"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
Built 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 and ecommerce experience. He built and sold multiple online brands before successfully exiting an SEO agency to one of the UK’s largest independent groups.
He has led organic strategy for brands including BlackRock, British Airways, Estée Lauder, and Compare the Market – working directly with boards, cross-functional teams, and existing agencies. He advises global VC and PE firms on organic due diligence, portfolio growth, and the commercial value of search visibility.
His experience spans financial services, travel, ecommerce, and marketplace’s at a global scale – the verticals where generic SEO falls short and commercial context matters most.
Core Competencies
- Organic revenue growth strategy and execution
- SEO due diligence for M&A, investment, and portfolio companies
- Board and investor-level SEO reporting and communication
- AI search and LLM visibility assessment
- Cross-functional alignment between SEO, product, and engineering
- Technical platform audits across enterprise CMS and JS frameworks
- Algorithm impact diagnosis and recovery
- International and multi-market search strategy
- In-house team structuring, hiring, and upskilling
- Fractional SEO leadership for scaling businesses
About Audits.COM
20+ Years of Simplifying the SEO Experience
Most SEO work doesn’t move the needle. Brands invest in lengthy audits, generic roadmaps, and retainer relationships that produce activity without outcomes. Audits.com was built to fix that.
We work with CMOs navigating organic revenue decline, CTOs managing complex platform migrations, investors assessing the organic asset value of portfolio companies, and founders who need senior SEO leadership without a full-time hire. The common thread: every client needs fewer recommendations and more results.
Over 20 years, we’ve learned that approximately 70% of online experiences begin with a search – yet most brands underperform and undervalue their existing organic opportunities. They chase the next platform, the next channel, the next trend, while the untapped potential in their current online presence goes unrealised. We help brands capture that potential while planning for sustained, long-term organic growth.
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
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
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.”
Geoffry Bull
Chief Marketing Officer
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
Our Ethos
Our strategy simplifies SEO to deliver results your team can implement efficiently
Full Service SEO
We provide comprehensive SEO audits, including reporting, account management, content creation, UX, upskilling, and other digital needs.
Client Servicing Experience
Expert in working with global brands, handling technical complexities, and communicating with stakeholders at all levels.
Flexible Client Engagements
Each brand is at a unique SEO stage. Our custom roadmaps and flexible collaboration are designed to meet individual client needs.
Eliminating Unnecessary Noise
No middlemen or lengthy meetings. We focus on driving revenue fast with clear, data-backed insights and recommendations.
Sustainability and Community Support
We are dedicated to supporting local charities that prioritise mental well-being and ecological sustainability.
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