The six checks
What Embr checks, and why each one matters
Six areas decide whether a local customer finds you, believes you and picks up the phone. Embr checks all six, all month, and only tells you about what genuinely changed.
Search
Where valuable search demand is being won, lost or missed.
What Embr looks at
- The searches that actually lead to paid work in your area
- Pages that used to bring enquiries and have slipped
- Services people search for that you have no page for
A finding you might get
Enquiries from "emergency electrician" searches have dropped for three weeks running, and the page behind them lost its top-three position.
Evidence: Search visibility over time, page-level movement, and the wording real customers use.
Why it's worth fixing: More of the people already looking for your trade end up on your website.
How strong you are across your Google Business Profile, Maps and local presence.
What Embr looks at
- Profile completeness, categories, services and hours
- Photos, posts and how recently anything changed
- How you show up in the map pack for the areas you cover
A finding you might get
Your profile has no service list for the two jobs you said you want more of, and no photos have been added since February.
Evidence: Snapshots of your profile and local results, compared month to month.
Why it's worth fixing: Being the obvious choice when someone searches on their phone nearby.
AI Search
Whether AI systems can understand, trust and recommend your business.
What Embr looks at
- Whether assistants describe your services and area correctly
- Whether your accreditations and proof are findable
- Whether you get mentioned at all when people ask for a local trade
A finding you might get
Assistants asked for a local electrician describe your coverage area incorrectly, because it is only stated in an image on your site.
Evidence: Repeated, controlled observations across AI assistants over time.
Why it's worth fixing: Being included when customers ask an assistant instead of a search box.
AI answers vary. Embr watches patterns over repeated checks rather than pretending there is a fixed ranking.
Reputation
Whether customer and third-party evidence make you credible enough to choose.
What Embr looks at
- New reviews, ratings and how quickly you reply
- What people repeatedly praise or complain about
- Proof that sits off your own website
A finding you might get
Four reviews in the last month mention tidiness, and none of that appears anywhere on your website.
Evidence: Review activity and third-party mentions, tracked across your sources.
Why it's worth fixing: Fewer people quietly choosing a competitor who looks safer.
Website
Whether your website turns visibility and trust into enquiries.
What Embr looks at
- Whether it is fast and works properly on a phone
- How easy you are to contact, and from where
- Whether each service is actually explained
A finding you might get
Your phone number is an image on mobile, so nobody can tap it — on the page most of your visitors land on.
Evidence: Page checks, technical measurements and change tracking against your last snapshot.
Why it's worth fixing: The visitors you already have turning into calls and forms.
Competition
What three qualifying local competitors are doing that changes your position.
What Embr looks at
- Their profiles, review pace and service coverage
- Pages and areas they have added
- Where they are pulling ahead of you, and where they are exposed
A finding you might get
A competitor has added a page for a service you offer in a town you cover, and now outranks you for it.
Evidence: The same checks Embr runs on you, run on three fixed local competitors.
Why it's worth fixing: Reacting to what is actually happening near you, not to a national trend.
See all six checks on one screen
The demo dashboard shows how they sit together.