Overview
SEO Health Score: 76/100 (was 36)
Result: A 40-point improvement in a single session. The site now has full schema infrastructure, analytics, canonical tags, OG tags, a sitemap, robots.txt, llms.txt, security headers, WebP images and a consent-mode GA4 implementation — none of which existed at baseline. The content score is the only category held back by what cannot be fixed in one session: no case studies or named testimonials yet.
| Category | Weight | Before | After | Progress | Weighted | Change |
|---|---|---|---|---|---|---|
Technical SEO |
25% |
30 | 82/100 | 20.5 | +13.0 | |
Content Quality / E-E-A-T |
25% |
52 | 60/100 | 15.0 | +2.0 | |
Schema / Structured Data |
15% |
8 | 90/100 | 13.5 | +12.3 | |
On-Page SEO |
15% |
42 | 83/100 | 12.5 | +6.2 | |
GEO / AI Search Readiness |
10% |
10 | 65/100 | 6.5 | +5.5 | |
Performance |
10% |
65 | 80/100 | 8.0 | +1.5 | |
| Overall SEO Health Score | 76 / 100 | +40.5 | ||||
Section 1
What Was Fixed
Schema — Critical
LocalBusiness Fully Expanded
Added @id, @type array (HomeAndConstructionBusiness), url, PostalAddress, GeoCoordinates, openingHoursSpecification, ImageObject, sameAs (Checkatrade), priceRange, aggregateRating (9.91/10, 60 reviews). areaServed expanded to 8 specific towns.
Schema — Critical
Schema on All 4 Pages
WebPage + BreadcrumbList added to all pages. Person schema for Nick Clements on about.html. 6× Service schemas on services.html. ContactPage on contact.html. FAQPage (5 questions) + Speakable on homepage.
Technical — Critical
Canonical Tags — All Pages
Canonical added to all 4 pages. Verified live on homepage, services, about and contact. Consistent URL format without trailing slash throughout.
Technical — Critical
Analytics Live
GA4 (G-5ZDGQJ7BVB) installed with full consent mode. Analytics defaults denied until user accepts. Consent stored in localStorage. Banner matches site aesthetic. Verified firing post-accept.
Technical — Critical
sitemap.xml + robots.txt
Both return 200 on live server. sitemap.xml includes all 5 pages with lastmod and priority values. robots.txt explicitly permits Googlebot, GPTBot, ClaudeBot, PerplexityBot and anthropic-ai with sitemap reference.
On-Page — Critical
OG + Twitter Cards
og:title, og:description, og:url, og:type, og:image, twitter:card, twitter:title, twitter:description, twitter:image added to all 4 pages. Site now previews correctly when shared on WhatsApp, LinkedIn, Facebook.
GEO — High
llms.txt Live
llms.txt created and confirmed 200 on server. Covers business description, all 6 services, 8 coverage areas, contact details, opening hours, trust signals and explicit AI bot permissions.
GEO — High
FAQ Section + FAQPage Schema
5 trade-specific FAQs added to homepage covering coverage area, pricing, Checkatrade verification, years trading and HMO/landlord work. Marked up with FAQPage schema. Interactive accordion UI.
On-Page — Medium
Services H1 Fixed
H1 changed from "Reliable, Honest, Punctual & Clean" (no keyword signal) to "Joinery & Property Maintenance Services, Greater Manchester". Brand values moved to body paragraph beneath.
Technical — Medium
Security Headers Live
X-Frame-Options: SAMEORIGIN, X-Content-Type-Options: nosniff, Referrer-Policy: strict-origin-when-cross-origin all confirmed live via response headers. mod_headers active on Fasthosts.
Performance — Medium
WebP Images + Lazy Loading
158 images converted to WebP (5.4MB saved overall, up to 93% reduction on PNGs). All img tags wrapped in <picture> elements with WebP source and JPEG fallback. loading="lazy" added to all below-fold images.
Performance — Medium
gstatic Preconnect
Added <link rel="preconnect" href="https://fonts.gstatic.com" crossorigin> to all 4 pages, eliminating the extra DNS lookup for Google Font files on mobile connections.
Section 2
Per-Page Technical Snapshot — After
| Page | Canonical | OG Tags | Schema | Analytics | WebP |
|---|---|---|---|---|---|
| / | ✓ Present | ✓ Full set | ✓ LocalBusiness + WebPage + FAQPage | ✓ GA4 + consent | ✓ 8 images |
| /services.html | ✓ Present | ✓ Full set | ✓ WebPage + 6× Service | ✓ GA4 + consent | ✓ 8 images |
| /about.html | ✓ Present | ✓ Full set | ✓ WebPage + Person | ✓ GA4 + consent | ✓ 1 image |
| /contact.html | ✓ Present | ✓ Full set | ✓ ContactPage | ✓ GA4 + consent | ▲ No img tags |
Section 3
Remaining Opportunities
These are the items that cannot be resolved in a single technical session — they require real content, real client data, or ongoing time. Addressing just one or two of these could push the score past 85.
Content — High Impact
Case Studies & Named Testimonials
The biggest remaining lever. One detailed project write-up (before/during/after with outcome) adds E-E-A-T signals no schema fix can replicate. Nick has 380+ jobs to draw from. Start with one HMO turnaround.
Content — High Impact
Real Checkatrade Review Quotes
The homepage shows review placeholders. Pulling 3-4 verbatim Checkatrade quotes (with reviewer location and date) adds real E-E-A-T content and gives AI citation systems something concrete to pull from.
Content — Medium Impact
One Blog Post or Service Guide
A 500-word guide ("What landlords need to know about HMO fire door compliance in Greater Manchester") creates a new indexable page, internal link opportunity, and HowTo schema candidate.
Technical — Low Impact
og:image — Branded 1200×630
Currently using nick_photo.jpg as the OG image. A purpose-made 1200×630 image with the NC Joinery logo would give much cleaner social previews. A 20-minute Canva job.
Technical — Low Impact
Content-Security-Policy Header
X-Frame-Options, X-Content-Type-Options and Referrer-Policy are all live. CSP is the one remaining security header. Requires careful configuration to avoid breaking Google Fonts and GA4 — worth adding but not urgent.
GEO — Medium Impact
AI Citation Monitoring
The structured data and llms.txt are in place. It takes 4-8 weeks for AI systems to crawl and index changes. Set up a monthly check: ask ChatGPT, Perplexity and Google AI Overviews "joinery Manchester" and note when NC Joinery starts appearing.
Section 4
Schema Verified Live
Schema verified by crawling ncjoinery.co.uk via the AI Visible render engine on 14 April 2026. All blocks confirmed present and valid JSON-LD.
@type
["LocalBusiness", "HomeAndConstructionBusiness"]
@id
https://ncjoinery.co.uk/#business
address
PostalAddress — Manchester, Greater Manchester, GB
geo
GeoCoordinates — 53.4808, -2.2426
openingHoursSpecification
Mon–Fri 09:00–17:00, Sat by appointment
sameAs
https://www.checkatrade.com/trades/ncjoineryandpropertymaintenance
aggregateRating
9.91 / 10 — 60 reviews
areaServed
Manchester, Salford, Stockport, Altrincham, Sale, Trafford, Bury, Bolton
FAQPage
5 questions — coverage, pricing, Checkatrade, years trading, HMO work
Person (Nick Clements)
about.html — name, jobTitle, worksFor, sameAs (Checkatrade)
Service entities
6 services on services.html — all with provider and areaServed
WebPage + BreadcrumbList
All 4 pages
Speakable
Homepage — .hero-headline, .hero-sub