Website SEO analysis: what to include and how to avoid being misled

Before you embark on any website adjustments, it is wise to know exactly what is wrong. This is precisely what an SEO analysis, sometimes also called an audit, serves for. However, under the same name, completely different products are sold today, ranging from a thorough breakdown to inflated PDFs full of charts that reveal nothing to anyone. We will show you what an SEO website analysis that truly benefits a company looks like, and how you can tell when someone is just selling you air.

What is a website SEO analysis

It is essentially a view of your website from both Google's and the customer's perspective, supplemented by a comparison with competitors in the same sector and locality. The aim is not to produce a lengthy document, but to identify specific issues preventing people from finding you on Google, and to prioritise them based on what makes sense to address first.

A good analysis should be able to answer a simple question: if a customer were searching right now for what you offer in your city, would they find you or your competitors? And if not, why?

What a good SEO analysis should contain

• Technickou kontrolu. Loading speed, mobile display, security, error page functionality and similar technical foundations.
• Obsahovou kontrolu. Whether headings and texts clearly state what the company does and where, whether each page has its own description, and whether the content matches what people are actually searching for.
• Local visibility. The status of the Google Business Profile, entries in industry directories, and how the company appears to local customers.
• Comparison with competitors. Where your search results rank compared to similar companies in your city or district.
• Check links from other websites. Links from trustworthy websites increase your site's credibility in Google's eyes: a good analysis will reveal if you have any and where they come from.
• Specific list of steps. Not a description of what is wrong, but an ordered guide on what to do first and what can wait.

How often does it make sense to repeat the analysis

SEO analysis is not a one-off task for the rest of your business. Websites change, industries evolve, and so does how Google evaluates search results. For a small company, it is usually sufficient to have the website checked during major changes, after a website redesign, following an expansion of services, or occasionally as a preventive check. There is no need to pay for regular monthly reports if nothing significant is happening on the website or in the industry.

How to spot a charlatan

The SEO sector unfortunately also attracts people who are primarily skilled at selling rather than delivering. Unfortunately, you cannot distinguish them by price: a high-priced offer is no more likely to be of quality than a cheap one. A few typical warning signs:

• Promises a guaranteed first place within a week or a month. No one who does not run Google can guarantee a position in search results, and no one outside of Google itself runs it.
• Sells an "SEO package without a specific breakdown of exactly what will be done for the money and what you will receive in return.
• Sends a 50-page PDF full of graphs and technical terms, but no clear list of steps on what you actually need to do.
• Pushing for a long-term contract before you see any output or result of his work.
• Offers the purchase of reviews or links. This violates Google's rules and risks penalties for the entire website or profile, not to mention the loss of trust if a customer discovers it.

What you get in our SEO analysis

Our approach is straightforward: we analyse your website as Google sees it and, within 48 hours, email you three to five specific items worth fixing first. No price list attached, no pressure, and no specialist jargon that anyone outside the field wouldn't understand. If we find that SEO doesn't make sense for your case, we will tell you straight away.