SEO Audit: Find out what's holding your website back and what to do first
You redesigned your website a year ago. New design, new content—everything looks great. Yet the phone isn't ringing any more often than before. Something's not quite right. But what?
An SEO audit answers this question. It shows you what Google sees on your website and helps you understand where you stand. The result is a clear first step.
- Visibility, technology, content, backlinks, and a quick AI check—all in one go
- A video instead of an 80-page PDF
- A key recommendation that you should act on right away
For business owners and marketing professionals who want to generate more leads through Google. The Sprint Audit is the fastest way to get started.
A thorough review of your website, complete with training: Take a closer look at the Bootcamp Audit
Why a tool report alone is rarely helpful
A typical tool report: pages and pages of charts, dozens of red warnings, a score of something out of a hundred. After flipping through it, you're still not sure where to start on Monday.
That's how it is for many of the people I talk to. The website is up and running, the budget has been spent, but the inquiries aren't coming in.
But not every warning carries the same weight. In my audits, I often see one obstacle that has a greater impact than all the others. As long as it’s in the way, the rest fizzles out.
I see it all the time: People are presented with numbers, ratings, and lists of errors and don’t know what to do with them. Or they draw completely wrong conclusions from them. For most companies, trying to simply fix every error identified in an SEO audit is like using a sledgehammer to crack a nut. Many end up wasting time on trivialities. That’s exactly what happened to a client from the marketing department of a mechanical engineering company in Aachen. Using simple methods, I broke down her seemingly complicated report into three straightforward, actionable steps with clear priorities. She was very grateful afterward.
What I See Time and Again in My 85 Audits
I wanted to distill the key takeaways from my years of experience for my community members and visitors, so I analyzed my own audits. Each one follows the same framework, which is why the findings are quantifiable.
Originally, I wanted to use the analysis to develop a product that would address my clients’ most common SEO issues. When I saw the results, I was shocked: It almost always starts with just the basics. Everyone needs them, and that’s exactly where most people make mistakes.
The result is unspectacular: the biggest obstacles are clearly visible on the page, primarily headings and images.
84 %
Incorrect heading structure: missing, duplicate, or illogical H1 tags
79 %
Images not optimized: filenames, compression, no WebP
68 %
No viable keyword strategy
62 %
Lack of How-To Guides and Long-Form Content
61 %
Meta titles and descriptions are missing or weak
53 %
ALT text is missing or only partially provided
51 %
Sliders, animations, or autoplay videos slow down the page
Here’s how I proceeded: 85 audits out of 88 audit documents from my consulting practice, as of July 2026. I analyzed the audits whose use was not precluded by a confidentiality agreement. For each audit, I counted whether a topic was marked as a weakness in the brief overview. These are my own cases and do not constitute a representative cross-section of the market.
What an SEO Audit Examines
An SEO audit systematically evaluates how well search engines find, understand, and rank your website in response to search queries. It identifies technical errors, as well as gaps in structure, content, and keywords, weak backlinks, and your competitive position. The result is a prioritized list of actions. A current audit also checks whether AI assistants like ChatGPT, Perplexity, or Google AI Overviews mention your brand.
I'm reviewing seven areas. For each one, you'll see what I'm looking for and how you can spot a problem on your own.
1. Technology and Indexing
What I look for: Whether Google can crawl and index your pages. I check status codes, redirects, Core Web Vitals, load time, and images.
Here's how you'll notice it: You type "site:" followed by your domain into Google, and your most important service page is missing. Or you open your own website on your phone while riding the train and wait. And wait.
2. Visibility and Keywords
What I'm looking at: Which search terms you're ranking for, especially in positions 4 through 20. Google already considers your page relevant in those positions.
Here's how you'll know: You're ranking for your technical term, but your customers are searching using different words.
3. Content, Page Structure, and Search Intent
What I look for: Whether your page matches the search intent. People searching for costs expect to see prices. To do this, I check the headings, meta titles, and descriptions.
Here's how you'll know: Visitors leave after just a few seconds, or a page briefly spikes in traffic and then drops again.
4. Backlinks and Authority
What I look at: How many relevant domains link to you and how far behind you are compared to the sites ahead of you.
Here's how you can tell: The pages in front of you have many times as many referring domains.
In my audits: I recommended optimizing the Google Business Profile in about 82% of them. For local businesses, this is often a quick way to see results.
5. Competition and Search Results Page
What I look at: Who ranks on page 1 for your most important keywords, and what format Google displays there.
Here's how you can tell: Page 1 only features how-to guides, but you're directing searchers to a sales page.
6. User Experience and Conversion
What I look for: Whether visitors can figure out the next step and understand why they should choose you.
Here's how you can tell: Your visitor numbers look good, but your inbox doesn't.
7. AI Visibility (GEO)
What I look for: I ask AI assistants three to five key questions about your industry and check whether your website clearly describes your name, services, location, and team.
Here's how you'll know: You ask ChatGPT for providers of your service in your region, and your name isn't listed.
The Ten Most Common Brakes at a Glance
Here's what you can do to address the ten most common weaknesses, organized according to the levels of my audit grid: Foundation (Technology), Shell (Page Structure), Growth (Content and Authority), and Conversion.
| Problem | Percentage | Level | What You Do |
|---|---|---|---|
| Incorrect heading structure (missing, duplicate, or illogical H1 tags) | 84 % | Structural Work | Include exactly one H1 with your focus keyword, followed by a clear H2/H3 hierarchy. |
| Images not optimized (file names, compression, no WebP) | 79 % | Foundation | Compress images, convert them to WebP format, and give them descriptive names. |
| No viable keyword strategy | 68 % | Growth | Research keywords and find niche terms with low competition. |
| Lack of How-To Guides and Long-Form Content | 62 % | Growth | Write how-to guides of about 800 words or more that address your customers' questions. |
| Meta titles and descriptions are missing or weak | 61 % | Structural Work | Write meta titles and descriptions that include keywords and encourage clicks. |
| ALT text is missing or only partially provided | 53 % | Foundation | Provide descriptive ALT text for each image. |
| Sliders, animations, or autoplay videos | 51 % | Foundation | Replace sliders and autoplay videos with still images. |
| Insufficient or sparse page content | 42 % | Structural Work | Expand the page content and make it unique. |
| Inadequate Data Protection and Legal Compliance | 35 % | Foundation | Cookie banner with actual blocking functionality, Google Fonts hosted locally, up-to-date privacy policy. Legal review is handled by experts. |
| Missing testimonials, references, or reviews | 33 % | Conversion | Include customer testimonials and case studies with the customers' permission. |
Percentage of the 85 audits analyzed, as of July 2026; see above for methodology.
The Turning Point: The Obstacles Are Well Known
While reviewing the results, I noticed something else: My recommendations are almost word-for-word repeats of each other. So you don't need a new method—just someone to show you which "brake" is holding you back.
It's often the easiest one. You can fix a missing or duplicate H1 tag in an afternoon.
Rarely, but regularly, I come across audits like this one: A “hidden champion” in the manufacturing industry had been spending €2,500 a month on Google Ads for years and was surprised that no traffic was coming in without ads. The solution was simple. The web designer, an IT professional, had blocked all crawlers from Google and other search engines “for security reasons.” He didn’t realize the full implications of his actions.
This is what such a block looks like in WordPress: A checked box instructs search engines not to index the website.
Bonus: Pareto SEO, the free introductory course
Want to understand how SEO works for yourself first? In my free course, “Pareto SEO,” you’ll get a beginner’s introduction in about an hour. I’ll explain the basics using my own examples, drawing on more than 10 years of experience. The course is available in the KlickDojo community on Skool.
Here's what your week will look like after the audit
On the Monday after your audit, you'll start a video that's about 15 minutes long and see your own website with real data.
I'll walk you through the tools and explain the numbers so that you'll know right away how to proceed or what changes to request from your web designer. The values shown in the tools are estimates. Your Search Console will show you how many clicks you're actually getting.
In the end, there's one main recommendation. You know what you're tackling this week and why it comes first. The rest will have to wait until this obstacle is cleared.
Google decides how your rankings will change from here on out. One thing is certain: From now on, you're working on the right things.
★★★★★
“I received great insights on how to optimize my website for WERTvoll ausbilden, and I can wholeheartedly recommend Matand.
The practical, easy-to-implement tips, in particular, helped me make immediate progress. Thank you for that!”
Sandra S., Google review
Benjamin Kar, The Jungle CGN. Video commentary from a one-time implementation sprint, not from a sprint audit.
Whether someone implements the recommendations themselves or delegates the task, whether they’re a layperson or a professional: Most people are glad after the audit that they’ve learned and taken away a lot. Many tell me that they now have a much better understanding of their website and a clearer vision for its implementation.
Comparing Sprint Audits, Bootcamp Audits, Tools, and Agencies
The first two columns list my services; the "Bootcamp Audit" is my comprehensive audit.
| Criterion | SEO Sprint Audit | Bootcamp Audit (Full Audit) | Self-Assessment Using the Tool | For comparison: A full audit of an agency |
|---|---|---|---|---|
| Who is it best for? | Getting Started on a Tight Budget | Anyone who wants to learn and implement SEO on their own | Anyone who has the time and can interpret the data on their own | Large websites, teams with a budget for implementation |
| Price | 150 € net | €1,260.50 net; if you book it within 60 days of receiving your Sprint Audit, I'll credit you the full €150 | Tool Subscription or Free | individual |
| Strength | Quick, a clear top recommendation, video within 48 hours, calculated on business days | Training plus Report, three blog posts as content briefs—up to about 90% ready for publication—included; you keep the knowledge | Affordable, available anytime | Full Depth |
| Border | No full analysis | Plan on spending about 2 hours | Lots of data—you decide the order yourself | Higher price, usually a more detailed report |
“I never finished reading the report.” I actually hear that a lot. Why bother, if you can’t use it to help you set your own priorities?
Who This Audit Is Suitable For—and Who It Isn't
This is right for you if
- You have a website and want to get more inquiries through Google.
- You're in charge of marketing and need a clear priority for your team.
- You run an online store and want to know why your product pages aren't being found.
- You work with an agency and want to review their work from an outside perspective.
That doesn't work if
- You want to buy a guaranteed ranking. No reputable provider will sell you that, because Google determines the rankings.
- You don't want to make any changes to your website.
- You already have an SEO team in place and are just looking for confirmation.
The Sprint Audit provides a straightforward introduction to the world of search engine optimization with minimal effort, starting by showing you the potential and opportunities available. The Bootcamp Audit has been most beneficial for companies that already have their own marketing team or where someone wants to handle or coordinate marketing and copywriting themselves. I would advise against it for anyone expecting results within a month.
Who is behind the audit?
At KlickDojo, you'll do the audit directly with me. No junior staff, no ticket system. I record every video myself and take full responsibility for every recommendation.
I've optimized more than 70 websites and conducted more than 200 bootcamp audits. In doing so, I consistently see where websites are falling short and which step is the most important to take first.
I got into SEO through copywriting—back when I was promoting my very first product. The industry had just been hit by Google’s anti-spam updates, Panda and Penguin, and black-hat SEO had been given the red card. So I learned right from the start what clean SEO looks like.
More than 10 years of experience in SEO, with a focus on B2B and local SEO. My toolkit: Mangools, Surfer SEO, Google Search Console, and Chrome Developer Tools.
You can find out more about my work in Aachen under " SEO Consulting in Aachen." If you're currently comparing providers, read up first on how to recognize a reputable SEO provider.
Two Ways to Get Your Audit
The Sprint Audit is the coach’s perspective: I see what’s holding you back, and I tell you clearly. The Bootcamp Audit is the training session that follows: We go through your website together, and you learn the techniques yourself.
Here's how to get started: Provide your domain and goal → Receive a video within 48 hours (business days only) → Implement the main recommendation → Switch to the Bootcamp Audit if needed.
SEO Sprint Audit
150 € net
- Video about 15 minutes long on Loom
- Delivery within 48 hours of booking, counting business days
- A clear top recommendation
- AI Quick Check with Three to Five Key Prompts
- Accompanying email with your top 3 recommendations
- Questions must be submitted by email within 7 days
- No need to access your website
For you, if you want to know right away where you stand.
If you book the Bootcamp Audit within 60 days of receiving your Sprint Audit, I'll credit you the full €150.
Bootcamp Audit (Full Audit)
€1,260.50 net (€1,500 incl. VAT)
- About 2 hours of intensive training via Zoom on your website
- PDF Reporting
- Data, analyses, and checklists, as well as documentation within 24 hours of the session
- Includes three blog posts: Content briefs with research, about 90% ready for publication, delivered directly during the session
For you, if you want the full analysis and plan to implement it yourself afterward. In my pricing overview, it’s listed as “Audit & Strategy.”
Prices are net, plus applicable VAT. This offer is intended exclusively for business entities as defined in § 14 of the German Civil Code (BGB), not for consumers.
A typical statement for the Bootcamp Audit is something like: “I have the time and motivation to implement this; I don’t want to delegate it, and I’d like to dive deeper so I can implement it myself.” If you want to know where you stand first, start with the Sprint Audit.
Frequently Asked Questions About SEO Audits
How much does an SEO audit cost?
The SEO Sprint Audit costs €150 net as a fixed price, and the Bootcamp Audit costs €1,260.50 net; both prices are plus applicable VAT. If you order the Bootcamp Audit within 60 days of receiving your Sprint Audit, I’ll credit you the full €150.
How long does an SEO audit take?
The video in the SEO Sprint Audit is about 15 minutes long. You’ll receive it within 48 hours of booking—counting business days—even without providing any information about your website. The Bootcamp Audit includes about 2 hours of training via Zoom; the materials, including a recording, will be sent to you within 24 hours after the session.
Should visibility in ChatGPT, Perplexity, and Google AI Overviews be included in the audit?
Yes. In the Sprint Audit, I conduct a quick check using three to five key questions specific to your industry. In the Bootcamp Audit, I also review your brand, persona, services, and location on your website, social media profiles, and in structured data. AI responses vary depending on the question, timing, and model, so I can’t guarantee a specific result.
Does an audit automatically lead to better rankings?
No. Rankings depend on Google, your competitors, and how well you implement your strategy. That’s why no reputable provider will promise you a specific ranking. You’ll receive an honest assessment of your current situation and clear priorities for your time and budget.
Have the recommendations been implemented?
The Sprint Audit does not include implementation; the Bootcamp Audit includes three blog posts in the form of content briefs, featuring in-depth research and development until they are about 90% ready for publication. You’ll receive the content briefs directly during the session. You’ll then add the technical details, your personal insights, and proofread the content before publication. If you’d like to outsource the ongoing implementation, SEO support is available with fixed monthly services. For a personalized quote, please contact me.
Back to Your Website
The website mentioned at the beginning rarely needs a relaunch. Most of the time, what’s missing is a clearly defined first step.
You're familiar with the Sprint Audit, which is completed within 48 hours (business days). The fixed price is €150 (net), fully creditable toward the Bootcamp Audit within 60 days.
Jump right into the full workout: Take a closer look at the boot camp audit
Get started on your own: Free Pareto SEO Course
If you have any questions that aren't answered here, feel free to message me.