The Contradiction at the Heart of SEO

I think the main problem with SEO is that everyone is right and wrong at the same time. Just roll with me for a sec.

If you've been dabbling in SEO for a few weeks or over a decade, you’ve probably noticed something weird: for every 'rule' or strategy, there’s always someone online saying the opposite. SEO is full of contradiction. It’s like an ongoing oxymoron factory.

• “Backlinks always work”... except when they don’t.
• “Google penalizes AI content”... but not always. (They give out one of the best LLMs for free, but you’re not supposed to use it on your own site? Sure, makes sense.)
• “Wix websites are bad for SEO”... except the ones ranking #1.

Why Both Sides Are Telling the Truth (Kind Of)

It's not that one person is right and another is wrong. It's that someone found a strategy, like PBNs, and it worked for them. Then someone else gives it a go and nothing happens.

Why? Because the variables are endless.

Person A might be in a niche outside YMYL, in an area that’s easy to rank for. Person B might try the same approach in a saturated niche, selling health supplements, already dominated by major players. Naturally, it flops.

Google Isn’t Always Honest Either

To make it worse, Google doesn’t exactly tell the full truth. What they say you should do to rank isn’t always what actually works, a fact made obvious by the 2024 leaks. So while they publish guides and courses, I wouldn’t call them hard rules. They're more like loose suggestions. Soft recommendations at best (if that).

Staying Relevant in the Mess

So how the hell do you stay relevant as a business now?

I've boiled it down to a few things that have actually worked for me, strategies that are keeping me cited in Google AI Overviews, GPT search, and Perplexity.

1. Be Open-Minded, Just Bring a Sack of Salt

You’re going to see people sharing “game-changing” strategies that 10x’ed their traffic. First instinct is to dismiss it. That’s fair. Most are too good to be true.

But be open enough to dig deeper. That mindset alone helped me discover strategies still pulling in traffic today. Like building basic HTML web apps: ring size calculators, tax quizzes, stuff I initially thought was ridiculous. But if you hit the right use case, it’s free traffic for life.

That said, take every SEO tip with a massive grain of salt. Even this one. Test what you can. Trust your own data.

2. The Fundamentals Still Work

People ask me if we teach "GEO" or "LLMSEO" in the community. My answer? We teach the fundamentals, and then show you what’s working right now. The reply I sometimes get: “Oh... I’m not really into SEO, I just want to do GEO.”

That’s like saying, “I want to learn butterfly stroke but not how to swim.”

You need solid fundamentals to get traffic from AI search. These engines pull their sources from page one. Not page five. Not even page two. Remember the old joke?

"Where do you hide a dead body? Page two of Google."

Basic SEO Fundamentals That Still Matter

On-site SEO:

• Clear website structure
• Solid internal linking
• Minimal errors
• Well-placed, focused keywords
• Fast loading times

Off-site SEO:

• Active social media profiles
• Backlinks and local citations
• Google Search Console + Bing Webmaster Tools

Content:

• Meet search intent (focus on transactional + informational)
• Every service/product should have its own page.

Please, for the love of any deity you respect (or fear), do not cram all your services into one page. You’re setting yourself up to rank for nothing.

3. What’s Working in AI Search Right Now?

First: Believe Me... or Don’t

This next bit comes from real testing, not theory. We’ve shared it with over 500 agency owners and businesses in our AI Ranking community, that helps, supports and teaches how to rank in the ai search enginges. It works... for those who actually do the work.

a. Strong SEO Fundamentals

Already covered that one above.

b. SEO Alone Isn’t Enough Anymore

To quote the legend Neil Patel: SEO is turning into Search Everywhere Optimisation.

You can’t just optimise for Google. You need to be the trusted entity across Instagram, TikTok, YouTube, Pinterest. Not just because they’re indexing posts now, but because authority is built on presence.

We had one guy in the community with a serious YouTube presence, 120k subs, in a brutally competitive niche (calisthenics). We helped him build a 200+ page site fast using AI and smart structure. Within 3 months? Traffic exploded. Why?

Because Google already knew him. His online reputation transferred to his website.

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I’m not saying this is easy, but I’m saying it matters.

c. Tactics That Might Help in AI Search

• Add an llm.txt file to your site’s root folder. Is it proven? Not yet. But if it might help, and it takes one click in Yoast... why not?
• Get on Bing Webmaster Tools. GPT Search is powered by Bing. Submit your sitemap and stay in the game.
• Use proper Schema (Structured Data). Speak the language LLMs understand. Don’t rely 100% on plugins, test your pages manually using Google’s schema tester.

I have a few more strateiges in the youtube video below you can take a look at.

d. Write for Citations, Not Just Rankings

You don’t just want to be the top blue link. You want to be the source AI pulls from.

How to Write for Citations:

1. Answer the question right under the heading.
2. Use bullet points.
3. Offer a unique angle backed by experience or data.
4. Create a YouTube video on the same topic (LLMs love multimedia).

e. Change How You Think About Data

Clicks are down. That’s reality. But don’t panic.

Focus on appearances and conversion rate instead. Those two metrics will tell you whether your brand is becoming a trusted source.

As for tracking AI search traffic, it’s still messy. Most tools (even new ones like Ahrefs' AI reports) kinda suck. For now, filter platform-specific traffic in Google Analytics to see where it’s coming from and what it’s doing.

Final Thoughts

There are tons of little tweaks that can give you an extra 2–5% edge, and we share those inside AI Ranking.

But here’s the real TL;DR:

• Master the basics.
• Stay curious.
• Be everywhere.
• And always test things for yourself.

SEO’s a weird game. But if you play it right, it still works.

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Your website isn’t just a digital business card. It’s your SEO engine. And if you build it with the wrong structure? Good luck getting anywhere.

The truth is, most small business sites fail not because they lack backlinks or content. They fail because no one planned the site structure. No roadmap. No scalable strategy. Just a homepage, a few vague service pages, and a contact form. Sound familiar?

Let’s change that.

In this guide, we’ll break down how to build an SEO-friendly website structure that actually ranks, scales, and converts. Plus, you’ll see how one AI Ranking member used this strategy to generate over 1,100 location pages and 99+ organic leads, per month. All without paid ads.

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Why Website Structure Matters for SEO

Website structure impacts everything from crawlability to conversions. It determines how easily search engines can crawl and index your content, how logically your pages are grouped, and how well your site flows for both users and bots. A poor structure confuses search engines and frustrates users, while a great one increases visibility, rankings, and engagement.

• Google ranks pages, not websites, and those pages need to clearly answer search intent.
• A well-structured website improves crawl efficiency and internal link flow.
• Good structure enhances user experience and helps reduce bounce rates.
• It allows you to scale content easily and build topical authority.

How to Plan Website Structure for Better SEO

Start by thinking of your website like a tree, one trunk, multiple branches.

• The trunk is your homepage.
• Main branches are your core categories (Services, Locations, Blog).
• Sub-branches are individual service or location pages.
• Every page should have a clear purpose and intent.
• Use tools or a sitemap generator to sketch this out in advance.
• Create scalable URL paths that reflect this structure.

Does Website Structure Affect SEO?

Yes. The structure of your website plays a foundational role in how search engines understand, prioritize, and rank your content. A smart structure not only boosts your indexation and keyword visibility, but also sets the stage for strong internal linking and better user experience.

• Poor structure creates competition between your own pages.
• Crawlers struggle to find or prioritize your important content.
• Clean structure allows better internal linking and content flow.
• Helps distribute page authority more strategically.

The Two Proven Approaches for Local Business Websites

There are two reliable ways to structure local business websites, and your choice depends on your business model.

1. The Hyper-Localized Approach

Create a structure where each location has its own page with dedicated services underneath.

• Location hub ("Areas We Serve")
• Subpages for each location
• Individual pages for each service within that location

2. The Services-First Approach

Start with your services, then add location content as needed.

• Core services page with dedicated subpages
• Optional location content linked from each service page

Key rule: Create one page per service per location.

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If you want a birds eye view of an example of both types of structures you can take a look at this preview of a hyper-localised and hyper efficient approach to website structure.

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SEO Friendly URL Structure for a Website

Keep URLs clear, consistent, and keyword-rich. A well-planned URL structure makes it easier for search engines to understand your site architecture, match pages with specific search queries, and surface the right content to the right audience. It also improves click-through rates by making links more readable and relevant.

• Use short, descriptive slugs.
• Include both the service and location when needed.
• Avoid parameters or meaningless numbers.

Examples:

• Bad: /services
• Better: /services/pool-construction
• Best: /long-island/pool-construction

Pick a format and stick to it sitewide:

/location/service-name
/service-name/location

What Is SEO Hierarchy Structure?

SEO hierarchy is how your pages are logically grouped, prioritized, and interlinked to show both users and search engines what matters most. It creates a blueprint for relevance, flow, and discoverability across your site.

• Homepage is at the top.
• Then come category pages like Services or Locations.
• Under those are specific service/location pages.
• Reinforce this structure with internal linking.

Example hierarchy:

• Homepage
  • Services
    • Pool Construction
    • Spa Renovation
  • Locations
    • Long Island
      • Pool Construction in Long Island
      • Spa Maintenance in Long Island

Real Example: 1,100+ Local Pages and 99+ Leads per Month

Steven B. Marks used this strategy to generate over 1,100 service-location pages. Because he had the correct structure from the beginning, with clear, scalable URL paths and dedicated pages for every service in every city, he avoided issues like content overlap, cannibalization, or crawl confusion. This allowed him to scale quickly and effectively without triggering penalties from Google or needing to rework the foundation later on.

• Used AI to build and index city-specific service pages.
• Followed a repeatable, structured layout across the site.
• Booked 99+ appointments in January alone without running ads.

Learn from his method: How to Generate Location Pages at Scale with AI

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Tools That Make This Easy

You don’t need to do it manually. Here are tools to help.

1. ChatGPT + Mermaid

Use ChatGPT to create visual sitemaps with Mermaid diagrams.

• Paste a prompt describing your business type, services, and areas served.
• Insert the Mermaid code into app.diagram.net > Insert > Advanced > Mermaid.

2. AI Ranking Location Page Generator

Use AI prompts to generate hundreds of local pages quickly.

• Follow this process: Generate Location Pages at Scale

3. Free SEO Keyword Tool

Need keyword ideas for each service-location combo?

• Use the Free SEO Keyword Research Tool

Final Checklist Before You Build

Before launching or restructuring, review this:

In Summary: Build Smart, Scale Fast

Your website structure is the foundation of your SEO strategy.

• Start with a scalable, logical plan.
• Use tools and prompts to speed up the process.
• Focus on building authority around services and locations.

If you're looking for ongoing support and a community of like-minded small business owners who are trying to rank their websites number one in AI overviews, GPTsearch, and perplexity, you should consider joining our community AI Ranking. We help, support, and teach you the easiest way to rank your website in this day and age of AI overviews.

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How to Connect Claude to SEO Data: Your Complete Guide to AI-Powered SEO Analysis

Let me tell you something that's about to change how you approach SEO forever.

You know that familiar mix of excitement and frustration when you're trying to analyze your website's performance? One minute you're diving into Google Search Console, the next you're wrestling with keyword research tools, then bouncing between backlink analyzers and rank trackers. It's exhausting, expensive, and honestly... there's got to be a better way.

Well, the truth is, there finally is.

Claude, yes, that AI assistant you've probably been chatting with, can now connect directly to DataForSEO's massive database through something called the Model Context Protocol (MCP).

What does this mean for you?

It means you can now ask Claude questions like "What are my top ranking keywords?" or "Show me my competitor's backlink strategy" and get real, actionable SEO data in seconds.

No more jumping between fifteen different tools. No more trying to piece together insights from scattered data sources. Just you, Claude, and every piece of SEO data you could ever need, all wrapped up in a conversation that actually makes sense.

What Exactly is DataForSEO MCP and Why Should You Care?

The Model Context Protocol is basically the bridge that connects Claude to external data sources, think of it as giving Claude superpowers to access real-time SEO information. DataForSEO, for those who haven't heard of them, is one of the most comprehensive SEO data providers on the planet. They're the folks behind the APIs that power many of the SEO tools you're already using.

But here's the thing that gets me excited: instead of learning yet another complicated SEO platform interface, you can now just... talk to your data. Want to know how your website's performing for local searches? Ask Claude. Curious about what keywords your competitors are ranking for? Claude's got you covered. Need a quick backlink analysis? You know the drill.

The beauty of this setup is that it democratizes SEO analysis. You don't need to be a data scientist or spend hours learning complex software interfaces. You just need to know how to ask good questions, and let's be honest, if you're running a small business, you probably already know what questions you want answered.

Setting Up Claude for SEO: The Step-by-Step Guide

Alright, let's get into the nitty-gritty. Setting up this connection is surprisingly straightforward, but I'll walk you through each step so you don't get stuck anywhere.

Step 1: Get Your DataForSEO API Credentials

First things first, you'll need a DataForSEO account. Head over to their website and sign up. They offer pay-as-you-go pricing, which is perfect for small businesses because you're only paying for the data you actually use. No monthly subscriptions for features you'll never touch.

Once you're signed up, grab your API login and password from your dashboard. Keep these handy, you'll need them in a minute.

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Step 2: Install the Prerequisites

You'll need Node.js installed on your computer. Don't worry, it's not as technical as it sounds. Just go to nodejs.org, download the installer for your operating system, and run it. This gives Claude the ability to connect to external services.

To check if you have Node installed, open your command line (Terminal on Mac, Command Prompt on Windows) and type:

node --version


If you see a version number, you're good to go.

Step 3: Connect Claude Desktop to DataForSEO

Here's where the magic happens. You need to configure Claude Desktop to recognize the DataForSEO MCP server. Open Claude Desktop, go to Settings, then click on "Developer" and select "Edit Config."

In the configuration file, paste this setup:

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{
  "mcpServers": {
    "dataforseo": {
      "command": "npx",
      "args": [
        "-y",
        "@dataforseo/mcp-server-typescript"
      ],
      "env": {
        "DATAFORSEO_USERNAME": "your_username_here",
        "DATAFORSEO_PASSWORD": "your_password_here"
      }
    }
  }
}

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Replace "your_username_here" and "your_password_here" with your actual DataForSEO credentials. Save the file and restart Claude Desktop.

Step 4: Test the Connection

Once Claude restarts, you should see a small icon in the bottom left of your chat input box. This indicates that MCP servers are connected and ready to go. Try asking Claude something like:

"Can you check what keywords my website ranks for?"

If everything's set up correctly, Claude will use the DataForSEO connection to fetch real data about your site's performance.

Practical SEO Tasks You Can Now Handle with Claude

Now that you're connected, let's talk about what you can actually do with this setup. The truth is, the possibilities are pretty much endless, but here are some of the most useful tasks for small business owners:

Keyword Research Made Conversational

Instead of staring at spreadsheets full of keyword data, you can now have actual conversations about your keyword strategy. Ask Claude things like:

• "What are some high-volume, low-competition keywords related to my business?"
• "How does my keyword performance compare to last month?"
• "Show me long-tail keywords that I should be targeting"

Claude will pull real search volume data, competition metrics, and trend information, then present it in a way that actually makes sense for your business goals.

Competitor Analysis Without the Headache

Competitor research used to mean bouncing between multiple tools and trying to piece together a coherent picture. Now you can simply ask:

• "What keywords is [competitor domain] ranking for that I'm not?"
• "Show me the backlink profile of my main competitor"
• "Which of my competitors has the strongest local SEO presence?"

Claude will gather the data and present insights that you can actually act on, not just overwhelming spreadsheets of information.

Site Health and Technical SEO Monitoring

For small business owners, technical SEO can feel like speaking a foreign language. But now you can ask Claude to explain complex issues in plain English:

• "What technical SEO issues should I prioritize on my website?"
• "How is my site performing in terms of page speed and user experience?"
• "Are there any crawling or indexing issues I should know about?"

The best part? Claude doesn't just identify problems, it explains what they mean for your business and suggests practical solutions.

Local SEO Intelligence

If you're running a local business, this integration is particularly powerful for local SEO tasks:

• "How am I ranking for local keywords in my area?"
• "What local directories should I be listed in?"
• "Show me local competitors who are outranking me and why"

The Economics of AI-Powered SEO

Let me break down why this matters from a cost perspective, because I know that's probably on your mind.

Traditional SEO setups often require multiple tool subscriptions. You might be paying for Ahrefs ($99/month), SEMrush ($119/month), Screaming Frog ($185/year), and maybe a local SEO tool on top of that. Before you know it, you're spending $300+ per month just on SEO tools.

With the Claude + DataForSEO setup, you're looking at:

• Claude subscription (if you don't already have one)
• DataForSEO API usage (pay-as-you-go, typically $20-50/ ever 3 month for small businesses)

That's it. One interface, one conversation, access to the same data that powers those expensive enterprise tools.

Don't get me wrong, dedicated SEO platforms have their place, especially for large agencies managing hundreds of clients. But for small business owners who just want to understand and improve their SEO performance? This approach is both more affordable and more intuitive.

Advanced Capabilities That'll Blow Your Mind

Once you get comfortable with basic queries, you can start exploring some of the more advanced capabilities that make this integration truly powerful.

Automated Reporting and Analysis

You can ask Claude to generate comprehensive SEO reports by combining data from multiple sources:

"Create a monthly SEO performance report for my website, including keyword rankings, backlink growth, and competitor comparison."

Claude will pull all the relevant data, analyze trends, and present everything in a format that's actually useful for making business decisions.

Predictive SEO Insights

By analyzing historical data patterns, Claude can help you identify opportunities and potential issues before they become problems:

"Based on my current keyword trends, what should I focus on for the next quarter?"

Content Strategy Development

Perhaps most importantly for small business owners, you can use this setup to inform your content strategy:

"What topics should I be writing about based on keyword opportunities in my industry?"

Claude can analyze search trends, competition levels, and your current content gaps to suggest specific topics that could drive traffic to your site.

Integration with Your Existing SEO Workflow

The beauty of this approach is that it doesn't replace your existing tools, it makes them more powerful. You can still use Google Search Console, Google Analytics, and other free tools for day-to-day monitoring. But when you need deeper insights or want to understand the bigger picture, Claude becomes your research assistant.

Think of it as having a conversation with an SEO expert who has access to enterprise-level data. You can explore ideas, test hypotheses, and get explanations that help you understand not just what's happening, but why it's happening and what you should do about it.

This integration also works beautifully alongside the strategies for turning Claude into your personal SEO assistant that we've discussed before. Now, instead of just getting general SEO advice, you're getting advice based on real data about your specific situation.

Troubleshooting Common Setup Issues

Even with straightforward instructions, sometimes things don't work perfectly on the first try. Here are the most common issues and their solutions:

Connection Failed: If Claude can't connect to DataForSEO, double-check your API credentials and make sure you've saved the configuration file properly. Also verify that your DataForSEO account has sufficient credits.

Slow Responses: If queries are taking a long time, it might be due to API rate limits. DataForSEO has built-in rate limiting to ensure fair usage. Just wait a moment and try again.

Missing Data: If Claude says it can't find information about your website, make sure you're using the correct domain format (usually without "www" or "https://").

The Future of SEO is Conversational

What we're seeing here is just the beginning of a fundamental shift in how we interact with data. The days of logging into multiple dashboards, exporting CSV files, and manually creating reports are numbered.

The truth is, most small business owners don't need to become SEO experts, they just need to understand their performance and know what actions to take. This conversational approach to SEO data makes that possible in a way that traditional tools never could.

Instead of spending hours learning how to navigate complex interfaces, you can spend that time actually improving your website and growing your business. Instead of paying for multiple tool subscriptions, you can access the same underlying data through a single, intuitive interface.

Ready to Transform Your SEO Workflow?

Setting up Claude with DataForSEO access literally takes about 10 minutes, but it can save you hours every week and potentially hundreds of dollars every month in tool subscriptions. More importantly, it gives you the insights you need to make informed decisions about your SEO strategy without requiring a PhD in digital marketing.

The integration we've walked through today represents a major leap forward in making professional-grade SEO analysis accessible to everyone. You no longer need to choose between expensive enterprise tools and flying blind, there's finally a middle ground that gives you the data you need in a format you can actually use.

If you're ready to try this out, go ahead and set up the connection using the steps above. And if you prefer video instructions or want to see this integration in action, I've put together a detailed tutorial that walks through the entire process step-by-step.