Digital visibility
How to write useful content for search engines and AI answers
By Julián Medina · Director of SourcingUp and creator of CommerceUp
Answer a specific question with your own information, verifiable examples, and clear authorship. Make it easier for people and systems to understand what you are stating, what you are basing it on, and what the limits of the response are.
One page, one clear search intent
A question about customer-specific price lists needs an explanation of pricing and validation rules, not a generic ecommerce pitch. Start with a direct answer, then develop the decisions, examples and steps. If two pages answer the same question in different words, combine them and make the answer more useful.
Connect statements with evidence
Distinguish your experience from a hypothesis or an illustrative exercise. Cite identifiable sources when a claim needs them and check that they are current. Structured data should describe real, visible content. Adding schema markup does not turn an opinion into evidence or guarantee inclusion in an AI answer.
Check which questions your content answers
Review search queries, pages visited and inquiries about relevant business problems. When observing AI answers, record the prompt, date and context, because results can vary. Use these signals to improve the content. Publishing more URLs without learning from them does not establish greater authority.
Put it into practice
- Assign one main question per page.
- Provide your own examples and criteria.
- Show authorship and sources where applicable.
- Review queries and update useful content.
The thinking behind this guide
A guide by Julián Medina. The scenarios are illustrative, not measured customer outcomes. My work at SourcingUp. Google’s guidance on helpful content.