B&J technical SEO posture — old vs new, with explicit gaps to close pre-launch
Created 2026-05-24
| Dimension | Old | New | Source |
|---|---|---|---|
| Title tags | Generic, auto-stuffed Elementor strings | Hand-written, specific, unique per page | [Verified — audit] |
| Meta descriptions | Auto-stuffed | Hand-written, specific | [Verified] |
| Canonical tags | Present on most pages | Present on some (gap — to be fixed pre-launch on agriculture, fleet, construction, cardlock, def, propane, lubricants, fuel-cubes) | [Verified] |
| Open Graph / Twitter | Stale agency template carryover | Verified on /home-heating; other pages need OG completion pre-launch |
[Verified] |
| Heading hierarchy | Multiple H2/H3 without strong H1 | Clean H1 → H2 → H3 cascade | [Verified] |
| URL structure | Mixed | Clean, hyphenated, no query strings, semantic nesting | [Verified] |
| HTTPS | Yes | Yes | [Verified] |
| Schema.org / JSON-LD | None visible | None visible — biggest technical gap, to be added pre-launch. | [Verified] |
| AI-citation readiness | "Poor — vague claims, no specifics, no citations, no named regulations" | "Outstanding — every regulatory claim sourced to Fuel Tax Act sections, R.R.O. 1990 Reg." | [Verified — audit's own language] |
| sitemap.xml / robots.txt / llms.txt | sitemap_index.xml typical for WP |
HTML /sitemap page exists (excellent); XML sitemap to be added pre-launch |
[Verified] |
Core Web Vitals
[Unknown] — no Lighthouse scores documented yet. The audit's recommendation is to run Lighthouse on a representative cross-section pre-launch and commit to Google's "good" CWV thresholds (LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1), with aspirational targets for a Next.js + RSC + image-optimized stack of LCP < 2.0s and CLS < 0.05.
Action: run Lighthouse on the live dev URL and capture scores for the case study. See B&J — known unknowns that need a human conversation or a tool query before publication.
Referenced by (4)
- reference Boucher & Jones Fuels — case-study source material, v1 (parent index) relates-to
- reference B&J live site inventory — page count, IA, what is planned (headline KPI: ~50 pages live vs ~6 before) relates-to
- reference B&J — Lighthouse status (v2): NOT measurable from production host; needs a desktop DevTools session relates-to
- reference B&J — JSON-LD schema deployment VERIFIED (v2) — supersedes the "biggest technical gap" claim in v1 relates-to