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theordinary.com scores 63/100 for AI Readiness

The Ordinary (theordinary.com) is a Beauty / Skincare site; Kuroma measured its AI Readiness at 63/100 (grade A), audited 20 Aug 2026. Its strongest area is Technical Optimization (71) and its weakest is Authority Signals (54); the biggest single gap is Structured Data Quality at 9/100 (No JSON-LD structured data found). That places it in the top quartile of the 197 Beauty & Personal Care sites Kuroma has audited.

Audited URL: https://theordinary.com

63/100
Grade
A

The most points to recover are in E-E-A-T Signals: it scored 37/100 on a check worth 7% of the total, which takes 4.4 points off the overall score.

This audit is 25 days old. AI answers change between audits, so what AI search sees today may differ from this card.

Updated 25 days ago

Top 25% in Beauty & Personal Care Median 46 · Top quartile 51 · across 197 audited sites in Beauty & Personal Care

Is theordinary.com ready for AI search?

Largely yes: theordinary.com scores 63/100 (grade A). The remaining fixes are Make This Page’s Facts Extractable and Strengthen E-E-A-T Signals.

Category scores

On-Page Content 25% of the score 61
Technical Optimization 20% of the score 71
Authority Signals 25% of the score 54
AI Readiness 30% of the score 68

Top fixes, ranked by points recovered

Ranked by each check's share of the overall score times how far it fell short, so the biggest number is the biggest win, not the lowest score.

  1. Strengthen E-E-A-T Signals up to +4.4 pts

    On https://theordinary.com · Authority Signals → E-E-A-T Signals, scored 37/100

    • No author attribution found
    • Add author byline with name and credentials
    • Create detailed author bio pages
    • Include "About Us" with company history
  2. Make This Page’s Facts Extractable up to +4.1 pts

    On https://theordinary.com · On-Page Content → Structured Data Quality, scored 9/100

    • Turn any comparison or specification into a table with a header row — tables are the most extractable structure on a page
  3. Add External Citations & References up to +4.1 pts

    On https://theordinary.com · Authority Signals → External Citations & References, scored 55/100

    • Use citation language like "according to..." or "research shows..."
    • Add a references or sources section
  4. Improve Crawlability & AI Crawler Access up to +3.8 pts

    On https://theordinary.com · Technical Optimization → Crawlability & Accessibility, scored 71/100

    • Canonical URL does not match page URL
    • 138 of 413 links cannot be followed by a crawler
    • Crawl-delay directive may slow AI crawler indexing
    • Verify canonical tag points to the correct URL
    • Replace placeholder links (href="#", javascript:) with real URLs or remove them
    • robots.txt asks crawlers to wait 0.5s between requests, which limits how much of this site they reach
  5. Increase Citation-Worthy Content up to +3.8 pts

    On https://theordinary.com · AI Readiness → Citation-Worthiness, scored 50/100

    • Conduct original research or surveys
    • Include specific statistics with sources
    • Add expert quotes and interviews

All 19 scored checks

Every check the published rubric scores, with what this audit found on the page.

On-Page Content 25% of the score

  • Content Depth & Comprehensiveness Pass 100/100

    6.5% of the overall score

    Found: 3421 words, 108 paragraphs, 48 lists, 1 tables, 75 images (45 with alt text)

    • 30 images missing alt text (e.g. /on/demandware.static/Sites-deciem-global-Site/-/default/dwbb2855e0/images/brands-logo/theordinary.svg, /on/demandware.static/Sites-deciem-global-Site/-/default/dwb3f50ae6/images/brands-logo/theordinary_bla…
  • Question Coverage & FAQ Presence Partial 55/100

    6.5% of the overall score

    FAQ section found (no schema). 2 question headings. 0 questions detected in content

    • No FAQ schema markup detected
    • Few question-based headings
  • Structured Data Quality Fail 9/100

    4.5% of the overall score

    No JSON-LD structured data found

  • AI Readability Score Pass 80/100

    3% of the overall score

    Average 19 words/sentence. 26 long sentences. Has text formatting.

  • Heading Hierarchy Partial 64/100

    2.8% of the overall score

    H1: 0, H2: 19, H3: 11. Hierarchy issues.

    • Missing H1 heading
  • Media Accessibility Needs work 42/100

    1.8% of the overall score

    Measures whether images, video, and charts have text equivalents AI can read.

    • 30 of 75 content images have no alt text, so their content is invisible to AI search.
    • 13 images have alt text too short to describe what they show ("The Ordinary", "theordinary logo", "niod logo").
    • 37 images have no caption, so AI can't read the takeaway of a chart or diagram without one.
    • This page has 75 images but only ~3421 words, so your key information may be trapped in images that AI search can't read.

Technical Optimization 20% of the score

  • Schema Markup Completeness Needs work 40/100

    1% of the overall score

    0 valid schemas, has OpenGraph

  • Page Performance Indicators Pass 78/100

    2% of the overall score

    9 render-blocking resources. 2509 elements for 3421 words

  • Mobile Optimization Pass 75/100

    4% of the overall score

    Has viewport. 27 responsive images

  • Crawlability & Accessibility Partial 71/100

    13% of the overall score

    HTTPS enabled. Has canonical. Indexable. All scored AI crawlers allowed. 138 placeholder links

    • Canonical URL does not match page URL
    • 138 of 413 links cannot be followed by a crawler
    • Crawl-delay directive may slow AI crawler indexing

Authority Signals 25% of the score

  • E-E-A-T Signals Needs work 37/100

    7% of the overall score

    Experience: 0/10. Expertise: 13/25. Authority: 0/25. Trust: 20/25

    • No author attribution found
  • External Citations & References Partial 55/100

    9% of the overall score

    12 external links, 0 citation phrases, 38 statistics. No references section.

  • Trust & Brand Signals Partial 65/100

    9% of the overall score

    Present: About page, Privacy Policy, Legal notice, Contact, Social profiles (4)

AI Readiness 30% of the score

  • Answer Box Potential Partial 63/100

    7.2% of the overall score

    4 of 31 headings open a quotable passage, 0 definitions, 1 comparison structures

  • Citation-Worthiness Partial 50/100

    7.5% of the overall score

    0 original data indicators, 28 percentages, 0 quotes.

  • Content Freshness Pass 79/100

    5.7% of the overall score

    References current year. Last modified: 8/16/2026

  • Unique Value Proposition Partial 74/100

    5.1% of the overall score

    22 of 145 passages carry a figure, 5 set two figures against each other, 0 named versions or models.

  • AI Discoverability Not measured 74/100

    3% of the overall score

    Score: 74/100

  • Raw HTML Availability Pass 100/100

    1.5% of the overall score

    3421 words readable without JavaScript

This audit measures citation readiness: how easily AI engines can crawl, extract, and quote these pages. It cannot see the off-site brand footprint (mentions, reviews, third-party coverage) that gates whether AI engines retrieve a brand at all; Kuroma's visibility scans and off-site signals track that side. How the score works

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