TL;DR. Every page you create or rewrite must pass these 9 checks. They are derived from how RAG systems chunk, retrieve, and cite web content. Miss one and the page might rank on Google but stay invisible to AI engines. Full depth: Module 5 (content-writing angle) and Module 4 (technical angle).
Rule 1: BLUF (Bottom Line Up Front)
Lead every page with a 40–80 word extractive summary that directly answers the target prompt. Include the current month/year as a freshness signal ("As of April 2026…"). This is the paragraph AI engines will quote. If your answer is buried in paragraph 4, you will not get cited.
Example: "A B2B team should complete a SOC 2 Type II audit when they begin handling sensitive customer data at scale or when a major enterprise prospect requires proof of long-term security effectiveness. Typically, this happens after a successful Series A or during the initial enterprise sales motion."
Rule 2: Question-format headers
Write every H2 as a question that mirrors natural language prompts and "People Also Ask" queries. Not "Benefits". Instead: "How does [product] compare to [competitor] for [use case]?" This lets AI engines map your page as a direct source for that exact query.
Rule 3: Semantic HTML hierarchy
One H1 per page. Never skip heading levels. H1 = page topic, H2 = major questions, H3 = sub-points. This is how RAG systems chunk your content. A broken hierarchy = broken chunks = no citation.
Rule 4: Justification attributes
Include comparison tables, pros/cons lists, and explicit "best for X" statements. AI engines need extractable justification to cite you, not marketing copy. Pull positive keywords from the Rankscale Sentiment tab to counter recurring negative keywords from competitors.
Rule 5: Evidence & data
Replace qualitative claims with quantitative ones. "142% average increase in non-branded organic traffic" beats "significant improvement." Cite named sources with credentials. Content with precise statistics earns up to 40% more visibility than vague claims.
Rule 6: E-E-A-T signals
Include direct quotes from named authorities with full credentials. Reference industry reports, primary surveys, or peer-reviewed studies. AI models favor content that demonstrates Experience, Expertise, Authoritativeness, and Trustworthiness. Anonymous claims get ignored.
Example: "As marketing consultant Jane Doe, MCIM, notes, 'UK SMEs that invest in GEO see a 30% faster growth rate.' Corroborated by the Chartered Institute of Marketing's 2025 report."
Rule 7: JSON-LD schema markup
Add Article, FAQ, and HowTo schema as JSON-LD in the <head> section. For local businesses, use LocalBusiness subtypes. Use descriptive alt text for all images. Do not make AI guess what your content means.
Rule 8: Chunkability
Write in modular paragraphs that stand alone when extracted by RAG systems. Each paragraph should make a complete, citable point. If a paragraph only makes sense in context of the one above, rewrite it. AI engines extract chunks, not articles.
Rule 9: Freshness signals
Add "Last updated: [Month Year]" visibly on the page and in the BLUF. Content updated within 30 days earns 3x more citations than older material. Build a monthly refresh cycle into the program scope.
Do this now:
Pick the single most important page on your site (the one that should answer your top priority prompt). Run it through the 9 rules. Mark each rule pass/fail. Every fail is a rewrite ticket.
Full checklist with examples: The 9 AI-citable content rules (Module 5: Fill Your Content Gaps). Technical enablers: Module 4: Fill Your SEO Gaps.
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