---
name: seo
description: SEO audit and structured data patterns - meta tags, Open Graph, JSON-LD schema, Core Web Vitals. Use for marketing sites and e-commerce.
triggers:
- seo
- meta tags
- schema
- open graph
- structured data
- sitemap
allowed-tools: Read, Grep, Glob, Edit, Write, Bash
model: opus
user-invocable: true
---
# SEO & Structured Data
Based on [coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills) (MIT). Merged from seo-audit and schema-markup skills.
## 1. Meta Tags & Open Graph
### Title Tags
- 50-60 characters, primary keyword near the beginning
- Unique per page, compelling and click-worthy
- Brand name at end: `Primary Keyword | Brand`
### Meta Descriptions
- 150-160 characters with primary keyword
- Clear value proposition and call to action
- Unique per page (never auto-generated filler)
### Open Graph & Twitter Cards
```html
```
OG images: 1200x630px. Twitter images: 1200x600px.
## 2. JSON-LD Schema Markup
Use JSON-LD format (Google recommended). Place in `` or end of ``.
### Common Schema Types
| Type | Use For | Required Properties |
|------|---------|-------------------|
| Organization | Company homepage | name, url |
| Product | Product pages | name, image, offers |
| Article | Blog posts | headline, image, datePublished, author |
| FAQPage | FAQ content | mainEntity (Q&A array) |
| BreadcrumbList | Any page with breadcrumbs | itemListElement |
| LocalBusiness | Local business pages | name, address |
### Product Schema (E-commerce)
```json
{
"@context": "https://schema.org",
"@type": "Product",
"name": "Product Name",
"image": "https://example.com/product.jpg",
"description": "Product description",
"sku": "SKU-001",
"brand": { "@type": "Brand", "name": "Brand Name" },
"offers": {
"@type": "Offer",
"price": "29.99",
"priceCurrency": "USD",
"availability": "https://schema.org/InStock",
"url": "https://example.com/product"
},
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "4.5",
"reviewCount": "42"
}
}
```
### Organization Schema
```json
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Company Name",
"url": "https://example.com",
"logo": "https://example.com/logo.png",
"sameAs": [
"https://twitter.com/company",
"https://linkedin.com/company/company"
]
}
```
### Multiple Types with @graph
```json
{
"@context": "https://schema.org",
"@graph": [
{ "@type": "Organization", "name": "...", "url": "..." },
{ "@type": "WebSite", "name": "...", "url": "..." },
{ "@type": "BreadcrumbList", "itemListElement": [...] }
]
}
```
## 3. Technical SEO
### Sitemap & Robots
```xml
https://example.com/
2026-01-15
1.0
```
```txt
# public/robots.txt
User-agent: *
Allow: /
Disallow: /api/
Disallow: /admin/
Sitemap: https://example.com/sitemap.xml
```
### Canonical URLs
- Every page needs a canonical tag (self-referencing for unique pages)
- Consistent www vs non-www, trailing slash, HTTP vs HTTPS
- Prevents duplicate content issues
### Redirects
- Use 301 for permanent redirects (passes SEO value)
- Fix redirect chains (A -> B -> C should be A -> C)
- Handle trailing slashes consistently
### Core Web Vitals
- **LCP** (Largest Contentful Paint): < 2.5s
- **INP** (Interaction to Next Paint): < 200ms
- **CLS** (Cumulative Layout Shift): < 0.1
## 4. Next.js SEO
### Static Metadata
```typescript
// app/page.tsx
import type { Metadata } from 'next';
export const metadata: Metadata = {
title: 'Page Title | Brand',
description: 'Page description for search results',
openGraph: {
title: 'Page Title',
description: 'OG description',
images: [{ url: '/og-image.jpg', width: 1200, height: 630 }],
},
twitter: {
card: 'summary_large_image',
},
};
```
### Dynamic Metadata
```typescript
// app/products/[slug]/page.tsx
export async function generateMetadata({ params }: Props): Promise {
const product = await getProduct(params.slug);
return {
title: `${product.name} | Brand`,
description: product.description,
openGraph: {
images: [{ url: product.image }],
},
};
}
```
### JSON-LD in Next.js
```typescript
export default function ProductPage({ product }: Props) {
const jsonLd = {
'@context': 'https://schema.org',
'@type': 'Product',
name: product.name,
image: product.image,
offers: {
'@type': 'Offer',
price: product.price,
priceCurrency: 'USD',
},
};
return (
<>
{/* Page content */}
);
}
```
## 5. Audit Checklist
### Before Launch
- [ ] Unique title tags on every page (50-60 chars)
- [ ] Meta descriptions on every page (150-160 chars)
- [ ] One H1 per page with primary keyword
- [ ] Open Graph tags on all shareable pages
- [ ] JSON-LD schema on key pages (Organization, Product, Article)
- [ ] Sitemap.xml generated and submitted
- [ ] Robots.txt allows important pages
- [ ] Canonical tags on all pages
- [ ] Alt text on all images
- [ ] Internal linking between related pages
- [ ] Core Web Vitals passing (LCP < 2.5s, INP < 200ms, CLS < 0.1)
- [ ] HTTPS across entire site
- [ ] Mobile-responsive design
### Validation Tools
- [Google Rich Results Test](https://search.google.com/test/rich-results)
- [Schema.org Validator](https://validator.schema.org/)
- Google Search Console (Enhancements reports)
- Google PageSpeed Insights (Core Web Vitals)
### E-commerce Specifics
- [ ] Product schema on all product pages
- [ ] BreadcrumbList schema for navigation
- [ ] Category pages have unique content (not just product grids)
- [ ] Out-of-stock pages handled (not 404)
- [ ] Faceted navigation not creating duplicate URLs