SEO Audit Services: Unlocking Qualified Traffic
The Client’s Need for SEO Audit Services
The Client, a service-based SME in the Midlands, faced a crucial but common challenge: they wanted to increase website traffic and improve conversion rates. Their desired audience included both B2B and B2C website traffic, meaning the site needed to cater to a dual-purpose user journey and provide relevant service information across different types of traffic. Yet, the site’s performance was underachieving, with low visibility on search engines, low rates of organic traffic and lacking the structure needed for long-term success in search engine ranking.
With conversions remaining low and acquisition through organic traffic struggling to increase, The Client realised that their website’s performance was not reaching potential customers or guiding them effectively through the site’s services. Approximately 30% of the traffic was generated through search engines, but the results from this traffic did not reflect their potential reach. The Client aimed to improve organic traffic through a structured approach, leading to better visibility on search engines and user engagement.
Their objectives for the SEO audit were threefold:
To identify key areas for improvement that would support search visibility
To establish an SEO strategy including a keyword plan that would increase average SEO rankings
To implement a detailed roadmap that would ultimately drive conversions and contribute to revenue growth.
Why The Client Chose arborealmarketing
To meet these objectives, The Client turned to arborealmarketing because of our professional SEO audit services arborealanalytics, combined with our reputation for efficiently and cost-effectively producing actionable insights and keyword strategies tailored to client goals. In addition to delivering a detailed SEO audit and keyword optimization plan, arborealmarketing could also offer supporting SEO training to their internal teams through arborealacademy. Google Analytics 4 (GA4) certified, Managing Director Richard Kendrick has the expertise to provide insights into user experience and online presence, which was essential for accurately measuring the direct impact on keyword rankings of the SEO changes.
The approach included a combination of close account management, transparent communication, and a commitment to The Client’s business goals as core project deliverables. Each phase of the SEO audit and keyword optimisation was carried out with The Client’s objectives in mind, ensuring that our solutions addressed their specific needs in actionable recommendations, covering SEO performance and online visibility.
Empowering the team through insight and training
Our SEO Audit Process has the following easy steps:
A technical SEO audit - covering Google Core Vitals, website health (such as header tags), and looking at indexing in Google Search Console
An audit of keyword performance, search engine visibility and competitor performance
A backlink audit - The organisation's backlink profile, how many internal links, whether they are technical or editorial backlinks and a backlink gap analysis against main competitors
Our solution began with an in-depth, three-day SEO audit, including Google Search Console, designed to reveal existing issues that were limiting The Client’s SEO performance and organic rankings. This audit covered several aspects of SEO, from technical issues to content optimisation practices. We found that search engine visibility was under 1%, while their Google ranking averaged around position 95 - both clear indicators of limited reach and engagement. The technical audit prioritised twenty core technical issues that would hinder performance in search engines, ranging from slow load times and other Core Web Vitals issues, to a lack of standardised SEO processes. These findings underscored the need to implement modern, algorithm-friendly SEO practices that would ensure The Client’s site could compete effectively for search visibility.
In stage two of the SEO audit, we developed a comprehensive keyword optimization strategy tailored to attract both B2B and B2C visitors. As well as summarising current keyword usage, this approach identified relevant keywords that aligned with The Client’s services, identifying target keywords commonly used by B2B customers seeking service support and B2C customers looking for representation. Each keyword was presented with a guide on content implementation, covering areas including header tag utilisation and how to include keywords in relevant content. This ensured the keywords could be embedded seamlessly across the website. This detailed plan, with a data driven, phased keyword approach, offered The Client a way to improve qualified organic search traffic as part of a dedicated long-term strategy.
In stage three, the arborealanalytics SEO audit covered backlink performance. From a technical aspect, we identified broken links, highly toxic backlinks and any potential issues with the backlinks already in existence. Once identified, we then created a key competitor backlink gap report, providing The Client with a competitive analysis of websites that could be targeted as part of a dedicated link building strategy. The audit recommendations included how to create backlinks through a dedicated digital PR strategy.
These three steps provided a clear roadmap for improvement covering the key SEO factors which were required in order to increase The Client's digital presence.
Recognising the importance of a hands-on approach to SEO management, The Client also requested a day’s on-site team training from arborealacademy. This training covered all aspects of SEO, plus content creation and Google Search Console, plus how to generate GA4 insights, offering The Client’s team a strong foundation in the tools and techniques necessary for ongoing SEO success. The session empowered them with the skills to make incremental SEO improvements daily and provided a new level of confidence in their ability to interpret GA4 data, ultimately improving search engine rankings and the user experience across the website.
Increasing online presence through process change
While it is still early in the post-audit phase, initial results for The Client have been promising. Following the actionable recommendations from the audit phase, technical aspects of the website are being addressed, specifically to improve Core Web Vitals performance. Several new SEO processes are now in place, and each piece of site content is now evaluated with SEO best practices in mind. Their internal team has started implementing audit recommendations and targeted keywords as part of their long-term strategy, resulting in encouraging improvements in visibility on search engines. The competitive analysis of backlinks has also focussed The Client's PR and content strategy to target gaps and increase quality link building to the site.
Moreover, the introduction of GA4 has allowed The Client to develop new ways of measuring website success. By tracking specific metrics tied to user engagement and content effectiveness, they have gained a deeper understanding of how visitors navigate their site and where additional optimisation opportunities may lie. Although full performance outcomes are yet to be realised, early signs indicate a positive trajectory toward greater search visibility and engagement, which is anticipated to drive conversions and generate revenue.
Summary and Key Benefits of Working with arborealmarketing for SEO Audit Services
For The Client, the benefits of partnering with arborealmarketing for SEO site audit services extended beyond the affordable SEO audit cost. They received a carefully curated keyword strategy to increase search engine rankings and a structured detailed roadmap for enhancing user journeys with content that engages both B2B and B2C customers. The training from arborealacademy further empowered The Client’s team, equipping them with the SEO tools and knowledge skills to maintain SEO improvements and leverage GA4 for continued website success.
By working with arborealmarketing, The Client developed a long-term strategy focussed on SEO improvement, which allowed for a precise and efficient approach to overcoming their challenges with their digital presence. In short, arborealmarketing offered The Client not only a solution to their search engine rankings but also a roadmap for improvement for digital marketing growth. Through a combination of expert strategy, comprehensive training, and ongoing support, The Client is now well-positioned to achieve their traffic and conversion objectives.
What is an SEO Audit Service?
An SEO Audit Service is a professional analysis of a website's Search Engine Optimization capabilities. The audit should review:
Technical SEO Issues - how does the website perform against Google's Core Web Vitals, looking at page load speed, website interactivity speed and mobile responsiveness. A good technical audit should also identify opportunities for improvement by removing duplicate content issues, missing header tags or duplicate titles, amongst other factors.
Search Engine Performance - The audit should examine ranking factors such as search engine visibility, current keyword usage and keyword implementation and then provide a detailed action plan on how to improve rankings on search engines for core keywords. Many audits will also include a keyword strategy where budget allows. Often the audit will take into account keyword difficulty, a competitive analysis of keyword usage and any content gaps preventing keywords from being crawled effectively by search engine algorithms.
Backlinks and Link Performance - Your SEO audit should include a report on the number and type (technical or editorial) of backlinks currently directing traffic to your site from other websites. A good service will include an assessment on the quality of domains linking to your site and also valuable insights into your competitor's backlink performance, culminating in a backlink gap analysis.
A comprehensive SEO audit looking into all areas listed above should provide a detailed analysis and strategic recommendations for improvement as part of a ongoing process to improve organic traffic to the site.
How Much Does an SEO Audit Cost?
A professional SEO Audit service may not need to cost as much as you think! Audits can be tailored to fit almost any marketing budget and it depends on how much detailed analysis you wish to invest in.
The more budget you assign to an audit the more recommendations for improvement you will receive, which ultimately will result in increased rankings on search engines and therefore a higher number of leads through your website.
A basic audit with very low level results and limited strategic recommendations will cost from around £300, whereas for a good report with a comprehensive, detailed roadmap, you should budget around £3,500 (plus VAT).
Are SEO Audits worth it?
90% of all B2B buyers search online for new suppliers before making any contact with organisations, and 80% of those searches will be placed on Google. If your website is not optimised for Search Engine Optimization, then you will website will not contribute enough traffic to hit its business objectives.
27.6% of all traffic clicks on the number 1 result, so if your best keyword ranking is number 25, your visibility and organic traffic to site will be very low and your sales teams and BDMs will have to pick up the slack that your website should be covering.
With the average B2B SME contract in the UK currently hovering around the £30,000 value, a £3,500 investment to increase search engine visibility, organic traffic and ultimately leads will very quickly provide a return on investment.
Conducting SEO audits on a regular basis (once every 6-12 months) will ensure that your website is improving and your brand is increasing visibility with your potential customer base.
How do I do an SEO Audit?
SEO audits are resource intensive and require specialist platforms. The interpretation of the results also requires dedicated SEO training.
The most convenient way to conduct an SEO audit is to invest in a professional SEO audit service from arborealmarketing and SEO training for your teams from arborealacademy.
Contact us below to find out more.