Worked examples by type of business
Local shop: a bakery in Bristol
Fictional example. Typical question: “Where can I order a personalised birthday cake in Clifton?”.
- Priority 1: a flawless Google Business Profile (categories, opening hours, delivery area, photos of past cakes), and detailed reviews that mention “personalised cake”.
- Priority 2: a “Personalised cakes” page with notice periods, price ranges, delivery areas and how to order.
- Priority 3: a presence in the local guides and delivery platforms the AIs cite for the city.
B2B service: an HR consultancy in Manchester
Fictional example. Typical question: “Which consultancy can set up annual appraisals for a business with 40 staff?”.
- Priority 1: one page per service, stating the size of business it’s for, the approach, how long it takes and a budget range.
- Priority 2: answer pages on HR obligations and good practice, signed by a named consultant.
- Priority 3: opinion pieces in the regional business press, talks at business networks, LinkedIn profiles consistent with the website.
E-commerce: an online hiking gear shop
Fictional example. Typical question: “Which lightweight rucksack for a five-day trek, for under £150?”.
- Priority 1: complete product pages in text (weight, capacity, materials, recommended use), with Product markup including price and availability.
- Priority 2: honest buying guides and comparisons by use, which sometimes recommend a product from another brand you stock.
- Priority 3: verified product reviews, a presence in reviews by specialist media and blogs, genuinely helpful posts in hiking forums.
Regulated profession: a law firm in Leeds
Fictional example. Typical question: “Which family law solicitor in Leeds for an uncontested divorce?”.
- Priority 1: follow your profession’s rules on marketing and publicity before doing anything else.
- Priority 2: precise pages for each practice area, the process explained step by step, and fees presented transparently.
- Priority 3: a consistent presence in the profession’s directories and recognised legal platforms; signed educational content.