3 in 1 SEO

Audit Reports


3 in1 Web Design


Audit Report Contents

3 in 1 SEO Audits are generally around 30-40 pages in length and extremely thorough. Providing your website allows our software to collect the necessary data, your SEO audit will contain Part 01 to Part 17 as listed below.

You may scroll slowly through this document to read more about each element and the part it plays in your SEO efforts.

Alternatively, simply click the 3 light grey bars on the top left of your screen to reveal the chapter menu From here you can jump straight to the part in which you are most interested.

Part 01 - Current Rankings

Part 02a - Existing Backlinks Report

Part 02b - UK Top 50 Citation Sites

Part 03a - Keyword Research

Part 03b - Latent Semantic Index

Part 04 - Nibbler Mobile Friendliness

Part 05 - Sample IBP Optimisation Report

Part 06 - Screaming Frog

PART 07 - Nibbler Freshness

PART 08 - Nibbler Domain Age

PART 09 - Nibbler Headings Word Cloud

part 10 - Nibbler Content Amount

PART 11a - Social Media - Facebook

PART 11b - Social Media - Twitter

PART 11c - Social Media - Google Plus

PART 11d - Social Media - LinkedIn

PART 12 - Answer the Public

PART 13 - Google Trends

PART 14 - IBP Competitor Analysis

PART 15 - Google Page Speed Insights

PART 16 - Google Sitemaps

PART 17 - Site: My Site

Costs & Payment

We are happy to conduct a thorough SEO Audit, with inclusive fees starting at just £160.00.

The finished audit report contains detailed suggestions and recommendations of ways in which the client's web pages, or blog posts could rank higher in Google.

These suggestions are always couched in layman's terms, with the bare minimum of technical jargon.

Please note : Our fee is in respect of the time spent conducting the SEO Audit and varies slightly according to our initial estimate of the complexity of the task and the time it will take to complete.

We will quote separately if you ask us to implement the recommendations.

We will need a physical address for your invoice, which may either be paid in full at the outset, or you can send a 50% deposit and pay the balance immediately upon completion. We do not charge VAT.

The report and attachments will be emailed to you in digital format. If you would like a professionally bound full-colour printed copy, please add £20.00 to the fee we have quoted for the audit.

If we have not already done so, 3 in 1 are happy to see clients for a no- obligation face-to-face, 1-2-1 meeting before we start work on the SEO Audit.

2nd and subsequent client meetings are charged at £30 for up to two hours.


BACS Details

Mike Loomey

First Direct

A/C No : 30745073

Sort Code : 40 47 86


Average Timings

Depending on the complexity of the client's website, it will take approximately 21-28 days and sometimes occasionally slightly longer to finish the SEO audit.

Express Service

We also offer a premium rate, 7-day service. It costs £200.00 and that fee is payable in advance. If you opt for the Express Service, several 3 in 1 analysts will work on a single client's audit at once. Provided our software can read your website, we guarantee the audit will be complete within a week. If for some reason the site is unreadable, we will refund the £200 payment immediately.


3 in 1 Requirements

Before we can run the SEO Audit, we will need some input from the client ...

We need the full URL of the client's website plus a maximum of 6 quick "back of an envelope" KEY PHRASES for which the client instinctively thinks they might like to be found.

We also would like the URLs of a maximum of 6 LOCAL competitors. In this case we are would like 6 companies of a similar size, which are competing with the client for local business. We are not looking for 6 well-known, huge national companies with bottomless SEO budgets.

In both cases, what we need is a very quick, off the top of head assessment. We don't need or expect you to spend hours doing research.

The idea here is just to make sure we are all "on the same page."

Almost certainly, the initial target key phrases you come up with will change as a result of the keyword research we do. In tandem with that, the firms that you think are your main competitors may not turn out to be so.

So please, don't spend too long on the exercise.

SEO Audit Report

~ Disclaimer ~

Google's search algorithm can and often does change. SEO methods viewed as perfectly reasonable by Google one day can suddenly and without notice become unacceptable the next. This may result in a penalty in the form of a drop in rankings.

The tools and methods detailed above and the advice contained in this SEO Audit are offered in good faith. Every reasonable effort has been made to ensure they are both accurate and up to date but it should be understood that we cannot be held responsible for matters which are completely beyond or control.

Finally, it should be understood that SEO is an on-going technique which takes several months before improvement in ranking become noticeable. It is not a quick fix. Also, as mentioned elsewhere in this document, on-page SEO, although necessary and helpful, will only become truly effective if done in tandem with a serious, on-going, link-building campaign.

SEO Audit Report

Part 01

Current Rankings

Using IBP (Internet Business Promoter) and/or Similar Tools

In order to measure any future improvement in the client's rankings, as a result of our SEO efforts, we always benchmark the starting position.

We check where the client's web pages (and those of their 6 named competitors) rank for each of the 6 chosen key phrases.

Please Note: It may become clear, as a result of this audit, that the client's 6 chosen key phrases are perhaps not the best ones to target. This is because insufficient people are using them to search for the goods or services on offer. Similarly, it is often the case that the 6 companies perceived by the client to be their biggest threat are replaced by more "dangerous" rivals.

If the client asks us to implement the recommendations made in the audit, as the SEO process continues, the hope is that client's web pages will be able to be found for an increasing number of key phrases and that their positions will rise over the coming months.

SEO Audit Report

Part 02a

Existing Backlinks Report

Using various backlink gathering tools such as






3 in 1 will attempt to show approximately how many websites currently link to the client's site and those of the six named competitors. This will determine whether a lack of backlinks is a contributory cause of the client's site ranking poorly.

The resulting reports can also be used as inspiration to clients. If a site is linking to their competitors that site might be approached to see if they will also link to them. Please note that once a link is set up, it may be some considerable time before Google, or the above tools discovers it.

As discussed above, the "Page Title" is one of the most essential elements in SEO. Equal in importance though is the quantity, quality and relevance of the links pointing to the client's site.

It cannot be stressed more strongly that without a reasonable quantity of good backlinks, it is unlikely that 3 in 1's SEO efforts will achieve their full potential. Time needs to be regularly set aside by the client to conduct a serious on-going link building campaign.

SEO Audit Report

Part 2b

List of the UK's Top 50 Citation Sites

As you will read in previous section, a major part of the SEO process is getting highly reputable sites in your business sector, or geographical area, to link to you.

For most of our clients this often proves a challenging task.

Unfortunately, link building campaigns are not something 3 in 1 currently offer.

However, this list of the UK's Top 50 Citation Sites is a great place for you to start your own campaign.

To be clear, we are merely suggesting that you approach the sites they suggest and create the listing yourself.


However, if you do want employ Bright Local's staff to run the entire campaign for you, you do not have to pay a monthly fee or subscribe.

They offer 2 completely different but complementary services.

In the first you would pay $2 to $3 per link for them (by hand) to set you up with links in your chosen number of directories.

In the second service, you would supply them with all necessary details of the products/service on offer and for $55 per year they will submit what you send to 3 or 4 Aggregator services. who will then disseminate your details to a large number of directories world wide.

SEO Audit Report

Part 03a

Keyword Research Report

[ Using Ubersuggest and/or the Google Adwords Keyword Planner plus Microsoft Excel.]

Using the client's initial 6 key phrases and the 6 named websites as inspiration ... We will produce an easy to interpret, colour-coded Excel spreadsheet showing hundreds of potential key phrases. For each of these phrases, we will show the average number of monthly searches and the amount of competition.

We can suggest key phrases to target for each page that you wish to optimise but the final decision is up to you.

You should use your keyword research in tandem with the Latent Semantic Index results which are discussed in the next part of your 3 in 1 SEO Audit below.

SEO Audit Report

Part 03b

Latent Semantic Index

Google is getting smarter and smarter at working out which web pages and blog posts are the best ones to rank on page one.

SEO used to be ALL about including backlinks and key phrases. In the last year or so Google has developed a new, additional way of establishing which pages deserve to rank very highly.

The Latent Semantic Index tool essentially tells you that if a good webpage is all about “X”, a great webpage will not only tell the visitor about “X”, it will also give details about “Y”.

If you would like your web pages to rank highly, it would be a great idea to steal a march on the competition and incorporate details about “Y” into your site.

Endeavour to make each page or blog post the number one “go-to hub of information” on the web for each topic.

The whole process takes an enormous amount of work but could easily be tackled one page at a time. It’s another golden opportunity to do better than the competition.

Your starting point is to check our the Latent Semantic Index topics suggested in this report for your site.

SEO Audit Report
Part 04

Mobile Friendliness

Even if a site is ranking on page 1 of Google for an extremely popular key phrase, with more people searching now on portable devices than on desktop, it is extremely unlikely that a site will do well, if it does not have a fully-responsive, easy to read / navigate mobile site.

Hence, as part of our standard SEO audit, we always perform a check for “mobile friendliness”, providing screenshots showing the mobile and notepad versions of your site.

SEO Audit Report

Part 05

IBP SEO Methodology Report

IBP or "Internet Business Promoter" is a costly, high quality professional SEO analysis tool which checks up to 150 elements influencing where Google is going to rank a web page. Every time Google changes its search algorithm, the tool also updates itself.

In this methodology report, we pick one possible random key phrase and also choose one of your pages at random and run the report. Our intention is to show you the many things that would need to be changed on that page in order to achieve a top 10 placing for that phrase. It serves also to advise which key phrases are never going to get you anywhere because the competition is too strong.

Should a client decide to go ahead, we would use keyword research to establish the best key phrase for each page to be optimised. Then run the report for real. A "percentage optimised" score is generated. Then, element by element, starting with the "essential" and working our way through to the "slightly important" bit by bit we increase the percentage optimised to the highest figure possible.

It should be noted at the outset that certain ranking elements, like the age of the site, cannot be altered. Similarly, if you are competing against a site with thousands of backlinks and currently have very few, it is unlikely that you will be able to catch up. Under these circumstances it would be better to pick a different, perhaps more specific key phrase. For example instead of targeting "photographer London", you might pick "baby photographer Kensington."

Similarly, elements like how active you (and your competitors) are on social media are out of our immediate control.

SEO Audit Report

Part 06

Screaming Frog Report

The Screaming Frog Report is an extremely detailed SEO Analysis of every page of the client's website.

With the click of a tab, our analysts can display, gathered together, everything the client has entered on each page of their site for all the things that will affect their Google search engine rankings.

For example ... The page title is the no 1 absolutely essential SEO factor that is meant to tell Google what each page is about. Screaming Frog can display all the "page titles" together, so that the analyst can easily examine them one by one and see, for example, if any of them are too short or too long, if there are any duplicates, whether they accurately describe the page contents and most importantly if they contain the target key phrases etc.

Quite often Screaming Frog will reveal that the client has put a wholly inadequate page title on every page of the site ? Such as "ABC Company Limited/About" or "ABC Company Limited/Services".

In a similar fashion each page's meta description comes up in the Google search results under the page title. Does each of the client's meta descriptions adequately describe the page in question? Do they contain the key phrases for which the client wishes that page to be found? Do they contain a "call to action"? Are all the client's meta descriptions an appropriate length and are they unique ? Or has the client again put the same thing as a meta description on numerous pages.

Another example ... Photos ... Have the client remembered to compress ALL their photos so that they each look great but don't take forever to load. Have they added the legally required IMAGE ALT tags, using keywords to describe what the image shows, or as is mostly the case have they missed them off all their photos. Did they remember to change the name of the image before uploading it to the site, so that the image name reflects what it is about, or are they missing a trick here and are all their image names fairly meaningless e.g. d7ffe259c3dd0130eb.png - Have they added keyword rich #tags to the properties of each image ?

If you know what to look for, Screaming Frog will give you are pretty good idea what you are doing wrong.

SEO Audit Report

Part 07


Google hates sites with old, unchanging content. Where possible our software will check when the site was last updated and advise what to do if it is not being updated often enough.

To make it easy to add new fresh material, we often recommend the addition of a weekly blog. This could address matters of importance, or topical interest to your clients. Posting regularly to your blog means the site is always fresh.

However, blogs are also a device whereby new keyword-rich content can be added to your site. Each blog post therefore (like each web page) could and should be optimised for an entirely different but related key phrase.

Another technique is to add an additional Frequently Asked Question, at least once a month.

SEO Audit Report

Part 08

Domain Age

Our software checks that the clients site was registered long enough ago, not to fall into the Google Sandbox for being “too new”. We also look to see if the domain name has been paid for sufficiently far into the future for Google similarly not raise any eyebrows …

SEO Audit Report

Part 09

Headings Word Cloud

We take a random 5-page sample of the client's website and produce a Word Cloud showing the words which our client has chosen to use as headings.

These, of course, should contain the targeted key phrases but often they do not.

The Word Cloud often serves as a "strong visual wake up call" to the client that as far as SEO goes, they are clearly on the entirely wrong track.

SEO Audit Report

Part 10

Amount of Content

Another Essential Google ranking factor is the amount of content on a page for which you wish to rank highly.

In the SEO process proper, this needs to be looked at on a page per page basis. However, in the SEO Audit, again we take a random 5-page sample to "test the water". Quite often we find that the number of words needs to be increased.

We recommend at least 300-500 words as a good initial target but warn clients not be surprised if this estimate is increased when we look in detail at specific pages on the competitors sites that they are trying to outrank.

SEO Audit Report

Part 11

Social Media -Introduction

Although the principle objective of the report is SEO, being active and visible on social media is a ranking factor which is becoming increasingly important.

We therefore take a general look at (a) Facebook, (b) Twitter, (c) Google Plus, (d) LinkedIn and (e) Google Maps/Google My Business and make recommendations where we feel it is appropriate.

Depending on the nature of the client's business, other social media platforms such as Instagram will also be examined.


SEO Audit Report

Part 11a

Social Media ~ Facebook

The social media platforms a company uses very much depend on the nature of the business. However, for most of our clients, we recommend that if they do not have a company Facebook account that they get one.

Whenever they post to their other social media platforms that they also re-purpose the content and post it on Facebook too.

As part of the SEO Audit, we will check to see if there are links from the client's site to Facebook and whether the client's site can be easily reached from their Facebook page.

We will check to see whether the Facebook account is being used exclusively for business and report back if we find any posts of a personal nature.

We will check the number of likes, friends etc.

Finally, we do a visual check to see if the styling of this social media platform is consistent with client's branding rules.

SEO Audit Report

Part 11b

Social Media ~Twitter

We strongly recommend that if a client does not have a Twitter account that they get one. Whenever they post to their other social media platforms that they nip across to Twitter and post a link to that content there too.

We will also look to see if the Twitter logo appears correctly on the client's website and if that website can also be reached via their Twitter page. We check how well everything has been set up and how easy it is to like content and re-tweet it.

We report on the number of followers, tweets, likes etc and check that the tweets always link back to the relevant page on the client's site.

Finally, we do a visual check to see if the styling of this social media platform is consistent with client's branding rules.

SEO Audit Report

Part 11c

Social Media ~ Google Plus

Although most people we have spoken to don’t like Google Plus, it is owned by Google and hence punches way above its weight for SEO.

We check to see if clients have a Google Plus page and examine the manner and frequency of their usage.

We strongly recommend that if a client does not have an account that they get one and whenever they post to the other social media platforms that they nip across to Google Plus and post there too. This process can be automated but a discussion on that is beyond the scope of an SEO audit.

We will also look to see if the Google Plus icon appears on the client's website and if that website can also be reached via their Google Plus page.

Finally, we do a visual check to see if the styling of this social media platform is consistent with client's branding rules.

SEO Audit Report

Part 11d

Social Media ~ LinkedIn

LinkedIn is a very valuable social media platform for many types of business.

We will also look to see if the LinkedIn icon appears on the client's website and if that website can also be reached via their LinkedIn page(s). Here, we will search for both the company name and the names of our principal contacts. Finally, we do a visual check to see if the styling of this social media platform is consistent with client's branding rules.

As with all the other major social media platforms discussed in this audit, we strongly recommend that if a client does not have a LinkedIn account that they immediately create one. Whenever they post content to the other social media platforms that they should also post it on LinkedIn.

There is a free and paid for professional version of LinkedIn, we recommend getting the free one for starters and once you are regularly using the platform give the free, month-long trial of the chargeable professional version a go.

We also highly recommend the low-cost LinkedIn courses at City Business Library.

SEO Audit Report

Part 11e

Google Maps ~ Google My Business

For just about any local firm it is pretty much essential to be listed in "Google Maps", which is part of "Google My Business".

  • Visitors can immediately see your location and find you – you can add external pics of your business making it even easier
  • You will be listed for free and could even be at the very top of google’s search results
  • Visitors can get your contact info very quickly - without having to locate your website and search through it.
  • See business hours & parking info and how busy you are at certain times of day.
  • You have full control of what you display.
  • They can immediately see that you have lots of favourable reviews
  • You can respond to your reviews on the site, whether positive or negative.
  • You can add photos and videos of your products.
  • You can link to your website for more info and online sales.
  • It’s often quicker and easier than SEO (but still do both!)
  • As part of our SEO Audit, we will check to see (a) if you have a Google Maps / Google My Business account and if you are whether you are using it to its full potential.

    Finally, we do a visual check to see if the styling of this social media platform is consistent with client's branding rules.

    SEO Audit Report

    Part 12

    Answer the Public

    Answer the Public is a new free tool which can be used to compile lists of the most popular questions on any specified topic. Clients can use these lists as inspiration when creating a FAQ or "Frequently Asked Questions" page for their site.

    You read in Part 07 above that "Freshness" is a known factor in the Google search algorithm. You can add a new FAQ every week or month, taking your inspiration the questions revealed by this Answer the Public tool.

    Particularly for sites with a strong visual element and little narrative, FAQs are an excellent way to introduce new, text-heavy, keyword-rich pages which are ideal for SEO.

    The technique is to have one main FAQ page, where you list all the questions. However, underneath each question, instead of giving a full, detailed answer, simply write a brief couple of lines followed by a "read more" link.

    When the visitor clicks each link, he/she is taken to one of several new pages. Each one will contain a very full 300-500 word explanation of the relevant question.

    Use the list of questions suggested by Answer the Public in tandem with any others which crop up in your keyword research. Prioritise those which occur in both.

    Optimise each page for the most appropriate key phrase. Often, the phrase to target may be the words in the question itself.

    SEO Audit Report

    Part 13

    Google Trends

    Google Trends is a free SEO tool which clients can use to establish whether there is a continuous, on-going demand for a new product or service which they are bringing to market. The results are shown in real time. However, the tool can also be queried to establish whether demand is increasing, decreasing, or largely staying the same.

    You can set the parameters of any search to target a certain region e.g. the UK, or Australia.

    Finally, you can ask the tool to display a graph showing up to 5 separate searches at once. This is a quick and very useful way of establishing which of a series of very closely related phrases is the most widely used by the public in their searches.

    A Google Trends is not supplied as standard with every 3 in 1 SEO Audit, but is added on request, or where we feel it is particularly useful or appropriate.

    SEO Audit Report

    Part 14

    PART 14 - IBP Competitor Spy Analysis

    We always ask our clients for the names of half a dozen firms which they feel are their strongest competitors. Quite often though, when we check Google to see where those 6 competitors are ranking for the key phrases that our client wants to be found for, we discover that they are not actually ranking for those 6 phrases at all.

    If this happens we can use the very useful "IBP Competitor Spy Tool" to tell us which phrases (if any) those competitors have ranked for in the UK (or abroad) at any point.

    It can also tell us whether those companies have ever paid for any Google Ads.

    Armed with this information our client can then decide if they also wish to target any of the key phrases which they now know have brought success to their competitors.

    SEO Audit Report

    Part 15

    PART 15 - Google Page Speed Insights

    Lightning-fast page-load speed amplifies visitor engagement, retention, and boosts sales. Instantaneous website response leads to higher conversion rates, and every one second delay in your page-load speed decreases customer satisfaction by 16 percent, page views by 11 percent and conversion rates by 7 percent according to a recent survey by Aberdeen Group Research.

    Part 15 of the 3 in 1 SEO Audit examines how fast your site is loading and pinpoints the most likely causes for delay.

    SEO Audit Report

    Part 16

    PART 16 - Google Sitemaps

    A sitemap is a file in which you list all the web pages of your site. The file always has the suffix "xml".

    This is then submitted to Google and other search engines to alert them not only to the fact that those pages exist but how each page can be accessed from other pages in the site.

    Creating a sitemap and submitting it to Google is usually the job of the web designer. Unfortunately, not all web designers do that job properly, leaving Google unaware that certain pages exist and if Google does not even know a page exists, it certainly is not going to rank for your chosen key phrases.

    A simple way of checking if your website has a sitemap is to type the name of the company followed by /sitemap.xml

    If one does not exist, we will create it as part of the optimisation process.

    SEO Audit Report

    Part 17

    PART 17 - Site:MySite

    This part of the SEO Audit Report is closely associated with the previous section on sitemaps.

    Go to the Google search box and type the word "site" then a colon i.e. ":" followed by a space, followed by the full URL of your home page and then hit search, Google will systematically list all the pages on your site that it knows about.

    e.g. site: http://www.123-reg.com

    You can then very easily make a judgement whether some or any of your pages are missing from the index. If so, you should create an submit an xml sitemap through Google Search Console, or ask your webmaster or an SEO guy to do it for you.

    SEO Audit Report

    Part 18

    Conclusions and Recommendations

    After each part of the SEO audit, we will discuss the implications of our findings. In part 18, we bring our conclusions together and make our recommendations for what needs most urgently to be done to get the site ranking higher.

    If a client has the necessary tools, skills and patience they can do some / all of the SEO necessary SEO work themselves. Alternatively, they can engage an SEO company such as 3 in 1 to do the SEO work for them.

    3 in 1 costs and payment terms are detailed towards the top of this document. Please read these in tandem with our disclaimer, which again you will find towards the top.