Content that gets cited
Start from questions, not keywords
Go back to your list of questions from chapter 3. For each question where you aren’t cited, ask yourself: is there a page on my site that answers it directly, in the first few lines? If not, that’s the page to write.
Four formats that work
- The answer page: one question, a clear answer in two or three sentences, then the detail (steps, costs, timescales, exceptions). Example: “How much does it cost to set up a limited company with an accountant?”.
- The honest comparison: you against the alternatives, including when they’re a better fit. “Local practice or online accountant: which should you choose?”. A comparison that admits your limits is more credible, to a reader and to an AI alike.
- The local page: one page per town or area you genuinely serve, with details specific to that place (call-out times, local regulations, work done there). No duplicate pages where only the town name changes.
- Your own data: what only you know. An index of your average prices, hard figures from your own projects, a guide based on your own practice. That original content is what other sites, and then the AIs, pick up.
For inspiration, browse our guides, our comparisons and our AI rankings.
Writing rules
- The answer first, the context after.
- Verifiable facts: figures, timescales, conditions, names of standards or qualifications.
- A named author, with their role and experience.
- A visible “last updated” date, and genuine updates.
- Subheadings that are themselves questions or clear statements.