Primi Digital
AI & Search Visibility Audit
Primi Digital
AI & Search Visibility Audit
A technically solid Midtown Irish pub that's already ahead of most neighbours on AI discoverability — with a handful of broken tags and missing signals standing between it and the top of the local set.
og:site_name="null", og:description="..."), there's no aggregateRating despite a 4.5–4.7 rating across platforms, the schema has a Sunday-hours data error, and the only H1 is visually hidden. None require redevelopment — they are corrections to data the platform already manages.
Strong across the board. The remaining points sit in structured-data completeness and on-page tag hygiene.
Scored out of 100 against the signals each engine weights. The real Restaurant schema does a lot of work here — the gaps are rating and answer-ready content.
| Engine | Score | Primary blocker | What unlocks it |
|---|---|---|---|
| Google AI Overviews | 62 | No AggregateRating or FAQ data; Sunday-hours error in schema | Add rating + FAQ schema, fix hours |
| ChatGPT Search | 76 | Rich HTML & menu text already work well | Mostly done — extend menu descriptions |
| Perplexity | 66 | Good on-site facts; off-site footprint still building | Grow review count & citations |
| Microsoft Copilot / Bing | 60 | No Speakable; broken OG tags hurt snippet | Fix OG tags + Bing Places |
| Google Gemini | 66 | Schema entity strong; sameAs links incomplete | Add sameAs to all profiles |
GEO Readiness (66) is the weighted average. M J Smith's already gives engines real data to work with — the upside is in completeness (ratings, FAQ, sameAs) and fixing the broken social tags, not in building from scratch.
Benchmarked against the cluster of Irish pubs competing for the same Grand Central / Midtown East foot traffic. Competitor scores are estimated from the same public on-page and schema signals.
M J Smith's already sits above the category average on both axes — the only venue in the set shipping a complete Restaurant schema. The work here is about extending a lead, not catching up: completing the rating/FAQ data would put meaningful daylight between it and every neighbour.
Verified directly against the live HTML, robots.txt, sitemap and structured-data output on 29 May 2026.
The homepage ships og:site_name="null", og:description="..." and twitter:description="..." — placeholder values that were never populated by the template.
Why it matters: these are the title/summary used when the page is shared on social, in messages, and by some AI engines building preview cards. Right now shares render with "null" and an ellipsis. Pure data fix.
The Restaurant schema has no aggregateRating, yet the venue carries 4.5–4.7 across Restaurant Guru (346 reviews), OverlookMaps and Yahoo Local.
Why it matters: review stars in schema drive rich snippets and feed AI "is it good?" answers. This is your best-performing asset, unreported.
The openingHoursSpecification lists Sunday as opens 00:00 / closes 00:00, which reads as "open all day Sunday" to a parser — contradicting the venue's actual Sunday closure.
Why it matters: incorrect hours in schema can surface wrong "Open now" states in Google and AI answers — a direct cause of frustrated walk-ups.
The single <h1> ("M J Smith's Food & Spirits - New York, NY") uses a visuallyhidden class. It exists for crawlers but isn't a visible page headline.
Why it matters: functional for SEO, but a visible, keyword-aligned H1 reinforces the topic for both users and AI extraction.
url lacks protocolThe meta description (~89 chars) is good but underuses the available space — no location keyword. The schema url is "mjsmithsnyc.com" without https://.
Why it matters: a fuller description with "Midtown / Grand Central" captures more intent; a fully-qualified URL avoids entity-resolution ambiguity.
Keyword-rich title, valid Restaurant schema (address, geo, phone, cuisine, hours), complete name-address-phone in the footer with tel: and email links, menu pages with prices in HTML, embedded reviews, Instagram link, and Google Analytics in place.
Build on it: this is a strong base most competitors lack — the fixes above compound on top of it.
Ordered by impact-to-effort. On SpotHopper most of these are settings/profile fields rather than code, but the target output is shown for clarity.
<meta property="og:site_name" content="M J Smith's Food & Spirits"> <meta property="og:description" content="Classic Irish pub fare, perfectly poured pints and warm hospitality on East 45th St, steps from Grand Central."> <meta name="twitter:description" content="Midtown's Irish pub on East 45th — pints, pub classics & private events near Grand Central.">
In SpotHopper these map to the site/SEO meta fields — replace the "null" / "..." placeholders.
"aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.5", "reviewCount": "71" }, "url": "https://mjsmithsnyc.com", "sameAs": [ "https://www.instagram.com/mjsmithsnyc", "https://www.facebook.com/mjsmithsfoodspirits/", "https://www.yelp.com/biz/m-j-smiths-food-and-spirits-new-york-3" ] // remove the Sunday 00:00–00:00 entry — list only Mon–Sat 11:00–02:00
Use a rating value/count you can verify on a live profile, and keep it current.
<script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "Does M J Smith's take reservations?", "acceptedAnswer": { "@type": "Answer", "text": "Yes — reserve online or call (646) 596-7497." } }, { "@type": "Question", "name": "What are M J Smith's hours?", "acceptedAnswer": { "@type": "Answer", "text": "Open Monday–Saturday, 11:00 AM to 2:00 AM. Closed Sunday." } } ] } </script>
M J Smith's — Irish Pub on East 45th, Midtown NYC.Findings were collected by fetching the live site and its robots.txt, sitemap.xml and rendered structured data, then scored against the on-page, schema, local-SEO and GEO/AEO criteria each major engine is known to weight. Competitor scores are directional estimates from the same public signals. No paid tools or private data were used.
Sources: mjsmithsnyc.com · Yelp · Restaurant Guru (4.7 / 346) · Tripadvisor