How hurly Scores Your Website
We're transparent about what we measure and why. Your score is based on four pillars that together tell you everything you need to know about how visible and conversion-ready your website is.
Last updated 12 April 2026
The 4-pillar methodology
Can people find you?
Traditional SEO readiness
This pillar measures how well your site is optimised for Google and traditional search engines. We analyse 20 factors across three categories.
What does AI say?
Generative Engine Optimisation (GEO)
This pillar measures whether AI engines like ChatGPT, Perplexity, and Claude can find and cite your business. We check 5 core signals.
Are visitors converting?
Conversion readiness (CRO)
Traffic is worthless if visitors don't convert. We analyse 6 conversion signals to see how likely a visitor is to take action.
What makes you different?
Content uniqueness (UCP)
Generic content gets you lost in the crowd. This pillar measures what makes you stand out from competitors.
How we calculate your overall score
Your overall score is a weighted average of the four pillars. Each pillar is scored as a percentage. We weight them equally because all four matter.
If you score 70 on each pillar, your overall score is 70. If you score 90 on one pillar and 50 on another, your overall is 70. Every pillar matters equally.
What your score means
✓70+ (Good)
Your site is performing well. You're visible to search engines and AI, your conversion setup is solid, and you have some differentiation. Focus on optimisation at the edges.
- • You're being found regularly
- • Visitors have a clear reason to buy
- • You're not losing to obvious oversights
!40-69 (Needs Work)
You're losing traffic and conversions to competitors. Some fundamentals are missing. Start with the highest-impact fixes in your report.
- • Fix critical technical issues first
- • Add missing schema and content structure
- • Clarify your value proposition
✕Below 40 (Critical)
Your site has serious problems that are preventing visibility and conversions. You're probably not being found at all by AI. This is fixable but needs urgent attention.
- • Check if AI engines are blocked in robots.txt
- • Audit your mobile experience
- • Add basic schema markup
Frequently asked questions
What's a good score for a small business?
70+ is solid. Anything below 40 means you're losing customers you should be getting. The average small business we audit scores around 45, so there's a lot of low-hanging fruit out there. Even getting to 60 puts you ahead of most competitors.
How often should I audit my website?
At minimum, once a year. But if you're actively optimising based on a hurly report, you should re-audit every 3 months to track improvement. AI crawler behaviour changes frequently, so quarterly checks catch those updates early.
Is the free report actually useful?
Yes. You get your overall score, the four pillar scores, and all the individual findings. You'll see exactly what's broken and why. The paid report adds step-by-step fix guides, time estimates, and tool recommendations, but the free report tells you everything that's wrong.
Why does the AI pillar matter if I'm already ranking in Google?
Because AI search is growing 600% year-on-year and pulling traffic that used to go to Google. Being in Google's top 10 is less valuable than being mentioned in ChatGPT or Perplexity, where there's way less competition. You need both.
What if one pillar is much lower than the others?
Fix it. A weak conversion rate will tank your business even if you're getting tons of traffic. A poor AI visibility score means you're invisible to a growing share of your audience. Every pillar is a bottleneck. Your overall success is determined by your weakest pillar.
See your score in action
Run a free audit and we'll show you exactly where you stand across all four pillars.
Run a free audit →