# Melbourne Holocaust Museum: Agent-Direct Score D (52.8%)

Site: https://mhm.org.au/
Report: https://directindex.org/r/mhm.org.au
Scanned: 2026-10-17 (Provisional: the action test and the assistant citation check still to come; the hatched part of the bar is not measured yet.)
Melbourne Holocaust Museum is hard for agents to use.
Some AI assistants are turned away by the website of Melbourne Holocaust Museum. It finds no menu or price list, so it answers from other sites. It finds a way to book or order directly on the site.

## Direct links
- Book directly: https://shop.mhm.org.au/collections/museum-tickets (on the business's own site)
- Order directly: https://shop.mhm.org.au/pages/donate (on the business's own site)
- Phone: +61 3 9528 1985

## What to fix first
- **No structured data for the business.** (+14 points) Add schema.org JSON-LD for the business (TouristAttraction, Museum, TravelAgency or the closest type, with name, address, telephone and openingHoursSpecification). It is the one block every assistant reads first; the fix kit below has it filled in. Guide: https://directindex.org/guides/structured-data-restaurant
- **No tickets and prices found.** (+7 points) Agents answer 'what does it cost and when' from marketplaces instead. Add a page with tickets, times and prices as text and link it from the homepage. Guide: https://directindex.org/guides/menu-pdf-ai
- **The server turns AI crawlers away at the door.** (+6.7 points) Live fetches as GPTBot (challenge:access denied), ClaudeBot (challenge:access denied) were refused while a normal browser got the page. This is usually a hosting or firewall bot list the owner never chose. Ask the host to allow these user agents. Guide: https://directindex.org/guides/blocking-ai-crawlers-without-knowing
- **No llms.txt.** (no points, still worth doing) Optional today, cheap to add: a short text file describing the business for language models. Guide: https://directindex.org/guides/llms-txt-for-a-business

## Fix kit: What to paste

Structured data (JSON-LD). One block in the page's head, or in the builder's custom-code slot. Replace anything that is wrong.

```html
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Museum",
  "name": "Melbourne Holocaust Museum",
  "url": "https://mhm.org.au/",
  "telephone": "+61 3 9528 1985",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Selwyn Street 13"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": -37.8834043,
    "longitude": 145.0010897
  },
  "openingHours": "Tu-Th 14:00-18:00; Su 10:00-18:00; Mo,Fr,Sa closed",
  "openingHoursSpecification": [
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Tuesday",
        "Wednesday",
        "Thursday"
      ],
      "opens": "14:00",
      "closes": "18:00"
    },
    {
      "@type": "OpeningHoursSpecification",
      "dayOfWeek": [
        "Sunday"
      ],
      "opens": "10:00",
      "closes": "18:00"
    }
  ],
  "potentialAction": [
    {
      "@type": "ReserveAction",
      "target": {
        "@type": "EntryPoint",
        "urlTemplate": "https://shop.mhm.org.au/collections/museum-tickets",
        "actionPlatform": [
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/MobileWebPlatform"
        ]
      },
      "result": {
        "@type": "Reservation",
        "name": "Reservation"
      }
    },
    {
      "@type": "OrderAction",
      "target": {
        "@type": "EntryPoint",
        "urlTemplate": "https://shop.mhm.org.au/pages/donate",
        "actionPlatform": [
          "http://schema.org/DesktopWebPlatform",
          "http://schema.org/MobileWebPlatform"
        ]
      }
    }
  ]
}
</script>
```

llms.txt. Save as /llms.txt at the root of the site.

```
# Melbourne Holocaust Museum

> museum in Selwyn Street 13, Melbourne tours, attractions and museums. Phone +61 3 9528 1985.

## Book or order directly

- Book: https://shop.mhm.org.au/collections/museum-tickets (on the business's own site)
- Order: https://shop.mhm.org.au/pages/donate (on the business's own site)

## Opening hours

Tu-Th 14:00-18:00; Su 10:00-18:00; Mo,Fr,Sa closed

## About

- Website: https://mhm.org.au/
- This file follows llms.txt (https://llmstxt.org): a short plain-text description for language models.
```

## Already right
- **robots.txt lets AI crawlers in.** No rule blocks the key AI user agents.
- **Tickets on your own site.** Agents can buy tickets without a marketplace in the loop.
- **Ordering on your own site.** Agents can order without a marketplace in the loop.

## Where it stands
41 of 98 in Melbourne tours, attractions and museums. Top 42% of the sites scanned in this index.

| What the top tenth of the index does | Top 10% | This site |
|---|---|---|
| Take bookings or orders on their own domain | 100% | yes |
| Publish the menu or price list as HTML | 20% | no |
| Let AI crawlers in (no edge block, no robots.txt block) | 100% | no |
| Structured data with address, phone and hours | 30% | no |
| Have an llms.txt | 50% | no |

Nearest places in the index: Geoffrey Kaye Museum of Anaesthetic History (C, 3709 m, https://directindex.org/r/geoffreykayemuseum.org.au).

## What assistants answer
Not asked yet. Assistants are asked about the top-ranked businesses in each city index, and about every claimed business the moment it is claimed; claim this page to be included.

Against its peers: Sites built with WordPress 59% (32% A or B, 54721 sites); This site 52.8%.

See what an AI agent reads on this site: https://directindex.org/r/mhm.org.au/agent-view

## Businesses like Melbourne Holocaust Museum in Melbourne tours, attractions and museums

| Group | Sites | Avg score | A or B | This site |
|---|---|---|---|---|
| Businesses of the same kind in Melbourne tours, attractions and museums | 98 | 46% | 15% | 52.8% |
| Sites built with WordPress in Melbourne tours, attractions and museums | 40 | 52% | 20% | 52.8% |

The best of the sites built with WordPress in Melbourne tours, attractions and museums: Gunnamatta Trail Rides (B 84.6%, https://directindex.org/r/gunnamatta.com.au); Fairfield Boathouse (B 78.5%, https://directindex.org/r/fairfieldboathouse.com); Oakdene Cellar Door (B 78.5%, https://directindex.org/r/quiddityplace.com.au); Mont De Lancey Museum (B 76.9%, https://directindex.org/r/montdelancey.org.au); Chesterfield Farm (B 75.4%, https://directindex.org/r/chesterfieldfarm.com.au).

With the three fixes above (No structured data for the business; No tickets and prices found; The server turns AI crawlers away at the door) the score would be about 95.4%: first of 98 in Melbourne tours, attractions and museums.

## The direct record
What agents get for Melbourne Holocaust Museum, as JSON: https://directindex.org/api/direct/mhm.org.au
- Book: https://shop.mhm.org.au/collections/museum-tickets (own site; found by the scan of 2026-10-17, not yet tested)
- Order: https://shop.mhm.org.au/pages/donate (own site; found by the scan of 2026-10-17, not yet tested)
- Menu: none on record
- Hours: Tu-Th 14:00-18:00; Su 10:00-18:00; Mo,Fr,Sa closed (closed now) (from OpenStreetMap)
- Phone: +61 3 9528 1985
- Stable links that count: https://directindex.org/go/mhm.org.au/book, https://directindex.org/go/mhm.org.au/order

## Can an agent transact?
Measured, not scored (the score stays at spec v1.0).
- UCP profile (/.well-known/ucp, Google and Shopify's Universal Commerce Protocol): no
- ACP discovery document (/.well-known/acp.json, OpenAI and Stripe's Agentic Commerce Protocol): no
- MCP server card (/.well-known/mcp/server-card.json): no
- Ordering vendor that takes agent orders (Square, Toast, or a vendor whose terms allow agents): no

## Score breakdown
| Component | Points | Available |
|---|---|---|
| Reachable | 18.3 | 25 |
| Readable | 1 | 25 |
| Actionable | 15 | 15 (the action test: pending) |
| Cited | 0 | 0 (the assistant citation check: pending) |

## Agent readiness (Cloudflare)
Level 1 of 5, Basic Web Presence. Cloudflare's report: https://isitagentready.com/mhm.org.au
- Link headers on the homepage: no (how: https://isitagentready.com/.well-known/agent-skills/link-headers/SKILL.md)
- sitemap.xml: yes
- AI bot rules in robots.txt: yes
- Content Signals in robots.txt: no (how: https://isitagentready.com/.well-known/agent-skills/content-signals/SKILL.md)
- Markdown on Accept: text/markdown: no (how: https://isitagentready.com/.well-known/agent-skills/markdown-negotiation/SKILL.md)
- llms.txt: no (how: https://isitagentready.com/.well-known/agent-skills/llms-txt/SKILL.md)
- API catalog (RFC 9727): no (how: https://isitagentready.com/.well-known/agent-skills/api-catalog/SKILL.md)
- MCP server card: no (how: https://isitagentready.com/.well-known/agent-skills/mcp-server-card/SKILL.md)
- A2A agent card: no (how: https://isitagentready.com/.well-known/agent-skills/a2a-agent-card/SKILL.md)
- Agent Skills index: no (how: https://isitagentready.com/.well-known/agent-skills/agent-skills/SKILL.md)
- OAuth or OIDC discovery: no (how: https://isitagentready.com/.well-known/agent-skills/oauth-discovery/SKILL.md)
- OAuth protected resource metadata: no (how: https://isitagentready.com/.well-known/agent-skills/oauth-protected-resource/SKILL.md)
- auth.md: no (how: https://isitagentready.com/.well-known/agent-skills/auth-md/SKILL.md)
- Web Bot Auth key directory: no (how: https://isitagentready.com/.well-known/agent-skills/web-bot-auth/SKILL.md)
- ARD capability manifest: no (how: https://isitagentready.com/.well-known/agent-skills/ard/SKILL.md)
- DNS-AID records: no (how: https://isitagentready.com/.well-known/agent-skills/dns-aid/SKILL.md)
- WebMCP tools on the page: no (how: https://isitagentready.com/.well-known/agent-skills/webmcp/SKILL.md)
- JSON-LD for the business: no

Keep watching this business (https://directindex.org/r/mhm.org.au/plan): the assistants asked again every month, with what changed; 2 EUR a month or 19 EUR a year.
Deep report: https://directindex.org/r/mhm.org.au/deep. Ten questions the way people ask, each assistant's full answer, the eight nearest similar places, the fix plan and a PDF: 5 EUR, one-off. Reading and scanning stay free; these few euros pay for the questions sent to the assistants and for the servers.
Methodology: https://directindex.org/methodology · Rescan now: https://directindex.org/scan?url=mhm.org.au&force=1