Local SEO audit

Zero-dependency Node 18+ script in scripts/. Reads a URL and reports what a crawler can actually read from it. No installs, no API keys.

Run it

node scripts/audit.mjs https://example.ch          # human summary, exit 1 on any failure
node scripts/audit.mjs https://example.ch --json   # machine-readable, for triage

From this skill's directory. --json also exits non-zero on failures, so it drops into CI.

What it checks

21 checks. Each returns pass, warn, fail or n/a with a one-line detail that says what was found.

How to use the result

1. Run it on the real URL first, not a staging one. Redirects and the final hostname are part of what you are auditing.
2. Read the four groups in order. Structure before machine-readable before local before discovery — a page with no viewport will not be rescued by good schema.
3. Report the failures with their evidence, never as a score. There is no score here on purpose: a number invites false precision and invites the client to argue about the number instead of fixing the problem.
4. Say what the check cannot see. See Ground rules below — a fail on schema may mean "injected by JavaScript", not "missing".
5. For each failure, the fix and the reason are in references/audit.md. Load it when you need to explain why a check matters, not for every run.

Ground rules

• This reads server-rendered HTML. A site that injects JSON-LD with JavaScript is reported as having none. That is a false negative, and you must say so rather than telling the owner their schema is missing.
• No ranking claims. Nothing here predicts position. Say "this is unreadable to a crawler", never "this will improve your ranking".
• No Google Business Profile. That needs the Places API. If the profile is the real problem, this audit will not see it — say that plainly.
• llms.txt does nothing for Google. It serves assistants. Do not present it as a ranking lever when reporting.
• The address check is deliberately strict. A postcode-shaped number next to a capitalised word is not proof of an address; only an <address> element or a postalCode passes. Do not loosen it to make a report look better.
• Never invent a figure. If the owner asks how much this is worth, the honest answer is that a static audit cannot tell them, and that the measured version needs Search Console and time.

Output shape

{
  "url": "https://example.ch/",
  "generated": "2026-10-19T…",
  "summary": { "pass": 17, "warn": 3, "fail": 1, "na": 0 },
  "checks": [{ "id": "schema-local", "group": "Machine-readable", "label": "…", "status": "fail", "detail": "…" }],
  "limits": ["Reads server-rendered HTML only; …", "…", "…"]
}

limits travels with every report so the caveats cannot be dropped when the report is forwarded.