--- name: web-content description: SEO and AI discovery (GEO) - schema, ChatGPT/Perplexity optimization --- # Web Content Skill *Load with: base.md + ui-web.md* For creating web content optimized for both traditional SEO and AI discovery (ChatGPT, Perplexity, Claude, Gemini). **Sources:** [GEO Complete Guide](https://skale.so/marketing/geo/) | [AI Search SEO](https://www.gravitatedesign.com/blog/ai-search-seo/) | [LLM Optimization](https://surferseo.com/blog/llm-optimization-seo/) | [Generative Engine Optimization](https://www.siddharthbharath.com/generative-engine-optimization/) --- ## Philosophy **SEO gets clicks. GEO gets citations.** Traditional SEO optimizes for Google rankings. Generative Engine Optimization (GEO) optimizes for being cited by AI assistants. Modern content needs both: - **SEO**: Rank on search results pages - **GEO**: Be cited in AI-generated answers (ChatGPT, Perplexity, Claude, Gemini) AI traffic grew 1,200% between July 2024 and February 2025. Google's search share dropped below 90% for the first time in a decade. Optimize for both. --- ## Content Structure for AI + SEO ### The Golden Rule **Write for humans, structure for machines.** AI systems prefer: - Short, clear, fact-based content - Clean formatting (headers, bullets, tables) - Standalone sections that can be quoted - Direct answers to questions --- ## Page Types & Templates ### Homepage ```markdown ## Homepage Structure ### Above the Fold - **Headline**: Clear value proposition (what you do + for whom) - **Subheadline**: How you deliver that value - **Primary CTA**: One clear action - **Trust signals**: Logos, testimonials, stats ### Content Sections 1. **Problem Statement**: Pain point you solve 2. **Solution Overview**: How you solve it (3-4 key features) 3. **Social Proof**: Testimonials, case studies, logos 4. **How It Works**: 3-step process (simple) 5. **Pricing Preview**: Or link to pricing page 6. **FAQ Section**: 5-7 common questions (GEO gold) 7. **Final CTA**: Repeat primary action ### Schema Required - Organization schema (name, logo, founding date, social links) - WebSite schema with SearchAction - FAQ schema for questions section ``` ### Product/Service Page ```markdown ## Product Page Structure ### Hero Section - **Product Name**: Clear, descriptive - **One-line Description**: What it does in 10 words or less - **Key Benefit**: Primary value proposition - **CTA**: Buy/Try/Demo ### Content Sections 1. **TL;DR Box**: 3-5 bullet summary (AI-quotable) 2. **Problem → Solution**: What problem, how solved 3. **Features Grid**: 4-6 features with icons 4. **Comparison Table**: vs. alternatives (GEO loves these) 5. **Use Cases**: Who uses it and how 6. **Testimonials**: Real names, photos, companies 7. **Pricing**: Clear tiers if applicable 8. **FAQ**: Product-specific questions ### Schema Required - Product schema (name, description, price, availability) - Review schema (aggregate rating) - FAQ schema - BreadcrumbList schema ``` ### Blog Post / Article ```markdown ## Blog Post Structure ### Opening (First 100 words) - **TL;DR**: Direct answer to the title's question - **What you'll learn**: Bullet list of takeaways - This section should be quotable standalone ### Body Structure - **H2 sections**: Main topics (5-7 per article) - **H3 subsections**: Supporting points - **Bullet lists**: For scanability - **Stat boxes**: Highlight key numbers - **Comparison tables**: When comparing options ### Content Elements - Definition boxes ("What is X?") - Step-by-step instructions - Code examples (if technical) - Original statistics/research - Expert quotes with attribution ### Closing - **Summary**: Key takeaways (bulleted) - **Next steps**: What reader should do - **Related content**: Internal links ### Metadata Required - Author name + bio + photo - Publication date - Last updated date (visible!) - Reading time - Article schema with author ``` ### FAQ Page ```markdown ## FAQ Page Structure ### Organization - Group questions by category - Most common questions first - Direct, concise answers - Link to detailed pages for more info ### Question Format Q: [Exact question users ask] A: [Direct answer in first sentence, then elaboration] ### Schema Required - FAQPage schema (critical for AI discovery) - Each Q&A as Question/Answer schema ``` ### Landing Page ```markdown ## Landing Page Structure ### Single Focus - One offer - One audience - One CTA (repeated) ### Sections 1. **Headline**: Benefit-focused, specific 2. **Problem Agitation**: Pain points 3. **Solution**: Your offer 4. **Proof**: Testimonials, stats, logos 5. **Features**: 3-5 key benefits 6. **Objection Handling**: FAQ or guarantee 7. **CTA**: Clear, urgent ### No Navigation - Remove header nav (reduce exits) - Single path: read → convert ``` --- ## AI-Optimized Content Formats ### TL;DR Boxes ```html

TL;DR

``` Place at top of articles. AI systems extract these for summaries. ### Definition Blocks ```markdown ## What is [Term]? [Term] is [concise definition in one sentence]. It [what it does] by [how it works]. **Key characteristics:** - Characteristic 1 - Characteristic 2 - Characteristic 3 ``` Start with "What is X?" - AI systems look for this pattern. ### Comparison Tables ```markdown | Feature | Product A | Product B | Our Product | |---------|-----------|-----------|-------------| | Price | $99/mo | $149/mo | $79/mo | | Feature 1 | ✓ | ✗ | ✓ | | Feature 2 | ✗ | ✓ | ✓ | | Best For | Enterprise | Startups | SMBs | ``` AI loves structured comparisons. Include in product and review pages. ### Stat Boxes ```html
73% of users prefer AI search for complex queries Source: Adobe Analytics, 2024
``` Original statistics with sources get cited by AI. ### Step-by-Step Guides ```markdown ## How to [Do Thing] ### Step 1: [Action Verb] [Object] [Explanation of what to do] **Example:** [Concrete example] ### Step 2: [Action Verb] [Object] [Explanation] ### Step 3: [Action Verb] [Object] [Explanation] **Result:** [What user achieves] ``` Use HowTo schema markup for these. --- ## Schema Markup (Critical for AI) ### Organization Schema ```json { "@context": "https://schema.org", "@type": "Organization", "name": "Your Company", "url": "https://yoursite.com", "logo": "https://yoursite.com/logo.png", "foundingDate": "2020", "description": "One sentence description", "sameAs": [ "https://twitter.com/yourcompany", "https://linkedin.com/company/yourcompany", "https://github.com/yourcompany" ], "contactPoint": { "@type": "ContactPoint", "email": "hello@yoursite.com", "contactType": "customer service" } } ``` ### Article Schema ```json { "@context": "https://schema.org", "@type": "Article", "headline": "Article Title", "description": "Meta description", "image": "https://yoursite.com/article-image.jpg", "author": { "@type": "Person", "name": "Author Name", "url": "https://yoursite.com/team/author-name", "jobTitle": "Role at Company", "sameAs": [ "https://linkedin.com/in/author", "https://twitter.com/author" ] }, "publisher": { "@type": "Organization", "name": "Your Company", "logo": { "@type": "ImageObject", "url": "https://yoursite.com/logo.png" } }, "datePublished": "2025-01-15", "dateModified": "2025-01-20" } ``` ### FAQ Schema ```json { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [ { "@type": "Question", "name": "What is your product?", "acceptedAnswer": { "@type": "Answer", "text": "Direct answer here. Keep concise but complete." } }, { "@type": "Question", "name": "How much does it cost?", "acceptedAnswer": { "@type": "Answer", "text": "Pricing starts at $X/month for basic plan..." } } ] } ``` ### Product Schema ```json { "@context": "https://schema.org", "@type": "Product", "name": "Product Name", "description": "Product description", "image": "https://yoursite.com/product.jpg", "brand": { "@type": "Brand", "name": "Your Company" }, "offers": { "@type": "Offer", "price": "29.99", "priceCurrency": "USD", "availability": "https://schema.org/InStock" }, "aggregateRating": { "@type": "AggregateRating", "ratingValue": "4.8", "reviewCount": "127" } } ``` ### HowTo Schema ```json { "@context": "https://schema.org", "@type": "HowTo", "name": "How to Set Up Your Account", "description": "Step-by-step guide to getting started", "step": [ { "@type": "HowToStep", "name": "Create account", "text": "Go to signup page and enter your email" }, { "@type": "HowToStep", "name": "Verify email", "text": "Click the link in the verification email" } ] } ``` --- ## Platform-Specific Optimization ### ChatGPT Optimization ```markdown ✅ DO: - TL;DR sections at top of articles - Consistent formatting (headers, bullets) - Named authors with credentials - Original research and statistics - Multi-intent content (covers related questions) ❌ AVOID: - Thin content without substance - Missing author attribution - Outdated information (no dates) ``` ### Perplexity Optimization ```markdown ✅ DO: - Original statistics with sources - Comparison tables and structured data - Clean URL slugs (/topic-name not /p=123) - Short, declarative statements - Images, charts, diagrams - YouTube videos (Perplexity shows these) ❌ AVOID: - Generic content without unique insights - Missing citations/sources - Poor URL structure ``` ### Claude Optimization ```markdown ✅ DO: - Well-structured, logical content - Clear definitions and explanations - Technical accuracy - Balanced perspectives - Proper citations ❌ AVOID: - Misleading or sensational content - Missing context - Outdated technical information ``` ### Gemini Optimization ```markdown ✅ DO: - Rich schema markup - Detailed image alt-text - YouTube content (Google-owned) - Multimedia (video, audio with transcripts) ❌ AVOID: - Missing structured data - Images without alt-text - Text-only content ``` --- ## E-E-A-T for AI Discovery ### Experience - First-person case studies - "We tested X and found Y" - Original screenshots and data - User testimonials with real details ### Expertise - Author bios with credentials - Link to author's other work - Industry-specific terminology - Technical depth appropriate to topic ### Authoritativeness - Backlinks from trusted sources - Mentions in industry publications - Citations from other experts - Social proof (followers, engagement) ### Trustworthiness - Contact information visible - About page with team details - Privacy policy and terms - Secure site (HTTPS) - Accurate, up-to-date info --- ## Content Freshness ### Visible Dates (Required) ```html

Article Title

By John Smith Published: January 15, 2025 Last updated: January 20, 2025
``` AI systems prefer recent content. Show dates prominently. ### Update Schedule | Content Type | Update Frequency | |--------------|------------------| | Product pages | On feature changes | | Pricing | Immediately on change | | Blog posts | Quarterly review | | Statistics | When new data available | | Guides | Semi-annually | --- ## Analytics for AI Traffic ### GA4 Regex Filter ```regex .*chatgpt\.com.*|.*perplexity\.ai.*|.*gemini\.google\.com.*|.*copilot\.microsoft\.com.*|.*openai\.com.*|.*claude\.ai.*|.*poe\.com.*|.*you\.com.*|.*phind\.com.* ``` ### Track AI Referrals ```javascript // Check for AI referrer const aiReferrers = [ 'chatgpt.com', 'chat.openai.com', 'perplexity.ai', 'claude.ai', 'gemini.google.com', 'copilot.microsoft.com', 'poe.com', 'you.com', 'phind.com' ]; const referrer = document.referrer; const isAIReferral = aiReferrers.some(ai => referrer.includes(ai)); if (isAIReferral) { analytics.track('ai_referral', { source: referrer, page: window.location.pathname }); } ``` ### Survey for AI Discovery Add to forms: ```markdown How did you hear about us? - [ ] Google Search - [ ] ChatGPT - [ ] Perplexity - [ ] Claude - [ ] Social Media - [ ] Referral - [ ] Other ``` --- ## Content Checklist ### Before Publishing ```markdown ## SEO Checklist - [ ] Title tag (50-60 chars) with primary keyword - [ ] Meta description (150-160 chars) with CTA - [ ] URL slug is clean and descriptive - [ ] H1 matches title intent - [ ] H2/H3 hierarchy is logical - [ ] Images have descriptive alt-text - [ ] Internal links to related content - [ ] External links to authoritative sources ## GEO Checklist - [ ] TL;DR or summary at top - [ ] Direct answer to main question in first paragraph - [ ] Stat boxes with sources - [ ] Comparison tables where applicable - [ ] FAQ section with schema - [ ] Author name, bio, and credentials - [ ] Publication and last-updated dates visible - [ ] Schema markup validated - [ ] Content can be quoted standalone - [ ] Original insights or data included ``` ### Schema Validation ```bash # Validate schema markup # Use: https://validator.schema.org/ # Or: https://search.google.com/test/rich-results ``` --- ## Project Structure ``` project/ ├── content/ │ ├── pages/ │ │ ├── home.md │ │ ├── about.md │ │ ├── pricing.md │ │ └── contact.md │ ├── blog/ │ │ ├── post-1.md │ │ └── post-2.md │ └── legal/ │ ├── privacy.md │ └── terms.md ├── components/ │ ├── SchemaMarkup.tsx │ ├── TLDRBox.tsx │ ├── StatBox.tsx │ ├── FAQSection.tsx │ └── AuthorBio.tsx └── lib/ └── schema.ts # Schema generators ``` --- ## Anti-Patterns - **No dates** - AI deprioritizes undated content - **Anonymous content** - No author = no E-E-A-T - **Walls of text** - Break up with headers, bullets, boxes - **Generic content** - Add original insights, data, opinions - **Missing schema** - Invisible to structured data crawlers - **Outdated info** - Update quarterly minimum - **No FAQ** - Missing easy GEO win - **Poor URL structure** - Use /topic-name not /p=12345 --- ## Quick Reference ### Content Formats AI Loves 1. TL;DR summaries 2. Definition boxes ("What is X?") 3. Comparison tables 4. Step-by-step guides 5. FAQ sections 6. Stat boxes with sources 7. Listicles with numbers ### Required Schema by Page Type | Page Type | Schema | |-----------|--------| | Homepage | Organization, WebSite | | Blog Post | Article, Author, FAQ | | Product | Product, Review, FAQ | | FAQ | FAQPage | | How-to | HowTo | | About | Organization, Person |