The SEO audit method
The Kreametrix Audit
The Kreametrix Audit is a five-stage SEO audit conducted by Dion Karlo Anthonee Capinpin, an SEO and digital marketing consultant with sixteen years of experience, serving clients in the United States, United Kingdom and Australia. It examines a website across twelve audit areas — from analytics reliability and technical foundations through to content quality, topical authority and AI search visibility — and produces a prioritised set of evidence-backed findings, a list of what to deliberately leave alone, and a 90-day roadmap.
Most SEO audits are tool exports with a logo on them. Three hundred rows exported from a crawler, sorted by the crawler’s idea of severity, handed over without anyone establishing whether a single one of those rows costs the business money. This audit works the other way round: which pages are worth money first, then what’s stopping them.
The questions
What the audit answers
What is wrong?
Why does it matter?
What should we do about it?
Every finding follows the same line: current state → problem → impact → recommended action → priority.
The method
The five stages
The same method at two levels of detail: five stages you can follow, twelve audit areas underneath them.
1
Revenue mapping
Before anything is diagnosed, every significant page is scored by what it’s actually worth: commercial intent, current performance, realistic headroom, and the value of the action it drives. Pages are classed Priority Revenue, Supporting, Low Commercial Value, or No Organic Role.
This is also where the site’s history comes out — migrations, replatforms, previous penalties, previous agency work, and when each happened. Half of “traffic collapsed eighteen months ago” is answered by knowing what happened eighteen months ago.
And it’s where analytics gets validated by hand. Not “GA4 is installed” — every primary conversion journey is completed manually to confirm the events actually fire. If the data can’t be trusted, that’s stated in the report, and every conclusion drawn from it is marked as an estimate.
2
The invisible layer
The technical conditions that cap everything above them: crawlability, indexation, canonicals, redirects, rendering, Core Web Vitals, structured data, crawl efficiency, and — for sites selling into more than one market — hreflang, targeting signals and localisation.
Findings are reported as patterns, not rows. Three hundred and forty-two product URLs with a broken canonical is one finding with a scale attached, not three hundred and forty-two findings.
3
The penalty check
Manual actions, security issues, backlink profile, anchor distribution, unnatural patterns, and any disavow file left behind by someone else.
This runs early and deliberately, because a live manual action changes what every other recommendation in the report is worth. There is no point planning content investment on a site Google has penalised.
4
Intent and answer fit
Whether the pages that matter actually satisfy the searches they target — and whether they’re eligible to be cited when someone asks an AI assistant instead of typing into Google.
Content quality, brand SERP presence, topical authority and entity coverage, E-E-A-T and trust signals, internal linking, and content decay: which pages used to perform, why they stopped, and whether the answer is refresh, consolidate, redirect or retire.
5
The honest verdict
What to fix, what to leave, and whether the site is even the problem.
Sometimes organic search isn’t the constraint. Sometimes it’s the offer, the market, the conversion path, or nobody answering the enquiries. When that’s what the evidence shows, it goes in the executive summary — first page, not page nine.
Every audit also includes a leave-alone list: what was found, considered, and deliberately not recommended, with the reason. Judgement is the part a tool can’t do.
The deliverable
What you receive
Executive summary
The site’s condition, whether search is your constraint, any blocking conditions, and the three to five actions most likely to move performance. Readable on its own.
Findings
Every one with evidence, affected area and scale, business impact, a specific recommended action, and how we’ll verify it’s fixed.
Prioritised recommendations
Critical, High, Medium, Low, assigned on actual impact to your business, never inherited from a tool’s severity score.
The leave-alone list
With reasons.
90-day roadmap
Sequenced, with dependencies, and split by what needs a developer versus what you can do yourself.
Baseline score
Recorded per audit area on the day of the audit. This is the “before” photo every future measurement is compared against.
A walkthrough call
The report isn’t emailed and abandoned.
Scope
What the audit examines
Twelve areas, executed on every engagement.
- Setup, baseline and site history
- Analytics and conversion tracking validation
- Technical SEO
- Crawl efficiency
- International and multi-location signals
- Off-page, backlinks and manual action risk
- On-page and content quality
- Topical authority and entity coverage
- AI search visibility
- E-E-A-T and trust signals
- Internal linking and site architecture
- Content decay
Plus conversion and UX observations, which determine whether traffic is the constraint at all.
Fit
Who this is for
A good fit if you
- Have an existing revenue base and organic traffic that isn’t performing the way it should
- Can say what a new customer is worth to you
- Have suspected for a while that something structural is wrong and want a diagnosis, not a sales pitch
- Are about to invest in SEO and want to know where the money should go first
- Are competing in the US, UK or Australian market
Not a good fit if you
- Want guaranteed rankings, guaranteed traffic, or a guaranteed AI citation
- Have a brand new site with no history to analyse
- Need the work implemented rather than diagnosed
- Are mid-migration — wait until the dust settles, or the audit measures the wrong thing
What’s not included
Stated plainly so there’s no ambiguity later:
Ranking guarantees · AI citation guarantees · implementation of fixes · link building or outreach · full competitor analysis (a separate engagement) · CRO testing programmes or design work · WCAG conformance auditing (accessibility issues are flagged, not certified) · paid media, email or social audits · content production.
Anything on that list that turns out to be a genuine next step for your site gets named in the report and quoted separately.
On AI search
Optimisation determines whether a site is eligible to be retrieved and cited by AI search systems. It does not determine whether any model cites you.
Nobody controls what ChatGPT, Perplexity, Claude or Google’s AI Overviews decide to surface. What can be controlled is whether your site is crawlable by those systems, whether your business is described consistently everywhere it appears, whether your pages contain extractable answers, and whether there’s anything on them worth citing in the first place.
Anyone promising AI placement is selling something they don’t control.
Who runs the audit
Every Kreametrix audit is conducted by Dion Karlo Anthonee Capinpin — not delegated, not white-labelled, not run by a junior against a template.
Sixteen years in SEO and digital marketing, including nearly nine years as a project manager at a digital agency, running campaigns for clients in the US and Australia. Top Rated Plus on Upwork with a 100% Job Success Score across 60+ completed projects.
Documented results include a telehealth client moved from page two to page one with a 125% increase in organic traffic over six months, an 89.4% year-on-year increase in Google Business Profile interactions (December 2024 vs December 2025), a 28% email conversion lift measured three months after a flow rebuild, and a recovered Google manual action.
Before you commit to anything
A 30-minute call. You describe what’s happening; I tell you whether an audit is the right thing, what I’d expect to find, and — if I think search isn’t your constraint — I’ll say so on the call rather than after you’ve paid.
No slides, no proposal template, no follow-up sequence.
Questions
About the audit
What does the Kreametrix Audit include?
The audit covers twelve areas: setup and site history, analytics validation, technical SEO, crawl efficiency, international and multi-location signals, off-page and manual action risk, on-page and content quality, topical authority, AI search visibility, E-E-A-T and trust signals, internal linking, and content decay. It also includes conversion and UX observations. You receive an executive summary, evidence-backed findings, prioritised recommendations, a leave-alone list, a 90-day roadmap, a baseline score, and a walkthrough call.
How is this different from an SEO audit produced by a tool?
A tool reports what it can detect and sorts it by its own severity scale. The Kreametrix Audit starts by establishing which pages are actually worth money, then weights every finding against that. A critical-looking technical fault on a page with no organic role is not a critical finding. Nothing becomes a finding until there is evidence, relevance, business impact and a specific action — anything short of that stays out of the report.
Do you guarantee rankings or AI citations?
No. Optimisation determines whether a site is eligible to rank or be cited. It does not determine whether Google ranks you or whether any AI model cites you. Anyone guaranteeing either is promising something they do not control.
What do you need from me to start?
Access to Google Analytics 4, Google Search Console — every property variant — Google Tag Manager if it’s in use, and enough CMS access to verify how templates are built. Plus written permission to crawl the site, and answers to an intake covering your business model, conversions, target markets, previous SEO work, and any migrations or redesigns with their dates.
What happens if you find something that invalidates the audit?
The audit stops and you’re told immediately. Five conditions trigger this: a live manual action or security issue, analytics too unreliable to draw conclusions from, a migration or redesign inside the measurement window, an active incident such as a hack or mass deindexing, or access insufficient to audit honestly. Completing the remaining areas and burying the problem on page nine would be the wrong outcome for both of us.
Do you implement the fixes?
Not as part of the audit. The audit diagnoses and prioritises; the roadmap specifies exactly what should change, who needs to do it, and how it will be verified. Implementation, retained SEO work, competitor analysis and conversion work are quoted separately.