01
Executive Summary
A plain-English overview of where the site stands today and the highest-impact opportunities. Full detail follows in each section.
72
/ 100 Health
Technical SEO68
On-Page SEO75
Content Health60
Structured Data40
Authority / Links55
85–100 Good — maintain
70–84 Needs work — prioritise
Below 70 Critical — fix first
Top priorities
| Priority | Opportunity | Why it matters |
|---|---|---|
| P1 | Fix mobile Core Web Vitals on category pages | Slow LCP is hurting rankings & conversions |
| P1 | Add Product / Service schema | Unlocks rich results & higher CTR |
| P2 | Resolve duplicate content | Splitting ranking signals across pages |
| P3 | Target keyword gap opportunities | Competitors rank, client doesn't |
02
Technical SEO
How easily search engines can crawl, render and index the site — plus the speed and stability signals Google uses to rank.
Core Web Vitals field data
| Metric | Mobile | Desktop | Target | Status |
|---|---|---|---|---|
| LCP — Largest Contentful Paint | 3.8s | 2.1s | < 2.5s | Needs work |
| INP — Interaction to Next Paint | 180ms | 120ms | < 200ms | Good |
| CLS — Cumulative Layout Shift | 0.24 | 0.08 | < 0.1 | Poor |
Lighthouse scores
Performance
64
Mobile · /100
Accessibility
88
/100
Best Practices
92
/100
Crawl & indexation checklist
| Check | Finding | Status |
|---|---|---|
| HTTPS / valid SSL | Secure, no mixed content | Pass |
| XML sitemap present & submitted | Found at /sitemap.xml | Pass |
| Robots.txt correct | No accidental blocks | Pass |
| Mobile-friendly / responsive | — | Review |
| Indexable (no stray noindex) | 2 key pages noindexed | Fix |
| Canonical tags correct | — | Review |
| Redirect chains / 404s | 12 broken internal links | Fix |
03
On-Page SEO
Page-level optimisation signals — titles, metadata, headings, images and internal links.
| Element | Pages affected | Issue | Status |
|---|---|---|---|
| Title tags (missing / duplicate / length) | 14 | Duplicated across category pages | Needs work |
| Meta descriptions | 22 | Missing or truncated | Needs work |
| H1 usage (missing / multiple) | 6 | No H1 on key landing pages | Fix |
| Heading hierarchy | — | — | Good |
| Image alt text | 37 | Images missing alt attributes | Needs work |
| Internal linking / orphan pages | 3 | Orphaned product pages | Needs work |
Recommendation: Rewrite duplicated titles to a keyword + brand pattern, add unique meta descriptions to the 22 priority pages, and ensure every indexable page has a single descriptive H1.
04
Content Health
Duplicate, thin and broken content that dilutes ranking signals — plus gaps where new content is warranted.
Duplicate content
18%
of pages · duplicate-content scan
Broken links
12
internal + outbound
Thin pages
9
< 300 words
Content gaps & opportunities
| Topic / page | Opportunity | Priority |
|---|---|---|
| Patio furniture buyer\x{2019}s guide | High-intent topic competitors own, client has nothing | P1 |
| Comparison / how-to content | Supports topical authority & internal links | P2 |
| Refresh outdated post | Slipping rankings, easy re-optimisation win | P2 |
05
Structured Data & Rich Results
Schema markup tells Google what your content is and unlocks enhanced "rich" listings (stars, prices, FAQs, events) that lift click-through rates.
Current markup
| Schema type | Present | Valid | Rich-result eligible |
|---|---|---|---|
| Organization / LocalBusiness | Yes | Valid | n/a |
| Product / Service | No | — | Missing |
| Review / AggregateRating | No | — | Missing |
| FAQPage | — | — | — |
| BreadcrumbList | — | — | — |
Recommended to add: LocalBusiness sitewide, Service/Product on offer pages, AggregateRating from real reviews, FAQPage on key guides, and BreadcrumbList for navigation. Each should be confirmed valid in the Schema.org validator and eligible in Google's Rich Results Test before launch.
06
Keywords & Rankings
Where the site ranks today, the quick wins within reach, and the highest-value keyword opportunities.
Keywords ranking
428
top 100
Top 3 positions
31
page-one wins
Est. monthly traffic
5.2k
organic visits
Quick-win keywords positions 4–15
| Keyword | Position | Volume | Difficulty | Intent |
|---|---|---|---|---|
| teak patio furniture set | 6 | 1,300 | 28 | Commercial |
| how to clean outdoor cushions | 9 | 880 | 35 | Informational |
| fire pit table for sale | 12 | 2,400 | 41 | Transactional |
07
Backlink Profile
The quantity and quality of sites linking in — a major off-page ranking factor — and any risk signals.
Referring domains
142
unique
Total backlinks
3.1k
live
Domain authority
34
rank score
| Signal | Finding | Status |
|---|---|---|
| Anchor text distribution | Natural / branded-heavy | Healthy |
| Toxic / spammy links | ~8% flagged | Monitor |
| Link velocity | Steady | Healthy |
| Competitor link gap | Rivals have 2–3× referring domains | Opportunity |
08
Competitor Benchmark
How the site stacks up against the main organic rivals across the metrics that move rankings.
| Metric | Client | Competitor A | Competitor B |
|---|---|---|---|
| Keywords in top 100 | 428 | 1,120 | 760 |
| Referring domains | 142 | 410 | 280 |
| Est. organic traffic | 5.2k | 18k | 9k |
| Mobile performance | 64 | 81 | 70 |
| Rich results / schema | Basic | Extensive | Moderate |
09
Entity Readiness for AI Search
A practical readiness score for how clearly the site communicates the brand, products/services, proof and supporting schema that search engines and AI answer systems can understand.
68%
Entity Readiness
Core brand/schema18/20
Website foundation14/15
Product/service markup10/20
Citation-ready content12/20
External authority proof5/15
Retrieval readiness9/10
| Area | Finding | Status |
|---|---|---|
| Entity clarity | Brand, website, sameAs profiles and core Organization/LocalBusiness schema are clear and consistent. | Good base |
| Product/service clarity | Priority templates need stronger Product/Service, Offer, BreadcrumbList and ItemList signals tied to visible page content. | Needs work |
| Citation-ready answers | FAQ, service/product and category pages need direct-answer blocks, comparison tables, examples and source-like proof. | Needs work |
| Media support | Important images and videos should have descriptive text support so visual proof reinforces the entity. | Needs work |
| External proof | Third-party mentions, reviews, partner links, citations and backlinks should support the brand/entity graph. | Weak |
Recommendation: Strengthen the entity graph by adding visible product/service detail, matching schema, richer FAQs, comparison tables, proof assets, descriptive media text and more third-party authority signals.
10
Prioritised Action Plan
Everything above, sequenced by impact and effort. This is the roadmap we'd execute together.
Now — Quick wins & critical fixes (0–30 days)
| Action | Impact | Effort |
|---|---|---|
| Remove stray noindex on key pages | High | Low |
| Fix CLS / broken internal links | High | Med |
| Add Service + Review schema | High | Med |
Next — Optimisation (1–3 months)
| Action | Impact | Effort |
|---|---|---|
| Rewrite titles/metas + fix H1s | High | Med |
| Resolve duplicate content | Med | Med |
| Optimise mobile Core Web Vitals | High | High |
Later — Growth (3–6 months)
| Action | Impact | Effort |
|---|---|---|
| Build content for keyword gaps | High | High |
| Close the backlink gap vs rivals | High | High |
| Ongoing rank tracking & reporting | Med | Low |