Service 01
SEO Audit & Strategy
A technical and content audit, a competitive read, and a roadmap ordered by what will actually move revenue.
What it covers
Technical, content, competitive
What you leave with
A prioritised roadmap
Format and investment
[to be completed]
How it works
Four stages, in this order
- ScopeWhat the business needs, which markets matter, which templates carry the revenue.
- AuditTechnical and content, on the live site and in your data. Not a tool score.
- CompetitorsWho wins the queries that matter, and what is structurally different about how.
- RoadmapEverything found, placed on the grid below, with the reasoning attached.
The deliverable
Everything I find goes on this grid
Most audits hand you a list. A list has no opinion. This is the rule the roadmap is built on — including the quadrant that tells you what to leave alone.
High impact · low effort
Do first
Usually indexation, templates and internal linking. Banked this quarter.
High impact · high effort
Plan and resource
Migrations, architecture rebuilds. Worth doing — after the quick wins are banked.
Low impact · low effort
Batch it
Housekeeping. Real, but it belongs in a maintenance list, not a roadmap.
Low impact · high effort
Don’t
What most audits leave in to look thorough. You get told what to ignore.
FindingWhere it showsImpactEffort
Index bloat from faceted URLsCategory templatesHighMedium
Guide and product pages competingContentHighLow
LCP failing on the product templateTechnicalMediumHigh
Scope
What actually gets checked
Not a crawler dump. Every line below is read by a person and either matters for your business or gets cut from the roadmap.
Crawl & indexation
- Robots directives and sitemap accuracy
- Crawl traps and infinite URL spaces
- Faceted navigation and parameter handling
- Canonical logic across templates
- Index bloat and pages that should not be there
Architecture
- Category depth and template hierarchy
- How internal link equity is distributed
- Orphan pages and dead ends
- URL and breadcrumb logic
Content & demand
- Coverage against what people actually search
- Pages competing with each other
- Thin and duplicated templates
- Pages that rank but do not convert
Technical performance
- Core Web Vitals on real templates, not the homepage
- Render-blocking resources
- Image delivery and formats
- Content that depends on JavaScript to exist
Entity & AI visibility
- Structured data coverage and errors
- Whether the brand reads as one entity or several
- How AI surfaces describe and cite you
Competitive
- Who ranks for the queries that matter
- What is structurally different about them
- Which part of the gap is realistic to close
The difference
Why not just run a free audit tool
An automated scan
- A score out of 100
- Every warning the crawler can produce
- No view of your market, margins or capacity
- Ranked by what the tool can measure
This audit
- A sequence, not a score
- What matters here — and what to ignore
- Read against your competitors and your team’s capacity
- Ranked by what changes revenue
A good fit
- Organic used to work and stopped
- Budget about to be committed to content or development
- Ecommerce sites with large catalogues
Not a good fit
- Anyone who wants a score out of 100
- Sites with no capacity to implement
- Work that needs doing, not directing — that is Technical SEO Consulting
Questions
Before you get in touch
What do I actually receive?
The findings, and a roadmap that places each one on the grid above with the reasoning attached — so it can be defended internally. Exact deliverable format — [to be confirmed with Ana].
How much does it cost, and how long does it take?
[to be confirmed with Ana]
Do you implement the fixes, or only diagnose?
The audit produces the direction. Implementation — migrations, architecture, structured data, indexation, recovery — is Technical SEO Consulting. Many engagements start with the audit and continue from there.
We already work with an agency. Is this still useful?
Often more useful. It is a second read on a plan you are already funding, and it is deliberately not written to sell you the next retainer.
Does this cover AI search as well as Google?
The audit covers how your site is understood and cited, which increasingly includes AI surfaces. Dedicated work on ChatGPT, Perplexity, Gemini and Google AI Overviews is AI Search & GEO.
Where this leads
Start with the audit
A conversation first, to check the fit. If an audit is not what you need, I will say so. SEO consultant since 2012, 12+ years in ecommerce across the UK and European markets.
The implementation side: migrations, architecture, structured data, recovery.
For online stores, category and product architecture is where the roadmap starts.
When SEO is one channel and the question is where the next pound goes.