The short answer
An SEO audit should tell you what is wrong, what to fix first and who should fix it. Everything else is decoration. If you finish a report and can’t hand a list to your developer on Monday, the audit has not done its job.
What belongs in it
- A crawl and index check. Can search engines reach your pages, and do they choose to keep them? This is where most hidden problems are.
- A review of the pages that matter. Not every page, but the ones that earn or should earn money: titles, headings, text, links.
- Templates, not just pages. One fault in a template repeats across thousands of URLs. Fixing the template is a single job.
- Speed and usability on mobile. Measured on real devices, not just a tool’s score.
- A competitor snapshot. Who ranks for what you want, and why they might.
- A prioritised plan. Each item scored for impact and effort, with an owner.
What should not be in it
- A list of 400 warnings with no order.
- Scores that can’t be explained.
- Tool output pasted in with the logo still on it.
- A promise of rankings.
How to judge a quote
Ask four things. How many URLs does it cover? What do I receive, in what format? Who reads it to me if I have questions? Can I give the plan to someone else? If the answer to the last one is no, you are not buying an audit. You are buying a sales document.
Our version
Our audit comes in three sizes, by number of URLs, from CZK 14,900. The plan is yours to keep. You can see a sample report anatomy on our process page before you buy.