Markup that matches the page. A crawl policy that lets them read it.
Schema describing what is genuinely on your pages, an llms.txt file that says what the site covers and which pages matter, and a check that the crawlers you want are not being turned away at the door.
In short: Three pieces of plumbing. Schema that describes what is actually visible on each page, a published summary of the site at /llms.txt, and a crawl policy you chose on purpose. None of it is a ranking trick. All of it is the difference between being readable and being guessed at.
Schema is a description, not a claim
Structured data tells a machine what the things on your page are. This block is a price. This is an author. This is the question and that is its answer. Done properly it removes ambiguity from parsing, which matters when the thing doing the parsing has no eyes and one pass.
Done improperly it is a liability. Review markup for reviews you never collected, an FAQ block describing questions that appear nowhere on the page, a price in the code that contradicts the price in the design: search engines treat that as spam and issue manual actions for it, and assistants increasingly render the page and compare. The mismatch is the problem, not the markup. So the rule we work to is simple and it does constrain what we can deliver: if it is not on the page, it does not go in the code.
Types that fit what you publish
Organization and its identifiers, Service or Product where those genuinely exist, Article on editorial pages, FAQPage only where visible questions and answers sit on the page, LocalBusiness where there is a real address someone can visit.
One graph, not four plugins arguing
Most sites we look at emit the same entity three times with different names, because a theme, an SEO plugin and a page builder each decided to help. We consolidate to one consistent set of connected entities and remove the duplicates.
llms.txt as a map of the site
A short plain file at the root, in readable markdown, saying what the organization does and linking the pages that matter with a line of context each. It is a table of contents written for something that arrived without one.
Validated against the live page
Not against a preview or a builder’s own report. We fetch the published URL the way a crawler would, check what is really in the response, and confirm the rendered content and the markup say the same thing.
What llms.txt is, and what it is not
It is a proposed convention: a markdown file at your root that summarizes the site and points to the important pages, so a system that wants to understand you quickly does not have to reverse-engineer your navigation. Cheap to write. Easy to keep current. Genuinely useful to anyone, human or otherwise, trying to work out what you do.
It is not a submission channel, and no major assistant has publicly committed to reading it as a ranking input. Adoption is real but uneven. We install it because it costs little, describes you accurately, and is trivially reversible if the convention goes nowhere. Anyone framing it as the thing that gets you into ChatGPT is selling a file, not a result.
If the crawler is blocked, none of the rest matters
This is the check that most often turns up something. A robots.txt rule someone added in 2023 and forgot. A firewall or bot-protection rule dropping unfamiliar user agents. A CDN challenge page served to anything without a browser fingerprint. Perfect markup behind any of those is decoration.
The distinction that matters is between crawlers gathering training data and crawlers fetching pages live to answer a question someone is asking right now. Those are usually separate user agents with separate purposes, and they deserve separate decisions. Blocking the first is a defensible position that plenty of publishers hold. Blocking the second removes you from live citations while you are paying someone to earn them. We test what each agent actually receives from your server, show you the results, and let you set the policy.
What we won’t do
We won’t mark up anything that isn’t on the page
No star ratings without reviews behind them. No FAQPage for questions a visitor cannot see. No aggregate rating assembled from goodwill. This gets asked for often, usually because a competitor is doing it and their listing looks better. It is a manual action waiting to happen, and the recovery costs more than the stars were ever worth.
We won’t sell llms.txt as a proven ranking factor
It is a sensible convention with uncertain adoption, and that is how it will be described in the proposal. If your budget is tight, this is the line item we will tell you to cut first, ahead of fixing the crawl policy or the schema conflicts that are actively costing you.
We won’t quietly open your site to every AI crawler
Allowing everything is the easy default and it makes our numbers look better. It is also a decision about your content being used for training, and it is yours to make, not ours to slip into a config change. You get the list of agents, what each one does, and what blocking each costs. Then you choose.
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The businesses we’ve built for, in their own words.
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Find out what your markup is currently claiming
We fetch a handful of your pages as a crawler sees them, list the conflicts and the invented entities, and tell you which agents your server is turning away. Often the fix is deletion rather than addition.
Not on its own, and nobody should promise that it does. What it does is remove guesswork about what the things on your page are, which helps any system parsing you. Assistants increasingly fetch and read the rendered page as well, so schema that disagrees with the visible content works against you rather than for you.
What actually goes inside llms.txt?
A short markdown file at the site root: a line on what the organization does, then grouped links to the pages that matter with one sentence of context each. Services, key explainers, contact, pricing if it is published. It should be readable by a person in under a minute, and it needs updating whenever the site structure changes.
Do AI crawlers respect robots.txt?
The major named ones publish their user agents and generally honor the file, though it is a request rather than an enforcement mechanism. The more common failure we find is not robots.txt at all but a firewall or CDN rule blocking agents nobody added to an allow list. That is why we test what your server actually returns to each agent instead of reading the config.
Can we use FAQ schema if our questions are inside an accordion?
Yes, provided the questions and answers are present in the page HTML and a visitor can expand them. Content that only loads after a click, or that exists solely in the markup, does not qualify. If your accordion is script-rendered we check what a crawler receives before adding the schema.
