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farmers.com, read 15 hours ago. Back to the report

88 to 100 in 20 steps

Do them in this order. Each step says what to change, on which pages, and what it adds. Hand the whole plan to your agent, or work through it yourself.

8888 nownow911top 10%922943954955966967978979981098119812981398149915991699179918991910020full marks

Now #43,808 of 263,587Step 1 top 10%Step 20 full marks

Worked out from this read, with every step before it done. A score says pages are well formed. It does not say an assistant cites the site.

The steps

Each is one change across the pages named. When one is live, read the site again and mttr marks it done.

  1. 1

    Describe images

    +3 points, to 91, and #20,085, 23,723 places up, and into the top 10%

    Describe every content image in its alt text.

    90 pages

    See the pages
    • /
    • /auto
    • /auto/cheap-car-insurance
    • /auto/collectible
    • /auto/coverage
    • /auto/coverage/collision
    • /auto/coverage/comprehensive
    • /auto/coverage/flex
    • /auto/coverage/liability
    • /auto/coverage/smart-plan
    • and 80 more in the copied plan
  2. 2

    Set a share image

    +1 point, to 92

    Set og:image so links to the page carry a picture.

    99 pages

    Both sites Gemini cites beside it pass this one.

    See the pages
    • /
    • /about-us
    • /auto
    • /auto/cheap-car-insurance
    • /auto/collectible
    • /auto/coverage
    • /auto/coverage/collision
    • /auto/coverage/comprehensive
    • /auto/coverage/flex
    • /auto/coverage/liability
    • and 89 more in the copied plan
  3. 3

    Link straight to the final address

    +2 points, to 94

    Point links and the sitemap at the final address, not at one that redirects.

    98 pages

    See the pages
    • /about-us
    • /auto
    • /auto/cheap-car-insurance
    • /auto/collectible
    • /auto/coverage
    • /auto/coverage/collision
    • /auto/coverage/comprehensive
    • /auto/coverage/flex
    • /auto/coverage/liability
    • /auto/coverage/smart-plan
    • and 88 more in the copied plan
  4. 4

    Answer the first question right under it

    +1 point, to 95

    Answer the first question in the paragraph right under it, in 25 to 90 words. Whether the paragraph truly answers is for the judge or a person to say.

    11 pages under /learn/

    See the pages
    • /learn/editorial-standards
    • /learn/insurance-questions
    • /learn/insurance-questions/how-can-life-insurance-help-when-markets-are-volatile
    • /learn/plan-and-prep
    • /learn/plan-and-prep/perks-of-owning-an-electric-vehicle
    • /learn/plan-and-prep/reduce-employee-turnover
    • /learn/plan-and-prep/tips-to-avoid-natural-disaster-scams
    • /learn/plan-and-prep/tips-to-become-a-better-driver
    • /learn/real-stories
    • /learn/real-stories/pet-fire-safety-and-rescue
    • and 1 more in the copied plan
  5. 5

    Show sources on guides

    Under a point

    Link the sources for the guide's facts where a reader can see them. Official and primary sources carry the most weight.

    4 pages under /learn/

    See the pages
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
  6. 6

    Show when guides were updated

    +1 point, to 96

    Show when the guide was last updated, and set dateModified in its schema.

    5 pages under /learn/

    See the pages
    • /learn/editorial-standards
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
  7. 7

    Use one main heading

    Under a point

    Give the page exactly one h1 that says what it is about.

    15 pages

    Both sites Gemini cites beside it pass this one.

    See the pages
    • /careers/corporate/people-who-make-it-happen
    • /careers/corporate/people-who-make-it-happen/aj-venezia
    • /careers/corporate/people-who-make-it-happen/brittany-bargen
    • /careers/corporate/people-who-make-it-happen/heather-visscher
    • /careers/corporate/people-who-make-it-happen/timothy-wolfinger
    • /claims/property-claims
    • /css/login
    • /learn
    • /learn/insurance-questions/how-can-life-insurance-help-when-markets-are-volatile
    • /learn/plan-and-prep/perks-of-owning-an-electric-vehicle
    • and 5 more in the copied plan
  8. 8

    Add structured data

    +1 point, to 97

    Add valid JSON-LD that says what the page is.

    11 pages

    Both sites Gemini cites beside it pass this one.

    See the pages
    • /careers
    • /claims/property-claims
    • /css/login
    • /home/mobile-manufactured
    • /learn
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
    • /life-insurance/prospectus-and-annual-reports
    • and 1 more in the copied plan
  9. 9

    Settle on one address

    Under a point

    Redirect http, https, www, and the bare domain to one address, so the site is not indexed as several.

    Once, for the whole site

  10. 10

    Phrase headings as questions

    +1 point, to 98

    Phrase at least one heading as the question a person would ask.

    9 pages under /learn/

    See the pages
    • /learn/editorial-standards
    • /learn/insurance-questions/how-can-life-insurance-help-when-markets-are-volatile
    • /learn/plan-and-prep/perks-of-owning-an-electric-vehicle
    • /learn/plan-and-prep/reduce-employee-turnover
    • /learn/plan-and-prep/tips-to-avoid-natural-disaster-scams
    • /learn/plan-and-prep/tips-to-become-a-better-driver
    • /learn/real-stories
    • /learn/real-stories/pet-fire-safety-and-rescue
    • /learn/unbelievable-claims
  11. 11

    Put figures in tables

    Under a point

    Where the guide compares options or gives figures, put them in a table.

    11 pages under /learn/

    See the pages
    • /learn/editorial-standards
    • /learn/insurance-questions
    • /learn/insurance-questions/how-can-life-insurance-help-when-markets-are-volatile
    • /learn/plan-and-prep
    • /learn/plan-and-prep/perks-of-owning-an-electric-vehicle
    • /learn/plan-and-prep/reduce-employee-turnover
    • /learn/plan-and-prep/tips-to-avoid-natural-disaster-scams
    • /learn/plan-and-prep/tips-to-become-a-better-driver
    • /learn/real-stories
    • /learn/real-stories/pet-fire-safety-and-rescue
    • and 1 more in the copied plan
  12. 12

    Speed up the server

    Under a point

    Cache pages or speed up the server. Crawlers give a slow site fewer visits.

    Once, for the whole site

  13. 13

    Match structured data to the page

    Under a point

    Use the schema type that matches the page: Article for guides, Service or Product for offers, Organization or WebSite for the home page.

    6 pages, 5 of them under /learn/

    See the pages
    • /
    • /learn/editorial-standards
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
  14. 14

    Add an llms.txt

    Under a point

    Add /llms.txt: a short plain text map of the site for assistants. Its effect is unproven, so treat it as cheap insurance.

    Once, for the whole site

  15. 15

    Add breadcrumb data

    +1 point, to 99

    Add BreadcrumbList schema so the page has a place in the site.

    10 pages under /learn/

    See the pages
    • /learn/insurance-questions
    • /learn/insurance-questions/how-can-life-insurance-help-when-markets-are-volatile
    • /learn/plan-and-prep
    • /learn/plan-and-prep/perks-of-owning-an-electric-vehicle
    • /learn/plan-and-prep/reduce-employee-turnover
    • /learn/plan-and-prep/tips-to-avoid-natural-disaster-scams
    • /learn/plan-and-prep/tips-to-become-a-better-driver
    • /learn/real-stories
    • /learn/real-stories/pet-fire-safety-and-rescue
    • /learn/unbelievable-claims
  16. 16

    Name the publisher

    Under a point

    Name the author or publisher in the Article schema.

    5 pages under /learn/

    See the pages
    • /learn/editorial-standards
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
  17. 17

    Add lists or tables

    Under a point

    Add a table, a list, or a definition list. Assistants quote these more readily than prose.

    4 pages under /learn/

    See the pages
    • /learn/insurance-questions
    • /learn/plan-and-prep
    • /learn/real-stories
    • /learn/unbelievable-claims
  18. 18

    Add depth to thin pages

    Under a point

    Add true, specific detail until the page covers its subject.

    2 pages

    See the pages
    • /learn/editorial-standards
    • /learn/unbelievable-claims
  19. 19

    Fix description lengths

    Under a point

    Write a meta description of 70 to 165 characters that summarizes the page.

    17 pages

    See the pages
    • /careers/corporate/people-who-make-it-happen
    • /careers/sales-and-distribution
    • /claims/auto-claims
    • /claims/cmp-landing
    • /claims/property-claims
    • /discounts/renters-insurance
    • /farmers-coverage-review
    • /home/condo-insurance/quote-process-explainer
    • /insurance-bundling
    • /learn
    • and 7 more in the copied plan
  20. 20

    Fix title lengths

    +1 point, to 100, and full marks

    Write a title of 15 to 65 characters that leads with what the page covers.

    6 pages

    See the pages
    • /auto/cheap-car-insurance
    • /auto/collectible
    • /css/login
    • /financial/asset-management
    • /learn/plan-and-prep
    • /learn/real-stories
4 more, to tidy up after 100
  1. 21

    Replace unsupported sales claims

    Under a point

    Replace the sales claim with a fact that can be checked.

    2 pages

    See the pages
    • /careers/sales-and-distribution
    • /recreational
  2. 22

    Add a way to get in touch

    Under a point

    Give the page a form or a clear link to request a quote or get in touch.

    1 page

    See the pages
    • /css/login
  3. 23

    Set each page's canonical address

    Under a point

    Add a canonical link that points to the page itself.

    1 page

    See the pages
    • /css/login
  4. 24

    Add a tap-to-call link

    Under a point

    Add a tap-to-call phone link.

    1 page

    See the pages
    • /css/login

What else the read found

Half its pages take over 9,251 ms to start answering, past the 800 ms a crawler is patient with. Caching or a faster server helps every page at once. One fetch a page, the way a crawler sees it.

  • /discounts/renters-insurance10.9 s
  • /auto/cheap-car-insurance10.5 s
  • /learn/real-stories10.4 s
  • /learn/editorial-standards10.4 s
  • /auto/coverage/comprehensive10.4 s

Fastest: /css/login, 8,106 ms. Heaviest: /auto, 36 KB.

Read from its home page’s code and the headers its server sent. A tool that loads later, or only on other pages, is not seen here.

  • CloudflareHosting
  • Google Tag ManagerAnalytics
  • LinkedIn InsightMarketing

From the structured data on its home page, as the site says it: a Corporation named Farmers Insurance. mttr does not check the profiles it names.

  • FacebookFarmersInsurance
  • XWeAreFarmers
  • Instagramthisisfarmers
  • LinkedInfarmers-insurance
  • YouTubefarmersinsurance
  • WikipediaFarmers_Insurance_Group
  • TikTok@wearefarmers
pages with strong signs
2
hidden characters
8
chat, markdown or placeholders left in
0
dashes per 1,000 words
2.1
  • / hidden characters a reader cannot see
  • /life-insurance/coverage/whole-life hidden characters a reader cannot see

A sign is not proof. Hidden characters can carry a watermark or instructions meant for an AI, and they come off with a clean copy of the text.

  • / fails 3: Match structured data to the page, Describe images and Set a share image1 page
  • /learn fails 6: Add structured data, Use one main heading and Fix description lengths1 page
  • /recreational fails 5: Fix description lengths, Describe images and Replace unsupported sales claims1 page
  • /careers fails 4: Add structured data, Describe images and Link straight to the final address1 page
  • /farmers-coverage-review fails 4: Fix description lengths, Describe images and Link straight to the final address1 page
  • /insurance-bundling fails 4: Fix description lengths, Describe images and Link straight to the final address1 page
  • /search fails 4: Add structured data, Use one main heading and Link straight to the final address1 page
  • /auto fails 3: Describe images, Link straight to the final address and Set a share image1 page
  • /business fails 3: Describe images, Link straight to the final address and Set a share image1 page
  • /corporate-responsibility fails 3: Describe images, Link straight to the final address and Set a share image1 page
  • /discounts fails 3: Describe images, Link straight to the final address and Set a share image1 page
  • /electronic-device-insurance fails 3: Describe images, Link straight to the final address and Set a share image1 page

And 27 more parts of the site.

The read stopped at its page limit, so pages no link leads to cannot be told from pages it did not reach, and neither is reported.

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