No schema. No meta descriptions. No NAP. Founder hidden. /about returns 404. Stock-photo hero. The good news: nearly all of it is fixable in a 2-week sprint, and the AI-citation gap is wide open before MCAP eligibility expands.
14 surfaces scanned, Core Web Vitals estimates, schema gap map, image audit, 12-item fix sprint with sample JSON-LD.
Open →DR ~17, ~28 ref domains, anchor distribution, 13 confirmed referring domains, competitor gap, 90-day target list.
Open →30-query probe across ChatGPT + Perplexity + Google AIO + Claude. 0/30 today. Day 90 target: 9-15.
Open →| Category | Severity | Effort | Lift |
|---|---|---|---|
| Schema / structured data | Critical | Low | High |
| Meta descriptions | High | Low | High |
| /about 404 (canonical-route bug) | High | Low | Medium |
| NAP / contact information missing | High | Low | High |
| Founder visibility on home | High | Low | High |
| Trust badge proof linkage | High | Low | Medium |
| Image alt text + filenames | Medium | Medium | Medium |
| Internal linking depth | Medium | Medium | Medium |
| Page speed / Core Web Vitals | Medium | Medium | Medium |
| Two-track navigation (HCP vs patient) | Medium | Medium | High |
| HSTS / security headers | Low | Low | Low |
| Sitemap + robots discoverability | Low | Low | Low |
Inspection of homepage and /pages/* returned no JSON-LD. For a regulated medical supplier, this is a major loss of trust signal in both Google and AI engines. Required: Organization, MedicalBusiness, Product, MedicalDevice, MedicalWebPage, FAQPage, Person, BreadcrumbList.
No meta description on the homepage. Default Shopify behaviour leaves these blank. Search engines auto-generate snippets from page content, often grabbing the wrong sentence. AI engines downweight pages with no descriptive meta.
Most users guess /about. Oleo's about page lives at /pages/about. The bare /about path returns 404. A redirect or duplicate route closes the gap.
No physical address, phone, or email visible anywhere on the site. Contact page has only a form. For a HPRA-licensed pharmacy supplier, this reads as untrustworthy. Verified registered address available from CRO.
Richard has a credible bio (computer science MTU, Applied Medical National Sales Manager, truMED LLC president of European ops). His face and story are absent from the homepage. E-E-A-T takes a major hit. No-effort lift.
"Trusted by the Irish Government for MCAP" is verifiable. HPRA publishes the MCAP supplier register. The site provides no link. Adding a link converts a marketing claim into a verifiable trust signal that AI engines cite.
ChatGPT, Perplexity, and Google AI Overviews on Irish medical-cannabis queries cite HPRA, gov.ie, HSE, Epilepsy Ireland, Wikipedia, and trade press. Suppliers - of which Oleo is the leading Irish-based one - are absent from all top-cited results.
0 / 20
Not cited on any priority query. Top citations: HPRA, gov.ie, Wikipedia, Epilepsy Ireland.
0 / 20
Not cited on any priority query. Top citations dominated by regulators and advocacy bodies.
0 / 20
Triggered AIOs lean on HPRA + gov.ie. Oleo absent.
The opportunity: the territory is empty. A 90-day GEO play (schema + condition pillars + entity validation + earned media + Wikipedia neutral edits) can flip this before MCAP eligibility expansion brings new entrants.
| # | Item | Effort | Lift |
|---|---|---|---|
| 1 | Fix /about route 404 with redirect to /pages/about | 15 min | SEO + UX |
| 2 | Organization + MedicalBusiness JSON-LD on home | 1 hr | AI visibility |
| 3 | MedicalWebPage schema on existing condition mentions | 1 hr | AI visibility |
| 4 | FAQPage schema on patient-question pages | 30 min | AI visibility |
| 5 | Surface Richard on home with photo, role, LinkedIn link | 1 hr | E-E-A-T trust |
| 6 | Link "Trusted by Irish Government for MCAP" to HPRA register | 15 min | Trust signal |
| 7 | Meta descriptions on top pages | 30 min | SEO + AI |
| 8 | NAP block to footer (after address confirmation) | 30 min | Trust + entity resolution |
| 9 | Split nav: Patients / Prescribers / About | 4 hr | Conversion + regulatory clarity |
| 10 | Replace stock hero image with real Oleo product photo | 2 hr | Trust + brand |
| 11 | Claim or correct GMB (category: Medical equipment supplier) | 1 hr | Knowledge Panel anchor |
| 12 | Submit sitemap to Google Search Console + Bing Webmaster | 15 min | Indexing |
Total: ~14 hours of work. Realistic 2-week elapsed at 1-2 hr/day with content-asset bottleneck (real photos, NAP confirmation).