Forewords
“We've spent months testing how agents actually read ecommerce sites. The gap between what looks fine to a shopper and what parses cleanly for a machine is far wider than most brands expect.”
Adam Preston
SEO Director, Summit
“Visibility in AI answers isn't a proxy for search rankings — it's a separate discipline. This index is the first time we've seen those signals measured consistently across a whole retail category.”
Chris Donnelly
CEO, Searchable
The leaderboard
| Retailer | Key Area for Improvement | ||
|---|---|---|---|
| 1 | The Perfume Shop | 7.4 | Content |
| 2 | LOOKFANTASTIC | 7.4 | ARIA |
| 3 | Neal's Yard Remedies | 7.4 | LLM signals |
| 4 | Superdrug | 7.2 | Metadata |
| 5 | Cult Beauty | 7.2 | Headings |
| 6 | Space NK | 7.1 | Structured data |
| 7 | ghd® | 7.0 | Structured data |
| 8 | Weldricks Pharmacy | 6.9 | Metadata |
| 9 | Sephora UK | 6.7 | Alt text |
| 10 | ELEMIS | 6.7 | Alt text |
| 41 | Escentual | 5.3 | Structured data |
| 42 | The Fragrance Shop | 5.3 | Structured data |
| 43 | allbeauty | 5.2 | Structured data |
| 44 | MAC Cosmetics | 5.2 | Headings |
| 45 | Chemist Direct | 5.0 | ARIA |
| 46 | Bobbi Brown Cosmetics | 5.0 | Content |
| 47 | Holland & Barrett | 3.5 | ARIA |
| 48 | Beauty Bay | 2.4 | Structured data |
| 49 | Penhaligon's | 2.4 | ARIA |
| 50 | Molton Brown | 2.2 | ARIA |
How we score
Every retailer is measured across nine technical signals read straight from the site. Two further dimensions — AI Visibility and AI Sentiment — are powered by Searchable and measure how the brand actually shows up in AI answers.
- 01Crawl
- Whether AI crawlers can see your content at all, or if it's hidden behind code they can't run.
- 02Structured data
- The markup that gives AI the facts it needs to compare your products to others.
- 03Content
- Is your copy clear and detailed enough for an AI to summarise and quote?
- 04LLM signals
- Does your site look like a trusted authority, with the right expertise and credentials?
- 05Headings
- A logical structure that helps systems understand what each page is actually about.
- 06Metadata
- Titles and descriptions that help define your page's identity.
- 07Internal links
- How your content connects to the pages where people actually buy things.
- 08Alt text
- Descriptions that help AI "see" and understand your images.
- 09ARIA
- The background labels that tell agents what different buttons and menus actually do.
Request your personalised report
Tell us who you are and we'll prepare a personalised AI Scorecard for your brand and send the link directly to you.
See a live sample: Nike — 8.1