SEO, AEO and GEO: what should you build first?

Give each page a real buying question

A service page answers what you do, for whom, what is included, what is excluded and how the engagement starts. An industry page explains how that work changes for a particular buying journey. A guide helps someone understand or evaluate a decision before contacting you.

On Skillphase, the professional-services page focuses on consultation intake; the property page focuses on viewing enquiries; and the B2B services page focuses on quotations. Those differences justify separate pages. Changing only a city name would not make the content more useful.

• Service: can this engagement solve my specific problem?
• Industry: does the workflow fit how our customers buy?
• Guide: how should we evaluate the next decision?
• Tool: can I explore my own situation before a sales call?

Use the current search guidance

Google's current guidance treats its generative search features as part of the search experience. It emphasizes useful original content, crawlability and page experience. It also says Google Search ignores llms.txt for visibility and rankings; there is no special generative-AI schema requirement.

At launch, verify indexing eligibility and the available generative-AI inclusion setting in Search Console. A technically eligible page is not guaranteed to be indexed or shown. Keep a source-linked review habit because product controls and reporting change.

Make expertise inspectable

Use an original worked example, a process diagram or a transparent test before making a performance claim. This site's enquiry-handoff guide describes the system actually implemented in the preview, while its workflow demo is clearly labeled as synthetic. Neither is presented as a client case study.

When real engagements produce permissioned evidence, publish the starting condition, scope, measurement period and limitations alongside the result. Give the reader enough detail to judge whether the example is relevant to their business. Do not fill the evidence gap with invented testimonials or borrowed logos.

Connect content to a useful next action

A visitor reading about follow-up should be able to explore the revenue-system service, try the advisor and carry their selected service into the enquiry form. A person checking search readiness should find the visibility checklist without submitting an email first.

This is also why a useful site needs navigation and internal links, not only a sitemap. Read each page as a potential buyer: what question remains, and where would you naturally go next? Keep that path short and explicit.

Measure commercial progress separately from visibility

Track qualified enquiries and their eventual outcomes in the CRM. Use search tools for discovery, query and indexing signals. Treat mentions or citations as visibility indicators, not sales. A page can attract attention without producing the right kind of opportunity.

Bing's AI Performance reporting provides information about cited pages and associated grounding queries across its supported AI experiences. Review its current coverage and limitations before interpreting it as a complete picture of AI visibility.

Start with a monthly review of a small set of important pages. Improve unclear answers, broken journeys and missing evidence. Add a new page when it earns its place by answering a distinct question.