vercel-seo-audit

If you're using Vercel and Google hates your site, this is for you.

A fast, developer-friendly CLI that explains why Google isn't indexing your Next.js site — beyond the vague stuff in Search Console. It detects the misconfigs that silently kill crawling and indexing: redirect traps (308), missing robots/sitemap, noindex headers, canonical mismatches, and Vercel/Next.js quirks.

Quick start

npx vercel-seo-audit https://your-site.com

Install globally (optional):

npm i -g vercel-seo-audit
vercel-seo-audit https://your-site.com

Example output

SEO Audit Report for https://example.com/
  Completed in 1118ms at 2026-01-31T12:30:54.448Z

  Summary:
    ✖ 1 error
    ⚠ 3 warnings
    ℹ 2 info
    ✔ 4 passed

  REDIRECTS
  ────────────────────────────────────────
  ✖ [ERROR] Redirect chain detected (3 hops)
    → Reduce to a single redirect: http://example.com → https://example.com/

  ROBOTS
  ────────────────────────────────────────
  ⚠ [WARNING] robots.txt not found
    → Create a robots.txt at /robots.txt

  SITEMAP
  ────────────────────────────────────────
  ⚠ [WARNING] sitemap.xml not found
    → Add app/sitemap.ts in Next.js App Router

  METADATA
  ────────────────────────────────────────
  ⚠ [WARNING] Canonical URL mismatch
    → Canonical points to https://www.example.com/ but page is https://example.com/
  ✔ [PASS] Title tag present
  ✔ [PASS] Meta description present

Common pitfalls we catch

These are the issues that silently tank your rankings on Next.js/Vercel:

• Next.js 308 trailing-slash traps — trailingSlash: true creates 308 redirect loops that waste crawl budget and confuse Google.
• www / non-www domain redirects — serving the same content on both domains without a redirect splits link equity and causes duplicate-content issues.
• Middleware rewrites & redirects affecting crawlers — Next.js middleware can rewrite or redirect in ways that only affect bots, breaking indexing without any visible symptoms in a browser.
• Canonical mismatch — the <link rel="canonical"> points to a different URL than the page actually lives at, telling Google to ignore the page.
• Sitemap / robots issues — missing sitemap.xml, empty sitemaps, robots.txt blocking Googlebot, or Sitemap: directive pointing to the wrong URL.

Usage

# Basic audit
vercel-seo-audit https://your-site.com

# JSON output (pipe to jq, save to file, feed to CI)
vercel-seo-audit https://your-site.com --json

# Verbose mode — raw HTTP details for each finding
vercel-seo-audit https://your-site.com --verbose

# Custom timeout (default: 10s)
vercel-seo-audit https://your-site.com --timeout 15000

# Check specific pages for redirect issues
vercel-seo-audit https://your-site.com --pages /docs,/team,/careers

# Audit as Googlebot
vercel-seo-audit https://your-site.com --user-agent googlebot

# Audit as Bingbot
vercel-seo-audit https://your-site.com --user-agent bingbot

# Custom crawler user-agent
vercel-seo-audit https://your-site.com --user-agent "Googlebot-Image/1.0"

# Write report to file (json, md, or html)
vercel-seo-audit https://your-site.com --report json
vercel-seo-audit https://your-site.com --report md
vercel-seo-audit https://your-site.com --report html

# Compare against a previous report to detect regressions
vercel-seo-audit https://your-site.com --diff previous-report.json

# Diff with JSON output
vercel-seo-audit https://your-site.com --diff previous-report.json --json

# Crawl all sitemap URLs and audit each page (default: 50 pages)
vercel-seo-audit https://your-site.com --crawl

# Crawl with a custom limit
vercel-seo-audit https://your-site.com --crawl 100

Config file

Create a .seoauditrc.json in your project root to set defaults:

{
  "url": "https://your-site.com",
  "strict": true,
  "verbose": false,
  "userAgent": "googlebot",
  "pages": ["/docs", "/team", "/careers"],
  "report": "json",
  "timeout": 15000
}

Then just run vercel-seo-audit with no arguments. CLI flags always override config values.

What it checks

Redirects

• Redirect chains & loops (homepage + common pages)
• HTTP → HTTPS redirect
• Trailing slash consistency (catches Next.js 308 traps)
• Meta refresh redirects (<meta http-equiv="refresh">)
• Samples common routes: /about, /contact, /blog, /pricing (customisable with --pages)

robots.txt

• Missing robots.txt
• Disallow: / (blocks everything)
• Googlebot-specific blocks
• Missing Sitemap: directive

Sitemap

• Missing or malformed sitemap.xml
• Sitemap redirects (some crawlers won't follow)
• Empty sitemap / broken URLs (samples up to 10)
• Sitemap index support
• Cross-check with robots.txt Sitemap: directive

Metadata

• Canonical URL presence & mismatch
• noindex via meta tags and X-Robots-Tag header
• Missing title, description, charset, viewport
• Open Graph basics: og:title, og:description, og:image
• Broken or relative og:image URL validation
• Twitter Card: twitter:card, twitter:image presence and validation

Favicon

• Missing favicon entirely
• /favicon.ico exists but no <link> tag
• Conflicting favicon declarations (multiple icons)

Structured Data

• Missing JSON-LD blocks entirely
• Invalid JSON syntax in <script type="application/ld+json">
• Missing @context or @type properties
• Missing required fields for known types (Article, FAQPage, Product, Organisation, etc.)

Image SEO

• Missing alt attributes (accessibility + SEO)
• Empty alt on potentially non-decorative images
• Not using next/image component on Next.js sites
• Missing loading="lazy" on below-fold images
• Oversized images (> 200 KB via HEAD request)
• Missing width/height attributes (causes layout shift)

Crawl Mode (--crawl)

When --crawl is enabled, every URL from the sitemap is fetched and audited for:

• Non-2xx status codes (broken pages)
• noindex directives (meta tag or X-Robots-Tag header)
• Missing <title> tag
• Missing meta description
• Missing or mismatched canonical URL
• Missing JSON-LD structured data

Progress is printed to stderr as each page is crawled.

Internationalisation (hreflang)

• Missing hreflang tags entirely (informational for single-language sites)
• Invalid language/region codes
• Missing self-referencing hreflang entry
• Missing x-default fallback
• Duplicate hreflang values
• Missing reciprocal links (page A→B but B doesn't→A)

Security Headers

• Missing Strict-Transport-Security (HSTS)
• Missing X-Content-Type-Options: nosniff
• Missing frame protection (X-Frame-Options or CSP frame-ancestors)
• Missing Referrer-Policy

Performance Hints

• HTML document size (warning > 1 MB, info > 500 KB)
• Render-blocking <script> tags in <head> without async/defer
• Large inline <style> blocks (> 50 KB)
• Missing <link rel="preconnect"> for third-party origins

Next.js / Vercel

• Detect Vercel deployment
• Detect Next.js trailing slash redirect behaviour
• Middleware rewrite/redirect headers (best-effort)

Severity & exit codes

Findings are categorised by severity:

Exit codes:

CI / GitHub Actions

Using the GitHub Action

name: SEO Audit
on:
  push:
    branches: [main]

jobs:
  audit:
    runs-on: ubuntu-latest
    steps:
      - uses: JosephDoUrden/vercel-seo-audit@v1
        with:
          url: https://your-site.com
          strict: true
          report: json

All inputs:

Outputs: exit-code, report-path

Using npx directly

name: SEO Audit
on:
  push:
    branches: [main]

jobs:
  audit:
    runs-on: ubuntu-latest
    steps:
      - uses: actions/setup-node@v4
        with:
          node-version: 20
      - run: npx vercel-seo-audit https://your-site.com --strict --report json

Strict mode & reports in CI

Use --strict (-S) to fail CI on warnings as well as errors — useful for enforcing SEO standards on every deploy:

# Fail on any warning or error
npx vercel-seo-audit https://your-site.com --strict

# Generate a JSON report and fail strictly
npx vercel-seo-audit https://your-site.com --strict --report json

# Generate a Markdown report for PR comments
npx vercel-seo-audit https://your-site.com --report md

[!TIP] If you want warnings to fail CI too, add a --strict or -S flag.

Roadmap

Completed

• --strict (warnings fail with exit code 1)
• --pages to customise sampled paths
• --user-agent presets (googlebot, bingbot)
• --report to write report.json / report.md
• GitHub Action marketplace wrapper
• --diff to compare two audit runs and detect regressions
• Structured data / JSON-LD validation
• --crawl mode to audit all pages from sitemap
• i18n / hreflang validation
• Image SEO checks (missing alt, next/image, lazy loading)
• Config file (.seoauditrc.json) for project-level defaults
• Open Graph & Twitter Card image validation (#36)
• Security headers audit (#37)
• Performance hints (resource size, render-blocking) (#38)
• HTML report format with interactive dashboard (#39)

Up next

• --ignore flag and .seoauditignore support (#41) good first issue
• GitHub Actions PR comment integration (#44) good first issue
• --fix flag with auto-fix suggestions (#40)
• Internal broken link checker (#42)

Future

• Page speed score via PageSpeed Insights API (#43)
• Accessibility basics audit (#45)
• Multi-URL batch auditing (#46)
• Plugin system for custom audit checks (#47)

FAQ

Does this replace Google Search Console? No — it explains & verifies the things Search Console often reports vaguely.

Will it scan my entire site? No. It checks critical endpoints + samples common pages to stay fast. Use --crawl for a full sitemap audit.

Does it work on non-Next.js sites? Yes for most checks (redirects/robots/sitemap/metadata). Some checks are Next.js/Vercel-specific.

Contributing

Contributions are welcome! Please read the Contributing Guide before opening a PR.

If you're looking for a place to start, check out issues labelled good first issue.

If you're reporting a false positive, include:

• the URL (or a reproducible HTML sample)
• expected behaviour
• actual output

Releasing

Releases are automated with release-please. Merge conventional commits to main and release-please opens a release PR that bumps the version and updates CHANGELOG.md. Merging that PR creates a GitHub Release, which triggers npm publish automatically.

See docs/RELEASING.md for the full process, commit message format, and required secrets.

Licence

MIT