melikhanmutlu/seo-fundamentals
skills/seo-fundamentals/SKILL.md
SEO best practices, meta tags, structured data, Core Web Vitals, technical SEO, and content optimization for search engine visibility.
development
Updated Jun 7, 2026
$ install --global
skillsauthnpx skillsauth add melikhanmutlu/web_ar seo-fundamentalsInstall this skill globally with one command. Works with Claude Code, Cursor, and Windsurf.
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SKILL.md
- name:
- seo-fundamentals
- description:
- SEO best practices, meta tags, structured data, Core Web Vitals, technical SEO, and content optimization for search engine visibility.
SEO Fundamentals
"The best place to hide a dead body is page 2 of Google search results." -- SEO proverb
When to Use
- Optimizing web pages for search engine visibility and ranking
- Implementing meta tags, Open Graph, and structured data
- Improving Core Web Vitals and page performance
- Conducting technical SEO audits
- Planning content strategy for organic search traffic
- Implementing SEO in single-page applications (SPA) and server-rendered apps
- Setting up sitemaps, robots.txt, and canonical URLs
Essential Meta Tags
Title and Description
- Title tag: 50-60 characters, primary keyword near the front, unique per page
- Meta description: 150-160 characters, compelling call-to-action, include target keyword
- Every page must have a unique title and description
- Avoid keyword stuffing; write for humans, optimize for search
Open Graph (Social Sharing)
<meta property="og:title" content="Page Title" />
<meta property="og:description" content="Compelling description for social" />
<meta property="og:image" content="https://example.com/og-image.jpg" />
<meta property="og:url" content="https://example.com/page" />
<meta property="og:type" content="website" />
<meta property="og:site_name" content="Site Name" />
Twitter Card
<meta name="twitter:card" content="summary_large_image" />
<meta name="twitter:title" content="Page Title" />
<meta name="twitter:description" content="Description for Twitter" />
<meta name="twitter:image" content="https://example.com/twitter-image.jpg" />
Essential Technical Meta Tags
<meta name="viewport" content="width=device-width, initial-scale=1" />
<meta name="robots" content="index, follow" />
<link rel="canonical" href="https://example.com/canonical-url" />
<html lang="en">
Structured Data (Schema.org)
Why Structured Data Matters
- Enables rich results (stars, prices, FAQs, breadcrumbs) in search results
- Helps search engines understand page content semantically
- Increases click-through rates with enhanced SERP features
- Critical for voice search and AI answer generation
Common Schema Types
- Article / BlogPosting: For blog posts and news articles
- Product: E-commerce product pages with price, availability, reviews
- FAQPage: FAQ sections that can appear as expandable results
- Organization: Company information, logo, social profiles
- BreadcrumbList: Navigation breadcrumbs shown in search results
- HowTo: Step-by-step instructions with optional images
- LocalBusiness: Physical business with address, hours, phone
- Event: Events with dates, locations, and ticket information
Implementation Format
Use JSON-LD (preferred by Google) in a script tag:
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Article",
"headline": "Article Title",
"author": { "@type": "Person", "name": "Author Name" },
"datePublished": "2025-01-15",
"image": "https://example.com/image.jpg"
}
</script>
Validation
- Use Google Rich Results Test to validate structured data
- Use Schema.org Markup Validator for general schema validation
- Check Google Search Console for structured data errors and enhancements
Core Web Vitals
The Three Metrics
-
LCP (Largest Contentful Paint): < 2.5 seconds
- Measures loading performance; when the largest visible element renders
- Optimize: preload hero images, use CDN, optimize server response time
- Avoid: lazy-loading above-the-fold images, render-blocking resources
-
INP (Interaction to Next Paint): < 200 milliseconds
- Measures responsiveness; delay between user input and visual response
- Optimize: break up long tasks, use
requestIdleCallback, defer non-critical JS - Avoid: long-running JavaScript on the main thread, synchronous layouts
-
CLS (Cumulative Layout Shift): < 0.1
- Measures visual stability; how much the page layout shifts unexpectedly
- Optimize: set explicit dimensions on images/videos, use
aspect-ratioCSS - Avoid: injecting content above existing content, ads without reserved space
Performance Optimization
- Critical rendering path: Inline critical CSS, defer non-critical CSS
- Image optimization: Use WebP/AVIF, responsive images with
srcset, lazy-load below-fold - JavaScript optimization: Code split, tree shake, defer third-party scripts
- Font optimization: Use
font-display: swap, preload critical fonts, subset fonts - Server optimization: Enable compression (Brotli/gzip), use HTTP/2 or HTTP/3, CDN
Measurement Tools
- Google PageSpeed Insights: Lab and field data, Core Web Vitals assessment
- Chrome DevTools Lighthouse: Local performance audits with actionable advice
- Web Vitals Chrome Extension: Real-time CWV measurement during browsing
- Google Search Console: Field data (real user metrics) across your site
- CrUX Dashboard: Chrome User Experience Report for historical field data
Technical SEO
Crawlability and Indexing
- robots.txt: Control which paths search engines can crawl
- XML Sitemap: List all important pages with last-modified dates; submit to Search Console
- Canonical tags: Prevent duplicate content issues; self-referencing canonicals are good practice
- Hreflang: For multilingual sites, specify language and regional targeting
- Noindex: Use
<meta name="robots" content="noindex">for pages that should not appear in search
URL Structure
- Use descriptive, keyword-rich URLs:
/blog/seo-best-practicesnot/blog/post?id=123 - Keep URLs short and readable
- Use hyphens to separate words (not underscores)
- Avoid URL parameters when possible; use path segments instead
- Implement proper 301 redirects when changing URLs
- Maintain a flat site architecture (important pages within 3 clicks of homepage)
Internal Linking
- Link related content to establish topical clusters
- Use descriptive anchor text (not "click here")
- Ensure every important page is reachable from navigation or internal links
- Fix broken internal links regularly
- Use breadcrumb navigation for hierarchy and user orientation
Mobile SEO
- Google uses mobile-first indexing: mobile version is the primary version
- Responsive design is the recommended approach
- Ensure text is readable without zooming (16px minimum font size)
- Touch targets should be at least 48x48px with adequate spacing
- Avoid intrusive interstitials (pop-ups) that block content
Content Optimization
On-Page SEO Checklist
- H1 tag contains primary keyword (one H1 per page)
- Subheadings (H2, H3) use related keywords and create logical structure
- First paragraph includes the target keyword naturally
- Images have descriptive alt text with keywords where appropriate
- Content is comprehensive and answers the user's search intent
- Internal links to related content on your site
- External links to authoritative sources where relevant
Search Intent Types
- Informational: User wants to learn ("how to optimize images for web")
- Navigational: User wants a specific site ("GitHub login")
- Transactional: User wants to take action ("buy running shoes online")
- Commercial investigation: User is comparing options ("best headphones 2025")
Match your content type to the dominant intent for your target keyword.
Content Quality Signals
- E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness
- Show author credentials and expertise
- Cite authoritative sources
- Keep content updated with recent information
- Include original research, data, or insights
- Provide comprehensive coverage of the topic
SPA and JavaScript SEO
- Use server-side rendering (SSR) or static site generation (SSG) for SEO-critical pages
- Pre-render pages for search engine bots if full SSR is not feasible
- Ensure that client-side navigation updates meta tags and canonical URLs
- Use the History API for clean URLs (not hash-based routing)
- Test rendering with Google's URL Inspection tool in Search Console
- Implement proper
<link rel="canonical">on every page - Generate XML sitemaps that include all client-rendered routes
Monitoring and Analytics
- Set up Google Search Console to monitor indexing, queries, and Core Web Vitals
- Track organic search traffic trends in analytics
- Monitor keyword rankings for target terms
- Set up alerts for indexing drops or crawl errors
- Regularly audit for broken links, missing meta tags, and thin content
- Review Search Console coverage report for excluded or errored pages
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