# What each industry plugin asks

> The 18 checks measure how a site is built, and every site is measured by the same ones. These ask something else: what a site of this particular kind owes an agent. A shop owes a price an agent can read. A publisher owes a byline and a date. They sit beside the score and never inside it, which is what keeps those checks comparable across every site and every date.

## What this shop owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent could actually buy from you.

Suggested for 2 kinds of site. 8 questions, 5 we can write for you.

- **An agent can tell what the product is** (We can write this): Without a Product block in the served HTML, an agent reading this page finds a heading and some prose. It cannot tell there is anything for sale.
- **An agent can read the price** (We can write this): A price an agent cannot parse is a price it cannot compare, and a product it cannot compare is one it does not put forward.
- **An agent can tell whether it can be bought** (We can write this): Sending somebody to a sold-out page is the mistake an agent is punished hardest for, so most will not risk a product that does not say.
- **An agent knows where to buy it** (We can write this): The offer has to name its own URL. The page an agent arrived on is not always the page that sells the thing.
- **An agent can match this product elsewhere** (We can write this): A GTIN, MPN or SKU is what tells an agent your listing and the one on the next site are the same product. A name is not enough: yours reads “Silicone Case”, theirs reads “Case, Silicone (Black)”.
- **An agent can work out the delivered cost** (Only you can supply this): Without shipping details the only number an agent has is the one before postage, so it either guesses your total or moves on to a shop that says.
- **An agent can see the returns policy** (Only you can supply this): Increasingly what an agent filters on before it recommends anything at all. It is a policy you decide, not a fact we can read off the page.
- **An agent can rank you against the alternatives** (Only you can supply this): How you place against the other three results an agent is holding. A product with no rating loses to one with a mediocre rating, because the agent has nothing to weigh.

## What this publisher owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent answering somebody's question could cite you, and cite you correctly.

Suggested for 4 kinds of site. 7 questions, 6 we can write for you.

- **An agent can tell this is a work, not just a page** (We can write this): Without an Article block an agent has prose on a URL. Prose gets paraphrased; a work with an origin gets cited.
- **An agent can say who wrote it** (We can write this): An answer that names an author is one a reader can weigh. One that cannot name anybody tends not to name the source at all.
- **An agent knows when it was published** (We can write this): An undated page is a page an agent cannot place in time, and it will reach for one it can.
- **An agent knows whether it still holds** (We can write this): The one that decides whether something written two years ago is still quoted today. Without a modified date an agent treats the page as frozen at publication, and stale loses to current every time.
- **An agent knows which URL to cite** (We can write this): Without it a citation can land on a syndicated copy, an AMP page, or your own URL with somebody's tracking parameters attached, and the readers arrive there instead of here.
- **An agent knows who stands behind it** (We can write this): The name that appears beside the claim when an agent attributes it. Left out, the attribution is to a domain rather than to you.
- **An agent knows whether it may read the whole thing** (Only you can supply this): Whether this is free to read is something only you can declare. An agent that assumes a paywalled piece is open summarises what it never saw; one that assumes a free piece is paid skips you entirely.

## What this practice owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked who could do this work could name you.

Suggested for 2 kinds of site. 6 questions, 3 we can write for you.

- **An agent can say who this is** (We can write this): Without a Person or Organization in the served HTML there is a page of work with nobody attached to it, and an agent has nothing to put a name to.
- **An agent can say what you do** (We can write this): “Who can build me an X” is matched against what you say you do, not against what you have made. Left unsaid, an agent has to infer it from prose and usually will not risk it.
- **An agent knows you are the same person it saw elsewhere** (We can write this): An agent that has seen your repository, your talk and this page is holding three strangers until something says they are one. It is the problem a product barcode solves, for a person.
- **An agent can produce a way to reach you** (Only you can supply this): This is what finishes the job. An agent can recommend you all it likes; if it cannot hand over a way to get in touch, whoever asked has to start again.
- **An agent knows where you work** (Only you can supply this): “Remote”, “Montevideo”, “EU only” decide half the matches an agent makes. Publishing it is a choice about your own exposure, which is why it is yours and not ours.
- **An agent can see what you have earned** (Only you can supply this): Degrees, awards, the roles you have held. We will never generate one of these: a credential we wrote for you is a qualification we invented.

## How this site travels

Beyond the checks every site is measured by. These do not move your score, and they are deliberately not the ones the engine already makes about your tags. These are the questions a check on a single page cannot answer.

Offered to every site. 4 questions, none we can write for you.

- **The image a preview would show actually resolves** (Only you can supply this): Declared and broken is worse than absent: the card renders empty everywhere it appears, and nothing on your own site ever tells you. Usually a relative path that only your own pages can resolve.
- **A share and a citation point at the same page** (Only you can supply this): When og:url and the canonical disagree, one page becomes two: shares accumulate against one and citations against the other, and every count that follows is halved.
- **A share is credited to an account** (Only you can supply this): Without twitter:site or twitter:creator the card carries your words under nobody's name, and whoever sees it has no account to follow.
- **The accounts you name are named in structured data** (Only you can supply this): A footer link is a link. sameAs is a claim that the account is yours, which is what lets an agent move from this page to the profile and know it is still you.

## What this place owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked for a place like yours could send somebody through your door.

Suggested for 4 kinds of site. 6 questions, 1 we can write for you.

- **An agent can say what kind of place this is** (We can write this): Without a LocalBusiness in the served HTML, the place is prose. An agent looking for a dentist or a table nearby queries types, and a page without one is not in the answer.
- **An agent knows where you are** (Only you can supply this): The fact the whole category turns on, and the one we will never write: an address we guessed sends a person to the wrong door, in person.
- **An agent knows when you are open** (Only you can supply this): Half of what anyone asks about a place is whether it is open now. Your hours are yours to declare; invented ones strand somebody outside a closed door.
- **An agent can produce a way to act** (Only you can supply this): A recommendation ends with a call, a booking or a message. If the block cannot hand one over, the person asking starts again somewhere else.
- **An agent can put you on a map** (Only you can supply this): Coordinates are the difference between somewhere in town and a pin a navigation app accepts.
- **An agent can see what there is to come for** (Only you can supply this): A menu, rooms, services, a price range: what your kind of place offers, declared. Which one depends on the place; that any is declared does not.

## What this product owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent asked how to use you, or what you cost, finds a door instead of a wall.

Suggested for 2 kinds of site. 5 questions, 1 we can write for you.

- **An agent can say what this is** (We can write this): A SoftwareApplication with a name is the difference between your product and a hero paragraph. It is what a question about you gets matched against.
- **An agent can reach your documentation** (Only you can supply this): Nearly every answer about your product walks through this one door. It is navigation, not markup: no block we generate can add it.
- **An agent can answer what this costs** (Only you can supply this): Among the first questions anyone asks, and the one lie worse than silence. We check that you declare it; we will never write a price for you.
- **An agent can see what changed** (Only you can supply this): Models answer from memories of your product. A dated changelog is how an agent corrects for the version that no longer exists.
- **An agent can hand off to a person** (Only you can supply this): The answer that is not enough needs somewhere to go, and support is the door conversations end through.

## What this organization owes an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent repeating your name means you, and whether asking to contact you lands at the right door.

Suggested for 5 kinds of site. 6 questions, 3 we can write for you.

- **An agent can say who this is** (We can write this): An Organization node with a name makes you an entity an agent can refer to, rather than a banner it has to read.
- **An agent can say who you legally are** (Only you can supply this): What separates you from a lookalike wearing your colours. Never generated: a legal identity we inferred would be a claim about your legal existence.
- **An agent can route a person to the right door** (Only you can supply this): Asking an agent to contact you should not resolve to a marketing inbox when the question was about fraud. A typed contact point says which door is which.
- **An agent knows which accounts are yours** (We can write this): Every profile wearing your name is a candidate; sameAs is the declaration that settles it, and what makes impersonation cheap to detect.
- **An agent can put a face beside the name** (We can write this): Knowledge panels and answer cards look for a declared logo, and guess when there is none.
- **An agent can read who you are in full** (Only you can supply this): The page that says it completely, reachable from the front door. Navigation, not markup: no block can add it.

## What these listings owe an agent

Beyond the checks every site is measured by. These do not move your score; they answer a different question: whether an agent querying for what you list (a job, a flat, a seat, a car) would find yours at all.

Suggested for 7 kinds of site. 5 questions, 2 we can write for you.

- **An agent can say what this listing is** (We can write this): A typed listing is in the result set; a rendered card is not, however good it looks. Types are what queries are made of.
- **An agent can read the fields its kind is queried by** (Only you can supply this): A job without an employer, an event without a date, a flat without an address is not findable as what it is. These are the offer's own terms, and only you can state them.
- **An agent can read what it costs or pays** (Only you can supply this): Price and salary are the filters most queries carry. A value we invented would be your offer rewritten by us, so we check for yours and write nothing.
- **An agent can tell it still exists** (Only you can supply this): Listings expire. Where its kind carries dates, they must parse: 03/04/25 is two different days depending on who reads it.
- **An agent cites this copy, not a syndicated one** (We can write this): Portals syndicate listings. Without a canonical, an agent cites whichever copy it met first, and the readers land there instead of here.

A decision about your business is not a fact on your page, and we will never invent one.

- [What AX Rush measures](https://axrush.com/about)

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Markdown representation of https://axrush.com/about/plugins