SEO Audit Pro

Crawl any website and get a 0-100 SEO score with 50+ checks across Technical, On-Page, Schema, Social, and Compliance categories. Identifies quick wins, competitor gaps, and generates AI-written SEO articles. Industry-specific compliance checks for mortgage, real estate, medical, and legal.

SEO Audit Skill

Run a full SEO audit on any website in seconds. Get a 0-100 score, 50+ individual checks, industry compliance flags, and a prioritized fix list — no agency required.

Free vs Premium

Free tier (no API key needed):

• --demo — full audit output on a built-in static sample, zero network calls, see exactly what the output looks like
• --compliance-only <url> — fast HTTP fetch + forbidden word/MLO compliance scan, no AI analysis
• --version — print version

Premium tier (ANTHROPIC_API_KEY):

• Full 50+ check crawl + AI analysis (Claude Haiku, ~$0.003/audit)
• --competitor — side-by-side gap analysis against a competitor URL
• --generate-article — AI-written 800-word SEO article with H1/H2/FAQ schema, ~$0.003/article
• --format=json — pipe results into agent workflows or dashboards
• Industry-specific scoring modes: --industry=mortgage, --industry=medical, --industry=legal

The free compliance scan catches NMLS violations, missing disclosures, and forbidden words before they cost you — worth installing on that alone.

What this skill does

Crawls a URL and runs 50+ checks across 5 categories. Returns a weighted 0-100 score, per-check PASS/FAIL/WARN results, and a ranked fix list ordered by score impact.

Check categories

Category	Checks	Industry weight
Technical	HTTPS, robots.txt, sitemap, page speed signals, canonical, mobile	All
On-Page	Title (length, keyword), meta description, H1/H2 hierarchy, image alt, word count	All
Schema	LocalBusiness, FAQ, BreadcrumbList, Review markup	Real estate, medical, legal
Social	OG tags, Twitter card, description, image	All
Compliance	NMLS number, phone, address, disclosures, CTA count	Mortgage, medical, legal

Scoring: Weight-based (not binary pass/fail count). Critical checks (NMLS, HTTPS, H1) weight 3×. Minor checks weight 1×. Score = pass_weight / total_weight × 100.

Input contract

Tell me:

1. URL to audit — the page you want scored
2. Target keyword (optional) — for on-page keyword density check
3. Industry (optional): mortgage / real-estate / crypto / saas / healthcare / legal / general
4. Competitor URL (optional) — for gap analysis

Example prompts:

• "Audit https://example.com for 'mortgage broker [city]'"
• "Audit https://example.com --competitor https://rocket.com"
• "Check https://example.com compliance only"
• "Generate an article for 'first time home buyer [city]'"

Output contract

Standard audit output:

text

SEO Audit — https://example.com
Score: 74/100  |  Industry: Mortgage  |  Keyword: "mortgage broker [city]"

TECHNICAL (8/10)
  ✓ HTTPS enforced
  ✓ robots.txt found
  ✓ sitemap.xml found
  ⚠ No canonical tag — add <link rel="canonical"> to prevent duplicate content
  ✗ Missing mobile viewport meta

ON-PAGE (6/10)
  ✓ Title: 52 chars, keyword present
  ✗ Meta description: 210 chars (too long, truncates at 160)
  ✓ H1 present: "[City] Mortgage Broker — Get Pre-Approved Today"
  ⚠ Only 380 words — thin content, target 800+
  ✗ 4 images missing alt text

SCHEMA (3/10)
  ✗ No LocalBusiness schema — quick win, adds map pack eligibility
  ✗ No FAQ schema — competitors using this get 2× SERP real estate
  ✗ No Review schema

SOCIAL (9/10)
  ✓ OG title, description, image all present
  ✓ Twitter card configured

COMPLIANCE (10/10)  [Mortgage]
  ✓ NMLS number visible
  ✓ Phone number present
  ✓ Physical address in footer
  ✓ No forbidden words detected

TOP 3 QUICK WINS (ranked by score impact):
  1. Add LocalBusiness + FAQ schema  (+8 pts estimated)
  2. Expand content to 800+ words    (+6 pts estimated)
  3. Fix meta description length     (+4 pts estimated)

Competitor gap analysis (with --competitor):

text

GAP ANALYSIS — Your Site vs competitor.com

Your site WINS: NMLS compliance, OG tags, sitemap
Competitor WINS: FAQ schema, 2,400-word content, 3 review schema blocks

Top gaps to close:
  1. FAQ schema — competitor has 8 FAQ pairs, you have 0
  2. Content depth — competitor 2,400 words vs your 380
  3. Review schema — competitor shows star rating in SERP, you don't

Article generation (with --generate-article):

text

[800-word article with H1/H2 structure, FAQ section, target keyword density 1-2%]
Ready to paste into CMS. Estimated read time: 4 min.

How the skill works

Uses seo_audit_skill.py (in this directory). Makes HTTP requests with BeautifulSoup for crawling, Claude Haiku for AI analysis.

bash

# Full audit
python3 seo_audit_skill.py --url https://example.com --keyword "mortgage broker [city]"

# Demo mode (no network, no API — see the output format)
python3 seo_audit_skill.py --demo

# Compliance scan only (free, HTTP fetch only)
python3 seo_audit_skill.py --compliance-only --url https://example.com --industry=mortgage

# Competitor gap analysis
python3 seo_audit_skill.py --url https://yoursite.com --competitor https://competitor.com

# Generate SEO article (premium)
python3 seo_audit_skill.py --generate-article "first time home buyer [city]" --output article.md

# JSON output (for pipelines)
python3 seo_audit_skill.py --url https://example.com --format=json | jq '.score'

# Industry-specific compliance
python3 seo_audit_skill.py --url https://medicalsite.com --industry=healthcare

# Version
python3 seo_audit_skill.py --version

Industry compliance modes

Industry	Extra checks
mortgage	NMLS number, rate disclosure, APR presence, "pre-approval" forbidden
real-estate	License number, fair housing logo, MLS disclaimer
healthcare	HIPAA disclaimer, no diagnosis claims, credential display
legal	Bar number, jurisdiction disclosure, no outcome guarantees
general	Standard checks only

Why weight-based scoring

A missing NMLS number is not equal to a missing favicon. Weight-based scoring reflects real SEO impact:

• Critical (weight 3): HTTPS, NMLS/license number, H1, sitemap
• Moderate (weight 2): Meta description, canonical, mobile viewport, schema
• Minor (weight 1): OG tags, alt text on individual images, word count

A site with perfect compliance + schema but missing HTTPS scores lower than a site with HTTPS + good on-page but weak social.

Competitor intelligence note

Large mortgage sites (Rocket, LoanDepot, NerdWallet) use Cloudflare WAFs and will 403 bot requests. The audit reports the 403 as a FAIL on HTTPS-accessible content — which is honest. For auditing your own site, no issue. For competitor research on large players, use --format=json to capture what passes before the block.

Real finding: NerdWallet scores ~70/100 on this audit — they fail schema markup entirely and have a 22-char title. Their SEO advantage is domain authority (backlinks), not on-page quality. This gap is closeable for smaller operators who nail technical + schema.

Integration with agent infrastructure

bash

# Via Telegram
@openclaw seo-audit "Audit https://example.com for '[city] mortgage'"
@openclaw seo-audit "Compare https://mysite.com vs https://competitor.com"

# Via Claude Code
openclaw run seo-audit "Audit https://example.com"

# In agent pipelines (JSON mode)
python3 seo_audit_skill.py --url https://example.com --format=json | jq '.score, .quick_wins'