An SEO audit done by hand, not exported from a tool.
I'm Miroslav Planansky. At Livesport, I am responsible for content and technical SEO of Flashscore's betting section across 20+ markets. I review client sites using crawl data, Search Console and page-level judgment, ending in a roadmap your developers can ship. Remote, CET.
On this page
Audit scope
What does the SEO audit cover?
The audit reviews three areas: technical health (crawling, indexation, redirects, Core Web Vitals, structured data), content (keyword coverage, search intent match, cannibalization) and authority (a review of your backlink profile). In my audits, underperforming sites usually combine problems across all three, which is why I audit them together instead of in isolation.
Every finding comes with a severity call and a recommended fix. The first phase of the roadmap always targets the fixes with the biggest impact on visibility that can be deployed in days or weeks.
Audit checklist
- 01Indexation and coverage (GSC, sitemaps, robots.txt)
- 02Crawl, redirects and canonicalization
- 03Speed and Core Web Vitals
- 04JavaScript rendering on modern stacks
- 05URL structure and internal linking
- 06Keyword coverage and search intent match
- 07Cannibalization and duplicate content
- 08Backlink profile and competitor SERP reality
Need just the technical layer in depth? A standalone technical SEO audit goes down to code level on crawling, indexation and rendering, and for React or Next.js sites there's JavaScript SEO.
SERP reality
Who wins in your SERP, and why?
Part of every audit is the live results page: which formats rank, what intent Google rewards and which page types your competitors win with. Theory in a spreadsheet doesn't survive contact with the actual SERP.
Deliverables
What do you get?
You get a prioritized roadmap in phases, not a static document that ends up in a drawer. Every item is written as an assignment someone can pick up and ship.
Roadmap in phases
Phase one is the high-impact fixes deployable in days or weeks. Structural and content work follows, sequenced so each phase builds on the last.
Dev-ready tickets
Technical findings arrive as tickets your developers can paste into their backlog: what to change, where, and how to verify it shipped correctly.
Walkthrough call
We go through the findings together. You leave knowing what each item means for the business and what to schedule first.
Versus automated audits
How is this different from a free automated audit?
An automated audit lists everything a crawler can detect; a consultant's audit tells you which of those findings actually cost you traffic and in what order to fix them. Free tools will flag hundreds of missing alt attributes and a missing meta description with the same urgency as a canonicalization error that keeps half your catalog out of the index.
I use the same class of tooling, Screaming Frog for the crawl, Google Search Console and GA4 for real performance data, DataForSEO for the SERP side. The difference is what happens after the export: I read the findings against your business and decide what matters. That judgment is the part you're paying for.
Sample
What one finding looks like in practice
Describing the deliverable only goes so far. Here is one real finding from an audit of my own site, from evidence to deployment check.
Sample finding from my own site, GSC 2026-09-05
- Initial state
- The page /seo-ai is in the sitemap, meta robots index, self-canonical, but as of 2026-09-05 is not in Google's index.
- Evidence
- GSC URL Inspection: Googlebot smartphone fetch successful, crawling and indexing allowed, URL not on Google.
- Decision
- Medium priority. The check found no obvious block through robots, noindex or an unavailable page. Other technical causes (duplication, a different canonical, soft 404) are not ruled out yet. I look for the cause in internal links and page value first.
- Developer ticket
- Add a contextual link to /seo-ai from /blog/ai-v-seo and /blog/llm-a-vyhledavani (first third of the text).
- Add a Visibility in AI search item linking to /seo-ai in the homepage services overview.
- Move the output-and-price section above the theory section (separate copy change).
- Acceptance criteria
- /seo-ai has at least 3 internal links from other pages on the site, link existence verified by a fresh crawl. Indexing of the source pages is checked separately in GSC.
- /seo-ai returns 200, meta robots index and follow, self-canonical, and the URL is in sitemap.xml.
- Deployment check
- Manual request indexing in GSC after deployment. After 14 and 28 days I record the indexing state in GSC as an outcome metric, logged in the experiments log. Google does not guarantee indexing.
Typical delivery: 4 weeks from receiving access and materials, or as agreed. I confirm the date in the proposal.
Pricing
How much does an SEO audit cost?
A full SEO & Organic Growth Audit starts at €1,800 per project. The final investment depends on the number of templates, technical complexity, JavaScript rendering, markets and languages, data quality and the implementation support you need; complex sites naturally land higher. The starting price is on the page so you can check the budget fits before we ever talk; the exact quote comes after the free intro call.
SEO & Organic Growth Audit
from €1,800
per project · scales with scope
Technical, content and authority review in one. Output: a prioritized roadmap in phases, dev-ready tickets, a content plan and a walkthrough call.
Focused Diagnostic
from €1,000
per project
One clearly bounded problem: indexation, a traffic decline, one template type or rendering. A verified root cause without a full-site audit.
SEO Consultation
from €450
per session · 60–90 minutes
One concrete decision resolved with a written recommendation. Often the right first step when the question is narrow.
The price covers the agreed scope: the review, the roadmap, the walkthrough call and one agreed implementation review. A full audit is not always the right first step; for a narrow decision or an isolated issue I may recommend an SEO Consultation or a Focused Diagnostic instead. The 15-minute intro call is free.
When to order
When should you order an SEO audit?
Order an audit when a decision or a problem is on the table. Four situations come up most often:
Before a redesign or migration
Replatforming without an SEO review routinely loses organic traffic, and some of it never comes back. Auditing before launch is the cheap version.
Traffic is stagnating or declining
The site grew, then flatlined or started slipping. An audit finds where visibility leaks and what to repair first.
Second opinion on your agency
You pay a retainer and the reports look fine, yet nothing moves. An independent audit shows what the retainer actually buys.
Entering a new market
Before you invest in content for a new country or language, an audit maps the competition and what ranking there will take.
Why me
Who does the auditing
I am responsible for content and technical SEO of Flashscore's betting section across 20+ markets, including the UK, Brazil, Italy, France and Poland. According to internal data the section I lead is growing faster than at any point in its history (employer's non-public figures).
Three years as SEO manager for CZ/SK/HU in regulated fintech. YMYL territory taught me to audit with compliance in the room, where a sloppy recommendation has consequences beyond rankings.
Builder, this site included
I build in Next.js myself (this site included), so the tickets in your roadmap are written by someone who has implemented the same fixes in his own code.
I have 10+ years in marketing and 6+ years in SEO and brand. I review every audit personally and remain accountable for the findings and priorities.
After the audit
Fair warning
Who an audit is not for
An audit only pays off if someone will implement it: your developers, your content team or an external supplier. If nobody on your side can pick up the tickets, the roadmap will sit unused, and that's a waste of your money and my time. We can settle this on the free intro call before any budget is committed.
FAQ
Common questions.
7 questions
01What exactly does the SEO audit include?+
Three areas. Technical: crawling, indexation, redirects, Core Web Vitals and structured data. Content: keyword coverage, search intent match and cannibalization. Authority: a review of your backlink profile. The deliverable is a prioritized roadmap with dev-ready tickets, plus a walkthrough call where we go through the findings together.
02How long does an SEO audit take?+
It depends on the size of the site and the depth we agree on. A small presentational site and a large e-commerce platform are very different jobs. I confirm the timeline on the free 15-minute intro call, once I've seen the site.
03What access do you need from me?+
Ideally Google Search Console and GA4. I run my own crawl with Screaming Frog, so I don't need server access. The audit works without analytics access too, but your data makes the priorities sharper and the roadmap more specific.
04Do you implement the fixes too?+
I can. The default deliverable is tickets your developers execute, with me reviewing what ships. If you'd rather have me hands-on, I build in Next.js myself (this site included), so I can work directly in the code or stay on through an ongoing partnership from €2,000 per month.
05How much does the audit cost?+
A full SEO & Organic Growth Audit starts at €1,800 per project; the final investment depends on scope, technical complexity, markets and implementation support. A Focused Diagnostic for one bounded problem starts at €1,000 and an SEO Consultation at €450. The 15-minute intro call is free and that's where you get the exact quote.
06Is an audit worth it for a small site?+
Only if someone will implement the findings. For a small site the scope is smaller and the price sits near the lower bound. Often an SEO Consultation from €450 or a Focused Diagnostic from €1,000 covers what a small site actually needs, and I'll tell you that on the intro call instead of selling you a full audit.
07How soon will I see results?+
Technical fixes usually show in Google within 4–8 weeks of deployment. Structural and content changes compound over a quarter. The audit itself changes nothing; the roadmap getting shipped is what moves the numbers.
Start with the audit
One audit. A roadmap your team can start shipping.
Tell me about your site on a free 15-minute call. I'll confirm the scope, the price and whether an audit is the right move at all.
Book a consultationmarketing@mipaco.cz