London Photographers' AI Visibility: 56/100

AI assistants like ChatGPT and Perplexity are becoming a common way for people to find local services. For a London photographer, being recommended by these tools can mean the difference between a new enquiry and being overlooked. The CrawlReady barometer analysed 15 London photographer websites to measure their AI visibility. The results show an average score of 56/100, while the median score is 47/100—a typical site sits around that level. More concerning, 53% of analysed sites are nearly invisible, with a score below 50. This article breaks down the most frequent gaps and what they mean in practice.

The three most common gaps on London photographer sites

Three issues appear most often in the scans: LOCAL_CITY_MISSING, LOCAL_NO_JSONLD_LOCALBUSINESS, and STRUCTURE_H1_MISSING. Each of these makes it harder for AI to understand the site's local relevance.

LOCAL_CITY_MISSING means the site does not clearly mention London in key places such as the page title, headings, meta description, or main content. AI needs explicit textual signals to connect a business with a location. Without the city name, an assistant may not recognise that the photographer serves London, even if the address appears elsewhere on the page or as an image.

LOCAL_NO_JSONLD_LOCALBUSINESS indicates that structured data in JSON-LD format is missing. This is a small piece of code that tells search engines and AI assistants exactly what the business is: name, address, service area, type of business, and more. It acts like a digital business card that machines can read easily. Without it, AI must guess or rely on less reliable signals.

STRUCTURE_H1_MISSING means the page lacks a proper H1 heading. The H1 is the main title of a page and helps AI understand what the page is about. For a photographer, an H1 like 'Professional Photographer in London' would clearly state both the service and the location. Missing H1 makes the page's topic less obvious.

Each of these gaps may seem small, but together they create a confusing picture. AI assistants rely on clear, machine-readable signals to decide which businesses to mention. When several signals are missing or inconsistent, the assistant may simply choose another photographer whose site is easier to understand. For a local business, that means lost opportunities without any obvious error on the page.

When someone asks ChatGPT or Perplexity 'recommend a London photographer', these gaps can result in the site being ignored or not understood as a local option.

What these scores tell us

The barometer found an average score of 56/100. That means the typical London photographer website is only partially optimised for AI visibility. The median score of 47/100 indicates that a typical site sits around that level, below the average. Additionally, 53% of sites have a score below 50, meaning they are nearly invisible to AI assistants.

The average score gives an overall picture, while the median shows the value at the middle of the distribution. With a median of 47/100, a typical site is not far above the threshold for near-invisibility. This suggests that many sites are clustered around that lower score.

How to improve AI visibility

Fixing these three issues is a good starting point. First, make sure the word 'London' appears naturally in page titles, headings, meta descriptions, and the main text of your homepage and key service pages. Second, add JSON-LD structured data for LocalBusiness, including your business name, address, service area, and type. Many website platforms offer plugins or built-in fields for this. Third, check that every important page has one clear H1 heading that includes the main service and location. These are not advanced techniques; they are foundational elements that many websites overlook. These changes do not guarantee a specific position, but they help AI assistants correctly identify and understand your business, which is essential for being considered in local recommendations.

If you're a London photographer, seeing how your own site scores is the first step to improving your AI visibility. Test your website for free and get a detailed breakdown of your strengths and gaps.

Source : Baromètre CrawlReady, 15 sites analysés

How these figures are calculated · ← Back to the blog

Source: CrawlReady AI Visibility Barometer — Free to quote with a link to this page.