SEO audit deliverable

What it means

A written assessment of what is wrong, what it costs you, and what to do in what order. The useful ones are prioritised by impact and specific enough to hand to a developer. The useless ones are a tool export with a number at the top.

The free audit offered during a sales process and the audit delivered in week two of an engagement are different objects with the same name. The first is a lead magnet and should be read as one.

Why it matters in HVAC

The items that matter for a contractor are unglamorous: whether your service pages exist for every service you sell, whether your city pages are different from each other in any meaningful way, whether the Business Profile categories match what you actually do, and whether the site loads on a phone in a driveway.

A generic audit will spend four pages on schema markup and miss that you have no page for the second-biggest town in your service area.

How to check it

Judge it on three things: is every finding tied to a specific page or profile field, is there a priority order with reasoning, and could a developer act on it without a follow-up call. A finding like "improve internal linking" fails all three.

The free audit and what it is for

Several companies here lead with one. RS Gonzales offers an analysis of the site, service pages, Business Profile, competitor visibility and local rankings, returned as a short video. TradeOps offers a modernisation audit covering website and lead flow, CRM and follow-up, missed revenue and operational bottlenecks. Blue Corona built its whole acquisition funnel on a free SEO analysis.

These are useful and they are sales documents. That is a fair trade as long as you read them as the opening of a conversation rather than as the deliverable.

The audit worth paying for arrives after onboarding and names your pages. If the paid audit in week two looks like the free one in week minus four, you have bought the lead magnet twice.