The Money on the Table audit shows you, in one number, the revenue your business loses in search at its current visibility.
It is free, on tools.aemorph.com. A standard SEO audit lists faults such as crawl errors, thin pages and weak links. This audit prices the gap instead, so you know whether search deserves budget before you pay for any fix. It opens step 1 of the LLM Influencer System, Aemorph's SEO, AEO and GEO programme. Closing the gap moves rankings: Linda Mandarin grew its top-three Google keywords from 24 to 70 in 10 months with Aemorph's team.
Money on the Table audit free · Strategic conversation free, 30 to 60 minutes · Aemorph responds within 24 hours
Written by Kevin Dam, founder of Aemorph, who has practised SEO since 2010 and sits on the Forbes Agency Council. Aemorph is a Google Partner. LinkedIn
The Money on the Table Audit Prices What Competitors Take From You
The Money on the Table audit gives you one figure for the revenue your competitors take while your business sits out of sight in search, calculated from five inputs.
Aemorph finds your competitors, or you name them, and you supply your average revenue per sale. The rest comes from market and ranking data.
| Input | What it is | Who sets it | Why the estimate needs it | Step in the calculation |
|---|---|---|---|---|
| Search volume in the market | The monthly searches for the terms your buyers use | Market search data | It sizes the market you are visible or invisible in | Starting figure |
| The competitors | The businesses that compete with you for those searches | Aemorph finds them, or you name them | It shows who holds the visibility today | Sets which rankings count |
| What those competitors rank for | The search terms your competitors hold positions on | Competitor ranking data | It marks where you are not visible | Sets which search volume counts |
| Expected click-through rate | The share of searches expected to end in a click on a result | An expected rate applied to the search volume | It weights the search volume by the rankings you hold or lack | Input to the loss figure |
| Average revenue per sale | What one sale is worth to your business | You | It states the current loss as revenue | Input to the loss figure |
What is an SEO audit?
An SEO audit is a diagnosis of why a website underperforms in search.
It checks technical SEO, how your content is organised, backlinks (links to your site from other sites), analytics and conversion tracking. It then traces visible problems, such as a ranking drop or a stalled keyword, back to causes backed by evidence. The Money on the Table audit answers the commercial question in front of that diagnosis: how much revenue you lose at your current visibility.
What does an SEO audit include?
A standard SEO audit includes five layers: technical SEO, content architecture, backlinks, analytics and conversion tracking.
The Money on the Table audit works from five inputs instead, and it reports lost revenue rather than defects. Aemorph's paid audits then cover the defects in depth: the technical SEO audit for faults that stop Google reaching and listing your pages, and the AEO-GEO Audit, which scores your AI visibility out of 100.
What is an SEO audit report?
An SEO audit report is the written record of what the audit found and what gets fixed first.
The Money on the Table report is one figure: the revenue you lose at your current visibility. The AEO-GEO Audit report gives a combined AI visibility score out of 100 with an A to F grade, a list of wrong AI statements graded High, Medium or Low, a 30-point check of how ready your pages are for AI to quote, and a fix plan prioritised from P1 to P3.
What the Standard SEO Audit Misses
A technical-only defect list leaves out the revenue at stake, so you hold a list of errors with no figure for what they cost your sales.
A long list of warnings gives you no basis for ranking the fixes against the rest of your marketing budget. A revenue estimate sizes the prize before anyone prices the repair.
A technical-only defect list falls short of a business case in two ways:
- Lists errors without the revenue attached to them.
- Leaves out what the AI chats say about your business, which Aemorph tests in the Hallucination Diagnostic, a one-time test of what the four AI engines say about you.
Two Singapore agencies that quoted Aemorph in June 2026 placed keyword research and approval in a "month zero" before billing began, and one described that audit as not charged. In those quotes, the audit is a step towards a retainer. The Money on the Table audit reports on the money.
The click-through rate carries weight because results pages have changed. A Google results page with an AI summary led to a click on a traditional result in 8% of visits, against 15% when no summary appeared. That click gap runs through the AI search statistics for Singapore that Aemorph tracks.
Source: agency quotes collected by Aemorph, June 2026. Click figures: Pew Research, July 2025, a study of US adults.
| Question | Technical-only SEO audit | Money on the Table audit | What you decide with it | Aemorph offer that covers it |
|---|---|---|---|---|
| What does it measure? | Faults on the site | Revenue you leave on the table | Whether search deserves budget | Money on the Table audit (free) |
| What does it work from? | A crawl of the site and its tracking | Search volume, competitors, their rankings, click-through rate and average revenue per sale | Which market and competitors to measure against | Money on the Table audit (free) |
| What does it return? | A list of errors and a fix order | One revenue estimate | The size of the opportunity | Money on the Table audit (free) |
| What does it leave out? | The value of fixing each error | The cause of each ranking gap | Which paid audit comes next | Technical SEO audit, AEO-GEO Audit or ESAG audit |
| Who is it for? | A team that already has a budget | A decision-maker who needs the number first | Whether to book the strategic conversation | Strategic conversation (free) |
What is the difference between a GEO audit and an SEO audit?
The main difference between a GEO audit and an SEO audit is the surface tested.
SEO (search engine optimisation) earns your place in Google's regular results, so an SEO audit tests how Google reaches, lists and ranks your site. AEO (answer engine optimisation) gets you quoted in Google's AI answer features. GEO (generative engine optimisation) gets you named with the right facts in AI chats, so a GEO audit tests what ChatGPT, Claude, Gemini and Perplexity state about you and how often they mention you. Aemorph's AEO-GEO Audit covers whether AI bots reach and read your site, what AI search says about you live, and what AI models learned about you in training, in 21 days from kick-off.
If you need only the answers tested, the AI Hallucination Diagnostic runs 50 to 150 prompts across the four AI engines and reports in 5 business days.
Which tool is best for SEO audit?
No single tool covers a full SEO audit.
Aemorph's technical SEO audit combines Lighthouse, DataForSEO, Ahrefs, Screaming Frog, Google Search Console and Bing Webmaster Tools, because each one provides evidence for a different layer. The Money on the Table audit is the tool for the revenue question, on tools.aemorph.com. The combined diagnosis then sets the order of work for entity-first SEO, the build of one consistent record of your business.
What the Audit Finds and What It Changes
The Money on the Table audit turns the searches where you do not rank into one revenue figure, so search stops being a list of technical tasks and becomes a number you weigh against the rest of your spend.
How the Money on the Table calculation works
The calculation works from the five inputs and returns the revenue you lose at your current visibility.
Search volume sizes the market. Your competitors and their rankings show where you are visible and where you are not. The expected click-through rate and your average revenue per sale state that gap as revenue.
Five inputs, one revenue estimate.
What the standard audit signals look like
Keywords stuck between positions 11 and 20 are the general pattern behind money left on the table, because those pages rank on page two while competitors take the clicks on page one.
Aemorph reads six diagnostic signals in its audit work, alongside Google's Core Web Vitals, its measures of page speed and stability.
| Signal | Threshold | What it indicates | Tool | Next step |
|---|---|---|---|---|
| Keyword positions | Stuck between positions 11 and 20 | Review trigger for possible duplicate intent or incomplete coverage | Ahrefs or Semrush, Search Console | Check URL overlap, then consolidate or expand |
| Topic coverage for a core service | Under 30 to 40% | Thin topic coverage | Topic coverage heatmap | Build hub and supporting content |
| Hub pages per core service | Under 1 | Weak architecture | Content map | Add the hub page |
| Supporting pages per hub | Under 3 to 5 | Insufficient depth | Content map | Add supporting pages |
| Impressions against click-through rate | High impressions, low click-through rate | Intent mismatch or weak positioning | Google Search Console | Rewrite titles and positioning |
| Crawl depth for key pages | Over 3 clicks | Weak internal linking | Screaming Frog | Relink from hubs |
| Core Web Vitals | LCP over 2.5 s, INP over 200 ms or CLS over 0.1 at the 75th percentile | Slow or unstable pages | Search Console and field data | Fix the templates |
Source: the six signal thresholds are Aemorph's own working rules; the Core Web Vitals thresholds are Google's, from web.dev Core Web Vitals.
Case study · Dental, Singapore
Casa Dental nearly doubled its top-three keywords in 10 months.
Top 1 to 3 keyword rankings grew from 69 to 130 terms, and monthly organic visits rose from 3,641 to 7,074 between March 2023 and January 2024, a 94% increase. Read the Casa Dental case study
Organic search results, not AI citations. Source: Ahrefs, August 2026. How results are measured
Why do an SEO audit?
An SEO audit finds the cause before budget goes into a fix, and the Money on the Table audit puts a number on the problem before the cause is priced.
The two work in sequence: the revenue estimate tells you whether search is worth the investment, and a paid audit names the faults that hold your rankings back.
Aemorph runs SEO, AEO and GEO together, in one content programme, because the same pages are structured to rank, to be quoted in Google's AI answers and to be named in the AI chats. GEO work is planned from day one and goes live once the content is published and the changes are made. Every package runs the full LLM Influencer System, while the three Singapore agencies that quoted Aemorph in June 2026 sell GEO only on top of SEO or bundled with it.
Source: quotes from OOm, Verz Design and D'Marketing Agency, collected by Aemorph, June 2026.
What is a technical SEO audit?
A technical SEO audit is the audit that tests crawling, indexing and site infrastructure.
Aemorph's technical SEO audit covers the settings that control which pages search engines reach and list, canonical tags (which tell Google the main version of a page), redirects, site structure, duplicate pages, speed, mobile usability, hreflang (tags for language and country versions), structured data (code that labels your facts for machines), security, link health and AI bot access. It carries no keyword research and no keyword opportunities.
If you have evidence of a technical problem, take the technical SEO audit; the full checklist sits on the technical SEO page. Its findings identify the faults and the work required, and the fix work is scoped and quoted from them. Your developers or IT vendor make the fixes from Aemorph's specifications, and Aemorph verifies them.
The Money on the Table Audit Starts With Three Inputs on tools.aemorph.com
The audit starts on tools.aemorph.com with your market, your competitors and your average revenue per sale, and it ends with a revenue estimate and the next step that fits your business.
- Name your market and your competitors, or leave Aemorph to find the competitors.
- Enter your average revenue per sale.
- Read the estimate of the revenue you lose at your current visibility.
- Choose the next step that fits the size of your business and the problem you need solved.
| Business | Next step | What it covers | How to start |
|---|---|---|---|
| Enterprise, starting diagnostic | AEO-GEO Audit | AI crawler access, content crawlability, live AI search recall, training recall and visibility fragility, with a score out of 100 and a prioritised fix plan | Request a quote |
| Enterprise, full site readiness | ESAG audit (enterprise SEO, AEO and GEO audit) | Everything in the AEO-GEO Audit plus a site readiness audit with a crawl of up to 1,000 pages | Request a quote |
| Any size, with a technical problem | Technical SEO audit | Crawl and index, canonicals, redirects, architecture, speed, structured data, security, link health and AI crawler access | Request a quote |
| Below about S$5M in revenue | Leveraged & Scalable, Aemorph's community, which Aemorph recommends at this size | The skills, tools and access to do the work yourself | Join the community |
| Any size | Sprint 1 (the Showstopper Sensor, Aemorph's 30-day AI answer sprint) or Sprint 2 (Entity Hardening, Aemorph's technical entity SEO sprint), bought on its own | Sprint 1 answers your showstopper questions, the buyer questions that stop a purchase when AI answers them badly, and carries the Ground Truth Guarantee (an AI accuracy guarantee) when bought on its own; Sprint 2 adds the technical entity layer | Free strategic conversation, then a quote |
| Below about S$5M in revenue, done for you | Awaken, accepted selectively | The entry monthly package, with the 45-day outline guarantee; Aemorph accepts a small number of businesses onto it | Book a strategic conversation |
If you want the estimate explained, book a strategic conversation, a free presentation of 30 to 60 minutes on a video call, recapped by email. Enterprise audits sit inside Enterprise SEO, AEO and GEO, where the path runs from that conversation to an audit, the Influencer Blueprint (SEO strategy and roadmap, built with your team) and a monthly engagement.
Who does the work on your SEO audit?
Your SEO audit runs with your own account manager and Aemorph's team: Kristine and Ryan, Senior SEO Specialists and Project Managers; Tent, Trinh, Wahyu and Minh, SEO Specialists; Michelle and Patrick, Content Specialists; Shiena, Web Project Manager; and Dom, Senior Web Developer.
Your account manager introduces the team members assigned to your account at kick-off, and every message gets a reply within 24 hours, in your business hours.
How much does an SEO audit cost?
The Money on the Table audit and the Hallucination Report are free, and Aemorph's paid audits start from S$1,000 one-time.
The Hallucination Report flags where AI answers conflict with your website. The wider work runs up to enterprise monthly engagements from S$12,500 a month:
| Offer | Price |
|---|---|
| Audits | From S$1,000 one-time |
| Sprints | From S$5,000 per website |
| Influencer Blueprint (SEO strategy and roadmap) | From S$15,000 one-time |
| Entry monthly packages (Awaken, Anchor, Ascend) | S$2,500 to S$7,500 a month |
| Enterprise monthly engagements (Attain, Apex) | From S$12,500 a month |
Monthly packages are priced per market.
Want the most value for your budget and prefer to run the work in-house? Leveraged & Scalable, Aemorph's community, teaches your team to plan and execute SEO, AEO and GEO with AI tools, using the same skills and templates Aemorph's team works from.
The starting diagnostic for an enterprise is the AEO-GEO Audit. The full enterprise audit, the ESAG audit, adds a site readiness audit, and the technical SEO audit covers faults in how Google reaches and lists your pages. The Hallucination Diagnostic tests what the four AI engines say about you, and it sits inside both enterprise audits.
| Offer | What it covers | Who it is for | How to start |
|---|---|---|---|
| Money on the Table audit (free) | One figure for the revenue you lose at your current visibility | A business that wants a revenue figure before it commits budget | Free, on tools.aemorph.com |
| Hallucination Report (free) | Where AI chats state things that conflict with your website; no showstopper questions and no call | Businesses below about S$5M in revenue, as a first step | Free, on tools.aemorph.com |
| Strategic conversation (free) | A presentation on a video call, recapped by email | Every engagement, as the first step | Free; request it through the contact page |
| Hallucination Diagnostic | 50 to 150 prompts across ChatGPT, Gemini, Claude and Perplexity, presented on a call | A business testing what the four AI engines say about it | Request a quote |
| AEO-GEO Audit | Four layers of AI visibility, a score out of 100 and a fix plan prioritised from P1 to P3 | An enterprise that needs the starting diagnostic | Request a quote |
| ESAG audit (enterprise SEO, AEO and GEO audit) | Everything in the AEO-GEO Audit plus a site readiness audit with a crawl of up to 1,000 pages | Most enterprise clients, on Aemorph's recommendation | Request a quote |
| Technical SEO audit | The technical checklist, with no keyword research | A business of any size with a technical problem | Request a quote |
| Showstopper Sensor (Sprint 1) | Your approved showstopper answers published for the AI chats within 30 days; carries the Ground Truth Guarantee when bought on its own | A business of any size whose buyers get wrong answers from AI assistants | Request a quote |
| Monthly packages, Awaken to Apex | Quoted on the output you need; your complete content plan, the Mathematical Market Monopoly outline, within 45 days | From emerging businesses with a lean team to enterprises with several products, brands or markets | Strategic conversation, then a quote |
Buy the Showstopper Sensor on its own and it carries the Ground Truth Guarantee: if ChatGPT, Claude, Gemini and Perplexity still miss your approved facts 30 days after your answers go live, you get your Sprint 1 fee back in full, and Aemorph keeps working on the answers for another 60 days.
Terms: the guarantee covers Sprint 1 bought on its own, from the day the answers are published. It excludes Sprint 1 delivered inside a monthly engagement, Entity Hardening, the audits, the monthly engagement, rankings, traffic and Google AI Overviews. Full terms
Starting points for every package, from Awaken, the first of five monthly packages, for emerging businesses with a lean team, to Apex, for enterprises with several products, brands or markets, sit on the pricing page. The revenue estimate sizes the search opportunity, the Hallucination Diagnostic tests your AI answers, and the Showstopper Sensor (Sprint 1) publishes your approved showstopper answers in a 30-day project.
Aemorph's audits are built for:
- Hospitals and healthcare providers that need every public claim to hold under healthcare advertising rules.
- Financial services and insurance firmswhere one wrong fact in an AI answer costs trust.
- B2B SaaS and technology firms whose buyers research suppliers in AI chats.
- Professional services firms and higher education providers competing on reputation.
- High-ticket lifestyle and specialist services, and high-ticket ecommercewhere one buyer carries a large order value.
They are not built for buyers who expect a promise of rankings in advance or a flood of leads within 30 days, or who choose SEO on price alone.
How long does an SEO audit take?
Aemorph's AEO-GEO Audit takes 21 days from kick-off, and the Hallucination Diagnostic reports in 5 business days.
Aemorph delivers the ESAG audit and the technical SEO audit each within 21 days of kick-off, responds within 24 hours to all communication and serves you in your own business hours.
How long does SEO take to show results after the audit?
Your first ranking movements show within 45 days of publishing.
Google and the AI chats respond only to content that is live, so the 45 days count from publication, not from the start of your engagement.
Source: results reported in past client testimonials. Watch the client videos
How to do an SEO audit?
A standard SEO audit runs in five layers: crawl the site for technical defects, map content architecture against topic coverage, review the backlink profile, verify analytics, and verify conversion tracking.
Findings then rank by impact before any fix begins. The Money on the Table audit runs first, because its revenue estimate decides how much of that work you fund.
The Money on the Table Audit Needs Only Your Revenue per Sale
The Money on the Table audit needs only your average revenue per sale and, if you choose, your competitors' names, so you get your revenue figure without handing over any account access.
Aemorph's paid audits run on your own accounts, with named accounts holding only the access they need, wherever possible. You keep ownership of your domains, hosting, Search Console, GA4, ad accounts and CRM.
Aemorph's access control, change management and auditability practices align with ISO 27001, the international standard for information security management systems. In engagements that publish content, your nominated point of contact signs off regulated claims before Aemorph publishes them, and you decide who that person is. Genuine contact from Aemorph comes only from an @aemorph.com address or +65 8598 6771.
| Claim or data type | Where it applies | What Aemorph checks | Evidence standard | When |
|---|---|---|---|---|
| Client data and access | Every paid audit and engagement | Client-owned assets, named least-privilege accounts, ISO 27001-aligned practice | ISO 27001 alignment, not certification | From kick-off |
| Medical and health claims | Hospitals, clinics, dental, optometry | Conservative wording, no exaggerated promises | PubMed, professional associations, government health authorities | Before publication |
| Singapore healthcare advertising | Singapore medical and dental clients | Copy observes the Singapore healthcare advertising guidelines | The published guidelines | Before publication |
| Financial and insurance claims | Financial services, insurance | Disclaimers present, no guaranteed outcomes | Your point of contact's sign-off | Before publication |
| Testimonials and before-and-after | Every regulated vertical | Used only where the law permits | Your point of contact's sign-off | Before publication |
General guidance, not legal advice. Terms: ISO 27001 alignment, not certification.
The Money on the Table Audit Prices the Gap Your Next Step Closes
Run the free Money on the Table audit to price your gap, then book a strategic conversation to plan the work behind your rankings, leads and sales.