includedhealth.com — AI Site Grade

Analysis

Included Health: Open to All AI Crawlers, But Missing the AI-Facing Infrastructure Layer

The most striking finding is that Included Health grants every major AI crawler unrestricted 200-level access with full content — yet has zero AI-bot directives in its robots.txt, no llms.txt, and no structured AI-facing content map, leaving its substantial blog and press library invisible to the retrieval patterns AI engines actually use.

Crawler Access

All eleven tested AI user-agents — GPTBot, ClaudeBot, PerplexityBot, Google-Extended, OAI-SearchBot, ChatGPT-User, anthropic-ai, Bytespider, Applebot-Extended, Perplexity-User — receive a 200 status with identical byte payload (433,444 bytes) as a browser baseline. No UA-based blocking, no Cloudflare challenge, no JS-gating. The site runs on Cloudflare with Kinsta cache and serves server-rendered HTML (WordPress). This is an unusually open posture for a healthcare company handling sensitive member data, but technically excellent for AI discoverability. The robots.txt at 120 bytes contains only a generic Disallow: /wp-admin/ rule — no AI-bot directives whatsoever — meaning every crawler is implicitly allowed everywhere.

Cold-Knowledge Gap

The LLM prior on Included Health is stale and liability-skewed. It correctly recalls the 2021 Grand Rounds / Doctor on Demand merger and the core navigation-plus-virtual-care model, but it also surfaces a 2023 class-action privacy lawsuit (alleging health data shared with Meta/Google via pixels) — a reputational signal the site itself never addresses. The model knows nothing about the company's AI+EQ platform (Project Wordsmith), the "All-Included Care" product line, the Alternative Plan Design offering, the Dot AI assistant launched in late 2025, or the 2026 Provider Connect announcement. The site's own newsroom shows heavy 2025-2026 press momentum (CNBC Mad Money, Google Research collaboration, BIG Innovation Awards), but the cold model is stuck on 2023-era facts.

Schema Posture

The homepage and all key pages carry rich, well-structured JSON-LD using WebSite, WebPage, Organization, BreadcrumbList, and SearchAction types. The Organization block includes logo, address, phone, founding date, founder LinkedIn, employee count range, and knowsAbout taxonomy. Blog posts use Article and MedicalWebPage with MedicalSpecialty and FAQPage sub-graphs. However, no FAQPage schema exists on the homepage FAQ section — the FAQ is rendered as plain HTML headings with no structured markup, despite the page containing 5+ Q&A pairs. No Product or Service schema is used for the four named solution lines (All-Included Care, Alternative Plan Design, Included Navigation, Included Care Clinic).

External Signals

The newsroom reveals a highly active 2025-2026 press cadence: a Google Research collaboration on AI in virtual care, a CNBC Mad Money appearance, Business Insider coverage of the Dot AI assistant, and multiple industry awards. The press sitemap contains ~80 entries but the last press release entry dates to January 2026 — the newsroom itself shows activity through May 2026. The /organizations/ page carries a noindex, nofollow robots directive, which is unusual for a primary landing page and may suppress its indexing. The site has no Trustpilot or G2 review presence surfaced in search.

Findings

1. No AI-bot directives in robots.txt Medium

   The robots.txt file contains only a generic Disallow: /wp-admin/ rule and names no AI user-agents, leaving every major crawler implicitly allowed everywhere but without any guidance on crawl rate or access.

   What to change: Add explicit directives for AI crawlers (GPTBot, ClaudeBot, etc.) to control crawl rate and signal preferred paths.

2. No llms.txt file published High

   The site returns a 404 for llms.txt, meaning there is no structured AI-facing content map for LLMs to discover key pages efficiently.

   What to change: Create an llms.txt file listing core pages (homepage, solutions, blog, press) to guide AI crawlers to the most important content.

3. Cold LLM knowledge is stale and liability-skewed High

   The LLM prior recalls the 2021 merger and a 2023 privacy lawsuit but knows nothing about the AI+EQ platform, Dot AI assistant, All-Included Care, or 2025-2026 press momentum.

   What to change: Publish an llms.txt and ensure key product and news pages are well-indexed and linked to improve LLM knowledge.

4. Homepage FAQ section lacks FAQPage schema Medium

   The homepage contains 5+ Q&A pairs rendered as plain HTML headings with no structured FAQPage markup, missing an opportunity for rich results.

   What to change: Add FAQPage JSON-LD to the homepage FAQ section to enable rich snippet eligibility.

5. No Product or Service schema for solution lines Medium

   The four named solution lines (All-Included Care, Alternative Plan Design, Included Navigation, Included Care Clinic) lack Product or Service schema, reducing their visibility in AI-driven search.

   What to change: Add Product or Service schema to each solution page with name, description, and relevant properties.

6. Primary landing page has noindex directive High

   The /organizations/ page carries a noindex, nofollow robots directive, which may suppress its indexing despite being a key entry point for employer audiences.

   What to change: Remove the noindex directive from /organizations/ to allow indexing.

7. No Trustpilot or G2 review presence Low

   Web searches for Included Health reviews on Trustpilot and G2 returned zero results, limiting external social proof that AI models may surface.

   What to change: Encourage customer reviews on third-party platforms to build external signals.

8. Press sitemap last entry is January 2026 Medium

   The press sitemap contains ~80 entries but the last press release entry dates to January 2026, while the newsroom shows activity through May 2026, indicating the sitemap may be outdated.

   What to change: Update the press sitemap to include all recent press releases up to the current date.

What's working

• All major AI crawlers receive full 200 access — Eleven tested AI user-agents all receive 200 status with full HTML content, no blocking, and no JS-gating, ensuring maximum discoverability.
• Rich JSON-LD schema on homepage and key pages — Homepage and key pages carry WebSite, WebPage, Organization, BreadcrumbList, and SearchAction schema with detailed attributes like logo, address, and knowsAbout taxonomy.
• Blog posts use Article and MedicalWebPage schema — Blog posts include Article and MedicalWebPage schema with MedicalSpecialty and FAQPage sub-graphs, enhancing their semantic richness.
• Active 2025-2026 press cadence with major media coverage — The newsroom shows frequent press releases including CNBC Mad Money, Google Research collaboration, and industry awards, building strong external signals.
• Server-rendered HTML (WordPress) ensures content is crawlable — The site serves server-rendered HTML from WordPress, avoiding JavaScript rendering issues for crawlers.