1
Crawl access and indexability
Strong evidenceAI answers can only use pages their crawlers can fetch. Google AI features draw on pages that are indexed and eligible to appear in Search.
What to doAllow Googlebot, Bingbot and the AI search crawlers (OAI-SearchBot, PerplexityBot, Claude-SearchBot) in robots.txt, and check that your firewall or CDN is not challenging them. Keep key pages free of noindex. Blocking Google-Extended only controls Gemini AI use and does not affect Google Search rankings.
2
A clear, consistent firm entity
Strong evidenceAI tools cross-check your firm name, offices, phone number and disciplines across your site and the wider web. Conflicts lower their confidence.
What to doUse the same firm name, address and phone format everywhere: website footer, Google Business Profile, LinkedIn, BBB and industry directories. State the disciplines you offer and the states you work in, in plain words.
3
Deep service and discipline pages
Strong evidenceAI answers quote pages that answer the exact question being asked, such as who designs substations in Texas.
What to doBuild a page for each core service or discipline, for example structural engineering, MEP design, design-build, construction management or permit drawings. Cover scope, process, typical timelines, codes and standards, project types and how to start.
4
Real projects and case studies
Strong evidenceNamed projects with a location, size, scope and result are the proof AI tools quote when they recommend a firm.
What to doPublish a page for each notable project: client type, location, square footage or capacity, your role, the challenge, the outcome and photos. Link projects to the matching service pages.
5
Licenses, credentials and named experts
Strong evidenceOwners, developers and procurement teams hire firms they can verify. AI tools look for the same signals.
What to doShow license numbers and the states you are licensed in, insurance and bonding, and credentials such as PE, AIA, NCARB, LEED AP or OSHA. Add bios with real names and photos of principals and key staff.
6
Google Business Profile and reviews
Strong evidenceGoogle Maps and local AI answers lean on your profile and on reviews that mention the work you did.
What to doChoose the right primary category (for example Engineer, Architect or General contractor), list every service, add office photos and project photos, and ask clients for reviews that mention the project type and city. Reply to every review.
7
Location and market pages
Moderate evidenceMany searches name a city or state. Pages that show real local work match them better than thin copies.
What to doOnly for offices and markets you truly serve, write a page with local projects, licenses held in that state, local codes or permitting notes and a local contact. Never publish copy-paste doorway pages.
8
Question-led content with direct answers
Moderate evidenceAI assistants favour pages that answer a question in the first sentence and then add detail.
What to doAdd FAQs and guides such as how long a commercial permit takes, when a project needs stamped drawings, and what drives design or construction cost. Lead with a direct answer of 40 to 60 words.
9
Mentions on trusted third-party sites
Strong evidenceAssistants that browse the web pull from directories, associations, trade press and partner sites, not only from your own site.
What to doKeep your LinkedIn company page, BBB, Houzz, Clutch and association listings (AIA chapter, ACEC, AGC, ABC) complete and consistent. Earn mentions in trade press, project announcements and partner sites.
10
Structured data
Moderate evidenceSchema gives machines your firm facts in a clean, unambiguous format.
What to doAdd Organization plus ProfessionalService or GeneralContractor schema with address, phone, areaServed, logo, founder and sameAs links. Use FAQPage only for questions that are visible on the page. Do not mark up your own reviews of your own firm.
11
Text visible without JavaScript, fast and mobile friendly
Moderate evidenceMany AI crawlers read raw HTML and do not run scripts.
What to doKeep key content, your phone number and your service list in the HTML rather than in scripts, sliders or images. Compress project photos and keep pages fast on mobile.
12
Fresh, real proof
Moderate evidenceOut-of-date pages and generic stock content lower trust.
What to doShow updated dates, recent projects, real site photos and short project notes. Remove old team members, expired certifications and stale news.
13
llms.txt file
Emerging evidenceNo major AI provider has confirmed that it uses llms.txt to decide who to recommend.
What to doPublishing a short, accurate llms.txt is cheap and may help some tools, but treat it as a small bonus after the factors above.
