Bonfire: Design your own custom merch the easy way

Bonfire: Design your own custom merch the easy way is a Richmond, VA business whose own site puts it this way: "Design premium custom merch to sell online or place a direct order. Upload your design in our free online tool & choose products to print on. Get started today!." To AI engines like ChatGPT and Perplexity it is partially visible, scoring 6.0 out of 10, readable in places and missing in others.

On the page itself the strengths are clear: structured data describing the business, a clear heading structure, crawler access and the files AI engines look for and sitemaps and entity links AI can follow. It is passable on a partly stated business identity and a few credibility markers.

Off the page there is only faint evidence that only a handful of sites link to it. Beyond that, the domain does not yet read as established, AI engines do not yet recognise it as a distinct business, there is no press coverage to draw on, nobody is discussing it where AI engines look and it does not come up on Reddit. Those are earned elsewhere on the web, not fixed on the site itself.

AI crawlers have visited once in our tracking, including ClaudeBot (Anthropic). It does link out to several social profiles, which helps engines tie the brand together.