HOW-TO · 9 STEPS

How to Audit Your Website for SEO and AEO (Using Odin)

Run your URL through Odin for a free 100-point scorecard split between search readiness and AI visibility, then fix the findings in severity order.

1.Run your homepage URL through Odin
Go to unconventionalgroup.ca/odin, enter your site's address, and wait about thirty seconds. Every point on the scorecard is computed from what Odin observes, never generated, so the same URL scores the same twice.
2.Read the two halves separately
Odin gives 50 points for search readiness and 50 for AI visibility, across ten categories. The half that is lower is your constraint, and it decides whether an SEO pass or an AEO pass comes first.
3.Check crawlability first
Confirm robots.txt exists and parses, there is no accidental site-wide block, the sitemap is present and declared, the homepage is indexable and carries a self-referencing canonical. A failure here makes every other category moot.
4.Review mobile and speed, and accept 'not measured' where it appears
Odin reports real-world LCP, CLS and INP where Google publishes field data and says 'not measured' where it does not, removing those points from the denominator rather than scoring them zero. Do not chase a lab score.
5.Work through on-page structure and local signals
Check the page title, meta description, single H1, heading order, unique titles across pages, descriptive internal links, image alt text, and name-address-phone in both the page and LocalBusiness markup. These are the cheapest fixes on the list.
6.Validate the structured data, not just its presence
Odin checks that markup is valid, that there is one canonical entity node with required properties, that what you sell is marked up, and that FAQ markup matches a visible FAQ. Two organization nodes or a price that differs from the page are worse than no markup.
7.Confirm AI crawler access and llms.txt
Check no blanket block at robots or the edge stops GPTBot, ClaudeBot, PerplexityBot and the rest, and that llms.txt exists, is structurally valid, has resolving links and agrees with the live site. A wrong llms.txt actively hurts.
8.Look for a paragraph a model could quote
Odin checks for question-shaped headings, direct answers rather than hedges, concrete extractable facts, and content present in the served HTML rather than injected by script. If none exists, that is a writing job, not a markup job.
9.Fix in severity order and re-run
Work the critical findings first, then high, then medium, and re-run Odin after each batch. A deduction you cannot verify is one you are right to ignore; every Odin finding carries the evidence that produced it.

To audit a website for both search and AI visibility, run its URL through Odin at unconventionalgroup.ca/odin, read the two 50-point halves separately, and fix the findings in severity order. Odin is a free auditor that scores a site out of 100 across ten categories, four for search readiness and six for AI visibility, with every point computed from what it observes rather than generated by a model. The same URL scores the same twice, and every deduction carries the evidence that produced it.

The audit itself takes about thirty seconds. Reading it properly and deciding what to do takes about thirty minutes.

What the audit cannot tell you

Odin reads what it can from outside; it cannot see authority, competition, rankings, or whether assistants currently name you. And a clean scorecard is a precondition for results, not a promise of them: clients typically see movement in 14 to 90 days, measured against a baseline captured before the work starts. That is a typical-results claim, not a guarantee.

FAQ

QUESTIONS THIS GUIDE ANSWERS.

Is Odin really free?

Yes. Enter a URL at unconventionalgroup.ca/odin and the scorecard comes back in about thirty seconds with no obligation. It is a lead magnet for Unconventional Group's $1,500–$2,000 SEO and AEO passes, and it is built so that a site that does not need either will score accordingly.

Why does Odin say 'not measured' instead of giving me a speed score?

Because Google only publishes real-world Core Web Vitals field data for sites with enough traffic, and most small business sites have none. Scoring those sites zero would measure the wrong thing and produce the 'everybody scores 40' pattern that makes free audit tools worthless, so Odin removes unmeasured checks from the denominator.

What is a good Odin score?

There is no pass mark, and the two halves matter more than the total. A site can score well on search readiness and poorly on AI visibility, or the reverse, and the lower half is the one to work on. The findings, each with its evidence, are more useful than the number.

What if I fix everything and still do not rank or get cited?

Odin reads what it can from outside: structure, markup, access, content shape. It cannot see authority, competition or third-party citations, and it does not promise an outcome. Clients typically see movement in 14 to 90 days, measured against a baseline; that is a typical-results claim, not a guarantee.

STRAIGHT ANSWER

WHAT WE CLAIM, AND WHAT WE DO NOT.

Clients typically see movement in 14 to 90 days, measured against a baseline we capture before the work starts. This is a typical-results claim, not a guarantee.

We do not offer performance guarantees, we do not promise a specific ranking or a specific number of leads, and there is no “we keep going until it works” clause. What we do instead is measure: a baseline is captured before the work starts, and the same measurements are re-run afterwards, so the change is something you can check rather than something we assert.

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