Does your logo name your business?

By Matt Kerr·Published 11 November 2026

It checks how often a readable business identity appears and whether logo text names it.

What Check Engine measures

At least 3 successful pages are needed. A page counts as identified when it has a logo or a homepage link whose text contains recognised brand words. Coverage below 0.5 can produce an absence finding when the crawl supports absence claims. Logos with empty or weak alternative text are checked separately. A text link naming the business can count even without an image logo. For example, a site with 3 successful pages has enough pages to begin this comparison.

The check reads logos and homepage links from pages the crawl could load. It checks whether they name the business. You still need to review their appearance.

How to read the result

Both low identity coverage and weak logo text are low severity. The report does not compare logo artwork, assess a designer's work or require an image when a suitable text identity already exists.

Why it matters

Logo text is also the name of a link for someone who cannot see the image. The check keeps that naming job separate from the choice to use a graphic in the first place.

How to fix it

Check the header on the affected templates. Give a linked logo useful alternative text that names the business, or keep a clear text link to the homepage. Review the rendered link name before repeating the change across templates. Do not add an image merely because your current identity uses text.

What your site says your company is called

What we found in field audits

Problems in Brand consistency were found on 13 of the 14 sites we audited. These are area totals. Read the field-audit method.

Method note

backend/seo_engine/checks/brand.py, logo, revision 0bb8e8d3.