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Example with sample dataThe company, competitors, domains (all ending in .example) and figures are made up. The report is built from the same components as yours – just shorter: the example checks 12 search terms, an ordered audit considerably more.
SEORA.ONE · EXAMPLE WITH SAMPLE DATA

Musterladen Outdoor

musterladen-outdoor.example · Outdoor equipment · Online shop

Many products, little original copy – and too much clutter in the index

Visibility out of 100 points

At a glance

room for improvement
51 out of 100 points

A usable foundation with noticeable gaps: a few targeted steps will make you much easier to find.

Compared with competitors: Of 12 search terms checked, you appear among the first ten results on Google for 5, Bergpfad Beispielshop for 12. Your strongest competitor is therefore found more often than you.

The first three steps

  1. 1
    Discoverability & indexing
    Take unnecessary filter pages out of Google search
    Who:
    Web agency or developer
    Effort:
    low
    Impact:
    large
  2. 2
    Content & search intent
    Describe the 50 most important products in your own words
    Who:
    Copywriter or editorial team
    Effort:
    medium
    Impact:
    large
  3. 3
    Discoverability & indexing
    Shrink large images so categories load faster on phones
    Who:
    Web agency or developer
    Effort:
    low
    Impact:
    noticeable

Summary

Your goals
More online shop salesGreater awareness
Many products, little original copy – and too much clutter in the index

Musterladen leads on niche products but is barely visible in the big categories. Manufacturer texts, more than a thousand filter pages in the index and missing buying advice hold it back. Cleaning up the index first and describing the most important products in its own words will help it catch up quickly.

1
A clean index is the quickest win.
2
Original copy for the 50 most important products makes the shop stand out.
3
Buying guides get it into the answers of AI assistants.

Chapters at a glance

Points out of 100, in chapter order

  • Technical SEO
    58
  • Content & on-page quality
    42
  • Search terms & search intent
    55
  • Competitor analysis
    51
  • GEO – visibility in AI answers
    38biggest lever
  • User experience, trust & conversion
    63

Action areas

The 12 findings of this audit are grouped into 3 action areas. Each area states the problem, the evidence, the impact on your business and the solution. The corresponding actions are in the action plan.

1
Content & search intent
Original copy and advice are missing
Problem
Products carry manufacturer texts and categories offer no help with choosing.
Evidence
214 products with manufacturer text, no buying guide for the five main categories.
Impact
Google shows other shops, and customers buy where they get advice.
Solution
Original copy for the 50 most important products, then hands-on tests.
Contributes to: More online shop salesActions: M02, M11From the chapters: Content & on-page quality, Competitor analysis
2
Discoverability & indexing
Clutter in the index slows the shop down
Problem
More than a thousand filter pages and slow category pages.
Evidence
1,312 filter pages in the index, 64 category pages over 3.5 seconds.
Impact
New products are found later and visitors leave.
Solution
Exclude filter pages, shrink images and defer scripts.
Contributes to: More online shop salesActions: M01, M03, M09From the chapters: Technical SEO, Search terms & search intent
3
Visibility in AI answers
Invisible in buying advice
Problem
AI assistants and review searches name almost only big retailers.
Evidence
For questions on choosing a hiking backpack the assistants name Bergpfad Beispielshop and review portals.
Impact
The target group that is ready to buy doesn’t get to know the shop.
Solution
Buying guides, stronger category pages and packing lists with clear recommendations.
Contributes to: Greater awarenessActions: M07, M08, M13From the chapters: GEO – visibility in AI answers, Search terms & search intent

Two chapters as an excerpt

Every chapter opens with a verdict, followed by key figures, a chart with its takeaway and the most important findings. The sample report has 6 chapters.

51

Competitor analysis

Bergpfad Beispielshop and Trail Exempel share the top positions. Both have guides and comparisons that are missing here.

Top-3 placements (you : strongest competitor)
2 : 8
strongest competitor: Bergpfad Beispielshop
Top-10 placements (you : strongest competitor)
5 : 12
strongest competitor: Bergpfad Beispielshop
By estimated click share, your website is ranked 3 of 6 (2.6%); Bergpfad Beispielshop leads with 16.4%.
Bergpfad Beispielshop16.4%
Trail Exempel6.8%
Musterladen Outdoor (you)2.6%
Zeltwerk Muster2.5%
Gipfel Beispielmarkt1.7%
Outdoor-Exempelhaus0.9%

Estimated share of clicks across all keywords checked Calculated from positions × typical click-through rate per position (industry average), weighted by search volume. An estimate for orientation, not measured clicks.

Key findings
1Competitors with guides and comparisons
Medium
Evidence
Bergpfad Beispielshop has a buying guide for every main category, Trail Exempel publishes tests every month.
What needs to be done
Bring forward buying guides for the five main categories.
Significance: The competitors are found for advice searches and seen as specialist retailers.
2No reviews on the product pages
Medium
Evidence
Three competitors show customer reviews directly on the product; Musterladen does not.
What needs to be done
Collect reviews after purchase and show them on the product.
Significance: Reviews help with the decision and appear as stars in search results.
38

GEO – visibility in AI answers

For buying-advice questions AI assistants name almost only big retailers and review portals. The shop offers hardly any content they could quote.

AI mentions

In 24 typical customer questions per assistant

ChatGPT0 out of 24
Gemini2 out of 24
Perplexity2 out of 24
Claude0 out of 24
Key findings
1Almost never named in AI answers on buying advice
High
Evidence
For “Which hiking backpack is suitable for day hikes?” the assistants name Bergpfad Beispielshop and review portals.
What needs to be done
Write buying guides with clear recommendations per use case.
Significance: The very target group that is ready to buy learns nothing about the shop.
2Product data without structured markup
Medium
Evidence
Price, availability and reviews of the 214 products are not marked up as product data.
What needs to be done
Add for price, availability and rating to the product pages.
Significance: Search engines and assistants show prices and availability from other shops.

Action plan

14 actions

The first 90 days

The order of the short-term actions: prerequisites first, at most two actions per responsible role start in each phase, and the length of the bar follows the effort. A guide for your planning, not a schedule.

No.ActionWhoWeeks 1–2Weeks 3–6Weeks 7–12
M01Exclude filter pages from indexingDevelopment
M02Original copy for the 50 best-selling productsContent
M03Shrink category banner imagesDevelopment
M05Show shipping costs and returns at the priceMarketing
M04Add structured product dataDevelopment
M06Limit the sitemap to products and categoriesDevelopment
short term
Fix errors and secure quick wins
  • Google finds new products faster.
  • Visibility despite selling the same products as other shops.
  • Category pages around 1.5 seconds faster.
medium term
Expand content and structure
  • More mentions for buying-advice questions.
  • Move onto the first results page for big categories.
  • Smoother use on phones.
long term
Build awareness and a lead over competitors
  • More recognition and weight with Google.
  • Quotable content for planning questions.

Honest trade-offs: where the effort isn’t (yet) worth it

  • M14 Move the shop to a new system not worth it right now High effort without additional visibility.
  • M01short termclearly worth it
    Exclude filter pages from indexingQuick win
    and to the category; clean up the .
    Action area: Discoverability & indexing
    Impact
    high
    Effort
    low · 3–6 hrs · Development
    Owner
    Development
    Expected impact
    Google finds new products faster.
    KPI
    pages
  • M02short termclearly worth it
    Original copy for the 50 best-selling products
    Use case, experience and sizing tips; the manufacturer text only as a supplement.
    Action area: Content & search intent
    Impact
    high
    Effort
    medium · 16–24 hrs · Content
    Owner
    Content
    Expected impact
    Visibility despite selling the same products as other shops.
    KPI
    of the product pages
  • M03short termclearly worth it
    Shrink category banner imagesQuick win
    Under 200 KB, , load the first image with priority.
    Action area: Discoverability & indexing
    Impact
    medium
    Effort
    low · 3–5 hrs · Development
    Owner
    Development
    Expected impact
    Category pages around 1.5 seconds faster.
    KPI
    Mobile loading time ()
  • M04short termworth it
    Add structured product dataQuick win
    Product with Offer and AggregateRating on all product pages.
    Action area: Titles & appearance in search results
    Impact
    medium
    Effort
    low · 4–6 hrs · Development
    Owner
    Development
    Expected impact
    Prices and stars directly in search results.
    KPI
    Product in
  • M05short termworth it
    Show shipping costs and returns at the priceQuick win
    One line below every price with a link to the terms.
    Action area: Trust & conversion
    Impact
    medium
    Effort
    low · 2–3 hrs · Marketing
    Owner
    Marketing
    Expected impact
    Fewer abandoned purchases.
    KPI
    Abandoned baskets
  • M06short termworth it
    Limit the sitemap to products and categories
    Remove filter and search pages from the .
    Action area: Site structure & internal links
    Impact
    low
    Effort
    low · 2–3 hrs · Development
    Owner
    Development
    Expected impact
    A clean index.
    KPI
    Submitted and pages
  • M07medium termclearly worth it
    Buying guides for the five main categories
    Backpacks, tents, boots, sleeping bags and jackets – with a comparison table and a recommendation per use case.
    Action area: Visibility in AI answers · after M02
    Impact
    high
    Effort
    high · 24–40 hrs · Content
    Owner
    Content
    Expected impact
    More mentions for buying-advice questions.
    KPI
    Mentions in AI answers
  • M08medium termclearly worth it
    Strengthen category pages with an introduction and help with choosing
    Introduction, key differences and a link to the buying guide.
    Action area: Visibility in AI answers
    Impact
    high
    Effort
    medium · 12–18 hrs · Content
    Owner
    Content
    Expected impact
    Move onto the first results page for big categories.
    KPI
    of the category search terms
  • M09medium termworth it
    Defer third-party scripts
    Load chat, analytics and widgets only after the first image.
    Action area: Discoverability & indexing · after M03
    Impact
    medium
    Effort
    medium · 8–14 hrs · Development
    Owner
    Development
    Expected impact
    Smoother use on phones.
    KPI
    Mobile responsiveness ()
  • M10medium termworth it
    Collect reviews after purchase
    Email two weeks after delivery; show reviews on the product.
    Action area: Trust & conversion
    Impact
    medium
    Effort
    low · 3–5 hrs · Marketing
    Owner
    Marketing
    Expected impact
    More trust and stars in search results.
    KPI
    Products with reviews
  • M11medium termworth it
    Publish hands-on tests by the team
    One test a month with photos and a verdict.
    Action area: Content & search intent
    Impact
    medium
    Effort
    medium · 10–16 hrs · Content
    Owner
    Content
    Expected impact
    Visibility for review searches.
    KPI
    Visits via the tests
  • M12long termworth it
    Partnerships with hiking clubs and blogs
    Trip reports, kit lists and with a link.
    Action area: Brand, profiles & mentions
    Impact
    high
    Effort
    high · 30–60 hrs · Marketing
    Owner
    Marketing
    Expected impact
    More recognition and weight with Google.
    KPI
  • M13long termworth it
    Packing lists for typical trips
    Day hike, hut tour and trekking – with matching products.
    Action area: Visibility in AI answers · after M07
    Impact
    medium
    Effort
    high · 20–36 hrs · Content
    Owner
    Content
    Expected impact
    Quotable content for planning questions.
    KPI
    Mentions in AI answers
  • M14long termnot worth it right now
    Move the shop to a new system
    The problems can be solved in the existing system.
    Action area: Site structure & internal links
    Impact
    low
    Effort
    high · 40–80 hrs · Development
    Owner
    Development
    Expected impact
    High effort without additional visibility.
    KPI
    –

    High effort without additional visibility.

Excerpt from the data appendix

Every report comes with an Excel file listing all findings, affected pages, search terms, competitors and measures. Here are the first rows of two sheets – you can download the example’s complete file.

Sheet “Findings” · 5 of 12 rows
IDChapterPriorityFinding
technical:1Technical SEOHigh1,312 filter pages in the index
technical:2Technical SEOMedium64 category pages take over 3.5 seconds on mobile
content:1Content & on-page qualityHigh214 products with manufacturer text only
content:2Content & on-page qualityMediumNo buying guides for the main categories
keywords:1Search terms & search intentHighBig categories beyond the first page
Sheet “Search terms” · 5 of 12 rows
SourceSearch termOwn positionOwn URL
Web searchhiking backpack14https://musterladen-outdoor.example/
Web search2 person tent
Web searchwomen’s hiking boots6https://musterladen-outdoor.example/
Web searchsummer sleeping bag4https://musterladen-outdoor.example/
Web searchmen’s rain jacket

PDF excerpt

This is what the report looks like as a PDF: cover, “At a glance”, action areas, one chapter and the action plan – from the same print version your PDF is made from.

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Presentation (excerpt) – with the add-on

Sample data
  • SLIDE 1 / 26seora.onemusterladen-outdoor.example
  • SLIDE 4 / 26The 3 biggest levers
    1. Take unnecessary filter pages out of Google search
    2. Describe the 50 most important products in your own words
    3. Shrink large images so categories load faster on phones
  • SLIDE 9 / 26AI visibilityChatGPTGeminiPerplexityClaude

The presentation is not part of every audit but of the add-on “Analysis video & PowerPoint” (€29), which you add when ordering. Every slide comes with speaker notes.

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