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SEO Audit - Analysis and Report
The impact of good SEO is growth
Search is not dead but evolving! Understanding where your Search Engine Optimisation is at is critical to website success. Now, with AI search critical to being found, websites need to understand and embrace the influence they can have on AI answers.
At a glance
Why an SEO audit?
A question: what does an SEO audit review?
With Search Engine Optimisation, SEO, what businesses say about themselves is critical to achieving sustainable traffic. The headway marketing SEO audit seeks to identify if your site:
Solves customers’ questions
says that what you want to say is what search engines understand you say
is accessible – ensures visually impaired visitors can experience the full context of your content
is technically structured well, around a planned keyword strategy and clearly defined propositions
What it explores
Deep insight including:
Search visibility
What works? How do you rank for the searches that matter and what you are missing out on?
Website performance
What is technically limiting your site’s ranking: with mobile use ever growing, the speed of a site is critical.
Accessibility
Accessibility is more than about helping visually impaired users; it helps search engines better understand your offering.
What you get
Your current strengths
Existing, well-performing keywords and ideas on how to protect them.
Opportunities for development
Actionable insights such as underperforming keywords and phrases, or issues related to the site’s technical set-up.
Clear recommendations
Practical and actionable next steps, with quick wins first that can be delivered by you, by me, by AI or a developer.
A walk-through meeting
We go through the findings together and agree what happens next.
How it works
Growth call
We talk about your goals and agree what the benchmark should focus on.
Access and analysis
You share read-only access to your analytics, CRM and Search Console. I do the digging.
Report and walk-through
You get the report and recommendations, and we go through them together.
Make headway
Act on it yourself, or have me help deliver it.
Results
SEO Audit Starts Online Transformation
Glamping host
The Audit revealed why traffic volume was high but the engagement rate so low.
One client gave away recipes in their blog as a means to attract attention to their leisure offering, however, a search engine misunderstood the purpose of the blog and presented it in response to target audiences that were not at all what the client wanted. This was bringing poor quality traffic and a low engagement rate – markers that count towards ranking. The SEO audit found ways to devalue less-appropriate content in favour of good and useful content, not only reducing the poor quality traffic but improving the reach.
Southampton-based retailer
The Audit identified that the structure of product data was blocking being ranked.
This Southampton product supplier was frustrated with their site; one team member knew that it could be better, while leadership saw it as a distraction because it had never generated anything.
The Audit quickly identified how poorly structured product data resulted in the really valuable keywords being ignored in favour of non-consumer-friendly product codes! A quick fix has resulted in not just a sale, but a sustained growth in sales.
What happens next is up to you. Clients often ask me to help deliver the recommendations, from new content to new websites. Some address the easy to apply recommendations themselves under my mentorship.
Questions about the SEO audit
SEO and AI continue to evolve. AI is being used to answer questions and Answer Engines are scraping insights from websites. Structure your website to include well defined questions and answers and you have the opportunity to get found by AI. The Audit will pick up where you are or are not being found.
After discussions and agreements, an honest understanding of your business objectives, read-only access to your website, analytics, Search Console, and around an hour of your time for the walk-through.
That’s common. I’ll set up the basics as part of the work and use other tools to fill the gaps.
No. The recommendations are yours to act on however you choose. Some companies have relationships with existing providers; my contribution helps them develop new opportunities.
Automated reports list issues from a particular viewpoint. A headway marketing SEO Audit looks at multiple data points within the context of your business aspirations. And, as I am not a techy, the language I use will make sense to you!
Ways to work together
Outsourced marketing director
Senior leadership on a monthly retainer: strategy, planning, team or supplier management and reporting. Best for businesses ready to scale.
Marketing benchmark
Best place to start
A deep-dive into your website, search performance and customer perception, with a prioritised action plan.
SEO and content
Ongoing content and search optimisation, aligned to your strategy, to grow visibility and enquiries.
Marketing mentoring
Coaching for an in-house marketer or business owner who wants to build skills and confidence.
Most clients start with a benchmark, so we both know exactly where you stand.
Start with a conversation
Book a free 30-minute call and we’ll see if the SEO Audit is the right first step.