Sample deep dive · Included in the free scan
SEO visibility & authority: what the deep dive returns
An illustrative seo visibility & authority deep dive for Northgate Interiors, a fictional brand — an eight-person interior design studio in Leeds working on residential renovations. Same structure, same checklist and same evidence format as a live run. The figures are examples, not a real client's results.
SEO visibility & authority score
- Band
- At risk
- Data coverage
- 80%
- Pages read
- 14
Summary
The site ranks for its own name and little else. Three pages compete for the same intent, the service pages are too thin to answer the queries they target, and the journal has not been updated in fourteen months. Authority is the constraint: eleven referring domains, six of them directories.
Priority fixes, ordered by impact
- 1Resolve the three-page cannibalisation on the head term.
- 2Expand the four service pages to answer the query fully.
- 3Add Organization and LocalBusiness schema.
The checklist, with verdicts
2 passed · 3 needs work · 3 failing
Every check is fixed and versioned, so two runs of the same site are comparable. A live deep dive returns the whole seo visibility and authority checklist; this sample shows a representative slice.
- Fail
Pages target distinct intents
Standard: Each key page addresses a different search intent.
What we found: /services, /interior-design-leeds and the homepage all target the same head intent. Search Console shows them cannibalising each other on 23 queries.
Fix: Keep one page for the head term and rewrite the other two around distinct intents (renovation and period property).
Impact: highEffort: medium - Needs work
Internal links connect the site
Standard: Key pages are reachable and linked with descriptive anchors.
What we found: Project pages carry no links back to the relevant service page. Nine of fourteen pages are reachable only from the main navigation.
Fix: Link each project to the service it demonstrates, with descriptive anchors.
Impact: mediumEffort: low - Needs work
Key pages have substantive content
Standard: Core pages carry enough content to answer the query.
What we found: The four service pages average 210 words. Pages ranking in the top three for the same queries average 1,100.
Fix: Expand each service page with process, scope, timeline and a worked example.
Impact: highEffort: high - Pass
URLs are clean and readable
Standard: Paths are short, lowercase and descriptive.
What we found: URLs are lowercase, short and descriptive throughout.
Impact: lowEffort: medium - Fail
Structured data implemented
Standard: Relevant schema types are present and valid.
What we found: No schema of any type detected sitewide.
Fix: Add Organization and LocalBusiness schema, then Article schema on journal posts.
Impact: mediumEffort: low - Needs work
Publishing programme exists
Standard: A resources or blog section is live and updated.
What we found: The journal exists but the last post is dated 14 months ago.
Fix: Publish against a real schedule or retire the section; a stale journal signals inactivity.
Impact: mediumEffort: high - Pass
Local signals present where relevant
Standard: Location, service area and NAP details are published.
What we found: Address, service area and phone published on /contact and in the footer.
Impact: mediumEffort: low - Fail
External authority signals
Standard: Reputable external sites reference the brand.
What we found: 11 referring domains, of which 6 are unmoderated directories. No editorial links from local or trade press.
Fix: Pursue trade and regional press coverage on completed projects — the studio's work is the asset here.
Impact: highEffort: high
Measured evidence
Each verdict above is formed against numbers, and the numbers are printed with their source. Where a source has nothing for a domain, the checks that depend on it are excluded rather than guessed.
Ranking and backlink data
- Referring domains
- 11
- Keywords in top 10
- 4
- Keywords in positions 11-30
- 27
- Estimated monthly organic traffic
- 140
Third-party index. Directional for low-volume local terms.
Page by page
https://northgateinteriors.co.uk/services
Thin and overlapping with two other pages on the same intent.
https://northgateinteriors.co.uk/journal
Dormant for 14 months; still linked from the main navigation.
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