| Canonical | Without one, Google can index two addresses for the same page and split the signal between them. | One canonical per page, with the definitive URL, in the HTML. |
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| hreflang | With several languages and no hreflang, Google can show the wrong language or treat the versions as duplicates. | Alternates per language plus x-default on every page, reciprocal. |
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| JSON-LD per page | Plugins drop in a generic block, sometimes duplicated. Google needs to know what each page is and who is behind it. | A JSON-LD written for that page: page type, business entity and details that match what is visible. |
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| Text in the served HTML | Many AI bots do not run JavaScript. If a script paints the text, to them the page is empty. | All the content is in the HTML the server sends. No scripts. |
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| AI bots allowed in | Many templates and robots.txt files block the crawlers of OpenAI, Anthropic and Perplexity by default. No access, no citation. | We review robots.txt and let the assistants' search bots in. |
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| Bing and IndexNow | ChatGPT and Copilot search through Bing's index. Hardly anyone registers with Bing Webmaster Tools. | Registered in Bing Webmaster Tools with IndexNow active: every new or changed URL is submitted the same day. |
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| Business profile | In local searches, the business profile on Google and Bing carries as much weight as the website. It is usually half done. | Google Business Profile and Bing Places completed, with the same details as the website. |
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| Monthly report | Without measuring, you do not know whether the work is working. A designer delivers and leaves. | Every month: impressions and clicks in Google and Bing, indexing and whether AI cites you. Dated, before and after. |