SAMPLE REPORT -- This is a real audit of example-swim-school.co.uk. Your report will look like this, customised for your website.
SEO Audit Report
Comprehensive Website Analysis
example-swim-school.co.uk
Prepared: 18 March 2026 | Detailed Analysis
1
Executive Summary
43
/100
Overall SEO Score: 43/100
Example Swim School has a clear local presence and genuinely useful content, but significant technical issues and missed opportunities are holding the site back from ranking where it should. The good news: the highest-impact fixes are straightforward.
Technical SEO
23
On-Page SEO
85
Local SEO & Maps
25
Content Strategy
60
Image & Accessibility
82
AI Search Readiness
50
Top 3 Quick Wins
Add security headers in your nginx config -- 30 minutes, zero cost, big trust signal for Google
Fix empty image alt tags -- 73% of your images have no alt text. This hurts accessibility, image search, and SEO.
Add LocalBusiness schema to your 8 location pages -- critical for appearing in Google Maps local pack
Strategic Issue: Your original domain (example-swim.co.uk) redirects to example-swim-school.co.uk. This migration is costing you 10-15% of your backlink equity on every external link. The original domain is shorter, more memorable, and holds your link history. Consider migrating back. See Section 4 for full analysis.
📷
Your Website As Google Sees It
These screenshots show how your site appears on desktop and mobile devices. Google uses the mobile version for ranking (mobile-first indexing).
DESKTOP VIEW (1400px)
MOBILE VIEW
2
Technical SEO
Powered by Google Lighthouse -- the same tool Google uses internally.
Issue
Severity
Details
Extremely slow page load (LCP)
CRITICAL
Largest Contentful Paint: 22.1 seconds. Google's threshold is 2.5s. This alone is severely hurting your rankings.
High layout shift (CLS)
HIGH
Cumulative Layout Shift: 0.548. Should be below 0.1. Content moves around as the page loads, frustrating users.
Some navigation links use JavaScript instead of standard HTML anchor tags. Google may not be able to follow them.
WordPress version exposed
MEDIUM
WooCommerce 9.8.7 version visible in source code. Attackers can target known vulnerabilities.
Lighthouse Scores: Performance 39/100 | Accessibility 82/100 | Best Practices 100/100 | SEO 85/100
3
On-Page SEO
Analysis of 14 pages across your site.
Issue
Severity
Details
Multiple H1 tags
HIGH
3 pages have more than one H1 tag (About Bob has 3). Each page should have exactly one H1 -- it tells Google what the page is about.
Empty image alt tags
HIGH
266 of 364 images (73%) have no alt text. This is an accessibility issue (UK Equality Act), hurts Google Image Search ranking, and means Google can't understand your visual content.
Schema description typo
LOW
Your website's structured data describes itself as "Baby Swiming" (missing 'm'). Visible in Google's testing tools.
What's working well: Title tags and meta descriptions are present on all key pages. Yoast SEO is properly configured for basic on-page elements. Canonical tags are correct. Open Graph tags present for social sharing. Lighthouse SEO score: 85/100.
4
Domain & Redirect Analysis
Domain Migration Detected. Your original domain example-swim.co.uk redirects to example-swim-school.co.uk via 301 redirects.
Check
Result
Impact
Page-to-page redirects
GOOD
Old URLs map correctly to new URLs (e.g., /baby-swimming-lessons/ maps to the same path)
Link equity loss
HIGH
Every backlink to example-swim.co.uk loses 10-15% of its value passing through the redirect
HTTP variant chain
MEDIUM
http://example-swim-school.co.uk goes through 2 hops (http->https->www) instead of 1
Brand consistency
MEDIUM
Email uses office@example-swim.co.uk but website is example-swim-school.co.uk
Recommendation: Consider migrating back to example-swim.co.uk. It's shorter (14 chars vs 22), more memorable, and holds your original backlink authority. All the SEO work done before the migration was for that domain.
5
Local SEO & Google Maps
For a business like Example Swim School with 8 physical locations, Google Maps visibility is potentially more valuable than organic search. Parents searching "baby swimming lessons near me" see the Map Pack before organic results.
Issue
Severity
Details
No LocalBusiness schema
CRITICAL
None of your 8 location pages have LocalBusiness structured data. Google uses this to show your business in the local map pack with hours, address, and ratings.
No Google Business Profile link
HIGH
No evidence of Google Business Profile integration on the website. Facebook reviews are linked but Google reviews are not.
Location pages need enrichment
MEDIUM
8 location pages exist (Leeds, Sheffield, Huddersfield, etc.) but lack: embedded Google Maps, local testimonials, specific pool addresses, area-specific unique content.
What's working: 8 dedicated location pages with location-specific titles and descriptions. 19 individual pool pages. Physical address present. Good foundation to build on.
6
Content Strategy
34 blog posts covering relevant topics. Content is genuinely useful and written for parents -- this is a real strength.
Area
Status
Recommendation
Blog freshness
MEDIUM
Last post: January 2026. Google favours regularly updated sites. Aim for 2-4 posts per month.
Missing keywords
MEDIUM
No dedicated pages for: "baby swimming lessons near me", "toddler swimming classes", "swimming lesson prices Yorkshire"
Internal linking
MEDIUM
Blog posts could link more to service and location pages. Location pages don't cross-link to relevant blog content.
7
AI Search Readiness
About this section: AI-powered search (Google AI Overviews, Bing Copilot) is changing how people find businesses. This analysis evaluates whether your site is structured to appear in these new AI-powered results. Most audit tools don't cover this yet.
Factor
Status
Notes
Indexable and snippet-eligible
GOOD
Pages are indexable, no nosnippet blocks
Structured data
PARTIAL
WebPage and BreadcrumbList present. Missing: Organization, FAQ, LocalBusiness
Content structure
PARTIAL
Blog content answers questions but lacks FAQ schema markup. Adding structured Q&A would help AI citation.
Author credentials
MISSING
No author bios or expertise signals. AI search favours content from identifiable experts.
Multi-platform presence
PARTIAL
Facebook and Instagram active. Bing Places and Apple Business Connect not verified.
8
Competitor Comparison
How your website compares to the two largest baby swimming lesson providers in your market. Scores from Google Lighthouse.
Metric
Example Swim School
Water Babies
Puddle Ducks
Performance
39
64
42
Accessibility
82
90
77
Best Practices
100
77
69
SEO
85
92
92
LCP (loading speed)
22.1s
6.1s
11.9s
CLS (visual stability)
0.548
0.001
0
Key finding: Water Babies loads 3.6x faster than Example Swim School and has virtually zero layout shift. This alone gives them a significant ranking advantage. Your Best Practices score (100) is better than both competitors -- but performance is where you're losing ground.
Where you beat them: Best Practices (100 vs 77/69). This means your site follows web standards well -- the performance issues are likely caused by unoptimised images and too many scripts, not poor code quality.
Where they beat you: Page speed (LCP), SEO score, accessibility. Water Babies in particular has a much faster, more stable site.
Score: 43/100 -- Fair. Significant room for improvement.
Example Swim School has genuine strengths: useful content that parents actually want to read, a strong Best Practices score (100/100 -- better than both competitors), and a solid network of 8 location pages covering Yorkshire.
But three critical issues are holding you back:
Your site is too slow. At 22 seconds to load the main content, Google is penalising you. Water Babies loads in 6 seconds. This is the single biggest factor.
Google Maps can't see you properly. No LocalBusiness schema on any location page means you're invisible in the local map pack -- exactly where parents search for swimming lessons.
Your domain migration cost you link equity. Every backlink built to example-swim.co.uk is losing value through the redirect to example-swim-school.co.uk.
The good news: items 1 and 2 are fixable within weeks, and doing so could significantly improve your visibility. The performance issue is likely caused by unoptimised images and excessive scripts -- your underlying code quality is solid (Best Practices 100/100 proves this).
If you implement the top 8 action items in this report, we'd expect your score to improve to 65-75/100 within 4-6 weeks, putting you level with your main competitors.
This report was generated by SEO Rank Masters using Google Lighthouse, automated crawling, and AI-powered analysis. For questions about any finding in this report, reply to your delivery email.
