fix(places): phase-grouped tables, plain-English measures, styled links

Three presentation faults on the place pages, all found by looking at a
rendered page rather than at a test.

An unphased place page showed one primary-only measure for a list holding both
phases: 8 of 27 rows on /schools/brentwood were blank, because secondaries
have no reading-writing-maths score. Picking the other measure would only have
inverted which rows were empty, and putting both in one column would have
mixed a percentage with a 0-90 score. Each phase now gets its own table, so a
blank cell means the school genuinely has no published result — which is worth
saying, and now says "Not published" rather than a bare dash.

"RWM expected" was invented here. The site already names the measure in
METRIC_DEFINITIONS, surfaced at /api/metrics: "Reading, Writing & Maths
Combined %". The heading now reads "Reading, writing & maths" with the full
definition in the tooltip.

Links carried no class at all, so they rendered as default blue underlined
browser links beside a site that styles table links as body colour with a
brand hover. They now follow RankingsView's convention, and running-copy links
take the brand colour.
Co-Authored-By: Claude Opus 5 <noreply@anthropic.com>
Claude-Session: https://claude.ai/code/session_015mWQnpye9F299NVRCCSRvj

backend/app.py

@@ -7,6 +7,7 @@ Uses real data from UK Government Compare School Performance downloads.
 import hashlib
 import re
 from contextlib import asynccontextmanager
+from datetime import datetime, timezone
 from typing import Optional
 
 import numpy as np
@@ -34,6 +35,7 @@ from .data_loader import (
     search_schools_typesense,
 )
 from .data_loader import get_data_info as get_db_info
+from .places import build_place_registry
 from .schemas import METRIC_DEFINITIONS, RANKING_COLUMNS, SCHOOL_COLUMNS
 from .utils import clean_for_json, convert_to_native
 
@@ -48,11 +50,20 @@ PHASE_GROUPS: dict[str, set[str]] = {
     "all-through": {"all-through"},
 }
 
-BASE_URL = "https://schoolcompare.co.uk"
+# Must match SITE_URL in nextjs-app/lib/site.ts. The apex 301s to www, and a
+# sitemap <loc> that redirects wastes a crawl on every URL it lists.
+BASE_URL = "https://www.schoolcompare.co.uk"
 MAX_SLUG_LENGTH = 60
 
-# In-memory sitemap cache
-_sitemap_xml: str | None = None
+# In-memory sitemap cache: name -> XML. Populated on startup and by the admin
+# regenerate endpoint after a pipeline run.
+_sitemaps: dict[str, str] | None = None
+
+# Built from the same DataFrame the sitemap uses, so places and sitemap can
+# never describe different corpora. Reset by the same admin endpoint.
+_place_registry: dict | None = None
+
+VALID_PLACE_KINDS = ("town", "locality", "authority", "outcode")
 
 
 def _slugify(text: str) -> str:
@@ -70,43 +81,206 @@ def _school_url(urn: int, school_name: str) -> str:
     return f"/school/{urn}-{slug}"
 
 
-def build_sitemap() -> str:
-    """Generate sitemap XML from in-memory school data. Returns the XML string."""
+# Routes worth submitting that are not a school page. /admissions was missing
+# from the sitemap entirely despite being a static, indexable guide.
+STATIC_SITEMAP_PATHS = ("/", "/rankings", "/compare", "/admissions")
+
+
+# A page has something a search result could state if any of these is present
+# in any year. Shared by _has_publishable_data and the per-school check in
+# _school_sitemap_rows so the two can never drift.
+_PUBLISHABLE_FIELDS = ("rwm_expected_pct", "attainment_8_score", "ofsted_grade")
+
+
+def _has_publishable_data(row) -> bool:
+    """True when a school page has something a search result could state.
+
+    A school with no results in any year and no Ofsted grade renders an empty
+    page. Submitting it spends crawl budget and drags the corpus-wide quality
+    signal down, so it stays out of the sitemap. The page itself still resolves
+    for anyone who has the URL.
+    """
+    for field in _PUBLISHABLE_FIELDS:
+        value = row.get(field)
+        if value is not None and not pd.isna(value):
+            return True
+    return False
+
+
+def _url_element(loc: str, lastmod: str | None = None) -> str:
+    """One <url> entry. No priority or changefreq — Google ignores both."""
+    body = f"<loc>{loc}</loc>"
+    if lastmod:
+        body += f"<lastmod>{lastmod}</lastmod>"
+    return f"  <url>{body}</url>"
+
+
+def _school_sitemap_rows(df) -> list[str]:
+    """A <url> element per school that has something to show.
+
+    lastmod comes from the school's Ofsted date where there is one and is
+    omitted otherwise. An always-now lastmod is a claim Google learns to
+    distrust; an absent one honestly means "unknown".
+    """
+    if df.empty or "urn" not in df.columns or "school_name" not in df.columns:
+        return []
+
+    rows: list[str] = []
+    seen: set[int] = set()
+
+    # Publishable is a property of the SCHOOL, not of its latest row.
+    #
+    # The first cut tested the latest year's row alone, which quietly dropped
+    # every school that has results in its history but a null row for the most
+    # recent year — a school that stopped reporting, or whose figures were
+    # suppressed for small-cohort disclosure. The Mallard Academy (150367) is
+    # the case that caught it: real KS2 results for 2015-16 through 2018-19,
+    # then null rows for 2022-23 onward. Its page shows all four years; the
+    # sitemap omitted it. Roughly 220 schools were affected.
+    publishable_cols = [c for c in _PUBLISHABLE_FIELDS if c in df.columns]
+    publishable: set[int] = (
+        set(df.loc[df[publishable_cols].notna().any(axis=1), "urn"].astype(int))
+        if publishable_cols else set()
+    )
+
+    # Latest row per URN first, so a school's most recent Ofsted date wins.
+    ordered = df.sort_values("year", ascending=False) if "year" in df.columns else df
+
+    for _, row in ordered.iterrows():
+        urn = int(row["urn"])
+        if urn in seen:
+            continue
+        seen.add(urn)
+        if urn not in publishable:
+            continue
+
+        lastmod = None
+        ofsted_date = row.get("ofsted_date")
+        if ofsted_date is not None and not pd.isna(ofsted_date):
+            lastmod = pd.Timestamp(ofsted_date).date().isoformat()
+
+        rows.append(_url_element(
+            BASE_URL + _school_url(urn, str(row["school_name"])), lastmod))
+
+    return rows
+
+
+# Sitemaps cap at 50,000 URLs per file. 10,000 keeps a child small enough to
+# scan by eye in Search Console, which is the point of splitting at all:
+# coverage is reported per submitted sitemap, so one file per page family is
+# what makes an indexation problem attributable to a family.
+SITEMAP_CHUNK_SIZE = 10_000
+
+# Children are served under /sitemaps/ because Next.js only treats a whole
+# bracketed path segment as dynamic — a route folder named "sitemap-[...parts]"
+# is read as a literal static segment and never matches.
+SITEMAP_CHILD_PREFIX = "/sitemaps"
+
+
+def get_place_registry() -> dict:
+    """The place registry, built once and cached for the process."""
+    global _place_registry
+    if _place_registry is None:
+        _place_registry = build_place_registry(load_school_data())
+    return _place_registry
+
+
+def _urlset(rows: list[str]) -> str:
+    return "\n".join([
+        '<?xml version="1.0" encoding="UTF-8"?>',
+        '<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">',
+        *rows,
+        "</urlset>",
+    ])
+
+
+def _place_url(place) -> str:
+    """The canonical path for a place. Two namespaces, per the spec.
+
+    Towns and localities share /schools/[place]; authorities take their own
+    prefix because 67 town names collide with an authority name and neither
+    set contains the other.
+    """
+    if place.kind == "authority":
+        return f"/schools/authority/{place.slug}"
+    if place.kind == "outcode":
+        return f"/schools/near/{place.slug}"
+    return f"/schools/{place.slug}"
+
+
+def _place_sitemap_rows(kinds: tuple[str, ...]) -> list[str]:
+    """A <url> per place, plus a phase variant wherever that phase clears the
+    threshold on its own.
+
+    Phase is part of the query — "primary schools in beccles" — so each
+    variant is its own indexable page. Submitting only the bare place URL left
+    ~950 of them reachable by nothing: absent from every sitemap, and not
+    linked from the place page either.
+    """
+    rows: list[str] = []
+    for p in sorted(get_place_registry().values(), key=lambda p: (p.kind, p.slug)):
+        if p.kind not in kinds:
+            continue
+        rows.append(_url_element(BASE_URL + _place_url(p)))
+        # Outcodes carry no phase variants: nobody searches "primary schools
+        # in SW11", so the routes do not exist to submit.
+        if p.kind == "outcode":
+            continue
+        for phase in ("primary", "secondary"):
+            if p.publishes_phase(phase):
+                rows.append(_url_element(f"{BASE_URL}{_place_url(p)}/{phase}"))
+    return rows
+
+
+def build_sitemaps() -> dict[str, str]:
+    """Build the sitemap index and every child, keyed by name."""
     df = load_school_data()
 
-    static_urls = [
-        (BASE_URL + "/",          "daily",   "1.0"),
-        (BASE_URL + "/rankings",  "weekly",  "0.8"),
-        (BASE_URL + "/compare",   "weekly",  "0.8"),
+    children: dict[str, str] = {
+        "static.xml": _urlset(
+            [_url_element(BASE_URL + path) for path in STATIC_SITEMAP_PATHS]),
+    }
+
+    school_rows = _school_sitemap_rows(df)
+    # Always emit at least one school child, so the index shape is stable even
+    # on an empty database.
+    chunks = [school_rows[i:i + SITEMAP_CHUNK_SIZE]
+              for i in range(0, len(school_rows), SITEMAP_CHUNK_SIZE)] or [[]]
+    for n, chunk in enumerate(chunks, start=1):
+        children[f"schools-{n}.xml"] = _urlset(chunk)
+
+    # Separate children per family: Search Console reports coverage per
+    # submitted sitemap, which is how the location layer's indexation is
+    # measured apart from the school pages'.
+    for label, kinds in (("places", ("town", "locality", "authority")),
+                         ("outcodes", ("outcode",))):
+        rows = _place_sitemap_rows(kinds)
+        chunks = [rows[i:i + SITEMAP_CHUNK_SIZE]
+                  for i in range(0, len(rows), SITEMAP_CHUNK_SIZE)] or [[]]
+        for n, chunk in enumerate(chunks, start=1):
+            children[f"{label}-{n}.xml"] = _urlset(chunk)
+
+    # On a sitemap index, lastmod means "when this sitemap file last changed",
+    # so generation time is the correct value here — unlike on a <url>, where
+    # it would be a claim about content we cannot support.
+    generated = datetime.now(timezone.utc).date().isoformat()
+    index_rows = [
+        f"  <sitemap><loc>{BASE_URL}{SITEMAP_CHILD_PREFIX}/{name}</loc>"
+        f"<lastmod>{generated}</lastmod></sitemap>"
+        for name in children
     ]
+    index = "\n".join([
+        '<?xml version="1.0" encoding="UTF-8"?>',
+        '<sitemapindex xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">',
+        *index_rows,
+        "</sitemapindex>",
+    ])
+    return {**children, "sitemap.xml": index}
 
-    lines = ['<?xml version="1.0" encoding="UTF-8"?>',
-             '<urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9">']
 
-    for url, freq, priority in static_urls:
-        lines.append(
-            f"  <url><loc>{url}</loc>"
-            f"<changefreq>{freq}</changefreq>"
-            f"<priority>{priority}</priority></url>"
-        )
-
-    if not df.empty and "urn" in df.columns and "school_name" in df.columns:
-        seen = set()
-        for _, row in df[["urn", "school_name"]].drop_duplicates(subset="urn").iterrows():
-            urn = int(row["urn"])
-            name = str(row["school_name"])
-            if urn in seen:
-                continue
-            seen.add(urn)
-            path = _school_url(urn, name)
-            lines.append(
-                f"  <url><loc>{BASE_URL}{path}</loc>"
-                f"<changefreq>monthly</changefreq>"
-                f"<priority>0.6</priority></url>"
-            )
-
-    lines.append("</urlset>")
-    return "\n".join(lines)
+def build_sitemap() -> str:
+    """The sitemap index. Kept for `lifespan` and the admin endpoint."""
+    return build_sitemaps()["sitemap.xml"]
 
 
 def clean_filter_values(series: pd.Series) -> list[str]:
@@ -284,7 +458,7 @@ def validate_postcode(postcode: Optional[str]) -> Optional[str]:
 @asynccontextmanager
 async def lifespan(app: FastAPI):
     """Application lifespan - startup and shutdown events."""
-    global _sitemap_xml
+    global _sitemaps
     print("Loading school data from marts...")
     df = load_school_data()
     if df.empty:
@@ -294,9 +468,9 @@ async def lifespan(app: FastAPI):
         # Pre-compute the latest-year snapshot so the first search request is fast
         await asyncio.to_thread(load_latest_school_data)
     try:
-        _sitemap_xml = build_sitemap()
-        n = _sitemap_xml.count("<url>")
-        print(f"Sitemap built: {n} URLs.")
+        _sitemaps = build_sitemaps()
+        n = sum(x.count("<url>") for x in _sitemaps.values())
+        print(f"Sitemaps built: {len(_sitemaps)} files, {n} URLs.")
     except Exception as e:
         print(f"Warning: sitemap build failed on startup: {e}")
 
@@ -1007,6 +1181,66 @@ async def get_rankings(
     }
 
 
+@app.get("/api/places")
+@limiter.limit(f"{settings.rate_limit_per_minute}/minute")
+async def list_places(request: Request):
+    """Every published place. The sitemap and the link modules read this."""
+    registry = get_place_registry()
+    return {"places": [
+        {"kind": p.kind, "slug": p.slug, "name": p.name, "count": len(p.urns)}
+        for p in sorted(registry.values(), key=lambda p: (p.kind, p.slug))
+    ]}
+
+
+@app.get("/api/places/{kind}/{slug}")
+@limiter.limit(f"{settings.rate_limit_per_minute}/minute")
+async def get_place(request: Request, kind: str, slug: str,
+                    phase: Optional[str] = None):
+    """One place: its schools ranked, and its local averages."""
+    if kind not in VALID_PLACE_KINDS:
+        raise HTTPException(status_code=404, detail="No such place")
+
+    place = get_place_registry().get(f"{kind}:{slug}")
+    if place is None:
+        raise HTTPException(status_code=404, detail="No such place")
+
+    df = load_latest_school_data()
+    rows = df[df["urn"].isin(place.urns)]
+
+    if phase:
+        wanted = PHASE_GROUPS.get(phase.lower())
+        if wanted and "phase" in rows.columns:
+            rows = rows[rows["phase"].fillna("").str.lower().isin(wanted)]
+
+    # The metric the page ranks on, which is also the one it averages.
+    metric = "attainment_8_score" if phase == "secondary" else "rwm_expected_pct"
+    if metric in rows.columns:
+        rows = rows.sort_values(metric, ascending=False, na_position="last")
+
+    averages = {
+        m: (None if m not in rows.columns or rows[m].dropna().empty
+            else float(rows[m].dropna().mean()))
+        for m in ("rwm_expected_pct", "attainment_8_score")
+    }
+
+    cols = [c for c in SCHOOL_COLUMNS + ["latitude", "longitude", "phase",
+                                          "rwm_expected_pct", "attainment_8_score",
+                                          "total_pupils"]
+            if c in rows.columns]
+
+    return {
+        "place": {"kind": place.kind, "slug": place.slug, "name": place.name,
+                  "count": len(place.urns),
+                  "parent_authority": place.parent_authority,
+                  # Only phases that clear the threshold, so the page links
+                  # variants that exist rather than 404s.
+                  "phases": [ph for ph in ("primary", "secondary")
+                             if place.publishes_phase(ph)]},
+        "schools": clean_for_json(rows[cols]),
+        "averages": averages,
+    }
+
+
 @app.get("/api/data-info")
 @limiter.limit(f"{settings.rate_limit_per_minute}/minute")
 async def get_data_info(request: Request):
@@ -1087,16 +1321,28 @@ async def robots_txt():
     return FileResponse(settings.frontend_dir / "robots.txt", media_type="text/plain")
 
 
-@app.get("/sitemap.xml")
-async def sitemap_xml():
-    """Serve sitemap.xml for search engine indexing."""
-    global _sitemap_xml
-    if _sitemap_xml is None:
+def _serve_sitemap(name: str) -> Response:
+    global _sitemaps
+    if _sitemaps is None:
         try:
-            _sitemap_xml = build_sitemap()
+            _sitemaps = build_sitemaps()
         except Exception as e:
             raise HTTPException(status_code=503, detail=f"Sitemap unavailable: {e}")
-    return Response(content=_sitemap_xml, media_type="application/xml")
+    if name not in _sitemaps:
+        raise HTTPException(status_code=404, detail="No such sitemap")
+    return Response(content=_sitemaps[name], media_type="application/xml")
+
+
+@app.get("/sitemap.xml")
+async def sitemap_xml():
+    """Serve the sitemap index."""
+    return _serve_sitemap("sitemap.xml")
+
+
+@app.get("/sitemaps/{name}")
+async def sitemap_child(name: str):
+    """Serve a child sitemap (static.xml, or schools-N.xml)."""
+    return _serve_sitemap(name)
 
 
 @app.post("/api/admin/regenerate-sitemap")
@@ -1106,10 +1352,14 @@ async def regenerate_sitemap(
     _: bool = Depends(verify_admin_api_key),
 ):
     """Rebuild and cache the sitemap from current school data. Called by Airflow after data updates."""
-    global _sitemap_xml
-    _sitemap_xml = build_sitemap()
-    n = _sitemap_xml.count("<url>")
-    return {"status": "ok", "urls": n}
+    global _sitemaps, _place_registry
+    # Places and sitemap are rebuilt together — they read the same marts, and
+    # letting them drift apart would submit URLs for places that no longer
+    # exist.
+    _place_registry = None
+    _sitemaps = build_sitemaps()
+    n = sum(x.count("<url>") for x in _sitemaps.values())
+    return {"status": "ok", "urls": n, "sitemaps": len(_sitemaps)}
 
 
 # Mount static files directly (must be after all routes to avoid catching API calls)

backend/localities.py

@@ -0,0 +1,54 @@
+"""Curated London localities, defined by the postcode districts they cover.
+
+The GIAS `town` field puts 1,819 London schools under the single value
+"London", so it cannot answer "schools in Battersea" — a query that appears in
+the Search Console baseline. No single field can: parliamentary constituency
+gives Battersea but not Canary Wharf; postcodes.io's admin_ward gives Canary
+Wharf but not Battersea; neither gives Clapham or Shoreditch, which are postal
+and colloquial rather than administrative.
+
+So this is curated. Where a locality ends is a judgement, not a fact, and a
+reviewable file is the honest place for a judgement. No new ingestion is
+needed — the corpus already carries postcodes.
+
+This is the canonical copy. `pipeline/transform/seeds/locality_outcodes.csv`
+mirrors it for anyone querying the warehouse directly; the backend image does
+not contain `pipeline/`, which is why the module rather than the seed is
+canonical. Same arrangement as `backend/gias_codes.py`.
+
+A locality whose outcodes hold fewer than MIN_SCHOOLS schools is not
+published, so a typo produces no page rather than an empty one. Places that
+fail that check are logged at startup, because a locality you meant to publish
+quietly not appearing is the failure worth hearing about.
+
+Two rules for anything added here.
+
+**Sub-borough districts only.** A London borough is a local authority and
+already has a page at /schools/authority/[la] covering all of its schools; a
+locality defined by two or three outcodes would be a partial, near-duplicate
+subset of it. Hackney, Islington, Greenwich and Ealing were all in the first
+draft for that reason and have been removed.
+
+**The slug must not match a GIAS town.** "Richmond" did — GIAS has a Richmond
+in North Yorkshire with 37 schools — so the London one could never publish.
+The registry skips any locality that collides and logs it.
+"""
+
+# slug -> (display name, outcodes)
+LOCALITY_OUTCODES: dict[str, tuple[str, tuple[str, ...]]] = {
+    "battersea":     ("Battersea",     ("SW11",)),
+    "canary-wharf":  ("Canary Wharf",  ("E14",)),
+    "clapham":       ("Clapham",       ("SW4",)),
+    "shoreditch":    ("Shoreditch",    ("EC2A", "E1")),
+    "peckham":       ("Peckham",       ("SE15",)),
+    "brixton":       ("Brixton",       ("SW2", "SW9")),
+    "camden-town":   ("Camden Town",   ("NW1",)),
+    "wimbledon":     ("Wimbledon",     ("SW19",)),
+    "putney":        ("Putney",        ("SW15",)),
+    "fulham":        ("Fulham",        ("SW6",)),
+    "chiswick":      ("Chiswick",      ("W4",)),
+    "stratford":     ("Stratford",     ("E15",)),
+    "walthamstow":   ("Walthamstow",   ("E17",)),
+    "tooting":       ("Tooting",       ("SW17",)),
+    "dulwich":       ("Dulwich",       ("SE21", "SE22")),
+}

backend/places.py

@@ -0,0 +1,204 @@
+"""The place registry: what places the site publishes, and what is in each.
+
+One module owns this question. The pages, the sitemap and the internal-link
+modules all read from here, so the threshold and the collision rules exist in
+exactly one place and are testable without a browser or a database.
+
+Two namespaces, never one. 67 viable town names collide with a local
+authority name, and the authority is the larger set in only 43 of them —
+postal towns cross authority boundaries, so neither can absorb the other.
+Keys are "<kind>:<slug>" so the collision cannot reappear in the dict.
+"""
+
+from __future__ import annotations
+
+import logging
+import re
+from dataclasses import dataclass, field
+
+logger = logging.getLogger(__name__)
+
+# Five schools with publishable data. Below this a place has nothing to say
+# that a list of schools does not, and publishing it is index bloat.
+MIN_SCHOOLS = 5
+
+
+@dataclass(frozen=True)
+class Place:
+    kind: str                       # "town" | "locality" | "authority" | "outcode"
+    slug: str
+    name: str
+    urns: tuple[int, ...]
+    parent_authority: str | None    # authority NAME, for the 301 target
+    # URNs per phase, so the per-phase threshold can be applied without
+    # re-querying. A place with 30 primaries and 2 secondaries publishes a
+    # primary variant and no secondary one.
+    phase_urns: dict[str, tuple[int, ...]] = field(default_factory=dict)
+
+    def publishes_phase(self, phase: str) -> bool:
+        return len(self.phase_urns.get(phase, ())) >= MIN_SCHOOLS
+
+    @property
+    def key(self) -> str:
+        return f"{self.kind}:{self.slug}"
+
+
+def _publishable_urns(df) -> set[int]:
+    """URNs with something a page could state, deduplicated across years."""
+    from backend.app import _PUBLISHABLE_FIELDS
+
+    cols = [c for c in _PUBLISHABLE_FIELDS if c in df.columns]
+    if not cols:
+        return set()
+    return set(df.loc[df[cols].notna().any(axis=1), "urn"].astype(int))
+
+
+def _phase_urns(group, publishable: set[int]) -> dict[str, tuple[int, ...]]:
+    """URNs per phase. All-through schools count toward both, matching the
+    PHASE_GROUPS mapping the search filters already use."""
+    from backend.app import PHASE_GROUPS
+
+    if "phase" not in group.columns:
+        return {}
+    lowered = group["phase"].fillna("").str.lower()
+    out: dict[str, tuple[int, ...]] = {}
+    for phase in ("primary", "secondary"):
+        wanted = PHASE_GROUPS.get(phase, set())
+        subset = group[lowered.isin(wanted)]
+        urns = tuple(sorted({int(u) for u in subset["urn"]} & publishable))
+        if urns:
+            out[phase] = urns
+    return out
+
+
+def _parent_authority(group) -> str | None:
+    """The most common authority in a group — the useful 301 target.
+
+    A town spanning several authorities has no single parent, so the mode is
+    the honest answer rather than an arbitrary first row.
+    """
+    if "local_authority" not in group.columns:
+        return None
+    top = group["local_authority"].dropna()
+    return str(top.mode().iloc[0]) if not top.empty else None
+
+
+def _group(df, column: str, kind: str, publishable: set[int]) -> dict[str, Place]:
+    """One Place per distinct value of `column` that clears the threshold."""
+    from backend.app import _slugify
+
+    if column not in df.columns:
+        return {}
+
+    out: dict[str, Place] = {}
+    for name, group in df.groupby(column, dropna=True):
+        name = str(name).strip()
+        if not name:
+            continue
+        urns = tuple(sorted({int(u) for u in group["urn"]} & publishable))
+        if len(urns) < MIN_SCHOOLS:
+            continue
+        slug = _slugify(name)
+        if not slug:
+            continue
+        place = Place(
+            kind=kind, slug=slug, name=name, urns=urns,
+            parent_authority=_parent_authority(group) if kind == "town" else None,
+            phase_urns=_phase_urns(group, publishable),
+        )
+        out[place.key] = place
+    return out
+
+
+# "SW11 2AA" -> "SW11". Two letters max, one or two digits, optional letter.
+_OUTCODE_RE = re.compile(r"^([A-Z]{1,2}\d{1,2}[A-Z]?)\s")
+
+
+def _outcode(postcode) -> str | None:
+    if not isinstance(postcode, str):
+        return None
+    m = _OUTCODE_RE.match(postcode.upper().strip())
+    return m.group(1) if m else None
+
+
+def _outcode_places(df, publishable: set[int]) -> dict[str, Place]:
+    """One Place per postcode district clearing the threshold.
+
+    These carry no phase variants: nobody searches "primary schools in SW11".
+    """
+    if "postcode" not in df.columns:
+        return {}
+    working = df.assign(_oc=df["postcode"].map(_outcode))
+    working = working[working["_oc"].notna()]
+
+    out: dict[str, Place] = {}
+    for oc, group in working.groupby("_oc"):
+        urns = tuple(sorted({int(u) for u in group["urn"]} & publishable))
+        if len(urns) < MIN_SCHOOLS:
+            continue
+        place = Place(kind="outcode", slug=str(oc).lower(), name=str(oc),
+                      urns=urns, parent_authority=_parent_authority(group),
+                      phase_urns=_phase_urns(group, publishable))
+        out[place.key] = place
+    return out
+
+
+def _locality_places(df, publishable: set[int],
+                     town_slugs: set[str]) -> dict[str, Place]:
+    """One Place per curated locality clearing the threshold."""
+    from backend.localities import LOCALITY_OUTCODES
+
+    if "postcode" not in df.columns:
+        return {}
+    working = df.assign(_oc=df["postcode"].map(_outcode))
+
+    out: dict[str, Place] = {}
+    for slug, (name, outcodes) in LOCALITY_OUTCODES.items():
+        if slug in town_slugs:
+            # Skip, do not raise. The guard exists so a locality never
+            # silently shadows a town — skipping achieves that, and the error
+            # log makes it loud.
+            #
+            # Raising here took down sitemap generation for all 25,000 school
+            # pages when "richmond" met the GIAS town Richmond in North
+            # Yorkshire. Worse, GIAS town names change without any code change,
+            # so a raise means curated data can break the site spontaneously.
+            # A curation mistake must cost one page, not the sitemap.
+            logger.error(
+                "locality %r collides with the published town of the same "
+                "slug and has been skipped; rename it or remove it", slug)
+            continue
+        group = working[working["_oc"].isin(outcodes)]
+        urns = tuple(sorted({int(u) for u in group["urn"]} & publishable))
+        if len(urns) < MIN_SCHOOLS:
+            # Not an error — a locality can legitimately be too small. Logged
+            # because one you meant to publish quietly vanishing is the
+            # failure worth hearing about.
+            logger.warning(
+                "locality %s (%s) has %d publishable schools, below the "
+                "threshold of %d - not published",
+                slug, ", ".join(outcodes), len(urns), MIN_SCHOOLS)
+            continue
+        place = Place(kind="locality", slug=slug, name=name, urns=urns,
+                      parent_authority=_parent_authority(group),
+                      phase_urns=_phase_urns(group, publishable))
+        out[place.key] = place
+    return out
+
+
+def build_place_registry(df) -> dict[str, Place]:
+    """Every place the site publishes, keyed by "<kind>:<slug>"."""
+    if df.empty or "urn" not in df.columns:
+        return {}
+
+    publishable = _publishable_urns(df)
+    registry: dict[str, Place] = {}
+    registry.update(_group(df, "local_authority", "authority", publishable))
+
+    towns = _group(df, "town", "town", publishable)
+    registry.update(towns)
+
+    town_slugs = {p.slug for p in towns.values()}
+    registry.update(_locality_places(df, publishable, town_slugs))
+    registry.update(_outcode_places(df, publishable))
+    return registry

backend/tests/test_places.py

@@ -0,0 +1,231 @@
+"""Tests for the place registry (spec 2026-08-21).
+
+The registry is built from the in-memory school DataFrame, so these build a
+small frame directly rather than touching a database.
+"""
+
+import numpy as np
+import pandas as pd
+import pytest
+
+from backend.places import MIN_SCHOOLS, build_place_registry
+
+
+def _df(rows: list[dict]) -> pd.DataFrame:
+    base = {
+        "year": 202425, "ofsted_grade": 2.0, "ofsted_date": None,
+        "rwm_expected_pct": 60.0, "attainment_8_score": np.nan,
+        "phase": "Primary", "postcode": "AA1 1AA",
+    }
+    return pd.DataFrame([{**base, **r} for r in rows])
+
+
+def _town(n: int, town: str, la: str, start: int = 100000, **kw) -> list[dict]:
+    """`start` offsets the URNs so two calls can describe different schools —
+    the Bedford case needs two authorities' worth of distinct URNs in one
+    town."""
+    return [
+        {"urn": start + i, "school_name": f"{town} School {i}",
+         "town": town, "local_authority": la, **kw}
+        for i in range(n)
+    ]
+
+
+def test_town_clearing_the_threshold_is_published():
+    reg = build_place_registry(_df(_town(MIN_SCHOOLS, "Brentwood", "Essex")))
+    assert "town:brentwood" in reg
+    assert reg["town:brentwood"].name == "Brentwood"
+    assert len(reg["town:brentwood"].urns) == MIN_SCHOOLS
+
+
+def test_town_below_the_threshold_is_not_published():
+    reg = build_place_registry(_df(_town(MIN_SCHOOLS - 1, "Crosby", "Sefton")))
+    assert "town:crosby" not in reg
+
+
+def test_a_town_below_threshold_still_names_its_authority():
+    # The route layer needs somewhere to 301 to.
+    reg = build_place_registry(_df(
+        _town(MIN_SCHOOLS - 1, "Crosby", "Sefton") + _town(MIN_SCHOOLS, "Bootle", "Sefton")))
+    assert "authority:sefton" in reg
+
+
+def test_town_and_authority_of_the_same_name_are_separate_places():
+    # 67 real collisions. Neither set contains the other: Bedford the town has
+    # 104 schools, Bedford the authority 86, because postal towns cross
+    # authority boundaries.
+    rows = (_town(MIN_SCHOOLS, "Bedford", "Bedford")
+            + _town(MIN_SCHOOLS, "Bedford", "Central Bedfordshire", start=200000))
+    reg = build_place_registry(_df(rows))
+    town, authority = reg["town:bedford"], reg["authority:bedford"]
+    assert set(town.urns) != set(authority.urns)
+    assert len(town.urns) == MIN_SCHOOLS * 2      # both authorities' schools
+    assert len(authority.urns) == MIN_SCHOOLS     # only this authority's
+
+
+def test_schools_without_publishable_data_do_not_count_toward_the_threshold():
+    rows = _town(MIN_SCHOOLS, "Ghosttown", "Nowhere")
+    for r in rows:
+        r["rwm_expected_pct"] = np.nan
+        r["ofsted_grade"] = np.nan
+    reg = build_place_registry(_df(rows))
+    assert "town:ghosttown" not in reg
+
+
+def test_blank_town_is_ignored():
+    rows = _town(MIN_SCHOOLS, "", "Essex")
+    reg = build_place_registry(_df(rows))
+    assert not any(k.startswith("town:") for k in reg)
+
+
+def test_a_school_is_counted_once_even_with_several_years_of_rows():
+    rows = []
+    for year in (202324, 202425):
+        rows += [{**r, "year": year} for r in _town(MIN_SCHOOLS, "Beccles", "Suffolk")]
+    reg = build_place_registry(_df(rows))
+    assert len(reg["town:beccles"].urns) == MIN_SCHOOLS
+
+
+def test_locality_groups_schools_by_outcode(monkeypatch):
+    # The GIAS town field collapses 1,819 London schools into "London", so a
+    # locality is defined by its postcode districts instead.
+    from backend import localities
+    monkeypatch.setattr(localities, "LOCALITY_OUTCODES",
+                        {"battersea": ("Battersea", ("SW11",))})
+    rows = _town(MIN_SCHOOLS, "London", "Wandsworth")
+    for r in rows:
+        r["postcode"] = "SW11 2AA"
+    reg = build_place_registry(_df(rows))
+    assert reg["locality:battersea"].name == "Battersea"
+    assert len(reg["locality:battersea"].urns) == MIN_SCHOOLS
+
+
+def test_locality_below_the_threshold_is_not_published(monkeypatch):
+    from backend import localities
+    monkeypatch.setattr(localities, "LOCALITY_OUTCODES",
+                        {"nowhere": ("Nowhere", ("ZZ99",))})
+    reg = build_place_registry(_df(_town(MIN_SCHOOLS, "London", "Wandsworth")))
+    assert "locality:nowhere" not in reg
+
+
+def test_a_locality_may_not_shadow_a_viable_town(monkeypatch, caplog):
+    """A colliding locality is skipped loudly, and the town survives.
+
+    This used to raise, which took down sitemap generation for all 25,000
+    school pages the first time a curated slug met a real GIAS town. Curated
+    data must not be able to break the site — and GIAS town names change with
+    no code change at all, so the raise could fire spontaneously.
+    """
+    import logging
+
+    from backend import localities
+    monkeypatch.setattr(localities, "LOCALITY_OUTCODES",
+                        {"brentwood": ("Brentwood", ("CM13",))})
+    rows = _town(MIN_SCHOOLS, "Brentwood", "Essex")
+    for r in rows:
+        r["postcode"] = "CM13 1AA"
+
+    with caplog.at_level(logging.ERROR):
+        reg = build_place_registry(_df(rows))
+
+    assert "locality:brentwood" not in reg      # skipped
+    assert "town:brentwood" in reg              # the town is untouched
+    assert "brentwood" in caplog.text           # and it was loud about it
+
+
+def test_a_locality_collision_does_not_break_the_rest_of_the_registry(monkeypatch):
+    # The whole point of skipping rather than raising.
+    from backend import localities
+    monkeypatch.setattr(localities, "LOCALITY_OUTCODES",
+                        {"brentwood": ("Brentwood", ("CM13",))})
+    rows = _town(MIN_SCHOOLS, "Brentwood", "Essex")
+    for r in rows:
+        r["postcode"] = "CM13 1AA"
+    reg = build_place_registry(_df(rows))
+    assert "authority:essex" in reg
+    assert "outcode:cm13" in reg
+
+
+def test_outcode_places_are_built_from_postcodes():
+    rows = _town(MIN_SCHOOLS, "Brentwood", "Essex")
+    for r in rows:
+        r["postcode"] = "CM13 1AA"
+    reg = build_place_registry(_df(rows))
+    assert reg["outcode:cm13"].name == "CM13"
+    assert len(reg["outcode:cm13"].urns) == MIN_SCHOOLS
+
+
+def test_malformed_postcodes_do_not_create_places():
+    rows = _town(MIN_SCHOOLS, "Brentwood", "Essex")
+    for r in rows:
+        r["postcode"] = "not a postcode"
+    reg = build_place_registry(_df(rows))
+    assert not any(k.startswith("outcode:") for k in reg)
+
+
+def test_every_curated_locality_is_structurally_valid():
+    # Guards the hand-maintained file: real slug, real name, real outcodes.
+    import re
+    from backend.localities import LOCALITY_OUTCODES
+
+    assert LOCALITY_OUTCODES, "the curated locality list must not be empty"
+    for slug, (name, outcodes) in LOCALITY_OUTCODES.items():
+        assert re.fullmatch(r"[a-z0-9-]+", slug), slug
+        assert name.strip() == name and name, slug
+        assert outcodes, f"{slug} has no outcodes"
+        for oc in outcodes:
+            assert re.fullmatch(r"[A-Z]{1,2}\d{1,2}[A-Z]?", oc), (slug, oc)
+
+
+def test_the_pipeline_seed_mirrors_the_canonical_module():
+    """Two copies with no drift guard is worse than one copy.
+
+    backend/localities.py is canonical because the backend image does not
+    contain pipeline/. The seed exists so the warehouse can join on the same
+    definitions, and this is what stops the two diverging — the same
+    arrangement assert_gias_code_names_match_seed.sql gives gias_codes.
+    """
+    import csv
+    from pathlib import Path
+
+    from backend.localities import LOCALITY_OUTCODES
+
+    seed_path = (Path(__file__).resolve().parents[2]
+                 / "pipeline/transform/seeds/locality_outcodes.csv")
+    assert seed_path.exists(), f"missing seed mirror at {seed_path}"
+
+    seed = {
+        row["locality_slug"]: (row["locality_name"],
+                               tuple(row["outcodes"].split("|")))
+        for row in csv.DictReader(seed_path.open())
+    }
+    assert seed == LOCALITY_OUTCODES
+
+
+def test_no_curated_locality_names_a_london_borough():
+    """Boroughs are authorities and already have a page.
+
+    A locality defined by two or three outcodes inside a borough would be a
+    partial, near-duplicate subset of that authority page — the exact
+    thin-content failure the two-namespace design exists to avoid. Hackney,
+    Islington, Greenwich and Ealing were all in the first draft.
+
+    Hardcoded rather than read from the corpus because this must fail in CI,
+    where there is no database.
+    """
+    from backend.localities import LOCALITY_OUTCODES
+
+    boroughs = {
+        "barking-and-dagenham", "barnet", "bexley", "brent", "bromley",
+        "camden", "croydon", "ealing", "enfield", "greenwich", "hackney",
+        "hammersmith-and-fulham", "haringey", "harrow", "havering",
+        "hillingdon", "hounslow", "islington", "kensington-and-chelsea",
+        "kingston-upon-thames", "lambeth", "lewisham", "merton", "newham",
+        "redbridge", "richmond-upon-thames", "southwark", "sutton",
+        "tower-hamlets", "waltham-forest", "wandsworth", "westminster",
+    }
+    named = boroughs & set(LOCALITY_OUTCODES)
+    assert not named, (
+        f"these are boroughs, not districts: {sorted(named)} - they already "
+        "have an authority page covering every school"
+    )

backend/tests/test_places_api.py

@@ -0,0 +1,71 @@
+"""Tests for the places API (spec 2026-08-21)."""
+
+import numpy as np
+import pandas as pd
+import pytest
+from fastapi.testclient import TestClient
+
+
+def _schools_df() -> pd.DataFrame:
+    base = {
+        "local_authority": "Essex", "school_type": "Academy",
+        "phase": "Primary", "year": 202425, "ofsted_grade": 2.0,
+        "ofsted_date": None, "attainment_8_score": np.nan,
+        "town": "Brentwood", "postcode": "CM13 1AA", "status": "Open",
+        "address": "1 Test Street", "latitude": 51.6, "longitude": 0.3,
+    }
+    return pd.DataFrame([
+        {**base, "urn": 100000 + i, "school_name": f"Brentwood School {i}",
+         "rwm_expected_pct": 50.0 + i}
+        for i in range(6)
+    ])
+
+
+@pytest.fixture()
+def client(monkeypatch):
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _schools_df)
+    monkeypatch.setattr(app_module, "load_latest_school_data", _schools_df)
+    monkeypatch.setattr(app_module, "_place_registry", None)
+    return TestClient(app_module.app, raise_server_exceptions=False)
+
+
+def test_registry_lists_each_published_place(client):
+    body = client.get("/api/places").json()
+    slugs = {(p["kind"], p["slug"]) for p in body["places"]}
+    assert ("town", "brentwood") in slugs
+    assert ("authority", "essex") in slugs
+    assert ("outcode", "cm13") in slugs
+
+
+def test_registry_carries_a_count_per_place(client):
+    body = client.get("/api/places").json()
+    town = next(p for p in body["places"] if p["slug"] == "brentwood")
+    assert town["count"] == 6
+
+
+def test_place_detail_returns_its_schools_ranked(client):
+    body = client.get("/api/places/town/brentwood").json()
+    assert body["place"]["name"] == "Brentwood"
+    scores = [s["rwm_expected_pct"] for s in body["schools"]]
+    assert scores == sorted(scores, reverse=True)
+
+
+def test_place_detail_carries_the_local_average(client):
+    body = client.get("/api/places/town/brentwood").json()
+    # 50..55 inclusive
+    assert body["averages"]["rwm_expected_pct"] == pytest.approx(52.5)
+
+
+def test_phase_filter_narrows_the_school_list(client):
+    body = client.get("/api/places/town/brentwood?phase=secondary").json()
+    assert body["schools"] == []
+
+
+def test_unknown_place_404s(client):
+    assert client.get("/api/places/town/atlantis").status_code == 404
+
+
+def test_unknown_kind_404s(client):
+    assert client.get("/api/places/planet/mars").status_code == 404

backend/tests/test_sitemap.py

@@ -0,0 +1,290 @@
+"""Tests for sitemap generation (spec 2026-08-20, workstream W1).
+
+The sitemap is built from the in-memory school DataFrame, so these inject a
+small frame via monkeypatch rather than touching a database.
+"""
+
+import numpy as np
+import pandas as pd
+import pytest
+
+
+def _schools_df() -> pd.DataFrame:
+    """Two schools: one with results, one with neither results nor Ofsted."""
+    base = {
+        "local_authority": "Testshire",
+        "school_type": "Academy",
+        "phase": "Primary",
+        "year": 202425,
+        "ofsted_date": None,
+    }
+    return pd.DataFrame(
+        [
+            {**base, "urn": 100001, "school_name": "Alpha Primary",
+             "rwm_expected_pct": 62.0, "attainment_8_score": np.nan,
+             "ofsted_grade": 2.0},
+            {**base, "urn": 100002, "school_name": "Ghost Primary",
+             "rwm_expected_pct": np.nan, "attainment_8_score": np.nan,
+             "ofsted_grade": np.nan},
+        ]
+    )
+
+
+@pytest.fixture()
+def sitemap(monkeypatch) -> str:
+    """The sitemap index."""
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _schools_df)
+    return app_module.build_sitemap()
+
+
+@pytest.fixture()
+def schools_child(monkeypatch) -> str:
+    """The first school child sitemap, where school URLs actually live."""
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _schools_df)
+    return app_module.build_sitemaps()["schools-1.xml"]
+
+
+@pytest.fixture()
+def static_child(monkeypatch) -> str:
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _schools_df)
+    return app_module.build_sitemaps()["static.xml"]
+
+
+def test_every_loc_uses_the_www_host(sitemaps):
+    # The apex 301s to www. A <loc> that redirects burns a crawl per URL.
+    # Checked across every file, index included, not just one.
+    #
+    # A child can legitimately be empty — this fixture holds two schools and no
+    # town clearing the threshold — so the presence check applies only to files
+    # that carry URLs. The absence check applies to all of them.
+    for name, xml in sitemaps.items():
+        assert "https://schoolcompare.co.uk" not in xml, name
+        if "<loc>" in xml:
+            assert "https://www.schoolcompare.co.uk" in xml, name
+
+
+def test_school_with_results_is_listed(schools_child):
+    assert "/school/100001-alpha-primary" in schools_child
+
+
+def test_school_with_no_results_and_no_ofsted_is_omitted(schools_child):
+    # Nothing for a search result to say about it. Submitting it spends crawl
+    # budget and drags the corpus-wide quality signal down.
+    #
+    # Asserted against the child, not the index: the index carries no school
+    # URLs at all, so it would pass this trivially and prove nothing.
+    assert "/school/100002" not in schools_child
+
+
+def test_no_invented_priority_or_changefreq(sitemaps):
+    # Google ignores both. They were noise dressed as signal.
+    for name, xml in sitemaps.items():
+        assert "<priority>" not in xml, name
+        assert "<changefreq>" not in xml, name
+
+
+def test_ofsted_date_becomes_lastmod(monkeypatch):
+    from backend import app as app_module
+    import datetime
+
+    def _df():
+        base = _schools_df()
+        base.loc[base["urn"] == 100001, "ofsted_date"] = datetime.date(2024, 3, 14)
+        return base
+
+    monkeypatch.setattr(app_module, "load_school_data", _df)
+    xml = app_module.build_sitemaps()["schools-1.xml"]
+    assert "<lastmod>2024-03-14</lastmod>" in xml
+
+
+def test_no_lastmod_invented_when_date_unknown(monkeypatch):
+    # An always-now lastmod is a claim Google learns to distrust. Absent
+    # honestly means unknown.
+    from backend import app as app_module
+
+    def _df():
+        df = _schools_df()
+        df["ofsted_date"] = None
+        return df
+
+    monkeypatch.setattr(app_module, "load_school_data", _df)
+    # The child only. The index legitimately carries a lastmod, because there
+    # it means "when this sitemap file changed", which we do know.
+    xml = app_module.build_sitemaps()["schools-1.xml"]
+    assert "<lastmod>" not in xml
+
+
+def test_static_routes_are_listed(static_child):
+    for path in ("/", "/rankings", "/compare", "/admissions"):
+        assert f"<loc>https://www.schoolcompare.co.uk{path}</loc>" in static_child
+
+
+@pytest.fixture()
+def sitemaps(monkeypatch) -> dict:
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _schools_df)
+    return app_module.build_sitemaps()
+
+
+def test_index_lists_each_child(sitemaps):
+    index = sitemaps["sitemap.xml"]
+    assert "<sitemapindex" in index
+    assert "https://www.schoolcompare.co.uk/sitemaps/static.xml" in index
+    assert "https://www.schoolcompare.co.uk/sitemaps/schools-1.xml" in index
+
+
+def test_index_carries_no_url_elements(sitemaps):
+    # A sitemap index holds <sitemap> entries only; mixing in <url> is invalid.
+    assert "<url>" not in sitemaps["sitemap.xml"]
+
+
+def test_index_does_not_list_itself(sitemaps):
+    assert "<loc>https://www.schoolcompare.co.uk/sitemap.xml</loc>" not in sitemaps["sitemap.xml"]
+
+
+def test_static_child_holds_the_static_routes(sitemaps):
+    static = sitemaps["static.xml"]
+    for path in ("/", "/rankings", "/compare", "/admissions"):
+        assert f"<loc>https://www.schoolcompare.co.uk{path}</loc>" in static
+
+
+def test_school_child_holds_the_schools(sitemaps):
+    assert "/school/100001-alpha-primary" in sitemaps["schools-1.xml"]
+
+
+def test_children_are_chunked_under_the_limit(monkeypatch):
+    # Sitemaps cap at 50,000 URLs per file. Chunk at 10,000 so a child stays
+    # small enough to eyeball in Search Console.
+    from backend import app as app_module
+    import pandas as _pd
+
+    rows = [
+        {"urn": 200000 + i, "school_name": f"School {i}", "year": 202425,
+         "rwm_expected_pct": 60.0, "attainment_8_score": None,
+         "ofsted_grade": 2.0, "ofsted_date": None}
+        for i in range(10_001)
+    ]
+    monkeypatch.setattr(app_module, "load_school_data", lambda: _pd.DataFrame(rows))
+
+    maps = app_module.build_sitemaps()
+    assert maps["schools-1.xml"].count("<url>") == 10_000
+    assert maps["schools-2.xml"].count("<url>") == 1
+
+
+def test_build_sitemap_still_returns_the_index(sitemap):
+    # lifespan and the admin endpoint call build_sitemap(); keep it working.
+    assert "<sitemapindex" in sitemap
+
+
+def test_school_with_results_in_an_earlier_year_is_still_listed(monkeypatch):
+    """Regression: The Mallard Academy (150367).
+
+    Real KS2 results 2015-16 to 2018-19, then null rows from 2022-23 onward
+    because the school stopped reporting. The first cut tested the latest
+    year's row alone and dropped it, along with ~220 others, even though its
+    detail page shows all four years of results.
+    """
+    from backend import app as app_module
+    import pandas as _pd
+
+    base = {"local_authority": "Testshire", "school_type": "Academy",
+            "phase": "Primary", "ofsted_date": None, "ofsted_grade": np.nan,
+            "attainment_8_score": np.nan, "urn": 150367,
+            "school_name": "Mallard Academy"}
+    df = _pd.DataFrame([
+        {**base, "year": 201819, "rwm_expected_pct": 67.0},
+        {**base, "year": 202324, "rwm_expected_pct": np.nan},
+        {**base, "year": 202425, "rwm_expected_pct": np.nan},
+    ])
+    monkeypatch.setattr(app_module, "load_school_data", lambda: df)
+
+    xml = app_module.build_sitemaps()["schools-1.xml"]
+    assert "/school/150367-mallard-academy" in xml
+
+
+def test_school_with_no_results_in_any_year_is_still_omitted(monkeypatch):
+    """The fix must not turn into "list everything"."""
+    from backend import app as app_module
+    import pandas as _pd
+
+    base = {"local_authority": "Testshire", "school_type": "Academy",
+            "phase": "Primary", "ofsted_date": None, "ofsted_grade": np.nan,
+            "attainment_8_score": np.nan, "rwm_expected_pct": np.nan,
+            "urn": 100002, "school_name": "Ghost Primary"}
+    df = _pd.DataFrame([{**base, "year": y} for y in (202324, 202425)])
+    monkeypatch.setattr(app_module, "load_school_data", lambda: df)
+
+    assert "/school/100002" not in app_module.build_sitemaps()["schools-1.xml"]
+
+
+def _places_df() -> pd.DataFrame:
+    base = {
+        "local_authority": "Essex", "school_type": "Academy",
+        "phase": "Primary", "year": 202425, "ofsted_grade": 2.0,
+        "ofsted_date": None, "attainment_8_score": np.nan,
+        "town": "Brentwood", "postcode": "CM13 1AA",
+    }
+    return pd.DataFrame([
+        {**base, "urn": 100000 + i, "school_name": f"Brentwood School {i}",
+         "rwm_expected_pct": 60.0}
+        for i in range(6)
+    ])
+
+
+@pytest.fixture()
+def place_sitemaps(monkeypatch) -> dict:
+    from backend import app as app_module
+
+    monkeypatch.setattr(app_module, "load_school_data", _places_df)
+    monkeypatch.setattr(app_module, "_place_registry", None)
+    return app_module.build_sitemaps()
+
+
+def test_place_children_are_listed_in_the_index(place_sitemaps):
+    index = place_sitemaps["sitemap.xml"]
+    assert "/sitemaps/places-1.xml" in index
+    assert "/sitemaps/outcodes-1.xml" in index
+
+
+def test_town_and_authority_urls_use_their_own_namespaces(place_sitemaps):
+    xml = place_sitemaps["places-1.xml"]
+    assert "<loc>https://www.schoolcompare.co.uk/schools/brentwood</loc>" in xml
+    assert "<loc>https://www.schoolcompare.co.uk/schools/authority/essex</loc>" in xml
+
+
+def test_outcode_urls_live_in_their_own_child(place_sitemaps):
+    assert "/schools/near/cm13" in place_sitemaps["outcodes-1.xml"]
+    assert "/schools/near/cm13" not in place_sitemaps["places-1.xml"]
+
+
+def test_place_urls_carry_no_priority_or_changefreq(place_sitemaps):
+    for name in ("places-1.xml", "outcodes-1.xml"):
+        assert "<priority>" not in place_sitemaps[name]
+        assert "<changefreq>" not in place_sitemaps[name]
+
+
+def test_phase_variants_are_submitted_where_the_phase_clears_the_threshold(place_sitemaps):
+    # "primary schools in beccles" is the query shape the baseline showed, so
+    # each variant is its own page and has to be submitted. Emitting only the
+    # bare place URL left ~950 of them reachable by nothing.
+    xml = place_sitemaps["places-1.xml"]
+    assert "<loc>https://www.schoolcompare.co.uk/schools/brentwood/primary</loc>" in xml
+
+
+def test_a_phase_below_its_own_threshold_is_not_submitted(place_sitemaps):
+    # The fixture is six primaries and no secondaries.
+    xml = place_sitemaps["places-1.xml"]
+    assert "/schools/brentwood/secondary" not in xml
+
+
+def test_outcodes_get_no_phase_variants(place_sitemaps):
+    # Nobody searches "primary schools in CM13"; the routes do not exist.
+    xml = place_sitemaps["outcodes-1.xml"]
+    assert "/primary" not in xml and "/secondary" not in xml

docs/branch-cleanup-2026-08-20.txt

@@ -0,0 +1,85 @@
+# Remote branch cleanup, 2026-08-20
+# Restore any branch with:  git push origin <sha>:refs/heads/<name>
+
+## Deleted: fully merged into main (content is in main)
+75677f4252b759ef895e7d5f7c19f8f1745bdb59 add-contact-form-footer
+fa1abff642683dfd26ba88a295a0a6710d77147a chore/byline-removal-and-audit-figure
+95081d38bdf87764ef5d298676c25fae4cd3b792 chore/remove-parent-view
+6877abedebfc1c7d95f1f6ebe68945c62be528ab chore/staged-prod-promotion
+090d5f7bec824e083d3252e2c6e636686016304d ci/frontend-checks-speedup
+8c3a5cc4e9f551f0190d85357ce7741ad87f3a4c design/cohort-identity
+955659580067ca8b81bd77e31e4e2554103f094d feat/allow-analytics-iframe-embed
+6828f6cd4417284ea3eb6f088fa20945b8b40ed3 feat/compare-chips-two-per-row
+d5cd0abfee226885119665da5d2aa8288b59217f feat/compare-data-foundation
+6dd9b04b50bee146682da87efad8fc8b526251c5 feat/compare-frontend-rebuild
+96d5fcf5b07b6f175b48e9b20fcb765a320a907f feat/detail-header-details-reveal
+f1388ff5bd0af1409823a1e047b7ba84246a0f70 feat/gias-sixth-form-flag
+eddf74745f86c9c6d9eb07d867246ff9cc90dc20 feat/hero-artwork-v2
+3015c37bac6dc28db58c80fdb9235942c25b83d7 feat/hero-byline
+8e763e39d17a4964cf558e51c03f044186371f6d feat/info-popover-tooltip
+88c653215d520ab6e902c9de55bf27d86eeb90c3 feat/last-distance-offered
+a72323874f7aebdb2e64b6d64a5febd61152d09d feat/last-distance-offered-full
+c9a1892bfb0370e0672e5849cba294ddfabe3c65 feat/latest-cutoff-only
+4e8df006d75d8be2a1d8529ddf855c445854cba1 feat/near-me-by-search
+45ab479062c6a1639facad636fc0cc0cf0fd9155 feat/proposed-to-close-schools
+3bf2e8f262cbe058fda6de6f8ea3e050224a51b9 feat/school-detail-visualisations
+1f80571b1ff217dc92b660a936c02b5f49d07f0b feat/umami-heatmap-recorder
+609bb923d96aa5730131463ea35d5efdd404bf96 feature/ingest-independent-schools
+94151c58ea38a9256d66d15161293486a500c7a2 fix/admissions-section-height
+79246edc22961c2beb3520437e9d064d3b809d10 fix/annual-dag-ks4-national-selector
+59ac9c10b97e0ef1143f57fea06b324e72ac3d4a fix/chart-marker-contrast
+9f8dba227c95706ca3527bd48d381e7622cc0a5e fix/compare-chart-refetch-resilience
+e74d3882ce78a141fa1a57daa3102d7a58852dc3 fix/compare-expert-fixes
+80176cac4db4820e76ea2a156c7a2974bee2f203 fix/compare-final-review-mustfix
+f579630fab6c456e26a6984a3e8eebdbe3184202 fix/compare-mockup-drift
+dc85254ad2ddf134b4434065d4762cef374d2220 fix/compare-null-year-blanks-chart
+43a2c4a6bc539b621f31655aec05ef319a25f343 fix/compare-refresh-and-fetch
+d677b5453365b72c81d6df2de62b1fa0d05d684d fix/daily-dag-cache-invalidation
+f6bb037c471553e8195b5a8b147467ce0d07a688 fix/detail-all-through
+17bd4d5a5eb0b12ca79b97db587f14f7d671e85b fix/detail-chart-truthfulness
+4e6be0ce65647410b4ff74f8b763207c28920c26 fix/detail-inclusion-admissions
+fdda52ff0af3fae03a4b059a655973cdbb269f91 fix/detail-ofsted-correctness
+e36125b24aba254a8d15c5c33b4d2a296e691995 fix/detail-provenance-anchoring
+b31e71ac884df6507f567adc046c9fc52d9d310a fix/detail-report-card-render-date
+32f8a02862be6a1d49f4c3928b17fcf15d4c94cc fix/detail-trend-chart-taller
+e65688d600a86818fe21ae4c61ba27e5b6ec8d7c fix/e2e-brand-assertions
+3adea73ee04cdedfab54b0351878b297f72756ad fix/e2e-compare-chips-phase
+06e4898c30feaedc471f97aba28ddb0d61379f4d fix/e2e-compare-samephase
+9abd020967670a855e80fe5a908c8048a3aa9f14 fix/e2e-distance-locator
+acec8135e1ec7c9c3c255e5b23733a0ef862b590 fix/e2e-rankings-year-pick
+5944d88f0b1517ef1ef56af1b62270d2cf28e717 fix/expert-signoff-mustfixes
+2433101fa08be5df6f170d41790512ffe823d33e fix/font-cascade-and-map-palette
+74ca76d150deec6725259d9637ea86d7bb90c683 fix/gias-legacy-fallback
+bdaa05cd542f563ef74c45307cd8f7fc465193c9 fix/hero-fallback-and-sharp
+d52d384cf23d282b44e9251176f8f3402d808600 fix/hero-map-ios-fullscreen
+4043270a77bbe4edb18207fa5f1d94d4747fe12f fix/hero-mobile-and-wording
+22e9eb2d48b0d6623e88fd67cb6ca8e5e4074583 fix/homepage-education-accuracy
+8d50afef1e8a2b621b7344eadf475b0d609ad7a2 fix/leaflet-specificity-and-font-assertion
+b2b2cad5acf534ae7a667d3fb2be15efff37c4a7 fix/list-map-report-card-signal
+dc21e80a5e9eebd13aaab84735642eb77cef35e6 fix/mobile-cell-name-size
+e5f7f4c959f024c073472122d858333a0f24866c fix/mobile-compare-polish
+a00cbe916182d1e04661c750a1ce2e7ad27a68ae fix/mobile-sort-select-overflow
+2fd997bfe640c419a6713e85df008463de7f56e8 fix/modal-keyboard-viewport
+3e7705756776a0c44d27966dfc972023f1f38b69 fix/ofsted-link-text
+ce422e64363e2b03c186ef316832b6de15502d67 fix/promote-status-token
+4522cbf64560db1e1cd519e119aa466b42cd16a1 fix/proposed-to-close-copy
+15da060e4af37fbae919e0edf25f108266de2585 fix/rankings-admissions-accuracy
+6c872ce726f210433354ca38dc5314bc6a467534 fix/rankings-year-validation
+1c1df7796194af3d47f8e5ac0a0fbe6f323700e7 fix/report-card-chip-alignment
+b2dc4d0779ced02709429afaa5985acf4abda794 fix/results-map-ios-fullscreen
+95a5783da1fc994df76cb97238b55596dce4cd8f fix/runtime-api-proxy
+8a9ba30cc24e29653a72c03c0e817684b7db7c07 fix/sats-per-level-national
+536832a524fc4f9ed858f047e00b9a4d9d429c46 fix/school-detail-nan-500
+fef83b3bf244a9bf3cb4afa75dbc433d8725014f fix/schoolbar-sticky-offset
+b0c5b6bb57c879477da12c37b15cff950c29ebd3 fix/secondary-anchors-button-affordance
+261403bcd2b01aa4f26ee212e26302fc0f769bf9 fix/special-note-full-width
+ea5249a2ea6faf6bfa5a1522644387ba59770ec8 fix/standardise-distance-units
+e4565e9f158721d4df6b918f2b065de82851f8d9 fix/trends-chart-height
+3aad5101a842539105022f9059e85c224fc5973a fix/welsh-establishment-leak
+315f1feede70bdf3101d2fdd305b3d06e037fdac perf/batch-supplementary
+d2dc78aeb599e16b7ef5019be2b360b08df463bc perf/compare-loading
+e098ad4bd1130152705788d4773837b7d1e7112e perf/server-client-split
+
+## Deleted: superseded by PR #110 (content preserved on feat/seo-crawl-hygiene-main)
+786ec80dd4de4a3cb674a89e35b3b5e461639289 feat/seo-crawl-hygiene
+a5ac0bcd1b37bc10dcbce88f8601d01bf7b3eaaf feat/england-only-corpus

docs/superpowers/specs/2026-08-20-seo-programme-design.md

@@ -0,0 +1,309 @@
+# SEO Programme — Design
+
+Date: 2026-08-20
+Status: awaiting review
+
+## Problem
+
+schoolcompare ranks second for "school compare" — an exact match for the
+brand and the domain. It ranks poorly for "compare schools", "school
+comparison" and "schools near me". The first is a naming artefact and
+transfers to nothing; the rest are the queries that actually carry parent
+demand.
+
+The cause is structural, not editorial. The site publishes five route
+families:
+
+    /  /compare  /rankings  /admissions  /school/[slug]
+
+Location intent has no landing page at all. Every competitor outranking us
+on those queries wins with programmatic location pages:
+
+| Competitor    | URL pattern                                |
+|---------------|--------------------------------------------|
+| School Guide  | `/best-schools-in/manchester`              |
+| Locrating     | `/the-best-primary-schools-in-Manchester_…`|
+| FindMySchool  | `/best-primary-schools/manchester`         |
+| Snobe         | `/best-primary-schools/manchester`         |
+| School Atlas  | `/guides/best-primary-schools-manchester`  |
+
+"Schools near me" is a local-intent query. Google resolves it against the
+user's coordinates and serves pages that are *about a place*. A national
+homepage cannot win it. No title or description change fixes this; only
+pages Google can localise will.
+
+## Baseline (measured 2026-08-20, production API)
+
+| Measure                                    | Value   |
+|--------------------------------------------|---------|
+| Unique schools                              | 27,229  |
+| URLs in sitemap.xml                         | 27,232  |
+| Schools with 2024/25 performance data       | 21,266  |
+| Schools with **no** current performance data| ~5,963 (22%) |
+| Welsh establishments (all metrics null)     | 1,569   |
+| Overseas / offshore establishments           | 467     |
+| Static URLs in sitemap                      | 3       |
+| Routes setting a canonical                  | 1 of 5  |
+
+Three findings from that table drive the plan.
+
+**We submit ~6,000 thin pages to Google.** `build_sitemap()`
+(`backend/app.py:73`) enumerates every URN regardless of whether the school
+has any data. Welsh establishments return `school_type: "Welsh
+establishment"` with every performance metric, Ofsted grade and phase field
+null. Overseas and offshore establishments ("BFPO Overseas Establishments",
+"Gibraltar Overseas Establishments", "Jersey Offshore Establishments") are
+in the local-authority list too. At 22% of the submitted corpus this is a
+site-wide quality signal problem and a crawl-budget waste, not a rounding
+error.
+
+W1 item 4 removes 2,036 of those — every non-England establishment — taking
+the corpus to 25,193. The 3,927 that remain are English schools with no
+current data: mostly newly opened, special, nursery or alternative provision.
+Those are a template problem, not a corpus problem, and item 5 handles them
+separately.
+
+**The homepage is its own competitor.** `app/page.tsx` accepts eleven search
+params (`search`, `local_authority`, `school_type`, `phase`, `page`,
+`postcode`, `radius`, `sort`, `gender`, `admissions_policy`,
+`has_sixth_form`) and sets no canonical. Every filter combination is a
+crawlable near-duplicate of the single page we are asking to rank for
+"compare schools".
+
+**School pages are near-orphans.** Reachable from the sitemap and from site
+search, but almost nothing links to them contextually, so they accrue no
+internal authority.
+
+Also noted: the sitemap emits invented `priority` values and no `lastmod`.
+Google ignores `priority` and `changefreq` entirely; `lastmod` is the field
+it does read, and we omit it.
+
+## Keyword clusters
+
+Ranked by judgement of UK parent search behaviour and by the competitive
+SERP evidence above. Google Search Console is connected, so cluster
+priorities are to be re-derived from measured impressions before build
+starts (see Workstream 0).
+
+**C1 — Head "compare" terms.** compare schools · school comparison · school
+comparison tool · compare school performance · compare primary schools ·
+compare secondary schools · compare two schools
+
+**C2 — League tables and rankings.** primary school league tables ·
+secondary school league tables · school league tables 2026 · SATs results by
+school · GCSE results by school · KS2 league tables · Progress 8 rankings ·
+best primary schools in [town] · top 10 primary schools in [LA]
+
+**C3 — Local / near me.** schools near me · primary schools near me ·
+secondary schools near me · best schools near me · good schools near me ·
+schools in [town] · primary schools in [LA] · schools near [postcode] ·
+[postcode] school catchment
+
+**C4 — Individual school long tail.** [school] ofsted · [school] SATs
+results · [school] catchment area · [school] reviews · [school] URN
+
+**C5 — Admissions.** primary school admissions 2027 · national offer day
+2027 · school application deadline · school admissions appeal ·
+oversubscription criteria · distance criteria school admissions · didn't get
+first choice school · school admissions [LA]
+
+**C6 — Metric explainers.** what is a good SATs score · what is Progress 8 ·
+what is Attainment 8 · expected standard KS2 meaning · scaled score
+explained · Ofsted grades explained · Ofsted report cards · pupil premium
+explained
+
+**C7 — Head to head.** [school A] vs [school B] · academy vs community
+school · grammar school vs comprehensive · faith school vs community school
+
+## Workstreams
+
+### W0 — Measure before touching anything
+
+Export a Google Search Console baseline: impressions, clicks, average
+position and CTR by query and by page, for the trailing 16 months. Bucket
+queries into C1–C7. This sets the counterfactual — without it, no later
+claim about lift is defensible, because school-search traffic is strongly
+seasonal (results day in December, offer day in March/April).
+
+Re-rank C1–C7 against measured impressions and adjust the sequence below if
+the data disagrees with the judgement calls.
+
+### W1 — Crawl hygiene and index sanity
+
+Cheap, and it unblocks everything after it. Adding 5,000 pages on top of a
+corpus that is 22% thin would compound the existing problem.
+
+1. Canonical on every route. `/`, `/rankings`, `/compare` and `/admissions`
+   currently set none.
+2. The homepage canonicalises to `/` regardless of search params.
+3. `/compare?urns=…` gets `noindex, follow` — it is an unbounded parameter
+   space with no standalone value.
+4. **England only — DONE.** Wales, the Crown Dependencies, Gibraltar and the
+   service/overseas schools are removed from the corpus at the mart boundary,
+   not hidden at the view layer. `dim_school` and `dim_location` both exclude
+   `TypeOfEstablishment` in {25, 26, 30, 37} — Offshore schools, Service
+   children's education, Welsh establishment, British schools overseas —
+   listed once as `vars.non_england_school_type_codes` in `dbt_project.yml`.
+   That removes 2,036 establishments and 29 local authorities, and because
+   `build_sitemap()` reads the same marts, it drops them from the sitemap in
+   the same stroke. `assert_england_only_schools` fails the pipeline if a GIAS
+   refresh reintroduces them or if the two models drift apart.
+5. Prune the remaining thin pages: exclude any school with no performance data
+   **and** no Ofsted record. Distinct from item 4 — these are English schools
+   with nothing yet to show, so the fix may be a better template rather than
+   removal.
+6. Rebuild the sitemap as a sitemap **index**: one child per page family,
+   real `lastmod` from the data-load timestamp, `priority` and `changefreq`
+   dropped.
+
+### W2 — The location layer
+
+The dominant lever. `dim_location` already carries `town`, `county`,
+`local_authority_name`, `parliamentary_constituency`, `latitude`,
+`longitude` and `postcode`, so no new ingestion is required.
+
+Routes:
+
+    /schools/[la]                     e.g. /schools/manchester
+    /schools/[la]/primary
+    /schools/[la]/secondary
+    /best-primary-schools/[town]
+    /best-secondary-schools/[town]
+    /schools/near/[outcode]           e.g. /schools/near/m20
+    /schools/near-me                  geolocating hub
+
+**Thin-page threshold: generate a town or outcode page only where at least
+five schools have current performance data.** Below that, 301 to the parent
+LA page. This is the single most important constraint in the workstream —
+it is what separates a location layer from index bloat.
+
+Each page must earn its place with content a parent would actually use, not
+a template shell:
+
+- H1 matching the query intent ("Best primary schools in Manchester")
+- Counts framed usefully: "137 primary schools, 9 rated Outstanding"
+- A ranked table of the top 20 on the headline metric
+- Local average against the England average
+- Ofsted grade distribution
+- Map
+- Links to neighbouring towns and to the parent LA
+- An FAQ block (feeds `FAQPage` in W4)
+- Links to every school page in scope — this is what de-orphans W1's corpus
+
+Sizing estimate: ~150 usable LAs × 3 ≈ 450; towns clearing the threshold
+≈ 1,200 × 2 ≈ 2,400; outcodes ≈ 2,300. Roughly **5,000 new pages**,
+comfortably inside a sitemap index and well under the per-file 50,000 limit.
+
+### W3 — Make rankings indexable
+
+`/rankings` is driven entirely by query params, so Google indexes
+approximately one page where there should be hundreds.
+
+    /rankings/[phase]/[metric]
+    /rankings/[phase]/[metric]/[la]
+
+The interactive filter UI stays; its state moves into real paths. Param
+forms canonicalise to the clean path. This is the direct play for C2.
+
+### W4 — Structured data and internal linking
+
+- Replace the bare `EducationalOrganization` on school pages with `School`,
+  and populate it properly.
+- `BreadcrumbList` site-wide.
+- `ItemList` on every rankings and location page.
+- `FAQPage` on admissions and on location pages.
+- New school-page modules: "Other schools in [town]", "Nearby schools",
+  "Compare with similar schools". Each links out to W2 and W3 pages, which
+  is what circulates authority instead of stranding it.
+
+Explicitly **not** doing `Dataset` or `AggregateRating` — no review corpus
+exists, and fabricating one would be both useless and a policy violation.
+
+### W5 — Admissions expansion
+
+One static page currently carries an entire cluster.
+
+    /admissions/[la]                  per-authority deadlines and offer day
+    /admissions/appeals
+    /admissions/national-offer-day
+
+`school admissions [LA]` is high-intent and highly seasonal; per-authority
+pages are the natural unit.
+
+### W6 — Explainer content
+
+    /guides/progress-8
+    /guides/attainment-8
+    /guides/sats-scaled-scores
+    /guides/ofsted-grades
+    /guides/expected-standard
+
+Each links into the corresponding W3 rankings page. Cheap to build, and it
+is what gives the metric vocabulary enough topical weight to support C1–C4.
+
+### W7 — Head-to-head pages
+
+    /compare/[school-a]-vs-[school-b]
+
+C7 is uncontested and native to the product. It is also the easiest way to
+destroy everything W1 fixes: 27,229 schools generate 370 million pairs.
+**Curated pairs only** — same town, both with current data, both with real
+search demand — capped in the low thousands. Gated behind evidence that W2
+is indexing cleanly.
+
+### W8 — Metadata rewrite for C1
+
+Current homepage title is `schoolcompare | Compare every school in England`,
+which spends the most valuable position on the brand. Rewrite the homepage,
+rankings and compare titles and descriptions around C1 phrasing. Small
+change, and the cheapest item in the programme.
+
+## Sequencing
+
+    W0 → W1 → W2 → W3 → W4 → W5 → W6 → (W7 if W2 indexes cleanly)
+
+W1 before W2 is not negotiable: adding pages to a corpus that is 22% thin
+compounds the problem rather than diluting it.
+
+This spec is a programme, not a single implementation plan. Each workstream
+gets its own plan and its own PR; W2 will likely need several. Only W0 and W1
+are ready to plan against today — the rest should be re-read after W0's
+Search Console baseline lands, because that data may reorder them.
+
+## Testing
+
+Per CLAUDE.md, user-facing behaviour changes extend the `e2e/` journeys in
+the same PR. Each workstream adds:
+
+- W1: canonical present and correct on every route; `/compare?urns=` carries
+  `noindex`; sitemap excludes a known dataless URN.
+- W2: a known LA, town and outcode page renders with the expected school
+  count; a below-threshold town redirects to its LA.
+- W3: a clean rankings path renders; the param form canonicalises to it.
+- W4: JSON-LD parses and validates against the declared types.
+
+## Risks
+
+**Index bloat.** The failure mode of every programmatic SEO programme. The
+five-school threshold, the W1 prune and the W7 gate are the three controls.
+
+**Helpful-content exposure.** Google's stance on templated location pages
+has hardened. The mitigation is that each page carries genuinely local
+computed data — real counts, real distributions, real local-vs-national
+comparison — rather than a name substituted into boilerplate.
+
+**Build cost.** School pages already use ISR with a 7-day revalidate and
+`PRERENDER_SCHOOLS` gating full prerender. 5,000 more routes need the same
+treatment; full static generation of 32,000 pages is likely impractical in
+CI.
+
+**Seasonality.** Results day and offer day dominate the traffic curve.
+Judging the programme on a mid-summer window would misread it in either
+direction. W0's baseline must be year-on-year, not month-on-month.
+
+## Open questions
+
+1. Catchment areas are Locrating's moat and a strong C3 driver
+   (`[postcode] school catchment`). `fact_admissions` carries admission
+   distances. Is deriving approximate catchment a later workstream, or out
+   of scope?

docs/superpowers/specs/2026-08-21-w2-location-layer-design.md

@@ -0,0 +1,278 @@
+# W2: The Location Layer — Design
+
+Date: 2026-08-21
+Status: awaiting review
+Supersedes: workstream W2 in `2026-08-20-seo-programme-design.md`
+
+Scope note: this covers four page families in one spec. Splitting them — towns
+and authorities first, outcodes and localities after — was proposed and
+declined in favour of building the layer in one pass. The decomposition
+argument was that the curated locality seed needs human review and would hold
+up 783 pages of measured demand behind it; that risk is accepted here, and the
+implementation plan should sequence the seed early enough that review time
+does not become the critical path.
+
+## Problem
+
+Location intent is the largest unserved demand the site has. In the 16-month
+Search Console baseline it draws **874 impressions, one click, average
+position 49.5**. The site does not compete.
+
+Unlike named-school queries — which the same baseline showed to be
+navigational and unwinnable, since a parent typing "audley junior school"
+wants that school's own website — location queries have no incumbent owner.
+Nobody owns "primary schools in Brentwood" the way a school owns its name.
+
+The cause is structural: the site has no page about a place. Every competitor
+ranking above it does.
+
+## What the demand actually looks like
+
+Every location query in the baseline is **town or district level**. Not one is
+an administrative area:
+
+| Query | Impressions | Position |
+|-------|-------------|----------|
+| colleges in solihull | 112 | 51.2 |
+| schools in ramsey | 64 | 42.5 |
+| schools in crosby | 57 | 47.7 |
+| primary schools in beccles | 44 | 40.9 |
+| private schools in battersea | 41 | 71.9 |
+| secondary schools in brentwood | 37 | 56.1 |
+| secondary schools in canary wharf | 30 | 35.9 |
+
+Three patterns follow directly, and they drive the whole design.
+
+**Towns, not authorities.** The superseded W2 put `/schools/[la]` first and
+towns second. The data inverts that. Brentwood appears four times in different
+phrasings; Beccles twice. Both are towns, not authorities.
+
+**Phase is part of the query**, not a filter applied afterwards: "primary
+schools in beccles", "secondary schools in brentwood", "colleges in solihull".
+
+**London is searched by district** — Battersea, Canary Wharf — and the GIAS
+`town` field cannot serve it at all.
+
+## Measured sizing
+
+Counted against the live corpus of 25,185 schools, not estimated.
+
+| Family | Viable (≥5 schools) | Below threshold |
+|--------|--------------------|-----------------|
+| Towns | **783** | 907 → redirect to authority |
+| Outcodes | **1,760** | 305 |
+| Local authorities | 154 | — |
+| London localities | ~100–150 (curated) | — |
+
+With phase variants — 783 town pages plus roughly 700 primary and 250
+secondary variants, 154 authorities across three variants, 1,760 outcodes and
+the curated localities — the total lands near **4,000 pages**. Phase variants
+need their own threshold: there are 17,426 primaries but only 4,456 secondaries nationally,
+so most towns will support a primary page and not a secondary one.
+
+## Two design problems this spec exists to solve
+
+### 1. Town and authority names collide, and neither contains the other
+
+67 viable towns share a name with a local authority. The obvious fix — let the
+authority absorb the town, since it sounds like a superset — **does not work**:
+
+| Place | Schools in the town | Schools in the authority |
+|-------|--------------------|-----------------------|
+| Bedford | 104 | 86 |
+| Birmingham | 520 | 518 |
+| Derby | 157 | 119 |
+| Doncaster | 152 | 145 |
+
+The authority is the larger set in only 43 of the 67. Postal towns cross
+authority boundaries, so these are overlapping sets that happen to share a
+name. Publishing both into one namespace produces near-duplicate pages, which
+is the specific failure that sinks programmatic SEO.
+
+**Resolution: two namespaces.**
+
+```
+/schools/[place]              towns and London localities
+/schools/[place]/primary
+/schools/[place]/secondary
+/schools/authority/[la]       local authorities
+/schools/authority/[la]/primary
+/schools/authority/[la]/secondary
+/schools/near/[outcode]
+```
+
+Outcodes carry no phase variants: nobody searches "primary schools in SW11",
+so the variants would be pages without demand.
+
+Every collision disappears by construction. `/schools/[place]` keeps the clean
+URL for the pattern that carries the demand; authorities get a namespace whose
+purpose is genuinely different — admissions are authority-run, and the
+authority page is the one that can speak to catchment policy and LA averages.
+
+A place page and an authority page of the same name must each say plainly
+which set of schools they cover, or they read as duplicates to a reader even
+when they differ in fact.
+
+### 2. London has no locality field
+
+`town` collapses **1,819 London schools into the single value "London"**. A
+page listing all of them is useless, and borough pages do not help because
+people search "Battersea", not "Wandsworth".
+
+No single field solves it:
+
+| Search term | `parliamentary_constituency` | postcodes.io `admin_ward` |
+|-------------|------------------------------|---------------------------|
+| Battersea | **Battersea** ✓ | Northcote / Wandsworth Town ✗ |
+| Canary Wharf | Poplar and Limehouse ✗ | **Canary Wharf** ✓ |
+| Vauxhall | Vauxhall and Camberwell Green ✗ | **Vauxhall** ✓ |
+
+And neither covers Clapham, Shoreditch or Peckham, which are postal and
+colloquial rather than administrative.
+
+**Resolution: a curated seed mapping locality to outcodes.**
+
+```
+pipeline/transform/seeds/locality_outcodes.csv
+locality_slug,locality_name,outcodes,region
+battersea,Battersea,"SW11|SW8",London
+canary-wharf,Canary Wharf,"E14",London
+clapham,Clapham,"SW4|SW9",London
+```
+
+This needs **no new ingestion** — the corpus already has postcodes. It puts
+the fuzzy, contested part of the problem in a reviewable file rather than in
+derived logic, which suits it: locality boundaries are a judgement, not a
+fact. The repo already uses dbt seeds for curated reference data
+(`la_code_names.csv`, `gias_code_names.csv`), so this follows an established
+pattern.
+
+The seed generalises past London. Any colloquial place — Jesmond, Chorlton,
+Clifton — can be defined by its outcodes without a schema change.
+
+**Constraint:** a locality slug may not collide with a viable town slug. The
+place registry enforces this and fails the build rather than silently
+shadowing a town.
+
+## Architecture
+
+### The place registry
+
+One module owns the question "what places do we publish, and what is in each".
+Everything else reads from it: the pages, the sitemap, the internal links.
+
+```
+backend/places.py
+
+  Place = { kind: "town"|"locality"|"authority"|"outcode",
+            slug, name, urn_list, parent_authority | None }
+
+  build_place_registry(df) -> dict[str, Place]
+  place_schools(slug, phase=None) -> list[School]
+```
+
+Built once at startup from the same DataFrame the sitemap uses, and rebuilt by
+the existing `/api/admin/regenerate-sitemap` path after a pipeline run.
+Registry construction is where the threshold, the collision rules and the
+seed's uniqueness constraint are enforced — in one place, testable without a
+browser or a database.
+
+### API
+
+```
+GET /api/places                    the registry: slug, kind, name, count
+GET /api/places/{slug}?phase=      aggregate + ranked schools for one place
+```
+
+`/api/places` is what the sitemap and the internal-link modules enumerate.
+
+### Routes
+
+Next App Router, ISR with the same 7-day revalidate the school pages use.
+`generateStaticParams` gated behind an env flag, matching
+`PRERENDER_SCHOOLS`, because 3,900 more routes cannot be statically built in
+CI on every deploy.
+
+## What each page must contain
+
+A place page that is a name substituted into a template is the thing Google's
+helpful-content stance exists to demote. Each page carries computed local
+facts that exist nowhere else on the site:
+
+- **H1** matching the query: "Primary schools in Brentwood"
+- **Counts framed usefully**: "29 schools, 4 rated Outstanding"
+- **A ranked table** of the top 20 on the phase's headline metric —
+  `rwm_expected_pct` for primary, `attainment_8_score` for secondary, and for
+  an unphased place page the metric matching whichever phase it holds more of
+- **The local average against the England average** — the one number a parent
+  cannot get from a list
+- **Ofsted grade distribution** for the place
+- **A map**
+- **Links to neighbouring places** and to the parent authority
+- **An FAQ block**, feeding `FAQPage` structured data
+- **A link to every school page in scope** — this is what finally de-orphans
+  the 23,000 school pages the original spec identified as near-orphans
+
+## Thin-page controls
+
+Three, and they are the difference between a location layer and index bloat:
+
+1. **Five schools with current data minimum.** Below it, 301 to the parent
+   authority. This drops 907 towns and 305 outcodes.
+2. **Per-phase thresholds.** A town with 30 primaries and 2 secondaries
+   publishes a primary page and no secondary page.
+3. **No page without a local average.** If a place has too few schools with
+   results to compute one, it has nothing to say that a list does not, and it
+   falls back to the authority.
+
+## Sitemap
+
+Two new children in the existing index: `/sitemaps/places-{n}.xml` and
+`/sitemaps/outcodes-{n}.xml`. Per-family children are why the index was built
+in W1 — Search Console reports coverage per submitted sitemap, so indexation
+of the location layer is measurable separately from the school pages.
+
+## Testing
+
+Per `CLAUDE.md`, user-facing behaviour extends `e2e/tests/journeys.spec.ts` in
+the same PR.
+
+**Unit (registry, no DB):** threshold enforcement; a sub-threshold town
+resolves to its authority; a locality slug colliding with a town fails the
+build; Bedford's town and authority pages hold different URN sets; per-phase
+thresholds.
+
+**Backend:** `/api/places` shape; `/api/places/{slug}` aggregate correctness
+against a fixture; unknown slug 404s.
+
+**e2e:** a known town, authority, locality and outcode page each render with
+the expected count; a below-threshold town 301s; every place page declares a
+canonical and appears in the sitemap; `/schools/bedford` and
+`/schools/authority/bedford` both resolve and state which set they cover.
+
+## Risks
+
+**Index bloat** is the failure mode of every programmatic SEO programme. The
+three controls above are the answer, and the per-family sitemap is how we find
+out early if they were not enough.
+
+**Helpful-content exposure.** Templated location pages are exactly what
+Google's stance targets. The mitigation is that every page carries real
+computed local data — counts, distributions, local-versus-national comparison
+— rather than a name dropped into boilerplate. If indexation of the places
+sitemap stalls below roughly half, that is the signal to stop and rethink
+rather than to add more pages.
+
+**Build cost.** ~4,000 additional ISR routes on top of 23,000 school pages.
+The env-flag gate on `generateStaticParams` keeps CI viable.
+
+**Curation drift.** The locality seed is hand-maintained and will go stale as
+places change. It is small and reviewable, and a dbt test asserts every seed
+outcode matches at least one school so a typo fails the pipeline rather than
+publishing an empty page.
+
+## Out of scope
+
+Catchment-area estimation. It is a strong driver for this cluster and
+`fact_admissions` carries the distances, but it is a modelling problem with
+real accuracy risk and deserves its own design.

e2e/tests/journeys.spec.ts

@@ -1473,3 +1473,415 @@ test('no single section dominates the height of a school page', async ({ page })
       + sections.map((s) => `${s.id}=${s.h}`).join(', '),
   ).toBeLessThan(2.5);
 });
+
+/*
+ * England-only corpus.
+ *
+ * GIAS ships the whole UK plus overseas and offshore establishments, none of
+ * which carry comparable DfE performance data. dim_school and dim_location
+ * exclude them (vars.non_england_school_type_codes in dbt_project.yml), which
+ * keeps them out of the site, the filter lists and the sitemap together.
+ *
+ * These assert the published surface, not the warehouse: the dbt test
+ * assert_england_only_schools guards the marts, and these guard what the
+ * environment actually serves once the marts have been rebuilt.
+ */
+
+const WELSH_AUTHORITIES = [
+  'Blaenau Gwent', 'Bridgend', 'Caerphilly', 'Cardiff', 'Carmarthenshire',
+  'Ceredigion', 'Conwy', 'Denbighshire', 'Flintshire', 'Gwynedd',
+  'Isle of Anglesey', 'Merthyr Tydfil', 'Monmouthshire', 'Neath Port Talbot',
+  'Newport', 'Pembrokeshire', 'Powys', 'Rhondda Cynon Taf', 'Swansea',
+  'Torfaen', 'Vale of Glamorgan', 'Wrexham',
+];
+
+const NON_ENGLAND_AUTHORITIES = [
+  'BFPO Overseas Establishments', 'Fieldwork Overseas Establishments',
+  'Gibraltar Overseas Establishments', 'Guernsey Offshore Establishments',
+  'Isle of Man Offshore Establishments', 'Jersey Offshore Establishments',
+  'Scotland Offshore Establishments',
+];
+
+const NON_ENGLAND_TYPES = [
+  'Welsh establishment', 'Offshore schools',
+  "Service children's education", 'British schools overseas',
+];
+
+test('the local authority filter offers no Welsh or overseas authority', async ({ page }) => {
+  const res = await page.request.get('/api/filters');
+  expect(res.ok()).toBeTruthy();
+  const { local_authorities: las } = await res.json();
+
+  expect(Array.isArray(las)).toBeTruthy();
+  // Guards against the list being empty, which would pass the check below
+  // for the wrong reason.
+  expect(las.length).toBeGreaterThan(100);
+
+  const leaked = [...WELSH_AUTHORITIES, ...NON_ENGLAND_AUTHORITIES]
+    .filter((la) => las.includes(la));
+  expect(leaked, `non-England authorities still offered: ${leaked.join(', ')}`)
+    .toEqual([]);
+});
+
+test('the school type filter offers no non-England establishment type', async ({ page }) => {
+  const res = await page.request.get('/api/filters');
+  expect(res.ok()).toBeTruthy();
+  const { school_types: types } = await res.json();
+
+  expect(Array.isArray(types)).toBeTruthy();
+  expect(types.length).toBeGreaterThan(10);
+
+  const leaked = NON_ENGLAND_TYPES.filter((t) => types.includes(t));
+  expect(leaked, `non-England types still offered: ${leaked.join(', ')}`)
+    .toEqual([]);
+});
+
+test('searching a Welsh authority by name returns no schools', async ({ page }) => {
+  // Cardiff held 144 Welsh establishments and nothing else, so the authority
+  // should now be absent from the corpus entirely rather than merely thinned.
+  const res = await page.request.get('/api/schools?local_authority=Cardiff&page_size=1');
+  expect(res.ok()).toBeTruthy();
+  const body = await res.json();
+  expect(body.total ?? (body.schools ?? []).length).toBe(0);
+});
+
+test('a Welsh school GIAS does not type as Welsh is gone too', async ({ page }) => {
+  // Beechwood College, Sully, CF64 5SE. GIAS types it "Special post 16
+  // institution" (32), not "Welsh establishment" (30), so the establishment
+  // type filter alone left it behind — it was the last Welsh school standing.
+  const res = await page.request.get('/api/schools?local_authority=Vale%20of%20Glamorgan&page_size=1');
+  expect(res.ok()).toBeTruthy();
+  const body = await res.json();
+  expect(body.total ?? (body.schools ?? []).length).toBe(0);
+
+  const page404 = await page.goto('/school/142458-beechwood-college');
+  expect(page404?.status()).toBe(404);
+});
+
+test('English schools with Welsh postcodes are kept', async ({ page }) => {
+  // Royal Mail postcode areas straddle the border: these Gloucestershire
+  // schools carry NP16/NP25 postcodes but are English schools with English
+  // data. A postcode-based filter would have wrongly deleted them, so this
+  // guards the fix from being "simplified" into one.
+  for (const urn of [115639, 115655, 137382]) {
+    const res = await page.request.get(`/api/schools/${urn}`);
+    expect(res.ok(), `URN ${urn} should still resolve`).toBeTruthy();
+    const { school_info } = await res.json();
+    expect(school_info.local_authority).toBe('Gloucestershire');
+  }
+});
+
+test('a Welsh school URL 404s while an English one still resolves', async ({ page }) => {
+  // Paired on purpose: the Welsh assertion alone would also pass if the whole
+  // site were down, which is the failure this test most needs to distinguish.
+  const english = await page.request.get('/api/schools?search=primary&per_page=1');
+  expect(english.ok()).toBeTruthy();
+  const [first] = (await english.json()).schools ?? [];
+  expect(first, 'no English school available to compare against').toBeTruthy();
+
+  const good = await page.goto(`/school/${first.urn}-x`);
+  expect(good?.status(), 'an English school should still resolve').toBeLessThan(400);
+
+  // Adamsdown Primary School, Cardiff — a Welsh establishment (URN 401559).
+  const welsh = await page.goto('/school/401559-adamsdown-primary-school');
+  expect(welsh?.status(), 'a Welsh school should no longer resolve').toBe(404);
+});
+
+async function sitemapChildren(page: Page): Promise<string[]> {
+  const res = await page.request.get('/sitemap.xml');
+  expect(res.ok()).toBeTruthy();
+  const index = await res.text();
+  expect(index).toContain('<sitemapindex');
+  return [...index.matchAll(/<loc>([^<]+)<\/loc>/g)].map((m) => m[1]);
+}
+
+test('the sitemap index names children that all resolve', async ({ page }) => {
+  const index = await (await page.request.get('/sitemap.xml')).text();
+  // An index holds <sitemap> entries only; mixing in <url> is invalid.
+  expect(index).not.toContain('<url>');
+
+  const locs = await sitemapChildren(page);
+  expect(locs.length).toBeGreaterThanOrEqual(2);
+
+  for (const loc of locs) {
+    expect(loc.startsWith('https://www.schoolcompare.co.uk/sitemaps/')).toBeTruthy();
+    const child = await page.request.get(new URL(loc).pathname);
+    expect(child.ok(), `${loc} should resolve`).toBeTruthy();
+    expect(await child.text()).toContain('<urlset');
+  }
+});
+
+test('the sitemap submits no Welsh or overseas school', async ({ page }) => {
+  const locs = await sitemapChildren(page);
+
+  let total = 0;
+  for (const loc of locs) {
+    const xml = await (await page.request.get(new URL(loc).pathname)).text();
+    total += (xml.match(/<url>/g) ?? []).length;
+    // 401559 (Adamsdown, Cardiff) and 402426 (ACT Schools, Cardiff) were both
+    // submitted before the England-only filter landed.
+    expect(xml).not.toContain('/school/401559');
+    expect(xml).not.toContain('/school/402426');
+  }
+  expect(total, 'sitemap looks empty or truncated').toBeGreaterThan(1000);
+});
+
+test('the sitemap invents no priority or changefreq', async ({ page }) => {
+  const [first] = await sitemapChildren(page);
+  expect(first).toBeTruthy();
+
+  const xml = await (await page.request.get(new URL(first).pathname)).text();
+  // Google ignores both. They were noise dressed as signal.
+  expect(xml).not.toContain('<priority>');
+  expect(xml).not.toContain('<changefreq>');
+});
+
+/*
+ * Canonical URLs (spec 2026-08-20, W1).
+ *
+ * Every indexable route declares exactly one canonical, on the www host, with
+ * no query string. The homepage's eleven search params filter a result set
+ * rather than making a new document, so they all collapse onto "/".
+ */
+const CANONICAL_ROUTES: Array<[string, string]> = [
+  ['/', 'https://www.schoolcompare.co.uk/'],
+  ['/rankings', 'https://www.schoolcompare.co.uk/rankings'],
+  ['/admissions', 'https://www.schoolcompare.co.uk/admissions'],
+];
+
+for (const [path, expected] of CANONICAL_ROUTES) {
+  test(`${path} declares exactly one canonical, on the www host`, async ({ page }) => {
+    await page.goto(path);
+    const hrefs = await page.locator('link[rel="canonical"]').evaluateAll(
+      (els) => els.map((e) => e.getAttribute('href')));
+    expect(hrefs, `${path} should declare one canonical`).toHaveLength(1);
+    expect(hrefs[0]).toBe(expected);
+  });
+}
+
+test('a filtered homepage still canonicalises to the bare root', async ({ page }) => {
+  await page.goto('/?search=primary&phase=primary&sort=name&page=2');
+  const href = await page.locator('link[rel="canonical"]').first()
+    .getAttribute('href');
+  expect(href).toBe('https://www.schoolcompare.co.uk/');
+});
+
+test('a school page canonicalises to its own slug on the www host', async ({ page }) => {
+  const res = await page.request.get('/api/schools?search=primary&per_page=1');
+  expect(res.ok()).toBeTruthy();
+  const [first] = (await res.json()).schools ?? [];
+  expect(first, 'no school available').toBeTruthy();
+
+  await page.goto(`/school/${first.urn}-x`);
+  const href = await page.locator('link[rel="canonical"]').first()
+    .getAttribute('href');
+  expect(href).toMatch(/^https:\/\/www\.schoolcompare\.co\.uk\/school\/\d+-/);
+});
+
+test('a bare /compare is indexable, a parameterised one is not', async ({ page }) => {
+  await page.goto('/compare');
+  await expect(page.locator('meta[name="robots"]')).toHaveCount(0);
+
+  const [a, b] = await twoPrimaryUrns(page);
+  await page.goto(`/compare?urns=${a},${b}`);
+  const robots = await page.locator('meta[name="robots"]').first()
+    .getAttribute('content');
+  expect(robots).toContain('noindex');
+  expect(robots).toContain('follow');
+
+  // noindex but follow: the links out to each school page still count, so the
+  // canonical must still be present and point at the bare path.
+  const canonical = await page.locator('link[rel="canonical"]').first()
+    .getAttribute('href');
+  expect(canonical).toBe('https://www.schoolcompare.co.uk/compare');
+});
+
+/*
+ * Staging must not be indexable (spec 2026-08-20, W1 hygiene).
+ *
+ * These journeys only ever run against staging — deploy.yml passes
+ * STAGING_BASE_URL, and promote.yml only smoke-polls production without
+ * Playwright — so asserting the noindex header here is safe.
+ */
+test('staging answers noindex, and stays crawlable so the noindex is seen', async ({ page }) => {
+  const res = await page.request.get('/');
+  expect(res.ok()).toBeTruthy();
+
+  const tag = res.headers()['x-robots-tag'];
+  expect(tag, 'staging must send X-Robots-Tag').toBeTruthy();
+  expect(tag).toContain('noindex');
+
+  // The other half, and the reason this is one test rather than two: a
+  // Disallow would stop Google fetching the page at all, so it would never
+  // see the noindex above. The two only work together.
+  const robots = await (await page.request.get('/robots.txt')).text();
+  expect(robots).not.toMatch(/^\s*Disallow:\s*\/\s*$/mi);
+});
+
+test('a school page on staging is noindexed too, not just the homepage', async ({ page }) => {
+  const list = await page.request.get('/api/schools?search=primary&per_page=1');
+  const [first] = (await list.json()).schools ?? [];
+  expect(first, 'no school available').toBeTruthy();
+
+  const res = await page.request.get(`/school/${first.urn}-x`);
+  expect(res.headers()['x-robots-tag']).toContain('noindex');
+});
+
+/*
+ * W8 — the C1 pages must ship a description, and it must differentiate.
+ *
+ * Baseline was 0.43% CTR at position 6.1 on "compare school performance",
+ * against 9.16% for the brand query from the same neighbourhood. The SERP is
+ * owned by the DfE's own service, so a description that paraphrases it earns
+ * nothing. Google may rewrite a snippet, but it cannot use one we never sent.
+ */
+test('every C1 page ships a description, and none opens its title with the brand', async ({ page }) => {
+  for (const path of ['/', '/compare', '/rankings', '/admissions']) {
+    await page.goto(path);
+
+    const desc = await page.locator('meta[name="description"]').first()
+      .getAttribute('content');
+    expect(desc, `${path} must ship a description`).toBeTruthy();
+    expect(desc!.length, `${path} description too short to be worth reading`)
+      .toBeGreaterThan(100);
+
+    const title = await page.title();
+    expect(title.toLowerCase().startsWith('schoolcompare'),
+      `${path} spends its most valuable pixels on the brand`).toBe(false);
+  }
+});
+
+test('the homepage snippet names what gov.uk does not publish', async ({ page }) => {
+  await page.goto('/');
+  const desc = await page.locator('meta[name="description"]').first()
+    .getAttribute('content');
+  // Admissions distance is the one fact the DfE service has no equivalent for.
+  expect(desc).toMatch(/close you had to live|distance/i);
+});
+
+/*
+ * The location layer (spec 2026-08-21, W2).
+ *
+ * Location intent sat at position 49.5 with one click across the whole 16-month
+ * baseline — the site published no page about a place. These assert the four
+ * families render, stay in their own namespaces, and reach the sitemap.
+ */
+async function firstPlaceOfKind(page: Page, kind: string) {
+  const res = await page.request.get('/api/places');
+  expect(res.ok()).toBeTruthy();
+  const { places } = await res.json();
+  const hit = places.find((p: { kind: string }) => p.kind === kind);
+  expect(hit, `no ${kind} in the registry`).toBeTruthy();
+  return hit as { kind: string; slug: string; name: string; count: number };
+}
+
+for (const [kind, prefix, article] of [
+  ['town', '/schools/', 'a'],
+  ['authority', '/schools/authority/', 'an'],
+  ['outcode', '/schools/near/', 'an'],
+] as const) {
+  test(`${article} ${kind} page renders with its school count`, async ({ page }) => {
+    const place = await firstPlaceOfKind(page, kind);
+    await page.goto(`${prefix}${place.slug}`);
+    await expect(page.locator('h1')).toContainText(place.name, { ignoreCase: true });
+    await expect(page.locator('a[href^="/school/"]').first()).toBeVisible();
+  });
+}
+
+test('a town and an authority sharing a name are different pages', async ({ page }) => {
+  // 67 real collisions, and the authority is the larger set in only 43 — so
+  // one namespace would have published near-duplicates.
+  const { places } = await (await page.request.get('/api/places')).json();
+  const townSlugs = new Set(
+    places.filter((p: { kind: string }) => p.kind === 'town')
+      .map((p: { slug: string }) => p.slug));
+  const clash = places.find((p: { kind: string; slug: string }) =>
+    p.kind === 'authority' && townSlugs.has(p.slug));
+  test.skip(!clash, 'no town/authority name collision in this environment');
+
+  const townRes = await page.request.get(`/api/places/town/${clash.slug}`);
+  const laRes = await page.request.get(`/api/places/authority/${clash.slug}`);
+  expect(townRes.ok() && laRes.ok()).toBeTruthy();
+  const townUrns = (await townRes.json()).schools.map((s: { urn: number }) => s.urn).sort();
+  const laUrns = (await laRes.json()).schools.map((s: { urn: number }) => s.urn).sort();
+  expect(townUrns).not.toEqual(laUrns);
+});
+
+test('a place below the threshold has no page', async ({ page }) => {
+  // Crosby holds one school; publishing it would be a page with nothing to say.
+  const res = await page.request.get('/api/places/town/crosby');
+  expect(res.status()).toBe(404);
+});
+
+test('place pages declare a canonical and reach the sitemap', async ({ page }) => {
+  const place = await firstPlaceOfKind(page, 'town');
+  await page.goto(`/schools/${place.slug}`);
+  const canonical = await page.locator('link[rel="canonical"]').first()
+    .getAttribute('href');
+  expect(canonical).toBe(`https://www.schoolcompare.co.uk/schools/${place.slug}`);
+
+  const xml = await (await page.request.get('/sitemaps/places-1.xml')).text();
+  expect(xml).toContain(`/schools/${place.slug}`);
+});
+
+test('the place page ships ItemList structured data that parses', async ({ page }) => {
+  const place = await firstPlaceOfKind(page, 'town');
+  await page.goto(`/schools/${place.slug}`);
+  const raw = await page.locator('script[type="application/ld+json"]').first()
+    .textContent();
+  const parsed = JSON.parse(raw!);
+  const types = (parsed['@graph'] ?? []).map((n: { '@type': string }) => n['@type']);
+  expect(types).toContain('ItemList');
+  expect(types).toContain('BreadcrumbList');
+});
+
+test('a place page states the local average against England', async ({ page }) => {
+  // The one number a list cannot give, and the reason these pages are not
+  // a name dropped into a template.
+  const place = await firstPlaceOfKind(page, 'town');
+  await page.goto(`/schools/${place.slug}`);
+  await expect(page.getByTestId('local-vs-england')).toContainText(/across England/i);
+});
+
+test('a place page links its phase variants, and they resolve', async ({ page }) => {
+  // "primary schools in beccles" is the query shape the baseline showed. The
+  // first cut submitted only the bare place URL and linked nothing, leaving
+  // ~950 variant pages reachable by nothing at all.
+  const res = await page.request.get('/api/places');
+  const { places } = await res.json();
+  const town = places.find((p: { kind: string }) => p.kind === 'town');
+  expect(town).toBeTruthy();
+
+  const detail = await (await page.request.get(`/api/places/town/${town.slug}`)).json();
+  test.skip(!(detail.place.phases ?? []).length, 'no phase clears the threshold here');
+
+  await page.goto(`/schools/${town.slug}`);
+  const phase = detail.place.phases[0];
+  const link = page.locator(`a[href="/schools/${town.slug}/${phase}"]`).first();
+  await expect(link).toBeVisible();
+
+  await link.click();
+  await expect(page.locator('h1')).toContainText(new RegExp(`${phase} schools in`, 'i'));
+});
+
+test('phase variants are submitted in the places sitemap', async ({ page }) => {
+  const xml = await (await page.request.get('/sitemaps/places-1.xml')).text();
+  expect(xml).toMatch(/\/schools\/[a-z0-9-]+\/primary</);
+});
+
+test('no page title repeats the brand', async ({ page }) => {
+  // The root layout appends '| schoolcompare' to a plain-string title. Any
+  // route whose title already carries the brand must opt out with
+  // `absolute`, or it ships '... | schoolcompare | schoolcompare' — which is
+  // how ~2,600 place pages first went out.
+  const res = await page.request.get('/api/places');
+  const { places } = await res.json();
+  const town = places.find((p: { kind: string }) => p.kind === 'town');
+
+  for (const path of ['/', '/rankings', '/admissions', `/schools/${town.slug}`]) {
+    await page.goto(path);
+    const title = await page.title();
+    const brands = (title.match(/schoolcompare/gi) ?? []).length;
+    expect(brands, `${path} repeats the brand: ${title}`).toBeLessThanOrEqual(1);
+  }
+});

nextjs-app/__tests__/app/metadata.test.ts

@@ -0,0 +1,130 @@
+import { metadata as homeMetadata } from '@/app/page';
+import { metadata as rankingsMetadata } from '@/app/rankings/page';
+import { metadata as admissionsMetadata } from '@/app/admissions/page';
+import { generateMetadata as compareMetadata } from '@/app/compare/page';
+
+describe('canonical URLs', () => {
+  it('the homepage canonicalises to the bare root', () => {
+    // page.tsx reads eleven search params. Without this, every filter
+    // combination is a crawlable near-duplicate of the one page we want to
+    // rank for "compare schools".
+    expect(homeMetadata.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/');
+  });
+
+  it('rankings canonicalises to the bare path', () => {
+    expect(rankingsMetadata.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/rankings');
+  });
+
+  it('admissions canonicalises to the bare path', () => {
+    expect(admissionsMetadata.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/admissions');
+  });
+});
+
+describe('/compare indexability', () => {
+  it('the bare compare page is indexable and canonical to itself', async () => {
+    // This is the landing page for the "compare schools" head term.
+    const meta = await compareMetadata({ searchParams: Promise.resolve({}) });
+    expect(meta.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/compare');
+    expect(meta.robots).toBeUndefined();
+  });
+
+  it('a comparison of specific schools is noindex, follow', async () => {
+    // ~317 million pairs before triples. Indexing the parameter space would
+    // swamp everything else in the corpus.
+    const meta = await compareMetadata({
+      searchParams: Promise.resolve({ urns: '100001,100002' }),
+    });
+    expect(meta.robots).toEqual({ index: false, follow: true });
+  });
+
+  it('a parameterised comparison still canonicalises to the bare path', async () => {
+    // follow:true plus a canonical means the outbound links to each school
+    // page still pass value even though this URL is not indexed.
+    const meta = await compareMetadata({
+      searchParams: Promise.resolve({ urns: '100001,100002' }),
+    });
+    expect(meta.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/compare');
+  });
+});
+
+/*
+ * W8 — snippet copy for the C1 cluster.
+ *
+ * The baseline (GSC, 16 months to 2026-08-20) showed these pages ranking on
+ * page one and converting at a tenth of the normal rate: "compare school
+ * performance" at position 6.1 with 0.43% CTR, against 9.16% for the brand
+ * query from the same neighbourhood. The SERP is dominated by the DfE's own
+ * "Compare school performance" service, so the job of this copy is to say
+ * what that service does not offer, without losing intent match on the title.
+ *
+ * These tests guard the mechanics that make a snippet work — length, intent
+ * keyword, differentiator, no brand-first — not the exact wording, which
+ * should stay free to iterate.
+ */
+
+// Google truncates titles near 60 characters and descriptions near 155.
+const TITLE_MAX = 60;
+const DESC_MIN = 110;
+const DESC_MAX = 155;
+
+type Meta = { title?: unknown; description?: unknown };
+const titleOf = (m: Meta): string => {
+  const t = m.title as string | { absolute?: string } | undefined;
+  return typeof t === 'string' ? t : (t?.absolute ?? '');
+};
+
+describe('C1 snippet copy', () => {
+  const pages: Array<[string, Meta, RegExp]> = [
+    ['home', homeMetadata as Meta, /compare schools/i],
+    ['rankings', rankingsMetadata as Meta, /league table/i],
+    ['admissions', admissionsMetadata as Meta, /admission/i],
+  ];
+
+  for (const [name, meta, intent] of pages) {
+    it(`${name}: title carries the search intent and fits the SERP`, () => {
+      const t = titleOf(meta);
+      expect(t).toMatch(intent);
+      expect(t.length).toBeLessThanOrEqual(TITLE_MAX);
+    });
+
+    it(`${name}: title does not open with the brand`, () => {
+      // The measured 0.43% CTR came from a brand-first title. The most
+      // valuable pixels go to the thing the searcher typed.
+      expect(titleOf(meta).toLowerCase().startsWith('schoolcompare')).toBe(false);
+    });
+
+    it(`${name}: description is long enough to be worth reading, short enough to survive`, () => {
+      const d = meta.description as string;
+      expect(d.length).toBeGreaterThanOrEqual(DESC_MIN);
+      expect(d.length).toBeLessThanOrEqual(DESC_MAX);
+    });
+  }
+
+  it('the homepage description names what gov.uk does not publish', () => {
+    // Admissions distance is the one fact the DfE service has no equivalent
+    // for. If it ever leaves this description, the snippet is competing with
+    // gov.uk on gov.uk's own ground.
+    expect(homeMetadata.description).toMatch(/close you had to live|distance/i);
+  });
+
+  it('/compare targets the tool phrasing rather than repeating the homepage', () => {
+    // Two pages chasing one phrase is how a site competes with itself.
+    return compareMetadata({ searchParams: Promise.resolve({}) }).then((m) => {
+      expect(m.title).toMatch(/comparison tool/i);
+      expect(m.title).not.toBe(titleOf(homeMetadata as Meta));
+    });
+  });
+
+  it('no C1 page claims a school count that will drift', () => {
+    // The corpus moves with every data refresh; this repo has already shipped
+    // one copy bug of that kind ("three schools" against MAX_SCHOOLS = 5).
+    for (const [, meta] of pages) {
+      expect(meta.description as string).not.toMatch(/\b\d{2},\d{3}\b|\b\d{2},000\b/);
+    }
+  });
+});

nextjs-app/__tests__/app/placeMetadata.test.ts

@@ -0,0 +1,42 @@
+import { generateMetadata as placeMeta } from '@/app/schools/[place]/page';
+
+jest.mock('@/lib/places', () => ({
+  ...jest.requireActual('@/lib/places'),
+  fetchPlace: jest.fn(async (kind: string, slug: string) =>
+    slug === 'atlantis' ? null : ({
+      place: { kind, slug, name: 'Brentwood', count: 29,
+               parent_authority: 'Essex' },
+      schools: [], averages: { rwm_expected_pct: 63, attainment_8_score: null },
+    })),
+  fetchPlaces: jest.fn(async () => []),
+}));
+
+describe('place page metadata', () => {
+  it('titles the page the way the place is searched', async () => {
+    const m = await placeMeta({ params: Promise.resolve({ place: 'brentwood' }) });
+    expect((m.title as { absolute: string }).absolute).toMatch(/schools in brentwood/i);
+  });
+
+  it('canonicalises to its own path on the www host', async () => {
+    const m = await placeMeta({ params: Promise.resolve({ place: 'brentwood' }) });
+    expect(m.alternates?.canonical)
+      .toBe('https://www.schoolcompare.co.uk/schools/brentwood');
+  });
+
+  it('opts out of the layout template, which would double the brand', () => {
+    // The root layout appends '| schoolcompare' to a plain string title, and
+    // these titles already carry it — every place page shipped reading
+    // '... | schoolcompare | schoolcompare' until this was made absolute.
+    return placeMeta({ params: Promise.resolve({ place: 'brentwood' }) })
+      .then((m) => {
+        expect(typeof m.title).toBe('object');
+        expect((m.title as { absolute: string }).absolute)
+          .not.toMatch(/schoolcompare.*schoolcompare/);
+      });
+  });
+
+  it('an unknown place gets a not-found title rather than inventing one', async () => {
+    const m = await placeMeta({ params: Promise.resolve({ place: 'atlantis' }) });
+    expect(m.title).toMatch(/not found/i);
+  });
+});

nextjs-app/__tests__/components/PlaceView.test.tsx

@@ -0,0 +1,170 @@
+import { render, screen } from '@testing-library/react';
+import { PlaceView } from '@/components/places/PlaceView';
+import type { PlaceDetail } from '@/lib/places';
+
+const detail: PlaceDetail = {
+  place: { kind: 'town', slug: 'brentwood', name: 'Brentwood', count: 29,
+           parent_authority: 'Essex', phases: ['primary'] },
+  schools: [
+    { urn: 1, school_name: 'Alpha Primary', rwm_expected_pct: 82,
+      ofsted_grade: 1, phase: 'Primary' } as never,
+    { urn: 2, school_name: 'Beta Primary', rwm_expected_pct: 44,
+      ofsted_grade: 3, phase: 'Primary' } as never,
+  ],
+  averages: { rwm_expected_pct: 63, attainment_8_score: null },
+};
+
+describe('PlaceView', () => {
+  it('leads with an H1 that matches how the place is searched', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getByRole('heading', { level: 1 }))
+      .toHaveTextContent(/primary schools in brentwood/i);
+  });
+
+  it('states the count so the page says something before the table', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getByText(/29 schools/i)).toBeInTheDocument();
+  });
+
+  it('compares the local average against England, which a list cannot', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getByTestId('local-vs-england')).toHaveTextContent('63');
+    expect(screen.getByTestId('local-vs-england')).toHaveTextContent('61');
+  });
+
+  it('links every school in scope, which is what de-orphans them', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getAllByRole('link', { name: /Primary$/ })).toHaveLength(2);
+  });
+
+  it('links to the parent authority so the place sits in a hierarchy', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getByRole('link', { name: /Essex/i }))
+      .toHaveAttribute('href', '/schools/authority/essex');
+  });
+
+  it('shows the Ofsted distribution, not just a count of Outstanding', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.getByTestId('ofsted-distribution')).toBeInTheDocument();
+  });
+
+  it('links to neighbouring places so the page is not a dead end', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[{ kind: 'town', slug: 'romford', name: 'Romford', count: 40 }]} />);
+    expect(screen.getByRole('link', { name: /Romford/ }))
+      .toHaveAttribute('href', '/schools/romford');
+  });
+
+  it('says nothing about an average it does not have', () => {
+    render(<PlaceView detail={{ ...detail, averages:
+      { rwm_expected_pct: null, attainment_8_score: null } }}
+      phase="primary" englandAverage={61} neighbours={[]} />);
+    expect(screen.queryByTestId('local-vs-england')).not.toBeInTheDocument();
+  });
+});
+
+describe('PlaceView structured data', () => {
+  function jsonLd() {
+    const { container } = render(<PlaceView detail={detail} phase="primary"
+      englandAverage={61} neighbours={[]} />);
+    const el = container.querySelector('script[type="application/ld+json"]');
+    return JSON.parse(el!.textContent!);
+  }
+
+  it('declares the page as a ranked list, not prose', () => {
+    const types = jsonLd()['@graph'].map((n: { '@type': string }) => n['@type']);
+    expect(types).toContain('ItemList');
+    expect(types).toContain('BreadcrumbList');
+  });
+
+  it('gives every listed school an absolute URL on the canonical host', () => {
+    const list = jsonLd()['@graph'].find((n: { '@type': string }) => n['@type'] === 'ItemList');
+    expect(list.itemListElement).toHaveLength(2);
+    for (const item of list.itemListElement) {
+      expect(item.url).toMatch(/^https:\/\/www\.schoolcompare\.co\.uk\/school\//);
+    }
+  });
+});
+
+describe('PlaceView phase variants', () => {
+  it('links the phase variants that exist', () => {
+    render(<PlaceView detail={detail} englandAverage={61} neighbours={[]} />);
+    expect(screen.getByRole('link', { name: /Primary schools in Brentwood/i }))
+      .toHaveAttribute('href', '/schools/brentwood/primary');
+  });
+
+  it('links no variant for a phase below its own threshold', () => {
+    render(<PlaceView detail={detail} englandAverage={61} neighbours={[]} />);
+    expect(screen.queryByRole('link', { name: /Secondary schools in Brentwood/i }))
+      .not.toBeInTheDocument();
+  });
+
+  it('does not link sideways from a variant page to itself', () => {
+    render(<PlaceView detail={detail} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.queryByRole('link', { name: /Primary schools in Brentwood/i }))
+      .not.toBeInTheDocument();
+  });
+});
+
+describe('PlaceView presentation', () => {
+  // /schools/brentwood shipped with 8 of 27 rows blank: an unphased page shows
+  // one primary-only measure for a list that also holds secondaries.
+  const mixed: PlaceDetail = {
+    place: { kind: 'town', slug: 'brentwood', name: 'Brentwood', count: 4,
+             parent_authority: 'Essex', phases: ['primary', 'secondary'] },
+    schools: [
+      { urn: 1, school_name: 'Alpha Primary', phase: 'Primary',
+        rwm_expected_pct: 82, attainment_8_score: null } as never,
+      { urn: 2, school_name: 'Beta High', phase: 'Secondary',
+        rwm_expected_pct: null, attainment_8_score: 47 } as never,
+    ],
+    averages: { rwm_expected_pct: 63, attainment_8_score: 45 },
+  };
+
+  it('gives each phase its own table rather than one column of blanks', () => {
+    render(<PlaceView detail={mixed} englandAverage={61} neighbours={[]} />);
+    expect(screen.getByRole('heading', { name: /^Primary schools/ })).toBeInTheDocument();
+    expect(screen.getByRole('heading', { name: /^Secondary schools/ })).toBeInTheDocument();
+    expect(screen.getByText('82%')).toBeInTheDocument();
+    expect(screen.getByText('47')).toBeInTheDocument();
+  });
+
+  it('names the measure in plain words, not jargon', () => {
+    // The first cut said "RWM expected", which appears nowhere else on the site.
+    render(<PlaceView detail={mixed} englandAverage={61} neighbours={[]} />);
+    expect(screen.getByText('Reading, writing & maths')).toBeInTheDocument();
+    expect(screen.getByText('Attainment 8')).toBeInTheDocument();
+    expect(screen.queryByText(/RWM expected/i)).not.toBeInTheDocument();
+  });
+
+  it('says a missing result is unpublished rather than showing a bare dash', () => {
+    const noResult: PlaceDetail = {
+      ...mixed,
+      schools: [{ urn: 3, school_name: 'New Primary', phase: 'Primary',
+                  rwm_expected_pct: null, attainment_8_score: null } as never],
+    };
+    render(<PlaceView detail={noResult} englandAverage={61} neighbours={[]} />);
+    expect(screen.getByText('Not published')).toBeInTheDocument();
+  });
+
+  it('styles school links to the site convention rather than browser default', () => {
+    const { container } = render(<PlaceView detail={mixed} englandAverage={61}
+      neighbours={[]} />);
+    const link = container.querySelector('a[href^="/school/"]');
+    expect(link?.className).toBeTruthy();
+  });
+
+  it('a phased page shows one table and no phase headings', () => {
+    render(<PlaceView detail={mixed} phase="primary" englandAverage={61}
+      neighbours={[]} />);
+    expect(screen.queryByRole('heading', { name: /^Secondary schools/ }))
+      .not.toBeInTheDocument();
+  });
+});

nextjs-app/__tests__/lib/site.test.ts

@@ -0,0 +1,27 @@
+import { SITE_URL, absoluteUrl } from '@/lib/site';
+
+describe('SITE_URL', () => {
+  it('is the www host, which is the one that serves a 200', () => {
+    // The apex 301s to www at Cloudflare. A canonical pointing at a redirect
+    // is a wasted signal, so every absolute URL we emit must already be www.
+    expect(SITE_URL).toBe('https://www.schoolcompare.co.uk');
+  });
+
+  it('has no trailing slash, so joins never double up', () => {
+    expect(SITE_URL.endsWith('/')).toBe(false);
+  });
+});
+
+describe('absoluteUrl', () => {
+  it('joins a rooted path', () => {
+    expect(absoluteUrl('/rankings')).toBe('https://www.schoolcompare.co.uk/rankings');
+  });
+
+  it('joins a path missing its leading slash', () => {
+    expect(absoluteUrl('rankings')).toBe('https://www.schoolcompare.co.uk/rankings');
+  });
+
+  it('maps the site root to a bare trailing slash', () => {
+    expect(absoluteUrl('/')).toBe('https://www.schoolcompare.co.uk/');
+  });
+});

nextjs-app/app/admissions/page.tsx

@@ -1,12 +1,16 @@
+import { absoluteUrl } from '@/lib/site';
 import type { Metadata } from 'next';
 import { AdmissionsView } from '@/components/AdmissionsView';
 
 export const dynamic = 'force-static';
 
 export const metadata: Metadata = {
-  title: 'School Admissions Guide',
+  // Deadlines and offer days are what gets searched, and what this page is
+  // genuinely best at — the countdowns are live.
+  title: { absolute: 'School Admissions Deadlines & Offer Days | schoolcompare' },
   description:
-    'Understand the Primary and Secondary school admissions process in England, with live countdowns to every key deadline and National Offer Day.',
+    'Every key date for primary and secondary school admissions in England, with live countdowns to the application deadline and National Offer Day.',
+  alternates: { canonical: absoluteUrl('/admissions') },
 };
 
 export default function AdmissionsPage() {

nextjs-app/app/compare/page.tsx

@@ -5,6 +5,7 @@
 
 import { fetchComparison, fetchMetrics } from '@/lib/api';
 import { ComparisonView } from '@/components/ComparisonView';
+import { absoluteUrl } from '@/lib/site';
 import type { Metadata } from 'next';
 
 interface ComparePageProps {
@@ -14,13 +15,36 @@ interface ComparePageProps {
   }>;
 }
 
-export const metadata: Metadata = {
-  title: 'Compare Schools',
-  description:
-    'Compare schools in England side by side — Ofsted inspections, KS2 and GCSE results against the England average, admissions odds and school community.',
-  keywords:
-    'school comparison, compare schools, Ofsted comparison, school admissions, KS2 comparison, primary school performance',
-};
+/**
+ * Indexability depends on the query string, so this cannot be a static export.
+ *
+ * Bare /compare is the landing page for the "compare schools" head term and
+ * stays indexable. /compare?urns=… is an unbounded parameter space — 25,193
+ * schools make ~317 million pairs — so it goes noindex. It stays `follow` and
+ * keeps a canonical to the bare path, so the links out to each school page
+ * still count.
+ */
+export async function generateMetadata(
+  { searchParams }: ComparePageProps,
+): Promise<Metadata> {
+  const { urns } = await searchParams;
+
+  const base: Metadata = {
+    // Deliberately not the homepage's phrase. Two pages chasing "compare
+    // schools" is how a site competes with itself; this one takes the tool
+    // phrasing instead.
+    title: 'School Comparison Tool — Up to Five at Once | schoolcompare',
+    description:
+      'Put up to five English schools in one table: SATs and GCSE results against the England average, Ofsted grades, and the distance places were offered.',
+    keywords:
+      'school comparison, compare schools, Ofsted comparison, school admissions, KS2 comparison, primary school performance',
+    alternates: { canonical: absoluteUrl('/compare') },
+  };
+
+  if (!urns) return base;
+
+  return { ...base, robots: { index: false, follow: true } };
+}
 
 // Dynamic via searchParams; remove force-dynamic so internal data fetches
 // can still use Next.js's per-call revalidate cache.

nextjs-app/app/layout.tsx

@@ -5,6 +5,7 @@ import { Navigation } from '@/components/Navigation';
 import { Footer } from '@/components/Footer';
 import { ComparisonToast } from '@/components/ComparisonToast';
 import { ComparisonProvider } from '@/context/ComparisonProvider';
+import { SITE_URL } from '@/lib/site';
 import './globals.css';
 
 // Manrope carries headings and key messaging — the guideline's "friendly,
@@ -47,29 +48,32 @@ export const metadata: Metadata = {
     statusBarStyle: 'default',
   },
   title: {
-    default: 'schoolcompare | Compare School Performance',
+    default: 'Compare Schools Side by Side | schoolcompare',
     template: '%s | schoolcompare',
   },
-  description: 'Compare primary and secondary school SATs and GCSE performance across England',
+  description:
+    'Put five English schools on one screen — SATs, GCSE results, Ofsted grades, and how close you had to live to get a place. Free, no sign-up.',
   keywords: 'school comparison, KS2 results, KS4 results, primary school, secondary school, England schools, SATs results, GCSE results',
   authors: [{ name: 'schoolcompare' }],
   manifest: '/manifest.json',
   // No `icons` key on purpose: setting it here would override the file
   // conventions. app/icon.svg and app/apple-icon.tsx are the source, and
   // app/opengraph-image.tsx supplies og:image and twitter:image.
-  metadataBase: new URL('https://schoolcompare.co.uk'),
+  metadataBase: new URL(SITE_URL),
   openGraph: {
     type: 'website',
-    title: 'schoolcompare | Compare School Performance',
-    description: 'Compare primary and secondary school SATs and GCSE performance across England',
-    url: 'https://schoolcompare.co.uk',
+    title: 'Compare Schools Side by Side | schoolcompare',
+    description:
+      'Put five English schools on one screen — SATs, GCSE results, Ofsted grades, and how close you had to live to get a place.',
+    url: SITE_URL,
     siteName: 'schoolcompare',
   },
   twitter: {
     // summary_large_image now that there is an image worth showing.
     card: 'summary_large_image',
-    title: 'schoolcompare | Compare School Performance',
-    description: 'Compare primary and secondary school SATs and GCSE performance across England',
+    title: 'Compare Schools Side by Side | schoolcompare',
+    description:
+      'Put five English schools on one screen — SATs, GCSE results, Ofsted grades, and how close you had to live to get a place.',
   },
 };
 

nextjs-app/app/page.tsx

@@ -3,6 +3,7 @@
  * Main landing page with school search and browsing
  */
 
+import { absoluteUrl } from '@/lib/site';
 import type { Metadata } from 'next';
 import { fetchSchools, fetchFilters, fetchDataInfo } from '@/lib/api';
 import { formatAcademicYear } from '@/lib/utils';
@@ -33,8 +34,25 @@ interface HomePageProps {
  * saying the brand twice.
  */
 export const metadata: Metadata = {
-  title: { absolute: 'schoolcompare | Compare every school in England' },
-  description: 'Search and compare school performance across England',
+  /*
+   * Intent in the title, differentiator in the description.
+   *
+   * These queries are owned by the DfE's own "Compare school performance"
+   * service, and the old title — brand first, then a near-paraphrase of that
+   * service's name — gave a searcher no reason to pick us over it. It drew
+   * 0.43% CTR at position 6.1 while the brand query drew 9.16% from the same
+   * neighbourhood, so the ranking was never the problem.
+   *
+   * The title now matches what people type. The description carries the one
+   * fact gov.uk does not publish: how close you had to live to get a place.
+   */
+  title: { absolute: 'Compare Schools Side by Side | schoolcompare' },
+  description:
+    'Put five English schools on one screen — SATs, GCSE results, Ofsted grades, and how close you had to live to get a place. Free, no sign-up.',
+  // This page reads eleven search params. They filter a result set; they do
+  // not make a new document. Collapsing every combination onto "/" stops the
+  // homepage competing with itself for its own head terms.
+  alternates: { canonical: absoluteUrl('/') },
 };
 
 // The page reads searchParams, which makes rendering dynamic by default.

nextjs-app/app/rankings/page.tsx

@@ -5,6 +5,7 @@
 
 import { fetchRankings, fetchFilters, fetchMetrics } from '@/lib/api';
 import { RankingsView } from '@/components/RankingsView';
+import { absoluteUrl } from '@/lib/site';
 import type { Metadata } from 'next';
 
 interface RankingsPageProps {
@@ -17,9 +18,15 @@ interface RankingsPageProps {
 }
 
 export const metadata: Metadata = {
-  title: 'School Rankings',
-  description: 'Top-ranked schools by SATs and GCSE performance across England',
+  // 'School Rankings' matched nothing anyone types. League tables is the
+  // phrase parents actually search, and it spikes each results day.
+  title: { absolute: 'Primary & Secondary School League Tables | schoolcompare' },
+  description:
+    'Rank English schools by SATs results, GCSEs, Progress 8 or Attainment 8, and filter by local authority or year. Built from the DfE’s own figures.',
   keywords: 'school rankings, top schools, best schools, KS2 rankings, KS4 rankings, school league tables',
+  // Param forms (?metric=&local_authority=&year=&phase=) collapse here for
+  // now. W3 replaces them with real indexable paths.
+  alternates: { canonical: absoluteUrl('/rankings') },
 };
 
 // Dynamic via searchParams; remove force-dynamic so internal data fetches

nextjs-app/app/robots.ts

@@ -4,6 +4,7 @@
  */
 
 import { MetadataRoute } from 'next';
+import { absoluteUrl } from '@/lib/site';
 
 export default function robots(): MetadataRoute.Robots {
   return {
@@ -14,6 +15,6 @@ export default function robots(): MetadataRoute.Robots {
         disallow: ['/api/', '/_next/'],
       },
     ],
-    sitemap: 'https://schoolcompare.co.uk/sitemap.xml',
+    sitemap: absoluteUrl('/sitemap.xml'),
   };
 }

nextjs-app/app/school/[slug]/page.tsx

@@ -15,6 +15,7 @@ import {
 } from '@/lib/schoolSections';
 import { parseSchoolSlug, schoolUrl } from '@/lib/utils';
 import type { NationalAverages } from '@/lib/types';
+import { absoluteUrl } from '@/lib/site';
 import type { Metadata } from 'next';
 
 /**
@@ -97,7 +98,7 @@ export async function generateMetadata({ params }: SchoolPageProps): Promise<Met
         title,
         description,
         type: 'website',
-        url: `https://schoolcompare.co.uk${canonicalPath}`,
+        url: absoluteUrl(canonicalPath),
         siteName: 'schoolcompare',
       },
       twitter: {
@@ -106,7 +107,7 @@ export async function generateMetadata({ params }: SchoolPageProps): Promise<Met
         description,
       },
       alternates: {
-        canonical: `https://schoolcompare.co.uk${canonicalPath}`,
+        canonical: absoluteUrl(canonicalPath),
       },
     };
   } catch {

nextjs-app/app/schools/[place]/[phase]/page.tsx

@@ -0,0 +1,61 @@
+/**
+ * Phase variants of a place page.
+ *
+ * Phase is part of the query — "primary schools in beccles", "secondary
+ * schools in brentwood" — not a filter applied afterwards, so each gets its
+ * own indexable path. A place with no schools of the phase has no page: the
+ * per-phase threshold, not an error.
+ */
+import { notFound } from 'next/navigation';
+import type { Metadata } from 'next';
+import { fetchPlace } from '@/lib/places';
+import { fetchNationalAverages } from '@/lib/api';
+import { PlaceView } from '@/components/places/PlaceView';
+import { absoluteUrl } from '@/lib/site';
+
+interface Props { params: Promise<{ place: string; phase: string }> }
+
+export const revalidate = 604800;
+export const dynamicParams = true;
+
+const PHASES = ['primary', 'secondary'] as const;
+type Phase = (typeof PHASES)[number];
+
+const isPhase = (v: string): v is Phase => (PHASES as readonly string[]).includes(v);
+
+async function resolve(slug: string, phase: Phase) {
+  return (await fetchPlace('town', slug, phase))
+    ?? (await fetchPlace('locality', slug, phase));
+}
+
+export async function generateMetadata({ params }: Props): Promise<Metadata> {
+  const { place: slug, phase } = await params;
+  if (!isPhase(phase)) return { title: 'Place Not Found' };
+  const detail = await resolve(slug, phase);
+  if (!detail || detail.schools.length === 0) return { title: 'Place Not Found' };
+
+  const word = phase === 'secondary' ? 'Secondary' : 'Primary';
+  const { name } = detail.place;
+  return {
+    title: { absolute: `${word} Schools in ${name} — Ranked | schoolcompare` },
+    description:
+      `Every ${phase} school in ${name} ranked by results, with Ofsted grades and `
+      + `the local average against England.`,
+    alternates: { canonical: absoluteUrl(`/schools/${slug}/${phase}`) },
+  };
+}
+
+export default async function PlacePhasePage({ params }: Props) {
+  const { place: slug, phase } = await params;
+  if (!isPhase(phase)) notFound();
+  const detail = await resolve(slug, phase);
+  if (!detail || detail.schools.length === 0) notFound();
+
+  const national = await fetchNationalAverages().catch(() => null);
+  const englandAverage = phase === 'secondary'
+    ? national?.secondary?.attainment_8_score ?? null
+    : national?.primary?.rwm_expected_pct ?? null;
+
+  return <PlaceView detail={detail} phase={phase}
+    englandAverage={englandAverage} neighbours={[]} />;
+}

nextjs-app/app/schools/[place]/page.tsx

@@ -0,0 +1,94 @@
+/**
+ * Town and locality pages.
+ *
+ * A place below the five-school threshold is not in the registry, so
+ * fetchPlace returns null and the request 404s rather than rendering a page
+ * with nothing to say.
+ */
+import { notFound, redirect } from 'next/navigation';
+import type { Metadata } from 'next';
+import { fetchPlace, fetchPlaces, authoritySlug } from '@/lib/places';
+import { fetchNationalAverages } from '@/lib/api';
+import { PlaceView } from '@/components/places/PlaceView';
+import { absoluteUrl } from '@/lib/site';
+
+interface Props { params: Promise<{ place: string }> }
+
+// ISR: place aggregates change only when the pipeline runs.
+export const revalidate = 604800;
+export const dynamicParams = true;
+
+export async function generateStaticParams(): Promise<Array<{ place: string }>> {
+  // Off by default: ~2,000 place routes cannot be built in CI on every deploy.
+  // Matches the PRERENDER_SCHOOLS gate on the school route.
+  if (process.env.PRERENDER_PLACES !== '1') return [];
+  try {
+    return (await fetchPlaces())
+      .filter((p) => p.kind === 'town' || p.kind === 'locality')
+      .map((p) => ({ place: p.slug }));
+  } catch (error) {
+    console.warn('generateStaticParams: API unreachable, falling back to on-demand ISR.', error);
+    return [];
+  }
+}
+
+async function resolve(slug: string) {
+  return (await fetchPlace('town', slug)) ?? (await fetchPlace('locality', slug));
+}
+
+/** Other towns in the same authority — the cheapest honest definition of
+ *  "nearby", and enough to stop each place page being a dead end. */
+async function neighboursOf(detail: { place: { slug: string; parent_authority: string | null } }) {
+  if (!detail.place.parent_authority) return [];
+  const all = await fetchPlaces();
+  return all
+    .filter((p) => p.kind === 'town' && p.slug !== detail.place.slug)
+    .slice(0, 12);
+}
+
+export async function generateMetadata({ params }: Props): Promise<Metadata> {
+  const { place: slug } = await params;
+  const detail = await resolve(slug);
+  if (!detail) return { title: 'Place Not Found' };
+
+  const { name, count } = detail.place;
+  return {
+    // absolute: the root layout's template appends '| schoolcompare' to a
+    // plain string, and this title already carries it. Without this every
+    // place title read '... | schoolcompare | schoolcompare'.
+    title: { absolute: `Schools in ${name} — Compare ${count} Schools | schoolcompare` },
+    description:
+      `Every school in ${name} ranked by SATs and GCSE results, with Ofsted grades, `
+      + `the local average against England, and how close you had to live to get a place.`,
+    alternates: { canonical: absoluteUrl(`/schools/${slug}`) },
+  };
+}
+
+export default async function PlacePage({ params }: Props) {
+  const { place: slug } = await params;
+  const detail = await resolve(slug);
+  if (!detail) notFound();
+
+  // Global constraint: no page without a local average. A place with too few
+  // schools carrying results has nothing to say that a list does not, so it
+  // defers to its authority rather than publishing a thin page.
+  if (detail.averages.rwm_expected_pct == null
+      && detail.averages.attainment_8_score == null) {
+    if (detail.place.parent_authority) {
+      redirect(`/schools/authority/${authoritySlug(detail.place.parent_authority)}`);
+    }
+    notFound();
+  }
+
+  const national = await fetchNationalAverages().catch(() => null);
+  // NationalAverages is nested by phase — { primary: {...}, secondary: {...} }
+  // — not flat. Reading it flat silently yields undefined and the page renders
+  // with no comparison, which is the one thing that makes it not a list.
+  return (
+    <PlaceView
+      detail={detail}
+      englandAverage={national?.primary?.rwm_expected_pct ?? null}
+      neighbours={await neighboursOf(detail)}
+    />
+  );
+}

nextjs-app/app/schools/authority/[la]/page.tsx

@@ -0,0 +1,67 @@
+/**
+ * Local authority pages.
+ *
+ * A separate namespace from /schools/[place] because 67 town names collide
+ * with an authority name and neither set contains the other — Bedford the
+ * town holds 104 schools, Bedford the authority 86, because postal towns
+ * cross authority boundaries. The title says "Local Authority" so a reader
+ * landing on both knows which set each covers.
+ */
+import { notFound } from 'next/navigation';
+import type { Metadata } from 'next';
+import { fetchPlace, fetchPlaces } from '@/lib/places';
+import { fetchNationalAverages } from '@/lib/api';
+import { PlaceView } from '@/components/places/PlaceView';
+import { absoluteUrl } from '@/lib/site';
+
+interface Props { params: Promise<{ la: string }> }
+
+export const revalidate = 604800;
+export const dynamicParams = true;
+
+export async function generateStaticParams(): Promise<Array<{ la: string }>> {
+  // Gated like every other prerender in this app. There are only ~154
+  // authorities, but "few enough to always build" still means the API must be
+  // reachable at build time, and in CI it is not — the build fails with
+  // ECONNREFUSED rather than degrading. The catch is the same fallback the
+  // school route uses.
+  if (process.env.PRERENDER_PLACES !== '1') return [];
+  try {
+    return (await fetchPlaces())
+      .filter((p) => p.kind === 'authority')
+      .map((p) => ({ la: p.slug }));
+  } catch (error) {
+    console.warn('generateStaticParams: API unreachable, falling back to on-demand ISR.', error);
+    return [];
+  }
+}
+
+export async function generateMetadata({ params }: Props): Promise<Metadata> {
+  const { la } = await params;
+  const detail = await fetchPlace('authority', la);
+  if (!detail) return { title: 'Place Not Found' };
+
+  const { name, count } = detail.place;
+  return {
+    title: { absolute: `Schools in ${name} — Local Authority | schoolcompare` },
+    description:
+      `All ${count} schools in the ${name} local authority, ranked by SATs and GCSE `
+      + `results, with Ofsted grades and the authority average against England.`,
+    alternates: { canonical: absoluteUrl(`/schools/authority/${la}`) },
+  };
+}
+
+export default async function AuthorityPage({ params }: Props) {
+  const { la } = await params;
+  const detail = await fetchPlace('authority', la);
+  if (!detail) notFound();
+
+  const national = await fetchNationalAverages().catch(() => null);
+  return (
+    <PlaceView
+      detail={detail}
+      englandAverage={national?.primary?.rwm_expected_pct ?? null}
+      neighbours={[]}
+    />
+  );
+}

nextjs-app/app/schools/near/[outcode]/page.tsx

@@ -0,0 +1,62 @@
+/**
+ * Postcode district pages.
+ *
+ * No phase variants: nobody searches "primary schools in SW11", so the
+ * variants would be pages without demand. These exist to catch
+ * "schools near <postcode>" and to give London districts a geographic page
+ * where the GIAS town field cannot.
+ */
+import { notFound } from 'next/navigation';
+import type { Metadata } from 'next';
+import { fetchPlace, fetchPlaces } from '@/lib/places';
+import { fetchNationalAverages } from '@/lib/api';
+import { PlaceView } from '@/components/places/PlaceView';
+import { absoluteUrl } from '@/lib/site';
+
+interface Props { params: Promise<{ outcode: string }> }
+
+export const revalidate = 604800;
+export const dynamicParams = true;
+
+export async function generateStaticParams(): Promise<Array<{ outcode: string }>> {
+  // 1,760 of these; same CI budget argument as the town routes.
+  if (process.env.PRERENDER_PLACES !== '1') return [];
+  try {
+    return (await fetchPlaces())
+      .filter((p) => p.kind === 'outcode')
+      .map((p) => ({ outcode: p.slug }));
+  } catch (error) {
+    console.warn('generateStaticParams: API unreachable, falling back to on-demand ISR.', error);
+    return [];
+  }
+}
+
+export async function generateMetadata({ params }: Props): Promise<Metadata> {
+  const { outcode } = await params;
+  const detail = await fetchPlace('outcode', outcode);
+  if (!detail) return { title: 'Place Not Found' };
+
+  const { name, count } = detail.place;
+  return {
+    title: { absolute: `Schools near ${name} | schoolcompare` },
+    description:
+      `${count} schools in the ${name} postcode district, ranked by results, with `
+      + `Ofsted grades and how close you had to live to get a place.`,
+    alternates: { canonical: absoluteUrl(`/schools/near/${outcode}`) },
+  };
+}
+
+export default async function OutcodePage({ params }: Props) {
+  const { outcode } = await params;
+  const detail = await fetchPlace('outcode', outcode);
+  if (!detail) notFound();
+
+  const national = await fetchNationalAverages().catch(() => null);
+  return (
+    <PlaceView
+      detail={detail}
+      englandAverage={national?.primary?.rwm_expected_pct ?? null}
+      neighbours={[]}
+    />
+  );
+}

nextjs-app/app/sitemap.xml/route.ts

@@ -1,32 +1,8 @@
-/**
- * Runtime proxy for /sitemap.xml → the FastAPI backend's generated sitemap.
- *
- * Like the /api/* proxy, this reads FASTAPI_URL at request time rather than
- * baking the backend host into the build, so one image works in every
- * environment. robots.ts points crawlers here.
- */
-
-import { NextResponse } from 'next/server';
+import { proxySitemap } from '@/lib/sitemapProxy';
 
 export const dynamic = 'force-dynamic';
 export const runtime = 'nodejs';
 
-function backendOrigin(): string {
-  const base = process.env.FASTAPI_URL || process.env.NEXT_PUBLIC_API_URL || 'http://localhost:8000/api';
-  return base.replace(/\/api$/, '');
-}
-
 export async function GET() {
-  let upstream: Response;
-  try {
-    upstream = await fetch(`${backendOrigin()}/sitemap.xml`, { cache: 'no-store' });
-  } catch {
-    return new NextResponse('Sitemap temporarily unavailable', { status: 502 });
-  }
-
-  const body = await upstream.text();
-  return new NextResponse(body, {
-    status: upstream.status,
-    headers: { 'content-type': upstream.headers.get('content-type') || 'application/xml' },
-  });
+  return proxySitemap('/sitemap.xml');
 }

nextjs-app/app/sitemaps/[...parts]/route.ts

@@ -0,0 +1,24 @@
+import { NextResponse } from 'next/server';
+import { proxySitemap } from '@/lib/sitemapProxy';
+
+export const dynamic = 'force-dynamic';
+export const runtime = 'nodejs';
+
+/**
+ * Children are /sitemaps/static.xml and /sitemaps/schools-{n}.xml. The name is
+ * validated here rather than passed through, so this route cannot be used to
+ * reach arbitrary backend paths.
+ */
+const CHILD = /^(static|schools-\d+|places-\d+|outcodes-\d+)\.xml$/;
+
+export async function GET(
+  _request: Request,
+  { params }: { params: Promise<{ parts: string[] }> },
+) {
+  const { parts } = await params;
+  const name = parts.join('/');
+  if (!CHILD.test(name)) {
+    return new NextResponse('Not found', { status: 404 });
+  }
+  return proxySitemap(`/sitemaps/${name}`);
+}

nextjs-app/components/places/PlaceView.module.css

@@ -0,0 +1,196 @@
+/* Tokens only — see globals.css. Follows RankingsView's conventions, and in
+   particular its link treatment: table links take --text-primary with no
+   underline and a brand-coloured hover, not the browser default. The first
+   cut used bare <Link> with no class at all, which rendered as default blue
+   underlined links and read as unstyled beside the rest of the site. */
+.container {
+  width: 100%;
+  min-width: 0;
+}
+
+.header {
+  margin-bottom: 1.5rem;
+}
+
+.header h1 {
+  font-size: 2.25rem;
+  font-weight: 700;
+  color: var(--text-primary);
+  margin-bottom: 0.5rem;
+  font-family: var(--font-display);
+  text-wrap: balance;
+}
+
+.summary {
+  font-size: 1rem;
+  color: var(--text-secondary);
+  margin: 0;
+  line-height: 1.6;
+}
+
+/* Links in running copy: brand colour, underline on hover only. */
+.inlineLink {
+  color: var(--brand);
+  text-decoration: none;
+  transition: color 0.2s ease;
+}
+
+.inlineLink:hover {
+  color: var(--brand-strong);
+  text-decoration: underline;
+}
+
+/* Phase variants are separate indexable pages, so the bare place page has to
+   link them — a sitemap entry alone leaves them with no internal path in. */
+.phaseLinks {
+  display: flex;
+  flex-wrap: wrap;
+  gap: 0.5rem 0.75rem;
+  margin: 0 0 1.25rem;
+}
+
+.phaseLink {
+  display: inline-block;
+  padding: 0.4rem 0.875rem;
+  border: 1px solid var(--border-strong);
+  border-radius: 999px;
+  font-size: 0.875rem;
+  font-weight: 500;
+  color: var(--text-primary);
+  text-decoration: none;
+  transition: border-color 0.2s ease, color 0.2s ease;
+}
+
+.phaseLink:hover {
+  border-color: var(--brand);
+  color: var(--brand-strong);
+}
+
+/* The one number a list cannot give you, so it gets its own band. */
+.compare {
+  background: var(--bg-secondary);
+  border: 1px solid var(--border);
+  border-radius: 8px;
+  padding: 0.875rem 1.125rem;
+  margin: 0 0 1.5rem;
+  color: var(--text-primary);
+  font-size: 1rem;
+}
+
+.ofsted {
+  display: flex;
+  flex-wrap: wrap;
+  gap: 0.5rem 1.25rem;
+  list-style: none;
+  padding: 0;
+  margin: 0 0 1.5rem;
+  font-size: 0.9375rem;
+  color: var(--text-secondary);
+}
+
+.group {
+  margin-bottom: 2rem;
+}
+
+.groupHeading {
+  display: flex;
+  align-items: baseline;
+  gap: 0.625rem;
+  font-size: 1.25rem;
+  font-weight: 600;
+  color: var(--text-primary);
+  font-family: var(--font-display);
+  margin: 0 0 0.75rem;
+}
+
+.groupCount {
+  font-size: 0.8125rem;
+  font-weight: 500;
+  color: var(--text-secondary);
+  background: var(--bg-secondary);
+  border-radius: 999px;
+  padding: 0.125rem 0.5rem;
+}
+
+/* Wide content scrolls in its own container so the page body never does. */
+.tableWrap {
+  overflow-x: auto;
+  border: 1px solid var(--border);
+  border-radius: 8px;
+  background: var(--bg-card);
+}
+
+.table {
+  width: 100%;
+  border-collapse: collapse;
+  font-size: 0.9375rem;
+}
+
+.table th,
+.table td {
+  padding: 0.75rem 1rem;
+  text-align: left;
+  border-bottom: 1px solid var(--border);
+}
+
+.table th {
+  background: var(--bg-secondary);
+  color: var(--text-secondary);
+  font-weight: 600;
+  font-size: 0.8125rem;
+}
+
+.table tbody tr:last-child td {
+  border-bottom: none;
+}
+
+.table th:last-child,
+.num {
+  text-align: right;
+  font-variant-numeric: tabular-nums;
+}
+
+/* The measure is spelled out; the tooltip carries the definition. */
+.metricHead {
+  text-decoration: none;
+  cursor: help;
+  border-bottom: 1px dotted var(--border-strong);
+}
+
+/* Table links: site convention is body colour, brand on hover. */
+.schoolLink {
+  color: var(--text-primary);
+  text-decoration: none;
+  transition: color 0.2s ease;
+}
+
+.schoolLink:hover {
+  color: var(--brand-strong);
+}
+
+/* "Not published" is a fact about the school, not an error. */
+.noData {
+  color: var(--text-muted);
+  font-size: 0.8125rem;
+}
+
+.neighbours {
+  margin-top: 2rem;
+}
+
+.neighbours h2 {
+  font-size: 1.125rem;
+  font-weight: 600;
+  color: var(--text-primary);
+  margin: 0 0 0.75rem;
+  font-family: var(--font-display);
+}
+
+.neighbours ul {
+  display: flex;
+  flex-wrap: wrap;
+  gap: 0.5rem 1rem;
+  list-style: none;
+  padding: 0;
+  margin: 0;
+}

nextjs-app/components/places/PlaceView.tsx

@@ -0,0 +1,227 @@
+/**
+ * One place page, shared by all four families.
+ *
+ * They differ in what fills the registry, not in what the page shows, so a
+ * second component would be a second place to forget the same change.
+ *
+ * The local-versus-England comparison is the reason this page is not a list:
+ * it is the one number a parent cannot get by reading the schools one by one,
+ * and it is what keeps the page from reading as a name dropped into a
+ * template.
+ */
+import Link from 'next/link';
+import type { PlaceDetail, PlaceSummary } from '@/lib/places';
+import { placeUrl, authoritySlug } from '@/lib/places';
+import type { School } from '@/lib/types';
+import { schoolUrl } from '@/lib/utils';
+import { absoluteUrl } from '@/lib/site';
+import styles from './PlaceView.module.css';
+
+interface Props {
+  detail: PlaceDetail;
+  phase?: 'primary' | 'secondary';
+  englandAverage: number | null;
+  /** Nearby places, so the page links onward instead of dead-ending. */
+  neighbours: PlaceSummary[];
+}
+
+// Ofsted grades in the order they are reported.
+const OFSTED_LABELS: Array<[number, string]> = [
+  [1, 'Outstanding'], [2, 'Good'],
+  [3, 'Requires improvement'], [4, 'Inadequate'],
+];
+
+/**
+ * Column headings, taken from the site's own metric dictionary rather than
+ * invented here — see METRIC_DEFINITIONS in backend/schemas.py, surfaced at
+ * /api/metrics. The first cut said "RWM expected", which is jargon that
+ * appears nowhere else on the site.
+ */
+const METRICS = {
+  primary: {
+    key: 'rwm_expected_pct' as const,
+    heading: 'Reading, writing & maths',
+    hint: '% meeting the expected standard in reading, writing and maths',
+    unit: '%',
+  },
+  secondary: {
+    key: 'attainment_8_score' as const,
+    heading: 'Attainment 8',
+    hint: "Average grade across a pupil's best 8 GCSEs, including English and maths",
+    unit: '',
+  },
+};
+
+type PhaseKey = keyof typeof METRICS;
+
+/** All-through schools sit in both phases, matching the search filters. */
+function isPhase(school: School, phase: PhaseKey): boolean {
+  const p = (school.phase ?? '').toLowerCase();
+  if (p === 'all-through') return true;
+  return phase === 'secondary'
+    ? p.includes('secondary') || p === '16 plus'
+    : p.includes('primary') || p.includes('middle');
+}
+
+function SchoolTable({ schools, phase }: { schools: School[]; phase: PhaseKey }) {
+  const metric = METRICS[phase];
+  return (
+    <div className={styles.tableWrap}>
+      <table className={styles.table}>
+        <thead>
+          <tr>
+            <th scope="col">School</th>
+            <th scope="col">
+              <abbr className={styles.metricHead} title={metric.hint}>
+                {metric.heading}
+              </abbr>
+            </th>
+          </tr>
+        </thead>
+        <tbody>
+          {schools.map((s) => {
+            const value = s[metric.key];
+            return (
+              <tr key={s.urn}>
+                <td>
+                  <Link href={schoolUrl(s.urn, s.school_name)} className={styles.schoolLink}>
+                    {s.school_name}
+                  </Link>
+                </td>
+                <td className={styles.num}>
+                  {value == null
+                    ? <span className={styles.noData}>Not published</span>
+                    : `${Math.round(Number(value))}${metric.unit}`}
+                </td>
+              </tr>
+            );
+          })}
+        </tbody>
+      </table>
+    </div>
+  );
+}
+
+export function PlaceView({ detail, phase, englandAverage, neighbours }: Props) {
+  const { place, schools, averages } = detail;
+  const local = averages[METRICS[phase ?? 'primary'].key];
+  const phaseWord = phase === 'secondary' ? 'Secondary schools'
+    : phase === 'primary' ? 'Primary schools' : 'Schools';
+  const graded = OFSTED_LABELS
+    .map(([grade, label]) => [label, schools.filter((s) => s.ofsted_grade === grade).length] as const)
+    .filter(([, n]) => n > 0);
+
+  /*
+   * An unphased page holds both primaries and secondaries, and they are
+   * scored on different measures — a percentage and a 0-90 score. Showing one
+   * column for both left 30% of rows blank on /schools/brentwood and put two
+   * incomparable scales in one column when it did not.
+   *
+   * So the phases get a table each. A blank cell inside one now means the
+   * school genuinely has no published result, which is worth saying.
+   */
+  const groups: Array<[PhaseKey, School[]]> = phase
+    ? [[phase, schools]]
+    : (['primary', 'secondary'] as PhaseKey[])
+        .map((p) => [p, schools.filter((s) => isPhase(s, p))] as [PhaseKey, School[]])
+        .filter(([, list]) => list.length > 0);
+
+  const jsonLd = {
+    '@context': 'https://schema.org',
+    '@graph': [
+      {
+        '@type': 'ItemList',
+        name: `${phaseWord} in ${place.name}`,
+        numberOfItems: schools.length,
+        itemListElement: schools.slice(0, 20).map((s, i) => ({
+          '@type': 'ListItem',
+          position: i + 1,
+          url: absoluteUrl(schoolUrl(s.urn, s.school_name)),
+          name: s.school_name,
+        })),
+      },
+      {
+        '@type': 'BreadcrumbList',
+        itemListElement: [
+          { '@type': 'ListItem', position: 1, name: 'Schools', item: absoluteUrl('/') },
+          { '@type': 'ListItem', position: 2, name: place.name },
+        ],
+      },
+    ],
+  };
+
+  return (
+    <div className={styles.container}>
+      <script
+        type="application/ld+json"
+        dangerouslySetInnerHTML={{ __html: JSON.stringify(jsonLd) }}
+      />
+
+      <header className={styles.header}>
+        <h1>{phaseWord} in {place.name}</h1>
+        <p className={styles.summary}>
+          {place.count} schools
+          {place.parent_authority && (
+            <>
+              {' · '}
+              <Link href={`/schools/authority/${authoritySlug(place.parent_authority)}`}
+                className={styles.inlineLink}>
+                {place.parent_authority}
+              </Link>
+            </>
+          )}
+        </p>
+      </header>
+
+      {!phase && (place.phases ?? []).length > 0 && (
+        <nav className={styles.phaseLinks} aria-label="By phase">
+          {(place.phases ?? []).map((ph) => (
+            <Link key={ph} href={`/schools/${place.slug}/${ph}`} className={styles.phaseLink}>
+              {ph === 'secondary' ? 'Secondary schools' : 'Primary schools'} in {place.name}
+            </Link>
+          ))}
+        </nav>
+      )}
+
+      {local != null && englandAverage != null && (
+        <p className={styles.compare} data-testid="local-vs-england">
+          {place.name} averages <strong>{Math.round(local)}</strong> against{' '}
+          <strong>{Math.round(englandAverage)}</strong> across England.
+        </p>
+      )}
+
+      {graded.length > 0 && (
+        <ul className={styles.ofsted} data-testid="ofsted-distribution">
+          {graded.map(([label, n]) => (
+            <li key={label}>{label}: <strong>{n}</strong></li>
+          ))}
+        </ul>
+      )}
+
+      {groups.map(([p, list]) => (
+        <section key={p} className={styles.group}>
+          {groups.length > 1 && (
+            <h2 className={styles.groupHeading}>
+              {p === 'secondary' ? 'Secondary schools' : 'Primary schools'}
+              <span className={styles.groupCount}>{list.length}</span>
+            </h2>
+          )}
+          <SchoolTable schools={list} phase={p} />
+        </section>
+      ))}
+
+      {neighbours.length > 0 && (
+        <nav className={styles.neighbours} aria-label="Nearby places">
+          <h2>Nearby</h2>
+          <ul>
+            {neighbours.map((n) => (
+              <li key={n.kind + n.slug}>
+                <Link href={placeUrl(n.kind, n.slug)} className={styles.inlineLink}>{n.name}</Link>
+              </li>
+            ))}
+          </ul>
+        </nav>
+      )}
+    </div>
+  );
+}

nextjs-app/lib/places.ts

@@ -0,0 +1,60 @@
+/**
+ * Client for the places API.
+ *
+ * Two namespaces, matching the backend: towns and localities share
+ * /schools/[place]; authorities take /schools/authority/[la]. 67 town names
+ * collide with an authority name and neither set contains the other, so one
+ * namespace would publish near-duplicate pages.
+ */
+import type { School } from '@/lib/types';
+
+export interface PlaceSummary {
+  kind: string;
+  slug: string;
+  name: string;
+  count: number;
+  /** Phases that clear the threshold on their own, so the page links
+   *  variants that exist rather than 404s. Absent on the registry listing. */
+  phases?: string[];
+}
+
+export interface PlaceDetail {
+  place: PlaceSummary & { parent_authority: string | null };
+  schools: School[];
+  averages: {
+    rwm_expected_pct: number | null;
+    attainment_8_score: number | null;
+  };
+}
+
+export function placeUrl(kind: string, slug: string, phase?: string): string {
+  const base =
+    kind === 'authority' ? `/schools/authority/${slug}`
+    : kind === 'outcode' ? `/schools/near/${slug}`
+    : `/schools/${slug}`;
+  return phase ? `${base}/${phase}` : base;
+}
+
+/** An authority name as it appears in a URL. */
+export function authoritySlug(name: string): string {
+  return name.toLowerCase().trim().replace(/[^\w\s-]/g, '').replace(/\s+/g, '-');
+}
+
+const API = process.env.FASTAPI_URL || process.env.NEXT_PUBLIC_API_URL
+  || 'http://localhost:8000/api';
+
+export async function fetchPlaces(): Promise<PlaceSummary[]> {
+  const res = await fetch(`${API}/places`, { next: { revalidate: 604800 } });
+  if (!res.ok) return [];
+  return (await res.json()).places ?? [];
+}
+
+export async function fetchPlace(
+  kind: string, slug: string, phase?: string,
+): Promise<PlaceDetail | null> {
+  const q = phase ? `?phase=${encodeURIComponent(phase)}` : '';
+  const res = await fetch(`${API}/places/${kind}/${slug}${q}`,
+    { next: { revalidate: 604800 } });
+  if (!res.ok) return null;
+  return res.json();
+}

nextjs-app/lib/site.ts

@@ -0,0 +1,19 @@
+/**
+ * The one place the site's absolute origin is written down.
+ *
+ * The apex domain 301s to www at Cloudflare, so www is the host that actually
+ * serves a 200. Canonicals, og:url, sitemap <loc> entries and the robots.txt
+ * Sitemap: line must all agree with it — a canonical pointing at a redirect
+ * makes Google resolve the hop before it can consolidate the signal.
+ *
+ * backend/app.py holds the same value as BASE_URL for the sitemap. The two are
+ * asserted against each other by the e2e journeys rather than shared at build
+ * time, because the backend and frontend ship as separate images.
+ */
+export const SITE_URL = 'https://www.schoolcompare.co.uk';
+
+/** Absolute URL for a site-relative path. Tolerates a missing leading slash. */
+export function absoluteUrl(path: string): string {
+  const rooted = path.startsWith('/') ? path : `/${path}`;
+  return `${SITE_URL}${rooted}`;
+}

nextjs-app/lib/sitemapProxy.ts

@@ -0,0 +1,29 @@
+/**
+ * Runtime proxy for the sitemap family → the FastAPI backend.
+ *
+ * Like the /api/* proxy, this reads FASTAPI_URL at request time rather than
+ * baking the backend host into the build, so one image works in every
+ * environment. robots.ts points crawlers at /sitemap.xml, which is the index;
+ * the index names children under /sitemaps/, which land on the same proxy.
+ */
+import { NextResponse } from 'next/server';
+
+function backendOrigin(): string {
+  const base = process.env.FASTAPI_URL || process.env.NEXT_PUBLIC_API_URL || 'http://localhost:8000/api';
+  return base.replace(/\/api$/, '');
+}
+
+export async function proxySitemap(path: string): Promise<NextResponse> {
+  let upstream: Response;
+  try {
+    upstream = await fetch(`${backendOrigin()}${path}`, { cache: 'no-store' });
+  } catch {
+    return new NextResponse('Sitemap temporarily unavailable', { status: 502 });
+  }
+
+  const body = await upstream.text();
+  return new NextResponse(body, {
+    status: upstream.status,
+    headers: { 'content-type': upstream.headers.get('content-type') || 'application/xml' },
+  });
+}

nextjs-app/next.config.js

@@ -55,6 +55,37 @@ const nextConfig = {
   // Headers for caching and security
   async headers() {
     return [
+      {
+        /*
+         * Keep non-production hosts out of the index.
+         *
+         * Staging serves the same image as production off stx., so without
+         * this it is a full crawlable duplicate of the site.
+         *
+         * X-Robots-Tag, NOT a robots.txt Disallow. Disallow blocks crawling,
+         * which is not the same as blocking indexing — a disallowed URL can
+         * still be indexed from external links, and worse, blocking the crawl
+         * means Google never fetches the page and never sees a noindex at all.
+         * Staging therefore stays crawlable and answers "noindex" when crawled.
+         *
+         * Matched on the staging host explicitly rather than "any host that is
+         * not production". The inverted form is tempting because it would cover
+         * future environments automatically, but its failure mode is
+         * deindexing production if the Host header ever arrives rewritten by a
+         * proxy. This form's failure mode is a new environment being indexable
+         * until someone adds it here — recoverable, where the other is not.
+         *
+         * Any new non-production hostname must be added to this list.
+         */
+        source: '/:path*',
+        has: [{ type: 'host', value: 'stx.schoolcompare.co.uk' }],
+        headers: [
+          {
+            key: 'X-Robots-Tag',
+            value: 'noindex, nofollow',
+          },
+        ],
+      },
       {
         source: '/:path*',
         headers: [

pipeline/transform/dbt_project.yml

@@ -11,6 +11,32 @@ seed-paths: ["seeds"]
 target-path: "target"
 clean-targets: ["target", "dbt_packages"]
 
+# schoolcompare publishes England only. GIAS ships the whole UK plus overseas
+# and offshore establishments, none of which have comparable DfE performance
+# data — Wales does not publish on the English measures at all. Excluding them
+# at the mart boundary keeps them out of the site, the filter lists and the
+# sitemap together. Codes are TypeOfEstablishment, see seeds/gias_code_names.csv.
+#   25 = Offshore schools            (Jersey, Guernsey, Isle of Man, Gibraltar)
+#   26 = Service children's education (BFPO, Fieldwork Overseas)
+#   30 = Welsh establishment
+#   37 = British schools overseas
+# dim_school, dim_location and assert_england_only_schools all read this list.
+vars:
+  non_england_school_type_codes: [25, 26, 30, 37]
+
+  # Type alone is not enough. Beechwood College (URN 142458, Sully, CF64 5SE)
+  # is a Welsh school that GIAS types as a Special post 16 institution (32)
+  # rather than a Welsh establishment (30), so the type filter let it through.
+  # LA code is the reliable discriminator: GIAS gives the 22 Welsh unitary
+  # authorities the contiguous block 660-681, which English authorities never
+  # use (they occupy 201-384 and 800-938).
+  #
+  # Filtering on postcode would be wrong: Redbrook, Tutshill, Wyedean and two
+  # other Gloucestershire schools carry NP16/NP25 postcodes because Royal Mail
+  # areas straddle the border, and they are English schools with English data.
+  welsh_la_code_min: 660
+  welsh_la_code_max: 681
+
 models:
   school_compare:
     staging:

pipeline/transform/models/marts/dim_location.sql

@@ -31,5 +31,11 @@ select
         else null
     end as longitude
 from {{ ref('stg_gias_establishments') }} s
--- Must match dim_school's status filter exactly (the API inner-joins the two).
+-- Must match dim_school's status and England filters exactly (the API
+-- inner-joins the two).
 where s.status_code in (1, 3)
+-- coalesce, not a bare NOT IN: a null type code would make the predicate
+-- null and drop the row silently. Unknown type is not grounds for exclusion.
+and coalesce(s.school_type_code, -1) not in ({{ var('non_england_school_type_codes') | join(', ') }})
+-- Welsh schools GIAS does not type as Welsh establishments (see vars).
+and coalesce(s.local_authority_code, -1) not between {{ var('welsh_la_code_min') }} and {{ var('welsh_la_code_max') }}

pipeline/transform/models/marts/dim_school.sql

@@ -91,3 +91,10 @@ left join {{ ref('int_ofsted_latest') }} o on s.urn = o.urn
 -- 1 = Open; 3 = Open, but proposed to close (still operating; drops out when
 -- GIAS flips to Closed — marts fully rebuild each run).
 where s.status_code in (1, 3)
+-- England only. dim_location must apply this filter identically (the API
+-- inner-joins the two). See vars in dbt_project.yml for what the codes are.
+-- coalesce, not a bare NOT IN: a null type code would make the predicate
+-- null and drop the row silently. Unknown type is not grounds for exclusion.
+and coalesce(s.school_type_code, -1) not in ({{ var('non_england_school_type_codes') | join(', ') }})
+-- Welsh schools GIAS does not type as Welsh establishments (see vars).
+and coalesce(s.local_authority_code, -1) not between {{ var('welsh_la_code_min') }} and {{ var('welsh_la_code_max') }}

pipeline/transform/seeds/locality_outcodes.csv

@@ -0,0 +1,16 @@
+locality_slug,locality_name,outcodes,region
+battersea,Battersea,SW11,London
+canary-wharf,Canary Wharf,E14,London
+clapham,Clapham,SW4,London
+shoreditch,Shoreditch,EC2A|E1,London
+peckham,Peckham,SE15,London
+brixton,Brixton,SW2|SW9,London
+camden-town,Camden Town,NW1,London
+wimbledon,Wimbledon,SW19,London
+putney,Putney,SW15,London
+fulham,Fulham,SW6,London
+chiswick,Chiswick,W4,London
+stratford,Stratford,E15,London
+walthamstow,Walthamstow,E17,London
+tooting,Tooting,SW17,London
+dulwich,Dulwich,SE21|SE22,London

pipeline/transform/tests/assert_england_only_schools.sql

@@ -0,0 +1,54 @@
+-- Custom test: the published corpus is England only.
+--
+-- GIAS ships the whole UK plus overseas and offshore establishments. None of
+-- them carry comparable DfE performance data, so dim_school and dim_location
+-- filter them out (see vars.non_england_school_type_codes in dbt_project.yml).
+-- This test is the guard: a GIAS refresh that reintroduces them, or an edit
+-- that drops the filter from one of the two models, fails the pipeline rather
+-- than quietly republishing ~2,000 dataless pages to the site and the sitemap.
+
+select
+    urn,
+    school_name,
+    school_type_code
+from {{ ref('dim_school') }}
+where school_type_code in ({{ var('non_england_school_type_codes') | join(', ') }})
+
+union all
+
+-- dim_location is inner-joined to dim_school by the API, so it must filter
+-- identically. Anything here that dim_school does not have means the two
+-- models have drifted apart.
+select
+    l.urn,
+    null::text    as school_name,
+    null::integer as school_type_code
+from {{ ref('dim_location') }} l
+left join {{ ref('dim_school') }} s on l.urn = s.urn
+where s.urn is null
+
+union all
+
+-- Belt and braces on the Welsh LA code range.
+--
+-- The range 660-681 is documented GIAS structure, not something this project
+-- can verify from its own data — local_authority_code is not exposed anywhere
+-- the app can assert on. So the range does the filtering and the authority
+-- NAME does the checking: if 660-681 is ever wrong or incomplete, a Welsh
+-- authority reappears here and the pipeline fails loudly rather than the
+-- corpus quietly regrowing a Welsh tail.
+--
+-- Beechwood College (142458) is why this exists: a Welsh school GIAS types as
+-- a Special post 16 institution, which the type filter alone let through.
+select
+    l.urn,
+    l.local_authority_name as school_name,
+    null::integer          as school_type_code
+from {{ ref('dim_location') }} l
+where l.local_authority_name in (
+    'Isle of Anglesey', 'Gwynedd', 'Conwy', 'Denbighshire', 'Flintshire',
+    'Wrexham', 'Powys', 'Ceredigion', 'Pembrokeshire', 'Carmarthenshire',
+    'Swansea', 'Neath Port Talbot', 'Bridgend', 'Vale of Glamorgan',
+    'Rhondda Cynon Taf', 'Merthyr Tydfil', 'Caerphilly', 'Blaenau Gwent',
+    'Torfaen', 'Monmouthshire', 'Newport', 'Cardiff'
+)