Skip to content
PYC HUB

McFarlane — Swindon Estate Agent Digital Visibility Score

Digital Visibility Score: 71 / 100 · Rank 3 of 8

Digital Visibility Score71/100Rank 3 of 8 · top 29%Critical problem1Search engines are being told not to index this siteOne page from the first1Closest: best estate agents Swindon at #11Furthest behind-6Technical: 88 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 & CWV7263+9
Technical8894−6
Local presence9493.5+0.5
Visibility3737.5−0.5
AI search presence4010+30
Content & trust8780.5+6.5
Pillar performance against the sector median. Bars right of centre are above the median, left are below.
Speed & CWV+9
Technical-6
Local presence+0.5
Visibility-0.5
AI search presence+30
Content & trust+6.5

Problems found

Section titled “Problems found”
1 critical problem found. These are specific, checkable faults on the site — not opinions about it.
  • CriticalSearch engines are being told not to index this siteThe site’s own robots.txt disallows crawling. Until that changes, nothing else on this page can help — the pages cannot enter the index in the first place.
  • Worth knowingThe site has not changed in a long timeThe homepage last reported a change 3.4 years ago.

Where this firm ranks

Section titled “Where this firm ranks”
Ranks for 5 of 12 keywords, average position 5.6, in the local 3-pack for 0 keywords.
KeywordPosition
estate agents Swindon#4
best estate agents Swindon#11
top estate agents Swindon#6
letting agents Swindonnot in top 100
sell my house Swindonnot in top 100
house valuation Swindonnot in top 100
property for sale Swindonnot in top 100
estate agent fees Swindon#3
rental properties Swindonnot in top 100
estate agents Old Town#4
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 & CWV72
Technical88
Local presence94
Visibility37
AI search presence40
Content & trust87

this firm sector median leader

McFarlane trails Richard James by 80 points across 3 pillars, but 85% of that is AI search presence and Visibility alone. It already matches or beats the leader on Speed & CWV, Local presence, Content & trust.

Closest to the first page

Section titled “Closest to the first page”
Ranked between #11 and #20 — one page from the first, ordered by how close.
best estate agents Swindon#11

1 position sits between #11 and #20 — one page away, and the cheapest ranking work available to this firm.

AI search presence

Section titled “AI search presence”
Named in 2 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 Swindonnamed
✗I am looking for an estate agent in Swindon - who should I contact?
✓Best estate agents in Old Town, Swindoncited by domain

Local presence

Section titled “Local presence”
Google Business Profile.
Rating4.53 / 5
Reviews477
Locations2
Reviews in last 90 days16
Address matches websiteyes

Lab speed against real users

Section titled “Lab speed against real users”
Largest Contentful Paint measured two ways: one throttled lab run, against 28 days of real Chrome users.
Lab (Lighthouse, mobile)14.8sone throttled load on a datacentre machine
Field (real users)1.9s75th percentile of actual Chrome visitors over 28 days

The lab figure is 7.7× the real-user figure. Both agree the site is performing acceptably for real visitors.

What customers talk about

Section titled “What customers talk about”
Themes Google extracted from this business’s reviews, by how often customers raise them. Not scored — this is what people say, not how findable the business is.
  • helpful staff102
  • helpfulness23
  • efficient staff19
  • quick responses18
  • letting agent14
  • property viewing12
  • finding a flat11
  • property rental9
  • sales progressor3
  • referencing process2

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 & trust87about page: yes · people introduced: yes · credentials: yes · blog or news: yes · homepage: 4,068 words · last changed: 1245 days ago
Visibility37ranks for 5 of 12 keywords · average position 5.6 · local 3-pack: 0
Local presence94477 reviews · rated 4.53 · 16 new in 90 days
Technical88HTTPS: yes · page allows indexing: yes · robots.txt allows crawling: no · sitemap: yes · structured data: yes

Key findings

Section titled “Key findings”
  • No pillar falls materially below the sector median this quarter.

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 (40 vs 80); Visibility (37 vs 65); Technical (88 vs 100).

Top fixes (ranked by impact)

Section titled “Top fixes (ranked by impact)”
  1. Build local landing pages for the core keyword basket to lift organic and local-pack appearance.
  2. Publish structured, citable content and entity schema so AI engines surface the business for core local queries.
  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 McFarlane in this ranking, beyond the two either side.
FirmRankScoreWhy it is here
Richard James#177/1002 places above you
Chappells#562/1002 places below you
Connells Swindon Old Town#660/1003 places below you
Taylors Swindon#760/1004 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)LCP 1928ms · INP 119ms · CLS 0.03 · passes Core Web Vitals
Lighthouse (lab, mobile)Performance 56 · accessibility 85 · best practices 100 · SEO 92 — biggest losses: Links do not have a discernible name; Heading elements are not in a sequentially-descending order; Duplicated JavaScript
Google profile detail216 photos · claimed · has a description · hours listed · 52 of 321 reviews are one star
Backlinks389 referring domains · 1289 links · rank 308
Site structure25 pages crawled · 44.9 internal links per page · reachable in: about 1 click, team 1 click · 2% of links use a generic anchor
Sitemap41 URLs listed · declared in robots.txt · newest entry 1 day old · 5 of 5 sampled URLs resolve

Where to get this fixed

Section titled “Where to get this fixed”

McFarlane’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.