tulley.com — AI Site Grade

Analysis

The site is entirely invisible to AI crawlers — and has been for some time.

Every single AI crawler tested — GPTBot, ClaudeBot, Google-Extended, PerplexityBot, OAI-SearchBot, Applebot-Extended, Bytespider, ChatGPT-User, Perplexity-User, and anthropic-ai — receives a 403 Forbidden from Cloudflare on the homepage, with a Cloudflare challenge page (Attention Required!). The same 403 applies to robots.txt, llms.txt, sitemap.xml, and every subpath tested (/bmw-nashua, /wp-content/themes/). No bot gets any real content.

Cloudflare Lockdown

The site is hosted at 54.243.57.127 (AWS EC2) behind Cloudflare. The 403 is served by Cloudflare's JS-challenge mechanism, not by the origin server. The response body is a Cloudflare challenge page with noindex, nofollow meta. The historical robots.txt (from Wayback Machine, Nov 2023) was permissive — User-agent: * with only standard WordPress admin paths disallowed — but that file is now unreachable. The current live site has no accessible robots.txt, no llms.txt, no sitemap. The llms.txt 403s with the same Cloudflare shell.

Cold-Knowledge Gap

LLM cold knowledge describes Tulley Automotive Group as a family-owned New Hampshire dealership network selling BMW, MINI, Honda, Toyota, Subaru, and Mazda, with locations in Nashua, Manchester, and Bedford, plus a "Tulley Promise" transparent-pricing program. The Wayback snapshot confirms this — the homepage (Nov 2025) shows five sub-brands: Tulley Mazda, Tulley Buick GMC, Tulley BMW of Nashua, Tulley BMW of Manchester, and Tulley Collision Center, all at 147 Daniel Webster Hwy, Nashua, NH 03060, plus a Manchester address. The snapshot includes AutoDealer schema with address, phone (888-703-3075), and price range. None of this content is accessible to any AI crawler today. The cold knowledge is entirely derived from pre-lockdown data and third-party sources.

Schema and Content Posture

The Wayback snapshot reveals AutoDealer JSON-LD schema with Organization, WebSite, and WebPage types, plus a PostalAddress. The live site returns zero schema to any crawler — the 403 page contains only Cloudflare's challenge markup. The homepage heading structure in the snapshot uses H1 ("Welcome to Tulley Auto Group!") and H3 for each brand location, but no FAQ, comparison tables, or answer-format signals. The site runs on WordPress with the Dealer Inspire platform. No llms.txt or AI-specific guidance exists.

External Signals

Web search returned zero results for queries including "Tulley Automotive Group", "Tulley Auto Group", "Tulley BMW Nashua", and "tulley.com" — a complete absence of indexed external mentions, reviews, or press. The brand's external web footprint is effectively invisible to search engines, consistent with the site-wide Cloudflare lockdown preventing any indexing.

Findings

1. All AI crawlers receive 403 Forbidden from Cloudflare High

   Every tested AI crawler (GPTBot, ClaudeBot, Google-Extended, PerplexityBot, OAI-SearchBot, Applebot-Extended, Bytespider, ChatGPT-User, Perplexity-User, anthropic-ai) receives a 403 Forbidden response from Cloudflare on the homepage and all subpaths. No bot receives any real content.

   What to change: Remove the Cloudflare JS-challenge block for AI crawler user agents, or configure Cloudflare to allow known AI crawlers through.

2. Robots.txt returns 403 and is inaccessible High

   The robots.txt file at https://www.tulley.com/robots.txt returns a 403 Forbidden response. The historical robots.txt from November 2023 was permissive but is no longer accessible. No AI crawler can read any directives.

   What to change: Serve a robots.txt file that allows AI crawlers to access the site, and ensure it is publicly readable.

3. llms.txt returns 403 and is missing Medium

   The llms.txt file at https://tulley.com/llms.txt returns a 403 Forbidden response, indicating no AI-specific guidance file is available.

   What to change: Create and serve an llms.txt file with AI-friendly guidance and links to key pages.

4. Sitemap.xml returns 403 and is inaccessible High

   The sitemap.xml file at https://www.tulley.com/sitemap.xml returns a 403 Forbidden response, preventing crawlers from discovering site pages.

   What to change: Serve a publicly accessible sitemap.xml that lists all important pages.

5. No indexed external mentions or search results High

   Web searches for the brand name, dealership names, and domain returned zero results across multiple queries, indicating a complete absence of indexed external signals such as reviews, press, or directory listings.

   What to change: Build external citations through local business directories, press releases, and social media profiles to establish an indexed web presence.

6. Live site returns zero structured data to crawlers High

   The live site returns no schema markup to any crawler because the 403 page contains only Cloudflare challenge markup. The historical snapshot showed AutoDealer JSON-LD, but that content is no longer accessible.

   What to change: Ensure the live site serves structured data (AutoDealer, Organization, LocalBusiness) to all crawlers, not just human visitors.

7. Cloudflare JS-challenge blocks all automated access High

   The site uses Cloudflare's JS-challenge mechanism, which returns a 403 with a challenge page to any request that does not execute JavaScript. This blocks all AI crawlers and search engine bots, preventing any indexing.

   What to change: Configure Cloudflare to bypass the JS-challenge for known search engine and AI crawler user agents, or use a more permissive security level for bot traffic.

8. No AI-specific guidance files or directives Medium

   The site lacks any AI-specific files such as llms.txt, AI-specific robots.txt directives, or any other mechanism to guide AI crawlers. The historical robots.txt did not mention AI bots.

   What to change: Add AI-specific directives to robots.txt and create an llms.txt file to guide AI crawlers to key content.

9. Zero URLs discovered or indexed for the domain High

   No URLs were discovered for tulley.com via known URL lists, and web searches returned zero results for site:tulley.com queries, indicating no pages are indexed.

   What to change: Ensure the site is accessible to search engine crawlers and submit a sitemap to Google Search Console.

10. Historical content and schema are no longer accessible High

    The Wayback Machine snapshot from November 2025 shows a fully functional homepage with AutoDealer schema, brand listings, and contact information. None of this content is accessible to AI crawlers today, and the live site returns only a Cloudflare challenge.

    What to change: Restore the historical content and ensure it is served to all crawlers without Cloudflare blocking.

What's working

• Historical robots.txt allowed all crawlers — The robots.txt from November 2023 was permissive, allowing all user agents with only standard WordPress admin paths disallowed. This indicates the site previously intended to be crawlable.
• Historical homepage included AutoDealer JSON-LD schema — The Wayback snapshot shows the homepage contained AutoDealer schema with Organization, WebSite, WebPage, and PostalAddress types, providing rich structured data for search engines.
• LLM cold knowledge accurately describes the dealership group — LLMs correctly identify Tulley Automotive Group as a family-owned New Hampshire dealership network selling multiple brands with locations in Nashua, Manchester, and Bedford, plus the Tulley Promise program.
• Historical homepage had clear heading structure and brand listings — The Wayback snapshot shows a well-structured homepage with H1 heading and H3 subheadings for each brand location, plus contact information and a price range.