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Chappells — Swindon Estate Agent Digital Visibility Score

Digital Visibility Score: 62 / 100 · Rank 5 of 8

Digital Visibility Score62/100Rank 5 of 8Problems found1No structured data on the homepageFurthest behind-19Technical: 75 against a sector median of 94

Measured 3 October 2026 via the PYC Swindon Estate Agent Digital Visibility Index. Every figure is objective and reproducible from the methodology. Spotted an error? Request a correction.

Pillar breakdown vs sector median

Section titled “Pillar breakdown vs sector median”
Each pillar scored 0–100 against the sector median for this index. The final column is this firm's distance from that median.
PillarScoreMedianvs median
Speed & CWV6263−1
Technical7594−19
Local presence9493.5+0.5
Visibility3837.5+0.5
AI search presence010−10
Content & trust10080.5+19.5
Pillar performance against the sector median. Bars right of centre are above the median, left are below.
Speed & CWV-1
Technical-19
Local presence+0.5
Visibility+0.5
AI search presence-10
Content & trust+19.5

Problems found

Section titled “Problems found”
These are specific, checkable faults on the site — not opinions about it.
  • Worth fixingNo structured data on the homepageNothing tells a search engine or an assistant what this business is, where it is, or what it does — in machine-readable terms.

Where this firm ranks

Section titled “Where this firm ranks”
Ranks for 6 of 12 keywords, average position 23, in the local 3-pack for 8 keywords.
KeywordPosition
estate agents Swindon#8
best estate agents Swindon#9
top estate agents Swindon#10
letting agents Swindonnot in top 100
sell my house Swindonnot in top 100
house valuation Swindon#8
property for sale Swindonnot in top 100
estate agent fees Swindon#37
rental properties Swindonnot in top 100
estate agents Old Town#66
estate agents Wroughtonnot in top 100
letting agents Old Townnot in top 100

The gap to the leader

Section titled “The gap to the leader”
This firm against the sector median and the index leader, Richard James, on every pillar.
Speed & CWV62
Technical75
Local presence94
Visibility38
AI search presence0
Content & trust100

this firm sector median leader

Chappells trails Richard James by 132 points across 3 pillars, but 81% of that is AI search presence and Visibility alone. It already matches or beats the leader on Speed & CWV, Local presence, Content & trust.

AI search presence

Section titled “AI search presence”
Named in 0 of 5 AI answers. A domain citation is stronger evidence than a name mention.
✗Who are the best estate agents in Swindon?
✗Which estate agent in Swindon would you recommend for selling a house?
✗Top rated letting agents in Swindon
✗I am looking for an estate agent in Swindon - who should I contact?
✗Best estate agents in Old Town, Swindon

Local presence

Section titled “Local presence”
Google Business Profile.
Rating4.8 / 5
Reviews247
Locations1
Reviews in last 90 days15
Address matches websiteyes

Why this score

Section titled “Why this score”
What each score is made of. Every input here is in the open dataset, so the arithmetic can be checked rather than taken on trust.
PillarScoreMade up of
Content & trust100about page: yes · people introduced: yes · credentials: yes · blog or news: yes · homepage: 993 words
Visibility38ranks for 6 of 12 keywords · average position 23 · local 3-pack: 8
Local presence94247 reviews · rated 4.8 · 15 new in 90 days
Technical75HTTPS: yes · page allows indexing: yes · robots.txt allows crawling: yes · sitemap: yes · structured data: no

Key findings

Section titled “Key findings”
  • Technical: 75/100, below the sector median of 94.
  • AI search presence: 0/100, below the sector median of 10.

How this compares to the leader

Section titled “How this compares to the leader”

Richard James leads the index with 77/100. The largest gaps are: AI search presence (0 vs 80); Visibility (38 vs 65); Technical (75 vs 100).

Top fixes (ranked by impact)

Section titled “Top fixes (ranked by impact)”
  1. Publish structured, citable content and entity schema so AI engines surface the business for core local queries.
  2. Build local landing pages for the core keyword basket to lift organic and local-pack appearance.
  3. Cut mobile LCP below 2.5s (optimise images and remove render-blocking resources) — the biggest score and ranking lever.

Firms ranked near this one

Section titled “Firms ranked near this one”
The firms nearest Chappells in this ranking, beyond the two either side.
FirmRankScoreWhy it is here
McFarlane#371/1002 places above you
Taylors Swindon#760/1002 places below you
Charles Harding#276/1003 places above you
Atwell Martin Swindon#849/1003 places below you

Context (not scored)

Section titled “Context (not scored)”
Recorded alongside the measurement to make it easier to judge, but carrying no weight in the Digital Visibility Score. See the methodology.
Companies HouseNo confident match on the registered name
Real-user speed (CrUX)Too little traffic to appear in Chrome’s public dataset
Lighthouse (lab, mobile)Performance 46 · accessibility 87 · best practices 92 · SEO 85 — biggest losses: Render-blocking requests; Network dependency tree; Links do not have descriptive text
Backlinks15146 referring domains · 36840325 links · rank 576 · 513 broken
Site structure25 pages crawled · 46.9 internal links per page · reachable in: contact 1 click, about 1 click, team 1 click · 2% of links use a generic anchor
Sitemap251 URLs listed · declared in robots.txt · newest entry 0 days old · 5 of 5 sampled URLs resolve

Where to get this fixed

Section titled “Where to get this fixed”

Chappells’s lowest-scoring pillars among those we publish remediation guidance for:

How this is measured: see the index methodology, and the statistical methods behind each pillar. This index is published by PYC; if you want this score moved, start here.