/ Findability Audit
AFTRR
An Australian hydration brand that was invisible in both Google and AI assistants.
Client
AFTRR is an Australian hydration and recovery brand selling a coconut water based powder in a refillable Japanese canister.
The brief
A full review of the site for search and AI visibility ahead of scaling paid spend.
What I found
- The homepage title tag was the single word "AFTRR", and six pages had no meta description at all. Google had no way to know the site sold hydration powder.
- Searching the exact domain returned nothing about the brand. Every result was AFTRS, the Australian Film, Television and Radio School. Language models resolve the name to the film school, so the brand was invisible inside AI assistants by default.
- A spelling error in a homepage heading, a footer social link that 404'd on all fourteen pages, and a stock library photo on the homepage of a brand whose entire argument is craft.
- Images being served at 3840px wide to mobile devices.
- The free shipping threshold was set at $100 while the two hero products were $85 and $49.95, so the offer did no work at all.
- Claim language on the site that needed a regulatory review before scaling paid spend.
What I delivered
A ten-section report, rewritten metadata for every page, five publish-ready articles, and an AI visibility assessment with a specific outreach target list.
What happened
Too early to report results. This section will be updated when they are in.
Quote
“I assumed we had a ranking problem. Dan showed me the site had never told Google or ChatGPT what we sell, then handed me the list to fix it, in order, with the metadata already rewritten. We actioned half of it the same week.”
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