Public Audit Report

www.zillow.com

https://www.zillow.com/
Scanned on May 2, 2026
55
Overall
D
69
SEO
66/96 passed
40
AEO
21/52 passed
40
GEO
23/58 passed
110
Passed
96
Failed
206
Total Checks
Poor
Rating

Quick Wins — Top 5 Issues to Fix

SEO — 69/100 (30 issues)

Failed Checks (30)

  • ✗No theme-color meta tag — improves mobile browser appearancemeta
  • ✗Title-H1 alignment: 0% word overlap — title and H1 should share key termscontent
  • ✗No H2 tags foundcontent
  • ✗Heading hierarchy has gaps (e.g. H1 to H3 without H2)content
  • ✗Readability: 0 (difficult — simplify language)content
  • ✗45% long sentences (>20 words) — break up for readabilitycontent
  • ✗2 images missing width/height — causes layout shift (CLS)content
  • ✗Missing og:image — social shares will lack visualssocial
  • ✗Missing og:type — defaults to "website"social
  • ✗Missing twitter:card meta tagsocial
  • ✗Missing twitter:titlesocial
  • ✗Missing twitter:descriptionsocial
  • ✗Missing twitter:imagesocial
  • ✗No hreflang tags — add if targeting multiple languagestechnical
  • ✗Text-to-HTML ratio: 1.8% — too code-heavy, add more contenttechnical
  • ✗Inline CSS: 83.4 KB — too much, move to external stylesheetperformance
  • ✗Inline JS: 259.3 KB — too much, use external scriptsperformance
  • ✗No JSON-LD structured data foundschema
  • ✗No /sitemap.xml found — create one for better crawlingtechnical
  • ✗5 of 5 internal links are brokencontent
  • ✗0% sentences use transition words — aim for 20%+content
  • ✗Only 14% responsive images — add srcset for mobilecontent
  • ✗No max-image-preview:large — add to robots meta for Google Discovermeta
  • ✗Missing X-Frame-Options — clickjacking risksecurity
  • ✗No Permissions-Policy — restrict camera/mic/geo accesssecurity
  • ✗1 paragraph(s) exceed 150 words — break up for readabilitycontent
  • ✗330 links on page — exceeds 100 limit, may dilute link equitycontent
  • ✗12 duplicate ID(s) found: "Icon-c11n-8-112-0__sc-13llmml-0" (4x), "VisuallyHidden-c11n-8-112-0__sc-t8tewe-0" (3x), "pfs-upsell" (2x) — must be unique per HTML specaccessibility
  • ✗No RSS/Atom feed in <head> — add for content discovery by aggregators and AItechnical
  • ✗No IndexNow integration — add for instant Bing/Yandex indexing on content changestechnical

Passed Checks (66)

  • ✓Title tag found: "Zillow: Real Estate, Apartments, Mortgages &amp; Home Values"meta
  • ✓Title length: 60 characters (optimal)meta
  • ✓Meta description found (154 chars)meta
  • ✓Description length: 154 chars (optimal)meta
  • ✓Viewport meta tag found (mobile-friendly)meta
  • ✓UTF-8 charset declaredmeta
  • ✓Language attribute set on HTML tagmeta
  • ✓No meta refresh redirect (good)meta
  • ✓Robots: "ALL"meta
  • ✓Single H1 tag foundcontent
  • ✓1278 words on page (good content depth)content
  • ✓All 7 images have ALT textcontent
  • ✓JS-based lazy loading detectedcontent
  • ✓1 of 7 images use legacy formats (JPG/PNG/GIF) — convert to WebP/AVIF for 25-50% smaller filescontent
  • ✓308 internal links foundcontent
  • ✓19 external links foundcontent
  • ✓No empty href attributes foundcontent
  • ✓All link texts are descriptive (no "click here" or "read more")content
  • ✓Open Graph title foundsocial
  • ✓Open Graph description foundsocial
  • ✓Open Graph URL foundsocial
  • ✓og:site_name: "Zillow"social
  • ✓HTTPS enabledtechnical
  • ✓Canonical tag foundtechnical
  • ✓Canonical tag is self-referencing (correct)technical
  • ✓Favicon foundtechnical
  • ✓Apple touch icon foundtechnical
  • ✓Compression: gziptechnical
  • ✓URL length: 23 chars (good)technical
  • ✓URL uses hyphens or no separators (good)technical
  • ✓No deprecated HTML tags foundtechnical
  • ✓All 13 external scripts use defer/asyncperformance
  • ✓Font preload/preconnect found — faster font loadingperformance
  • ✓Cache-Control: private, max-age=0, must-revalidateperformance
  • ✓HSTS header present — enforces HTTPSsecurity
  • ✓X-Content-Type-Options: nosniffsecurity
  • ✓Content-Security-Policy header presentsecurity
  • ✓About page link found — builds trust and E-E-A-Ttrust
  • ✓Contact page/email link foundtrust
  • ✓Privacy Policy link foundtrust
  • ✓Terms of Service link foundtrust
  • ✓Author byline foundtrust
  • ✓<!DOCTYPE html> declaredtechnical
  • ✓No mixed content — all resources use HTTPStechnical
  • ✓font-display: swap detected — prevents invisible textperformance
  • ✓Viewport includes width=device-width (responsive)meta
  • ✓robots.txt found and allows crawlingtechnical
  • ✓robots.txt includes Sitemap referencetechnical
  • ✓No AI crawlers blocked in robots.txt — AI search and training can access contenttechnical
  • ✓3% nofollow links (10/328) — good link equity flowcontent
  • ✓All 8 target="_blank" links have rel="noopener"security
  • ✓Web App Manifest found (PWA-ready)technical
  • ✓6 resource hint(s) (dns-prefetch/preconnect) — faster loadingperformance
  • ✓8 first-person pronouns — some experience showncontent
  • ✓Referrer-Policy: strict-origin-when-cross-originsecurity
  • ✓H1 length: 31 characters (optimal)content
  • ✓Title and meta description are different (good)meta
  • ✓OG URL matches canonical URL (consistent)social
  • ✓Viewport allows zoom (good for accessibility)accessibility
  • ✓DOM size: ~1337 elements (good)performance
  • ✓No snippet blocking detected (good — content is fully accessible)technical
  • ✓No render-blocking scripts in head (good)performance
  • ✓2 third-party script domain(s) (acceptable)performance
  • ✓ARIA landmarks present: nav, skip-linkaccessibility
  • ✓All 1 form input(s) have labels or aria-labelsaccessibility
  • ✓No iframes on pagesecurity
AEO — 40/100 (31 issues)

Failed Checks (31)

  • ✗No structured data — AI systems struggle to categorize your pagediscoverability
  • ✗Only 0 content sections — segment your content betterdiscoverability
  • ✗No definition lists (<dl>) — great for term/value pairsdiscoverability
  • ✗No code blocks — add <code>/<pre> for technical contentdiscoverability
  • ✗No FAQ section found — add Q&A content for AI citationstructure
  • ✗No question-style headings — try "How to...", "What is..."structure
  • ✗No data tables — tables help AI compare and cite datastructure
  • ✗No concise answer paragraphs detected — add short summaries after headingsstructure
  • ✗Few key-value patterns — use "**Label:** value" format for AIstructure
  • ✗Avg 0 words/section — expand sections for AI comprehensionstructure
  • ✗No author information — AI values attributed contentcitation
  • ✗No date information — AI prefers fresh, dated contentcitation
  • ✗No Organization schema — AI may not recognize your brandcitation
  • ✗Only 2/5 E-E-A-T signals — add about, contact, author infocitation
  • ✗Only 0 concise answer paragraph(s) after headings — add 2+ short summaries (40-200 chars) right after H2/H3 tagscitation
  • ✗No Speakable schema — add for voice assistant optimizationvoice
  • ✗First paragraph too short for AI snippetsvoice
  • ✗No SearchAction schema — add for enhanced search presencevoice
  • ✗Avg 59 words/sentence — simplify for AI and voicevoice
  • ✗No summary section — add Key Takeaways for AI extractionvoice
  • ✗Only 0 H2/H3 headings — add more to structure your contentvoice
  • ✗Few Q&A blocks — add question headings followed by answer paragraphsvoice
  • ✗No Last-Modified header or dateModified — AI prefers content with freshness signalscitation
  • ✗No /llms.txt found — add one to guide AI crawlers (emerging standard)discoverability
  • ✗robots.txt does not explicitly allow AI crawlers (GPTBot, ClaudeBot, PerplexityBot, Google-Extended)discoverability
  • ✗No sameAs links in schema — add social profiles for brand recognitioncitation
  • ✗Content not updated in 90+ days — stale content loses AI visibilitycitation
  • ✗No Table of Contents — add jump links for AI content navigationstructure
  • ✗No video content — multimedia increases AI engagement and citation ratediscoverability
  • ✗Statistics lack source references — attribute data to boost AI trustcitation
  • ✗No <details>/<summary> elements — use for expandable Q&A contentstructure

Passed Checks (21)

  • ✓1278 words in HTML — good content for AI parsingdiscoverability
  • ✓Clean URL structurediscoverability
  • ✓3 semantic HTML5 elements founddiscoverability
  • ✓Description + OG description both present — clear topic signalsdiscoverability
  • ✓71 named entities found — helps AI understand contextdiscoverability
  • ✓308 internal links — good topic cluster signaldiscoverability
  • ✓52 lists found — structured content for AIstructure
  • ✓Step-by-step content detected — AI loves procedural answersstructure
  • ✓55% short sentences — easy for AI to extractstructure
  • ✓99% concise paragraphs — scannable for AIstructure
  • ✓Statistics and data found in content — highly citablecitation
  • ✓Source citations found — increases AI trustcitation
  • ✓20 external links — references authoritative sourcescitation
  • ✓Content references 2026/2025 — fresh contentcitation
  • ✓Topic focus: 100% — title keywords found in contentcitation
  • ✓28 conversational words — good for AI summariesvoice
  • ✓Active voice dominant (18% passive) — AI-friendlyvoice
  • ✓Pronoun density: 1.9% — engaging, user-focusedvoice
  • ✓No AI-blocking robots directives — AI crawlers can access contentdiscoverability
  • ✓Brand name consistent across 2/3 signals (title, OG, schema)citation
  • ✓Brand "Zillow" used consistently (12 mentions)citation
GEO — 40/100 (35 issues)

Failed Checks (35)

  • ✗No clear definitions — add "X is..." patterns for AI Overviewoverview
  • ✗Few question headings — add Q&A headings for AI Overviewoverview
  • ✗Content may be too thin for AI Overview (1278 words, 0 sections)overview
  • ✗Title and H1 don't align — confusing for AI topic matchingoverview
  • ✗No step-by-step content — add numbered guides for AIoverview
  • ✗Flat heading structure — add H3/H4 subheadings for depthoverview
  • ✗1% optimal paragraphs — aim for 20-80 words per paragraphoverview
  • ✗No author schema — add for AI trust signalsauthority
  • ✗Only 1/5 trust signals — add reviews, certificationsauthority
  • ✗Incomplete brand identity — add og:site_name + Organization schemaauthority
  • ✗No original data signals — "our research shows..." boosts AI citationauthority
  • ✗No examples or case studies — add real-world examplesauthority
  • ✗No links to authoritative sources — cite Google, Schema.org, etc.authority
  • ✗No FAQ Schema — add for Google rich results + AI Overviewformat
  • ✗No HowTo Schema — add for step-by-step rich resultsformat
  • ✗No comparison content — add vs. sections for AI recommendationsformat
  • ✗No summary section — add Key Takeaways or TL;DR for AIformat
  • ✗No BreadcrumbList schema — add for better AI contextformat
  • ✗Only one list type — use both <ul> and <ol> for content varietyformat
  • ✗Only 1/6 formatting types — use bold, lists, tables, quotes, codeformat
  • ✗Single-perspective content — add "on the other hand..." for balanceformat
  • ✗No entity Schema types — add Person, Product, or Organization schemasemantic
  • ✗3/14 semantic elements — add <article>, <figure>, <time>, etc.semantic
  • ✗No <time> elements — wrap dates in <time datetime="...">semantic
  • ✗Few data points with units — add specific numbers (e.g., "300+ users")semantic
  • ✗Few sections have subtopics — add H3 subheadings for depthsemantic
  • ✗Incomplete Open Graph tags — AI uses these for contexttechnical
  • ✗Only 0 Schema type(s) — add more for AI contexttechnical
  • ✗First 200 words lack topic keywords — AI may skip your content for extractionoverview
  • ✗Missing definition or list format — combine "X is..." with lists for snippetsoverview
  • ✗Only 0 data points — add 5+ statistics for +30-40% AI visibility (Princeton study)authority
  • ✗Author lacks credentials — anonymous content is a GEO penaltyauthority
  • ✗Only 0/6 question types — add What, Why, How headingsoverview
  • ✗No <figure>/<figcaption> — wrap images with descriptive captions for AIformat
  • ✗No authoritative sameAs links — add Wikipedia/Wikidata/LinkedIn URIs to schema for Knowledge Graph alignmentauthority

Passed Checks (23)

  • ✓Content freshness signals detectedoverview
  • ✓Source citations found — increases AI trustauthority
  • ✓Expert quotes or testimonials found — authority signalauthority
  • ✓3 industry terms used — domain expertise signalauthority
  • ✓17 unique external domains — diverse sourcesauthority
  • ✓7 images all with ALT text — AI can understand visualsformat
  • ✓Data visualization elements found (tables/charts)format
  • ✓Actionable advice found — AI prefers practical contentformat
  • ✓Conclusion/recommendation found — helps AI provide answersformat
  • ✓100% title keywords in first 200 words — good prominencesemantic
  • ✓239 contextual links — good cross-referencingsemantic
  • ✓Content categorization found — clear topic classificationsemantic
  • ✓Mobile-friendly (viewport set)technical
  • ✓HTTPS secure — trusted by AI systemstechnical
  • ✓Page size: 474 KB — reasonabletechnical
  • ✓Canonical URL set — prevents AI from citing duplicatestechnical
  • ✓Page allows AI indexing (no noindex/nosnippet)technical
  • ✓HTML lang="en" set (add og:locale for completeness)technical
  • ✓3 ARIA landmarks found — good accessibility for AItechnical
  • ✓All image ALT texts are descriptive (>5 chars)format
  • ✓1278 words — sufficient depth for AI analysisoverview
  • ✓No snippet restrictions — AI can freely extract content (good)technical
  • ✓Link anchor texts are descriptive — good AI context signalsemantic

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