SEO / AEO / Local SEO summary
Search readiness at a glance
A plain-language summary of where the website stands for search engines, AI assistants, and local search, and what to do next.
Overall readiness
On our checklist, the live site scores 60/100 (fair) and the redesign prototype scores 75/100 (strong). The redesign already fixes most on-page basics. The biggest remaining work is technical plumbing at launch (sitemap, robots.txt, structured data) and local listings, which need access to North Central Utility's Google Business Profiles.
5 of 29 live checks could not be verified from public sources (mainly Google Business Profile, reviews, and directory listings). They are left out of the score, not counted as passes.
| Area | Live site | Prototype |
|---|---|---|
| SEO | 58/100 | 79/100 |
| AEO | 60/100 | 60/100 |
| Local SEO | 67/100 | 79/100 |
Top 5 findings
- The live sitemap is broken.The XML sitemap returns a server error, so search engines have to find pages by following links alone.
- Location addresses don't match in the live code.The structured data behind the homepage lists Madison and Waukesha with the wrong city and ZIP combinations, which works against local search matching.
- Location data sits on the homepage, not the location pages.All 10 shops' structured data lives on the homepage, and none of it includes map coordinates, links, or profiles.
- There's no FAQ for buyers.Nothing answers common buyer questions in Q&A form, and the one live FAQ has a placeholder answer. That's the format AI assistants quote most.
- The redesign fixes the on-page basics.The prototype gives every page a unique title, a single clear H1, and alt text on its images. The 10 location pages list the correct physical and mailing addresses, hours, and one phone number.
Top 5 next moves
- Fix the live sitemap now, and ship a clean robots.txt and sitemap at launch.Owner: dev
- Correct the Madison and Waukesha structured-data addresses on the live site now. At launch, move location data to each location page.Owner: dev
- Grant access to the 10 Google Business Profiles so we can audit ownership, categories, hours, and landing pages.Owner: client / GBP
- Write a real buyer FAQ and replace the Youth Apprentice placeholder answer.Owner: content
- Confirm or replace the $5M, 'largest', and 'leader' claims with facts we can prove.Owner: client
Want the detail?
The in-depth report lists every check with its source. The gap report is the prioritized fix list with owners. The live vs prototype compare lets you filter and search every check.
How to read this. Scores are checklist readiness only (Pass = 2, Needs work or Opportunity = 1, Gap = 0; Not verified is excluded). They are not rankings, traffic, or search-volume estimates, and none are claimed here.
Live findings come from the sources named on each check. Anything we could not check directly is marked Not verified. Prototype items marked "Designed for go-live, add at launch" are technical plumbing (robots.txt, sitemap, schema, canonicals) that belongs on the production domain, not the review copy.