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.

Why Did My Rankings Drop?

A sudden drop usually has one main cause, and the first job is to find it before changing anything.

In the drops Josh has investigated, the cause is usually one of five things:

• A Google core update that changed how the site's pages are judged against competitors.
• A change on the site itself, such as a redesign, a new CMS or a migration with missing redirects.
• Important pages falling out of Google's index, or thousands of low-value URLs getting in.
• Broken tracking, so the drop is in the reporting rather than the traffic.
• More AI Overviews and ads on the results page, so rankings hold but clicks fall.

Each one leaves a different pattern in Search Console. A core update drop lines up with a date on Google's own update list. A migration drop starts on launch day and sits on the pages that moved. A click drop with steady impressions points at the results page, not the site. Matching the pattern is what the Google algorithm updates timeline is for, but it only works if the date of the drop is clear and the data has been split by page and query first.

That is the question the 3-hour review is built for. Josh checks Search Console, the site and the update history, then tells you what caused the drop and what to do first. One example: a project management training provider lost 61% of its search impressions in the weeks after Google's March 2023 core update. The site had not changed. The way Google judged it had.

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 shared folder of findings, a recorded video walkthrough of each one, and a one-hour call. The call is there to answer questions from your marketing or development team and agree which actions happen first.

What You Receive

The deliverable is a shared folder of prioritised findings, a recorded video walkthrough and a one-hour call.

Findings sit in sheets your team can filter, sort and assign, not in a PDF that gets read once. The video walks through each finding on screen, so a developer who missed the call can still see exactly what was meant.

• 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 order of work, so everyone knows what to fix first.

What an Audit Finds: One Example

A UK field services business came to Josh after three years with an SEO agency and asked why the work was not producing enquiries.

A first look before the audit showed the pattern. Wherever the business had a proper page for a town, it ranked between second and sixth. Where it had no page, it was missing: not on page one in London and not in the top 20 in another large town on its patch, despite strong reviews. Its main national searches sat on page two or lower.

The audit turned that into a priority list in sheets, a recorded walkthrough and a one-hour call. The business signed an ongoing SEO arrangement with Josh the day after the call.

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: Three Ways to Start

There are three ways to start: a free first look, a 3-hour review for £300, or a full audit from £800 to £3,000.

Free first look

Send the URL and what is worrying you. Josh looks at the site and the public search data and replies with what he can see. Sometimes that is enough to answer the question.

3-hour review: £300

For one specific question, such as a ranking drop, a migration that lost traffic, or a page that stopped bringing in enquiries. Josh spends about two and a half hours in Search Console and on the site, then takes you through what caused it and what to do first on a half-hour call. If the answer needs more than three hours, you will know before any more time is spent.

Full audit: £800 to £3,000

For a full review of technical health, content, links and conversion. A typical business website takes about a day, which sits at the £800 end. Larger or more complex sites, with several languages, a shop, or thousands of pages, cost more, up to £3,000. Very large ecommerce, marketplace or enterprise sites are quoted separately.

Every full audit gets a fixed quote after a short call. The quote sets out what will be reviewed, what access is needed and when the findings will arrive.

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 No. 1 rankings for APMG International on “agile project management course” and “change management certification”. He has also helped clients rank for competitive commercial searches including 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.

What Happens After the Audit?

More than half of Josh's audits have turned into ongoing work, but nothing in the audit depends on that.

You keep the findings. Some businesses hand them straight to their own team or developers. Others ask Josh to stay on to check the fixes, brief new pages and track what moves, on a monthly arrangement with no long-term contract. Either way, the audit is written so the work can carry on without him.

Frequently Asked Questions

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