my1styears.com — AI Site Grade

Analysis

My 1st Years — AI-Visibility Audit

The site has an llms.txt (rare for a Magento e-commerce brand) and explicitly references it in robots.txt, yet Cloudflare blocks 9 of 11 tested AI crawlers with a 403 — including GPTBot, ClaudeBot, PerplexityBot, and OAI-SearchBot — making the llms.txt effectively invisible to the very engines it was designed to serve.

Crawler Access

compare_bot_access on the homepage shows a stark split: Google-Extended and Applebot-Extended return full 200 responses (2.2 MB, identical to browser baseline). Every other major AI crawler — GPTBot, ClaudeBot, PerplexityBot, OAI-SearchBot, ChatGPT-User, Bytespider, anthropic-ai, Perplexity-User — gets a Cloudflare 403 with a 25-byte body. The robots.txt has no AI-specific User-agent directives at all; the blanket * rule only blocks search/filter parameters. The block is happening at the Cloudflare WAF layer, not in robots.txt, meaning the site is silently firewalling most AI training crawlers while leaving Google-Extended open. The llms.txt (83 KB, 80+ URLs listed) is present and served, but only Google and Apple bots can reach it.

Cold-Knowledge Gap

The LLM knows My 1st Years as a UK-based personalised baby gift brand founded in 2010 by Daniel Price and Jonny Sansom, with a 2017 investment from Not On The High Street founders. It correctly identifies the product range (blankets, soft toys, robes) and mentions a mixed Trustpilot rating (~3.5–4 stars) and 2023 delivery complaints. The site itself, however, makes no mention of the founders, the 2017 investment, or any founding story beyond a first-person "Founder & CEO" quote on the About page. The sustainability page claims "the number one personalised baby brand in the world" — a claim the LLM does not repeat, suggesting no external validation exists for that positioning. The cold knowledge about Trustpilot complaints is entirely absent from the site's own narrative.

Schema Posture

Every page inspected uses only two schema types: WebSite (with SearchAction) and BreadcrumbList. The homepage adds an Organization schema with contact info and social links. No Product schema was found on any category or product page — a critical gap for an e-commerce site with 5,600+ URLs in the sitemap. The FAQ page has no FAQPage schema despite containing 15+ Q&A pairs in plain text. The blog has no Article or BlogPosting schema. The llms.txt lists URLs like /a-very-thoughtful-christmas-2020 (a 2020 campaign page still live and indexed) and /10th-birthday (a 2020 tenth-birthday promo), both of which are stale seasonal content that clutters the AI-facing content map.

External Signals

The press page cites endorsements from Made for Mums, HELLO! Magazine, OK! Online, and Baby London. The site partners with Bliss charity. DNS records show Klaviyo (email), Google Workspace (MX), Shopify verification code (suggesting a past or parallel Shopify presence), and Cloudflare (DNS/security). The x-built-with header confirms Magento as the platform. No Reddit threads or recent press mentions surfaced in search, indicating limited off-domain discussion that AI engines can cite.

Findings

1. Cloudflare blocks 9 of 11 major AI crawlers with 403 High

   The site returns Cloudflare 403 responses to GPTBot, ClaudeBot, PerplexityBot, OAI-SearchBot, ChatGPT-User, Bytespider, anthropic-ai, Perplexity-User, and others. Only Google-Extended and Applebot-Extended get full 200 responses. The robots.txt has no AI-specific directives, so the block is at the WAF layer.

   What to change: Update Cloudflare WAF rules to allow GPTBot, ClaudeBot, PerplexityBot, OAI-SearchBot, and other major AI crawlers. Add explicit User-agent directives for these bots in robots.txt.

2. llms.txt inaccessible to most AI crawlers due to Cloudflare block High

   The llms.txt (83 KB, 80+ URLs) is served but only reachable by Google-Extended and Applebot-Extended. The Cloudflare block prevents other AI crawlers from accessing it, defeating its purpose.

   What to change: Allow all major AI crawlers through Cloudflare to make llms.txt accessible.

3. No Product schema on any category or product page High

   Every inspected page uses only WebSite and BreadcrumbList schema. No Product schema was found on category or product pages, which is a critical gap for an e-commerce site with 5,600+ URLs.

   What to change: Add Product schema (with name, description, price, availability, image) to all product and category pages.

4. FAQ page lacks FAQPage schema Medium

   The FAQ page contains 15+ Q&A pairs in plain text but has no FAQPage structured data, reducing its visibility in AI-generated answers.

   What to change: Add FAQPage schema with Question and Answer properties to the FAQ page.

5. Blog pages lack Article or BlogPosting schema Medium

   The blog has no Article or BlogPosting schema, which limits its ability to appear in AI-generated content summaries.

   What to change: Add Article or BlogPosting schema to all blog posts.

6. Stale seasonal pages clutter llms.txt Low

   The llms.txt lists URLs like /a-very-thoughtful-christmas-2020 and /10th-birthday, which are outdated campaign pages that add noise to the AI-facing content map.

   What to change: Remove or redirect stale seasonal pages, and update llms.txt to include only evergreen, high-value content.

7. Site omits founders and investment story from its own pages Medium

   The LLM knows the brand was founded in 2010 by Daniel Price and Jonny Sansom with a 2017 investment, but the site's About page only includes a first-person founder quote and no founding story or investment details.

   What to change: Add a clear brand narrative including founders, founding year, and key milestones to the About page.

8. Sustainability page makes unsubstantiated 'number one' claim Low

   The sustainability page claims 'the number one personalised baby brand in the world', but the LLM does not repeat this claim, suggesting no external validation exists.

   What to change: Remove or substantiate the 'number one' claim with third-party evidence or awards.

9. Limited off-domain discussion for AI citation Medium

   No Reddit threads or recent press mentions surfaced in search, and Trustpilot complaints are absent from the site's narrative, reducing the pool of external signals AI engines can cite.

   What to change: Encourage customer reviews on third-party platforms and engage in PR to generate more external mentions.

10. Product URLs return 404 errors Medium

    URLs like /personalised-oatmeal-new-baby-gift-set and /personalised-ivory-cotton-baby-shawl return 404 pages, indicating broken product links that waste crawl budget.

    What to change: Redirect 404 product URLs to relevant category pages or restore the products.

What's working

• llms.txt published with 80+ URLs — The site has an llms.txt file (83 KB) listing over 80 URLs, which is rare for a Magento e-commerce site and signals AI-readiness.
• Google-Extended and Applebot-Extended allowed full access — These two major AI crawlers receive full 200 responses, ensuring the site is indexed by Google and Apple's AI systems.
• Organization schema present on homepage — The homepage includes Organization schema with contact info and social links, providing basic brand information to AI engines.
• Press page lists endorsements from reputable outlets — The press page cites endorsements from Made for Mums, HELLO! Magazine, OK! Online, and Baby London, providing external credibility signals.
• Partnership with Bliss charity — The site partners with Bliss charity, which can serve as a positive external signal for AI engines.
• FAQ page contains 15+ Q&A pairs in plain text — The FAQ page has substantial Q&A content that, once marked up with FAQPage schema, could be highly valuable for AI answers.
• Blog with regular content updates — The blog page exists and contains content, providing a foundation for AI-relevant articles once schema is added.
• robots.txt explicitly references llms.txt — The robots.txt includes a reference to llms.txt, showing awareness of AI-specific content delivery.