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POKPOK.AI // PRE-LAUNCH CHEAT SHEET
AI Visibility Checklist
The 5 AI metrics and all 22 sub-metrics — for founders who don’t have a website yet.
This is the companion to the HI (Human Impression) checklist. Where HI measures how a human reads your site, the AI metrics measure how AI answer engines — ChatGPT, Perplexity, Claude, Google AI Overviews — discover, read, understand, verify and act on your site.
Getting this right at the planning stage costs almost nothing. Retrofitting it later means re-architecting pages. Every sub-metric below lists what it measures, why it matters, and what to decide before you build anything.
05
AI METRICS
22
SUB-METRICS
65
DECISIONS TO MAKE
€0
COST TO PLAN IT IN
AI01 // FIND
AI Findability
//AI01
AI FIND · Findability
[!] Core question
Can AI systems discover and fetch your site at all?
[?] WHY IT MATTERS
This is the base layer. If crawlers can't reach or fetch your pages, nothing else in this framework matters — you're invisible to every AI answer engine before any content quality is even evaluated.
FINDABILITY SUB-METRICS
12 DECISIONS
AI01-01
3 DECISIONS
Crawler Access
WHAT IT MEASURES
Whether your robots.txt explicitly welcomes AI crawlers (GPTBot, PerplexityBot, ClaudeBot, Google-Extended, OAI-SearchBot, CCBot) or accidentally blocks them.
[?] WHY IT MATTERS
Many site builders and “AI-blocking” plugins silently disallow these bots by default. You can lose 100% of AI visibility without ever noticing.
BEFORE LAUNCH, DECIDE
[ ]
Publish a robots.txt that explicitly allows the major AI crawlers — unless you have a deliberate reason to block training or retrieval.
[ ]
Know the difference between blocking training crawlers and blocking retrieval/answer crawlers. You may want one and not the other.
[ ]
Re-check after every platform migration. New templates often reset robots rules.
AI01-02
3 DECISIONS
Machine Map Access
WHAT IT MEASURES
Whether you have a clean, valid XML sitemap, and whether the routes it lists actually resolve without errors.
[?] WHY IT MATTERS
Crawlers use your sitemap to decide which pages exist and matter. A messy or incomplete map means large parts of your site are invisible or under-prioritised.
BEFORE LAUNCH, DECIDE
[ ]
Generate and submit a valid sitemap.xml from day one, even with just 5–10 pages.
[ ]
Check periodically that sitemap URLs return clean 200 codes — no dead links, no redirect chains.
[ ]
Consider an optional llms.txt: a short guide telling AI systems which pages matter most. Cheap to add, rarely done, so it is a quick differentiator.
AI01-03
3 DECISIONS
Canonical Health
WHAT IT MEASURES
Whether every page has one clear, authoritative URL (canonical tag) with no duplicate or conflicting versions splitting your authority.
[?] WHY IT MATTERS
If www.site.com, site.com and site.com/index all serve slightly different signals, AI systems cannot tell which is authoritative — diluting your visibility.
BEFORE LAUNCH, DECIDE
[ ]
Pick ONE canonical domain format (with or without www) and enforce HTTPS everywhere.
[ ]
Set canonical tags correctly on every page template before content scales.
[ ]
Avoid cross-domain canonicals unless intentional, e.g. syndicated content.
AI01-04
3 DECISIONS
Fetchability
WHAT IT MEASURES
Whether the page actually loads clean content when requested — no CAPTCHAs, login walls, interstitials or bot-blocking services standing in the way.
[?] WHY IT MATTERS
Even with perfect robots.txt rules, aggressive bot-protection services (Cloudflare, DataDome) can still silently block legitimate AI crawlers.
BEFORE LAUNCH, DECIDE
[ ]
If you use a CDN or bot-protection service, explicitly allow-list known AI crawler user-agents.
[ ]
Avoid interstitials, cookie walls and age-gates on your core marketing pages.
[ ]
Test your live site with a plain fetch, no JavaScript. If what comes back is thin or blank, you have a rendering dependency crawlers may not solve.
AI02 // READ
AI Readability
//AI02
AI READ · Readability
[!] Core question
Once an AI system fetches your page, can it correctly parse and understand the structure?
[?] WHY IT MATTERS
Fetching isn't reading. A page can be 100% accessible but so poorly structured that a machine extracts garbage or misses your core message entirely.
READABILITY SUB-METRICS
12 DECISIONS
AI02-01
3 DECISIONS
Text Extraction
WHAT IT MEASURES
What percentage of your page's visible content survives clean text extraction (vs. being trapped in images, JavaScript-only rendering, or cookie banners).
[?] WHY IT MATTERS
Whatever an AI can extract is the entirety of what it knows about you. If your value proposition lives only in an image or a JS widget, it effectively does not exist.
BEFORE LAUNCH, DECIDE
[ ]
Keep core marketing copy as real, server-rendered text — not baked into images, not requiring JavaScript to appear.
[ ]
Minimise cookie-consent banner text competing with real content in the extracted text.
[ ]
If you use React, Vue or similar, confirm server-side rendering or static generation is enabled for public pages.
AI02-02
3 DECISIONS
Structure Clarity
WHAT IT MEASURES
Whether your heading hierarchy (H1 → H2 → H3) is complete, logically ordered, and gives a machine a clean outline of the page.
[?] WHY IT MATTERS
AI systems use heading structure the way a human uses a table of contents. A broken hierarchy makes your page harder to summarise accurately.
BEFORE LAUNCH, DECIDE
[ ]
Plan exactly ONE H1 per page — your core headline.
[ ]
Structure supporting sections as properly nested H2s and H3s. Never skip levels, never use headings purely for visual styling.
[ ]
Draft your content outline as a heading tree before writing prose. It forces logical structure early.
AI02-03
3 DECISIONS
Content Frontload
WHAT IT MEASURES
How many words into the page your brand name and core offer first appear.
[?] WHY IT MATTERS
AI summarisation leads with whatever appears first. If your brand name appears 100+ words in, AI-generated summaries about you lead with generic category language instead of your name.
BEFORE LAUNCH, DECIDE
[ ]
Name your brand AND state your core offer within the first sentence or two of your homepage. Resist the broad, content-led hook.
[ ]
Write your meta description to front-load brand and offer too — it is often quoted directly.
[ ]
Avoid content-marketing openings on money pages. Save the broad industry statement for blog posts.
AI02-04
3 DECISIONS
Hidden Content Risk
WHAT IT MEASURES
Whether meaningful content is trapped inside carousels, accordions, modals or other interactive elements that may not render in a simple crawl.
[?] WHY IT MATTERS
Content that needs a click or a slide to appear may be invisible to AI crawlers, even when it is perfectly visible to humans.
BEFORE LAUNCH, DECIDE
[ ]
Never put unique, non-repeated information exclusively inside a carousel or accordion.
[ ]
If a carousel is needed for design reasons, make sure the same copy also exists statically in the page source.
[ ]
Add descriptive alt text to every meaningful image. It is free content-extraction insurance.
AI03 // KNOW
Knowledge
//AI01
AI FIND · Findability
[!] Core question
Does AI understand who you are, what you offer, and where you fit in the marketplace?
[?] WHY IT MATTERS
This determines whether AI systems can correctly represent you when someone asks "who does X" or "what's a good option for Y" — getting recommended requires being understood first.
KNOWLEDGE SUB-METRICS
14 DECISIONS
AI03-01
3 DECISIONS
Entity Clarity
WHAT IT MEASURES
Whether structured data (Organization schema/JSON-LD), page titles, Open Graph tags, and visible branding all agree on your exact brand name with no conflicts.
[?] WHY IT MATTERS
If your JSON-LD says "Acme Inc." but your title tag says "Acme" and your OG tags say something else, AI systems have to guess which is authoritative — reducing confidence in every fact tied to your brand.
BEFORE LAUNCH, DECIDE
[ ]
Implement basic Organization schema (JSON-LD) from day one — it's a small dev task with outsized clarity benefit.
[ ]
Make sure your brand name is spelled identically across title tag, schema, Open Graph, footer, and logo alt text.
[ ]
Link your official social profiles (LinkedIn, review platforms) via sameAs in your schema — this helps AI cross-verify you're a real entity.
AI03-02
3 DECISIONS
Machine Map Access
WHAT IT MEASURES
Whether "what you offer," "who it's for," and "what outcome you deliver" are all stated in plain, unambiguous language somewhere on the page.
[?] WHY IT MATTERS
AI systems answering "what does [company] do" pull directly from explicit statements — vague or metaphor-heavy copy makes it much harder to summarize you correctly.
BEFORE LAUNCH, DECIDE
[ ]
Write one plain sentence that states: what you offer + who it's for + what outcome they get. Put it near the top of the page even if your hero headline is more creative.
[ ]
Avoid relying solely on clever/abstract taglines to convey your offer — pair them with a literal one-liner.
[ ]
Repeat the same offer, audience, and outcome language across key pages so summaries don't conflict.
AI03-03
3 DECISIONS
Category Clarity
WHAT IT MEASURES
Whether your industry/category signals are consistent across your copy, schema, and page structure, so a machine can correctly "shelve" you next to competitors.
[?] WHY IT MATTERS
Miscategorization means you get excluded from comparison answers in your actual category, or wrongly included in irrelevant ones.
BEFORE LAUNCH, DECIDE
[ ]
State your category or industry in plain language, not just through buzzwords alone.
[ ]
Make sure category signals in your schema markup match the language in your visible copy.
[ ]
Check how competitors describe their category and make sure you're not accidentally using ambiguous terminology that could place you elsewhere.
AI03-04
3 DECISIONS
Brand Name Anchoring
WHAT IT MEASURES
Whether your brand exists in public knowledge graphs (Wikidata, Google Knowledge Graph) and whether your name is unique enough to avoid collision with other entities.
[?] WHY IT MATTERS
A brand with zero external anchoring is essentially unverified to AI systems — they have no prior record you exist beyond your own website's claims.
BEFORE LAUNCH, DECIDE
[ ]
Choose a genuinely distinctive brand name, checking for collisions with existing companies first.
[ ]
Skip chasing a Wikipedia page early — instead build real citations across independent sites.
[ ]
Register consistent listings on Crunchbase, LinkedIn, and G2/Capterra to aid knowledge graph resolution.
AI03-05
3 DECISIONS
Quotable Facts
WHAT IT MEASURES
Whether your page contains durable, neutral, factual statements about the business (not just performance/marketing claims) that AI can quote long after specific stats age out.
[?] WHY IT MATTERS
Marketing claims like "grew traffic 20%" become stale and unusable within a year. Neutral facts ("Company X is a [category] founded in [year], serving [audience]") remain quotable indefinitely.
BEFORE LAUNCH, DECIDE
[ ]
Write at least one plain, permanent, non-marketing sentence defining what your company is (e.g., "[Brand] is a [category] that [does what] for [who]").
[ ]
Separate durable facts (founding year, category, audience) from time-bound performance claims — plan to refresh the latter regularly.
[ ]
Include named entities (specific numbers, specific dates, specific named clients) rather than vague superlatives — specificity is what makes a sentence "quotable."
AI04 // TRUST
AI Trust
//AI02
AI TRUST · Readability
[!] Core question
Can AI verify what you claim, and does it have reason to believe you are a current, legitimate, accountable source?
[?] WHY IT MATTERS
This is typically the hardest metric to score well on early, and the one that most differentiates "technically well-built" sites from sites AI systems actually trust enough to cite or recommend.
READABILITY SUB-METRICS
12 DECISIONS
AI04-01
3 DECISIONS
Fact Density
WHAT IT MEASURES
How many verifiable, specific data points (numbers, dates, named entities) appear per 500 words of copy, versus vague marketing language.
[?] WHY IT MATTERS
Machines repeat and cite specific, checkable facts far more readily than generic claims — low fact density means your copy gets summarized in generic terms instead of your own words.
BEFORE LAUNCH, DECIDE
[ ]
For every benefit claim, ask "can I attach a real number or date to this?" — replace vague language wherever possible.
[ ]
Include named entities: real client names (with permission), specific dates, specific metrics — not just "many clients" or "significant growth."
[ ]
Avoid copy that's 100% adjectives with zero nouns/numbers behind them.
AI04-02
3 DECISIONS
Claim Checkability
WHAT IT MEASURES
Whether the claims you make are technically verifiable, AND whether they carry direct proof links (case studies, source pages) an AI can follow to confirm them.
[?] WHY IT MATTERS
A claim that's technically true but has zero supporting link still gets treated with more caution than one directly linked to evidence — machines (and skeptical humans) hedge on unlinked claims.
BEFORE LAUNCH, DECIDE
[ ]
Every performance claim you publish should link directly to its source (a case study, a review, a dated report) — plan this link structure into your content templates from the start.
[ ]
Avoid making claims you have zero intention of ever backing with a case study or evidence page.
[ ]
Certifications, if any, should link to the verifying body, not just display a badge image.
AI04-03
3 DECISIONS
Source Markers
WHAT IT MEASURES
Whether pages carry publication dates, last-modified dates, and author/attribution information.
[?] WHY IT MATTERS
Without dates or authorship, a machine can't tell if a page is current, stale, or who stands behind the claims — this is one of the cheapest fixes with outsized trust impact.
BEFORE LAUNCH, DECIDE
[ ]
Build "published date" and "last updated date" into every page template from day one (even a simple footer line) — retrofitting this across dozens of pages later is tedious.
[ ]
Add author attribution to blog/educational content, even if it's just "Written by the [Company] team."
[ ]
Keep legal/contact/privacy pages present and easy to find — their presence itself is a baseline trust signal.
AI04-04
3 DECISIONS
External Validation
WHAT IT MEASURES
Whether your brand is corroborated by independent third parties — review platforms (G2, Trustpilot, Capterra), press mentions, community discussion — beyond your own website's claims.
[?] WHY IT MATTERS
For most B2B categories, this is the single largest trust gap. AI systems weight independent corroboration heavily; a brand that only "vouches for itself" ranks below one confirmed by multiple outside sources.
BEFORE LAUNCH, DECIDE
[ ]
Pick 2–3 independent review platforms relevant to your category and start collecting reviews as soon as you have your first handful of customers — don't rely on just one platform.
[ ]
Plan a lightweight PR/community strategy (even guest posts, podcast appearances, or community forum presence) — any independent mention helps.
[ ]
Don't wait for volume before starting — even 5–10 genuine reviews on one platform is a meaningfully better starting position than zero.
AI05 // DO
Action
//AI05
AI DO · ACTION
[!] Core question
Once AI, or a human, understands you, can it guide someone all the way to taking action?
[?] WHY IT MATTERS
This is where interest converts to a lead or sale. A site can be perfectly findable, readable, and trustworthy, and still fail here if the path to action is unclear or broken.
KNOWLEDGE SUB-METRICS
14 DECISIONS
AI05-01
3 DECISIONS
Action Intentrity
WHAT IT MEASURES
Whether there's ONE consistent, clearly-signaled primary action (a specific CTA button/text) used uniformly across the whole page — not several competing calls to action.
[?] WHY IT MATTERS
AI systems (and humans) need to identify a single, unambiguous "what happens if I click" answer. Multiple inconsistent CTAs dilute this signal.
BEFORE LAUNCH, DECIDE
[ ]
Choose ONE primary action for your entire site (e.g., "Book a Call," "Start Free Trial") before designing any page.
[ ]
Use identical CTA wording across the site — don't let "Book a Call," "Let's Talk," and "Get Started" all coexist as if equally primary.
[ ]
Use clear action verbs (book, start, get, try) rather than vague ones (explore, learn, discover) for your primary CTA.
AI05-02
3 DECISIONS
Action Route
WHAT IT MEASURES
Whether every path connected to your primary action (contact forms, booking links, nav links, footer links) resolves cleanly with no redirects, dead ends, or broken links.
[?] WHY IT MATTERS
A single broken link on the conversion path can silently kill a meaningful share of leads — and AI agents attempting to complete actions on a user's behalf will simply fail and move on to a competitor.
BEFORE LAUNCH, DECIDE
[ ]
Test every link connected to your CTA path (nav, footer, contact, booking) before launch and after every site update.
[ ]
Avoid unnecessary redirect chains — link directly to final destinations.
[ ]
If you use a booking tool (Calendly, etc.), confirm the embed/link works outside your own browser session/cookies (test in incognito).
AI05-03
3 DECISIONS
Offer Data
WHAT IT MEASURES
Whether structured data (Schema.org Service or Offer markup) describes your service tiers, eligibility, pricing, and availability in a machine-readable format.
[?] WHY IT MATTERS
Without structured offer data, AI agents can't summarize or compare your service terms — they can only tell a user "go book a call," skipping any pre-qualification or comparison step that could otherwise favor you.
BEFORE LAUNCH, DECIDE
[ ]
Add basic Service or Offer schema markup once your service tiers are defined — simple beats none.
[ ]
Decide your pricing disclosure approach and encode it into structured data, not just prose.
[ ]
State eligibility requirements explicitly, rather than leaving buyers to self-select ambiguously.
AI05-04
3 DECISIONS
Task Fit
WHAT IT MEASURES
Whether your primary action matches what visitors in your category actually expect (e.g., a B2B service site is expected to offer "contact/book a call," not "buy now").
[?] WHY IT MATTERS
An action that mismatches category expectations confuses both AI systems and human visitors about what kind of business you are.
BEFORE LAUNCH, DECIDE
[ ]
Research the standard primary action for your category before choosing yours, not a default guess.
[ ]
Match CTA language to the actual next step — don't promise a quote if it opens a plain contact form.
[ ]
Keep one CTA dominant on the page; demote competing actions so the primary intent stays clear.
AI03-05
3 DECISIONS
Action Blockers
WHAT IT MEASURES
Whether anything technical stands between intent and completion — broken links, login walls, JavaScript-only forms, cookie walls, soft-404s, or modal-only actions that can trap crawlers or frustrate users.
[?] WHY IT MATTERS
Even one hard blocker on your only conversion path can silently cap your conversion rate at zero for an entire segment of visitors (and completely block AI agents attempting the action programmatically).
BEFORE LAUNCH, DECIDE
[ ]
Avoid login walls on any page or form that's meant to generate leads — save gating for post-conversion content only.
[ ]
Test your primary form/CTA with JavaScript disabled if possible — pure JS-only forms are invisible to some crawlers and slower for many users.
[ ]
Avoid trapping your action exclusively inside a modal/popup with no static fallback link.
[ ]
Run a basic broken-link check before launch and periodically afterward (free tools exist for this).
06 // QUICK REFERENCE
All 22 sub-metrics at a glance
↓ Metric
↓ Sub-metric
↓ One-line focus
AI Find
(Is the page accessible and indexable?)
//AI01-01
Crawler Access
One durable, non-marketing definition sentence
//AI01-02
Machine Map Access
Valid, complete sitemap
//AI01-03
Canonical Health
One authoritative URL per page
//AI01-04
Fetchability
No CAPTCHAs/walls blocking bots
AI Read
(Can the content be extracted without loss or distortion?)
//AI02-01
Text Extraction
Real text, not images/JS-only
//AI02-02
Structure Clarity
Clean H1→H2→H3 hierarchy
//AI02-03
Content Frontload
Brand + offer in first sentence
//AI02-04
Hidden Content Risk
Nothing critical trapped in carousels
AI Know
(Does the page give AI enough to represent the brand accurately?)
//AI03-01
Entity Clarity
Brand name consistent everywhere + schema
//AI03-02
Offer Clarity
Plain sentence: what/who/outcome
//AI03-03
Category Clarity
Consistent industry signal
//AI03-04
Brand Name Anchoring
Distinctive name + external listings
//AI03-04
Quotable Facts
One durable, non-marketing definition sentence
AI Trust
(Are the claims structured in a way AI can verify?)
//AI04-01
Fact Density
Numbers/dates instead of adjectives
//AI04-02
Claim Checkability
Every claim links to proof
//AI04-03
Source Markers
Dates + author on every page
//AI04-04
External Validation
Reviews on 2–3 independent platforms
AI Do
(Can AI derive a clear, relevant next step from what's on the page?)
//AI05-01
Action Intent
One consistent primary CTA
//AI05-02
Action Route
Every link on the path works
//AI05-03
Offer Data
Structured Service/Offer schema
//AI05-04
Task Fit
CTA matches category expectations
//AI05-04
Action Blockers