Website SEO — On-Page Optimization System

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name: website-seo version: 1.0.0 description: Complete on-page SEO system for any website — page optimization, schema markup, technical SEO checklist, internal linking strategy, Core Web Vitals guidance, and AI-driven content gap analysis. Works for any CMS (WordPress, Webflow, Squarespace, custom). tags: [seo, on-page-seo, technical-seo, schema-markup, core-web-vitals, wordpress, content-optimization] author: contentai-suite license: MIT

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Website SEO — Universal On-Page Optimization System

What This Skill Does

Guides you through a complete website SEO audit and optimization process. Covers on-page elements, technical fundamentals, schema markup, and an ongoing optimization strategy that compounds over time.

How to Use This Skill

Input format:

WEBSITE URL: [Your website]
CMS: [WordPress / Webflow / Squarespace / Shopify / Custom]
NICHE: [Your industry]
TARGET LOCATION: [Local / National / Global]
PRIORITY PAGES: [Homepage / Service pages / Blog / Product pages]
CURRENT ISSUES: [Known issues or "unknown — need full audit"]
GOAL: [Rank for specific keywords / Improve existing rankings / Fix technical issues]

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Phase 1: Page-Level Optimization

Title Tag Optimization

Formula: Primary Keyword — Secondary Keyword | Brand Name

Rules:
50-60 characters maximum
Primary keyword as close to the beginning as possible
Each page must have a UNIQUE title
Make it compelling for humans, not just crawlers
Bad: "Home | Company Name"
Good: "Personal Training Rotterdam — 1-on-1 Coaching | Brand Name"

Meta Description Optimization

Formula: [Benefit] + [Primary keyword] + [CTA]

Rules:
150-160 characters
Include primary keyword naturally
Include a call-to-action
Each page must have a UNIQUE meta description
Think of it as a micro-ad for your page in search results
Prompt to generate:
"Write a meta description for a [PAGE TYPE] page about [TOPIC] for [BRAND NAME].
Primary keyword: [KEYWORD]. Audience: [AUDIENCE].
Max 155 characters. Include a benefit + soft CTA."

Header Structure (H1-H6)

Rules:
ONE H1 per page — contains primary keyword
H2s: section headers — contain secondary/LSI keywords
H3s: subsections
Never skip levels (don't go H1 → H3)
Headers should describe the content below them accurately
Audit prompt:
"Review the heading structure of this page: [paste page content]
Identify: missing H1, keyword opportunities in headers, hierarchy issues."

Content Optimization

On-Page Content Checklist:
[ ] Primary keyword in first 100 words
[ ] Primary keyword appears naturally throughout (1-2% density)
[ ] LSI keywords (related terms) used throughout
[ ] Minimum 300 words for service pages, 800+ for blog posts
[ ] Content answers the search intent (informational/commercial/navigational)
[ ] Internal links to 2-3 relevant pages on your site
[ ] External link to 1 authoritative source
[ ] All images have descriptive alt text
Content optimization prompt:
"Optimize this content for the keyword [KEYWORD]:
[Paste your existing content]
Suggest: where to add the keyword naturally, missing LSI terms,
structural improvements, and any thin content sections to expand."

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Phase 2: Technical SEO Essentials

Core Technical Checklist

INDEXABILITY:
[ ] robots.txt exists and doesn't block important pages
[ ] XML sitemap submitted to Google Search Console
[ ] No important pages with noindex tag
[ ] Canonical tags set correctly
PERFORMANCE:
[ ] Page loads under 3 seconds (test: PageSpeed Insights)
[ ] Images compressed and in WebP format where possible
[ ] Minified CSS and JavaScript
[ ] Browser caching enabled
MOBILE:
[ ] Mobile-responsive design
[ ] No intrusive interstitials on mobile
[ ] Tap targets large enough (48×48px minimum)
[ ] Text readable without zooming
CRAWLABILITY:
[ ] Clean URL structure (yoursite.com/service-name not yoursite.com/p=123)
[ ] No broken internal links
[ ] No redirect chains (A→B→C, should be A→C directly)
[ ] HTTPS enabled on all pages
CORE WEB VITALS:
[ ] LCP (Largest Contentful Paint) < 2.5 seconds
[ ] CLS (Cumulative Layout Shift) < 0.1
[ ] FID/INP (Interaction to Next Paint) < 200ms

URL Structure Best Practices

Good URL structure:
yoursite.com/service/keyword-based-page-name
yoursite.com/blog/topic-keyword-post-title
Bad URL structure:
yoursite.com/page?id=123
yoursite.com/2024/01/01/blog/post
yoursite.com/my-awesome-service-page-click-here
Rules:
Use hyphens (-) not underscores (_)
Lowercase only
Include primary keyword
Remove stop words (the, a, and, or) where possible
Keep it short — under 60 characters ideal

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Phase 3: Schema Markup

Schema markup tells search engines exactly what your content means, enabling rich snippets.

Most Valuable Schema Types

Local Business (for location-based businesses):

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "[Business Name]",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "[Street]",
    "addressLocality": "[City]",
    "postalCode": "[Code]",
    "addressCountry": "[Country Code]"
  },
  "telephone": "[Phone]",
  "url": "[Website URL]",
  "openingHours": ["Mo-Fr 09:00-17:00"],
  "priceRange": "$$"
}

Article/Blog Post:

{
  "@context": "https://schema.org",
  "@type": "Article",
  "headline": "[Post Title]",
  "author": {"@type": "Person", "name": "[Author Name]"},
  "datePublished": "[ISO Date]",
  "description": "[Meta Description]"
}

FAQ (for Q&A sections):

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

Schema generation prompt:

Generate [SCHEMA TYPE] schema markup for [BUSINESS NAME].
Details: [provide business details, page content, or FAQ content]
Output: valid JSON-LD format ready to add to the page 

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Phase 4: Internal Linking Strategy

Internal links distribute page authority and help users navigate your site.

Hub and Spoke Model:

PILLAR PAGE (broad topic) → linked to by all related pages
CLUSTER PAGES (specific subtopics) → each links back to pillar page
Example:
Pillar: "Ultimate Guide to [Your Service]"
Clusters:
"[Specific aspect 1] Explained"
"How to [specific task] — Step by Step"
"[Topic] for Beginners"
"[Advanced topic] Guide"

Internal linking rules:

Link from high-traffic pages to pages you want to rank

Use descriptive anchor text (not "click here" or "read more")

Add 2-3 internal links per new page or post

Audit broken internal links quarterly

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Phase 5: Ongoing SEO Monitoring

Monthly SEO Audit Checklist

RANKING:
[ ] Check Google Search Console for position changes
[ ] Identify keywords dropped — investigate why
[ ] Find new keyword opportunities from "Queries" report
TECHNICAL:
[ ] Check for new crawl errors in GSC
[ ] Review Core Web Vitals report
[ ] Check any new 404 errors
CONTENT:
[ ] Update any outdated statistics or information
[ ] Add internal links from new content to older pages
[ ] Identify thin pages (under 300 words) for expansion

SEO Audit Prompt

I'm auditing [WEBSITE URL] for [NICHE] targeting [KEYWORDS].
Based on SEO best practices, identify the top 10 issues to fix.
Priority order: technical issues → on-page → content gaps → link opportunities.
Format: Issue | Impact (High/Medium/Low) | Recommended fix

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Use with ContentAI Suite

This skill works seamlessly with ContentAI Suite — a free multi-agent marketing platform that generates professional content for any business in minutes.

→ Try it free: https://contentai-suite.vercel.app