Module 6
Make it findable
Pages that answer real questions, clean technical foundations, and a way to see what is working.
Being findable used to mean ranking. Now it means being the source a search engine ranks and a language model quotes, which rewards the same thing: clear, specific pages that answer a real question completely.
This module builds the smallest version of that which actually works.
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How buyers search now
Two things changed. Buyers ask longer, more specific questions, because they are typing into something that can handle a sentence. And a growing share of those questions get answered without a click, by a model summarising the pages it trusts.
That makes thin content worthless and specific content more valuable than before. A page that says 'we are the leading platform for fleet management' cannot be quoted, because it contains no information. A page that explains exactly how handover disputes arise and what the numbers look like across a 400-car fleet can be quoted, and gets cited.
Write down the ten questions your buyers actually ask, in their words. Those are your pages. Not keywords, questions.
Your turn
What good looks like
- 'How do I prove a scratch was there before the rental?'
- 'What should a vehicle handover checklist include?'
- 'How much do rental damage disputes cost per car per year?'
- They say handover and dispute. We had been writing inspection and claim.
Publish what you know, not what ranks
You have information nobody else has: your own numbers, your customers' before and after, the mistakes you made, the process you built. That is what earns citations, because it cannot be regenerated from other pages.
The format that works is unglamorous. One question per page. Answer it in the first paragraph. Then show the working, with your real numbers, your real screenshots and the parts that did not work. Keep an eye on whether someone could act on it after reading once.
Two or three pages like that will beat thirty generated ones, and they will not age into embarrassment.
Your turn
| Question it answers | What only you can say | Proof or numbers included | Published |
|---|---|---|---|
What good looks like
- Page: 'What does a vehicle handover dispute actually cost?' Only we can say: median 40 minutes and $27 refunded across 1,900 handovers we have processed.
- Proof: anonymised chart, method described, sample size stated.
Technical foundations that are worth the time
Most technical SEO advice is maintenance for large sites. A new company needs a short list, done properly once.
Every page has a unique title and description that describe that page. One clear heading per page. Pages load fast on a phone on a bad connection. A sitemap that lists every real page and nothing else. Canonical links that point at the page itself. Structured data where it is honest: your organisation, your articles, your FAQs. And a plain text summary of your site for language models.
That is the whole list. Everything past it is optimisation you can do once you have traffic to optimise.
Your turn
What good looks like
- All seven done in an afternoon. The slowest part was writing honest descriptions for twelve pages.
- Not done: image compression on the case study page. Scheduled for Friday.
Measure the few things that matter
Ignore most of the dashboard. Four things tell you whether this is working: which questions bring people in, whether those people do anything once they arrive, whether language models cite you when asked about your topic, and whether any of it turns into a conversation.
Check monthly, not daily. Content moves on a timescale of months and daily checking produces noise-driven decisions.
Write your baseline now so that in three months you can tell the difference between growth and imagination.
Your turn
| Metric | Today | Target in 3 months |
|---|---|---|
What good looks like
- Queries bringing people in: 4. Target 25.
- Enquiries from content: 0. Target 3 a month.
- Model check: asked three assistants 'how do fleets prove pre-existing damage'. None mentioned us. Recheck in 90 days.
Common questions
Does SEO still matter when people ask AI assistants instead?
Yes, and the requirements converge. Models cite the pages that answer a question completely and specifically, which is also what search engines reward. Thin keyword pages lose in both.
How much content does a new startup need?
Two or three genuinely useful pages built on your own numbers beat thirty generic ones. Volume without original information does not earn citations.
What technical SEO does a new site actually need?
Unique titles and descriptions, one clear heading per page, fast mobile loading, an accurate sitemap, self-referencing canonicals, honest structured data and a plain text summary for language models. That is enough until you have traffic.