How SiteScorecard scores your website
Your score is out of 100 points across seven areas. Here's what each area measures, how much it's worth, and what the grades mean.
Updated by the SiteScorecard team
The seven areas and their weights
- Conversion & trust20 pts
- Local presence20 pts
- Answer engines (AEO)15 pts
- Generative AI engines (GEO)15 pts
- Technical SEO10 pts
- Performance & mobile10 pts
- Accessibility10 pts
How is my SiteScorecard score worked out?
Your site is scored out of 100 points across 7 areas: Conversion & trust (20), Local presence (20), Answer engines (AEO) (15), Generative AI engines (GEO) (15), Technical SEO (10), Performance & mobile (10), Accessibility (10). Inside each area, every check is worth a set number of points: a pass earns them all, a warning earns half, and a fail earns none. An area's score is the share of its points you earned, times its weight, and the seven add up to your total.
What is "Conversion & trust" (20 points)?
It asks whether a visitor can tell what you do and who it's for, find an obvious next step, and trust you enough to call. For local trades we also check for a tap-to-call button on the first screen of a phone, a clear emergency or 24/7 message (plumbing, HVAC and electrical), a short quote form or online booking, a page for each main service and each town you serve, licenses and badges, real photos of your own work, reviews that link to Google, and financing for big jobs.
What is "Local presence" (20 points)?
It's how your Google Business Profile looks, and whether it agrees with your website. We check that the profile is complete and open, that its main category fits your trade, that you have at least 20 reviews averaging 4.3 stars or better and a recent one, that your hours and website link are listed, that your name, address and phone match everywhere, and that your site names the town you work in. Most local calls start on the Google map, which is why this is worth as much as your website itself.
What are AEO and GEO (15 and 15 points)?
AEO (answer engine optimization) is about being the answer when someone asks a question: in Google's answer boxes and on voice assistants. We look for question headings, an FAQ, short direct answers at the top of pages, and markup that spells out your business details. GEO (generative engine optimization) is about being the business an AI assistant like ChatGPT names. We check that AI crawlers are allowed in, that your pages say who you are, where you work and what you do, that they hold quotable facts, show real people and expertise, and show recent dates. We also ask an AI assistant who it recommends for your trade in your town.
What is "Google search" or SEO (10 points)?
The basics that let Google find and show your pages: a clear title and description on each page, sensible headings, an address Google can index, a sitemap, a secure (https) connection, no broken links, and pages that link to each other.
What is "Performance & mobile" (10 points)?
How fast your site feels on a phone, using Google's own measurements (how quickly the main content appears, how quickly the page responds to a tap, and whether things jump around), plus whether the page fits a phone screen, whether buttons are big enough to tap, and how heavy the page is.
What is "Accessibility" (10 points)?
Whether people with disabilities can use your site. We run an automated check against WCAG 2.2 AA, looking at text contrast, image descriptions (alt text), form labels, link and button names, the page language, heading order and keyboard focus. It's a baseline: an automated check can't replace testing with real assistive technology.
What do the grades mean?
A is 90 to 100, B is 80–89, C is 70–79, D is 60–69, F is 0–59. A is excellent, B is good with a few fixes to make, C means you're leaving customers on the table, D means important gaps are costing you business, and F means your site is likely turning customers away.
What happens if a check can't run?
It's left out instead of counted against you, and the points of the other checks in that area are scaled up to fill it. If less than 50% of an area's points could be checked, we show "not enough data" for that area and leave it out of your total, because a score from a few checks wouldn't be fair.
Why does SiteScorecard look at my Google profile?
Because customers see it before your website. A complete, well-reviewed profile that matches your site shows up in the map results where most local calls start. We read your profile from Google when you open your report. We keep only its ID, not Google's content.
Does SiteScorecard change anything on my website?
No. We only visit your public pages, the way a customer would. Nothing is installed and nothing on your site is changed.
How accurate is the score?
It's an automated read, so treat it as a guide, not a verdict. We name the evidence behind every finding so you or your web person can check it, and we tell you when something couldn't be checked. AI answers and Google data change from day to day, so the same site can score a little differently from one scan to the next.
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