This guide explains the checks; your report contains the findings. Checks use a sample and do not guarantee search rankings or AI recommendations.
Access and crawl controls
- 01
Page availability
Checks whether sampled pages open, so visitors and search tools can reach them.
- 02
Redirects
Checks whether moved pages lead visitors and search tools to the right destination.
- 03
Crawler permissions
Checks whether site rules allow search tools to access important pages.
- 04
Index directives
Checks for instructions that might keep important pages out of search results.
- 05
Snippet controls
Checks for settings that may limit the page text shown in search results.
- 06
Canonical URLs
Checks which address the site identifies as the preferred version of a page.
- 07
Sitemap
Checks the site's page list, which helps search engines discover important pages.
- 08
Content rendering
Checks whether key content appears in the initial page code, helping search tools find it.
Metadata and navigation
- 09
Page titles
Checks whether page titles describe their topics clearly in search results.
- 10
Meta descriptions
Checks page summaries for useful, accurate descriptions of their content.
- 11
Heading hierarchy
Checks whether headings make the page's main topic and sections easy to follow.
- 12
Social preview metadata
Checks the title, description and image a page offers for shared-link previews.
- 13
Internal links
Checks whether links connect useful service, location and enquiry pages.
- 14
Broken links
Checks selected links for destinations that do not open, interrupting a visitor's journey.
Buyer content
- 15
Main answer clarity
Checks whether visitors can quickly find the main answer a page promises.
- 16
Service scope clarity
Checks whether the site explains what the business provides and where details are unclear.
- 17
Suitability and limitations
Checks whether buyers can tell if a service fits their needs, including important limits.
- 18
Pricing or quotation process
Checks whether buyers can understand how to get a price and what may affect it.
- 19
Initial buyer question coverage
Checks whether the site answers sample questions we created about buying decisions.
- 20
Scannable supporting detail
Checks whether supporting information is organized so visitors can find useful details quickly.
- 21
Customer proof
Looks for relevant customer examples or testimonials that support the service claims.
- 22
Public signs of outdated content
Looks for expired offers or conflicting information that could mislead visitors.
Company and location clarity
- 23
Business identity
Checks whether visitors can identify the business and the name it trades under.
- 24
Contact details
Checks whether visitors can find clear, consistent ways to contact the business.
- 25
Facility addresses
Checks whether published facility addresses are clear and consistent across sampled pages.
- 26
Facility vs. service area
Checks that the site distinguishes physical locations from areas the business serves.
- 27
Services by location
Checks whether visitors can tell which services are offered at each location.
- 28
Owned-page consistency
Compares important details across the business's own pages to spot conflicting information.
Structured data
Structured data is code that describes information on a page. It is optional, and not every type applies to every page.
- 29
Organization markup
Checks for machine-readable code that identifies the business to search tools.
- 30
Local business markup
Checks for appropriate machine-readable details about a business location, when relevant.
- 31
Page-specific markup
Checks for useful machine-readable details suited to the content of each page.
- 32
Schema validity
Checks detected structured data for errors that could prevent search tools from understanding it.
- 33
Markup vs. visible facts
Compares structured data with the page's visible information to spot conflicting details.
- 34
Schema identity links
Checks whether links in structured data point to the correct business profiles.
Listings and outside presence
- 35
Google business profiles
Looks for relevant public Google business profiles that help people find the business.
- 36
Bing business profiles
Looks for relevant public Bing business profiles that help people find the business.
- 37
Public profile details
Compares visible hours, services and categories with the website to spot inconsistencies.
- 38
Cross-source contacts
Compares contact details across selected listings and the website to reduce confusion.
- 39
Directory website links
Checks whether selected directory links lead to the correct, working website.
- 40
Outside mentions
Looks for relevant mentions elsewhere and distinguishes independent sources from company-controlled ones.
Trust and supporting evidence
- 41
Company background
Checks whether the site's company or team information helps visitors understand who is responsible.
- 42
Credential evidence
Looks for a source, date or scope behind stated credentials so claims can be checked.
- 43
Public reviews
Reviews the availability and recency of public reviews on selected profiles.
- 44
Enquiry privacy disclosure
Looks for an accessible privacy notice where visitors share personal information.
- 45
Relevant commercial policies
Checks whether relevant service or sales terms are accessible when buyers need them.
Mobile experience and enquiry route
- 46
Lab performance
Measures page loading under defined test conditions to identify potential delays for visitors.
- 47
Mobile layout
Checks sampled pages on a phone-sized screen for clipped content or difficult controls.
- 48
Enquiry route
Follows the path from a service page to a working contact or quote page.
- 49
Form clarity
Checks field labels and required-field indicators so visitors know what information to provide.
- 50
Keyboard access
Checks whether visitors can reach and see enquiry controls using a keyboard.