The short answer
The free 100-point audit reads the website you submit and scores the signals that search engines and AI systems can see there, across five surfaces that add up to 100 points. It does not query Google rankings or AI assistants during the scan, so a strategist checks your Business Profile, reviews, and map position by hand afterward. This page explains both halves.
The five surfaces and their points
The score is split into a fixed budget for each surface.
| Surface | Points |
|---|---|
| Google and Map Pack | 20 |
| AI Overviews | 20 |
| AI Assistants | 15 |
| Voice and Near-Me | 15 |
| Website and Trust | 30 |
Each surface earns a share of its budget based on the findings that belong to it. A surface the scan cannot reach scores zero rather than being dropped from the total, so the headline number is never flattered.
What the live scan reads
The live audit scan reads the submitted website, along with files such as robots.txt and the sitemap, and checks things a machine can verify directly:
- Business and trade markup, and how complete it is
- Name, address, phone number, hours, and a map or directions link
- City and service-area language on the page
- Links from your site to review profiles
- Whether your content is in the HTML your server sends, or only appears after scripts run
- Question-style headings, FAQ markup, and how much substantive content the page has
- Snippet permissions and any noindex instruction
- Your robots.txt rules for AI crawlers, your sitemap, and whether an llms.txt file exists
- A tap-to-call phone link and any stated emergency or same-day availability
- HTTPS, security headers, and how quickly your server responds
These are inputs, not outcomes. Google says there are "no additional requirements to appear in AI Overviews or AI Mode" beyond being indexed and eligible for a snippet, so the AI surfaces in the audit check that your pages can be crawled, read, and quoted. No scanner can promise that an AI system will name you.
What a strategist adds by hand
After the scan, a strategist reviews the Business Profile, review position against local rivals, and map rank by hand, because a scanner cannot see those from your website. That review is part of the free audit.
How we measure an engagement
Once work starts, measurement follows the same principle of reporting what can be checked. Map visibility starts from a geo-grid baseline and monthly rank tracking, because map results change from one part of a service area to another. With call tracking installed at launch, a report can connect visibility to calls and booked jobs. AI mention and citation-rate tracking is one of the generative engine optimization deliverables, and because those answers vary from one run to the next, we report them as trends rather than fixed positions.
How we source the claims on our guides and service pages is covered in our editorial policy. To see your own score, run the free audit.