01 · SEO audit
SEO audit
A list of two hundred issues is not a plan.
Most audits produce a tool export. What you need is the three things that actually matter, in order.
An SEO audit is a diagnosis of why a site is not performing in search: crawling and indexing, site structure, content coverage, authority profile and competitive position. The deliverable is a prioritised action list, ordered by expected impact on revenue rather than by how alarming the tool made an issue look.
What is included
What is included
- Indexing
- Content gaps
- Competitive position
02 · Detail
Priority is the whole value.
Automated tools produce hundreds of flags, most of which do not matter for your specific situation. A missing meta description on a page nobody searches for is technically an issue and practically irrelevant. Presenting both at the same weight is what makes most audits unusable.
The judgement is in deciding what to ignore. On a typical site, a small number of problems account for most of the lost opportunity, and the rest is noise that would consume a quarter of work for no measurable return.
A good audit also states what is working. If your technical health is fine and the real constraint is that competitors have ten years of authority, the honest answer is a longer content and
strategy, not a technical project.
03 · How it works
What the audit covers.
- 01
Indexing
What Google has, what it is missing, and what it has that it should not.
- 02
Technical
Crawl, render, speed and duplication, weighted by actual impact.
- 03
Content
Which intents you cover, which you do not, and where pages compete with each other.
- 04
Authority
Your link profile against the sites currently outranking you.
- 05
Priority list
Ordered by expected return, with effort estimated honestly.
04 · Fit
Who the SEO audit is for.
It fits companies whose site underperforms and nobody can say why, companies about to invest in content or links who want to know whether the foundation will hold, and companies evaluating an agency proposal that recommends a rebuild. It also fits after any significant change: a redesign, a migration, an unexplained drop.
It fits sites with enough history for the data to mean something. Search Console, analytics and the site itself are the inputs; competitor analysis and content gaps are manual work, not a scan.
It is not a tool export. Tools produce hundreds of flags at equal weight; the audit says which three matter and which two hundred do not, and it says what is working so nobody rebuilds something that was fine.
05 · Common mistakes
What audits most often find.
- Pages Google cannot reach or will not index. The biggest hurdle, and often invisible from inside the company.
- Pages competing with each other. Several URLs for the same intent, each ranking worse than one would.
- Intents nobody covers. Questions buyers reliably ask that the site never answers.
- Authority gaps. Competitors with years of links, which no technical fix closes. The honest answer is a longer plan.
- Signals that contradict each other. Canonicals, hreflang and structured data pointing in different directions.
The value is in the ordering. A list of everything imperfect is easy to produce and useless to act on.
06 · Measurement
What you receive.
A written report ordered by expected impact on revenue, with effort estimated honestly, evidence for each finding and the specific change recommended. It is written to be actionable by your own developer or agency.
A call to walk through the priorities and availability afterwards for implementation questions. Many clients continue as consulting; many do not, and the audit stands on its own either way.
07 · Questions
Related services
Next step
Not sure why your site underperforms?
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