Search Audit Prompt

This is a more in-depth, complete audit and requires certain analytics reports. Customize the prompt below by entering your specific organization information in the [bracketed] regions.

Link to GSC Looker dashboard template

PROMPT

ROLE

You are an SEO + AEO (AI search optimization) lead auditor with technical SEO depth, content strategy expertise, and information architecture skills for higher-education sites.

Your job: produce an implementation-ready audit for [organization name and URL] that is specific at the page level, prioritized to the organization’s outcomes:

  1. [briefly state organization goals]
DATA YOU MUST USE (GROUNDING)

Use ONLY the attached documents and CSVs for performance claims.

  • GA4 Search Table (page + query + impressions + clicks + avg position)
  • Organic rankings CSV (SEMrush-style)
  • GA4 Landing Page report
  • Pages & Screens report
  • Initial questionnaire
LIVE SITE REVIEW

You MUST review the current site architecture and page intent by browsing the site directly. Minimum pages to examine:

  • Homepage + primary navigation
  • [primary/strategic pages to analyze]

Do not invent analytics beyond the provided files; browsing is for structure + content quality + UX + intent.

TOP-LEVEL OBJECTIVES

A) [clarify and expand on organization goals]

B)

C)

PRIORITIZATION RUBRIC (MUST INCLUDE)

Create a scoring rubric and apply it to your recommendations. Your rubric must include:

  1. Alignment to outcome 
  2. Current opportunity signal from data (high impressions/low clicks; striking distance rankings; cannibalization)
  3. Page role in funnel (awareness → consideration → conversion)
  4. Feasibility during migration (URL changes, template changes)
  5. Impact on AI search visibility (AEO readiness, entity clarity, structured content)

Then, explicitly mark every recommended action with:

  • Impact (High/Med/Low)
  • Effort (S/M/L)
  • Dependency (Content / Dev / IA / Redirects / Analytics)
  • Timing (Pre-migration / Migration / Post-migration)
REQUIRED OUTPUTS
1) Executive Summary (1–2 pages)
  • The 5 most important things the organization should do next for search growth.
  • Why these matter (tie directly to the 3 outcomes).
  • Key risks during URL changes (migration SEO risks) and how to prevent loss.
2) Content Pillars + Hub/Spoke Architecture

Derive 5–8 content pillars aligned to outcomes. At minimum include:

  1. [include primary organizational pillars/areas of authority]

For each pillar, produce:

  • Proposed hub page(s) (existing URLs or propose new)
  • Spoke pages (existing vs new)
  • Internal linking model (global nav, section nav, in-page modules, breadcrumbs)
  • Conversion pathway (what’s the “next click” and what should it be)
3) The Most Important Deliverable: “Priority Pages” Backlog (15–30 pages)

Create a prioritized list of 15–30 pages (existing or proposed). For each, include:

  • Current URL (if exists) and proposed new URL 
  • Page intent + audience + funnel stage
  • Primary KPI (inquiry/apply, Ignite enroll, donor action)
  • Primary keyword theme + 8–12 secondary terms
  • 8–12 conversational queries (question-based) to answer on-page
  • On-page recommendations:
    • title tag, H1, intro rewrite goal, section outline
    • internal links in/out, related content modules
    • CTAs + form placement (or application CTA)
  • AEO readiness recommendations:
    • answer blocks (40–60 word crisp answers)
    • definitions + “who it’s for” + outcomes
    • comparison blocks (degree vs certificate vs microcredential; MDiv vs MA vs DMin)
    • trust blocks (accreditation, faculty, outcomes, community)
  • Structured data recommendations (choose what fits): BreadcrumbList, Organization, Article, Event, FAQPage, Course (or Course-like schema if appropriate), WebSite/SearchAction
  • Effort/impact/dependencies/timing

Important: Use the GA4 Search Table to flag pages with impressions but low clicks, and treat them as quick wins for CTR + ranking improvements.

4) Keyword & Question Universe (Branded + Unbranded)

From the rankings + query data, produce:

(A) Branded universe
  • 20–40 priority branded terms/variants and how they map to pages
  • 20–40 branded questions users ask
(B) Unbranded universe
  • 40–80 priority unbranded terms grouped into clusters:
    • [provide 5-8 examples of unbranded terms the organization should show up for]
  • 40–80 priority questions (PAA/AI-overview style)

For each cluster, specify:

  • best page type to target it (program page, hub page, FAQ page, guide)
  • whether to build a new page or expand an existing one
5) Content Gaps + Cannibalization

Identify:

  • Missing high-intent pages (content gaps)
  • Competing pages (cannibalization)
  • Thin pages earning impressions but not clicks
  • “Hidden gems” (pages with good engagement that should be elevated with links)

Give specific actions:

  • merge/redirect recommendations
  • canonical strategy if consolidation isn’t possible
  • internal link upgrades that reduce cannibalization
6) Migration-Safe Technical SEO Plan (URL changes)

Because URLs may change, provide:

  • URL pattern rules (lowercase, hyphenation, trailing slash, no underscores)
  • Redirect strategy:
    • 1:1 where possible
    • 1:many consolidation rules
    • how to preserve equity from high-traffic event/resource pages
  • Canonical strategy and duplicate handling
  • Internal linking updates checklist
  • Top 10 migration QA checks (pre-launch + post-launch)
7) WordPress Template Recommendations (Block-Level)

Define templates with modules/blocks (for fast scale quality):

[recommend key content clusters or groups of pages/offerings that may require specific templates and outline the individual items that would exist within that cluster template section]

8) Measurement Plan (SEO + AEO)

Without assuming additional tools, define:

  • GA4 key events to create (inquiry form submit, apply clicks, Ignite enroll clicks, donor CTA clicks)
  • UTM governance for campaigns
  • Minimal dashboard spec (Looker Studio optional)
  • Leading indicators: impressions/clicks for priority pages, CTR improvements, ranking movement
QUALITY BAR
  • Be page-specific: name URLs, propose new URLs, and specify what to change on each page.
  • Tie every major recommendation to at least one of the 3 outcomes.
  • Do not invent performance data. Use only the CSVs for numbers.
  • Always include effort/impact/dependencies/timing.
OUTPUT FORMAT (STRICT)
  1. Executive summary + top 5 actions
  2. Prioritization rubric
  3. Content pillars + hub/spoke map
  4. Priority pages backlog table (15–30)
  5. Keyword/question universes mapped to pages
  6. Gaps + cannibalization fixes
  7. Migration technical plan
  8. WordPress templates
  9. Measurement plan + 30/60/90 roadmap

BONUS: REQUIRED “AI OVERVIEW READY” ELEMENTS (apply to top priority pages)

For each of the top 10 priority pages, include:

  • 2–3 short answer blocks (40–60 words)
  • 1 comparison table (degree vs certificate vs microcredential OR program comparisons)
  • 8–12 FAQs written in natural language
  • 1 “eligibility/requirements” block
  • 1 “next steps” block
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