The Prompt Engineering SEO Audit is a comprehensive guide authored by Matt Diggity, a leading authority in the SEO industry, on how to harness custom AI tools for auditing and improving website content. It blends the principles of Google’s Helpful Content guidelines with E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) to create a practical framework that allows marketers, business owners, and content creators to automate large-scale audits and generate actionable recommendations.

The document begins with an Introduction that establishes the need for a smarter, more efficient approach to auditing. Traditional content audits are time-intensive and often inconsistent. By leveraging custom GPTs (Generative Pre-trained Transformers), users can streamline this process, ensuring every page is evaluated against the latest SEO standards.

The first major section, Creating Your Custom GPT, walks readers through the setup process. This includes accessing the GPT editor, naming the agent, and configuring its instructions. Diggity stresses the importance of tailoring the GPT to suit specific content types. Instead of relying on a single model for everything, users can build specialized agents for blog posts, homepages, service pages, and product pages. Each type has unique requirements, and customized prompts make the analysis more accurate and useful.

In the Blog Posts section, the guide provides prompt instructions for auditing long-form content. Blog posts are scored based on relevance to user intent, content quality, engagement, SEO optimization, and the presence of calls-to-action. The GPT then generates suggestions for adding depth, optimizing keyword use, and integrating multimedia. For example, if a post lacks practical examples or strong CTAs, the system highlights these gaps and offers improvements.

The Homepages section covers the unique role of a website’s front page. Here, first impressions, trust signals, user navigation, and value propositions are the primary focus. A custom GPT can assess whether the homepage communicates its purpose in three seconds, whether navigation is intuitive, and whether testimonials or awards are included to build trust. Recommendations may include rewriting the headline for clarity, reorganizing navigation menus, or strengthening calls-to-action.

Service Pages receive their own framework, focusing on clarity of offers, addressing customer pain points, and incorporating credibility factors such as case studies or testimonials. The GPT evaluates these aspects and suggests keyword optimization, stronger explanations, and more persuasive CTAs to increase conversions.

For Product Pages, the audit emphasizes detailed descriptions, unique selling points, SEO keyword integration, and multimedia support. The GPT analyzes whether benefits are clearly stated, whether product imagery is compelling, and whether CTAs are persuasive enough to convert. Recommendations may include expanding descriptions, highlighting differentiators, or restructuring metadata.

A central section of the guide is Creating Your Custom AI Prompt. Diggity demonstrates how to write effective instructions for the GPT to ensure high-quality output. He advises including criteria such as identifying weaknesses, giving actionable recommendations, and providing concrete examples. The prompts are designed to yield detailed feedback across seven categories:

1. Content quality and relevance

2. Credibility and authority

3. Audience engagement

4. Originality and value

5. Structure and readability

6. Transparency and trust

7. Metadata optimization

Each category not only highlights issues but also offers practical fixes—for example, rewriting meta titles, adding expert quotes, or breaking down dense text into lists.

The guide also explains Deliverables and Output Requirements. The custom GPT should provide both written reports and spreadsheet exports, with each URL analyzed on its own tab. Scores (1–10) and priority levels (high, medium, low) are included, along with specific, example-driven recommendations. This structure allows users to manage audits at scale and track improvements systematically.

Finally, the Finalizing Your Custom GPT section outlines how to integrate Google’s Helpful Content and Search Quality Evaluator guidelines directly into the tool’s knowledge base. This ensures that audits are aligned with Google’s evolving standards.

In summary, the Prompt Engineering SEO Audit is both a technical manual and a strategic playbook. It empowers SEO professionals to move beyond manual audits and adopt AI-driven processes that save time, improve accuracy, and deliver actionable insights. By following this guide, businesses can consistently refine their content to rank higher, engage readers more effectively, and build long-term authority online.