Content structure for AI: the pages and hierarchy that get retrieved.

Why it matters for AI

Headings help readers locate answers, and links expose related pages for discovery. They do not establish how every AI system splits or ranks content. Google'sAI search guidancerecommends making important content available as text and discoverable through internal links.

The pages product-and-quote B2B usually needs

• Spec pages. One per product or family, with structured attributes (dimensions, materials, tolerances, certifications, MOQs, lead times).
• Comparison pages. "X vs Y" and "best supplier for [use case]," answering shortlist questions directly.
• FAQ pages or blocks. Real buyer questions with direct answers, and FAQ schema (see the structured-data guide).
• Capability and trust pages. Certifications, compliance, export experience, case studies, as retrievable proof.

Map a buyer journey before adding URLs

Consider a fictional buyer evaluating an aluminum enclosure supplier. The capability page explains the machining process and limits. A product-family page describes available designs, if the supplier sells defined products. A quality page provides scoped evidence. The RFQ page explains the information needed for engineering review. This is an illustrative architecture, not a claim about a real customer's results.

Each page should answer something the previous page could not answer completely. Link from the capability description to the relevant quality evidence, then to the quotation route. Use link labels that identify the destination, such as “inspection documentation,” rather than repeated “learn more” links without context.

Decide when to split or consolidate

Split a page when the new topic has a distinct buyer purpose, original details, and a clear internal-link path. Consolidate when two pages repeat the same capabilities and differ only by a city or industry name. A service location page needs real location-specific information; replacing a place name is not evidence of local capability.

When retiring a duplicate, identify the closest useful destination and redirect the old URL there. Update links and the sitemap after the change. Do not redirect unrelated discontinued information to the homepage merely to avoid an error response. Keep a useful explanation when buyers still need to understand a discontinued product.

Keep documents and HTML aligned

Use HTML for the qualification summary and offer the full specification as a download. Include units, revision identifiers, and the conditions needed to interpret the summary. PDFs are not inherently invisible to search; the practical issue is whether the buyer can find the answer and verify that the document is current.

After editing, follow the journey on a phone. Confirm that the summary, evidence, and RFQ route are accessible without guessing. Crawl the internal links to find missing destinations, and check that the sitemap lists the intended canonical URLs. These checks establish usability and discoverability, not guaranteed indexation.

Use the capability page checklist to gather facts for each page and the content actions guide to write bounded answers.

Hierarchy rules

• One <h1> per page that names the topic; <h2> and <h3> for sub-points in order.
• Don't bury answers in PDFs or images, keep them as real HTML text.
• Link related pages to each other so the topic cluster is obvious.