One Audit Run, One Score, Two Reports
A custom SEO + GEO audit tool that replaces crawler exports and spreadsheets
Audits lived in crawler exports, schema validators and analyst notes. We built a tool that checks four layers in one pass and outputs scored JSON and HTML reports.
What the team needed
A typical SEO audit is a pile of crawler exports, schema checks and analyst notes. Specialists can read it; decision-makers and clients can't, and no two audits compare. No crawler answered the full question: is the site sound, clear, well marked up and easy for AI to cite? We built one tool, one run, one score. Checks across four buckets feed an explicit score model and two outputs from the same data: JSON for engineers' dashboards and an HTML report anyone can read. It is now the entry point for delivery and pre-sales.
Constraints we had to design around
- 01
Four kinds of evidence, one output
Technical SEO, on-page, schema and AI readiness produce very different findings. They had to merge into one report, not four exports.
- 02
A score people can defend
A number is only useful if the team can see what moved it. The model had to be simple enough to trust and detailed enough to prioritise.
- 03
AI readiness has no standard checklist
Classic tools say little about whether content is easy for AI systems to extract or cite. We needed practical heuristics, not buzzwords.
- 04
Mixed audiences
Developers wanted structured data, decision-makers wanted prose. Both had to come from the same audit logic without duplicating it.
Architecture and what we shipped
- 01
Audit framework before code
Checks grouped into technical SEO, on-page SEO, schema markup and AI readiness, with the scoring rules written down before the reporting layer existed.
- 02
Page-by-page signal collection
The tool walks the target site and records where page structure, metadata, markup or extractability break down.
- 03
Normalised score model
Raw checks become a scored summary with category-level context, so the biggest gaps are visible at a glance.
- 04
JSON and HTML from one dataset
One audit run feeds both renderers. No second source of truth, no drift between what engineers and clients see.
- 05
Built as a handoff layer
When the score points to deeper authority or content problems, the result hands off cleanly to the multi-agent deep audit.
Shipped in three phases
Define what to score, build the checks, then make the reports good enough to send to a client.
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Phase 1
Audit design
Coverage definition, scoring rules and report structure
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Phase 2
Check engine
Technical SEO, on-page SEO, schema and AI-readiness checks
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Phase 3
Reporting layer
Scored JSON export, HTML report output and QA
What shipped
Technical SEO, on-page SEO, schema markup and AI readiness in one audit flow
Machine-readable and stakeholder-readable reports from the same source of truth
One pass gives engineering, SEO and decision-makers the same prioritised picture
Questions about custom audit tools
What does the SEO + GEO audit tool check?
Technical SEO, on-page SEO, schema markup and AI-readiness signals. Findings are grouped into a scored output instead of a long list of isolated warnings.
Why export both JSON and HTML?
JSON feeds other systems: trackers, dashboards, CI checks. HTML is for the founder, strategist or client who needs a readable report without opening raw exports.
Why build a custom audit tool instead of buying a crawler licence?
Crawlers report symptoms in their own format. A custom tool encodes your scoring rules, your report layout and your handoff process, so every audit is comparable and ready to send.
When should a team move from this tool to a deeper audit?
Use the quick audit for a fast baseline or repeat runs. Move to the deep AI audit when the site needs reasoning about citability, authority, E-E-A-T and platform-level gaps.
Service: Custom software development
Also Covering
Next project: From Business Directory to Sales Pipeline
Your team repeats the same audit by hand? Turn it into a tool.
Show us the checklist and the report you send today. We'll quote a fixed price for the tool that produces it.