The SmartyrSEO Framework

The SEO Framework for Search Engines, AI Agents & Real Customers

The SmartyrSEO Framework is the natural progression of the proven SEO strategies we’ve used to drive conversions for our clients, to include optimisation for AI Agents, zero-click search, and the changing way people find and trust brands online. It’s about making your brand visible, credible and retrievable across search and AI.

The SmartyrSEO Framework is made up of 4 key areas:

1. Brand Authority

The purpose of Brand Authority 

To be seen as a business that people, search engines and AI can trust. Show who you are and that you are real.

SmartyrSEO Strategies for Brand Authority

The strategies we use to build your brand authority are:

  • Google Business Profile & Bing Places optimisation
  • Online citations (consistent listings on online directories)
  • Promote client reviews (SmartyrReviews)
  • Develop a social presence (Supercharge with SmartyrSocial)
  • Offers and deals to stand out

2. Topical Authority

The purpose of Topical Authority

To position you and your website as an authority on your products and services. Show your expertise and experience and that your content can be trusted.

SmartyrSEO Strategies for Topical Authority

  • Key team member bios (show experience and expertise)
  • Real “About Us” pages (with history and motivations etc)
  • Video explainers, how-tos, and expert commentary
  • Ghost-authored expert content
  • Latest projects (SmartyrProjects)

3. Fractal SEO

The purpose of Fractal SEO

Help search bots and AI find and understand the website content. Fractal SEO structures your content into topic clusters, with fan-out information pages to answer user questions.

SmartyrSEO Strategies we use In Fractal SEO

  • Main service pillars/topic clusters
  • Service pages linked to informational “fan-out” pages
  • Localised service pages for service areas
  • FAQ sections 
  • Internal linking and schema for entity relationships

4. Performance & Accessibility

The importance of website performance and accessibility

Ensure search bots and AI agents can access and interpret your website efficiently. Is the website fast, healthy and machine-readable?

SmartyrSEO Strategies we use for website performance and accessibility

  • Site speed (Core Web Vitals)
  • Structured HTML and schema

SmartyrSEO: The collaborative approach to SEO

Probity Web Marketing has prided itself over the years on taking the stress from our clients when it comes to their business digital marketing. They know they can leave it to us, and we will do whatever it takes to grow their sales. In fact, part of our mission statement is to act “as their effective marketing department”.

However, with the changes we are seeing and the growing importance around expertise and uniqueness, we have to move on from content written 100% by a content creator to ghost-authored expert content. Whilst our goal is to continue being your “effective marketing department” and ensure your digital marketing is as painless as possible for you, we need to become more collaborative.

 
 
 
 
 
 
 
 

The Future of SEO: Adapting to the Age of AI

View Transcript ▼

0:00
Let's talk about the impact that AI is having on SEO and what Probity Web Marketing is doing to take advantage of that and to make sure that our sites are being found when someone goes on ChatGPT or Gemini or Perplexity or any other AI model and asks a question to find a service they're looking for.

0:20
We believe the structure we already use on our websites is perfect for AI. When you ask a question, AI not only searches for the main answer but also “fans out” to related questions people are likely to ask.

0:34
For example, if someone searches for “hot water repairs”, AI may also look for:
- How long should a hot water system last?
- How do I know if my hot water system needs repairing?
- Is it worth repairing or replacing a system?

1:00
So when AI crawls the web for answers, it collects the main query plus the related questions and builds a complete answer. Our website structure already supports this: every service page has related info pages automatically linked.

1:34
We’ve updated Smartyr DXP so when we create a service page, we can attach the relevant info pages. We're refining the structure so the site is AI-ready by design.

1:48
The next focus is branding. We want to help clients build a stronger online brand. That starts with improving their About Us and Team pages — not just generic text, but real stories: why they started, what motivates them, their history, achievements, associations, awards, etc.

2:39
We’re also pushing online citations: Google Business Profiles, Facebook, directories — anywhere their business name and details can appear consistently.

2:54
Then comes authority (E-E-A-T: Expertise, Experience, Authority, Trust). That includes building out team pages and making sure content is based on real client knowledge — we interview them, extract their expertise, then we write it.

3:31
Finally, we're rolling out what we call Fractal SEO — many small topic clusters. Each month we pick a key service page, choose three related questions AI would “fan out” to, interview the client, and create:
- 1 main service page
- 3 related info pages
- A video
- A transcription

4:18
This strengthens topical authority because the content comes from the business owner, not just a marketing agency. Early results are very strong — AI and Google can clearly see the information comes from a real expert.

4:31
That's how Probity Web Marketing is preparing for the impact of AI and turning it into an advantage for our clients.

So what do we need from you?

To help us build your brand and topical authority, we need the following from you:

Upfront
  • In-depth “About Us” covering why you started the business, the history and key moments, your values and mission, and what makes you truly different from your competitors.
  • Key team member bios, including licences, accreditations, online citations and maybe a personal viewpoint.
Ongoing
  • Monthly expert videos (explainer, how-to, commentary) on a targeted topic (service) and related questions (info pages). We will identify the topic and guide you on this. These can either be created as an interview style with us, or as a direct to camera style on your own time.
  • Monthly projects uploaded via our SmartyrProjects module.
  • Ask and reply to reviews from all happy customers.

That’s it. We’ll look after the rest for you. We’ve even had our developers working on modules etc to make this as simple as possible. These modules are: 

  • SmartyrMedia: so we can send you topic ideas which you can then record direct to the module for us to download and work with.
  • SmartyrProjects: so your staff can easily snap photos during a job and then submit with a few quick sentences on what was done. We will then expand on this and optimise for services and service areas.
  • SmartyrReviews: so you can send text messages asking for reviews and reply within your website. 

Frequently Asked Questions About The SmartyrSEO Framework

How to create website content for SEO
What is Google Analytics?
What is Google Search Console?

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