The site is invisible to AI right now. Here's why, and the order I'd fix it.
I scored the site against a 100-point AI visibility framework. It came back at 6/100, grade F. That sounds harsh, but the fixes are mostly hygiene. Most of this is a weekend of work, not a rebuild.
The top-line verdict
The site is a single static HTML page on Hostinger (not Shopify like we thought). Every product page, About, Contact, sitemap and robots.txt return the same Hostinger 404. There's no schema. The contact form silently drops every message. The brand "NHI" is showing on your flagship Amazon listing instead of ChillSwift. So even when AI engines do look, they can't find you, and when they find your Amazon listing they file it under a different brand.
The biggest assumption we got wrong
The site has actually moved CMS three times in 2025, not once. PrestaShop until Oct 2023, then Shopify until Feb 2025, then WordPress until May 2025, then collapsed to the current hand-coded HTML. The April 2025 rankings cliff matches the WordPress to static switch. Each move broke the URL chain from the previous one.
Evidence in Wayback shows /author/mondaynomore/, /category/blog/, /cooldogvest/ URL patterns from the WordPress era. None of them redirect anywhere now. They just 404. Some are still being cited by AI engines.
The 12 fixes, in priority order
| # | Fix | Why it matters | Effort |
|---|---|---|---|
| 1 | Fix or kill the contact form | Currently it pretends to send messages and drops every one. JavaScript setTimeout fakes a success message. No emails reach you. | 30 min |
| 2 | Replace fake address | "123 Cool Street, Chill City, CC 12345" is a trust assassin. Amazon Brand Registry audits flag this. | 5 min |
| 3 | Replace fake stats | "50K+ Happy Customers", "4.8 rating", "100% Guarantee" are all unsubstantiated. Use real Amazon review aggregate or remove. | 15 min |
| 4 | Build real robots.txt + sitemap.xml | Both return 404. Without these, crawlers have no map of your site. | 30 min |
| 5 | Submit disavow.txt to Search Console | The 80+ spam domains file is ready. See the disavow ring. | 10 min |
| 6 | 301 redirect 6 high-value dead URLs | /products/ultralight-ice-cooling-vest is still cited by AI but 404s. Fix recovers cited ground. | 20 min |
| 7 | Fix Amazon brand-field "NHI" to "CHILLSWIFT" | On B07BNCJ1SJ via Brand Registry 2.0. Until fixed, AI engines attribute the product to a different brand. | Rob's call |
| 8 | Kill prelaunch.chillswift.com DNS record | Dead subdomain, every path 404s on Hostinger. No equity to preserve. | 5 min |
| 9 | Add Organization + Product schema | 30 min of work moves Schema score from 0 to 6-8 of 15. | 30 min |
| 10 | Add meta description, canonical, og:image | 15-min fix lifts every AI and social preview. | 15 min |
| 11 | Replace Pexels stock "team photo" | Real team photo or remove the team block. Stock photo with a brand-trust claim is a Rule 13 AI-slop tell. | 5 min |
| 12 | Rename chill swift logo.png | Kill the space, use chillswift-logo.png. Spaces in filenames hurt CDN cache and URL encoding. | 2 min |
Items 1 to 3 are credibility blockers. Any backlink outreach or PR work is dead in the water until those three are clean. Items 4 to 7 are the highest-leverage SEO and AI fixes available on the current page. Items 8 to 12 are quick hygiene.
The AI visibility breakdown
The 100-point framework scores 9 categories. Here's where the 6 points come from and where the 94 missing points sit.
| Category | Max | You | The gap |
|---|---|---|---|
| Knowledge Graph | 15 | 1 | No Wikidata, no Wikipedia. AI engines only know "ChillSwift" via the Amazon listing (filed under "NHI") |
| Schema | 15 | 0 | Zero structured data on the live page |
| Content Citability | 15 | 1 | Single page of marketing copy. No FAQs, how-tos, comparisons, statistics |
| AI-Weighted Backlinks | 10 | 1 | 150 of 155 backlinks are spam. Only 2 legit links (your own PrestaShop forum posts) |
| AI Platform Citations | 15 | 0 | 0 generic-query citations on ChatGPT, Perplexity, Gemini, Copilot, Grok |
| Trust List | 10 | 0 | No BBB, no Trustpilot. Fake address + fake stats are active red flags |
| Entity Linker | 10 | 1 | Trademark + Amazon Brand Registry 2.0 exist, but the "NHI" mismatch breaks the entity link |
| Sourcing Layer | 5 | 1 | No press, no expert quotes, no studies. 1 point for real Amazon reviews |
| Geographic Accuracy | 5 | 1 | Fake address. US implied by .com + USD pricing |
| TOTAL | 100 | 6 | Grade F |
One quiet bombshell
The query "chillswift vs ezcooldown cooling vest comparison" in AI engines surfaces a 404 URL from your old Shopify site as a cited source: /products/ultralight-ice-cooling-vest. AI engines are still pulling and citing a dead URL because the 301 chain from Shopify to WordPress to static never existed. Fixing that single redirect recovers a piece of cited ground for free.
What this audit did NOT cover
- Direct ChatGPT / Perplexity / Claude API probe (Semrush already shows 0 on those engines; this pass focused on Google AI Overview)
- Lighthouse / PageSpeed Insights scores (Google API quota was exhausted on audit day; rerun on a fresh day)
- DataForSEO competitor backlink intersection (deferred to a deeper pass)
- Amazon review text-mining for the suspected fake "buy theirs" review (needs your screenshot)
- Mobile rendering screenshots (no headless browser run this pass)