THE SHORT ANSWER
Open with the answer or orientation the reader needs, define ambiguous terms, organize distinct questions under descriptive headings, and use tables, lists or examples only when they clarify the task. Place evidence beside claims, keep heading levels logical, connect related pages and summarize when complexity warrants it. The right structure depends on intent; no fixed article pattern guarantees ranking or retrieval.
Let the decision determine the shape
| Intent | Useful opening | Possible structure |
|---|---|---|
| Definition | Direct meaning and boundary | Definition, examples, distinctions, implications |
| Comparison | Decision and main trade-off | Criteria table, cases, limits |
| Procedure | Outcome and prerequisites | Ordered steps, checks, failure paths |
| Investigation | Question and current evidence | Method, findings, interpretation, limitations |
| Strategy | Choice to be made | Context, options, evidence, recommendation |
Question-based headings can help when readers actually ask separate questions. They become clutter when every sentence is converted into an artificial FAQ.
Make the page useful at several reading depths
- Title — name the real subject and task.
- Standfirst — establish scope and consequence.
- Direct answer — orient the reader without hiding the qualification.
- Sections — develop one distinct part of the reasoning at a time.
- Evidence — support claims where they occur.
- Examples — make abstractions concrete and label their status.
- Explore Next — connect to the next useful decision.
A retrieved paragraph should identify its subject and conditions. Avoid chains of pronouns or headings such as ‘Benefits’ that lose meaning when separated from the page.
Use HTML structure for people and machines
One descriptive H1 identifies the page. H2 and H3 levels express real hierarchy. Tables need captions and headers; links need descriptive text; lists should represent sequences or parallel items. Important content should remain available as text rather than existing only inside an image.
Semantic structure improves navigation and interpretation, including for assistive technology. It does not provide a hidden ranking advantage or require perfectly uniform markup.
Evidence & context: Google Search Central
Check the page after removing the template
- Does the introduction answer the actual question?
- Does every section add a distinct part of the explanation?
- Can claims be traced to appropriate sources?
- Are tables genuinely comparative?
- Can key passages stand without misleading context?
- Do internal links describe why the next page helps?
- Would removing a block weaken understanding?
Sources & further reading
- Optimizing your website for generative AI features on Google Search
Google Search Central. Official Google guidance checked 13 September 2026. It treats AEO and GEO work for Google as part of SEO, recommends established search foundations and unique people-first information, and does not describe other assistants' systems.
- AI features and your website
Google Search Central. Official documentation for AI Overviews and AI Mode checked 13 September 2026. Product behavior, availability and reporting can change; eligibility never guarantees crawling, indexing or appearance.
- General structured data guidelines
Google Search Central. Official guidance on supported structured-data formats, relevance and rich-result eligibility. Correct markup does not guarantee a rich result, ranking or generative citation.
Examples and exercises are illustrative unless attributed to a source. No independent expert review is claimed.
A correction, a counterexample or an experience worth sharing?
Join the conversation ↗