Your organic channel is underperforming. We find the 20% of work that fixes it.

For CMOs, CTOs, investors, and in-house teams who need SEO that drives commercial outcomes.

See the results

See how strategic SEO and AI Search consultancy turned into measurable growth.

What we did

Long-term client engagement delivering consecutive year-on-year growth and achieving market-leader status. Work included technical SEO, strategic direction, stakeholder communication, reporting, and global stakeholder management. Multi-product focus across mutual funds, 401(k) solutions, and sustainable investing.

What they said

“Working with our company is very demanding, and there are many levels of approval to go through for work to be implemented. Carl has always been very responsive and goes beyond the typical scope of any project, providing us with all angles of technical solutions and detailed recommendations for content optimisations.”

Jennifer Xiques - BlackRock SEO
Jennifer Xiques

Global Head of SEO

What we did

Improving B2C & B2B user journeys through query intent and optimising internal page signals.

What they said

As someone who has been doing SEO for about 10 years and having worked on companies of all shapes and sizes myself, I can tell the difference between someone who gets their hands dirty and delves into the deepest regions of your site vs an SEO “expert” who pushes a button and runs a site audit report only to tell you you have “12 duplicate title tags.” Carl is definitely the former, and whenever I need a fresh set of eyes on my site, I call him.

Brendan Baker

Director of Growth Marketing

What we did

A detailed technical SEO audit assessed the platform’s architecture and server logs to uncover crawl issues and indexing gaps. The work focused on strengthening geo-specific targeting and capturing high-intent commercial queries, alongside a review of the existing JavaScript framework.

What they said

“Addressing technical SEO challenges at the global domain level requires deep expertise and strategic thinking.

Carl and his team didn’t just conduct an audit – they uncovered the infrastructure-level opportunities that were holding back our entire global platform. Their comprehensive server log analysis, technical audit, content & UX audit as well as a discovery review gave us the clarity and confidence to secure cross-divisional investment for the project.

What sets Audits.com apart is their ability to translate complex technical findings into actionable business priorities that resonate with stakeholders. Their expertise in the financial services sector, combined with their hands-on approach, turned a complex challenge into a clear roadmap for transformation across our divisions.”

Mel Poole IG
Mel Poole

IG Markets (APAC+ME)

What we did

Full discovery and competitor organic visibility analysis, with a deliverable containing targeted SEO recommendations to improve organic acquisition.

What they said

“We worked with Audits.com on a project that had a very tight delivery timeframe, and they absolutely delivered. The recommendations were backed by solid data and clearly explained, helping our team fully understand the reasoning behind each action. The confused.com SEO team really valued the additional insights and knowledge shared throughout the process.”

Geoff Bull - Confused.com
Geoffry Bull

Chief Marketing Officer

What we did

Supporting SEO strategy and execution across a number of Apax portfolio brands.

What they said

“His knowledge base expands far beyond SEO having run many successful affiliate sites in his down time. His day-to-day work of planning and implementing SEO strategies for major, FTSE 100 brands was first class. He’ll also know the very latest news on domains, ecommerce and pretty much everything else you’ll wish to mention when it comes to running a successful business online.”

David Burgess - VC SEO
David Burgess

Operating Executive

What we did

Comprehensive organic search review across multiple websites within the Citation Group portfolio. Each site received a tailored analysis with prioritised recommendations, supported by group-level dashboard reporting, LLM/AI search visibility reporting via in-house technology, and content recommendations aligned to user search intent.

What they said

I’ve worked with the team at Audits a number of times over the past 10+ years. They consistently identify the key factors limiting performance and provide clear, data-led recommendations. Their support for internal teams is invaluable, and they’re always responsive, approachable, and communicate in plain English.

Maxine Green - Citation Group
Maxine Green

Digital Experience Lead – The Citation Group

WHERE DO YOU FIT?

Every business comes to us with a different starting point. Find yours.

I need to understand our organic position

You suspect SEO is an untapped opportunity – or a growing risk – but you need data before committing. We start with a Discovery audit or Share of Voice analysis to show you exactly where you stand.

I have a specific technical or vertical challenge

You know the problem – whether it’s a platform migration, algorithm hit, international expansion, or underperforming ecommerce catalogue. We match you with the right specialist service.

I need ongoing senior SEO leadership

ou need the strategic direction of a Head of SEO without the full-time hire. Our Fractional SEO service embeds senior leadership into your team on a flexible basis.

I'm an investor evaluating organic growth

ou’re assessing organic channel performance as part of due diligence, portfolio strategy, or growth planning. We provide the data and frameworks investors need to make informed decisions.

Over0%

of SEO work is wasted effort. We focus on the 20% that actually drives growth.

The other 80% is why SEO has a reputation problem

Bloated audits, generic recommendations, and work that keeps agencies busy but never reaches the boardroom. If your SEO programme feels like activity without outcomes, it probably is.

 

The 20% is what changes the conversation

The handful of changes that shift revenue, reduce acquisition costs, and give leadership a clear picture of organic performance. That’s all we focus on. That’s all we deliver.

Carl Hendy SEO Consultant
Nobody really cares about SEO other than SEOs. Clients care about what SEO enables.
- Carl Hendy, 2025, to a room full of SEOs.

Meet the Founder

Founded by someone who's scaled, sold, and led at the highest level.

Carl Hendy is the founder of Audits.com and a former B Corp award-winning agency owner with over 20 years of SEO, digital marketing and ecommerce experience. 

He has built, acquired, and sold multiple online businesses and digital assets – bringing a commercial perspective to SEO that comes from operating at every stage of the business lifecycle, not just advising from the outside.

Learn More About Us

Why It Works

Built to help your team act fast, not sift through noise.

Your Team Executes, We Direct

We work alongside your existing teams, developers, and agencies. No extra headcount needed. Every recommendation comes with clear ownership and a plan your people can deliver.

Built for Your Boardroom, Not Ours

Reporting and communication designed for leadership, investors, and cross-functional stakeholders – not 200-page technical documents only an SEO can read.

20+ Years Across the Verticals That Matter

Financial services, ecommerce, marketplaces, travel, SaaS, and iGaming – with the commercial context to know what actually moves the needle in each.

Technology-Enabled

Purpose-built SEO and AI Search technology that surface issues faster and prioritise the fixes that matter most.

View Our Technology

Articles

Insights for founders, CMOs, and investors who care about results.

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. Let’s get started.

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