SEO & GEO Audit
CRM Insights — audit for www.crminsights.co.uk (canonical: crminsights.co.uk)
This audit covers 84 URLs from the Yoast SEO sitemap (pages, posts, resources, portfolio). You asked for www.crminsights.co.uk; that host currently returns a 404 while the live site and sitemap sit on crminsights.co.uk — fix redirects immediately. On-page, Yoast delivers solid basics (canonical, Open Graph on the homepage, WebSite JSON-LD), but Organization is missing from the graph, 53 pages lack meta descriptions, 11 pages lack social preview images, and several pages need H1 consolidation. Priorities: apex/www consistency, Organization + FAQ schema, then bulk meta and social images via Yoast. Use the full-site task list for copy-paste suggestions.
Scope: 84 URLs from sitemap_index.xml (page, post, resources, portfolio sitemaps; lightboxes/testimonials/categories excluded).
Site-level: robots.txt and sitemap OK; WebSite schema present via Yoast; Organization not surfaced as its own entity; www host broken.
Critical: www 404; add Organization; 53 missing meta descriptions; 11 pages without og/twitter image; H1 issues on multiple templates.
Homepage (crminsights.co.uk).
Full-site: 53 URLs need meta descriptions; 11 need default or per-page social images; several case studies and hub pages show multiple H1s or builder-driven heading noise.
WordPress + Yoast — fastest impact first.
Prioritised by impact.
Fix www host — 301 to apex (or unify on www and redirect apex). Stops link equity leakage and user confusion.
Organization schema — Name, URL, logo (existing asset), description, LinkedIn sameAs, contact URL. Aligns with E-E-A-T and knowledge panels.
53 pages: add meta descriptions — Use task list copy; unique per URL, 150–160 chars.
Social images on thin pages — Case studies and posts without featured images: set image in Yoast Social or assign featured images.
FAQPage JSON-LD — On homepage or a dedicated FAQ: real questions buyers ask; validate in Rich Results Test.
Citations and stats — Where you claim ROI or adoption, add sources (industry reports, vendor docs) for AI and human trust.
Answer-first intros — Service and pillar pages: lead with one sentence on who it’s for and the outcome, then detail.
Single H1 per URL — Thrive/visual builders often output multiple H1s; demote decorative headings to H2.
Image alt text — Decorative vs descriptive; case study logos and hero shots need meaningful alt.
Verify LinkedIn company URL — Update sameAs in Organization schema if the slug differs.
Signals for AI search and answer engines.
Traditional SEO focuses on how search engines crawl, index, and rank pages for keyword queries. GEO (Generative Engine Optimisation) extends this to AI search — ChatGPT, Perplexity, Google AI Overviews — by optimising for how models extract, interpret, and cite content. Both rely on clear structure (H1s, schema), quality content, and authoritative signals. The same technical and content improvements that help Google often help AI engines too.
The audit was requested for www.crminsights.co.uk. That hostname currently serves a WordPress 404 with noindex, while the indexed, canonical site is https://crminsights.co.uk. Until redirects are fixed, any marketing using “www” will underperform.
Copy into Yoast custom schema, a header plugin, or your theme — validate after publishing.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "CRM Insights",
"url": "https://crminsights.co.uk",
"logo": "https://crminsights.co.uk/wp-content/uploads/2020/03/logo.png",
"description": "UK CRM consultants and Workbooks CRM partners — workshops, migration, onboarding optimisation, and ongoing support.",
"sameAs": [
"https://www.linkedin.com/company/crm-insights-ltd"
],
"contactPoint": {
"@type": "ContactPoint",
"contactType": "sales",
"url": "https://crminsights.co.uk/about-us/contact-us/"
}
}
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What does CRM Insights do?",
"acceptedAnswer": {
"@type": "Answer",
"text": "CRM Insights is a UK CRM consultancy helping organisations choose, implement, and optimise CRM — including Workbooks CRM — through workshops, migration, training, and ongoing support."
}
},
{
"@type": "Question",
"name": "Who is CRM Insights for?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Teams that want better CRM adoption, cleaner data, smoother migration from tools like Act! or GoldMine, or expert Workbooks CRM implementation and support."
}
}
]
}
After implementing schema, verify rich results and index coverage.