Citable pages
Retrieval eligibility and passage quality are the only two things a publisher controls. Everything after that belongs to the system.
02 / 08Entity consolidation
One clinic, one entity, one set of facts. Every disagreement between your records is evidence that you are two businesses.
03 / 08llms.txt
A proposed markdown file at the root of a site. Not a standard, not a ranking factor, not robots.txt for models. Cheap to publish and frequently oversold.
04 / 08Structured data as content
Markup is not a plugin output. It is a machine readable statement of fact that has to be true, complete and identical to the visible page.
05 / 08Canonical source of truth
If your site does not state a fact clearly, some other source will, and that source will be the one quoted.
06 / 08Selection and attribution
Query fan-out, retrieval, passage selection, composition, attribution. Five steps, and a publisher influences one and a half of them.
07 / 08Measuring AI visibility
A fixed question set, run repeatedly, recorded with dates. Boring, defensible, and better than any single score.
08 / 08Crawler access
Robots.txt is the only standardised control, it governs fetching, and most clinics have never made a deliberate decision about it.
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Briefings when the surfaces change
Documented changes only, roughly monthly. No rankings and no numbers we cannot source.