Thinking about SEO? Here’s why an audit comes first
- Lighthouse SEO
- Jan 6
- 3 min read
Over the last few years, there’s been one recurring question when clients approach me about starting a new SEO project:
How do I know what’s wrong with my website, and how do I know what I should be working on?
Often, there’s a sense that something isn’t right. Enquiries have dropped, traffic is going down, or there’s little to no local visibility anymore. The problem is that SEO issues aren’t always obvious, and guessing where to start can easily lead to wasted time and effort.
To properly understand why this is happening, I always start with an SEO audit.
What is an SEO audit and how does it help you?
An SEO audit is a detailed look at your website to see how well it’s set up for search engines and users. It goes beyond surface-level checks and looks at the site from several angles. This includes the technical setup, such as loading speed, mobile usability, indexing, and site structure, as well as on-page elements like content or internal linking, and how well your pages match what people are actually searching for. I also look at off-page factors, including your backlink profile and how your site compares to others in your sector. This gives you valuable insights on how to gain a competitive edge.
For me, the audit is the first proper deep dive into your website. It helps me understand what’s working, what isn’t, and where the real issues sit. My audits are written in plain language, not technical jargon, so you don’t need an SEO background to make sense of them. Each one includes a clear summary and a set of next steps, ordered by importance, so it’s clear what should be tackled first.
The audit will always give you clarity. It might highlight technical problems, content gaps, weak internal linking, or missed opportunities around keywords. In some cases, though, it shows that there are no major issues at all. If that’s the outcome, you’re only charged for the audit itself. You still get a clear answer and reassurance that nothing obvious is holding your site back.
Even if you decide not to continue working with me after the audit (no hard feelings), you’ll still walk away with a detailed, practical document that you can work through yourself or pass on to a developer or another marketing partner. The audit is designed to be useful on its own, not just as a step towards further work.
Free SEO audits: Why I take a different approach
I’m sometimes asked why I don’t offer free SEO audits, especially when many larger agencies do. In most cases, free audits are very high-level and largely automated. Anyone can run a free audit using tools that are available online, and they tend to produce generic feedback without much context.
My audits take time and look at your website from multiple directions. Many checks require deeper investigation using tools like Google Search Console and paid SEO platforms, some of which cost up to £180 per month. Free audits also tend to miss important areas, such as competition, keyword setup, internal linking, and how everything fits together. Creating a proper audit can take several hours with up to 20 pages, but that time is what allows me to give you an honest, well-rounded view of where your website currently stands.
If you’re thinking about SEO and want to understand what’s really going on before making changes, an SEO audit is the best place to start. rather than assumptions, an SEO audit is the best first step. Get in touch to find out how my SEO audits can help your website.