Section 3 · Instant Company & Marketing Intelligence

3.2SEO opportunity scan

Built in the POC

What DMA asked for · Decision Book p.13

Find technical issues, weak pages, missing content and competitor gaps.

Why it matters to DMA: Concrete, specific proof points beat generic pitches.

In our words, from DMA's Product Decision Book v3, page 13.

Every website review includes an on-page SEO scan of the pages it reads: eleven fixed checks run by code, so the same site always gives the same results.
The checks cover what most often costs local businesses calls: a generic home-page title, missing descriptions, repeated titles, pages hidden from Google, no mobile viewport, no structured data, location pages without maps or business schema, a phone number shown only as an image, missing image descriptions, oversized images, and broken internal links.
Each result is stored with the exact evidence (the page and what it says), and the strongest ones feed the three fixes the visitor sees.
It reads only the site itself. Rankings, backlinks and keyword volumes from DMA's own SEO tools can be added as another source; competitor gaps are section 3.4, scheduled for Phase 2.

It plays on its own while it's on screen; hover or use the controls to pause or step through.

Step 1 of 4

Pages

The home page and up to four others are read.

The same six stages on every page. Nothing reaches Nutshell except through the write gate.

1The visitor's website
Source
The pages the review reads.
2Sync
Copies Nutshell changes into the bridge database
Not involved.
3Bridge database
A copy of the CRM data, plus what the AI works out
The extracted facts and the issues found, with evidence.
4AI
Claude models, only through DMA's own gateway
Chooses the top three and words them; the checks themselves are code.
5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
The findings go onto the lead on booking.
6Nutshell
The system of record
The salesperson sees the SEO issues before the call.

Drawn from the POC's database catalogue: structure only, no data.

PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)

Table	What it holds	Columns
ai.site_reviews	The extracted page facts and the findings, each with its evidence.	18

How the tables connect (2)

Column	Points to	Kept by
ai.site_reviews.conversation_id	conv.conversations	The application (by id)
ai.site_reviews.prompt_id	agent.prompts	The application (by id)

Synthetic demo data: every name, business and number is made up.

1 / 2

What you see

1.The findings card

The top issues from the scan, each with the evidence from the page.

What happens in the system

Rule engine11 checks
Run by code on the facts extracted from the pages; the same site gives the same results.
Bridge databaseai.site_reviews
Stores the facts and every issue found, not only the three shown.

The eleven checks, and what the BrightSmile demo site showed (synthetic site).

Check	What it looks for	BrightSmile
Generic home title	A title like "Home" that doesn't name the service or the place	Found: "Home"
Location pages	Location pages without a map link or business schema	Found on 3 pages
Heavy images	Images far larger than needed, slowing mobile	Found: 4.82 MB hero
Missing descriptions	Pages without a meta description	—
Repeated titles	Several pages with the same title	—
Hidden from Google	A noindex tag on a page that should be found	—
No mobile viewport	Pages that don't scale on phones	—
No structured data	No schema at all	—
Phone as an image	A phone number that can't be tapped or read	—
Missing image text	Images without alt text	—
Broken links	Internal links that fail	—

1 / 2The review card: issues from the scan, with evidence.

Website chat · BrightSmile Dental demo site, after the site address. Captured from the running POC on September 25, 2026; synthetic data.

Opens the exact screen in the running POC, in a new tab.

Open	Where	What to try
BrightSmile Dental demo site	Demo prospect website	Paste brightsmile-demo.test in the chat.

Built in the POC

Built in the POC. This capability runs in the POC today, on synthetic data, end to end.