A senior living site had twelve near-duplicate pages. Nothing ranked. After we merged and marked up, AI started quoting them. Lose overlap, keep citations.
Why clarity beats volume.
First, AI now summarizes before users click, which means muddled services get skipped. State exactly what you do, where you do it, and why you are credible, or rivals earn your mention. Recent data shows AI Overview citations deliver visibility but fewer clicks than blue links, so unclear pages lose both traffic and authority.
Design for skimmers and models.
Next, give each service one page, each location one page, and each top question one page. Then, open with a 50-word, plain-English answer and a clear next step. Otherwise, the model grabs a tighter answer from someone else. Fresh guidance also shows FAQ-style structure and schema tie directly to how conversational queries get selected, so sloppy markup risks exclusion.
Ship the Clean Signal Stack.
- Layer 1 – Canonical Truths, merge duplicates and keep one source of truth per offer, or you cannibalize your own citations.
- Layer 2, Structured Clarity add precise Service, LocalBusiness, Organization, Review, and FAQ schema with correct fields, because quality influences inclusion.
- Layer 3, Guided Snippets, craft quotable answers plus a “what to do next” line. Otherwise, you train the model to quote your competitors.
Cross-industry quick wins.
- Law, combine “Estate Planning” and “Wills and Trusts” if they repeat, then add jurisdiction FAQs with schema, or you forfeit topical authority.
- Real estate, use LocalBusiness plus Offer details, and add a “tour this week” block to avoid losing local intent.
- Finance, publish fee tables and conflicts with schema so YMYL scrutiny does not nudge citations somewhere safer.
- Senior living, standardize amenities and keep NAP-clean location pages to prevent local blends that skip you.
- Healthcare, post eligibility, risks, and clinician credentials in structured fields, or AI downgrades ambiguous care pages.
Track what winners track.
However, do not chase clicks alone. Track AI citations, branded impressions, and assisted conversions, then tighten the lines models keep quoting. Teams monitoring inclusion against priority prompts outperform guessers, and they avoid wasting weeks on vanity metrics.
Follow the market shift.
Meanwhile, Gemini is moving into Chrome and Search Live voice is rolling out, so more answers happen in-browser and out loud. If your snippet is vague, you lose the mention before the session even starts. Prepare pages to be read, summarized, and spoken correctly.
One tiny test for tomorrow.
First, A/B your first 50 words. Version A, story fluff. Version B, define the service, name the audience, add a price or range if allowed, and state the next action. After two weeks, keep the version with more AI citations and assisted conversions. Otherwise, you keep paying the invisibility tax.
One-sprint implementation.
This week, audit one service cluster, merge overlap, fix schema quality, and add three real FAQs. Then, spot-check your terms in AI Overviews and mirror the phrasing that gets quoted. We have helped teams ship this in days, not months. We have seen how this plays out when it is done right. Want to see how this works on your site?
