# The content score

> How the 0–100 score on each post and page works, what every check means, keywords, and fixing findings on one item or across your site.

Last updated: November 9, 2026

Source: https://www.willo.ai/docs/content/content-score

Every post and page in a collection with its own pages has a **score** from 0 to 100: how ready it is for search engines and AI assistants. Every point it loses is a finding you can fix.

## Where you see it

In the editor, click the score pill in the top bar to open the **Score** tab. The strip under the address shows the score, your keywords and how many things there are to fix and improve; click the count to see just those. The score updates each time the draft saves and when Willo edits the item.

| Score | Band |
| --- | --- |
| 85–100 | Strong |
| 65–84 | Good |
| 40–64 | Needs work |
| Under 40 | Weak |

## Findings

Each finding is marked by how much it matters:

- **Fix**: do this first. The publish dialog mentions these.
- **Improve**: worth doing.
- **Tip**: a smaller gain.

**Show me** jumps to the place: the search description, a field, or the link, picture, heading or sentence in the text. **Fix** puts an instruction for Willo in your chat box to read, change and send; if the box already holds your own text, you choose to replace it or copy the instruction. **Fix N with Willo**, at the top of the tab or on a category, covers the Fix and Improve findings in one message. Willo saves its changes as a draft edit; publishing stays with you.

A check that doesn't apply leaves the score alone: broken links before the first publish, "updated in the last year" on a draft, and the long-text checks on pages such as a team member or a service.

## Across your site

The **Content** list shows each item's score; point at it for the counts. **Lowest score first** in the sort menu puts the items that need the most work on top, with unscored items last.

The card above the list sums up your published items: how many need attention, the average score, the most common findings and the five lowest scores (click one to open it). Drafts join it once published. Scores include edits you haven't published yet, so a fix counts as soon as it's saved.

**Fix N with Willo** on the card puts one instruction in your chat box for up to 10 published items with something to fix or improve, worst first. Willo saves draft edits, shows you the list and asks before publishing. As items are fixed, the card offers the next ones. Findings only you can settle, such as a note asking for a fact, keep an item on the list until you answer.

## The checks

| Category | What it checks |
| --- | --- |
| Search appearance | A written search description (the one taken from the opening of the text doesn't count). The description is 120 to 160 characters (50 to 119 earns half). The search title is 60 characters or fewer. No other page on your site has the same search title and description. |
| Content | At least 300 words (150 to 299 earns half). A section heading every 250 words or so. Heading levels in order, with no title-size heading in the text. A list or table in anything over 500 words. No notes for you left in the text. |
| AI answers | The opening paragraph is a direct answer of 20 to 60 words. A page whose title asks a question has question headings or an FAQ section. An author is set. A live page was updated in the last 12 months: a real change of at least 50 words or 5% of the text, or a new title (see [when the updated date changes](https://www.willo.ai/docs/content/drafts-and-publishing#when-a-posts-updated-date-changes)). |
| Links | Two or more links to other pages on your site (one earns half). No link to a page that doesn't exist on your site. At least one link to an outside source. Link text that says where it goes, not "click here" or a bare address. |
| Images | A featured image (a picture only in the text earns half). Every picture has a description. Link previews use the page's own picture, not your site's default. |
| Keywords | Only when a keyword is set: the main keyword is in the search title, the search description, the opening paragraph and at least one section heading, and isn't repeated unnaturally. |

**AI answers** is whether an assistant can quote a direct answer from the page, see who wrote it and tell how recent it is. Willo doesn't check whether any assistant mentions your business.

The Links and Images cards list every link and picture in the text; click one to jump to it. Broken links are found when you publish and marked **Broken**.

## Keywords

Add one **main keyword** and up to four related ones in the strip with **+ Add**: a phrase or a question, up to 80 characters each. Click a related keyword to make it the main one. Willo sets keywords when it writes a post.

Only the main keyword is scored; related ones are counted ("2 of 3 related used"). Matching ignores capital letters, a plural "s" or "es", word order, and up to three other words in between, so "flint wings delivery" matches "Flint Wings offers delivery". These small words are ignored: a, an, the, and, or, but, nor, of, to, in, on, at, for, with, by, from, as, into, about, is, are, was, were, be, been, it, its, this, that, these, those, you, your, we, our, my, i, me, how, what, why, when, where, which, who, do, does, can, should.

Willo doesn't measure keyword density. Repeating the main keyword more than once every 100 words (and at least four times), or in more than half of four or more headings, loses points: search engines treat heavy repetition as spam.

## Notes for you in the text

When Willo writes something it can't know, such as your delivery radius, it leaves a note: `[Owner: confirm the delivery radius]`. Each note is a **Fix** finding until you replace it.

## No score

- **Hidden from search engines** (Details > Advanced): the Score tab says so, with **Show it in search again**.
- **Items without a page of their own**, such as testimonials: their missing picture descriptions and broken links show under the item's fields.

Related: [Write and publish a content item](https://www.willo.ai/docs/content/write-and-publish-a-content-item), [Edit CMS content and publish (for agents)](https://www.willo.ai/docs/ai-agents/edit-cms-content-and-publish).

## Questions

### Does a low score stop me publishing?

No. Nothing in the score blocks publishing. The publish dialog mentions anything marked Fix, and you can publish anyway.

### Why doesn't my post have a score?

Posts hidden from search engines, and items without a page of their own (such as testimonials), have no score. A page-less item still lists missing picture descriptions and broken links.

### Are my keywords added to the page?

No. Keywords are kept with the item in Willo and used only for the checks. They never appear in the page or its code.