Selected SEO Project

Off-Page SEO & AI Authority Audits

I built an evidence-led audit workflow to evaluate the authority signals that influence how a website is discovered, trusted and understood beyond its on-page content. The workflow examines external link signals, brand and reputation signals, entity clarity, AI visibility indicators and technical foundations to identify where a website's broader authority profile is strong, where evidence is limited, and where meaningful opportunities exist for improvement.

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Project Overview

Authority is bigger than a backlink count.

This project demonstrates how I evaluate off-page SEO and AI authority using observable evidence from live websites and publicly available web signals. Rather than treating a backlink count as the complete picture of authority, I look at the wider ecosystem around a website — including external references, reputation, entity consistency, structured information, AI discoverability signals and technical accessibility. The approach is designed to work without a Semrush API and without presenting private backlink data as if it were available.

01

External Link Signals

I examine observable external references and link-related signals to understand how a website is being referenced beyond its own domain and where authority-building opportunities may exist.

02

Reputation Signals

I assess publicly visible brand and reputation signals that can contribute to trust, credibility and broader authority across search and the web.

03

Entity & AI Signals

I evaluate entity clarity, consistency and observable signals that can influence how a brand or organisation is understood across search and AI-driven discovery.

04

Technical Foundation

I check publicly observable technical foundations that can affect accessibility, discoverability and the reliability of the evidence used throughout the audit.

Audit Examples

Five audits. Different authority problems.

Each report moves beyond a standard off-page SEO checklist by connecting individual findings to their potential impact on visibility, credibility and discoverability. The audits identify observable strengths and weaknesses, explain why each finding matters, and translate the evidence into practical recommendations that can be prioritized by a business or marketing team.

Glossier

63 Overall / 100

The audit evaluates Glossier's observable authority profile across external link signals, reputation, AI authority and technical foundations, highlighting where strong signals already exist and where additional authority-building opportunities could improve broader discoverability.

75 Off-Page Authority
53 Link Signal Strength
57 Reputation Signals
35 AI Authority
92 Technical Foundation
View audit report ↗ Visit website ↗

JCo Construction

62 Overall / 100

This audit examines the company's external authority, reputation, AI visibility signals and technical foundations to identify observable strengths and areas where stronger external signals could support greater search and brand discoverability.

51 Off-Page Authority
35 Link Signal Strength
52 Reputation Signals
68 AI Authority
91 Technical Foundation
View audit report ↗ Visit website ↗

Notion

61 Overall / 100

The Notion audit looks at how external references, brand reputation, entity signals, AI authority indicators and technical accessibility combine to shape the website's broader authority profile beyond its on-page content.

67 Off-Page Authority
45 Link Signal Strength
52 Reputation Signals
40 AI Authority
95 Technical Foundation
View audit report ↗ Visit website ↗

charity: water

67 Overall / 100

This audit evaluates the organisation's observable authority ecosystem, including external signals, reputation, AI authority indicators and technical foundations, with recommendations focused on strengthening discoverability and credibility.

75 Off-Page Authority
53 Link Signal Strength
64 Reputation Signals
40 AI Authority
99 Technical Foundation
View audit report ↗ Visit website ↗

Water.com

41 Overall / 100

The audit demonstrates how access limitations can affect direct evidence collection. The live page returned an HTTP 403 response, making some direct checks unavailable. Rather than filling those gaps with assumptions, the report documents the limitation and shows how evidence quality should influence audit interpretation.

35 Off-Page Authority
25 Link Signal Strength
40 Reputation Signals
30 AI Authority
71 Technical Foundation
View audit report ↗ Visit website ↗
At a Glance

All five audits, side by side.

A single view of how each website scores across the same five authority signals, making it easier to compare strengths, weaknesses and overall standing at a glance.

Website Overall Off-Page Authority Link Signal Strength Reputation Signals AI Authority Technical Foundation
Glossier 63 75 53 57 35 92
JCo Construction 62 51 35 52 68 91
Notion 61 67 45 52 40 95
charity: water 67 75 53 64 40 99
Water.com 41 35 25 40 30 71
Audit Process

From evidence to action.

The workflow is designed to separate what can be directly observed and verified from what would require data or access that is not publicly available. I collect evidence from the website and relevant public sources, interpret the signals in context, identify the most important authority gaps, and then turn those findings into clear recommendations. This keeps the audit grounded in evidence while making the final output useful for real SEO and marketing decisions.

01

Collect

Gather observable evidence from the live website and relevant public sources, including external references, brand signals, entity information, AI visibility indicators and technical accessibility.

02

Interpret

Evaluate the evidence in context, distinguish measurable findings from assumptions, identify authority gaps and understand how different signals interact across the wider search ecosystem.

03

Recommend

Turn the findings into practical recommendations that can be prioritised by a business or marketing team, with clear attention to visibility, credibility, authority and discoverability.

Need an audit?

Find the authority signals holding your website back.

I can evaluate the observable off-page, reputation, entity and AI-authority signals surrounding your website to identify strengths, gaps and opportunities that may be limiting broader search and AI discoverability. The final audit turns those findings into a practical action plan, helping you understand what deserves attention first and what steps can strengthen your website's authority, credibility and visibility.

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