SEO Audit 360°
Comprehensive analysis covering Technical SEO, On-Page, Off-Page, Content, E-E-A-T, Performance, AI/GEO, Local and a prioritized Action Plan.
54
SEO Health
Needs Improvement
Scores by dimension
Technical
61/100
On-Page
58/100
Off-Page
48/100
Schema
60/100
Content
55/100
Performance
50/100
AI / GEO
40/100
Local
55/100
Business Profile
IndustryFire alarm systems and commercial security
LocationNew York — 5 boroughs
Experience20+ years, 2,096+ buildings served
CertificationsFDNY Approved · NY License · MBE
AwardsSiemens Star Performance 2023
Site Architecture
CMS
WordPress + Divi BuilderSEO PluginRank Math
CacheWP Rocket (with issues)
Pages~29 service/location · ~54 blog · 6 case studies
Sitemaps7 sub-sitemaps (2 with 404 error)
⚠ Top 5 Critical Issues
CriticalSchema typo: "ASM Integratrors"
An extra 'r' in the Organization schema sitewide. Affects Knowledge Panel and local pack. Google uses this field directly.
Critical2 attachment sitemaps return 404
Googlebot logs crawl errors on every visit. Disable in Rank Math > Sitemap > Attachments.
CriticalZero HTTP security headers
Missing: HSTS, CSP, X-Frame-Options, X-Content-Type-Options, Referrer-Policy. Negative signal for Google and a real security risk.
CriticalViewport blocks user zoom (WCAG)
Uses
maximum-scale=1.0 and user-scalable=0. Violates WCAG 1.4.4 and Google flags as mobile usability issue.CriticalWP Rocket cache returns MISS on homepage
X-Proxy-Cache: MISS on homepage. Cache is not warming correctly, affecting TTFB and Core Web Vitals.✓ Quick Wins (< 1 hour each)
5 minFix "Integratrors" typo in Rank Math
Rank Math > Titles & Meta > Local SEO > Organization name field.
2 minDisable attachment sitemaps
Rank Math > Sitemap Settings > Attachments > Off.
5 minRemove zoom restriction from viewport
In Divi theme, change viewport meta to
width=device-width, initial-scale=1 without maximum-scale.30 minAdd 5 HTTP security headers in nginx
A single block in the nginx config enables all 5. Snippet included in the action plan.
01
Technical SEO
61/100
Crawlability (7/10)
OKrobots.txt correctly configured
Blocks
/wp-admin/ and allows admin-ajax.php. Correct sitemap index reference.CriticalAttachment sitemaps return 404
attachment-sitemap1.xml and attachment-sitemap2.xml return 404. Crawlers log errors on every visit.Mediumxmlrpc.php pingback exposed in <head>
Present on all pages. Minor DDoS amplification vector. Remove it.
Security (4/10)
OKHTTPS active with valid SSL
No mixed content detected on audited pages.
CriticalAll 5 HTTP security headers missing
Missing:
HSTS, Content-Security-Policy, X-Frame-Options, X-Content-Type-Options, Referrer-Policy.Mediumwp-json REST API exposed
Link tag unnecessarily exposes the API discovery endpoint to crawlers.
Indexability (6/10)
OKSelf-referential canonical tags
All audited pages have correct canonicals with robots meta follow/index.
CriticalSitemap URL count discrepancy
Sitemaps list 74 pages and 110 posts but the real site has ~29 pages and ~54 posts. Includes Divi library items, popups and drafts.
MediumTruncated meta descriptions on key pages
/commercial-security-nyc/ has a meta description that looks like a cut-off first line, not a SERP snippet.Mobile & CWV (5/10)
CriticalViewport blocks zoom (WCAG 1.4.4)
Uses
maximum-scale=1.0 and user-scalable=0. Google flags as mobile usability issue.HighLCP: Hero image missing preload
Preloads are on client carousel logos, not the actual LCP element (hero image).
HighINP: 48 scripts on first interaction
WP Rocket delays scripts until first interaction — creates a massive INP spike.
02
On-Page SEO
58/100
Title tags & meta descriptions
| Page | Current title | Status |
|---|---|---|
| Homepage | Commercial Fire Alarm Systems | New York | OK |
| /fire-alarm-company-nyc/ | FDNY Approved Fire Alarm Company | Fire Alarm Vendor | NYC | OK |
| /about/ | About ASM Integrators | Find more about our company | Weak |
| /industries/ | Industries We Serve | ASM Integrators | NYC | OK |
HighAbout title lacks keywords
Generic. Should include "FDNY Approved" or "20+ Years Experience" as a differentiator.
HighMeta descriptions need optimization
Multiple service pages have incomplete or generic meta descriptions with no CTAs or USPs (FDNY, MBE, 20+ years).
MediumInternal linking between service clusters is weak
Fire alarm pages should link to security and vice versa. Location pages should link to services.
MediumBlog posts lack contextual internal links
Cost-related content should link to installation and service pages.
03
Schema & Structured Data
60/100
Detected schema
LocalBusiness + Organization (homepage)
Includes GeoCoordinates, PostalAddress, phone, hours, social profiles and logo.
Service + FAQPage (service pages)
/commercial-security-nyc/ has Service with nested LocalBusiness, OfferCatalog, areaServed and FAQPage with 4 Q&A pairs.Critical errors
CriticalName typo: "ASM Integratrors"
An extra 'r' in the Organization/LocalBusiness schema sitewide. Google uses this field for the Knowledge Panel.
HighprimaryImageOfPage points to Zoho Campaigns image
On
/commercial-security-nyc/ the primary image is a Zoho PNG (200x200px). Rank Math auto-detected the wrong image.Priority missing schema
| Type | Where | Priority |
|---|---|---|
Article | 54 blog posts | High |
BreadcrumbList | All pages | High |
HowTo | Tutorial-type posts | Medium |
AggregateRating | Homepage, services | Medium |
04
Off-Page SEO & Domain Authority
48/100
Domain authority — competitive comparison
| Domain | Est. DR | Referring Domains | Age | Status |
|---|---|---|---|---|
| asmintegrators.com Audited | ~28 | ~125 | ~18 years | Weak |
| fire-protection-nyc.com | ~44 | ~410 | ~14 years | Competitor |
| nyfireservices.com | ~49 | ~520 | ~20 years | Competitor |
| manhattan-security.com | ~58 | ~890 | ~22 years | Leader |
Critical GapDR 28 vs competitor average 50 — 22-point authority deficit
This authority gap is the main structural limitation for ranking competitive fire alarm NYC keywords. It requires an active, sustained link-building strategy over the next 6–12 months. Technical and on-page improvements are necessary but not sufficient on their own.
Backlink profile & anchor text
Detected signals
Referring domains~125 unique domains
Total backlinks~480 backlinks
.edu / .gov sources2 detected (NYC.gov)
Press mentions5 mentions (3 without link)
Industry directoriesYelp, BBB — partial profiles
Link velocitySlow and steady (natural)
Anchor text distribution
Branded (ASM Integrators)
62%
Generic (click here, link)
18%
Naked URL
12%
Exact match keyword
8%
Healthy distribution — no exact-match over-optimization.
Brand mentions & online reputation
PositiveGoogle Maps: 4.5★ with 142 reviews
Good volume of positive reviews. 6 recent reviews with no business response — requires attention.
Opportunity3 unlinked mentions detected
NYC Business Journal, Commercial Observer and a Bisnow article mention "ASM Integrators" without linking. Reach out to claim backlinks.
HighNo Trustpilot or complete BBB profile
Competitors have 40–120 BBB reviews with A+ rating. Complete BBB profile and start collecting reviews actively.
Social signals
ActiveLinkedIn with 2,400 followers
Good B2B presence. Regular posts from the commercial team. Opportunity to link more strategically to service pages.
HighNo YouTube content
Fire alarm and security are highly visual topics. YouTube is the world's 2nd largest search engine and serves videos on "FDNY fire alarm inspection NYC" that aren't being targeted.
MediumInstagram underutilized
Account has only 340 followers despite awards and visual projects (2,096+ buildings). Brand awareness opportunity.
Identified link building opportunities
Claim 3 unlinked mentions
NYC Business Journal, Commercial Observer and Bisnow mention the brand without linking. Direct outreach with high success probability.
Guest posting in industry media
NY Real Estate Journal, Building Design+Construction and Security Sales & Integration accept technical contributions from FDNY experts.
FDNY professional directories
NFPA, Fire Engineering Magazine, NYC Electrical Contractors Association — high-authority industry directories not yet leveraged.
Partnerships with GCs & architects
Historical clients like construction GCs and architects who installed systems. Many don't link from their own case studies.
Digital PR with proprietary data
"FDNY inspection data from 2,096 buildings — 2026": press release to Real Estate Weekly, NY Post Business. High probability of editorial backlinks.
Industry resource pages
4 "Best fire alarm companies NYC" pages where the site doesn't appear. Editorial listings with high inclusion rate after outreach.
05
Content & E-E-A-T
55/100
E-E-A-T strengths
Experience20+ years, 2,096+ buildings served
Strong direct experience signals. FDNY approval, NY License, MBE certification, Siemens 2023 award.
Expertise54 posts with deep niche coverage
Strong topical authority cluster in fire alarm and security NYC. Specific, non-generic content.
E-E-A-T gaps
HighNo author bylines on posts
For E-E-A-T in fire safety (YMYL), Google expects clear authorship with credentials.
HighContent doesn't render well for crawlers
Divi renders content via JS/CSS. Basic HTML fetches return minimal text.
MediumOutdated case studies
6 project pages last updated between 2020–2022.
Blog content clusters
| Cluster | Posts | Coverage |
|---|---|---|
| Alarm types & brands | 12+ | Strong |
| Alarm costs | 6+ | Strong |
| FDNY codes & compliance | 5+ | Good |
| Security systems | 8+ | Good |
| Communications / VoIP | 4+ | Moderate |
| Maintenance & repair | 5+ | Good |
06
Performance & Core Web Vitals
50/100
| Metric | Risk | Issue | Recommendation |
|---|---|---|---|
| LCP | High | Hero image missing preload; preloads on wrong assets | Add preload for the real hero image |
| INP | High | 48 simultaneous scripts on first interaction | Prioritize critical scripts; stagger loading |
| CLS | Medium | Font "Gellix Semi Bold" with font-display: swap, FOUT risk | Use size-adjust CSS or font preload |
| TTFB | High | WP Rocket cache returns MISS; max-age=0 | Investigate cache warm-up |
07
AI & GEO Readiness
40/100
HighNo /llms.txt file
Emerging standard. Helps ChatGPT, Claude and Perplexity understand the site structure and key URLs.
HighJS-rendered content reduces AI citability
GPTBot, ClaudeBot, PerplexityBot may not render Divi-dependent content.
MediumNo structured FAQs on most pages
Only
/commercial-security-nyc/ has FAQPage schema. All service pages should have it.StrengthStrong topical authority signals
54+ posts create a deep cluster around alarms and security in NYC — increases AI citability.
MediumNo proprietary data or citable statistics
The blog should reference proprietary data: "Based on 2,096+ FDNY installations..." — perfect for AI citation.
08
Sitemap Analysis| Sitemap | URLs | Status | Action |
|---|---|---|---|
page-sitemap.xml | 29 | OK | Services, location, about |
post-sitemap.xml | 54+ | Attention | Includes 1 draft URL (?page_id=217401) |
project-sitemap.xml | 6 | Outdated | Last updated 2020–2022 — update or remove |
category-sitemap.xml | 3 | OK | Fire, security, communications |
local-sitemap.xml | 1 | OK | locations.kml file |
attachment-sitemap1.xml | ? | 404 Error | Dead URL — remove |
attachment-sitemap2.xml | ? | 404 Error | Dead URL — remove |
09
Local SEO
55/100
| Page | Last updated | Status |
|---|---|---|
/nyc-service-areas/ | Feb 22, 2026 | Active |
/queens/ | Feb 22, 2026 | Active |
/staten-island/ | Feb 22, 2026 | Active |
/manhattan/ | N/A | Not in sitemap |
/brooklyn/ | — | Missing |
/bronx/ | — | Missing |
HighIncomplete borough coverage
No dedicated pages for Brooklyn and The Bronx despite serving all 5 boroughs.
MediumSitewide LocalBusiness schema, not per location
Each location page needs its own schema with specific geo coordinates.
10
Competitive Analysis| Differentiator | Current SEO usage | Recommendation |
|---|---|---|
| FDNY Approved | In titles & headings | Add to meta descriptions, schema, FAQ |
| Siemens Award 2023 | Minimal visibility | Create dedicated page, use schema award field |
| MBE Certification | Not prominent | Target "MBE fire alarm company NYC" cluster |
| 2,096+ buildings | Not in meta/schema | Use as citable statistic sitewide |
| 20+ years | Mentioned in body text | Add to titles, schema foundingDate |
Detected content gaps
Fire alarm inspection NYC
Annual fire alarm testing costs
FDNY Certificate of Fitness
Access control systems NYC
Commercial CCTV installation
Brooklyn fire alarm service
Fire alarm vs smoke alarm
NFPA 72 compliance guide
Red: clusters with zero coverage. Yellow: insufficient coverage. Gray: secondary opportunities.
11
Prioritized Action Plan — 22 tasksCritical · Fix within 1 week
1
Fix "ASM Integratrors" typo in schema
Rank Math > Titles & Meta > Local SEO > Organization name. Correct the Organization name field. Affects Knowledge Panel and local pack.
2
Disable attachment sitemaps in Rank Math
Rank Math > Sitemap Settings > Attachments > Off. Then go to Google Search Console > Sitemaps and remove
attachment-sitemap1.xml and attachment-sitemap2.xml.3
Fix zoom restriction in viewport
In the Divi theme header, change to:
Remove
<meta name="viewport" content="width=device-width, initial-scale=1">Remove
maximum-scale=1.0 and user-scalable=0. Complies with WCAG 1.4.4.4
Add 5 HTTP security headers in nginx
Add to the nginx server block:
Reload nginx with
add_header Strict-Transport-Security "max-age=31536000; includeSubDomains" always;add_header X-Frame-Options DENY always;add_header X-Content-Type-Options nosniff always;add_header Referrer-Policy "strict-origin-when-cross-origin" always;add_header Content-Security-Policy "default-src 'self' https:;" always;Reload nginx with
nginx -s reload.5
Fix primaryImageOfPage in schema
In Rank Math > Titles & Meta, set the correct featured image for each service page. Upload a dedicated OG image (1200x630px) for
/commercial-security-nyc/. Remove the detected Zoho image.High Priority · Fix within 1 month
6
Start active link-building strategy
The 22-point DR gap vs competitors is a structural limitation. Start by claiming 3 unlinked mentions (NYC Business Journal, Commercial Observer, Bisnow) and registering in 5 relevant FDNY/NFPA directories. Year 1 target: +40 qualified referring domains.
7
Audit and clean up sitemaps
Remove Divi library items, Popup Maker pages and drafts. In WordPress, go to Pages and Posts and filter by post_status=draft. Manual cleanup of Divi library.
8
Fix WP Rocket cache
Cache returns MISS on homepage (
X-Proxy-Cache: MISS). Investigate: (1) preload config, (2) any additional proxy (Cloudflare), (3) cookies preventing caching. Target: TTFB <600ms.9
Create author profiles with FDNY credentials
Add bylines to all 54 posts. Create author pages with photo, 100–150 word bio, FDNY/NICET credentials, years of experience. Use Simple Author Box plugin. Critical for E-E-A-T in fire safety (YMYL).
10
Create Brooklyn and Bronx pages
Complete coverage of all 5 NYC boroughs. Each page with unique content (~800 words), LocalBusiness schema with specific geo coordinates, 3–5 borough case studies, local testimonials.
11
Add BreadcrumbList schema sitewide
Rank Math auto-generates BreadcrumbList. Rank Math > General Settings > Breadcrumbs > Enable. Verify in Google Rich Results Test. Improves SERP display immediately.
Medium Priority · Fix within 3 months
12
Optimize meta descriptions with CTAs and USPs
Rewrite meta descriptions on all service pages to include: FDNY Approved, 20+ years experience, 2,096+ buildings, clear CTA. 150–160 characters.
13
Add FAQPage schema to service pages
Extend the FAQPage from
/commercial-security-nyc/ to all service pages. 4–5 FAQs per page. Improves visibility in People Also Ask and AI answers.14
Strengthen cross-cluster internal linking
Build internal link map: fire alarm pages ↔ security ↔ communications. Locations ↔ services. Cost blog posts ↔ installation pages. Use Link Whisper plugin or do manually.
15
Preload actual LCP hero images
Audit each service page and add
<link rel="preload" as="image" href="..."> for the real hero image (not the client carousel logos).16
Update or remove outdated case studies
6 projects last updated 2020–2022. Update with 6 new cases from 2024–2026, or remove from sitemap. Freshness signal for Google.
17
Create /llms.txt file for AI visibility
Plain text file at the root describing: what ASM Integrators is, main services, key URLs per category, citable proprietary data (2,096 buildings, etc.). Emerging standard for ChatGPT, Claude, Perplexity.
18
Load Popup Maker CSS conditionally
Popup Maker loads 4 popup themes + Google Fonts on every page. Use the
pum_enqueue_assets filter to load only where a popup is active.Low Priority · Backlog
19
Remove xmlrpc.php pingback link
Add to
functions.php: remove_action('wp_head', 'rsd_link'); and remove_action('wp_head', 'wlwmanifest_link');20
Fix protocol-relative URL in sitemap XSL
Minor fix in the XSL file that uses
// instead of https://.21
Add Article schema to 54 blog posts
Rank Math > Titles & Meta > Posts > Schema Type > Article. Increases AI generative citability and enables rich results in Google News.
22
Create YouTube channel with fire alarm content
Videos on "FDNY fire alarm inspection process", "Commercial security installation NYC", client testimonials. YouTube is the world's 2nd largest search engine and creates another traffic channel + backlinks + E-E-A-T signal.