Make your business easier to find and understand in AI search

Your business may be named in a relevant answer, cited through a source link or associated with a service and working area. These are different observations. An order within a ChatGPT answer cannot be compared directly with an ordinary Google ranking or a count in a Google generative-AI report.

Record which customer questions matter, then save each complete answer with its date and sources. Check whether your site explains who you serve, what you offer and what evidence supports it. A page change does not guarantee a recommendation.

Provider questions

Examples: “Who can repair a roof in Almere?” and “Which painter in Lelystad has verifiable customer reviews?”

Cost and service questions

Examples: “What affects the cost of repairing a roof leak?” and “Which estate agent in Dronten can help me sell my house?”

Business and alternative questions

Examples: “Who helps small businesses with SEO and AI visibility?” and “What are the alternatives to hiring an SEO agency?”

• GEO terminology and its relationship with SEO →
• The guide specifically about ChatGPT mentions →

Customers need to understand the business, assess whether it fits their question and check the evidence behind its claims. Those needs provide a practical way to organise your website. They are not published weights in an AI ranking formula.

Clarity

Describe the services, customers and locations you actually cover. Explain what a job or service involves and how someone can contact you.

Relevance

Answer the questions that affect the purchase: cost factors, possible solutions, comparisons, conditions and availability. Keep an explanatory guide when it helps a customer understand the choice.

Trust

Show genuine projects, reviews, experience and checkable credentials. Keep business details consistent with your public profiles and relevant external references.

Hagman Timmer & Onderhoudsbedrijf is a local carpentry and maintenance business. The case describes a starting point centred on word of mouth and a limited online presence, followed by work on service information, local content and customer questions.

Google Search Console recorded 18,355 impressions and 143 clicks from March to May 2026. The case reports increases of +364% and +88% respectively against the preceding comparison period. These are Google observations, not counts of AI recommendations or confirmed new jobs. The case cannot isolate the effect of each individual change.

• Inspect the full Hagman case →

Your important pages still need to be accessible, relevant and understandable. Useful service information, ordinary internal links, accurate local details and a working mobile website remain part of that work.

An AI answer can assemble information from multiple sources. A clear section should make sense on its own without omitting essential conditions. Google’s guidance retains the usual SEO foundations for its AI search features. It does not require a special AI file or a new schema type.

• Google: AI features and your website →
• Local SEO and working-area information →

Use this list to find gaps and inconsistencies. Do not assume that ticking every box will produce a mention, or that each item has the same significance for every customer question.

Service pages

Can someone see exactly what you do and what falls outside the service?

Local information

Are the working area, genuine locations and opening hours accurate?

Business identity

Do the company name, contact details and description agree across your website and relevant profiles?

Reviews

Can readers inspect genuine customer experiences without fabricated or selective attribution?

Page structure

Do headings and sections help a reader find and understand the answer?

Customer questions

Are practical questions about choice, cost, conditions and next steps answered?

External references

Do relevant registers, local media and partners describe the business accurately?

Experience

Are completed projects, expertise and relevant professional memberships explained?

Current information

Are prices, service conditions, people and examples still accurate?

Structured data

Does any markup describe what is actually visible on the page?

Work through one useful improvement at a time. Repeat the process at a rhythm suited to the business, the amount of evidence available and the selected plan. A new article is one possible action; improving an existing service page may be more useful.

1. Save a baseline

Test relevant questions in selected systems such as ChatGPT, Gemini and Perplexity. Record the full answer, date, business description, competitors and visible sources. Keep the language and conditions consistent.

2. Choose questions that help a purchase

Start with real enquiries about problems, comparisons, costs, providers and location. Include explanatory questions where they help someone choose; a definition is not automatically commercially worthless.

3. Use specific language

Replace broad claims with the service, audience, region, problem, method and next step. “Flat-roof repairs in Almere, with an inspection before a quotation” is more useful than an unqualified promise to be a reliable partner. Only state a method you actually follow.

4. Find the right page

Check whether an existing service page or guide already answers the question. Strengthen that page first when the intent matches. Create a separate page for a distinct need, rather than one page per variation of a keyword.

5. Make the explanation readable

Use a clear main heading, descriptive subheadings, short paragraphs and lists where they help. Keep qualifications with the claim they limit, so an extracted paragraph does not become misleading.

6. Add relevant evidence

Use an appropriate project, review, photograph or credential beside the explanation. Give the source and period for figures. Do not force an unrelated case into the page just to include a testimonial.

7. Correct inconsistent profiles

Check the website, Google Business Profile, social profiles and relevant directories. Resolve conflicting descriptions, contact details and working areas instead of copying an error everywhere.

8. Answer remaining questions

Add a short FAQ when it resolves a genuine uncertainty not already answered clearly. Avoid repeating the entire page in question-and-answer form.

9. Measure again and choose the next action

Log what changed and when. Repeat the same question set, check Google performance separately and inspect real enquiries. Use the findings to choose the next improvement without attributing every movement to the last edit.

An assessment starts with your services, region and goals. Its scope depends on the available measurements. It can inspect selected AI answers, the competitors mentioned and the pages that support the business description. A check of one platform does not establish visibility across every other platform.

Answers and sources

Does the business appear in the selected answers, is its description correct, and are source links visible?

Competitor context

Which other providers appear, and which services or characteristics are mentioned?

Website gaps

Does a relevant existing page omit an important answer, condition or piece of evidence?

Practical next step

Which improvement is justified, and which level of execution or support fits the business?

• Ask about an initial assessment →
• Compare execution and support options →

Choose a format because it helps the reader complete a task. The examples below are possibilities, not a list of pages every business needs. Check existing coverage before adding anything.

Explanatory guides

Explain a real question such as roof-leak repair costs, EPDM versus bitumen, or what AI visibility measures. Include the factors that change the answer and the limits of general advice.

Comparisons

Help someone distinguish alternatives such as an SEO agency and a platform, or Klusio and another tool. Use current, sourced product information and compare equivalent scopes.

Industry pages

Explain how a service fits a particular audience, for example roofers, painters or estate agents. Include relevant workflows rather than replacing a few industry words.

Problem-led pages

Address questions such as why a website receives little relevant traffic, how to reduce dependence on a lead platform, or how to make an enquiry route clearer.

Local service pages

Connect a real service with a place you serve. Examples include roof repairs in Almere, painting in Lelystad and property sales in Dronten. Use distinct local evidence where it is useful, not cloned town pages.

Customer cases

Describe the starting point, work and observed outcome. Keep dates, sources, screenshots and an approved customer comment with the result. Explain any important limits of the evidence.

Ask your developer to check the page that should answer the question, not only the homepage. A correct appearance in a browser does not by itself establish crawlability or indexing.

Access and indexing

Check that important pages are not accidentally password-protected, excluded from indexing or returning an error.

Available content

Make essential text available in the page. Do not rely on an inaccessible interaction to reveal the only description of a service.

Appropriate bot rules

Review robots.txt and firewall settings. For ChatGPT, search-crawler access and model-training access are separate choices; do not enable every bot indiscriminately.

Page metadata

Give each distinct page an accurate title and description without promising something the page does not deliver.

Heading structure

Use one clear main topic and logical headings. Check the generated HTML as well as the visual styling.

Internal links

Link relevant pages through ordinary, descriptive links. Fix broken destinations and unnecessary redirect chains.

Mobile performance

Check loading, layout, readable text, interactive controls and working forms on a phone.

Search Console

Connect and inspect the appropriate property. Separate indexing issues from ordinary changes in impressions, clicks and average position.

• OpenAI: search and training crawler choices →
• Explore website checks →

Read the page as a customer who is deciding whether to contact the business. A polished sentence is not enough if the essential answer or condition is missing.

Answer near the top

Give the main answer before a long introduction.

Clear sections

Use short paragraphs and headings that describe the question being answered.

Useful FAQs

Resolve remaining doubts without duplicating earlier sections.

Concrete examples

Use practical examples and sourced figures, with enough context to interpret them.

Services and area

State what you do and where you work.

Supported claims

Remove empty superlatives and claims that cannot be checked.

Contact and availability

Give the appropriate next step. Mention an emergency service only if it exists, with its actual availability.

Readable on its own

Make each important explanation understandable without hidden assumptions.

Dates and updates

Keep changing information current and show meaningful update dates.

Related information

Link to the relevant service, case or detailed explanation where that helps the reader.

Structured data describes page information in a machine-readable form. Select a supported type and follow its specific requirements. Markup must agree with visible content; it does not guarantee an AI citation, a rich result or review stars.

Organization

Business name, logo, website and contact information.

LocalBusiness

Applicable local-business details such as address, contact information and opening hours. Do not invent an office or add misleading review markup.

Article

The headline, author, dates and description of an actual article.

FAQPage

Visible questions and answers where the type and current eligibility rules are appropriate.

Product or SoftwareApplication

Relevant information for a real product or software offering, using the correct type and required properties.

• Google: structured data requirements →

Other sources can provide context about a business. Check whether a reference is genuine, relevant and accurate. Buying large numbers of low-value mentions is not a substitute for useful information.

Reviews

Google reviews and relevant independent review platforms.

Industry references

Legitimate industry registers and professional organisations.

Media and conversations

Local coverage, interviews and podcasts that accurately describe the work.

Projects and expertise

Customer case studies and useful guest articles with a clear author and purpose.

Business profiles

Current social profiles and genuinely relevant directories.

Your own public explanations

Helpful YouTube videos and LinkedIn posts, with claims you can support.

A useful check is whether the page would still help someone if no search engine saw it. Remove content that exists only to manipulate a system or make the business look more established than it is.

Generic volume

Do not mass-produce pages without a distinct question or useful answer.

Cloned locations

Do not repeat the same text with a different town name.

Invented proof

Never fabricate reviews, mentions or customer work.

Stuffing and hidden text

Do not repeat keywords unnaturally or hide text for crawlers.

Unsupported claims

Do not promise outcomes or service capabilities that lack evidence.

Misleading markup

Do not add structured data that conflicts with visible content.

Writing only for AI

Keep the real reader’s task at the centre of the page.

Unproven superlatives

A claim such as “the best in the Netherlands” needs a defined, defensible basis.

Stale information

Review details that change, including prices, people, guarantees and availability.

The Growth Engine connects an observed opportunity with a proposal, an execution route and follow-up. The plan determines the rhythm and scope. Permissions determine which changes can be carried out automatically.

1. Measure the starting point

Inspect available Google data, selected AI answers and website findings.

2. Investigate competitors

Look at relevant questions, pages and visible sources, without treating a competitor’s appearance as proof of a particular ranking factor.

3. Prepare the work

Connect service, region and customer question. Decide whether an existing page, article or technical issue deserves attention.

4. Review and execute

Prepare a concrete proposal. Publish or update only through a supported connection and the chosen approval settings; otherwise prepare a work brief.

5. Review the evidence

Keep Google impressions and clicks, recorded AI answers and attributable enquiries separate.

6. Help visitors make contact

The optional website assistant uses configured business knowledge. Its plan scope and notification options must be checked separately; a WhatsApp notification is not the same as a standalone WhatsApp assistant.

7. Choose the next improvement

Reassess the work using new evidence and changes in the business. Do not create a new article solely to fill a counter.

• From opportunity to completed improvement →
• Website assistant and enquiry handling →

This is an illustrative planning example, not a customer result. Start by checking the roofer’s actual services and availability, then choose the questions and pages that fit. Do not imply a 24-hour emergency service if the business does not offer one.

Possible questions

Who repairs roof leaks in Almere? What affects the cost of replacing a flat roof? Who can assess storm damage? How do EPDM and bitumen differ? Who is genuinely available out of hours? Which roofer has relevant completed work in Lelystad?

Possible service pages

Roof leaks and any actual emergency service in Almere; flat-roof repairs; bitumen roofing; storm-damage repairs. Combine closely related needs where one page can answer them well.

Possible guides

A comparison of EPDM and bitumen, factors affecting roof-renovation costs, and remaining roof-leak questions. Link each to the relevant service rather than making several pages compete for the same need.

Facts to make clear

Working area, emergency availability, materials, specialisms, experience, verifiable credentials and the contact process. Add relevant reviews, regional projects and photographs of completed work.

Visibility, visits and enquiries can move differently. Extra impressions do not establish that more qualified customers will follow. Use a comparable period and keep attribution limits with the result.

• How to interpret results in Klusio →

Use the checklist to identify a specific gap, then prioritise the change that helps a customer most. A long list of unfinished tasks should not replace a clear next decision.

Business information

Identity; services; audience; working area; visible contact details.

Services

Appropriate service pages; customer questions; costs and method; practical examples; genuine emergency availability where relevant.

Local relevance

Accurate working area; useful local pages where justified; relevant reviews; a complete Business Profile; projects in the area.

Content

Current information; useful original explanations; concrete examples; a clear purpose per page; no generic filler.

Evidence

Traceable reviews; dated cases and figures; relevant experience; real project photographs; verifiable credentials.

AI observations

Relevant saved prompts; named competitors; accurate descriptions; useful comparisons; relevant external references.

Use the GEO guide for definitions, the ChatGPT guide for recorded business mentions and AMI for deeper competitor and source analysis. If you want help applying the work, discuss the pages and questions that matter to your business.

• Understand GEO →
• Inspect real ChatGPT examples →
• Explore GEO work →
• Explore AI Market Intelligence →
• Discuss your website in English →