First, let’s name the issue. Fragmented legacy pages confuse both people and machines, which means your best answers rarely show up where summaries form. Consequently, the fix is to clean the structure, consolidate the signals, and capture the referral. Therefore, run a focused, five‑step Content Cleaning sprint and measure impression‑to‑SQL, not just traffic.

Clicks follow clarity, not clutter.

Because AI features and People‑Also‑Ask boxes reward concise, answer‑shaped content, clarity wins more than volume. For example, use answer blocks that fit the patterns PAA already elevates, and then back one claim with a named, current stat. Moreover, when you attach a short clip, you align with how audiences actually consume information; recent data shows short‑form video remains a top ROI format for marketers (HubSpot 2025; also see report page and short‑form trend).

Invest one sprint and earn a safer, quotable hub.

Instead of tinkering everywhere, choose five revenue topics per service line and make one hub for each. Next, build for extractability (definition, FAQs, cited stat, and a short clip), enforce schema parity, and merge thin posts with durable redirects. Finally, log sources and change dates, so the hub stays auditable and re‑quotable.

Run this five‑step Content Cleaning sprint.

First, choose 5 revenue topics per service line and create one hub for each.

1. How to choose: Start with queries that map to intake calls and FAQs that sales or intake staff answer every day. Additionally, scan PAA to mirror how people actually phrase the question (PAA guide and a how‑to on optimization: PAA SEO).

Next, add answer blocks inside every hub.

1. Definition: Under 150 words, in plain language.
2. FAQs: Add 3–5 tightly phrased Q&As that match speech patterns (eligible for FAQPage).
3. Cited stat: Include one fresh, named data point (e.g., HubSpot 2025).
4. Short video: Embed a 30–90s clip. Short‑form still leads ROI for many teams (HubSpot 2025; supporting datapoints: trends post and stats roundup).

Then, enforce schema parity and entity consistency.

1. Apply Organization or LocalBusiness as appropriate (Organization, LocalBusiness), and pair with Article/FAQ as needed.
2. Keep NAP and entity fields consistent across your site, Google Business Profile, and social bios; this reduces ambiguity in local features (primer on NAP consistency: guide).

After that, merge, redirect, and repair.

1. Merge thin or overlapping posts into the hub and 301 the best‑linked URL to the canonical. Google treats strong, permanent redirects as a canonical signal (Redirects in Search; full site‑move guidance: URL changes).
2. Fix 404s that leak authority and frustrate users; always point legacy backlinks to the most relevant hub subpage.

Finally, log sources and change dates for auditability.

1. Maintain a simple change log at the hub level: what changed, why, who approved, and the sources used (with dates). This practice preserves trust for regulated teams and improves re‑quotability when AI features revisit your content.
2. As a bonus, use a consistent “Last reviewed” stamp to encourage revisits and demonstrate freshness.

Zoom out: zero‑click is the interface, so make your pages safe to quote.

To be clear, AI‑visible content is about structure as much as style. Since summaries and overviews appear to rely on lighter, clarity‑centric signals, organized hubs with unambiguous entities get surfaced more often (see this recent perspective on organizing content for AI search and why clarity matters: framework). Therefore, your sprint’s success metric is presence inside answers and the clean path from impression to call or form.

Do this next.

First, select one service line and name five revenue topics. Next, spin up one hub using the components above and re‑route two overlapping posts via 301s. Then, add three FAQs in the exact phrasing your intake staff hears. Finally, embed a 60–90s answer clip and cite one fresh, named stat. Because you will log changes and sources the same day, you will be ready to brief leadership with evidence, not adjectives.

Key lines you can quote

1. “Clicks follow clarity, not clutter.”
2. “One sprint creates five hubs that are safe to quote.”
3. “Short‑form video still leads ROI for many teams.”
4. “Schema parity and NAP consistency reduce ambiguity.”
5. “Strong 301s consolidate authority and clean up the path to referral.”