How To Turn SEO Audit Reports Into Lead Generation Machines (For SEO Service Providers)

For most B2B and B2C organizations, lead generation is an engine that drives them ROI (return on investment).

A survey conducted by Ascend2 concluded that improving the number + quality of leads and generating the sales revenue are the cardinal objectives of any lead generation program.

For SEO service providers, the first step to acquire any new client is to convince them of running their SEO campaign.

How to Turn SEO Audit Reports Into Lead Generation Machines (For SEO Service Providers)

How can your SEO services land them new client-base and higher ROI?

You need to have brawny skills over the domain and client’s industry but it’s not enough.

You also ought to have sales dexteriIf yty to land new SEO contracts.

How can SEO agencies and freelancers Encash SEO Audits?

Stronger audits put an impact.

They really do.

Clients want to make sure you’ve vision, an aggressive approach, and the most important, the understanding of modern SEO and search algorithms.

And, SEO audit is the phase where you can dazzle business representatives with your knowledge, presentation, visionary power, and action-packed SEO Game Plan.

Most of the agencies offer free SEO audit, acting as a conversion assistant channel for them.

Website Audit

Two cases are very common:

1 – Either they integrate an API of website auditor application.

They allow visitors to instantly see the audit report based on their given website.

WooRank LeadGen Widget does the great work here.

With this widget, you will be able to embed the WooRank bar on your website.

When visitors run the auditor with their information, you’ll get visitors’ details in your inbox and you can instantly start the conversation with them.

2 – They don’t use API and will later-on contact the prospect with the SEO audit report.

In either case, they seem to have 2 obvious goals in their mind:

#a) They want to crack the deal ASAP.

#b) They are also building their email list simultaneously. Later-on, they’ll send their promotional newsletter timely.

While everyone can use automated reports to galvanize clients, it is far better to add your exertion to give them more weight.


The Role of SEO Audits

Are you going to send the new report to your prospects?

Well, it should clearly point-out why a specific website is not ranking well and what should be done in order to fix it.

Technical SEO optimization is undoubtedly on top of the game.

Improving Title and Description tags (according to the set of beneficial search terms), speeding up the website (with fixing all considerations provided by GTMetrix, Google Page Speed Developer Tool and Pingdom Tool), and improving inbound link profile are important things.

But is it enough to get ranked?

Once you start optimizing the website after getting the order, would you be able to achieve good rankings after fixing it all?

I guess, NO.

So whatever is required to get dominant rankings in search engines, mention them all here under your SEO audit.

That’s what required at the very early stage!

Your work scope under SEO campaign, your ranking promises, organic traffic estimates, and lead generation will completely depend upon your findings under this audit section.

Thus, SEO audit phase is not only for acquiring new clients but also for client retention.

PRO TIP – You should ask for Google Search Console, Google Analytics, and Bing Webmaster Tools access before conducting website SEO audits.

The Ingredients of SEO Audits

WooRank comes very handy with a strong check-list of website’s technicality and SEO considerations.

I ran eShine Marketing website into WooRank auditor and please see the in-depth report for SEO optimization level:

The generated PDF report includes all technical SEO aspects and the report itself looks visually bonny.

It has a check on Title and Description Meta, Robots.txt, XML Sitemap, Heading Tags, Canonical version, keyword consistency level, mobile usability and speed insights, URL architecture, Flash/Frames check, backlink counter and so more.

Talk about Goals – Rankings and Organic Traffic

Google Search Console Insights

You’ve their Google Search Console and Analytics access, right?

You can easily see the number of clicks, impressions, average search rankings, and the CTR rate for various search terms.

Pick the best profitable branded + non-branded search terms and show their statistics (the search volume, keyword difficulty metrics, and current rankings) to them.

PRO TIP – Relying only on Google Adwords Keyword Planner Tool can leave you working with tons of highly competitive search terms. Start exploring keywords with Keyword, MOZ keyword tool, and WooRank.

Go over Website like a Maven

Don’t finish your audit just with keyword density, meta tags optimization, and WWW resolve.

Start embracing in-depth technical SEO analysis!

  • Are your JS, HTML and CSS files compact?
  • Are any third-party files crawlable by search engines?
  • Can Google render web pages fully, not partially?
  • Is website following SILO SEO architecture?
  • Does website match all mobile visibility criteria?

Google Rendering

Detail your report with all of these questions and the proper reasoning to optimize.

Solutions for Building High Keyword Relevancy

How are you planning to justify the relevancy and density of keywords on targeted web pages?

What will be the primary content + secondary content?

Would Testimonials + Right sidebar text help them out?

Whatever you recommend, always provide a real reasoning behind your actions.

It will help them understand the necessity and the recommendations provided by you.

Linking Domains


@JohnMu answer

Not surprising if John Mueller would have answered it!

But if we analyze top ranking results in Google for highly competitive search terms, we’ll see that top ranking domains have a highly optimized link profile.

We need links to rank higher, really!

Check the link profile of the website – referring domains, anchors, link diversity, and SPAM count – everything.

Differentiate natural positive links from bad links which could harm the website’s rankings in search engines.

Over to You

All you need to do is mark down all the required things to be done.

That’s the work scope you’re going to work under if you and client agree to work together.

If you have anything else to add to this article or have any thoughts you’d like to share, please do so in the comments section below. We’d love to hear from you.

How To Turn SEO Audit Reports Into Lead Generation Machines (For SEO Service Providers)


2018-02-26T15:44:25+00:00 Guest Posts, SEO|16 Comments

About the Author:

Shyam Bhardwaj
Shyam Bhardwaj is the Senior SEO Analyst and Founder at eShine Marketing, specialized in local SEO and marketing. Shyam has over 7 years of experience working with global businesses under different marketers. He worked with A-graded marketers like Joe Balestrino, David Faltz, Bradley Sacks and Ashley Phillips. Before founding eShine Marketing and SEO Vancouver Pros, Shyam worked with Login Radius and Juiced SEO, where he worked for open-source plugin development, customization, and marketing.


  1. Anil Agarwal March 3, 2018 at 9:31 am - Reply

    Great post mate,

    SEO audit, just like content audit is a very critical task every webmaster need to be conducting once awhile, but unfortunately, a of people dread this task, and that is because it is usually very technical.

    But like your article suggests, if you can master how to do this properly, then you’ll never run out of leads again.

    Thanks for sharing mate.

  2. Freddy G. Cabrera
    Freddy G. Cabrera March 4, 2018 at 2:50 pm - Reply

    Hey Simionescu!

    Here is a simple explanation to your question!

    Thank you so much for coming by!

    Best regards! 😀

  3. Shyam Bhardwaj March 4, 2018 at 10:13 pm - Reply

    Thanks Freddy for answering.

    @Anil – Glad you like it. You know the stuff very well. I’m aware of your Blog – Bloggers Passion; you run it with full of passion 🙂 Thanks for reading.

  4. Ryan Biddulph March 5, 2018 at 1:50 am - Reply

    A solid, genuine breakdown points you in the right direction Shyam. Big change on my blog recently. Could help SEO big-time. Freddy knows 😉 I went to a VPS. Pretty fast load time which helps ranking and improves user experience. I note more SEO changes on my blog by just getting clearer on folks I wish to connect with. As clarity builds I get my SEO game down a wee more.


  5. Shyam Bhardwaj March 5, 2018 at 3:28 am - Reply

    Thanks Ryan for stopping by! I know you always blog from Paradise 😉 These kind of words and specially coming from you – sounds really good.

  6. Prosper Noah March 6, 2018 at 12:08 pm - Reply

    Hey Shyam,

    Great Post on Site Audit.

    All tips mentioned should really be taken into consideration.

    As an SEO, I only used SEMrush and Ahrefs site audit tool, and not woorank.

    What has been your experience with woorank? Are they good too?

  7. Shyam Bhardwaj March 6, 2018 at 11:29 pm - Reply

    @Prosper – You should be fine with Ahrefs and SEM Rush. When you handle Client’s SEO and new client acquisition, you need different tools at different phases. WooRank, Raven Tools, and AWR are such tools I generally use.

    WooRank, when I have to send initial SEO audit to my prospective Clients. Though they are limited and can’t point out critical SEO bugs but their report presentation is visually very creative and that’s why I prefer to use them.

  8. Prosper March 8, 2018 at 6:16 am - Reply

    Awesome, thanks for taking the time to reply.
    Have a great time!

  9. sheshi March 19, 2018 at 1:56 am - Reply

    Is it necessary to hire SEO audit Person for newly started website ?

  10. Shyam Bhardwaj March 19, 2018 at 9:33 am - Reply

    Hey Sheshi, Depends… Do you have the skills to drive technical SEO modules into website structure and content copies?… If not, do you have dedicated budget to bring SEO guy on the board?… If you think organic traffic and initial ranking momentum is important for your business, yes, you should seek for help of an expert.

  11. Alice March 26, 2018 at 2:49 am - Reply

    Analyzing a website using different SEO tools and then performing an evaluation of the on-page and off-page factors is a hard task. If the clients is wants to run a SEO campaign after getting the in-depth report of their website, it is rewarding. After reading the information above, know I have more.knowledge of SEO audit. I hope it will increase the lead at my organization.

  12. Darleen Prangue April 11, 2018 at 2:23 am - Reply

    Hell Shyam I hope you are enjoying your day
    Yes you are correct about Seo service providers since being a begineer it is quite difficult for web page to make SEO good for high ranking moreover difficult too so to hire SEO service provider is better option
    thanks for sharing this post

  13. Karan Sharma July 29, 2018 at 5:09 am - Reply

    Firstly with the help of marketing know who you want to target i.e. your audience. Rather than take a scattershot approach, create concrete buyer personas so you can target your SEO. Buyer personas bring together the characteristics of your ideal customers in a tidy package

  14. YellowRoad Designs October 12, 2018 at 10:59 am - Reply

    Thanks for these, nice not to see some original content for once. Cheers mate!

  15. Mayank March 16, 2019 at 1:18 am - Reply

    Nice and detailed information, really helpful for new starters like me.
    Keep posting such stuffs.

  16. MOINUDDIN May 2, 2019 at 11:29 pm - Reply

    wow this is really informative post