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An independent audit of chess.com, measured by Adnave on November 13, 2026. We read 12 pages of the site as a search engine first receives them and ran 54 checks. Organic health is 87 out of 100. The site lets the main AI assistants read it.
Growth Navigator · chess.com
11 opportunities to improve
12 pages read in full, 30 more links checked
Organic health
out of 100
Ads readiness
out of 100
Our suggested order: biggest obstacles first, quickest first among equals. The effect of each fix is not measured. 1 takes minutes.
Step 1 · Organic
Everything here was observed on the site. Fixing it removes a known obstacle; no one can promise a specific ranking in return.
Observed · AdnaveBot's reading of 12 pages on 2026-11-13 · each finding is what we saw on those pages; “what to do”, the score and the order are our judgment
The http:// version of the site still answers on its own, so some visitors and links stay on an insecure copy.
What to do: Redirect every http:// address to its https:// equivalent with a permanent (301) redirect.
For an Apache server, add to the top of the .htaccess file. Many hosts also offer this as a switch called “Force HTTPS”.
RewriteEngine On
RewriteCond %{HTTPS} off
RewriteRule ^ https://%{HTTP_HOST}%{REQUEST_URI} [L,R=301]Pages under about 200 words rarely rank for anything.
What to do: Expand these pages with useful detail, merge them into a stronger page, or hide them from search.
These addresses are linked from your own pages but return an error. Visitors hit a dead end and search engines waste their visit.
What to do: Fix the link, restore the page, or redirect the old address to the closest live page.
Pages with little text rarely rank for anything beyond the brand name.
What to do: Add useful text: what you offer, who it is for, prices, answers to common questions.
How to fix this: Thin content: what it is and how to fix itA single H1 tells search engines what each page is about.
What to do: Give each page exactly one H1 that states its topic.
Images without alt text are invisible to search engines and to screen-reader users.
What to do: Add a short alt description to each meaningful image. Use an empty alt for purely decorative ones.
How to fix this: Image SEO: alt text, file size and layout shiftAn icon-only link or button with no text is invisible to screen readers and tells search engines nothing about where it leads.
What to do: Add an aria-label saying what it does, for example aria-label="Open menu", or alt text on the image inside it.
hreflang tags tell search engines which language version to show each searcher. A set that leaves out the page itself, or the fallback, is often ignored as a whole.
What to do: List every language version on every page, including the page itself, and add one x-default entry for everyone else.
Assistants quote pages that state a question and answer it plainly. This page has no question-style headings.
What to do: Add a short section of real customer questions as headings, each answered in two or three sentences.
How to fix this: AI search readiness: how to be found by AI assistantsHeadings are the page's outline. When levels are skipped (a heading 2 followed by a heading 4), screen readers and search engines get a broken outline.
What to do: Use heading levels in order: one H1, then H2 for sections, H3 inside those. Style size with CSS, not by choosing a different level.
An optional plain-text summary of the site for AI assistants. It is cheap to add, but there is no evidence yet that it changes how often a site is cited.
What to do: Optionally add /llms.txt with a short description of the site and links to its most important pages.
Optional. Save as llms.txt at the top level of the site. Edit the first lines to describe what you do.
# Chess.com - Play Chess Online - Free Games > Play chess online for free on Chess.com with over 250 million members from around the world. Have fun playing with friends or challenging the computer! ## Pages - [Chess.com - Play Chess Online - Free Games](https://www.chess.com/) - [Play Chess Online for Free with Friends & Family - Chess.com](https://www.chess.com/play) - [Chess Puzzles - 500k+ Problems to Improve Your Tactics - Chess.com](https://www.chess.com/puzzles) - [Learn Chess Online: Lessons, Openings and more - Chess.com](https://www.chess.com/learn) - [Chess Training - Get Better at Chess - Chess.com](https://www.chess.com/train) - [Watch Chess - Live Events, Streamers, ChessTV & More! - Chess.com](https://www.chess.com/watch) - [Connect with Friends, Chess Coaches and more - Chess.com](https://www.chess.com/community) - [More Cool Chess Features & Resources: Library, Rules, Tools - Chess.com](https://www.chess.com/other) - [Play Chess Online Against the Computer - Chess.com](https://www.chess.com/play/computer) - [Live Chess Tournaments - Follow Top Events - Chess.com](https://www.chess.com/events) - [FIDE World Chess Championship 2026 - All the Information - Chess.com](https://www.chess.com/events/2026-fide-chess-world-championship)
“Chess.com - Play Chess Online - Free Games”
“Play chess online for free on Chess.com with over 250 million members from around the world. Have fun playing with friends or challenging the computer!”
“Play Chess Online on the #1 Site!”
Subheadings help readers and search engines scan the page.
No links on the page use wording like “click here”.
Without the doctype line, browsers fall back to an old rendering mode and layouts can break.
Without it, accented letters and symbols can show as garbled text, in the browser and in search results.
Search engines treat this kind of redirect as a weak signal and visitors see a flash of the old page. It also breaks the back button.
A field with no label is announced to screen-reader users as just “edit text”, and placeholder text disappears as soon as someone types. Clear labels also raise form completion.
Visitors and search engines get a secure connection.
Nothing on the page blocks it from being indexed.
The page declares a mobile viewport.
https://www.chess.com/
Search engines and screen readers know which language to expect.
Search engines have instructions for crawling the site.
Search engines have a list of your pages.
1 structured data block found.
Both forms end at www.chess.com.
A made-up address correctly returns a 404, so search engines can drop dead pages.
Browsers are told to always use the secure connection and not to guess file types.
Images, scripts and styles all load over https.
That is quick.
A reasonable size for the page itself, before images.
Scripts are loaded without delaying what visitors see.
The server shrinks the page before sending it.
Width and height are set, so the page does not jump as images load.
Shared links show a title, description and image on Facebook, WhatsApp, LinkedIn and others.
Links shared on X show a rich preview.
Your icon appears in browser tabs and search results.
Nothing in robots.txt shuts out the crawlers behind ChatGPT, Claude, Perplexity or Gemini.
Structured data found: Organization, ImageObject, ContactPoint.
Checked 10 other pages.
Checked 10 other pages.
Checked 10 other pages.
Checked 10 other pages.
Checked 10 other pages.
Checked 10 other pages.
Checked 10 other pages.
| Page | Response | Time | Words |
|---|---|---|---|
Chess.com - Play Chess Online - Free Games https://www.chess.com/ | 200 | 0.15s | 222 |
Play Chess Online for Free with Friends & Family - Chess.com https://www.chess.com/play | 200 | 0.13s | 32 |
Chess Puzzles - 500k+ Problems to Improve Your Tactics - Chess.com https://www.chess.com/puzzles | 200 | 0.14s | 32 |
Learn Chess Online: Lessons, Openings and more - Chess.com https://www.chess.com/learn | 200 | 0.18s | 32 |
Chess Training - Get Better at Chess - Chess.com https://www.chess.com/train | 200 | 0.17s | 32 |
Watch Chess - Live Events, Streamers, ChessTV & More! - Chess.com https://www.chess.com/watch | 200 | 0.29s | 157 |
Connect with Friends, Chess Coaches and more - Chess.com https://www.chess.com/community | 200 | 0.14s | 145 |
More Cool Chess Features & Resources: Library, Rules, Tools - Chess.com https://www.chess.com/other | 200 | 0.18s | 162 |
(no title) https://www.chess.com/TEMPLATE | 404 | 0.21s | 0 |
Play Chess Online Against the Computer - Chess.com https://www.chess.com/play/computer | 200 | 0.17s | 32 |
Live Chess Tournaments - Follow Top Events - Chess.com https://www.chess.com/events | 200 | 0.13s | 35 |
FIDE World Chess Championship 2026 - All the Information - Chess.com https://www.chess.com/events/2026-fide-chess-world-championship | 200 | 0.19s | 32 |
Step 2 · Ads
Ads only pay off when the site can measure what they bring in. We look for tracking tags in the page code; tags that load later, through a consent banner or tag manager, will not show up here.
Without analytics you cannot see where visitors come from or what they do.
What to do: Set up Google Analytics 4 and add its tag to every page.
How to fix this: What to set up before you spend on adsGoogle Ads cannot learn which clicks turn into customers without it.
What to do: Create a conversion action in Google Ads and add the tag, or import conversions from Analytics.
How to fix this: What to set up before you spend on adsFacebook and Instagram ads need the Pixel to track sales and build audiences.
What to do: Create a Pixel in Meta Events Manager and add it to every page.
How to fix this: What to set up before you spend on adsTikTok ads need the Pixel to measure results and optimize delivery.
What to do: Create a Pixel in TikTok Ads Manager and add it to every page.
How to fix this: What to set up before you spend on adsAudit run on . It reads up to 12 pages (60 with a free account) as a search engine first receives them and checks further internal links for errors. Scores are a weighted share of the checks passed.
Run the same audit on your own site, free. No sign-up needed.
This page reports only what our audit observed on public pages of chess.com. Adnave is not affiliated with it. If you run this site and something here is wrong, run a fresh audit and tell us.