Automation is how I offer big-brand search experience without the big-agency bill. The tools on this page handle the repetitive work, from crawling sites and pulling data to drafting content, so my time goes into judgement. Nothing a tool produces reaches a client, or this site, without me checking it first.
How the system works
Every piece of work follows the same pattern. The tools gather and analyse the data, I verify the findings against the source, I decide what matters and in what order, and then the work gets built or briefed. That’s why the reports are fast to produce but still careful: the speed comes from the tools, and the care comes from the review.
All of these are built in-house. They’re my own tooling rather than a reseller’s dashboard, which is why they check the things I act on rather than everything a generic tool can measure.
What I check by hand
Tools are good at finding patterns and bad at knowing when they’re wrong. So before anything is reported:
- error pages are re-requested, because crawlers get rate-limited and see errors real visitors don’t
- a duplicate URL is checked for a canonical tag or noindex before it’s flagged
- a redirect is never mistaken for a canonical
- titles, descriptions and schema are read from the raw HTML, not a rendered copy
- every figure in a report is cross-checked against the platform it came from
- every product named in content is checked as live and in stock
Audit and analysis
| Tool | What it does |
|---|---|
| Site audit system | Crawls up to 500 pages and runs specialist checks side by side: technical, content, schema, sitemaps, performance and visual |
| Search Console audit | Connects to Google Search Console and finds click-through gaps, decaying content, striking distance keywords and cannibalisation |
| Page analysis | Deep single-page checks of intent, titles, headings, content depth, links, images and schema |
| Technical SEO checks | Crawlability, indexability, Core Web Vitals, JavaScript rendering and AI crawler access |
| Content quality scoring | E-E-A-T, readability and thin or duplicate content |
| Image audit | Alt text, file sizes, formats and lazy loading |
Build and markup
| Tool | What it does |
|---|---|
| Schema toolkit | Detects, validates and generates structured data |
| Sitemap toolkit | Validates and generates XML sitemaps, including for headless builds |
| Hreflang toolkit | Validates and generates hreflang for sites in more than one country or language |
| Programmatic planner | Plans large page sets with quality checks that stop thin pages |
| Comparison page builder | Builds honest comparison and alternatives pages |
| Crawl and data integrations | Direct connections to Screaming Frog, Search Console, Google Analytics and Google Ads |
AI, content and intelligence
| Tool | What it does |
|---|---|
| AI search toolkit | Checks AI crawler access, citation readiness and visibility in AI Overviews and assistants |
| Content writing system | Research, outline, writer and editor passes, voice checks and schema, set up per brand |
| Content refresh system | Finds declining pages and rewrites them, keeping what works |
| Strategy planner | Builds 12-month SEO strategies with competitor analysis, content calendars and roadmaps |
| Search Intelligence | A tool I built that joins Google Ads and Search Console data to show where paid and organic overlap and where the gaps are |
Limits
The automated crawl covers up to 500 pages in a single run, so larger sites are audited in sections or with a full Screaming Frog crawl. Third-party keyword data is an estimate. AI answers change constantly, so AI visibility checks are repeated and dated. The methodology page covers how data is collected and checked in full.
See it in practice
The case studies show what the tools and the review produce together, and how I work explains where they fit into a client project. If you’d like to see the output on your own site, start with a free assessment.