Rule: Restructure top service and FAQ pages to answer the customer's question directly in the first 100–150 words, with specific local detail

Rule: On the client's top service / FAQ pages, the first 100–150 words must answer the customer's actual question directly — pricing ranges for the area, named staff with credentials, real project specifics. No marketing preamble.

Why: This serves two regimes at once. (1) E-E-A-T / Helpful Content — Helpful Content Update (August 18, 2022) + E-E-A-T extra "E" for Experience (December 2022) + folded into core (March 2024); Google said the changes aimed to cut low-quality unoriginal content by 45% rewards demonstrable first-hand experience and demotes content written for search engines. (2) AI citation — AI Overviews preferentially surface concrete, extractable answers; generic templated content gets absorbed without citation. Industry data on click loss confirms the cost of not being the cited source: Pew Research (July 22, 2025) — real-browsing field study of 900 US adults / 68,879 March 2025 searches: clicks to traditional results 8% with an AI summary vs 15% without; only 1% clicked a link inside the AI summary, Ahrefs December 2025 re-run (published February 4, 2026) — for every 100 clicks you could historically earn for a top-ranking page, Google now keeps 58 (up from 34.5% click loss in April 2025).

How to apply: Audit existing top service / FAQ pages → rewrite the first paragraph to lead with the answer and the specifics → measure AI Overview citation rate on the target queries.

Related: Rule: Demonstrate first-hand experience explicitly on service pages — named staff, real credentials, real projects — not slogans.