--- name: store-analyzer description: Comprehensive Shopify store audit covering conversion, trust, speed, SEO, and AI visibility. Use when a user asks to audit, analyze, review, or check any Shopify store. Covers what real store reviewers check — CRO, UX, trust signals, page speed, search optimization, and AI readiness — all from public data. Do not use for non-Shopify sites, backlink audits, local SEO, paid ads analysis, or generic copywriting. --- # Store Analyzer The most comprehensive public-data Shopify store audit. Built on what 50+ real store reviewers actually check (Shopify Community research, March 2026) plus current Google, Bing, and Shopify guidance. The skill reasons through eight questions in order: 1. **Would a first-time visitor trust this store enough to buy?** (Trust & Credibility) 2. **Does the store convert browsers into buyers?** (CRO & Conversion) 3. **Is the store fast enough to keep visitors?** (Page Speed) 4. **Can search engines crawl and understand the store?** (Technical SEO) 5. **Do product pages rank and convert from search?** (Product-Page SEO) 6. **Can Google create rich ecommerce results from the pages?** (Structured Data) 7. **Can an AI agent answer common shopping questions from the content?** (AEO) 8. **Is the content strong enough to be cited, not just indexed?** (GEO) ## Eight Audit Modules | Module | What it measures | Reference | |---|---|---| | Trust & Credibility | Logo, favicon, about page, contact completeness, branded email, footer, payment icons, policy transparency, social links | [trust-ux-checks.md](references/trust-ux-checks.md) §1-4 | | CRO & Conversion | Hero CTA, cart type, cross-sells, shipping bar, size charts, trust badges near ATC, express checkout, review widget, email capture, urgency elements | [cro-checks.md](references/cro-checks.md) §1-5 | | Page Speed | Core Web Vitals (LCP, CLS, FCP), mobile performance score, third-party script count, image loading strategy | [trust-ux-checks.md](references/trust-ux-checks.md) §5 | | Technical SEO | Crawlability, robots, sitemap, canonicals, internal linking, crawl efficiency | [seo-checks.md](references/seo-checks.md) §3-4, 8-9 | | Product-Page SEO | Titles, meta descriptions, headings, content depth, image coverage | [seo-checks.md](references/seo-checks.md) §1-2, 5-7 | | Structured Data & Merchant Readiness | Product/Offer schema, merchant listing fields, review markup, Organization, identifiers | [seo-checks.md](references/seo-checks.md) §1 + [catalog-checks.md](references/catalog-checks.md) | | AEO Readiness | FAQ content, policy/shipping/returns clarity, product specs, Q&A format, answer blocks | [aeo-checks.md](references/aeo-checks.md) | | GEO Citation Readiness | AI bot access, unique content, brand identity, trust signals, content extractability | [geo-checks.md](references/geo-checks.md) | Conversion & trust (40% of audit weight) matter most — these are what real reviewers flag first. Then SEO fundamentals (25%), structured data (15%), and AI readiness (20%). ## Bundled Resources - [references/cro-checks.md](references/cro-checks.md) — Conversion checks: hero CTA, cart experience, product page elements, urgency, email capture - [references/trust-ux-checks.md](references/trust-ux-checks.md) — Trust & UX checks: branding, contact, footer, policies, page speed/Core Web Vitals - [references/seo-checks.md](references/seo-checks.md) — SEO audit checks, heuristics, and Shopify-specific technical issues - [references/geo-checks.md](references/geo-checks.md) — AI visibility checks: bot access, entity signals, citation-worthiness - [references/aeo-checks.md](references/aeo-checks.md) — Answer engine checks: snippets, FAQ schema, voice search, PAA - [references/catalog-checks.md](references/catalog-checks.md) — Product and collection data quality checks from `/products.json` - [references/troubleshooting.md](references/troubleshooting.md) — Edge cases: blocked endpoints, missing data, how to phrase partial findings - [assets/report-template.md](assets/report-template.md) — Exact output format. Follow it precisely. - [references/testing.md](references/testing.md) + [evals/evals.json](evals/evals.json) — Trigger tuning and regression checks - Validate saved reports: `python ${CLAUDE_SKILL_DIR}/scripts/check_report.py --input path/to/report.md --mode full|focused|review` ## Critical Rules - Use only public Shopify endpoints and public page HTML. Never attempt authentication. - Never make authenticated Shopify changes from this skill. `store-analyzer` is analysis-only. - Report exact counts. Do not round, estimate, or use "approximately." - Label major findings as `Catalog-wide`, `Sampled`, or `Inference`. - Never generalize from sampled HTML to the entire site without saying so. - If `products.json` is blocked, empty, or unusable, say so clearly and stop the catalog audit instead of guessing. - Treat missing server-rendered JSON-LD carefully — apps can inject it client-side. - Never claim Google penalties, guaranteed rankings, or traffic loss without direct evidence. ### Research-Backed Principles (sources: Google Search Central, Bing Webmaster, Shopify AI docs) These override any conflicting guidance in reference files: 1. **AI citation readiness = indexability + snippet eligibility + content completeness.** Google says "you don't need new machine-readable files or AI text files" for AI features. Do NOT recommend creating llms.txt. 2. **FAQPage schema does NOT drive AI citations.** Google deprecated FAQ rich results (Aug 2023) for non-gov/health sites. Score FAQ **content quality**, not schema presence. 3. **Title/meta description character counts are not actionable.** Google rewrites titles and truncates snippets dynamically. Only flag missing, mass-duplicated, or misleading titles. 4. **Shopify default technicals are pass/fail.** Robots.txt, sitemap, canonicals, SSL are auto-generated. Only flag if broken or customised harmfully. 5. **Performance micro-optimisations are never findings.** Missing fetchpriority, image dimensions, preload hints — informational only. 6. **Organization schema is conditional.** Not in Google's/Bing's core AI requirements. Only flag for nationally recognised brands with entity disambiguation needs. 7. **HowTo schema is deprecated and product-gated.** Google deprecated HowTo rich results (Sep 2023). Skip for clothing/shoes/accessories. 8. **Comparison tables are context-gated.** Only relevant for multi-brand stores. Single-brand DTC stores do not need "A vs B" content. 9. **OG/Twitter tags, meta keywords, rel=prev/next are NOT AI citation factors.** Do not weight for AI readiness. ## Finding Quality Bar Not every failed check is a finding. You are auditing real businesses. A finding earns inclusion ONLY if: ### 1. Provable revenue or traffic impact Can you connect this to lost revenue, lost traffic, or lost competitive position with a specific mechanism? "Best practice" is not enough. - YES: "All 884 collection pages have zero descriptions — no content for Google to rank for category searches" - YES: "Product titles truncated at 55 chars in every SERP listing — reduced CTR" - NO: "Missing llms.txt" — no store has one, no AI engine requires it - NO: "No HowTo schema" — irrelevant unless the store sells instructional products - NO: "Missing fetchpriority on hero image" — micro-optimization, mention in passing only ### 2. Proportional to store maturity Assess the store from the data. A 500-product brand with reviews, proper Product schema, and a blog is doing many things right — the report should reflect that. - **Established store** (500+ products, reviews, schema present): 4-6 findings max. Ask: "Would the Head of Growth act on this?" If no, cut it. - **Growing store** (50-500 products): Mix of strategic issues and quick wins. 5-7 findings. - **New/small store** (< 50 products): Foundational issues matter more. Up to 8-10 findings. ### 3. Not checkbox noise These are NOT findings for established stores. Do not report them: - Missing llms.txt (Google says no new AI text files needed — NEVER recommend creating one) - Speakable schema (beta, news-only) - HowTo schema on non-instructional products (deprecated by Google Sep 2023) - FAQPage schema absence (deprecated for non-gov/health sites Aug 2023 — score content, not markup) - No comparison tables on single-brand DTC stores - Brand name "inconsistency" between domain and display name (neemans.com vs "Neeman's") - Missing Organization/sameAs links (unless brand has national recognition) - No Knowledge Panel (most DTC brands don't have one) - Missing fetchpriority/image dimensions/preload hints (micro-optimisations, never a finding) - Title/meta description character-count violations (Google rewrites freely) - OG/Twitter tag completeness (social preview, not AI citation factor) - Meta keywords tag (Google explicitly ignores) - rel=prev/next pagination (Google no longer uses) - Blog freshness thresholds (unless blog is a core traffic channel) - Default Shopify robots.txt/sitemap/SSL being "present" (these are auto-generated, not achievements) ### Merge related issues - Meta descriptions + thin titles + H1 issues = ONE finding about SERP presentation - No FAQ schema + no question headings + no voice readiness = ONE finding about answer-engine gap - Missing Organization schema + no sameAs + no Knowledge Panel = ONE finding about entity identity ## Output Rules ### Report structure Follow [assets/report-template.md](assets/report-template.md) EXACTLY. The allowed sections are: 1. `STORE ANALYSIS — {domain}` 2. `BOTTOM LINE` — biggest issue + quick win 3. `SNAPSHOT` — store facts + speed + trust signals in one block 4. `FINDINGS` — flat list ordered by business impact, NOT grouped by dimension 5. `SAMPLE FIXES` — 2-3 real examples with Problem/Fix/Result 6. `CONVERSION GAPS` — missing elements real shoppers expect 7. `AI-FACING GAPS` — questions AI agents cannot answer from this store's content Nothing else. No EXECUTIVE SUMMARY, no DIMENSION SUMMARY, no SCORECARD, no SEO/GEO/AEO/CRO FINDINGS headers, no TOP ACTIONS, no WHAT'S WORKING checkmark lists, no scores, no sign-off paragraphs, no "This is a diagnostic benchmark." ### Format rules - Full audit: **70-160 lines max**. If you exceeded 160 lines, you wrote too much. - Each finding: exactly **4 lines** — Scope, Proof, Fix, Impact. One line each. - Proof = ONE line with exact data (numbers, not adjectives). - Fix = ONE concrete action in ONE line. - Impact = ONE line saying what improves. - SAMPLE FIXES: 2-3 items, each with Problem/Fix/Result (one line each). - AI-FACING GAPS: 4-6 specific questions AI agents can't answer from this store today. - NO checkmark lists (✓/✗) in FINDINGS. The SNAPSHOT trust line is the only exception. - NO scores or numerical ratings (no X/100, no X/Y) in FINDINGS. SNAPSHOT speed metrics are raw data, not scores. - NO "What this means" explanations. The 4-line format is self-explanatory. ## Workflow ### 1. Confirm the task mode - `Full audit`: all eight modules. - `Focused audit`: user wants a specific area (e.g., "check AI readiness" = GEO focus). - `Audit review`: user provided an existing audit; verify its claims. ### 2. Normalize domain and confirm store is auditable - Strip scheme, `www.`, trailing slashes, path fragments, query strings. - Fetch store metadata and products endpoint first. - If public catalog data is blocked, explain the limitation and continue with sampled HTML only. ### 3. Collect catalog-wide data Fetch using any available method (HTTP requests, browser, CLI curl): 1. `https://{domain}/meta.json` 2. `https://{domain}/products.json?limit=250&page={n}` — paginate until < 250 returned 3. `https://{domain}/collections.json?limit=250` 4. `https://{domain}/pages.json` 5. `https://{domain}/robots.txt` 6. `https://{domain}/sitemap.xml` 7. `https://{domain}/llms.txt` ### 4. Collect sampled HTML + CRO/trust/speed data Fetch 30-50 representative pages. Extract ALL signals in one pass per page — SEO, CRO, and trust checks all run against the same HTML. Do not fetch any page twice. **Pages to fetch:** - 15-20 product pages (varied handles, price points, and collections) - 8-10 collection pages (prioritize collections with most products) - Homepage, about page, contact page - 3-5 blog articles (if blog detected from sitemap) - Policy pages (shipping, returns, FAQ) **Extract from every page:** title, meta description, canonical, H1, JSON-LD blocks, OG/Twitter tags, internal link patterns, external scripts, image attributes, question headings, lists/tables. **Additionally extract per [cro-checks.md](references/cro-checks.md) and [trust-ux-checks.md](references/trust-ux-checks.md):** - Homepage: hero CTA buttons + text, hero heading, footer (payment icons, policy links, social links, newsletter form), email capture scripts, chat widget scripts - Product pages: cart drawer/redirect indicators, trust badges near ATC, size chart links, shipping info blocks, return policy blocks, express checkout buttons, review widget + star ratings, image count, product badges - Contact page: phone, address, email domain, contact form, chat widget - About page: word count, real content vs placeholder **Page speed (separate API call):** - `curl "https://www.googleapis.com/pagespeedonline/v5/runPagespeed?url=https://{domain}&category=performance&strategy=mobile"` - Extract: performance score, LCP, CLS, FCP. Count third-party `