Sample report
This is what you get. A real audit, name removed.
This is a de-identified copy of an actual Standard Audit of an online retailer: six physical stores plus a Shopify storefront with same-day local delivery. Every finding, number and priority is real and none has been softened. The business name, its brands, its domain, its city, the competitors and the directories it was measured against have all been replaced with placeholders.
issues found across 53 checks. 22 of the checks passed.
The report leads with the count of what is wrong, not with a score of our own. The four figures below are its summary, verbatim.
"The structured data is written on every page and thrown away on every page: it does not parse, so a machine discards the block whole."
The top three findings, of 31
Your structured data is thrown away before it is read
Fix first- What's wrong
- All 40 pages carry a block of business data that does not parse. The reader stops at a syntax error partway through.
- Why it matters
- Structured data is what lets a machine state your name, address and hours without guessing. A broken block is not read partially, it is discarded whole, so the work of writing it counts for nothing.
- Recommended fix
- One fix in the template that writes it. Usually two objects share one script tag without being wrapped in an array.
Not one passage on the site is ready to be quoted
Fix first- What's wrong
- 78 passages were scored across 40 pages and none reached the bar. 47 are close, 31 are not.
- Why it matters
- An assistant answering a customer lifts one passage and quotes it. A passage qualifies when it answers a question directly, stands on its own, and carries a fact worth repeating.
- Recommended fix
- Take the questions in the report's What people actually ask section and answer each in a section of its own: the question as the heading, then a hundred words that stand alone.
18% of your words only exist after scripts run
High- What's wrong
- 4,023 of 22,879 words are missing from what the server sends. They appear only once code runs in a browser.
- Why it matters
- No page is empty, so this is not the whole story, but that share is invisible to any reader that does not run scripts. Which parts matter depends on what is in them.
- Recommended fix
- Ask whoever built the site which sections are filled in by script, and move the ones carrying your actual sales copy into the server response.
The AI answer behind those numbers
Real ChatGPT answer from our recent report
"pet food delivery near me"
"[Competitor]: best bet for speed. Same-day delivery across the city, generally free over A$39, with a 2pm cutoff. [The business]: same-day delivery, free over A$69.99, order before 12pm."
ChatGPT names a competitor first and gives it the detail. In the report above, run later, the business is named in two answers out of fifteen.
What the full report covers
17 sections, exactly as the client received them. Read the complete report if you want every finding in full.
- What the machines get, and what they do with it
- Ranked by likely impact, not by how hard it is to fix
- What you told us, in your words
- What a machine actually receives
- Website health
- What the sitemap leaves out
- What the pages say, block by block
- Passive observations on public response headers
- What ChatGPT answers when a customer asks
- What people actually ask
- Where you appear in search
- The businesses in your place
- What this audit did not answer
- What to do, in this order
- For your developer
- Every check in this audit
- About this report
Other audits, other situations
The report above is an online store. These two are real audits of Australian businesses in very different positions, de-identified the same way.
Solar installer · publishing weekly, invisible anyway
“Two things are missing, and between them they explain the rest”
23,828 words on the site and not one of them reaches a reader that does not run JavaScript. No Google Business Profile, so Google answers with an address from a comparison site instead. Across fifteen ChatGPT questions the business is named in none. 28 issues, and the first two explain most of the others.
Open this report →Kids sports club · already winning
“You are already winning. This report is about not giving it back.”
The most-cited site in Google's AI Overview index for its sport nationally, ahead of the sport's own governing body. ChatGPT named it in all five questions we asked. Not every audit opens with a crisis, and this one shows what protecting a lead looks like.
Open this report →You've seen 3 of the 31 findings in this audit. The full report shows what to fix first, what can wait, and gives clear instructions for you or your web developer.
These issues aren't always obvious when you browse your own website.
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