Contents

Plain language overview

Think of the web as a huge library. Google does not walk the shelves each time you search. It collects pages with different crawlers, files them into indexes, then answers your query by scanning those indexes. AI systems help interpret meaning, weigh quality, and select short answers when safe.

What Google does behind the scenes

Crawlers in multiple passes

• Light checks confirm live pages, blocks, and changes
• Primary crawlers fetch HTML and follow links
• Special crawlers focus on images, video, ads, and products
• A rendering service runs JavaScript when needed which is resource heavy
• Semantic passes extract entities, relationships, and context

Indexing

• Pages stored in main and specialised indexes for things like images and shopping
• Content broken into entities and fact like statements

Ranking

• Fast retrieval with keywords and entities narrows the set
• Scoring adds authority, content quality, and freshness
• AI reranking improves intent matching and passage selection
• Localisation and personal history may adjust the order

Entities and triples explained

An entity is a real world thing such as a business, service, place, product, or person. A triple is a simple fact written as subject, predicate, object.

Triple types that search and AI use

Write for AI and human readers together

Answer one question at a time. Place a short answer first. Add detail after the answer. Finish with a clear next step.

Structured data that helps AI and search

Schema markup gives explicit entities and triples. Keep it in sync with the words on the page.

Copy schema

Trust and E E A T signals

• Add bylines and team bios with credentials
• Show phone, address, ABN, and office hours
• Add last reviewed dates and who reviewed guides
• Use clear disclaimers for sensitive advice
• Collect and reply to reviews with care
• Cite sources for claims that are not obvious

Local signals

• Set up Google Business Profile with correct categories, services, booking link, and photos
• Keep NAP details consistent across major directories, Apple Maps, and Bing Places
• Create location pages that show service coverage, parking notes, and typical response times
• Ask customers to mention the service and suburb in reviews when honest and natural

Performance and rendering

• Pass Core Web Vitals with focus on LCP, CLS, and INP
• Keep important content server rendered where possible
• Avoid large script bundles that slow first interaction
• Use clean sitemaps with correct lastmod dates
• Make pages accessible with descriptive links and proper alt text

Measure and improve

In Search Console

• Check Index Coverage and Crawl Stats to see how Googlebot treats your site
• Track impressions and clicks for top questions and People Also Ask queries
• Watch performance by page section to see which answers are surfaced

In Analytics

• Measure scroll depth and time on section
• Track clicks on calculators, guides, and contact buttons
• Compare engagement on pages that use canonical answers against pages that do not

Quick checklist

• Write the first two sentences to answer the main question
• Add two or three fact like triples in plain language
• Use headings that start with the entity or service
• Add schema that mirrors on page facts
• Link to tools and calculators inside the body
• Update reviews, team bios, and contact details
• Test Core Web Vitals and trim heavy scripts
• Monitor questions and answers in Search Console and update copy first

Short glossary

Examples you can reuse

Replace the words in bold with your details. Each set shows more than one way to state the same facts.

Electrical services

Dental care

Cafes and food

Ecommerce

Service bundle panel

Need help applying this to your site

Send your homepage or a key service page. I will mark up the first section with triples, schema, and a short answer so you can see the pattern on your own site.

Book a quick chat