Our SEO team and product team keep clashing over page changes - can you resolve that?

This is one of the most common reasons brands bring us in. The SEO team wants content blocks, internal links, and structured markup added to pages. The product team pushes back because it degrades the user experience. The reality is that most of these conflicts stem from SEO recommendations that haven’t been validated against actual organic performance data. We audit which SEO elements are genuinely contributing to rankings and revenue and which are just adding clutter. The output gives both teams a shared set of priorities based on commercial impact, not competing opinions about what the page should look like.

We're getting organic traffic but it's not converting - is that an SEO problem or a UX problem?

Usually both, and that’s exactly why they need to be assessed together. The SEO side might be attracting the wrong intent – ranking for informational queries when the page is transactional, or targeting broad terms that don’t match what the page actually delivers. The UX side might be losing visitors after they land – slow page speed, confusing navigation, poor mobile experience, or a layout that buries the conversion path. We trace the full journey from search query to page experience to conversion action and identify where the breakdowns are happening. Fixing one without the other leaves revenue on the table.

We built our site on React/Next.js - could the framework be hurting our organic performance?

It’s possible, and it’s more common than most development teams realise. JavaScript frameworks can create a significant gap between what users see and what search engines can crawl and index. Pages that render beautifully in a browser may appear empty or incomplete to Googlebot, which means your product experience never makes it into search results. We evaluate how your framework handles rendering, crawlability, and indexation across your key page templates – and provide specific technical recommendations your engineering team can act on without rebuilding the entire front end.

How do Core Web Vitals actually affect our rankings and revenue?

Google uses Core Web Vitals as a ranking signal, but the bigger impact is usually on conversion rates rather than rankings alone. Slow LCP means users wait too long and bounce before seeing your content. Poor INP means interactive elements feel broken. Bad CLS means the page shifts around while users are trying to click. Each of these erodes trust and conversion rate on every organic visit. For high-traffic sites, even a small improvement in page experience metrics compounds across thousands of daily sessions. We quantify the revenue impact of your current scores and prioritise the fixes that move both rankings and conversion simultaneously.

Should SEO and UX sit within the same team, or how do we get them working together?

They don’t need to sit in the same team, but they do need to operate from the same strategic picture. The most common dysfunction we see is SEO sitting in marketing, UX sitting in product, and both making decisions about the same pages without a shared framework for evaluating trade-offs. SEO adds content the product team didn’t ask for. Product ships design changes that break organic performance. Neither team sees the full revenue impact of their decisions because they’re measuring different things. A SEOUX audit establishes that shared framework – a single view of how search visibility, page experience, and conversion interact across your key page templates. The output gives product, marketing, engineering, and brand teams a common language for prioritising changes based on commercial outcome rather than departmental ownership. For brands where this tension is structural, it often becomes the foundation for how cross-functional digital decisions get made going forward.

SEOUX Performance Audit

You’re generating organic traffic but it’s not converting. Or your product experience is excellent but search engines can’t see it. The gap between SEO and UX is where revenue gets lost. We audit both together, because they’re the same problem

Book a SEOUX Assessment

WHAT WE DELIVER

SEOUX Performance Services

Where most agencies treat SEO and UX as separate workstreams, we audit them as one. Because the way users experience your site is how search engines evaluate it.

UX Impact on Organic Performance
Identifying the specific UX decisions that are suppressing your organic visibility and revenue. Not a generic heuristic review, but a data-led assessment of how layout, navigation, and interaction patterns are affecting search performance.

Core Web Vitals & Page Experience
Diagnosing LCP, INP, and CLS issues that hurt both rankings and conversions. Performance problems are UX problems, and Google now measures them as ranking signals. We find the fixes that move both metrics at once.

SEO Wireframes & Design Recommendations
Wireframes and layout recommendations that give your product and design teams actionable direction, not vague SEO requirements. Every recommendation is built to improve organic visibility without compromising the user experience.

Product-Led SEO Strategy
Aligning your product’s core features and USPs with customer search intent so the product itself becomes your strongest organic asset. Moving beyond “SEO content” bolted onto pages and toward experiences that rank because they’re genuinely useful.

JS Framework & Rendering Assessment
Evaluating how React, Next.js, and other JavaScript frameworks are rendering for search engines versus real users. Identifying the gaps between what your users see and what Google can crawl, index, and rank.

Revenue Opportunity Mapping
Using your existing product data, user behaviour, and search analytics to identify where UX improvements will generate the highest organic revenue uplift. Prioritised by commercial impact, not just traffic potential.

SOUND FAMILIAR?

SEOUX Scenarios

Most SEOUX engagements start with one of these tensions between product, design, and search. Which one sounds like yours?

^{GREAT PRODUCT, INVISIBLE TO GOOGLE}You’ve built a great UX on a JS framework but you’re not sure if it’s helping or hurting organic performance.

Your React or Next.js application looks and works beautifully for users, but organic revenue isn’t where it should be. You suspect the framework is creating rendering or crawlability issues, but your SEO team and dev team can’t agree on the cause or the fix.

^{PRODUCT AS SEO ASSET}You have a strong product but you’re not leveraging it for scalable organic growth.

Your product has features, tools, or data that customers actively search for, but your SEO strategy is still built around blog content and keyword targeting. You need someone who can bridge product thinking with search strategy to unlock product-led organic growth.

^{SEO VS. PRODUCT CONFLICT}Your SEO team’s recommendations are interfering with the product experience and nobody knows if they’re even working.
The SEO team wants to add content blocks, change page layouts, and insert keywords. The product team is pushing back because it degrades the UX. You need someone who can audit whether these SEO changes are actually adding organic value or just adding noise.

^{TRAFFIC WITHOUT CONVERSIONS}Your pages are ranking and generating traffic, but users aren’t converting when they land.
Organic traffic numbers look healthy but revenue doesn’t follow. The disconnect is in the user experience: page speed, layout, navigation, or intent mismatch between what people searched for and what your page delivers. You need the SEO and UX pieces assessed together.

^{CORE WEB VITALS FAILING}Your Core Web Vitals are red and it’s dragging down both rankings and user engagement.
LCP, INP, or CLS scores are poor across key page templates. You know it’s hurting you but the fixes require coordination between SEO, UX, and engineering teams who aren’t currently aligned. You need a single assessment that gives all three teams a shared action plan.

Discuss Your SEOUX Project

Frequently asked questions

Have questions?
We have answers.

Have more questions?
Speak to our founder, Carl

Book a call

Our SEO team and product team keep clashing over page changes - can you resolve that?
This is one of the most common reasons brands bring us in. The SEO team wants content blocks, internal links, and structured markup added to pages. The product team pushes back because it degrades the user experience. The reality is that most of these conflicts stem from SEO recommendations that haven’t been validated against actual organic performance data. We audit which SEO elements are genuinely contributing to rankings and revenue and which are just adding clutter. The output gives both teams a shared set of priorities based on commercial impact, not competing opinions about what the page should look like.
We're getting organic traffic but it's not converting - is that an SEO problem or a UX problem?
Usually both, and that’s exactly why they need to be assessed together. The SEO side might be attracting the wrong intent – ranking for informational queries when the page is transactional, or targeting broad terms that don’t match what the page actually delivers. The UX side might be losing visitors after they land – slow page speed, confusing navigation, poor mobile experience, or a layout that buries the conversion path. We trace the full journey from search query to page experience to conversion action and identify where the breakdowns are happening. Fixing one without the other leaves revenue on the table.
We built our site on React/Next.js - could the framework be hurting our organic performance?
It’s possible, and it’s more common than most development teams realise. JavaScript frameworks can create a significant gap between what users see and what search engines can crawl and index. Pages that render beautifully in a browser may appear empty or incomplete to Googlebot, which means your product experience never makes it into search results. We evaluate how your framework handles rendering, crawlability, and indexation across your key page templates – and provide specific technical recommendations your engineering team can act on without rebuilding the entire front end.
How do Core Web Vitals actually affect our rankings and revenue?
Google uses Core Web Vitals as a ranking signal, but the bigger impact is usually on conversion rates rather than rankings alone. Slow LCP means users wait too long and bounce before seeing your content. Poor INP means interactive elements feel broken. Bad CLS means the page shifts around while users are trying to click. Each of these erodes trust and conversion rate on every organic visit. For high-traffic sites, even a small improvement in page experience metrics compounds across thousands of daily sessions. We quantify the revenue impact of your current scores and prioritise the fixes that move both rankings and conversion simultaneously.
Should SEO and UX sit within the same team, or how do we get them working together?
They don’t need to sit in the same team, but they do need to operate from the same strategic picture. The most common dysfunction we see is SEO sitting in marketing, UX sitting in product, and both making decisions about the same pages without a shared framework for evaluating trade-offs. SEO adds content the product team didn’t ask for. Product ships design changes that break organic performance. Neither team sees the full revenue impact of their decisions because they’re measuring different things. A SEOUX audit establishes that shared framework – a single view of how search visibility, page experience, and conversion interact across your key page templates. The output gives product, marketing, engineering, and brand teams a common language for prioritising changes based on commercial outcome rather than departmental ownership. For brands where this tension is structural, it often becomes the foundation for how cross-functional digital decisions get made going forward.

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

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

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

Operating Executive

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 Markets (APAC+ME)

What we did

What they said

“Working with Carl has been a game changer for our SEO. He cuts through the noise, finds what really matters, and turns it into a clear, prioritised roadmap my team can execute. Within a few months we’d fixed long-standing technical issues and unlocked meaningful organic growth. ”

Oliver Garas

Head Of Digital Marketing & Website PO

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.