Professional SEO Audit Services

If your website has traffic potential but rankings, leads, or buyer enquiries are not moving, an SEO audit should tell you why. Josh Willett provides professional SEO audit services for London, UK, and European businesses that need a senior diagnosis of what is limiting organic growth and what should be fixed first.

The audit is built for business owners, marketing directors, and in-house teams who want practical recommendations, not a spreadsheet of disconnected warnings. Josh combines 8+ years of SEO experience with a development & engineering background, so the review covers both commercial search intent and the technical systems behind the website.

What a Professional SEO Audit Covers

A professional audit examines the technical, content, authority, and conversion issues that affect how search engines understand a website and how buyers respond once they land on it.

Automated reports can flag symptoms. A proper audit separates the issues that matter from the noise. That means checking crawlability, indexation, page performance, internal links, on-page signals, keyword research, content gaps, backlink quality, and the commercial structure of the pages that should be generating enquiries.

For service businesses, the audit should connect SEO health to revenue. A page may be technically indexable but still fail because it targets the wrong query, lacks proof, under-serves buyer intent, or cannot show enough expertise for either Google or AI answer engines to trust it.

Six Core Areas of Every Audit

Each audit area is checked individually, then tested against the wider website structure because SEO issues rarely sit in one neat category.

Technical infrastructure

The technical review covers crawlability, indexation, robots.txt, XML sitemaps, redirects, canonicals, duplicate URLs, HTTP status codes, structured data, JavaScript rendering, and server-side issues. The goal is to understand whether Google can access the right pages efficiently.

Site architecture

The architecture review looks at URL structure, navigation, breadcrumbs, crawl depth, internal linking, and how authority moves through the website. A site can have strong pages that underperform because important URLs are buried too deeply or disconnected from the pages that earn links.

Page performance

Performance checks cover mobile usability, image weight, render-blocking resources, JavaScript cost, server response, and Core Web Vitals. These checks matter because poor performance can restrict rankings and reduce buyer conversion at the same time.

Content and keyword coverage

The content review tests whether each important page has a clear keyword target, matches search intent, answers buyer objections, and avoids cannibalisation. It includes keyword research where existing coverage is thin or where the site ranks for the wrong terms.

Authority and links

The link review examines backlink quality, anchor text, link relevance, internal links, competitor authority gaps, and pages that have earned links but pass little value through the site. Weak authority signals are common when a website has good content but no credible route to stronger rankings.

On-page and conversion signals

On-page checks cover title tags, meta descriptions, headings, schema, page copy, calls to action, E-E-A-T signals, and the commercial argument on priority pages. Ranking is only useful if the page then helps the buyer trust the business and take the next step.

When Do You Need an SEO Audit?

You need an audit when organic search performance is unclear, declining, or about to become commercially important enough that guesswork is too expensive.

The strongest trigger is a gap between effort and results. If your team is publishing content, changing pages, or paying for SEO but rankings and enquiries are flat, the audit gives everyone a shared view of the real constraints.

An audit is also useful before expensive website changes, because redesigns and migrations often create indexing, redirect, template, and content issues that are hard to reverse after launch.

• Ranking drops after a Google update, redesign, CMS change, or content rewrite.
• High impressions but low clicks in Google Search Console, especially for commercial queries.
• A planned migration, domain change, or new website launch.
• Paid search is carrying demand that organic search should be capturing.
• Internal teams disagree about whether the problem is technical SEO, content, links, or conversion.

How Josh Willett’s SEO Audit Service Works

Josh’s audit process combines crawl data, search data, page-level inspection, and commercial judgement to produce recommendations your team can act on.

Step 1: Data collection

Josh reviews Google Search Console, analytics data where available, crawl data, backlink data, PageSpeed Insights, SERP evidence, and direct inspection of the website. For JavaScript-heavy sites, the audit compares rendered pages with raw HTML so that hidden rendering problems are not missed.

Step 2: Analysis and prioritisation

The audit does not treat every warning as equal. Each issue is judged by likely commercial impact, implementation effort, affected page type, and whether the fix supports rankings, buyer conversion, AI answers, or all three.

Step 3: Report and walkthrough

You receive a written report, followed by a 60-minute walkthrough call. The call is used to explain the findings, answer questions from marketing or development teams, and agree which actions should happen first.

What You Receive

The deliverable is a prioritised SEO audit report with clear recommendations, evidence, and next actions.

The format depends on the size and complexity of the website, but the audit is always written for implementation. A useful report should help your team decide what to fix, why it matters, and who needs to be involved.

• A prioritised issue list grouped by technical SEO, content, links, on-page signals, and conversion impact.
• Affected URLs, evidence, and screenshots where needed.
• Plain-English explanations of why each issue matters commercially.
• Developer-ready notes for technical fixes where the issue sits in templates, code, crawl behaviour, or CMS configuration.
• A recommended action plan for the first 30, 60, and 90 days after the audit.

Starting with What Google Sees

Every audit starts by checking what Google can crawl, index, render, and understand.

The comparison between indexed pages, crawlable pages, and commercially important pages often reveals the most valuable issues. Pages may exist but not be indexed. Low-value URLs may be indexed when they should not be. Key service pages may sit too deep in the website for search engines to treat them as important.

Josh’s development & engineering background is useful here because many ranking problems are created by templates, JavaScript rendering, CMS behaviour, internal linking logic, or deployment decisions. A good audit translates those findings into work that developers can understand and marketers can prioritise.

For teams that want to understand the technical side in more detail, Josh’s technical SEO audit checklist shows the type of checks that sit behind a full review.

Professional Audits vs Free SEO Tools

Free SEO tools are useful for checks, but they cannot decide which issues matter for your website, market, or commercial goals.

Google Search Console, PageSpeed Insights, Screaming Frog, Ahrefs, Semrush, and similar tools all provide valuable data. Josh uses them during the audit. The limitation is interpretation. A tool can say a page has a missing meta description, but it cannot tell you whether that issue is more important than broken internal links, thin category copy, crawl waste, or weak proof on a money page.

A professional audit turns data into decisions. It should stop your team wasting time on low-impact checks and focus attention on the changes most likely to improve rankings, qualified traffic, and enquiries.

AI Visibility and LLM Search Are Now Part of the Audit

Search visibility now includes classic rankings, AI answers, and whether large language models can understand why your business is relevant.

Google AI Overviews, ChatGPT, Perplexity, and other answer engines reward pages that make entities, expertise, services, locations, and evidence easy to extract. That does not replace SEO. It raises the bar for page clarity, source quality, and proof.

Josh reviews how well priority pages explain the business, connect services to buyer problems, support claims with evidence, and use schema or structured page patterns where appropriate. GEO and LLM visibility are treated as part of the same commercial goal: rank for the right queries, convert the right buyers, and prove relevance with enough clarity for search engines and AI systems to trust the page.

SEO Audit Pricing

SEO audit pricing depends on the size of the website, the complexity of the CMS, the number of templates, and whether the audit needs migration or implementation support.

For a small to mid-size website under 5,000 pages, a full audit usually starts from £800 to £1,500. Larger ecommerce, marketplace, international, or enterprise websites need separate scoping because the crawl, template logic, technical checks, and reporting requirements are much heavier.

Josh provides a fixed-price quote after a short discovery call. The quote sets out what will be reviewed, what access is needed, when the report will be delivered, and whether implementation support is included or quoted separately.

Proof from Real Search Projects

The value of an audit is measured by whether it leads to better rankings, stronger visibility, and more commercially useful traffic.

Josh’s work has contributed to a 578% increase in organic clicks for Half Double Institute over six months. He has also helped clients rank for competitive commercial searches including change management certification for APMG International and IT support London.

The common thread is prioritisation. A long list of issues is not enough. The audit has to identify the changes most likely to move performance, then give the business a practical route to implementation. For examples of the type of outcomes Josh focuses on, see the SEO case studies section.

Frequently Asked Questions

What is an SEO audit?

An SEO audit is a structured review of the technical, content, authority, and on-page factors that affect organic search performance. The purpose is to identify the issues limiting rankings, traffic, and leads, then prioritise recommendations by likely impact.

How do you perform an SEO audit?

Josh performs an audit by combining crawl data, Search Console data, analytics, backlink checks, page performance tests, SERP analysis, and manual page review. The findings are grouped into technical, content, links, on-page, and conversion issues, then prioritised for implementation.

How long does an SEO audit take?

A full audit for a typical business website usually takes one to three weeks from access to delivery. Large ecommerce sites, international sites, or websites with complex CMS and rendering issues may take longer, so the timeline is agreed before work starts.

Can you audit sites before or after a migration?

Yes. Pre-migration audits identify risks before launch, including redirect mapping, template changes, URL handling, canonicals, internal links, and indexation controls. Post-migration audits check whether Google can crawl and index the new site correctly, and whether rankings have been protected.

Can you audit any CMS?

Josh can audit websites built on WordPress, Shopify, Magento, Webflow, Wix, headless CMS setups, custom platforms, and JavaScript frameworks. CMS access is not required for the audit itself, although read-only access or staging access can help with deeper technical diagnosis.

Can you audit AI visibility?

Yes. AI visibility checks look at whether key pages give Google AI Overviews, ChatGPT, Perplexity, and other answer systems enough structure to understand the business, services, locations, evidence, and expertise. The recommendations focus on stronger entity clarity, better proof, and cleaner page structure.

Will you help implement the recommendations?

Yes. Implementation support can be added to the audit project or handled through ongoing consulting. Josh can work directly with marketing teams and developers to clarify recommendations, check completed fixes, and adjust priorities as new data comes in.

Ready for a Proper SEO Audit?

If your website is getting impressions without clicks, traffic without enquiries, or advice without a clear order of action, request an audit. Josh will review the site, scope the work, and give you a fixed-price proposal before anything starts.

Request an audit