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How strong is your website? Check it alone, or next to your rivals.
One score out of 100 from 12 checks plus your link strength, what's missing, and your first 3 fixes. Add up to 3 rivals to see who leads.
- 19things checked: 12 scored checks, link strength and 6 notes
- 14pages read per site, at most
- 4outside data sources (Ahrefs, Open PageRank, RDAP, Wikidata)
One score out of 100
- ExperienceReal work shown, years in business, client counts20
- ExpertiseThe people behind it, credentials, a page per offer20
- AuthorityLink strength, review sites, where you’re featured20
- TrustReviews on your site, how to reach you, About page, recent updates40
Total100
Two ways to check
Example sites, made-up numbers.
How to grow each score
Experience 20
Show real jobs on a projects page, and say how long you have done this work.
Expertise 20
Name the people behind the business, list licenses and awards, and give each offer its own page.
Authority 20
Get named and linked by local news, partners, associations and lists, and link your review profiles.
Trust 40
Show real reviews, a phone or street address and an About page. Most take an afternoon; earning reviews takes longer.
How we score
Every check has a reason you can read for yourself. Most come from the guidelines Google gives the people who rate its search results. Open a part to see each check, its points and its source.
Experience 20 points+
- Your work shown10 pts
Google’s raters rate original photos made by the site itself as high originality. Google Search Quality Rater Guidelines, 2025
- Track recordup to 10 pts
Google’s raters count years of hands-on experience as a sign of expertise. Google Search Quality Rater Guidelines, 2025
Expertise 20 points+
- Real people8 pts
Google’s raters are told every website should make clear who is responsible for it. Google Search Quality Rater Guidelines, 2025
- Credentials6 pts
Google’s raters look for “verifiable credentials”, not just claims of “I’m an expert!” Google Search Quality Rater Guidelines, 2025
- Focus: offer pages6 pts
Google says a logical site structure helps people and search engines understand how your pages relate. Google SEO Starter Guide, 2025
Authority 20 points+
- Link strengthup to 11 pts
Google says one sign of quality is whether other well-known websites link to or mention the content. Google, How Search Works
- Review spreadup to 5 pts
The average consumer uses six review sites when choosing a business. BrightLocal Local Consumer Review Survey, 2026
- Seen elsewhereup to 4 pts
Google’s raters look for news articles, expert recommendations and independent ratings about a business. Google Search Quality Rater Guidelines, 2025
Trust 40 points+
Trust gets 40 of the 100 points. “Trust is the most important member of the E-E-A-T family.” Google Search Quality Rater Guidelines, 2025, p.27
- Reviews on your site15 pts
Reviews from trusted peers are one of the most important things people use to judge a company. Nielsen Norman Group, 2019
- How to reach you11 pts
Google’s raters call contact information “extremely important” for sites that handle money. Google Search Quality Rater Guidelines, 2025
- About page8 pts
Google tells its raters to start at the “About us” page when judging a site. Google Search Quality Rater Guidelines, 2025
- Secure site2 pts
Google asks every site to use HTTPS “to keep everyone safe on the web.” Google Search Central blog, 2014
- Recently updatedup to 4 pts
Google’s raters are told an abandoned website that nobody maintains is a reason for a low quality rating. Google Search Quality Rater Guidelines, 2025
What is our own choice+
- The points for each check are our own weighting. Trust gets the most, because Google calls it the most important part.
- The 2-month and 6-month windows for “Recently updated” are our own. No study sets them, and Google’s raters are told freshness is “generally less of a concern” when they rate page quality.
- Review spread and Seen elsewhere check the links on your site. Google’s raters look at the review profiles and the coverage themselves, so these two checks stand in for that.
- Domain Rating is Ahrefs’ estimate of your links, and Open PageRank is built from public crawl data. Neither is a Google score.
- Google’s raters are told many small local businesses have little press or reputation online, and that this is not a sign of low quality.
- Known entity (Wikidata) is shown but not scored. Anyone can add a Wikidata entry, including the owner, so having one proves little, and most small businesses don’t have one.
Questions
This is our score, not Google’s, and it doesn’t predict rankings.
What is this score based on?+
Google calls it E-E-A-T: “experience, expertise, authoritativeness, and trustworthiness.” Google also says “E-E-A-T itself isn’t a specific ranking factor.” So this is our own score, built from the parts a website can show.
Trust counts double, because Google says: “Of these aspects, trust is most important. The others contribute to trust.”
Not made, checked or endorsed by Google. Google does not give sites an E-E-A-T score.
Quotes: Google Search Central, “Creating helpful, reliable, people-first content”
What can’t this check see?+
It checks what your website shows. It can’t see your Google Business Profile, how close you are to the person searching, your Google rating, how many reviews you have and how recent they are, or whether visitors stay on your site.
Those drive Google Maps more than anything here, so a rival can beat you in Maps with a weaker website.
Will it tell me if ChatGPT or Google’s AI answers mention me?+
No. No AI tool publishes how it picks the businesses it mentions, and its answers change from one ask to the next. So no score, ours included, can tell you whether ChatGPT, Gemini or Google’s AI answers will name you.
How are the points worked out?+
Experience 20, Expertise 20, Authority 20, Trust 40, from 12 checks on your site plus your link strength.
Experience: your work shown 10, a track record 6, or 10 when it is strong (20+ years, or years plus a client count). A track record means 5 or more years in practice, or a count of 20 or more clients or jobs.
Expertise: real people 8, credentials 6, a page for each offer 6.
Authority: link strength up to 11 (Domain Rating 5 gets 4, Domain Rating 15 gets 7, Domain Rating 30 gets 9, Domain Rating 50 gets 11), links to your review profiles up to 5 (1 review site 2, 2 sites 4, 3 or more 5), and places that feature you up to 4.
Trust: reviews on your site 15, how to reach you 11, About page 8, secure site 2, and recently updated up to 4 (a dated post or page from the last 2 months 4, from the last 6 months 2). Testimonials and review counts count once, under Reviews on your site.
70 and up overall is strong, 40 to 69 is fair, under 40 needs work. Totals less than 5 points apart read as about the same, and Domain Ratings less than 5 apart count as a tie. A site checked alone gets each part coloured as a share of that part’s points. “Good to know” rows are shown, never scored.
Where does the data come from?+
We read each homepage once. When the homepage doesn’t show enough, we also read its About page, reviews page and contact page, and look in its sitemap for one team page. For “Recently updated” we read the blog feed and the sitemap named in robots.txt. A blog post’s date counts as it is; a sitemap date counts only when the page itself shows the same date, because many sites’ software stamps every page with today’s date. Expertise and most Trust checks use the same rules as the Findability Check.
Link strength is the Domain Rating by Ahrefs. When Ahrefs is busy, we use Open PageRank instead, built from Common Crawl’s map of the web.