About Icepath

Icepath is a personal SEO lab — part toolkit, part test bench. Its public face is the Site Analyzer, a free tool that scores any website on two things: classic SEO health, and AI readiness — how prepared the site is to be found, read and cited by AI engines like ChatGPT, Gemini and Claude.

Search is changing underneath every business. Customers increasingly ask an AI assistant who to hire instead of scrolling Google results, and the rules for showing up in those answers are still being written. This lab exists to test what actually works — on live data, with a fixed, honest rulebook — instead of guessing.

Who built it

Icepath is built and run by Travis Goldston— a guy with too many ideas and not enough time to execute them. He does SEO, content, and paid media. Icepath started as an experiment: he likes building things, and frustration with his Texas Tech football team left him wanting a better use for his spare time than yelling at the TV. So he started learning AI search hands-on, on live data, instead. He lives in Utah with his family and spends his spare time here — learning, measuring and tinkering with AI search.

What lives here

The analyzer is public and free. Behind sign-in sit the private parts of the lab: a dashboard fed by live Google Search Console data, and an experiments board where new checks and ideas are tried before they earn a place in the tool.