SEO and AI Search Visibility / 4 October 2026
Norfolk Small Business Websites - The Plan
How we are constructing a test to measure the SEO and AI search visibility of 50 small Norfolk businesses.
Jasper Sayer, Managing Director
The Aim
We want to understand how well small businesses in Norfolk are set up to be found online, both in Google and in AI search tools such as ChatGPT. To do this fairly, every business needs to be measured in the same way, so the plan for the test matters as much as the results.
How We Selected the Businesses
We split the test into five categories and selected 10 businesses per category, giving a pool of 50:
- Trades & Home Services - Plumbing, Electrical, Heating & Solar
- Hospitality & Tourism - Cafes, Attractions and Campsites
- Health, Wellbeing & Personal Care - Gyms, Physiotherapists and Opticians
- Professional & B2B Services - Solicitors, Accountants & Architects
- Retail - Furniture, Independent Car Dealers and Homeware Shops
We used an independent selection tool to choose the businesses, so the pool was not shaped by sites we already knew or had worked on. We aimed to select businesses from across the Norfolk area, including:
- Norwich
- Attleborough
- Wymondham
- Thetford
- King’s Lynn
- Great Yarmouth
- Dereham
- Swaffham
- Diss
- Cromer
- North Walsham
- Fakenham
- Aylsham
- Downham Market
- Watton
We focused the pool on smaller Norfolk businesses that are not part of a global chain. National and international brands usually have dedicated marketing teams and shared websites, which would not reflect the position most local businesses are in.
How the Test Works
Each of the 50 websites will be run through our own SEO and AI Search Audit Tool. The tool scores every site out of 100 in four fixed categories: technical SEO, local search visibility, on-page content, and mobile and accessibility. Because the categories and weightings never change, a cafe and a solicitor can be compared on equal terms.
Alongside the main score, each site receives a separate AI visibility check. This looks at whether AI crawlers are allowed in, whether the business is set up as a clear entity, and whether it appears when someone searches for its name or category.
Once every site has been audited, we will average the scores for each category and record the positives and negatives that appear most often in each sector. The results will be published in a follow-up post.
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