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Skillsseo-tune

seo-tune

Marketing & growth

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Updated 10-16 09:53

About this skill

SEO tune — make an existing site findable by search AND by AI

Three layers, one pass:

  • SEO (classic search — Yandex, Google): robots.txt, sitemap.xml, canonical URLs, a real <title> + meta description, Open Graph / Twitter cards.
  • AEO (AI answer engines — so your page is quotable): structured data (JSON-LD), FAQ blocks with direct question→answer pairs.
  • GEO (LLM / agent discovery): a deliberate AI-crawler robots policy, IndexNow so new pages get picked up fast, and (optional, experimental) llms.txt.

This skill tunes a site that already exists. It doesn't generate a blog from scratch (that's a bigger, separate tool). Point it at a folder of built HTML, or a running site, and it fills the gaps.

Step 0 — ask for the site's basics (never hardcode)

Before touching anything, get these from the user and keep them in a scratch note (you'll reuse them). Nothing here is baked into the skill — it's all theirs:

  • SITE_URL — the canonical origin, e.g. https://example.com
  • BRAND — the site / author name
  • LANG — primary language (e.g. ru, en)
  • Analytics IDs, IF they use them (Yandex Metrika counter, GA4 id) — optional
  • IndexNow key — you'll generate one with them in references/indexnow.md

Step 1 — audit (report, then STOP)

Walk the site (the built HTML files, or fetch the live pages) and check each item. Report a checklist [есть]/[нет] first, then STOP and wait for the owner's explicit approval before you change anything. Do not proceed to Step 2 until they say go.

Presence is not enough — check that each page is effectively indexable and that its canonical is correct, or the audit will "pass" a site that is actually invisible to search or silently collapsing into one URL. A Disallow: /, an all-noindex site, or a site where every page canonicals to the homepage must FAIL this audit, not pass it.

Layer Check Where
SEO robots.txt exists, points to the sitemap, and does NOT block indexing (see effective indexability) /robots.txt
SEO sitemap.xml lists only the desired indexable canonical URLs, absolute <loc> /sitemap.xml
SEO every page has a unique, real <title> and <meta name="description"> <head>
SEO every page has exactly ONE absolute, correct <link rel="canonical"> (see canonical correctness) <head>
SEO Open Graph (og:title + og:type + og:image + og:url; og:image:alt when an image is set) + twitter:card <head>
AEO article pages carry Article/BlogPosting JSON-LD references/jsonld-recipes.md
AEO Q&A / how-to pages carry FAQPage/HowTo JSON-LD (AEO / AI engines only — no Google rich result) same
AEO home page carries the truthful site-subject type (Organization/Person/LocalBusiness/…) + WebSite JSON-LD same
GEO llms.txt exists (optional, experimental — see note) references/llms-txt.md
GEO robots.txt reflects the owner's chosen AI-crawler policy (allow OR intentionally block) references/llms-txt.md
GEO IndexNow key file is published and pages get pinged on publish references/indexnow.md

Effective indexability (presence ≠ indexable — do not skip)

A file that merely exists can still be fully blocked. For each page, verify it is actually indexable:

  • robots.txt rules that apply to the REAL crawler. robots.txt is most-specific-group-wins (RFC 9309): work out the group Googlebot / YandexBot actually match, not just the * group. Disallow: / — under * OR under the engine's own user-agent — means the site is blocked. FAIL it.
  • HTML noindex: <meta name="robots" content="noindex"> (or a googlebot / yandex-specific meta) removes the page from the index even if robots.txt allows crawling.
  • HTTP noindex: an X-Robots-Tag: noindex response header does the same, invisibly. Check the response headers, not just the HTML.
  • Final HTTP status: the URL must return a final 200 — not a redirect chain, a 4xx/5xx, or a login / paywall. A canonical or sitemap URL that 301s or 404s is a bug.
  • Rendered content: the main content must actually be present after render. For a JS-heavy site, an empty HTML shell that never hydrates has nothing to index — confirm the real content is in what a crawler receives.

Sources: Google robots meta / noindex, Yandex robots.txt.

Canonical correctness (presence ≠ correct)

<link rel="canonical"> is a strong consolidation signal — a wrong one can collapse a whole multi-page site into a single URL. For each page verify:

  • Exactly one canonical, and it is an absolute URL on your one chosen origin.
  • The canonical URL is itself indexable (returns 200, not noindex, not redirected).
  • It matches this page's content — a page's canonical should point to itself (or a genuine duplicate), never to an unrelated page.
  • BUG to flag: every page carrying the SAME canonical (typically → the homepage). This tells search engines every page IS the homepage and de-indexes the rest. This is exactly the kind of existing tag that must be FIXED, not preserved — "don't break what works" does not apply to a page-collapsing canonical.
  • Built-file → public-URL mapping: do not mechanically append the file path to SITE_URL. /about/index.html on disk is usually the public /about/; handle trailing slashes, query parameters, localized (i18n / hreflang) variants and redirected URLs deliberately, not by string concatenation.

Sources: Google canonicalization, Yandex canonical.

Step 2 — generate what's missing (only after approval)

For each gap, use the recipe file, filling in the user's real SITE_URL/BRAND:

  • robots.txt / sitemap.xml — generate the sitemap from only the desired indexable canonical URLs (see the sitemap rules + template below). <lastmod> is optional and should reflect a real content change; a build mtime that bumps on every deploy is as misleading as now, so omit it rather than fake it.
  • <head> tags — unique real title + a description that summarizes the page (aim ~140–160 chars as an editorial heuristic — there is no fixed Google limit and the snippet is trimmed per device/query). Canonical = the page's real public URL on your one origin (mind the built-file mapping caveat above). OG image per-page if you have one, else a site default.
  • JSON-LD — references/jsonld-recipes.md. Pick the TRUTHFUL subject type for the home page (Organization only if the site is an organization; Person for a personal site; LocalBusiness/OnlineStore where those fit). One <script type="application/ld+json"> per block in <head>.
  • llms.txt — references/llms-txt.md (optional, experimental).
  • IndexNow — references/indexnow.md (generate the key, publish the key file, ping once on every publish — one endpoint fans out to the others).

sitemap.xml — generation rules + template

Include only the URLs you want indexed: the canonical, indexable pages. Exclude redirects, noindex pages, duplicates, 404s, login and purely technical pages.

  • Absolute <loc> URLs on your one chosen origin, canonical-consistent (the same URL you set as <link rel="canonical">).
  • UTF-8 encoding, an XML declaration, the sitemap namespace, and XML-escaped entities (& → &amp;, < → &lt;, …).
  • Max 50,000 URLs / 50 MB per file; beyond that, split into multiple sitemaps and add a sitemap index.
  • <lastmod> is optional; if present, use a W3C-datetime value that reflects a real content change (not now, not a deploy mtime).
<?xml version="1.0" encoding="UTF-8"?>
<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">
  <url>
    <loc>https://example.com/</loc>
    <lastmod>2026-07-05</lastmod>
  </url>
  <url>
    <loc>https://example.com/blog/first-post/</loc>
    <lastmod>2026-07-05</lastmod>
  </url>
</urlset>

Sources: Google build a sitemap, Yandex sitemap format.

Rules

  • Truthful metadata only. Description must match the page; JSON-LD fields must match visible content. Mismatched / misleading structured data can lose a page its rich-result eligibility or trigger a structured-data manual action — but Google states this does not change normal web ranking, and Yandex simply ignores markup it can't trust rather than penalizing it. So mark up honestly for eligibility; there is no "ranking penalty" for a bad block, only lost eligibility. Google structured-data policies.
  • The user's own IDs/keys/domain — always. Never invent analytics IDs or reuse someone else's IndexNow key. If they don't use analytics, leave it out.
  • Don't break what works. Read a page's existing <head> before editing; add missing tags, don't duplicate ones already there. Exception: an actively harmful existing tag — a page-collapsing canonical, a stray noindex, a Disallow: / — is a bug to fix, not "what works" to preserve.
  • One canonical origin. Pick https:// + one host (www or bare, not both) and be consistent across canonical, sitemap and OG.

Files

  • references/jsonld-recipes.md — copy-paste JSON-LD for the common page types.
  • references/llms-txt.md — llms.txt + the AI-crawler allowlist (GEO).
  • references/indexnow.md — IndexNow key + ping (fast indexing on Yandex & Bing).