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An independent audit of zillow.com, measured by Adnave on November 13, 2026. We read 12 pages of the site as a search engine first receives them and ran 53 checks. Organic health is 88 out of 100. The site lets the main AI assistants read it.
Growth Navigator · zillow.com
13 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. 4 take 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
There is no structured data, so an assistant has to guess what the business is from loose text.
What to do: Add schema.org markup for the organisation, plus the type that fits the page: Product, Service, Article, FAQPage or SoftwareApplication.
Paste inside the <head> of the page. Fill in the name and logo address.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "zillow.com",
"url": "https://www.zillow.com",
"logo": "https://www.zillow.com/your-logo.png"
}
</script>A “noindex” instruction keeps these pages out of Google. That is right for things like a cart or login page, and a problem for pages you want found.
What to do: Review the list and remove noindex from any page that should appear in search.
When someone shares the page, the preview will look bare or use the wrong image.
What to do: Add Open Graph tags: og:title, og:description and an og:image of 1200 × 630 pixels.
Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.
<meta property="og:type" content="website"> <meta property="og:title" content="Zillow: Real Estate, Apartments, Mortgages & Home Values"> <meta property="og:description" content="The leading real estate marketplace. Search millions of for-sale and rental listings, compare Zestimate® home values and connect with local professionals."> <meta property="og:url" content="https://www.zillow.com/"> <meta property="og:image" content="https://www.zillow.com/your-preview-image.png"> <meta name="twitter:card" content="summary_large_image">
Google will choose its own snippet for these pages, often a poor one.
What to do: Add a description of 70 to 160 characters to each page.
A single H1 tells search engines what each page is about.
What to do: Give each page exactly one H1 that states its topic.
Structured data lets Google show extras such as ratings, prices, opening hours and FAQs in your result.
What to do: Add schema.org markup that fits the business (Organization, LocalBusiness, Product, FAQ).
Paste inside the <head> of the page. Fill in the name and logo address.
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "zillow.com",
"url": "https://www.zillow.com",
"logo": "https://www.zillow.com/your-logo.png"
}
</script>That is heavy for the page code alone, before any images load.
What to do: Remove unused code and inline data, and load non-essential parts later.
How to fix this: Core Web Vitals: how to make a slow website fastOnly 0 H2 subheadings found.
What to do: Break the page into sections with H2 subheadings that use the words people search for.
How to fix this: How to write page titles and meta descriptionsLinks shared on X will show as plain text.
What to do: Add a twitter:card meta tag (summary_large_image works for most pages).
Paste inside the <head> of the page. Replace the image address with a picture of 1200 by 630 pixels.
<meta property="og:type" content="website"> <meta property="og:title" content="Zillow: Real Estate, Apartments, Mortgages & Home Values"> <meta property="og:description" content="The leading real estate marketplace. Search millions of for-sale and rental listings, compare Zestimate® home values and connect with local professionals."> <meta property="og:url" content="https://www.zillow.com/"> <meta property="og:image" content="https://www.zillow.com/your-preview-image.png"> <meta name="twitter:card" content="summary_large_image">
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.
The page does not declare a favicon.
What to do: Add a favicon link so your brand shows in tabs, bookmarks and mobile results.
Paste inside the <head> of the page. Put the icon file at that address first.
<link rel="icon" href="/favicon.ico">
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.
# Zillow: Real Estate, Apartments, Mortgages & Home Values > The leading real estate marketplace. Search millions of for-sale and rental listings, compare Zestimate® home values and connect with local professionals. ## Pages - [Zillow: Real Estate, Apartments, Mortgages & Home Values](https://www.zillow.com/) - [Real Estate & Homes For Sale - 382 Homes For Sale | Zillow](https://www.zillow.com/homes/for_sale/) - [Foreclosures & Foreclosed Homes For Sale - 0 Homes | Zillow](https://www.zillow.com/homes/for_sale/fore_lt/) - [For Sale by Owner (FSBO) - 2 Homes | Zillow](https://www.zillow.com/homes/fsbo/) - [Open Houses - 80 Upcoming | Zillow](https://www.zillow.com/homes/for_sale/1_open/) - [New Homes & Home Builders For Sale - 124 Homes | Zillow](https://www.zillow.com/homes/new_homes/) - [Recently Sold Homes - 6308 Transactions | Zillow](https://www.zillow.com/homes/recently_sold/) - [Browse Zillow by state/province | Zillow](https://www.zillow.com/browse/homes/) - [Home Buying Guide: A Complete Guide to Purchasing a House | Zillow](https://www.zillow.com/learn/category/buying/) - [Foreclosures Archives | Zillow](https://www.zillow.com/learn/tag/foreclosures/) - [Download the Zillow App](https://www.zillow.com/buy/app-download/) - [Rental Listings - 716 Rentals | Zillow](https://www.zillow.com/homes/for_rent/)
“Zillow: Real Estate, Apartments, Mortgages & Home Values”
“The leading real estate marketplace. Search millions of for-sale and rental listings, compare Zestimate® home values and connect with local professionals.”
“Rentals. Homes. Agents. Loans.”
The page gives search engines real content to work with.
Alt text helps image search and screen-reader users.
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.
An icon-only link or button with no text is invisible to screen readers and tells search engines nothing about where it leads.
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.zillow.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.
Visitors who type http:// are moved to https automatically.
Both forms end at www.zillow.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.
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.
Nothing in robots.txt shuts out the crawlers behind ChatGPT, Claude, Perplexity or Gemini.
Every internal link we followed loads.
Checked 11 other pages.
Checked 11 other pages.
Checked 11 other pages.
Checked 11 other pages.
Checked 11 other pages.
Checked 11 other pages.
| Page | Response | Time | Words |
|---|---|---|---|
Zillow: Real Estate, Apartments, Mortgages & Home Values https://www.zillow.com/ | 200 | 0.23s | 964 |
Real Estate & Homes For Sale - 382 Homes For Sale | Zillow https://www.zillow.com/homes/for_sale/ | 200 | 0.69s | 1,367 |
Foreclosures & Foreclosed Homes For Sale - 0 Homes | Zillow https://www.zillow.com/homes/for_sale/fore_lt/ | 200 | 0.42s | 647 |
For Sale by Owner (FSBO) - 2 Homes | Zillow https://www.zillow.com/homes/fsbo/ | 200 | 0.32s | 610 |
Open Houses - 80 Upcoming | Zillow https://www.zillow.com/homes/for_sale/1_open/ | 200 | 0.49s | 1,389 |
New Homes & Home Builders For Sale - 124 Homes | Zillow https://www.zillow.com/homes/new_homes/ | 200 | 0.60s | 1,446 |
Recently Sold Homes - 6308 Transactions | Zillow https://www.zillow.com/homes/recently_sold/ | 200 | 0.48s | 1,221 |
Browse Zillow by state/province | Zillow https://www.zillow.com/browse/homes/ | 200 | 0.17s | 835 |
Home Buying Guide: A Complete Guide to Purchasing a House | Zillow https://www.zillow.com/learn/category/buying/ | 200 | 0.22s | 480 |
Foreclosures Archives | Zillow https://www.zillow.com/learn/tag/foreclosures/ | 200 | 0.15s | 415 |
Download the Zillow App https://www.zillow.com/buy/app-download/ | 200 | 0.12s | 553 |
Rental Listings - 716 Rentals | Zillow https://www.zillow.com/homes/for_rent/ | 200 | 0.53s | 1,193 |
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.
Google Ads cannot learn which clicks turn into customers without it. A Tag Manager container is present, so it may be loaded from there, which this check cannot see.
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. A Tag Manager container is present, so it may be loaded from there, which this check cannot see.
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. A Tag Manager container is present, so it may be loaded from there, which this check cannot see.
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 adsGoogle Analytics is on the page.
Audit 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 zillow.com. Adnave is not affiliated with it. If you run this site and something here is wrong, run a fresh audit and tell us.