Terms of Service

1. Who we are

SiteUpward is provided by SIA "MICRON", a limited liability company registered in the Republic of Latvia under registration number 42103081578, VAT number LV42103081578, with its registered office at Aldaru iela 36/38–21, Liepāja, LV-3401, Latvia (“we”, “us”, “our”).

You can contact us at support@siteupward.com about the Service, billing and these Terms, and at privacy@siteupward.com about personal data.

2. Definitions

• “Account” means your user account in the Service, identified by your e-mail address.
• “Audit” means an automated analysis of a website that you start in the Service. A “Free Check” is a limited Audit that is available without payment; a “Full Audit” is a paid Audit that uses Credits.
• “Report” means the results of an Audit shown in the Service, including scores, findings, recommendations, printouts and share links.
• “Credit” means a unit used to start a Full Audit.
• “Subscription” means a plan that renews automatically and adds Credits for each billing period, for re-audits of websites your Account has already fully audited (see section 10).
• “Audited Site” means any website submitted for an Audit, whether or not you own it.
• “Business Customer” means anyone who uses the Service for purposes relating to their trade, business, craft or profession, including on behalf of an organisation. “Consumer” means a natural person who uses the Service for purposes outside their trade, business, craft or profession.
• “Policies” means our Privacy Policy, Cookie Policy, Refund Policy, Acceptable Use Policy and, for Business Customers, our Data Processing Agreement.

3. Eligibility

The Service is available to customers worldwide and is designed mainly for businesses and professionals, such as website owners, marketers, SEO specialists and agencies. Consumers may use it too; nothing in these Terms limits the rights that Consumers have under the mandatory consumer protection law of the country where they live.

If you live in the European Union or the European Economic Area, you must be at least 16 years old to use the Service, unless the law of your country sets a lower age (which is never below 13); elsewhere, you must be at least 13 years old. To buy products, you must be old enough to enter into a binding contract where you live. If you use the Service on behalf of a company or other organisation, you confirm that you are authorised to accept these Terms on its behalf, and “you” then also means that organisation.

4. Your account and sign-in

You sign in with a single-use link that we send to your e-mail address; there is no password. Anyone with access to your mailbox can sign in to your Account, so keep your e-mail account secure and do not forward sign-in links to others.

Use an e-mail address that you control and keep it up to date. You are responsible for activity in your Account, unless it results from our breach of these Terms. Tell us promptly at support@siteupward.com if you suspect unauthorised use.

Free Checks can be run without an Account. They are linked to your browser by a cookie and are added to your Account when you sign in from the same browser (see our Cookie Policy).

5. The Service

SiteUpward analyses publicly accessible web pages and reports how well AI assistants and search engines can access, understand and cite a website, together with suggested fixes. To do this, our crawler fetches public pages of the Audited Site, we run technical checks, and we use automated, AI-assisted analysis of the page content.

• A Free Check analyses up to 25 pages and shows a summary with selected findings.
• A Full Audit analyses up to 500 pages for one Credit, or up to 2,000 pages for two Credits, and shows all findings with prioritised recommendations.
• Each paid Full Audit includes one free re-scan of the same website, available to the Account that ran the Audit within 30 days of the original Audit.

The scope, page limits and features of each product are described on our pricing page and in the Service at the time of purchase. We continuously improve the Service and may change, add or remove individual checks and features, provided that what you have paid for is not materially reduced during the period you have paid for (see section 18).

6. AI-assisted results and no guarantee

Reports are produced by automated software, including AI models, and by rules based on published information about how AI search works. AI-assisted assessments are probabilistic: they can be incomplete, differ between runs, or simply be wrong. Please review recommendations before acting on them.

A Report reflects the public content and technical behaviour of the Audited Site at the time of the crawl, as seen from our systems. Websites that block automated access, require a login, change during the crawl or are built in unusual ways can produce incomplete results.

We do not control ChatGPT, Perplexity, Google, Gemini, Claude, Copilot or any other third-party AI assistant or search engine, and their behaviour changes frequently. We do not guarantee any ranking, citation, mention, traffic, lead or revenue.

Reports contain general technical and marketing information. They are not legal, accessibility-compliance, security or other professional advice.

7. Auditing websites, including websites you do not own

You may audit any publicly accessible website for a legitimate purpose – for example your own websites, your clients' websites, or public websites of others for research, benchmarking or competitive analysis. You are responsible for having such a purpose and for how you use Reports about websites that belong to others.

Our crawler identifies itself with its own user agent, respects robots.txt and applies strict per-site rate limits. Details are on our crawler page. Website owners can block the crawler or ask us to exclude their domain.

To protect Audited Sites and the Service, we apply limits such as per-domain cooldowns, daily caps on audits and pages per website, limits on audits running at the same time, and delayed starts when the Service is busy. We may refuse, delay, stop or limit an Audit, or exclude a domain, where this is needed to protect a website, to respect its owner's request, to comply with the law or to prevent abuse.

You must not use the Service or Reports to harm, overload or attack any website, to gain unauthorised access to it, or to bypass its access controls or bot protection.

8. Acceptable use

Your use of the Service must comply with our Acceptable Use Policy, which forms part of these Terms. In short: use the Service lawfully and for legitimate purposes, do not misuse our crawler or our systems, do not circumvent limits, and do not resell access to the Service except as these Terms allow.

9. Prices, taxes and payment

• Prices are shown on our pricing page and at checkout in US dollars or euros. They exclude taxes such as VAT, GST or sales tax unless stated otherwise.
• Taxes such as VAT, GST or sales tax are added at checkout where applicable, depending on your location and on whether you buy as a business; the amount is shown before you pay. If you are a business established in another EU Member State and provide a valid VAT identification number, the reverse-charge mechanism applies: we do not charge VAT, and you account for it in your country. Businesses in other countries that provide a valid tax identification number may likewise have to account for any local tax themselves under the rules of their country.
• Payments are processed by our payment processor on its secure checkout pages. We never receive or store your full card details. The payment processor may apply its own terms to the payment.
• You receive a confirmation by e-mail after each purchase. Invoices are issued electronically and are available in the billing section of your Account.
• Discount and promotion codes apply only as stated in the offer.
• We may change our prices at any time. Changes do not affect purchases you have already paid for; price changes for existing Subscriptions are described in section 11.
• Your bank or card issuer may charge currency conversion or foreign transaction fees, which are outside our control.

10. Credits

• One Credit starts one Full Audit of up to 500 pages; a large Full Audit of up to 2,000 pages uses two Credits. Credits are deducted when the Audit starts.
• Credits from one-time purchases (single audits and audit packs) do not expire.
• Credits included in a Subscription are added at the start of each billing period and are valid until the end of that billing period. Unused Subscription Credits do not carry over to the next period and end when the period ends, including after cancellation.
• Credits included in a Subscription can only be used for Full Audits of websites your Account has already fully audited, meaning your Account has a completed Full Audit of the same domain. The first Full Audit of a new website uses other Credits, such as Credits from a one-time purchase.
• If a Full Audit fails and cannot be completed, the Credits used for it and the free re-scan are returned to your Account automatically. Credits returned in this way do not expire.
• Credits have no cash value, cannot be transferred to another Account or person and cannot be exchanged for money, except for refunds under our Refund Policy or where the law requires otherwise.
• If we permanently discontinue the Service, we will tell you at least 30 days in advance and refund the price of the unused Credits from your paid purchases proportionately.

11. Subscriptions

• Subscriptions are billed monthly or yearly. A Subscription starts when your first payment succeeds and renews automatically at the end of each billing period for the same period until you cancel. We charge your saved payment method at the start of each new billing period.
• You can cancel at any time in the billing portal (Account → Manage billing). Cancellation takes effect at the end of the current billing period: your plan and its Credits remain available until then, and you are not charged again. We do not refund billing periods that have already started, except for unused Credits as set out in our Refund Policy or where the law requires it.
• You can switch plans in the billing portal. How any price difference is calculated is shown before you confirm the change.
• If we change the price of your Subscription, we will tell you by e-mail at least 30 days before the change takes effect. The new price applies from your first renewal after that notice period. If you do not agree, you can cancel before that renewal.
• If a renewal payment fails, we and our payment processor may retry it. If it cannot be collected, the Subscription may be paused or ended, and no new Credits are added until the payment succeeds.

12. Right of withdrawal for consumers in the EU, the EEA and the UK

If you are a Consumer living in the European Union, the European Economic Area or the United Kingdom, you generally have the right to withdraw from a contract concluded online within 14 days of its conclusion without giving any reason.

Our products are digital services that we start providing immediately. At checkout you expressly request that we start performance before the 14-day withdrawal period ends, and you acknowledge that you lose your right of withdrawal for the Credits you use: once an Audit has been started with your Credits, the Credits used for it are not refundable. This does not affect the automatic return of Credits for Audits that fail (section 10).

Within the 14-day period you can still withdraw from the part of your purchase that you have not used. We then refund the price of your unused Credits – for example, the whole price if none of the Credits have been used, or a proportionate part of the price of an audit pack or of the first period of a Subscription. How we calculate this is explained in our Refund Policy.

To withdraw, send us a clear statement before the withdrawal period ends, for example by e-mail to support@siteupward.com. You may use the model withdrawal form, but you do not have to. We reimburse the amount due without undue delay and no later than 14 days after we receive your notice, using the same means of payment, at no cost to you.

This section applies only to Consumers in the EU, the EEA and the UK. If you live elsewhere, our standard refund rules apply to you: unused Credits can be refunded on request within 14 days of purchase, and Credits used for an Audit that fails are returned to your Account automatically (see our Refund Policy). Any mandatory consumer rights under the law of your country remain unaffected.

13. Refunds and payment disputes

Our Refund Policy forms part of these Terms. In summary: unused Credits can be refunded on request within 14 days of purchase; Credits used for a failed Audit are returned to your Account automatically; Credits used for an Audit that has been started are not refundable; and Subscriptions can be cancelled at any time with effect from the end of the current billing period, without refunds for periods already used, except as required by law.

When a payment is refunded, the unused Credits from it are removed from your Account; a full refund also ends any features that came with that purchase, such as white-label Reports.

If you dispute a payment with your bank or card issuer, the unused Credits from that payment are frozen until the dispute is resolved. Please contact us first – we can usually solve the problem faster.

Nothing in this section limits your statutory rights, including your rights if the Service is not provided as agreed or is defective.

14. Reports, share links and white-label reports

• You may use, copy, share and publish your Reports for your own purposes and for your clients.
• You can create a share link for a Report. Anyone who has the link can view the Report without signing in, so share it only with people you trust with that information. You can revoke a share link at any time; the link then stops working.
• White-label Reports are included with the 10-audit pack and the Agency plan. They let you present Reports to your clients without our branding. You remain solely responsible to your clients for your services and for the Reports and advice you deliver to them; we are not a party to your agreements with them.
• Do not edit Reports in a way that misrepresents their findings.

15. Intellectual property

We and our licensors own the Service, including its software, website, check catalogue, scoring methodology, designs, texts and trademarks. Apart from the rights expressly granted in these Terms, no rights are transferred to you.

Subject to payment of any applicable fees, we grant you a non-exclusive, worldwide, perpetual and royalty-free licence to use, copy, modify, distribute and display the Reports generated for you, for your own purposes and for your clients. You may not use Reports or the Service to build a competing product or dataset.

Content of Audited Sites that appears in Reports – such as page titles, headings or short excerpts quoted as evidence – remains the property of its owners and is shown for analysis and reference only.

You keep all rights to the information you provide to us and allow us to use it to provide, secure and improve the Service. We may use aggregated and de-identified data about the use of the Service and about audit results, which does not identify you or any individual, to operate, improve and benchmark the Service.

16. Feedback

If you send us ideas or suggestions about the Service, we may use them freely and without any obligation to you.

17. Personal data

We process personal data as described in our Privacy Policy. Where you are a Business Customer and we process personal data on your behalf as a processor, our Data Processing Agreement forms part of these Terms and applies automatically.

18. Availability and changes to the Service

We work to keep the Service available and reliable, but we do not guarantee uninterrupted or error-free operation. We carry out maintenance, and parts of the Service may occasionally be unavailable, slower or paused, for example when demand is high or when a provider we rely on is unavailable. Paid Audits that cannot be completed are handled as described in section 10.

We may modify the Service. If a change materially reduces a paid feature during a period you have already paid for, we will tell you in advance, and you may cancel and receive a proportionate refund of the prepaid amount for the rest of that period.

19. Third-party services

The Service interacts with third-party websites and services, including the Audited Sites and the checkout and billing pages of our payment processor. We are not responsible for third-party websites or services, and their own terms may apply to your use of them.

20. Suspension and termination

You may stop using the Service at any time. To close your Account and have your data deleted, e-mail privacy@siteupward.com from your Account's e-mail address. Closing your Account ends any active Subscription and any unused Credits, except where our Refund Policy or the law provides otherwise.

We may suspend or restrict your access, stop Audits or disable share links if you seriously or repeatedly breach these Terms or the Acceptable Use Policy, if the law requires it, if your use puts the Service, other users or third parties at risk, or if a payment is disputed or cannot be collected. Where reasonable, we will tell you in advance and give you an opportunity to remedy the issue.

We may terminate these Terms and close your Account with immediate effect for a serious or repeated breach, or for any other reason with 30 days' notice by e-mail. If we terminate without cause, we refund the price of your unused paid Credits and the unused part of any prepaid Subscription proportionately.

Provisions that by their nature should continue after termination – including intellectual property, disclaimers, limitation of liability, indemnity and governing law – remain in effect.

21. Disclaimers

If you are a Business Customer, to the fullest extent permitted by law and except as expressly set out in these Terms, the Service and the Reports are provided “as is” and “as available”, without warranties of any kind, whether express or implied, including warranties of merchantability, fitness for a particular purpose, accuracy and non-infringement.

If you are a Consumer, the Service must conform to the contract as required by law, and you have statutory remedies if it does not. Section 6 describes the nature of AI-assisted results; it does not limit those rights.

22. Limitation of liability

Nothing in these Terms excludes or limits liability that cannot be excluded or limited under applicable law, including liability for death or personal injury caused by negligence, for fraud, or for damage caused intentionally or through gross negligence, and nothing limits the mandatory rights of Consumers.

If you are a Business Customer, and subject to the paragraph above: (a) we are not liable for indirect or consequential loss, or for loss of profits, revenue, business, goodwill, search rankings, traffic or data, arising out of or in connection with the Service or these Terms; and (b) our total aggregate liability arising out of or in connection with the Service or these Terms, whether in contract, tort (including negligence) or otherwise, is limited to the greater of the total amount you paid us for the Service in the 12 months before the event giving rise to the liability and EUR 100 (or the equivalent amount in the currency you paid in).

If you are a Consumer, we are liable for loss or damage caused by our breach of these Terms in accordance with the applicable law; the limitations in the previous paragraph do not apply to you.

You are responsible for deciding which recommendations to implement, for testing changes to your website and for keeping backups of your own website and content.

23. Indemnity

If you are a Business Customer, you will indemnify us against third-party claims, and the resulting losses and reasonable costs, arising from your breach of these Terms or the Acceptable Use Policy, from your unlawful use of the Service, or from how you use, publish or distribute Reports. We will inform you promptly of any such claim and cooperate reasonably with you. This section does not apply to Consumers.

24. Force majeure

We are not liable for delays or failures caused by events beyond our reasonable control, such as natural disasters, war, terrorism, civil unrest, epidemics, acts of authorities, widespread network or power outages, failures of third-party infrastructure or attacks on our systems.

25. Changes to these Terms

We may update these Terms, for example to reflect changes to the Service, our business or the law. If a change materially affects you, we will tell you by e-mail or in the Service at least 30 days before it takes effect, unless a shorter period is required for legal or security reasons. Changes do not apply retroactively.

If you do not agree to a change, you can stop using the Service and cancel your Subscription before the change takes effect. If you continue to use the Service after that date, the updated Terms apply. The date at the top of this page shows when these Terms were last updated.

26. Governing law and disputes

These Terms and any dispute arising out of or in connection with them are governed by the laws of the Republic of Latvia, excluding its conflict-of-law rules and the United Nations Convention on Contracts for the International Sale of Goods.

If you are a Business Customer, wherever you are located, the courts of the Republic of Latvia have exclusive jurisdiction.

If you are a Consumer, this choice of law does not deprive you of the protection of the mandatory provisions of the law of the country where you live, and you may bring proceedings in the courts of that country or of Latvia.

Before going to court, please contact us at support@siteupward.com; we aim to answer complaints within 15 days. Consumers in the EU may also turn to the Consumer Rights Protection Centre of Latvia (www.ptac.gov.lv) or, for cross-border disputes within the EU, to the European Consumer Centre in their country. Consumers elsewhere may contact the consumer protection authority of their country.

27. General provisions

These Terms, together with the Policies and the order details shown at checkout, form the entire agreement between you and us about the Service. If any provision is held invalid or unenforceable, the remaining provisions remain in effect. If we do not enforce a right, we do not waive it.

You may not transfer your rights or obligations under these Terms without our prior consent. We may transfer them to a successor of our business, provided that your rights as a Consumer are not reduced. These Terms are written in English; any translation is provided for convenience only.

28. Contact

SIA "MICRON", Aldaru iela 36/38–21, Liepāja, LV-3401, Latvia. Registration no. 42103081578, VAT number LV42103081578.

Support and billing: support@siteupward.com. Privacy and data protection: privacy@siteupward.com.