Services
SEO and AEO Audits
Find out why you’re not showing up, what it’s costing you and which fixes actually move the needle. Free basic audit to start, with deeper technical and ecommerce audits when you need them.
What an SEO audit actually tells you
Most websites don’t have one big SEO problem. They have a dozen small ones stacked on top of each other, and no clear sense of which one is doing the most damage.
An SEO audit sorts that out by telling you what’s broken, what’s working and what needs a prioritised fix. The audit I provide isn’t a 50-page export from a crawling tool with every warning flagged red. I create a bespoke, readable document that explains the problems, quantifies them where the data allows, and puts the actions in order.
I’ve audited Shopify stores with 2,600 products and 2,700 broken pages, and design studios that lost most of their search visibility overnight after a site migration. The pattern is nearly always the same: the fix is affordable in time and effort, but nobody within the business knows where to look for the issues.
Start with a free basic SEO audit
Your first basic SEO audit is free, with no obligation to buy anything afterwards.
It’s a real audit, not a lead-generation PDF, so I look at your site in Screaming Frog and Semrush, check your Google Search Console data if you’ll grant me access, and come back with what I find.
What’s included:
- Core Web Vitals and page speed diagnosis
- Crawl check for broken pages, redirect chains and orphaned URLs
- Metadata review across your key pages
- Keyword ranking snapshot, brand versus non-brand
- Google Business Profile and local visibility check
- A consultation to talk through what I found and what I’d recommend
What it won’t cover: query-level analysis, schema validation, competitor benchmarking or a prioritised roadmap. Those need the depth of a paid audit. The free version is designed to tell you whether you have a problem worth investing in.
Technical SEO audit
For sites where the foundations are the problem. Rankings have dropped, a migration or redesign has gone sideways, or traffic has been sliding for months with no obvious cause. A technical SEO audit works out what changed and what’s recoverable.
What I examine:
- Crawl and indexing: sitemap validity, robots.txt logic, noindex rules, crawl budget waste and coverage report analysis in Search Console. I’ve found robots.txt files where a Googlebot rule at the bottom quietly cancelled every custom rule above it, and blank robots files leaving crawlers to guess.
- 404s and URL management: which broken URLs previously earned traffic, which backlinks now point at dead pages, and exactly where each one should redirect. On one audit, a single unredirected collection page had been generating around 19,000 impressions and 130 clicks in six months before it started returning a 404.
- Redirect mapping after migrations and redesigns: old URL to new URL, with the traffic and backlink value attached so you can see what’s worth recovering. One redesign left 203 URLs returning Page Not Found, taking years of earned authority with them.
- Structured data: schema validity, conflicting rating blocks, missing Organisation and LocalBusiness markup, and page weight caused by schema bloat.
- Canonical tags and duplicate content: including www versus non-www mismatches, UTM parameters getting indexed as separate pages, and near-identical template text repeated across hundreds of URLs.
- Legacy environments: staging sites and old subdomains still sitting in Google’s index, which is more common than you’d expect and occasionally embarrassing.
- Core Web Vitals: Total Blocking Time, LCP, render-blocking scripts, and what’s realistically worth fixing versus what’s fine as it is.
- Metadata and heading structure: across templates rather than page by page, so the fix is systemic.
Every finding comes with a plain-English explanation of why it matters commercially, not just that a tool flagged it.
Ecommerce SEO audit
Online stores have their own failure modes, and generic audits miss most of them. I’ve worked in depth on Shopify, including sites carrying migration debt from Magento. An ecommerce SEO audit covers everything in the technical audit, plus:
- Collection page performance: category pages are usually your most valuable organic pages. I look at impressions against clicks and average position to separate pages that are genuinely declining from pages that are simply losing junk impressions they were never going to convert.
- Google Shopping and Merchant Centre: feed hygiene, UTM parameters leaking into indexed URLs, and how to protect merchant listing performance while technical work happens. On one audit, merchant listing click-through rate had climbed from 13% to 23% after a schema update, so the recommendations were sequenced specifically to avoid disturbing it.
- Product schema and review markup: multiple review apps competing for the same rating block will produce invalid structured data. It’s a quiet, common problem.
- Deleted products and search fallbacks: Shopify silently sends dead product URLs to an internal search page. Google logs thousands of these as crawled and not indexed, which hides the true scale of the URL problem.
- Tag-filtered and parameterised URLs: which should be indexed, which shouldn’t, and whether an intentional landing page has been excluded by accident.
- URL conventions: verbose, duplicated handles inherited from admin naming, and how to tidy them without losing equity.
- Search intent mapping across the funnel: so you can see where you’re strong on purchase-intent queries but invisible during research and comparison. That gap is usually where the growth is.
SEO and AEO audit
Search is no longer only Google’s ten blue links. People ask ChatGPT, Gemini and AI Overviews for recommendations, and those systems need explicit signals to cite you. An SEO and AEO audit assesses whether your site can be understood and quoted by answer engines. That means structured data, semantic clarity, content formatted for direct extraction, entity signals, and depth on the questions buyers actually ask before they shortlist anyone.
I audit for this because it works. A blog I wrote for a client earned a Google AI Overview citation, and their ChatGPT referrals convert at a higher rate than their standard organic traffic.
If you want the strategy as well as the diagnosis, this version includes keyword research mapped to intent stage, a content architecture recommendation, and a phased roadmap with realistic timeframes.
Not sure which audit you need?
Book a free basic auditWhat you actually get
Every audit comes back the same way, whatever its size:
- A written report in plain English, with screenshots and data where they prove the point. Typically 12 to 15 pages for a full online visibility audit.
- A prioritised action table. Every recommendation ranked high, medium or low, with a one-line explanation of why it matters.
- Developer-ready notes. Specific enough to hand straight to whoever maintains your site, without a translation layer.
- A walkthrough call to talk through the findings and the questions they raise.
- A roadmap, where you’ve asked for one, sequenced into phases with expected timeframes and success measures.
Recommendations are sequenced deliberately. Content work generally underperforms until the technical issues are fixed, and search engines need time to recrawl and reassess a site after changes. The goal is durability rather than speed.
What an SEO audit costs
Paid audits run from £200 to £2,000. The number depends on how many URLs there are to analyse and how tangled they are, not on how long the report ends up being.
- £200 to £450 — a small brochure or local business site, up to around 50 pages. One site, one template set, no catalogue.
- £450 to £1,000 — a mid-sized site, or one that needs redirect mapping after a migration or redesign. This is where recovering lost URLs usually pays for the audit on its own.
- £1,000 to £2,000 — large ecommerce. Thousands of products, faceted and tag-filtered URLs, Merchant Centre, and query-level analysis across the catalogue.
Every audit is quoted as a fixed price before any work starts, so there’s no hourly billing and no scope creep. The free basic audit is how I work out which band a site sits in, which is why it comes first and why there’s no obligation attached to it.
Who these audits are for
An audit is usually the right starting point for:
- Businesses whose rankings dropped after a redesign, migration or replatform
- Ecommerce stores getting impressions but very few clicks
- Companies getting enquiries from the wrong sort of client and not enough from the right ones
- In-house marketers who need an independent read before committing budget
- Agencies who need a specialist technical audit for a client site
I work with businesses across the UK, and most audit work happens remotely. I’m based in Peterborough, so if you’re in Stamford, Cambridge, Northampton, Lincolnshire or anywhere in the East Midlands and would rather do this in person, that’s easy to arrange. Have a look at the areas I serve if you’d rather check first.
How it works
From first message to finished report, the process runs in five steps:
- You get in touch and tell me about the site and what’s worrying you.
- Free basic audit and consultation. I look at the site properly and we talk it through. No cost, no obligation.
- If a deeper audit makes sense, I’ll scope it, quote a fixed price and give you a delivery date.
- You get the report and a walkthrough call.
- Implementation, if you want it. I can do the work, brief your developer, or hand it over and step back. Entirely your call.
Explore my other SEO & AEO services
Frequently asked questions
How much does an SEO audit cost?
The basic audit is free. Paid audits run from £200 to £2,000, quoted as a fixed price. A small brochure or local site is typically £200 to £450, a mid-sized site or a post-migration redirect job £450 to £1,000, and a large ecommerce store with thousands of products and faceted URLs £1,000 to £2,000. You’ll get the price before any work starts, and there’s no obligation after the free audit.
How long does an SEO audit take?
Usually one to two weeks from getting access. Larger ecommerce sites take longer, mostly because query-level analysis across thousands of URLs is slow, careful work.
What do you need from me?
Read access to Google Search Console and Google Analytics ideally, plus access to your CMS or theme files for a technical audit. I can work without them, but the findings will be thinner and more speculative.
Do I have to buy anything after the free audit?
No. Some people take the free audit, hand it to their developer and get on with it. That’s a fine outcome.
Will you fix the problems or just list them?
Either. I can implement the work, brief your developer, or hand over the report and leave you to it.
How long until I see results?
SEO improvements compound over weeks and months. Technical fixes like restoring a redirect can recover traffic within weeks once Google recrawls. Content and authority work takes three to six months to show clearly. Anyone promising faster is guessing.
Do you audit Shopify and WooCommerce sites?
Yes. Shopify in particular, including sites carrying migration debt from an older platform.
Can you audit for AI search visibility?
Yes. Structured data, entity signals and content depth all affect whether AI answer engines can cite you. It’s included in the SEO and AEO audit.
Tell me what you need help with.
Send a few details about your site, your goals, or the issue you’re trying to untangle, and I’ll come back with the next sensible step.