Analytics and audits
SEO audit
for your website
We check what is blocking indexing, what your content is missing and where competitors are ahead of you. The result is an action plan: tasks ordered by impact and effort.
Why audit when you could start SEO straight away
Without a diagnosis, SEO work is guesswork. A company may keep publishing articles and see no change, because some of its pages are blocked from indexing or many of them share the same title. An audit identifies obstacles like these at the start.
The audit also sets the order of work, so you know where to start and what can wait.
What we check
The audit covers eight areas, from indexing to measurement accuracy.
- Indexing: what Google actually sees, what it does not, and why
- Performance: Core Web Vitals, first contentful paint, page weight
- Structure: URLs, headings, navigation, internal linking
- Content: query coverage, duplicates, keyword cannibalisation
- Structured data: business, services, products, reviews, FAQ
- Link profile: what links to the site and whether it does any harm
- Competitors: who ranks at the top and why
- Analytics: whether tracking is set up correctly
What the report looks like
We do not send a printout from a tool. The report is a task list. Each task describes the problem, the expected effect of the fix, the approximate effort and a technical pointer, so you can hand the list to a developer or an agency.
Tasks are ordered by impact relative to effort. At the top are fixes that unlock existing content. At the bottom are changes with a smaller effect.
| Priority | Typical example | Effect |
|---|---|---|
| Critical | Indexing blocked, no redirects after a migration | Unlocks traffic that should already be there |
| High | Duplicate titles, no content on the most important pages | Better match between the most important pages and search queries |
| Medium | Performance, structured data, internal linking | Strengthens the effect of the other work |
| Low | Cosmetic fixes and optimisations for the future | To do once everything else is done |
Cannibalisation: when a site competes with itself
Cannibalisation happens when several pages target the same query, for example a service page, a blog post and a category. The search engine then gets several similar answers from one site, and none of them is clearly the best.
In the audit we point out these pages and say what to do with them: merge them, redirect them or rewrite one of them for a different query.
What happens after the audit
We go through the report in an online meeting, because some of the tasks need context. Then you have three options: you implement the changes yourself, your current contractor does it, or we do it as part of an ongoing partnership.
If you choose an ongoing partnership with us, we deduct the cost of the audit from the first month. If you decide otherwise, the report stays with you and you can pass it on.
Three typical findings
The first is what is left over from an old migration. The site was moved at some point, the old URLs were left without redirects, and links earned over the years lead to pages that no longer exist. Redirects put those links back to work.
The second is missing service pages. The company offers several services, but the website has a single “Offer” tab with a bulleted list. When someone searches for a specific service, the search engine has little to show from this site and more often picks a competitor that has such a page.
The third is page titles written around the company name instead of the search query. The title reads “Our offer | XYZ Company”, while people type in the name of the service and the city.
What affects the cost of an SEO audit
The cost depends mainly on the size of the site and on whether historical data needs to be analysed. A company website with a dozen or so pages takes different effort from a shop with several thousand products and several years of history in Search Console.
| Type of site | Audit scope |
|---|---|
| Company website | Full technical and content analysis |
| Large website | Many services and locations, cannibalisation analysis |
| Online shop | Catalogue, filters, duplicates, structured data |
| Audit after a drop in visibility | Analysis of the link profile and the causes of the drop |
We give the price after checking how many pages the site has. An audit after a drop in visibility also requires link profile analysis, which affects the scope and the quote. The quote is free.
What an audit will not do
An audit does not improve rankings by itself. It is a diagnosis: the changes have to be implemented, and some of them need a developer or someone to write the content.
Nor will the audit assess whether your offer and prices are competitive. If it is clear, however, that the problem lies in the offer and not in the website, we say so plainly.
Competitor analysis in the search results
For the audit we take three sites that actually rank for your keywords. This is often a different list from the one you think of as your business competitors: above you there may be an industry portal or a company from another city that has described the service better.
We compare the pages they have and you do not, the amount of content for the most important queries and the sources of links. The link comparison often reveals industry sites where you can appear too.
Working together
How we work together, step by step
Gathering access
Search Console, Analytics and access to the site. If you do not have something, we help you set it up.
Analysis
We check every area of the audit and compare the site with three competitors from the search results.
Report and discussion
You get a task list with priorities, and then we go through it in an online meeting.
Questions
Frequently asked questions
It depends on the size of the site and on whether historical data needs to be analysed. We give the price after checking the number of pages, and the quote is free.
No. The changes in the report have to be implemented, by you, with a developer or with us.
Yes. Each task includes a description of the problem, the expected effect, the approximate effort and a technical pointer.
Yes. For shops we have a separate online shop audit, which also covers the purchase path and checkout.
Related services
What else may be useful
Your city
SEO audit in your city
For each of these cities we have a separate page describing the local market and how we work with companies there.
Let's check what is blocking your website
Give us your website address. We will send back the audit scope and the completion date.