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SEO Audit

What This Is

Before we can make meaningful recommendations about your website's organic search performance, what to fix, what to prioritize, and how to grow visibility with the audiences that matter, we need to understand how your site is actually performing for search engines and the people they send to you.

The SEO Audit evaluates that question across three interconnected dimensions: technical health, on-page optimization, and off-page authority. Each one affects your ability to rank, to get indexed, and to convert the traffic organic search delivers.

 

Why This Matters

Most SEO problems are invisible from the inside. Teams that manage a website day-to-day develop familiarity with their own content and architecture — they know where everything lives, what every page is for, and what the site is supposed to do. Search engines and first-time visitors have none of that context.

What feels like a well-organized, well-described site internally often has structural problems that prevent search engines from crawling it efficiently, indexing the right content, and ranking the pages that matter most. Common issues we find:

  • Sites generating thousands of low-value parameter or pagination URLs that consume Google's crawl budget, the finite resources it allocates to discover your content, leaving high-value pages discovered slowly or not at all.
  • Pages that rank for branded search terms but have no visibility for the non-branded queries used by people who have never heard of the company. Branded traffic confirms awareness. It does not create it.
  • High-value pages whose title tags and headings are built around internal language or marketing taglines rather than the terms potential buyers actually search for. This alone can prevent a page from appearing in relevant results regardless of how good the content is.
  • Sitemaps that are broken, outdated, or never submitted, leaving search engines to discover pages through link-following alone, which is slower and less reliable, especially for new or updated content.
  • Technical issues, server errors, broken internal links, redirect chains, missing canonical tags, that signal to search engines that a site is poorly maintained and erode its ability to rank competitively.

These are not edge cases. They appear on most sites we audit. And because they affect crawlability and indexation before any visitor interaction, they can limit organic performance regardless of how much content, time, or investment has gone into the site.

 

What We Examine

Every SEO audit covers three areas, evaluated together because they are interdependent.

Technical SEO
The foundation. We evaluate whether search engines can efficiently crawl and index the site's content. This includes crawl budget analysis, sitemap health, robots.txt configuration, redirect architecture, server error rates, canonicalization, URL structure, Core Web Vitals, and page speed. Technical problems here are prerequisites, they must be resolved before on-page or content work delivers its full value.

On-Page SEO
The signal layer. We evaluate whether individual pages, especially high-value commercial pages, are optimized for the keywords that matter to the target audience. This includes title tag analysis, heading structure, content depth, keyword targeting, internal linking, and metadata. We pay particular attention to the gap between what a page appears to be optimized for and what it actually ranks for, and to keyword cannibalization where multiple pages compete for the same term.

Off-Page SEO
The authority layer. We evaluate the site's backlink profile: the number of referring domains, the authority score, the trend over time, and any significant gains or losses. Backlinks from credible, relevant domains are a primary ranking signal. A weak or declining backlink profile limits how competitive a site can be for non-branded terms, regardless of how well the on-page work is done.

 

How This Connects to the Broader Project

The SEO Audit is not a standalone exercise. It is one input in a larger body of discovery work that informs how the site should be redesigned, restructured, and rewritten.

It connects directly to:

  • Content strategy: which pages need new keyword targeting, new structure, or new copy, and which need to be reconceived to serve the audiences that actually find the site through search
  • Information architecture: how the current URL structure and navigation affect crawlability and the ability of search engines to understand the site's topical authority
  • Conversion strategy: which audiences are arriving through organic search, what they find when they get there, and where the current experience loses them
  • Redesign prioritization: which technical issues must be resolved before launch, and which on-page improvements will have the highest impact on organic performance after launch

You cannot improve organic search performance without understanding how the current site is failing to capture it. The SEO Audit is where that understanding begins.

 

What You Get

The SEO Audit produces two deliverables.

A detailed findings report covers each significant issue identified across technical, on-page, and off-page SEO. Each finding includes what was observed, why it matters to the business, and a specific recommendation for what should change. The document is structured for presentation, organized by finding type with the highest-impact issues leading, and includes a summary of prioritized actions.

An audit log provides the same findings in a structured, concise format organized by category (Technical, On-Page, Off-Page) and priority. It also includes a keyword rankings sheet covering the site's top non-branded performing keywords and page-2 opportunity terms, giving a clear picture of where organic visibility currently stands and where the highest-return optimization targets are. The audit log feeds directly into the broader discovery audit log compiled across all audit types during the project.