When most SEO tools run a "free audit," they check three things: page speed, meta tags, and maybe backlinks.
Ours checks five. And the last one is the one most agencies don't even know to look for.
Here's what runs when you submit at /start.
Module 1: Google Business Profile Analysis
We pull your GBP listing via the Google Places API and compare it directly to your top local competitor.
Not a generic competitor. The business that ranks above you in your city for your primary service keyword.
Side by side: hours, photos, review count, review recency, business categories, attributes. Most business owners who run this audit think their GBP is solid until they see the comparison. The competitor has 47 photos. You have 6. They have 200+ reviews. You have 23.
That gap is why you're not in the map pack.
Module 2: Site Health
We run PageSpeed Insights against your URL and pull scores for performance, accessibility, best practices, and SEO.
This is the module most audits stop at. Core Web Vitals, mobile score, a list of things slowing your page down.
It matters — a site that loads in 5 seconds on mobile is losing visitors before they read a word — but it's the floor, not the ceiling.
Get your free site health score →
Module 3: Keyword Gap Analysis
This is where Claude comes in.
We give the AI your business name, services, and location, then ask it to identify 8–12 high-value keywords you're likely missing based on how people in your industry and city actually search.
Not broad keywords — specific ones. "Emergency roof repair Columbus Ohio," not "roofing." "HVAC tune-up coupon Cleveland," not "HVAC service."
The gap between what you rank for and what you could rank for is usually the difference between 3 leads a month and 15.
Module 4: Missing Pages
We map the pages your site should have but doesn't.
This is one of the most consistent findings across every audit we run: local service businesses have a homepage, a generic "services" page, and maybe a contact page. That's it.
What they need: a dedicated page for each service (roof repair, gutter installation, storm damage). A page for each city they serve. FAQ pages that answer the questions customers actually ask.
Every missing page is a missed ranking opportunity. A roofing company that serves 6 cities but only has one generic services page is leaving 5 pages of ranking potential on the table.
See what pages your site is missing →
Module 5: AI Visibility
This is the one nobody else checks.
Your customers aren't just searching Google anymore. They're asking ChatGPT. They're querying Perplexity. They're looking at the AI overview before they even see the organic results.
Here's what we check:
llms.txt — The emerging standard for telling AI crawlers what your business does. Most sites don't have one. Without it, AI systems have no structured entry point to understand your business.
robots.txt AI crawlers — Are you blocking GPTBot, ClaudeBot, PerplexityBot? Some businesses block all bots by accident (usually a leftover Cloudflare setting). Others block them on purpose and wonder why AI search can't find them.
FAQ schema — AI training data is rich in Q&A structure. A site with FAQPage schema sends clearer signals about what questions it answers. Without it, you're invisible to a major content format AI systems prefer.
Voice search readiness — The same signals that make you findable via voice (direct answers, conversational phrasing, structured data) make you findable by AI. They're the same optimization.
LLM knowledge check — We ask Claude directly: "Tell me about [business name] in [city]." If the model draws a blank or describes a competitor, you have an AI visibility problem. If it knows what you do, where you serve, and what makes you different — you're positioned for the answer layer.
Most businesses fail at least 3 of these 5 checks.
The fixes aren't complicated. But you have to know the problem exists before you can fix it.
The full report — all five modules — takes about 2 minutes to run and lands in your inbox with a link to the web report and a chatbot pre-loaded with your data.
No credit card. No sales call.
— Murph
