Losing traffic
and don't know
why?

The four layers of a complete SEO audit

A real audit is not a single tool score. It's four connected layers. Technical SEO asks whether Google can crawl, render and index your pages efficiently — server responses, robots directives, canonical tags, sitemaps, site speed and Core Web Vitals, mobile usability and structured data. On-page and content looks at whether each page actually deserves to rank: search intent match, titles and headings, internal linking, E-E-A-T signals, and thin, duplicate or cannibalizing pages. Off-page authority measures how trusted your domain is — your backlink profile, toxic links, and the link gap versus the competitors above you. And GEO checks whether AI answer engines cite you at all.

The value is in how these layers interact. A fast, technically perfect site with weak content won't rank. Brilliant content on a site Google can't crawl won't either. An audit that only reports one layer gives you a false sense of progress.

Why automated audit tools mislead you

One-click tools are useful for surfacing raw data, but they can't tell a critical issue from a cosmetic one. They flag hundreds of "errors" — a missing meta description on a page nobody visits sits next to a canonical tag quietly deindexing your best category. Everything looks equally red. Business owners either panic and fix the wrong things, or freeze and fix nothing.

A human audit filters the false positives, weighs each finding against the effort to fix it, and answers the only question that matters: what do I do first? That prioritization is the difference between a report that gathers dust and one that moves your traffic.

The technical SEO audit: can Google reach your pages?

No amount of great content matters if search engines can't crawl, render and index it. The technical layer is where I start every SEO audit, because a single misconfigured directive can suppress an entire section of a site.

Crawlability and indexation

I check how Googlebot moves through your site: robots.txt rules, XML sitemaps, redirect chains, orphan pages, crawl-budget waste on parameters and filters, and pages accidentally set to noindex. Then I compare what should be indexed against what is indexed in Search Console — the gap between those two numbers is often where lost traffic hides.

Core Web Vitals and page experience

Speed and stability are ranking factors and, more importantly, conversion factors. I measure LCP, INP and CLS on real templates, identify what's dragging them down — unoptimised images, render-blocking scripts, layout shifts — and separate the fixes that need a developer from the ones you can ship today.

Site architecture and structured data

How your URLs, categories and internal links are organised tells Google what matters and how pages relate. I map your architecture, surface pages buried too deep to be crawled well, and validate your schema markup so you're eligible for rich results and easier for AI engines to parse.

The content and on-page audit: do your pages deserve to rank?

Once Google can reach your pages, the question becomes whether they answer the query better than the pages already ranking. This is where most sites leak the most traffic — and where the biggest quick wins usually live.

Search intent and keyword targeting

I check whether each important page matches what searchers actually want — informational, commercial or transactional — and whether it targets terms with real demand. A common finding: pages optimised for keywords nobody searches, and valuable queries with no page targeting them at all.

Thin content, duplication and cannibalization

Multiple pages competing for the same keyword split your authority and confuse Google about which to rank. Thin or near-duplicate pages drag down the perceived quality of the whole domain. I identify what to merge, what to rewrite, and what to remove — often one of the highest-impact, lowest-cost moves an audit surfaces.

E-E-A-T and helpfulness signals

Google's recent updates reward demonstrable experience, expertise, authority and trust. I assess authorship, sourcing, freshness, and whether your content reads as genuinely helpful or as filler written for a robot — the exact signals the December 2025 core update leans on.

The backlink and authority audit

Authority still decides who wins competitive queries. I analyse your full backlink profile — referring domains, anchor text distribution, and link quality — to see what's genuinely helping you and what might be holding you back.

Toxic links and anchor profile

A spammy or manipulative link profile can suppress rankings or invite a penalty. I flag clearly toxic links, spot unnatural anchor-text patterns, and recommend a disavow only where it's genuinely warranted — never as a reflex.

Competitor link gap

The fastest way to understand why a competitor outranks you is to see which domains link to them and not to you. I build that gap list so your outreach and content efforts target links that actually move rankings in your niche, instead of chasing volume.

From audit to action: what you actually get

A report you can't act on is worthless. The deliverable of my SEO audit is a prioritized action plan: every finding scored by impact versus effort, grouped into quick wins, structural fixes and longer-term plays, in plain language — no jargon dump.

You'll know precisely what to tackle first, why it matters in traffic and revenue terms, and who needs to do it — you, your developer, or me. And if you'd rather not hand a to-do list to a team that's already busy, I can implement the fixes with you through my ongoing plans. The audit finds the problem; the point is to solve it.