Week 3: Clarify, say it so a model can repeat it

An AI can only recommend you for what it understands you to be. "Quality you can trust" tells a model nothing. "Family dental clinic in Saanich offering same-week emergency appointments" is something it can repeat.

Start with Business DNA

Before positioning, write down the canonical facts that everything else builds on. Siamak calls this the business's DNA:

• The official name, exactly as it should appear everywhere
• What it does, in one plain sentence
• Who it serves
• Where: city, neighbourhoods, service area
• What makes it different, in terms you can prove (not "best quality")
• Proof: years open, licences, certifications, notable clients

When these facts are consistent across your site and listings, a model can confidently connect them to your name.

One positioning sentence

Fill in this formula, then cut it to 25 words or fewer:

[Business] is a [category] in [place] that helps [customer] [result], unlike [alternative], because [proof].

The category and the place matter most. They are how customers phrase their questions, so they are how an AI matches you to them.

Put it on the front page

• One main heading (H1) that states the role, not a slogan. "Emergency plumbing in Victoria, 24/7" beats "Your trusted partner".
• A page title under 60 characters: service, place, name.
• A meta description of 120 to 160 characters that includes a reason to choose you.
• A share title (what shows when the link is shared) that agrees with the page title.

Test it

Paste your positioning sentence into ChatGPT and ask: "In one sentence, what does this business do and who is it for?" If the answer does not match what you meant, the sentence is not clear yet. Revise and test again. Ask the AI tutor on this page to critique your draft.