beyond checklists and into business results

After more than ten years of working with customers to improve search engines, starting with startups and e -commerce giants to B2B Saas and local service providers, I can tell you one thing with confidence: Most of the search engines (SEO) completely miss the point.

Here, the author of the guest Szymon Slowik, an expert of search engines, a consultant, a lecturer talks about his experience and SEO Consulting Services on SZYMONOOOWIK.COM.

So there is a problem with the vast majority of SEO audits … definitely, look professional. There is always a list of problems, some exported graphs, and perhaps even a heat map or two (rare, frankly). But when you ask the decisive question –“What do I do with this?”Usually, you are silent, or worse, a mysterious recommendation for “improving senior economic officials”.

Let’s be real. The identification mark review will not save an unintended intentional page. The clean sitemap will not help if your content does not treat the user’s intention. Core Web Hotals has no meaning if the entire site is not specified with your business goals. From my experience, SEO audits that provide real results on tools or audit lists are not related to. They are about understanding people – and building bridges between what users want and what your work offers. Of course, the technical SEO is important, but it is just a starting point. It is not a valuable product for the business itself.

Start with the brand

When I check the scrutiny, I always start with the brand. Not signs of title. Not the Robots.txt file. The brand. Because regardless of the quality of search engines (SEO) on the page, if people do not recognize or trust your brand, you have already lost clicks. In my opinion, your vision in the branded research is one of the clearest indicators of success in the long run. Do you appear in artificial intelligence summaries? Do you control the narration in knowledge panels? Do users see sitlinks, reviews, and messages that are consistent with SERP features?

In fact, I recently had a full audit of senior economic officials of a UK-based financial mediator, and our main focus was exactly-how the brand appeared in The moment of the zero truth. We have been closely interested in what users saw even before they landed on the site: excerpts, reviews, male in artificial intelligence tools, and how clear the promise of the brand. That is the basis for everything else!

User experience – just another aspect of search engines (SEO)

After that, we intervened in UX and the user shared – because my experience, as the real performance gaps tend to hide. Pages layouts, improving clarity around CTAS, and simplified interior links so that users can move effortlessly. We have also improved correspondence: clearer benefits, more tone for conversation, and stronger social evidence to build confidence. These may look like basic things, but they made the difference.

The result? The site has returned to growth.

This is the type of result that you do not get from just repairing broken church brands. Yes, we have examined technical problems – index, re -guidance, and organized data – but improvements in Trust, navigation and communication It is what really conveyed the needle. Make it easier for users, and usually make it better for senior economic officials.

User monitoring

From my scrutiny, I learned that the most valuable ideas often come from crawling errors or check HTML, but from watching real users interact with the site. Session records. The clicks of anger. Decision of decline. These are not just UX standards – they are signals of senior economic officials. They often explain the reason for high reversal rates, low transfers, or why pages are still a low -performance classification.

Other communications are a layer most shiny audit. It focuses a lot on whether the addresses and definition descriptions are “correct”. But the correct is not convincing. In my view, every Google excerpt is sales. You are not only improving descriptive data – you are competing for attention. You need titles that make people curious, descriptions that arouse movement, and above all, the content that provides his promise.

Here is another lesson you learned over the years: If your content does not match the user’s intention nowLosing. SEO revolves around the user interview where they are – not where you want it. If someone is looking for a comparison, do not give him a product page. If they are familiar with problems but are not ready to solve, do not press her with hard CTA.

Now, there is a new layer: artificial intelligence

More and more people are looking for tools such as confusion, ChatGPT, and Copilot. They do not click on ten blue bonds – they read answers created. From my scrutiny, I see how LLMS forms the best -year experience. If your location is not organized in a way that feeds those answers – amazing addresses, brief sections, and the scheme brand – in this field. Worse, if your Chatbot gives answers to contradict your intended pages, you immediately lose confidence.

In my opinion, this is the place where search engines (SEO) is directed: convergence of organic vision, brand cohesion, UX clarity, and the ability to adapt to artificial intelligence. Modern audit should evaluate all of this.

Work needs priorities

But this is the crucial part that most consultants lack: prioritization. I do not audit without clear and implemented priorities. What is the quick victory that you can treat in the next two weeks? What needs to be shared by the developer? What can you wait for the fourth quarter but will move the needle in the long run?

Some things – such as uninterrupted CTAS fix or adding the chart to common questions – can push a measurable effect quickly. Others – such as rebuilding your topical authority or mapping the client’s journey stages – requires time and strategy. But both are necessary. One makes you momentum. The other builds hegemony.

I also advise customers to connect the results of senior economic officials to business standards. Focus on completing tasks, survival surveys, and lead quality. Do not stop at classification or traffic. From my experience, it is the reports of senior economic officials that show how changes are affected Real behaviorDid more users fill the form, complete repression, or engage deeper?

Clear reports

At the end of the day, the wonderful SEO audit is a commercial document – not just a technical report. This should help you determine the location of the investment, what to improve, and how to grow. It should reflect not only the health of your website, but your company’s priorities and restrictions. Your marketing team should make you feel more intelligent, not confused.

So the next time a person delivers you a review of senior economic officials, ask yourself: Does this reflect this How real users deal with my brand? Does it provide clarity on what matters? To work? And most importantly – do you help you behave?

If the answer is no, what you have is not a scrutiny. It is a distraction. If you like this approach Participate in the consultations of senior economic officials The session and review that will match your business goals and the needs of users.