WEBSITES
Make expertise understandable on the web
Help readers understand your expertise and find the right contact.
Start with the reader
A visitor should be able to understand what an organisation does, which expertise is relevant and how to contact the right person. If that information is scattered across navigation, PDFs and vague headings, the website is making the reader do avoidable work.
Give the content a clear structure
Meaningful headings, substantive pages, working internal links, accurate metadata and factual structured data can make the site easier to interpret. Technical crawlability matters too. These are concrete implementation tasks with evidence that can be checked on the actual pages.
Do not confuse implementation with results
The presence of structured data does not prove that a search engine has interpreted it correctly. Traffic is not the same as qualified enquiries. No technical change guarantees inclusion in AI answers. I prefer to report separately what was implemented, what was observed and which outcomes have not been measured.