Directing a Full Website Audit That Moved the Needle for SEO Rankings

When I joined Anderson Power Services, the website was functioning, but had major issues in many areas. I was notified that some pages had broken links, product descriptions were inaccurate or written for the wrong items entirely, and CTAs were inconsistent or missing. Much of the copy was riddled with grammar and spelling errors. Some pages were promoting products Anderson no longer offered.

This website was a liability for a company generating $17M+ in annual revenue across 10+ locations. In addition to the negative effects this had on customers visiting the site, the search engine data was showing that virtually all of the company’s pages had remained stagnant for years. 

Until this point, nobody had conducted a systematic review of the site. The problems had accumulated over time, and were not tracked or addressed, across more than 200 pages.

The Audit: Building a System to Find Every Problem

Before anything could be fixed, every problem had to be identified. I built a comprehensive tracking spreadsheet and conducted a full audit of the entire site — all 200+ pages — evaluating each one across four categories:

• Content accuracy — Were product descriptions correct? Were pages promoting discontinued products?
• Link integrity — Were internal and external links functional? Were CTAs pointing to the right destinations?
• Copy quality — Were there grammar, spelling, or readability issues that undermined credibility?
• SEO health — Were pages optimized for their target keywords? Were meta titles, descriptions, and headers structured correctly?

The audit took two weeks to complete. Every issue was logged, categorized, and prioritized in the tracking spreadsheet so the remediation phase could be executed systematically rather than reactively.

The Fix: Leading a Team Through 200 Pages of Remediation

With a complete picture of every problem on the site, I led a team of internal staff and an agency partner through a month-long remediation process. Having the audit spreadsheet as a shared source of truth meant the team could work in parallel without duplicating effort or missing items.

Our team focused on removing inactive product pages and redirecting discontinued items. Then we worked to tackle each page as a team, with multiple members reviewing changes and testing updates. We combed through each page, updating CTAs, rewriting copy to fix errors while simultaneously optimizing each page for SEO. 

The Results

The impact on search visibility was significant and measurable. Within the months following the remediation:

Moving to the top position for commercial and industrial generator searches in Anderson’s markets represented a meaningful competitive advantage. This positioned Anderson ahead of many top competitors that they had been chasing for years.

Beyond rankings, the remediation produced a cleaner, more professional user experience across the entire site. Customers landing on product pages found accurate information, functional links, and clear calls to action that removed friction from the consideration and conversion process.