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Digital positioning

Be found first

Showing up first is technical work on three layers: the Google profile, the website and the information AI assistants read. All three have to say the same thing, with accurate data.

North team · Updated October 7, 2026 · 4 min read

  1. Business ProfileGoogle and Maps
  2. Fast, clear websiteCore Web Vitals
  3. Structured dataschema.org
  4. Reviews and mentionstrust signals
  5. Read by AIrobots, sitemap, llms.txt
  6. Recommendationyou appear in the answer
The layers that get Google and AI to find you and recommend you.

What can be done

Google MapsComplete Business Profilecategory · attributes · special hoursExact categories, attributes such as terrace or pet friendly, holiday hours, menu or services, and fresh photos.
BookingsBooking from Googlebooking link · booking partnerRestaurants with a compatible booking system and hotels with direct booking links receive bookings from the listing.
WebsiteLocal SEO on the websiteone page per searchFor "boutique hotel in Tulum with restaurant", a page that answers it at the top, with photos, starting price and directions.
WebsiteStructured dataJSON-LD · Hotel · Restaurant · BreadcrumbListThe site tells machines what the business is, where it is and what its profiles on other networks are.
WebsiteSpeed and readable textLCP · INP · CLSPages that load fast on a phone and with the text in the HTML, so any crawler can read it.
ReputationReviewsreview link · QR · reply within 48 hRequested from every customer equally, and every one gets a reply.
AIAccess for AI assistantsOAI-SearchBot · Claude-SearchBot · PerplexityBotThe robots.txt lets in the crawlers that feed each assistant’s answers.
MeasurementMonthly trackingSearch Console · Business Profile · question bankClicks and position per search, calls and directions from the listing, and presence in AI answers.

Methods

Finding the searches you almost win

In Search Console, queries with many impressions and a position between 5 and 15 are the cheapest to improve: Google already considers you, but shows you lower down.

Search Console · Performance · last 3 monthstable
query                          impressions  clicks  CTR    position
boutique hotel tulum           8,400        92      1.1%   9.6
tulum hotel with restaurant    2,100        41      2.0%   6.8
dinner ocean view tulum        1,300        12      0.9%   11.2

action: dedicated page for "hotel with restaurant", a title that repeats the search,
        answer in the first paragraph, restaurant photos and a link from the home page

Recommendation. Improve the pages that already have impressions first, and write new pages afterwards.

A page that Google and AI can cite

The answer goes at the top, with concrete data. Assistants build their answers from sentences they can verify.

Page structuretext
URL        casaaurora.mx/hotel-con-restaurante-en-tulum
Title      Boutique hotel with restaurant in Tulum | Casa Aurora
H1         Boutique hotel with restaurant in Tulum
Paragraph  Casa Aurora has 12 rooms and a Yucatecan restaurant
           open from 8 a.m. to 11 p.m., 400 m from the beach.
Blocks     rooms with starting price · menu · directions
           guest reviews linked to Google
           real questions: pets, parking, check-in time
Data       JSON-LD Hotel and BreadcrumbList

Recommendation. One page per intent. Two pages that answer the same thing compete with each other.

What we recommend for each case

Your businessStart withWhy
A single locationBusiness Profile and reviews, then the website"Near me" searches are settled on the map
Several locationsOne listing and one page per location, with standardized dataThis is what Vips did in the case below
HotelDirect booking links on Google and one page per room typeSo bookings don’t depend only on online travel agencies
Professional serviceOne page per service, with starting price and FAQsIt answers specific searches and gives AI something to cite
New website or no visitsSearch Console, sitemap and speed before writingA page Google has not indexed does not appear in any search

What the dashboard looks like

Visibility · 90 daysIllustrative example
Profile views9,800Search and Maps
Direction requests1,120from Maps
Average position3.4key searches
Presence in AI18 of 3010 questions × 3 assistants

Test questions to AI assistants (3 of the 10)

QuestionChatGPTGeminiPerplexity
Boutique hotel with a restaurant downtownYesYesNo
Where to have dinner with an ocean viewYesNoYes
Midweek getawayNoYesYes

Tech stack

Google Business Profile
Categories, hours, photos, products and review replies; consistent name, address and phone number across all directories.
Website
Fast pages (Core Web Vitals: LCP under 2.5 s, INP under 200 ms, CLS under 0.1), with text available without relying on JavaScript.
Structured data
schema.org in JSON-LD: the most specific LocalBusiness subtype (Hotel, Restaurant), services and BreadcrumbList. FAQPage is still valid for machines to read the questions, although since 2023 Google rarely shows it as a rich result.
AI access
robots.txt that lets in each assistant's search crawlers (ChatGPT's OAI-SearchBot, Claude-SearchBot, PerplexityBot) and Googlebot, which also feeds AI Overviews and Google's AI Mode; sitemap.xml kept current. The llms.txt file is a proposal with no confirmed adoption by search engines.
Tracking
Google Search Console, plus periodic queries to ChatGPT, Gemini and Perplexity to see how they describe you.

Under the hood

Structured business data (JSON-LD, schema.org)JSON-LD
{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "@id": "https://casaaurora.mx/#hotel",
  "name": "Casa Aurora",
  "url": "https://casaaurora.mx/",
  "telephone": "+52 984 000 0000",
  "priceRange": "$$$",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Tulum",
    "addressRegion": "Quintana Roo",
    "addressCountry": "MX"
  },
  "geo": { "@type": "GeoCoordinates", "latitude": 20.2114, "longitude": -87.4654 },
  "checkinTime": "15:00",
  "checkoutTime": "12:00",
  "amenityFeature": [{ "@type": "LocationFeatureSpecification", "name": "Restaurant", "value": true }],
  "sameAs": ["https://www.instagram.com/casaaurora", "https://maps.google.com/?cid=0000000000"]
}

Google and AI assistants read this block to understand what the business is and where it is. sameAs links the website to the Google profile and social accounts. Star ratings don't go here: Google doesn't show ratings a business publishes about itself; the ones that count are on your Google profile and on third-party sites.

What we measure

Local visibility
Searches, calls and direction requests from the Business Profile.
Average position
Average ranking on Google for the searches that matter, according to Search Console.
AI presence
Answers that mention your business over the total of the test bank: each question, asked to each assistant.

Case analysis

Vips: organizing its information on Google and getting more visits

Vips · Mexico, 2025

The restaurant chain, 61 years in Mexico, worked on the information in its Google listings: what people see when they search for somewhere to eat nearby.

What they did, step by step

  1. Standardized its Business Profile information across all locations.
  2. Made it a priority for every listing to be complete and correct.
+131%restaurant visits from Google searches, year over year

The mechanism

  1. Profiles per locationBusiness Profile
  2. Standardized informationacross all locations
  3. More visibilityin search and Maps
  4. Visits+131% from Google

Why it worked. When the information is accurate and consistent, Google shows it more and people arrive without doubts.

Analysis of a public case. North Marketing did not take part in this work. Figure published by Google on its blog; the source does not detail the steps or how visits were measured.

Sources: Google blog

Go deeper

TopicRanking on Google MapsShow up on top when people search nearby.TopicShowing up in ChatGPT and other AIGet artificial intelligence to recommend you.

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