Dell and NVIDIA Don't Have Sitemaps. We Scored Them Anyway.
- Patrick Duggan
- Mar 13
- 6 min read
Updated: 4 days ago
# $3.4 Trillion in Market Cap. Zero Sitemaps.
I used to work at Dell EMC. I sat in the Round Rock campus when Michael Dell walked through wearing the same khakis every Tuesday. I watched the $67 billion EMC acquisition close. I was embedded at Microsoft for the JEDI contract through Palo Alto Networks. I've seen how these companies operate from the inside.
So when I built an AI Presence Management tool and pointed it at my former employer, I expected Dell to crush it.
They scored 66 out of 95. Structure: 68. No sitemap.
NVIDIA — Jensen Huang's $3.4 trillion monster, the company that literally powers every AI model on Earth — scored 62. Structure: 61. Also no sitemap.
What AIPM Actually Does
AIPM asks three AI models — GPT-4o, Gemini, and Perplexity — the same questions about your brand: What do you do? Who founded you? What's your reputation? Would you recommend them?
Then it crawls your website and scores the technical structure: robots.txt, LD-JSON, semantic HTML, sitemap, meta tags. The combined score tells you how well AI models understand your brand and how easy you've made it for them to learn.
Think of it as "Submit URL to Google" for the LLM era. Except instead of PageRank, we're measuring whether ChatGPT knows you exist and says nice things about you when someone asks.
The Dell Family: A Masterclass in Fragmentation
I audited every domain in the Dell ecosystem. The results tell a story about what happens when a $40 billion company acquires everything and integrates nothing.
| Domain | Combined | Structure | AIPM-NPS |
|--------|----------|-----------|----------|
| **dell.com** | 66 | 68 | 33 |
| **boomi.com** | 75 | 83 | 0 |
| **vmware.com** | 64 | 57 | 67 |
| **delltechnologies.com** | 44 | 3 | 0 |
| **dellemc.com** | 41 | 3 | 0 |
| **secureworks.com** | 43 | 3 | 67 |
| **corporate.bestbuy.com** | 59 | 60 | 33 |
Boomi — the integration platform Dell spun off in 2021 — has better AI presence than its parent company. Structure score of 83 versus Dell's 68. The child outgrew the parent.
Dell Technologies, the corporate umbrella, scored 3 out of 95 on structure. That's not a typo. Three. The $40 billion corporate brand has zero LD-JSON, zero semantic HTML, and an empty robots.txt that tells AI crawlers nothing useful.
DelEMC.com — the legacy brand from the biggest tech acquisition in history — also scored 3. The $67 billion domain is a ghost town for AI.
Secureworks, Dell's cybersecurity subsidiary, scored 3 on structure. A cybersecurity company. Three out of ninety-five. The AI models give it a 67 NPS (the models like what they know about Secureworks), but Secureworks isn't telling them anything through its own website. Every opinion the models have comes from third-party sources Secureworks doesn't control.
What Dell Gets Right
Credit where it's due: dell.com allows GPTBot, ClaudeBot, Perplexity, Google-Extended, and ChatGPT-User in its robots.txt. They only block Bytespider (ByteDance's crawler). Someone at Dell made a conscious decision to let Western AI models crawl the site while blocking Chinese ones. Smart geopolitical play.
Dell also has 3 LD-JSON schema objects on the homepage, decent semantic HTML (75/95), and strong meta tags (95/95).
But no sitemap. A Fortune 25 company with thousands of product pages, support articles, and marketing content, and no sitemap.xml telling AI crawlers where to find it all.
What Perplexity Says About Dell (This Is the Problem)
Here's the actual Perplexity response when asked "What is the reputation of dell.com?":
> "Customer review sites report low ratings, such as 1.6 stars from 540 reviews on Sitejabber... Reviews.io shows similar dissatisfaction across 1,074 reviews, with complaints about defective products, warranty denials, slow deliveries, return difficulties, and hardware failures like broken hinges or motherboards within 1-2 years."
And:
> "NVIDIA is not a BBB Accredited Business and holds a D- rating from the Better Business Bureau."
That's the AI model forming opinions from Sitejabber, BBB, and Reviews.io — not from Dell's own content. Not from their innovation announcements. Not from their $91 billion in revenue. From 1.6-star Sitejabber reviews.
This is the problem AIPM solves. When you don't structure your content for AI consumption, the models source their opinions from whoever does. And whoever does is usually pissed off.
NVIDIA: The AI Company That Doesn't Optimize for AI
The irony is chef's kiss.
NVIDIA makes the chips that train every large language model on the planet. Jensen Huang's keynotes get 10 million views. The H100 GPU literally changed civilization. And nvidia.com scores 62 on AI presence.
| Domain | Combined | Structure | AIPM-NPS |
|--------|----------|-----------|----------|
| **nvidia.com** | 62 | 61 | 33 |
| **nvidianews.nvidia.com** | 65 | 64 | 33 |
| **developer.nvidia.com** | 56 | 53 | 0 |
| **jetson.developer.nvidia.com** | 40 | 3 | 33 |
NVIDIA does one thing perfectly: they block nobody. Every AI crawler is welcome. GPTBot, ClaudeBot, Perplexity, Google-Extended, Bytespider, CCBot, ChatGPT-User — all explicitly allowed. They even have ASCII art of their logo in the robots.txt. Respect.
But only 1 LD-JSON schema object on the homepage. No sitemap. Mediocre semantic HTML (55/95). The Jetson developer portal — their edge AI product for robotics and embedded systems — scored 3 on structure.
Gemini refuses to recommend NVIDIA. Literally scores 0 on the NPS question, responding: "I cannot recommend nvidia.com without knowing your industry. Confidence: 0/10." Google's own model won't recommend the company that makes the hardware Google runs on.
Perplexity calls NVIDIA's sentiment "slightly negative" and cites the D- BBB rating. The company worth $3.4 trillion, building the infrastructure for the AI revolution, getting dinged by an 80-year-old business accreditation bureau. Because Perplexity found the BBB page before NVIDIA's own content.
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The Sitemap Problem
Neither Dell nor NVIDIA has a sitemap.xml.
A sitemap is the most basic thing you can do to help any crawler — traditional or AI — discover your content. It's an XML file that lists your URLs. Google has required it since 2005. Every WordPress site generates one automatically.
Dell has thousands of product pages, support articles, investor relations documents, and press releases. NVIDIA has CUDA documentation, developer guides, research papers, and GTC presentations. None of this is in a sitemap. The AI models are finding what they find, missing what they miss, and forming opinions from whatever they stumble across.
For companies of this size, the absence of a sitemap isn't laziness — it's probably a governance gap. Nobody owns the robots.txt at Dell Technologies. Nobody at NVIDIA has "AI discoverability" in their OKRs. The infrastructure team manages robots.txt, the marketing team manages meta tags, and the gap between them is where AI perception falls through.
The AIPM Pitch
We built AIPM because we noticed the gap. AI models are becoming the front door to the internet. When someone asks ChatGPT "What laptop should I buy?" or "Who makes the best GPU?", the answer doesn't come from Google search results. It comes from what the model learned during training and what it can access through real-time retrieval.
If your website doesn't structure its content for AI consumption — LD-JSON schema, semantic HTML, comprehensive sitemaps, strategic robots.txt — you're letting Sitejabber and the BBB tell your story for you.
Dell scored 66. NVIDIA scored 62. Our own site, dugganusa.com, scored 67 with a structure score of 83. A two-person company in Minneapolis with better AI presence than two of the most valuable technology companies on Earth.
That's not a flex. That's the gap we're selling into.
What They Should Do (The Fix List)
**Dell:**
1. Generate sitemap.xml across all Dell domains (30 minutes with a crawler)
2. Add LD-JSON Organization, Product, and FAQPage schema to delltechnologies.com (2 hours)
3. Consolidate dellemc.com — either redirect to dell.com/emc or build it out. A 3/95 ghost domain hurts the brand graph
4. Fix Secureworks — a cybersecurity company scoring 3 on web structure is an embarrassment
**NVIDIA:**
1. Sitemap. Today. nvidia.com has arguably the most valuable technical documentation on the internet and no sitemap
2. Add LD-JSON schema beyond the single object on the homepage — Organization, SoftwareApplication, TechArticle at minimum
3. Fix the Jetson portal (3/95) — edge AI developers are a high-value audience
4. Improve semantic HTML (55 → 80+) with proper heading hierarchy and ARIA landmarks
**Both:**
Run this audit quarterly. AI models retrain. Their perception of your brand changes. What Perplexity says about Dell today isn't what it'll say in six months — if Dell gives it better source material.
Try It Yourself
The AIPM audit is live at analytics.dugganusa.com. API key required (free tier, 500 audits/day).
We just shipped v1.1.0 with Azure Table Storage persistence and bloom filter caching. Every audit persists. The leaderboard grows. The dataset becomes the benchmark.
Right now, Zscaler leads at 76. Boomi's at 75. Our Epstein Files archive ties for first on structure at 86.
Dell and NVIDIA aren't even in the top 10.
*Patrick Duggan is the founder of DugganUSA LLC. He previously worked at Dell EMC and was embedded at Microsoft through Palo Alto Networks. AIPM — AI Presence Management — is a product of Butterbot by DugganUSA. The audit data in this article was generated on March 13, 2026 using AIPM v1.1.0.*
*Her name was Renee Nicole Good.*
*His name was Alex Jeffery Pretti.*
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