Approach: wiring, not rebuilding
The thinking that sits behind the structure on the next tabs. Where Palise is today, who the work serves, the four language layers we write in, and how the build sequences.
Where Palise is today
A genuinely strong foundation. 68 blog posts. 43 podcast episodes. 173 YouTube videos. 3 published books. 24 named team members. Real media coverage. Over $1B in client acquisitions across 2,000+ properties. 117,761 sessions in the last 12 months. Organic search converts at 7.8%, eight times paid social.
All of that achieved without the technical SEO basics yet in place and without the ecosystem wired together. AI systems can't currently see that the podcast, the books, the courses, the team and the press are all one entity. The story is that Palise is strong, not broken. The job is to connect what already exists, not to start over.
The mental model
Every page is a product, a tool or a piece of content. Every product and tool is the trunk or a branch. Every piece of content is a leaf. Build the tree, hang content off it, and both Google ranking and AI visibility come as by-products. Nothing gets built in isolation. Every new blog post, podcast episode or YouTube video is attached to a page. Every page is attached to a hub. Every hub is attached to the brand.
Who the work serves
The four language layers (every key page speaks in all four)
How the work sequences
Week 1 is all win, no friction, no creative decisions required. Week 2 proves the template on the strongest pillar. Weeks 3 to 6 are replicated execution. Weeks 6 to 12 harvest the compounding effect: once the tree is connected, every new piece of content compounds on everything before it. AI visibility becomes a by-product of the structure, not a separate workstream.
Site Structure (parent, child, content)
The parent/child structure mapped against the content types that live under each child. Click any child to see the questions, content and schema that belong on those pages.
Pages also worth covering alongside the structure
Alongside the parent/child tree, these pages anchor the entity that AI systems verify. Each one strengthens the connection between Palise, Steve, the team, the books and the press, so the whole ecosystem reads as one business rather than scattered profiles.
Content Cascade, one URL becomes ten pieces
Every new question on the site is a hub. The URL is created first. Everything else points back to it with the same entity statement. This is how AI systems build entity-level authority instead of crediting YouTube or Spotify for Palise's content.
Cascade out, every external piece links back to the URL above
AI systems do not build authority from one page. They build it from the entity graph: this URL linked from the podcast, the YouTube, the LinkedIn, the GBP, and back from all of those to the URL. The current model has the site pointing out to YouTube and Spotify, the user leaves, and YouTube's and Spotify's domain authority gets stronger, not Palise's. Reversing the arrows is the entire play.
Q&A Layer, where the pillar questions live
The strategy identified 24 pillar questions Palise should own in AI search. Here is how they sit under the children. Each question becomes one URL with one cascade. Showing Commercial as the example, the other parents mirror this.
Each question becomes its own URL slotted under the relevant child. The article on the URL is the canonical answer. The video, podcast, LinkedIn post and external blog all point back to it with the same entity statement. 24 questions, 24 hubs, more than 240 cascade pieces across the ecosystem.
Entity Web, the AI search layer (illustrative)
Illustrative only. The diagram below shows the pattern of how an entity web works: each node is a place where AI systems can verify a business, and the lines are sameAs links connecting every surface back to the brand. Blue nodes are surfaces Palise already runs (LinkedIn, YouTube, podcast platforms, etc.). Orange nodes show the types of additional surface that typically strengthen an entity web. Specific surfaces and sequencing would be agreed as part of any engagement.
The lines are sameAs links. Once each blue surface is referenced back to the brand from the website's schema, AI systems can verify them as one connected entity rather than treating each as a separate profile. Additional surfaces of the types shown in orange typically extend the graph further. The specific surfaces, sequence and effort would be scoped from the audit.
Example Build Plan (universal on-site checklist)
Illustrative only. This is the 24-point checklist we apply across our portfolio, shown here as an example of the foundations that typically run alongside the structure work. Not a contracted scope, intended to give a sense of what the underlying build looks like before anything is agreed.
Schema & entity foundations
Page craft for AI citation
Bot access
Discovery & indexing
Trust signals & cross-property
Analytics & freshness
Foundations (schema + sameAs + identifiers + bot access) come first because they unlock everything else. Page craft and trust signals build over the following weeks as content is enriched. Analytics and freshness become standing operating rhythms once the build is in place.