A technical SEO audit is a complete check of a website's internal architecture, code and performance. This is done to ensure it can be efficiently crawled, indexed, and ranked by search engines.

How can this help your SEO prospects?

Crawlability and indexability- Checks include: Robots.txt (blocking/unblocking important pages), sitemap.xml structure and submission to Google Search Console, crawl depth (how many clicks away pages are) and canonical tags (preventing duplicate content issues). If bots such as googlebot, can’t crawl your content then there is a 0% chance of your content (even if it is amazing) being crawled or indexed. So these checks are extremely necessary to ensure that a technically non-optimised site does not take away from other SEO efforts.

Site architecture and internal linking- Checks include: Logical hierarchy of pages, orphan pages (pages with no internal links), use of breadcrumbs and anchor text consistency. Fixing these and gaining a clean structure helps search engines understand and evaluate relationships between content, this helps spread link equity and boosts topical authority. This is particularly important with new developments in NLP (natural language processing.)

Page speed & core web vitals- Checks include: LCP (Largest Contentful Paint), CLS (Cumulative Layout Shift), FID/INP (First Input Delay / Interaction to Next Paint) and image compression, lazy loading, caching. Google rewards sites that load fast and feel smooth, especially on mobile. Slow, sites get penalised, in terms of ranking and E.E.A.T signals.

Mobile-friendliness & responsive design- Checks include:responsive CSS frameworks, mobile usability reports in Search Console and intrusive popups on mobile. Often google will rank using the mobile version of a site and so having a mobile friendly site is extremely important (particularly if that is the way the site is most commonly used.)

HTTPS and security- Checks include: SSL certificate active (HTTPS) and whether there are mixed-content errors (HTTPS + HTTP elements). Security is a ranking signal. Google explicitly favours HTTPS sites.

Structured data & schema markup- Checks include: schema for articles, products, local business, FAQs, reviews, etc and validation with Google’s Rich Results Test. Schema helps generate rich snippets (stars, FAQs, product info) which boost visibility in SERPs.

Technical errors and broken elements- Checks include: 404 errors and broken links, redirect errors and JavaScript rendering issues. Because a broken user experience means wasted crawl budget and poor user signals (bounce rate, time on site), rankings will be largely hurt.

Keyword research is the process of analysing the key phrases and words that people use when engaging in a query about products, services or information relating to a business.

In simple terms, it’s about understanding what your audience searches for and how often. From the analysis of this data, a keyword strategy can be created.

The Keyword Research Process

Brainstorming fundamental keywords- We start with broad topics that describe your business for example, a bakery’s fundamental keywords might be: cakes, wedding cakes, cupcakes and breakfast pastries.

Using keyword tools- To expand upon these fundamental keywords, tools can be used to analyse four main metrics that show the value of a certain keyword or phrase: search volume (how often people search), keyword difficulty (how hard it is to rank), CPC (cost per click in ads) and trends (how interest changes over time.)

Analysing search intent- Analysing search intent allows us to understand why users use a certain phrase or word. We look for: the top 10 Google results for that keyword, what medium of content ranks the highest (blog posts, product pages, tutorials?) and the type of query (navigational, informational, transactional?)

Assessing keyword difficulty- This is an extremely important strategy because it can allow us to identify gaps in the market, where search volume may be high but difficulty may be low. This combined with other factors such as the novelty of the website and current brand equity can help us to develop a keyword strategy and know which key phrases and words we should aim to rank highly for.

Keyword grouping- Keyword grouping is the process of organising your researched keywords into clusters (groups) of closely related terms based on shared intent or topic.

Competitor analysis- Competitor analysis of what words competitors rank highly for can identify high potential keywords this knowledge combined with search volume and trends can help identify keywords and phrases to target.

How can keyword research and strategy improve search engine rankings?

Improves Relevance (On-Page SEO)- When your page titles, headings, and content naturally use your target keywords, Google better understands what your page offers- improving relevance for that search.

Increases Click-Through Rate (CTR)- By matching keywords to what users actually search for, your page title and meta description will appear more relevant in search results, this drives more clicks.

Boosts topical authority- If your site consistently produces high-quality content around related keywords (a semantic cluster), Google sees you as an authority in that niche, ranking your content higher.

Enhances user experience- Matching content to keyword intent ensures users find exactly what they’re looking for, lowering bounce rates and increasing dwell time, both positive ranking signals.

Supports link building- Well-optimised content tends to attract backlinks naturally because it’s useful and ranks well, further boosting algorithm trust.

Improves Conversion Rates- Long-tail, intent-driven keywords attract more qualified leads who are closer to making a purchase (transactional or navigational query) , meaning better ROI from organic traffic.

On-page optimisation refers to all the techniques and best practices applied directly on your website to help search engines understand your content and determine its relevance, quality, and value for users.

The main components of on-page optimisation.

Keyword optimisation- integrating your researched keywords (from your keyword strategy) naturally throughout your page. This can be done via: The page title and title tag (using fundamental and secondary keywords in these can hugely improve on-page optimisation), the URL of the website (keeping it short, descriptive, and keyword-focused), headings (H1, H2, H3) and body text (naturally including keywords, synonyms, and related terms- LSI keywords). Due to new advances in natural language processing this is particularly important to help search engines semantically understand the topic of your page.

Creating high-quality, relevant content- Google’s algorithms are designed to reward helpful, original, and comprehensive content. Demonstrations of satisfying user intent, demonstrating EEAT (expertises, experience, authoritativeness and trustworthiness), being well-structured and unique can significantly boost SEO prospects. This is because When content aligns with intent and offers genuine value, it increases dwell time, reduces bounce rate, and improves engagement metrics, all of which signal quality to Google.

Meta Tags Optimisation- Meta tags help search engine crawlers and users understand the pages content and purpose. This can be done through: the meta title (title tag) and meta description. The meta title is the title of the page that shows up in search results and browser tags, it should be under 60 characters and include a fundamental keyword near the front. The meta description is a short summary of your page (under 160 characters) that shows up on the SERP. Even though neither are a direct ranking factor it is like to improve the click through rate, which can create potential for higher rankings and is necessary for search engines to be able to understand your sites topical authority and may directly impact indexation.

Image optimisation, heading optimisation and URL structuring- Although these practices are smaller they are all important contributors to the total SEO efforts. Images can slow pages down and confuse crawlers if not optimised and so image optimisation is important- compressing images to reduce load times, using descriptive file names and using next generation formats for better performance is extremely important. Optimising headings by using proper heading structure and creating a hierarchy of importance for topics, as well as using a clean, keyword-rich URL can hugely contribute to an SEO campaign. By optimising these three parts of a website it allows for improved crawlability increasing indexation and likelihood of rankings improvements. It also can create improved user experience, which is a direct ranking factor.

Page speed and core web vitals- On-page optimisation largely focuses on fixing and optimising: largest contentful paint (page load time), first input delay (interactivity delay) and cumulative layout shift (Visual stability). Google’s ranking algorithm prioritises fast, responsive, and stable websites and so improving core web vitals is likely to boost rankings.

Structured data (schema markup)- Structured data (using Schema.org) helps search engines better interpret your content. For example: articles, products, FAQs, reviews and events. This can earn rich snippets (stars, images, price data) in Google results- improving click-through rate and visibility.

Why can on-page optimisation improve SEO prospects?

Altogether, on-page optimisation enhances three main algorithmic priorities: relevance, quality, and user experience. Relevance comes from clear keyword targeting and topic alignment; quality comes from well-written, trustworthy, and comprehensive content; and user experience comes from fast, accessible, mobile-friendly pages. When these elements work together, your website communicates authority and reliability both to users and search engines. This synergy helps your pages appear more often, rank higher, and attract more organic traffic. Overall, improving your site’s performance, brand credibility, and conversion potential.

Content strategy and creation is the foundation of successful SEO- they determine what you publish, why you publish it, and how it supports both your audience’s needs and search engine ranking goals. A strong content strategy doesn’t just mean writing blog posts; it’s a carefully structured plan to build authority, relevance, and engagement over time. When done correctly, it transforms your website into a valuable, trusted resource that search engines reward with higher visibility.

Establishing topical relevance and authority- Search engines rank pages based on how well they answer users’ questions. A well-planned content strategy ensures that every page you create aligns with specific search intents and keyword groups. By publishing consistent, in-depth content around your core topics- such as services, industry insights, and FAQs- you show Google that your site is an authority within that niche.Over time, this builds topical authority, meaning your entire domain becomes trusted as a go-to source for that subject. When search engines view your site as authoritative, all your pages benefit from higher ranking potential, not just individual articles.

Targeting the right keywords and search intent- Content strategy begins with keyword research- identifying what your target audience is searching for and understanding why they’re searching for it. By mapping keywords to buyer intent (informational, navigational, transactional), you can create different types of content that meet users at every stage of their journey. This alignment helps search engines deliver your content to the right users, improving traffic quality and conversion potential- not just volume.

Improving user engagement and behavioural signals- High-quality content keeps visitors on your site longer, encourages them to click through to other pages, and increases interaction- all of which are positive signals. Google measures engagement metrics such as dwell time, bounce rate, and return visits to assess content satisfaction. When users consistently engage with your pages, it signals to the algorithm that your site delivers value, which strengthens your rankings.

Generating backlinks and social shares- Exceptional, insightful content is naturally more shareable. When other websites link to your articles or mention your brand, these backlinks act as votes of confidence that signal trust and authority to search engines.
A well-planned content strategy focuses on producing linkable assets, such as research reports, guides, data visualisations, or expert commentary- which earn backlinks over time. These off-page signals are among the strongest ranking factors in SEO.

Strengthening internal linking and site architecture- Creating structured, interlinked content helps search engines crawl and understand your website hierarchy. When your strategy includes pillar pages (broad, authoritative guides) supported by topic clusters (related subtopics), you create a logical content ecosystem. This makes it easier for algorithms to understand how your pages relate to each other, distribute link equity effectively, and improve the rankings of deeper pages.

Supporting continuous optimisation and freshness- Search engines favour websites that remain active and up to date. A content strategy ensures you continuously refresh existing pages, update facts, add new resources, and expand upon trending topics. Fresh, regularly updated content signals to search engines that your site is current, trustworthy, and relevant to modern queries- a crucial factor in long-term SEO performance.

Building trust, brand credibility, and conversions- Beyond rankings, great content builds emotional and intellectual trust with your audience. When users consistently find accurate, helpful, and well-presented information on your site, they start to view your business as credible and dependable. This not only supports SEO but also drives conversions- visitors who trust your expertise are far more likely to contact you, book a service, or make a purchase.

Overall, a strong content strategy and consistent creation process are vital for improving SEO because they build the foundation upon which search engines measure relevance, authority, and user satisfaction. By carefully planning and producing high-quality, keyword-targeted content that aligns with search intent, a website becomes more understandable and valuable to both users and algorithms. This helps establish topical authority, making the site a trusted source within its niche, which increases the likelihood of ranking higher for a broader range of related search terms. Engaging, informative content keeps visitors on the site longer, reduces bounce rates, and encourages interaction- all behavioural signals that tell search engines the page is useful and deserves greater visibility. Additionally, strong content naturally attracts backlinks and social shares, strengthening off-page authority, while an organised internal linking structure ensures that link equity flows efficiently throughout the website. Regularly updating and expanding content also signals freshness and reliability, key factors in maintaining high search rankings over time. Altogether, content strategy and creation work as the engine driving SEO performance- improving visibility, boosting user engagement, increasing organic traffic, and building long-term trust and credibility with both audiences and search engines.

Local SEO is a specialised branch of search engine optimisation that focuses on improving a business’s visibility in location-based searches- such as “plumber near me” or “coffee shops near by.” It helps search engines understand where your business operates and who it serves, so they can display your website and business profile to nearby customers actively looking for your products or services. By optimising for local intent, businesses strengthen their overall SEO presence, attract high-converting traffic, and build stronger authority within their geographic area.

Local SEO benefits overall SEO in several powerful ways. First, it increases visibility in local search results and map listings, which appear prominently at the top of Google- often above organic website results. By setting up and optimising a Google Business Profile (GBP) with accurate information, reviews, photos, and posts, your business becomes eligible to appear in the “Local Map Pack,” dramatically improving click-through rates and brand exposure. Second, local SEO improves relevance and authority by sending consistent location signals across your website, business directories, and citation sites (like Yelp or Bing Places). When search engines detect consistency in your Name, Address, and Phone Number (NAP), they trust your business data more, rewarding you with better rankings both locally and organically.

Additionally, local SEO strengthens user engagement and conversion potential. Local searchers are often ready to take action- they’re looking for something now, nearby, and relevant. Optimising for local intent ensures that your business appears at the exact moment of need, leading to higher engagement rates, more calls, directions requests, and visits. Positive customer reviews and local backlinks further build your business’s online reputation, signalling credibility and trustworthiness, two critical factors in Google’s ranking algorithm.

From a technical perspective, local SEO also enhances overall site optimisation. Implementing localised content, geographically-targeted keywords, and structured data (like LocalBusiness schema) helps search engines better understand your content contextually. These improvements boost both local and general SEO visibility because they reinforce your site’s clarity, relevance, and authority.

Overall, local SEO enhances overall SEO by increasing visibility in geographically relevant searches, improving brand trust through consistency and reviews, and driving highly targeted traffic that converts. It complements broader SEO efforts by helping your business dominate local search results, attract nearby customers, and establish a strong brand equity within your community- all of which collectively strengthen your organic performance across search engines.

Backlink building and digital PR are two of the most powerful strategies for strengthening SEO because they focus on building a website’s authority, trust, and visibility across the internet- three major signals Google uses to determine how high a page should rank. In simple terms, backlinks are links from other websites that point to yours, and each one acts as a “vote of confidence” telling search engines that your content is credible, relevant, and worth recommending. Digital PR takes this further by using media exposure, storytelling, and online relationships to earn high-quality backlinks from reputable publications, influencers, and news outlets. Together, they enhance a website’s reputation, drive referral traffic, and significantly boost organic search rankings.

When a website earns backlinks from authoritative and contextually relevant sources, search engines interpret this as validation that the content is trustworthy and valuable. The more high-quality backlinks your site earns- especially from respected domains in your industry- the stronger your Domain Authority (DA) or Domain Rating (DR) becomes. This authority directly influences your ability to rank for competitive keywords, as Google tends to prioritise content supported by credible third-party endorsements. Moreover, backlinks help search engines discover and crawl your website more efficiently. When reputable sites link to your pages, it signals to algorithms that your content deserves to be indexed faster and shown more prominently to users.

Digital PR complements this process by focusing on relationship-driven link acquisition rather than manipulative link-building tactics. Through creative campaigns, newsworthy stories, research reports, or expert insights, businesses can earn coverage in major media outlets or niche publications- earning backlinks that are not only powerful but also brand-enhancing. This type of exposure improves brand recognition, builds topical authority, and drives targeted referral traffic from audiences genuinely interested in your industry or services.

Beyond link equity, backlink building and digital PR also impact user trust and engagement. When potential customers see your business mentioned by respected sources, they’re more likely to view you as credible and established, which increases click-through rates and conversions. Additionally, the visibility gained from digital PR often leads to secondary backlinks- as other sites reference or share the same story- creating a compounding effect (feedback loop) that continues to strengthen your SEO over time.

Analytics and reporting, particularly through tools like Google Search Console (GSC) and Google Analytics (GA), are essential components of successful SEO because they provide the data and insights needed to understand how a website is performing, what’s driving results, and where improvements are needed. SEO is not just about implementing strategies- it’s about measuring their impact and continually refining them. Analytics turns SEO from guesswork into a data-driven process, allowing businesses to make informed decisions that directly improve rankings, visibility, and user engagement.

Google Search Console specifically helps track how your site performs in organic search results. It shows which queries your pages appear for, how often users click through (CTR), your average ranking positions, and any technical issues affecting visibility, such as crawl errors, indexing problems, or mobile usability issues. By analysing this data, you can identify which keywords and pages are performing well, which need optimisation, and where new opportunities exist. For example, if a page is ranking on page two for a high-value keyword, you can refine its content, metadata, and internal linking to push it into the top positions. GSC also provides valuable insights into Core Web Vitals (page speed, interactivity, and visual stability), helping you fix user experience issues that directly influence ranking signals.

Google Analytics, on the other hand, focuses on user behaviour once visitors land on your site. It reveals how people find your website, how long they stay, which pages they visit, and where they exit. This helps you measure engagement, bounce rate, and conversion paths, giving a clear picture of whether your SEO traffic is actually turning into meaningful results like leads or sales. For instance, if users frequently leave after visiting a particular page, it may indicate poor content relevance, slow load times, or weak internal links- all actionable insights that can improve both SEO and user satisfaction.

These tools help you track SEO performance over time, measure ROI, and prove the effectiveness of your strategies. They also allow you to identify trends- such as seasonal traffic changes or emerging keyword opportunities- and adapt before competitors do. By continually reviewing analytics and reports, you can maintain a cycle of continuous improvement, ensuring your website stays optimised, technically healthy, and aligned with Google’s evolving algorithms.