Search now has two audiences: classic search engines and AI assistants that summarise answers. The fundamentals overlap.
Technical basics
- Mobile-first layout and good Core Web Vitals.
- Clean URLs, one canonical URL per page, XML sitemap and robots.txt.
- HTTPS everywhere and no broken links.
Structured data
Add Organization, Service, Article and FAQ schema so machines can understand who you are and what each page answers.
Content for answer engines
- Lead each page with a short, direct answer.
- Use question-style headings and real FAQs.
- Show authorship, dates and company details clearly.
Measure
Track enquiries, not just visits. Use UTM tags on campaigns and review which pages actually produce leads.