Guides
Practical, jargon-light articles organised by pillar. Each one answers a single question cleanly — practising the answer-layer architecture we teach.
Discoverability & Structure
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Which AI crawlers should you allow? A policy that actually means something
"Allow everything" and "block everything" are both wrong answers. Here's how to set an AI crawler policy that welcomes the bots that drive citations, reserves the ones that only train, and — crucially — actually enforces what you say.
Updated 2026-06-11 · 6 min read
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Becoming an entity — how AI learns who you are
The unit of the AI web is the entity, not the page. Here's how to get recognised in the knowledge graph so assistants can reason about who you are with confidence.
Updated 2026-06-07 · 7 min read
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What is llms.txt and why your site needs one
A plain-English explanation of the llms.txt standard — what it is, what goes in it, and why it's becoming table stakes for AI discoverability.
Updated 2026-06-07 · 6 min read
Citeability & Answer Architecture
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Answer-layer content — writing for AI extraction
LLMs prefer clean, bounded answers over long articles. Here's how to write self-contained answer units that coexist with your long-form depth.
Updated 2026-06-07 · 6 min read
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Citeability and share-of-model — getting quoted by AI, not just found
Search rewarded ranking; AI rewards being quoted. Here's how to make your content citeable — and why "share-of-model" is the metric that replaces the click.
Updated 2026-06-07 · 8 min read
Authority, Trust & Provenance
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Content provenance and C2PA — proving your content is genuine
As the web fills with synthetic content, provable origin becomes a moat. Here's what content provenance means, how C2PA Content Credentials work, and why AI engines will reward it.
Updated 2026-06-07 · 7 min read
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Building a verifiable author identity online
AI engines increasingly discount anonymous content. Here's how to make your authorship machine-readable, credible, and verifiable.
Updated 2026-06-07 · 7 min read
Accessibility & Performance
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Accessibility is now law — what the European Accessibility Act means for your site
Since 28 June 2025 the European Accessibility Act has made web accessibility a legal obligation, not best practice. Here's the scope, the standard, and why the same work pays off with AI engines too.
Updated 2026-06-07 · 7 min read
Agent Surface & Observability
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Agentic defensibility — the flip side of being AI-accessible
Opening your site to AI agents creates new attack surface. Here's how to stay accessible to the agents you want while controlling cost, abuse, injection, and data-protection risk.
Updated 2026-06-07 · 7 min read
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AI-representation observability — watching how assistants describe you
Most organisations have no idea what AI assistants tell people about them. Here's how to measure it, track it over time, and correct misrepresentation at the source.
Updated 2026-06-07 · 7 min read
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What is an MCP endpoint and does your site need one?
The Model Context Protocol lets AI agents use your site's functionality directly, not just read about it. Here's what that means for marketing managers.
Updated 2026-06-07 · 7 min read