--- title: "SEO Audit for the Polish Market - from $1,000 or $3,000" description: "SEO audit for the Polish market at two levels: quick kickoff from $1,000, full diagnosis from $3,000. 68 checkpoints including visibility in AI answers." url: "https://marczak.me/en/seo-audit/" lang: en author: "Robert Marczak" published: 2026-08-20T13:46:33Z modified: 2026-08-20T15:13:48Z --- # SEO audit for the Polish market An SEO audit for the Polish market is a written diagnosis of technical health, content, information architecture, link profile and visibility in AI answers. It comes at two levels: a quick kickoff diagnosis from $1,000 and a full audit from $3,000, both ending with recommendations ordered for implementation. 68 checkpoints in the full scope from 2 weeks turnaround 1 person responsible end to end Ask about the audit Tell me the address and what worries you. I will reply with scope and price. Prefer to talk? [+48 780 254 807](tel:+48780254807) The audit is a document, not a dashboard. You get it as a file you can hand to your own team, to your current agency or to any developer — and it is written so that the person implementing it knows what to do first and why. ## How is this different from a free automated audit? A free automated audit is a tool report: it lists symptoms in the order the crawler found them, with no weighting and no context, so nothing tells you which one is costing you rankings. This SEO audit is prepared by hand — tools automate the data collection, not the thinking. A spreadsheet with two thousand rows is not analysis, it is noise. Analysis is what happens when those two thousand rows become twelve, and it is clear which one comes first — which technical issue is holding back positions and which is cosmetic. Search Console, the crawl and the server logs each point at a symptom on their own; the cause usually sits between them, and no tool joins those three sources for you. That difference is also why every recommendation here says what to do, why, and in what order. No „it is worth considering” and no „it is recommended” — nobody has ever implemented anything after reading those two phrases. ## What does an SEO audit for the Polish market cover that a generic one does not? An audit for the Polish market checks four things a generic audit skips: keyword research and mapping against Polish inflection, category structure against Allegro's share of product queries, the link profile against a much smaller pool of **.pl** domains, and whether the Polish version of AI answers cites you at all. Polish grammar puts one keyword into seven cases, so a keyword mapping built from an English list lands on one form and misses the rest, and the on-page optimization follows it into the wrong place. This is the single most common finding on sites that entered Poland with translated content. The AI part is not optional here either. Polish AI Overviews draw on a different set of sources than the English ones, so a domain cited in English search can be invisible in Polish AI answers. Fifteen of the checkpoints below cover exactly that. ## When should you run an SEO audit? Run an SEO audit before a migration, before a structural rebuild, or when rankings and organic visibility have been falling for more than one algorithm update. Running one after a migration means paying twice: once for the audit and once for the fixes that would have cost nothing had the developer known about them beforehand. The other good moment is before committing an ongoing budget. An audit costs a fraction of a year of retainer fees and tells you whether that retainer has anything to work with — whether the ranking potential is there, and what it would take to reach it. Who it is for ## Who this audit is for You sell in e-commerce or B2B Visibility is falling, or orders are dropping while the market around you keeps moving. You need to know which of those is your problem. You are entering the Polish market You have a site that works elsewhere and no evidence it will work here. The audit tells you what transfers and what has to be rebuilt. You are migrating or rebuilding You learn which elements have to change before the developer touches them — the same fixes cost a fraction of what they cost afterwards. You want visibility in AI answers You want the ground prepared before the budget starts running, including whether AI crawlers can reach your content at all. What I analyze ## Scope of the SEO audit There are several hundred ranking factors, but they group into areas that decide how a site performs in search. Below is the full list of what I check — technical SEO, on-page optimization, off-page factors, visibility in AI, UX and competitor benchmarks. From this list I pick the areas that actually decide your rankings in Google and your citations in AI answers. Robots.txt and noindex Robots.txt, meta robots and X-Robots-Tag — whether the directives contradict each other. Indexing and rendering Whether Googlebot reaches every resource and what runs client-side. Crawl budget How much of Google's crawling goes to URLs with no search value. Server log analysis How bots actually move around the site and where they get stuck. XML sitemap Whether it contains only canonical URLs returning 200. URL structure Whether the structure tells the user where they are. Canonical tags Whether parameter and variant URLs point to one target version. Server response codes Redirect chains and mass 4XX and 5XX responses. 404 handling How the error page behaves and what happens to the traffic that lands there. Faceted navigation Whether filters and sorting generate an infinite number of URLs. Pagination Whether listing pages are reachable for the crawler and do not duplicate content. Mobile version Content and data parity with desktop under mobile-first indexing. Language versions Correct hreflang, reciprocal references and geotargeting signals. Security Mixed content and correct SSL implementation. Site speed Core Web Vitals: TTFB, FCP, time to interactive, LCP, CLS and source code efficiency. Server infrastructure Hosting, cache, compression and the protocol resources are served over. Third-party scripts How many tags, plugins and external libraries weigh down page load. Image optimization Formats, file weight, alt attributes and how resources are loaded. Structured data Whether it is implemented correctly and returns the right values in the SERP. Product feed Whether Merchant Center data matches what is on the product pages. Migrations and rebuilds Whether earlier site changes left losses behind. Keyword mapping Which URLs answer which queries, and with what intent. Information architecture Whether templates and categories form logical topic silos. Internal linking How authority is distributed across the site and whether orphan pages exist. Breadcrumbs Whether breadcrumbs reflect the real hierarchy of the site. Meta tags What they target and whether they match the current offer. Heading semantics Whether the structure divides content logically. Content assessment Whether the copy covers the topic and which topics are missing against competitors. Thin content Whether the site holds pages with a low content-to-template ratio. Duplicate content Whether the same content appears under several URLs. Cannibalization Whether several pages compete for the same query. Content freshness Which pages are losing traffic and need a refresh or consolidation. Product and category pages Uniqueness of descriptions and how the offer is presented in listings. Reviews and user content Whether UGC supports indexing and the credibility of product pages. Video and multimedia Whether media has transcripts, markup and is discoverable in search. E-E-A-T signals Authorship, sources, company data and evidence of experience in the content. Above the fold Whether the essential elements are in view once the page loads. User experience Factors affecting traffic quality and business goal completion. Digital accessibility WCAG 2.1 AA: contrast, keyboard navigation and semantics for assistive technology. Link profile What the site's inbound link profile looks like, benchmarked against competitors. Anchor texts Whether the anchor distribution looks natural across the whole profile. Outbound links What the site links to and whether it passes authority somewhere unwanted. Brand mentions Where the web talks about the company outside its own site. Domain history What happened at this address before and whether the past still weighs on it. Penalties and filters Manual actions, spam policy violations and traces of unnatural optimization. Local SEO Google Business Profile, NAP consistency and visibility in maps. AI bot access Whether GPTBot, ClaudeBot and PerplexityBot can reach the content. Types of AI bots Which bots train models, which index, and which fetch on demand. Bot identity verification Whether a known user-agent name hides an impersonating scanner. Infrastructure blocks Whether CDN, firewall and rate limits reject bots with a 429. Cost of fetching content How much time and rendering it costs a model to reach the right answer. Content citability Whether a ready answer can be lifted from the text without reading the whole page. Passage independence Whether a single paragraph still makes sense outside the page context. Answer structure Whether the conclusion comes first, not after three paragraphs of preamble. Multimodality Whether video and images carry a text layer a model can read. Entity graph Schema Organization with a stable @id and relations to people and products. Entity confirmation Wikidata, registries and profiles that corroborate the brand's identity. Author signals Whether a named person with a verifiable record stands behind the content. Control queries A set of real customer questions mapping each stage of the decision. Citation measurement How often models cite the domain, with and without web search enabled. Citation benchmark Who gets cited instead of you, and why. Visibility analysis How positions changed over time and against which algorithm updates. Competitor analysis Where competitors are ahead of you and what to do about it. Snippets and CTR Whether the site is clicked in line with the positions it holds. Internal site search What users look for on the site and what they fail to find. Google tools Search Console and Analytics — setup, errors, documentation, explanation. Analytics and conversions Correct event measurement and attribution of organic traffic to goals. Recommendation prioritization Implementation order by effort required and expected impact. Testimonials translated from Polish. Original wording available on request. Process ## How the audit runs Four stages. The last one is the reason the audit gets implemented instead of filed — a document nobody opens twice is worth about as much as a gym membership bought in January. 01 Conversation and access We agree the goal and the scope. I need access to Search Console and Analytics — if you have server logs, better still, because they show how bots actually move around the site. 02 Analysis and interpretation I go through the data looking for causes, not symptoms. Search Console, the crawl and the logs get read against each other; each one alone shows a symptom, the cause is usually between them. 03 Recommendations Every recommendation says what to do, why, and in what order. No hedging language — those are the phrases after which nothing ever gets implemented. 04 Walkthrough and planning After delivery we sit down and decide what goes in this month and what waits. You end with a plan, not a PDF. ### What clients say “The cooperation was highly professional and efficient. The analysis of our website and the suggestions for improving lead generation were accurate and useful. Robert showed deep knowledge, real commitment and an understanding of our business needs.” Aleksandra Guzek — Arcus S.A., a Warsaw-listed IT and document management group “Robert Marczak is a professional. He can look at a problem from several perspectives and recommend the most sensible solution. He puts real weight on communication and is highly responsive. I recommend him warmly and wish every collaboration were like this one.” Aleksandra Pszczoła — Bee Talents, an IT recruitment company Testimonials translated from Polish. Original wording available on request. Pricing ## How much does an SEO audit in Poland cost? Two levels. The quick audit answers what is broken and what to do first. The full audit covers the entire scope below, including visibility in AI answers, and ends with a two-hour walkthrough. Which one fits depends on the size of the site and how much is already known. SEO audit (quick) $1,000, and up, one-off Quick kickoff diagnosis with recommendations ordered for implementation and a walkthrough call. Ask for a quote → SEO audit (full) $3,000, and up, one-off Full diagnosis across on-page, off-page, technical and content elements focused on building SEO and GEO visibility. Report plus a two-hour video call. Ask for a quote → Consulting $100, per hour A working session on one problem, with a written follow-up and an action list. Book a session → ## Frequently asked questions ### Is a free online audit not enough? A free audit is an automated tool report. It finds basic issues and lists them without weighting or context, which means you learn what is broken but not what matters. It also cannot read your server logs or compare your data against competitors in the Polish SERP. ### What is the difference between the quick and the full audit? The quick audit answers what is broken and what to fix first, and ends with a walkthrough call. The full audit covers the entire scope on this page, including the fifteen checkpoints on visibility in AI answers, and ends with a two-hour video call. ### How long does the audit take? From two weeks. The variable is the size of the site and how quickly I get access to Search Console, Analytics and, ideally, server logs. Larger e-commerce sites with faceted navigation and product feeds take longer. ### What do I actually receive? A document listing every finding with its cause, the recommended fix and its position in the implementation order. Plus a call to walk through it and agree what gets done first. It is written to be handed to a developer or an agency. ### Can my own team or current agency implement it? Yes, and that is the normal case. The audit does not require me for execution. Whoever holds the development capacity can implement it, including an agency you already pay. ### Do you audit visibility in AI answers as well? Yes. Fifteen checkpoints cover it: whether AI crawlers can reach your content, whether your pages can be quoted without reading the whole page, how the entity graph is built, and how often models cite you compared with competitors. ### Do we sign an NDA? Yes. For ongoing work the paperwork, including an NDA, is signed before anything starts. I also work white label, so in many cases we use your document rather than mine.