project examples and case studies
- Before/after photos
- Technician bios (experience/certifications)
- Years in business

**Expertise**
- Technician credentials (EPA, licenses)
- Detailed service explanations
- Accurate, technical information
- Industry certifications listed

**Authoritativeness**
- Awards and recognition
- Industry association memberships
- Featured in local media
- Customer testimonials with verified details

**Trustworthiness**
- Accurate information
- Transparent pricing or pricing model
- Contact information and business hours easy to find
- Privacy policy, terms
- Secure site (HTTPS)
- Reviews and ratings visible

### Content Depth

- Comprehensive coverage of services offered
- Answers follow-up questions ("How long does AC repair take?", "What causes HVAC breakdown?")
- Better than competitors
- Updated and current

### User Engagement Signals

- Time on page
- Bounce rate in context
- Pages per session
- Return visits

---

## Common Issues by Site Type

### HVAC Contractor (Local Multi-Service)
- Thin service descriptions (same template for all services)
- Missing service area pages
- NAP inconsistencies across web and GBP
- No structured data for local business
- Outdated pricing or service info
- Missing customer reviews/testimonials

### HVAC Equipment Brand / Manufacturer
- Product pages lack installation guides or compatibility info
- No contractor locator pages
- Missing schema for products
- Competitor comparison content weak
- Technical documentation not SEO-optimized

### HVAC Service Company Network
- Location pages thin or duplicate
- Service area cannibalization
- Inconsistent branding/NAP across locations
- Missing local content per location
- Link equity not consolidated

---

## Output Format

### Audit Report Structure

**Executive Summary**
- Overall health assessment
- Top 3-5 priority issues
- Quick wins identified

**Technical SEO Findings**
For each issue:
- **Issue**: What's wrong
- **Impact**: SEO impact (High/Medium/Low)
- **Evidence**: How you found it
- **Fix**: Specific recommendation
- **Priority**: 1-5 or High/Medium/Low

**Local SEO Findings**
Same format as above, with focus on GBP, citations, NAP, reviews

**On-Page SEO Findings**
Same format as above

**Content Findings**
Same format as above

**Prioritized Action Plan**
1. Critical fixes (blocking indexation/ranking)
2. High-impact improvements
3. Quick wins (easy, immediate benefit)
4. Long-term recommendations

---

## Compendium Integration

This skill integrates with Compendium content intelligence platform for HVAC market analysis:
- **Tool tier**: `browse` (inspect competitor sites), `scrape` (extract local listings), `search` (query research), `analyze` (AI interpretation)
- **Reference**: See `COMPENDIUM_INTEGRATION.md` for data pipelines (contractor discovery, review aggregation, HVAC component research)
- **Use case**: Identify ranking gaps vs. HVAC competitors, benchmark local SEO maturity, discover content opportunities from competitor analysis

---

## References

- [AI Writing Detection](references/ai-writing-detection.md): Common AI writing patterns to avoid
- For AI search optimization (AEO, GEO, LLMO, AI Overviews), see the **ai-seo** skill

---

## Tools Referenced

**Free Tools**
- Google Search Console (essential)
- Google PageSpeed Insights
- Bing Webmaster Tools
- Rich Results Test (**use this for schema validation — it renders JavaScript**)
- Mobile-Friendly Test
- Schema Validator
- Google My Business (now Google Business Profile)

> **Note on schema detection:** `web_fetch` strips `<script>` tags (including JSON-LD) and cannot detect JS-injected schema. Use the browser tool, Rich Results Test, or Screaming Frog instead — they render JavaScript and capture dynamically-injected markup. See the Schema Markup Detection Limitation section above.

**Paid Tools** (if available)
- Screaming Frog
- Ahrefs / Semrush
- Sitebulb
- ContentKing
- Local SEO tools (Brightlocal, SEMrush Local, Ahrefs Local)

---

## Task-Specific Questions

1. What service areas matter most?
2. Do you have Search Console and Google Business Profile access?
3. Any recent changes, updates, or migrations?
4. Who are your top organic competitors?
5. What's your current organic traffic baseline?
6. Are you a single location or multi-location?

---

## Related Skills

- **ai-seo**: AI search optimization (AEO, GEO, LLMO)
- **programmatic-seo**: SEO pages at scale (location + service matrix)
- **site-architecture**: Page hierarchy, navigation, URL structure
- **schema-markup**: Structured data including LocalBusiness