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How the audit works

We read your site. You get a to-do list.

We run 49 checks on your site and score it out of 100. Every finding comes with its fix written out.

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Example
From a Real Report · Demo Site

Every finding reads like this.

Each one states the problem in plain words, why it matters, and how to fix it. You can fix it yourself or pass it to whoever looks after your site.

1

Search result description

Needs fixing

This page has no search-result description.

What this checks
We check whether the two sentences Google can show under your link are there, and the right length.
Why it matters
It’s your two-sentence pitch in the search results — Google writes its own snippet for many searches, but yours is the version it reaches for first.
How to fix it
Write a two-sentence summary that sells the page, in its meta description The short summary in a page's code that search engines often show beneath its headline in the results. — one line, in your own words. Keep it under about 160 characters so the whole summary shows in the results.

The 12 questions we ask about your site.

Each question gets its own score, so you can see exactly where a problem is. The last one can only take points off.

  1. 01

    Can Google find you?

    Nothing blocks Google, your sitemap is complete, and redirects take one step.

  2. 02

    Do your titles say what you do?

    Every page has its own title and summary, specific and short enough to show in full.

  3. 03

    Does the page read like a document?

    Each page has one main heading, then smaller headings in order, so a person can skim it and a machine can follow it.

  4. 04

    Does it answer what buyers ask?

    Each page says enough to answer what people came for, reads plainly, and isn’t copied from another page.

  5. 05

    Do your web addresses read as words?

    Your web addresses are lowercase words a customer could read aloud, with no codes or tracking tags.

  6. 06

    Do your links go somewhere useful?

    No link is broken or just says “click here”, and blog posts lead on to what you sell.

  7. 07

    Do your images help or slow you?

    Every photo is described, and none is heavy enough to slow the page.

  8. 08

    Can a machine read your details?

    Your name, address and other details are also written in code search engines read, in the format their results use.

  9. 09

    Is it obvious where you are?

    For a local business, your number is tap-to-call, there’s a map, and your address and hours are in code.

  10. 10

    Is it fast, and is it secure?

    Your server answers fast, pages stay light, and no browser warns visitors away.

  11. 11

    Can AI read your website?

    Your robots.txt lets in the readers behind AI answers, your pages give an assistant something to quote, and their code says who you are.

  12. 12

    Is anything working against you?

    No page hides text, opens with a full-screen pop-up, or copies another with only the town swapped.

How the score adds up.

Each question is scored on its own

One overall number can’t hide where the problem is.

What matters counts more

Being findable on Google outweighs image descriptions.

One question only takes points off

Hidden text, full-screen pop-ups and near-identical town pages cost points, never more than 10 in total.

Some things are flagged, not scored

A local business’s Google Business Profile is one. We explain how to check it, and it doesn’t change your score.

What we can see from outside your site, and what we can’t.

What we check
Your pages

We read each page’s words, code and images exactly as a search engine receives them.

Your sitemap and robots file

We read the files that guide search engines around your site, the same ones Google reads.

What we can’t see, and tell you so
–
Your Google Business Profile

It lives inside Google. For a local business, we explain how to check it.

–
Links from other sites

They sit on other people’s sites, so they’re outside what the audit reads.

–
Content added by JavaScript

Some sites fill in their words with JavaScript after the page arrives. We read each page as your server sends it, so words added that way are outside what the audit reads.

Fair questions, answered straight.

Does the free audit run everything?

Yes. It reads up to 500 pages and runs the full set of checks, including the ones that only show up across a whole site, like repeated text, dead links and pages nothing links to. Essentials and Pro run the same checks every month on up to 1,000 pages a site.

What do you keep private, and why?

We keep three things private: the full list of individual checks, because a competitor could copy it in an afternoon; the weight of each question, because it changes as search does; and which sites have been checked, because that would reveal yours.

What is an advisory item?

It’s something worth checking that we can’t see from your pages, like whether a local business has claimed its Google Business Profile. We explain why it matters and how to check it, and it never affects your score.

Run it on your own site.

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