Is a free audit not good enough?

A free automated report tells you what a crawler can detect, which is genuinely useful for obvious technical problems. What it cannot do is tell you which three of the two hundred findings matter for your business, or diagnose why a page that looks fine is not ranking. That is the part you are paying for.

Can I implement the audit myself?

Yes, and it is written on that assumption. Plenty of businesses take the audit, implement it with their own team, and come back later for the work that needs specialist time. That is a legitimate outcome and we would rather it than a retainer nobody wanted.

How long does it take?

Usually one to two weeks depending on site size. Larger e-commerce catalogues take longer because the crawl and the analysis both scale with URL count.

Will you tell me if SEO is the wrong channel for me?

Yes. In categories where organic competition is entrenched and your margin cannot carry a long payback, saying so is more useful than selling a retainer that will disappoint. It happens a few times a year.

Part of SEO

An SEO Audit You Can Actually Act On

Two hundred findings exported from a crawler, sorted by a severity score nobody chose: that is the standard SEO audit. It is a document rather than a decision. Ours is ordered by what is worth doing first.

Talk to us about this All SEO

What is an SEO audit?

An SEO audit is a structured diagnosis of why a site is or is not performing in search, covering technical health, content coverage against demand, and competitive position. A useful audit ends with a prioritised list of actions ordered by likely impact against effort. An unhelpful one ends with a list of every issue a crawler can detect, which is where most audits stop because that part can be automated.

We run the audit as the first step of nearly every SEO engagement, and we run it as a standalone paid project for businesses who want the diagnosis without the retainer. Either way you keep it, including the parts that recommend work we would not be doing.

The reason it is worth paying for rather than taking a free automated report is that the automation is the easy part. Any tool can tell you that forty pages have missing meta descriptions. Knowing whether that matters for your site, and what to do about the three things that actually do matter, is judgement.

Scope

What the work covers

Not a feature list. These are the areas where the work actually changes the outcome.

Technical health

Crawl and index coverage, site architecture, Core Web Vitals against field data, canonicalisation, redirect chains, structured data validity and mobile rendering. Each finding is labelled by whether it is likely to be costing you traffic or is merely untidy: a distinction most audits refuse to make.

Content against demand

What you have published versus what people actually search for in your category. This usually reveals two things: substantial demand nobody has written for, and pages competing with each other for the same query.

Cannibalisation map

Which of your own pages are fighting each other, with a consolidation recommendation for each cluster. On sites that have published consistently for several years this is frequently the single biggest recoverable loss.

Competitive position

Who is actually ranking for your commercial terms and what they have that you do not: content depth, site structure, authority, or simply having been there longer. Some gaps are closeable this quarter and some are not, and we say which is which.

Local and entity signals

Where relevant: Google Business Profile completeness, NAP consistency, citation coverage and how consistently your business is described across the web.

AEO readiness

Whether your content is structured for extraction by answer engines, direct answers near the top, question-shaped headings, valid schema, AI crawler access, entity consistency. This is a growing share of the diagnosis and most audits do not cover it at all.

Analytics and tracking integrity

Whether the data you are making decisions on is trustworthy. It is surprisingly often not, and every conclusion downstream inherits the error.

How it runs

The sequence

In this order, because each step depends on what the previous one found.

01
Access and crawl

Search Console, Analytics and a full site crawl. If tracking is broken we find that first, because it changes how much weight to put on everything else.
02
Analysis

Technical findings, content gap analysis, cannibalisation mapping and competitive comparison. This is the part that takes the time and is not automated.
03
Prioritise

Every finding scored on likely impact and implementation effort, then ordered. We explicitly mark the items that are not worth doing, which is usually a third of what a crawler flags.
04
Walkthrough

We take you through it rather than emailing a PDF. Written in plain language, so you can act on it with your own team if that is what you want to do.

What you receive

Deliverables

Prioritised action list

Ordered by impact against effort, with the low-value findings explicitly marked as such.

Technical findings

With the specific cause named, not just the symptom.

Content and cannibalisation map

What to write, what to consolidate, what to leave alone.

Competitive read

Who is winning your commercial terms and what would be required to displace them, honestly assessed.

How this is scoped and charged

The audit is a fixed-fee project, quoted on site size and complexity after a quick look at the crawl scale. If you go on to work with us, the fee is credited against the first month. If you do not, you keep the document and the walkthrough with no obligation and no follow-up sequence. We would rather you implemented it yourself than felt pursued.

See indicative pricing

FAQ

Questions we get asked about this

A free automated report tells you what a crawler can detect, which is genuinely useful for obvious technical problems. What it cannot do is tell you which three of the two hundred findings matter for your business, or diagnose why a page that looks fine is not ranking. That is the part you are paying for.
Yes, and it is written on that assumption. Plenty of businesses take the audit, implement it with their own team, and come back later for the work that needs specialist time. That is a legitimate outcome and we would rather it than a retainer nobody wanted.
Usually one to two weeks depending on site size. Larger e-commerce catalogues take longer because the crawl and the analysis both scale with URL count.
Yes. In categories where organic competition is entrenched and your margin cannot carry a long payback, saying so is more useful than selling a retainer that will disappoint. It happens a few times a year.

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