| Content Value |
| Publish content that only you can provide. | Google advises creating non-commodity content. This includes pages with a unique point of view or first-hand experience, not a summary of what is already available. |
| State the purpose and audience of every page. | Make clear what the page covers, who it is for, and where the reader is in the buying process. Clear pages are easier for people and AI tools to summarize accurately. |
| Write within your areas of expertise. | Service pages, clinician bios, discovery content, and blog articles should reflect your subject-matter expertise. Content outside your expert topics weakens topical focus and is less likely to be treated as authoritative. |
| Answer related questions within the page and avoid duplicate pages. | Cover the questions a reader would naturally ask, written in conversational, plain language. Use an FAQ section or subheading. |
| Structure and Opening |
| Put the answer in the first sentence. | State the answer to the page’s main question before any background. Searchers typically scan before they read, and AI tools often draw on the opening of a page. |
| Use one clear format for the first 100 words. | Choose a short paragraph or a bulleted list. Use bullets for statistics, quick facts, and quick references. Use a paragraph to summarize long-form content. |
| Match headings to real search queries. | Write H1 and H2 headings that resemble questions clients search for, and confirm similar matches in Google Search Console, or tools like Semrush, Ahrefs, or SE Ranking. |
| Use one primary keyword and one to two secondary keywords. | Place them where they read naturally. Do not repeat them to reach a count. |
| Language and Tone |
| Write in a technical, exact tone. | Replace hedged phrasing such as “may be worth considering” with a specific statement. |
| Avoid idioms and figures of speech. | Literal wording is easier for all readers, including non-native English speakers and translation tools. Google does not require special wording for AI. |
| Write numbers as numerals and format them consistently. | Use numerals for counts, durations, and years so that figures are unambiguous. Example: write “8” instead of “eight.” |
| Links and Next Steps |
| Keep service page links out of the top of informational pages. | A reader with a learning intent is not ready to book a therapy session. Link near the top of your informational pages to additional resources, relevant blog articles, and helpful guides. Place consultation or appointment booking links toward the bottom of the page or in the FAQs. |
| Offer low-commitment next steps. | Examples include downloadable resources, stats and facts, how-to articles, comparison tables, videos, and featured reviews. |
| Use the destination page’s primary keyword as anchor text. | Anchor text is the clickable wording of a link. Example: “Learn why trauma-informed therapy helps first responders ease into their retirement stage by building health dynamics.” |
| Link comparison articles to related guides and tutorial videos. | Articles that compare your services with unnamed competitor approaches should offer readers a next step within the resources. |
| Accuracy and Technical Requirements |
| State facts simply and place the qualifier next to the claim. | Keep each claim short and put any disclaimers directly beside it, so the claim keeps its context when quoted by AI search tools. |
| Review published content on a schedule. | Update or retire pages with outdated figures. Keep practice information in your Google Business Profile and Bing Profile current where applicable. |
| Confirm that pages are eligible to appear. | For Google’s AI features, a page must be indexed and eligible to appear in Search with a snippet. SEO teams should confirm that important content is crawlable and available as text. Your SEO team should also verify that key content appears when a page is rendered on the server. |
