Ministry of Supply

What we measured

Four separate checks. There is no single overall score, because these measure different things and averaging them would hide which one needs work.

Every check, in full

• AI Readiness

  Dex

  47/100

  1 of 12 schema types present, llms.txt present

  • No Product schema on https://ministryofsupply.com/products/dopplermatte-flight-pouch-navy, so an agent has to guess your product details from page text rather than read them.
  • No BreadcrumbList on https://ministryofsupply.com/products/dopplermatte-flight-pouch-navy, so agents cannot place the product in your site hierarchy.
  Paste-ready fixes (11)

  Product schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Product",
    "name": "Your Product Name",
    "description": "Product description here",
    "image": "https://yoursite.com/product-image.jpg",
    "brand": { "@type": "Brand", "name": "Your Brand" },
    "offers": {
      "@type": "Offer",
      "price": "29.99",
      "priceCurrency": "USD",
      "availability": "https://schema.org/InStock",
      "url": "https://yoursite.com/product"
    }
  }
  </script>

  WebSite schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "WebSite",
    "name": "Your Site Name",
    "url": "https://yoursite.com",
    "potentialAction": {
      "@type": "SearchAction",
      "target": "https://yoursite.com/search?q={search_term_string}",
      "query-input": "required name=search_term_string"
    }
  }
  </script>

  BreadcrumbList schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "BreadcrumbList",
    "itemListElement": [
      { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://yoursite.com" },
      { "@type": "ListItem", "position": 2, "name": "Products", "item": "https://yoursite.com/products" }
    ]
  }
  </script>

  FAQPage schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "FAQPage",
    "mainEntity": [
      {
        "@type": "Question",
        "name": "Your question here?",
        "acceptedAnswer": { "@type": "Answer", "text": "Your answer here." }
      }
    ]
  }
  </script>

  Review schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Review",
    "reviewRating": { "@type": "Rating", "ratingValue": "5", "bestRating": "5" },
    "author": { "@type": "Person", "name": "Customer Name" },
    "reviewBody": "Review text here"
  }
  </script>

  AggregateRating schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Product",
    "name": "Product Name",
    "aggregateRating": {
      "@type": "AggregateRating",
      "ratingValue": "4.5",
      "reviewCount": "127"
    }
  }
  </script>

  Offer schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Offer",
    "price": "29.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition"
  }
  </script>

  Brand schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Brand",
    "name": "Your Brand Name",
    "logo": "https://yoursite.com/brand-logo.png"
  }
  </script>

  LocalBusiness schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "LocalBusiness",
    "name": "Your Business",
    "address": { "@type": "PostalAddress", "streetAddress": "123 Main St", "addressLocality": "City", "addressRegion": "State", "postalCode": "12345" },
    "telephone": "+1-555-555-5555"
  }
  </script>

  HowTo schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "HowTo",
    "name": "How to do something",
    "step": [
      { "@type": "HowToStep", "name": "Step 1", "text": "Do this first" },
      { "@type": "HowToStep", "name": "Step 2", "text": "Then do this" }
    ]
  }
  </script>

  Article schemaCopy

  <script type="application/ld+json">
  {
    "@context": "https://schema.org",
    "@type": "Article",
    "headline": "Article Title",
    "author": { "@type": "Person", "name": "Author Name" },
    "datePublished": "2024-01-01",
    "image": "https://yoursite.com/article-image.jpg"
  }
  </script>

• Tracking & Pixels

  Dex

  82/100

  1 of 3 pixels visible in page source, 4 issues

  This check reads static HTML only. A GTM container is present (GTM-K28S62, gtm-suite). Server-side tagging signals are present (first-party GTM loader path; Shopify Web Pixels (sandboxed); Elevar / Stape server-side). Any pixel not listed as detected may still be firing through one of those, so we have not scored it as missing.

  • Meta Pixel not visible in static HTML
  • TikTok Pixel not visible in static HTML
  • Multiple GTM containers detected
  • No consent management detected

• Catalogue

  Parker

  93 products, 1496 variants, 776 collections

  Listed price range 48 to 2750, median 228 (store currency)

  • 2 products have an empty product_type. Feed taxonomy falls back to guesswork downstream.
  • 11 of 93 product listings (12%) cannot be bought in any size or variant, yet they are still published and crawlable. An assistant that recommends one sends the shopper to a dead end.

• Landing Page

  Dex

  71/100

  1 h1, 0 calls to action, 3 trust signals

  • No recognisable call-to-action text in any link or button above the fold markup.
  • 59 external scripts. Each one is a blocking third-party dependency on first paint.
  • The HTML document alone is 971kb before any assets load.

  From the visual pass

  • Add a brief description of the product benefits or features near the headline.
  • Include customer reviews or testimonials to enhance trust.
  • Provide a clearer call to action button instead of just text.

• Live Ads

  Maya

  Not measured

  Our connection to the Meta Ad Library did not return usable data on this run, so we could not read live ads. This is a gap in our measurement, not a finding about your advertising.

• AI Visibility

  Maya

  15/100
  Measured

  Checked chatgpt and claude and gemini across 12 answers. Not checked: perplexity.

  • perplexity: not reached on this run
  The 4 questions we asked

  • “What are the best merino wool shirts?”
  • “Best shirts for travel”
  • “Which brands make carbon neutral shirts?”
  • “Best shirts for work”

  These questions were built from your own catalogue: product types, product titles, tags and your median price. None of them name your brand, so a mention means an assistant surfaced you unprompted.

  Also recommended: Icebreaker, Patagonia, Allbirds, Outerknown, Pact, Tentree

  • Ministry of Supply appeared in 2 of 12 answers (17%) across 3 assistants.
  • Best placement was position 6 in a ranked list.
  • Also named: Icebreaker, Patagonia, Allbirds, Outerknown, Pact.
  • perplexity could not be queried on this run, so it is excluded from the measurement rather than counted as a miss.

• Agent Access

  Dex

  • On https://ministryofsupply.com/products/dopplermatte-flight-pouch-navy, title, product_schema are not present in the page's HTML before any JavaScript runs. Most AI crawlers do not execute JavaScript, so an assistant reading this page does not get that detail.