The Meta-Rule That Governs Everything
"If a large language model scanning this page for 30 seconds can't extract: What you do, Where you are, Who you serve, What insurance you take, How to contact you, and Why you're credible... then the page fails."
This is the lens through which every design decision, every content choice, every structural element must be evaluated.
Not "does this look good?" but "can an LLM parse this?"
Not "does this sound professional?" but "does this contain extractable facts?"
Not "does this match our brand?" but "will ChatGPT recommend us?"
---
PART 1: The Non-Negotiable Structural Rules
RULE 1: Machine-Readability Trumps Human Aesthetics
The Principle: If an LLM can't parse it, it doesn't exist.
What This Means:
- Structured data > beautiful prose
- Scannable facts > flowing narratives
- Explicit statements > implied expertise
❌ WRONG (Human-optimized):
"At Smile Dental, we pride ourselves on creating beautiful smiles for families throughout the Greater Metro area. Dr. Johnson brings over two decades of experience in comprehensive dental care, combining state-of-the-art technology with a gentle, patient-centered approach that makes even our most anxious patients feel at ease."
✅ RIGHT (LLM-optimized):
```
Smile Dental - Family & Cosmetic Dentistry
📍 Serving Metro City since 2003
👨⚕️ Dr. Michael Johnson, DMD - 20+ years experience
Services:
• Invisalign (Certified Provider - 200+ cases)
• Same-day emergency appointments
• Sedation dentistry for anxious patients
• Cosmetic dentistry (veneers, whitening, bonding)
Insurance: Delta Dental, Cigna, Aetna, MetLife, Most PPOs
📞 (555) 123-4567 | New patients accepted
⭐ 4.9/5 stars (312 Google reviews)
```
Why:
- LLMs extract facts, not feelings
- "20+ years experience" is parseable
- "two decades of experience" requires inference
- Bullet points signal discrete data points
- Paragraphs signal narrative/marketing copy
---
RULE 2: The 10-Second Mobile Test is Law
The Principle: Critical information must be visible above the fold on mobile without scrolling, within 10 seconds.
The Three Sacred Questions:
- What's your phone number?
- What insurance do you accept?
- Do you have appointments available soon?
The Hard Numbers:
- 11pm toothache searcher clicks through 4-5 sites in 60 seconds
- Decision time per site: 10-15 seconds
- Mobile traffic: 70-80% of "dentist near me" searches
- Bounce rate if info not found: 85%+ in first 10 seconds
LLM Behavior:
- LLMs prioritize above-the-fold content
- Header/hero section carries highest weight
- If info is buried in footer or separate pages, LLM often misses it
Above-the-fold must contain:
```
[Practice Name] | [City, State]
📞 (555) 123-4567 - CALL NOW
✅ Accepting New Patients | Same-Week Appointments Available
Insurance: Delta Dental • Cigna • Aetna • [2-3 more major carriers]
[Primary CTA Button: "Book Online" or "Call for Emergency"]
```
---
RULE 3: Structured Data (Schema Markup) is Mandatory
The Principle: Backend code tells LLMs what your content means, not just what it says.
Required Schema Types:
1. LocalBusiness Schema:
```json
{
"@context": "https://schema.org",
"@type": "Dentist",
"name": "Smile Dental",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Metro City",
"addressRegion": "CA",
"postalCode": "90210"
},
"telephone": "+1-555-123-4567",
"priceRange": "$"
}
```
2. Service Schema (for each major service)
3. Review/Rating Schema
Why This is Critical:
- LLMs parse schema markup FIRST before body content
- Schema tells AI "this is an emergency service" vs inferring from text
- Google AI Overviews prioritize schema-marked content
- ChatGPT likely uses structured data for factual verification
---
RULE 4: Specificity Over Comprehensiveness
The Principle: "Invisalign Certified - 200+ cases completed" beats "We offer cosmetic dentistry services."
The Hierarchy of Specificity:
Level 1 (Useless to LLMs):
- "Comprehensive dental care"
- "Full-service family dentistry"
Level 2 (Barely Useful):
- "Cosmetic dentistry"
- "Emergency dental services"
Level 3 (LLM-Parseable):
- "Invisalign, veneers, teeth whitening"
- "Same-day emergency appointments"
Level 4 (LLM-Optimized):
- "Invisalign Certified Provider (200+ cases, 15 years)"
- "Emergency appointments within 24 hours, available 7 days/week"
Why Specificity Matters:
When a user asks ChatGPT: "Find me a dentist in Metro City that does Invisalign and takes Delta Dental"
LLM Logic:
1. Scans for keyword match: "Invisalign" ✓
2. Scans for insurance: "Delta Dental" ✓
3. Evaluates credibility: "Certified Provider" + "200+ cases" = high confidence
4. Recommends practice
Without specificity, LLM is unsure and doesn't make the recommendation.
---
RULE 5: The Service Page Structure Formula
The Principle: Every service page follows an identical, LLM-optimized structure.
The Template:
```
[SERVICE NAME] in [CITY]
(H1 tag, critical for LLM topic identification)
Quick Facts:
• Procedure time: [specific duration]
• Recovery time: [specific duration]
• Cost range: [if comfortable disclosing]
• Insurance coverage: [which insurances cover this]
• Financing available: Yes/No
What is [Service]?
[2-3 sentence definition in plain language]
Who needs [Service]?
• [Specific condition 1]
• [Specific condition 2]
Our [Service] Process:
1. [Step 1 - specific action]
2. [Step 2 - specific action]
3. [Step 3 - specific action]
Why choose us for [Service]:
• [Specific credential - "Dr. Johnson: 500+ implants placed"]
• [Specific technology - "3D imaging for precise placement"]
• [Specific outcome - "98% success rate over 10 years"]
📞 Call (555) 123-4567 to schedule
```
---
PART 2: The Technical Performance Rules
RULE 6: Mobile Page Speed Under 2 Seconds
The Principle: If your site takes 8 seconds to load on mobile, you don't exist.
The Hard Numbers:
- 53% of mobile users abandon sites that take >3 seconds to load
- LLMs likely factor load speed into recommendations
- Google AI Overviews prioritize fast-loading pages
Technical Requirements:
Image Optimization:
- WebP format (not JPEG/PNG)
- Lazy loading for images below fold
- Max file size: 100KB per image
Code Efficiency:
- Minimize JavaScript
- Inline critical CSS
- Defer non-critical scripts
Testing Targets:
- Google PageSpeed Insights: 90+ mobile score
- GTmetrix: A grade
- WebPageTest: <2s fully loaded on 4G
---
RULE 7: Mobile-First Design is Not Optional
The Principle: Design for mobile, then adapt to desktop. Not the other way around.
Mobile-First Checklist:
✅ Tap targets minimum 48x48 pixels
✅ Phone number is clickable (tap-to-call)
✅ Forms are simple (minimum fields, large input boxes)
✅ Font size minimum 16px
✅ No horizontal scrolling
✅ CTA buttons visible without scrolling
✅ Address has "Get Directions" link
---
RULE 8: Content Hierarchy Mirrors LLM Priority
The Principle: Structure content in order of importance to LLMs, not marketing preferences.
The Priority Stack:
Priority 1 (Header/Hero - HIGHEST LLM Weight):
- Practice name
- Location (city, state)
- Phone number
- Primary services (top 3)
- Insurance accepted
- Availability
Priority 2 (Above Fold - HIGH Weight):
- Reviews/rating summary
- Specific services with bullet points
- Doctor credentials
- Emergency availability
Priority 3 (Upper Middle - MEDIUM Weight):
- Detailed service descriptions
- Hours of operation
- Insurance details (full list)
Priority 4-5 (Lower - LOW Weight):
- About the practice (mission/values)
- Team bios
- Privacy policy
Common Mistake: Most dental websites put Priority 4-5 content at the top and bury Priority 1-2 content.
---
PART 3: The Content Language Rules
RULE 9: Write at 8th Grade Reading Level
The Principle: Clarity beats sophistication. Always.
❌ WRONG (Grade 12+):
"Our practice utilizes cutting-edge technological solutions to deliver comprehensive oral healthcare interventions tailored to your individualized needs."
✅ RIGHT (Grade 6-8):
"We use modern dental technology to give you the exact care you need."
Tools:
- Hemingway Editor: Target grade 8 or lower
- Readable.com: Target Flesch Reading Ease 60+
---
RULE 10: Active Voice, Present Tense, Second Person
The Principle: Write like you're talking TO the patient.
❌ Passive/Third Person:
"Dental implants are considered the gold standard for tooth replacement and can be utilized by patients experiencing tooth loss."
✅ Active/Second Person:
"Dental implants replace your missing teeth permanently. You can eat, smile, and speak naturally again."
The Test: If you can't imagine saying this sentence out loud to a patient sitting in front of you, rewrite it.
---
RULE 11: Answer Questions Explicitly
The Principle: Don't make LLMs (or users) infer. State it directly.
Insurance:
- ❌ "We work with most major insurance providers"
- ✅ "We accept: Delta Dental, Cigna, Aetna, MetLife, Guardian, United Healthcare, and most PPO plans"
Availability:
- ❌ "We accommodate emergency patients"
- ✅ "Emergency appointments available same-day. Call before noon for same-day treatment."
New Patients:
- ❌ "Welcoming new patients"
- ✅ "Accepting new patients. Next available appointment: within 3 days"
---
PART 4: The Trust Signal Rules
RULE 12: Quantify Everything Possible
The Principle: Numbers = credibility signals for LLMs.
What to Quantify:
- ❌ "Experienced dentist" → ✅ "Dr. Johnson: 20+ years, 15,000+ patients treated"
- ❌ "Highly rated" → ✅ "4.9/5 stars (312 Google reviews)"
- ❌ "Extensive Invisalign experience" → ✅ "Invisalign Certified - 200+ cases completed"
- ❌ "Flexible scheduling" → ✅ "Appointments available 6 days/week, evening hours until 7pm"
Why: LLMs treat numbers as verifiable facts. Increases confidence score in recommendations.
---
RULE 13: Reviews Must Be Visible and Parseable
Homepage Must Include:
```
⭐⭐⭐⭐⭐ 4.9/5 (312 Google Reviews)
Recent Patient Reviews:
"Dr. Johnson fixed my chipped tooth in one visit. The office is
modern and the staff is incredibly kind." - Sarah M., Jan 2026
[Link: Read all 312 reviews on Google]
```
Technical: Implement Review schema markup. Update monthly.
---
RULE 14: Credentials Must Be Specific and Current
Required Doctor Information:
```
Dr. Michael Johnson, DMD
Education:
• Harvard School of Dental Medicine, DMD, 1998
• University of California, Berkeley, BS Biology, 1994
Certifications:
• Invisalign Certified Provider (2010-present)
• Sedation Dentistry Certification
Experience:
• 20+ years practicing dentistry
• 15,000+ patients treated
• 500+ dental implants placed
```
---
PART 5: The Conversion & Local SEO Rules
RULE 15: Single Primary CTA Per Page
Every page has ONE main goal. Don't confuse users or LLMs.
- Homepage: "Call Now" OR "Book Online" (not both equally prominent)
- Service Page: "Schedule Consultation" for that specific service
---
RULE 16: Contact Information in Multiple Formats
Required Contact Points:
- Phone: Clickable on mobile, visible in header, in schema markup
- Address: Full street address, embedded map, "Get Directions" link
- Online Booking: Link in header if available
- Hours: Specific days and times
---
RULE 17: Location Keywords Must Be Natural
Correct:
- "Family Dentist in Metro City, CA"
- "Serving Metro City, Riverside, and surrounding communities"
Wrong:
- "Metro City dentist Metro City dental Metro City teeth"
LLMs detect keyword stuffing and penalize.
---
RULE 18: Google Business Profile Must Be Complete
Required GBP Optimization:
- Exact business name (match website)
- Complete address and phone
- All major services listed specifically
- Attributes: "Accepts new patients," insurance info
- Minimum 10 photos, update quarterly
- Weekly posts
- Seed 10-15 Q&A questions
ChatGPT and Google AI Overviews pull from GBP data.
---
RULE 19: Update Core Pages Quarterly
What to Update:
- Homepage (Monthly): Latest reviews, availability
- Service Pages (Quarterly): New stats, technology mentions
- About Page (Quarterly): New certifications
Add "Last updated: January 2026" in footer. LLMs check freshness.
---
RULE 20: FAQ Content Answers Real LLM Queries
Research Real Questions:
- "What does a root canal cost in [City]?"
- "What dentist near me takes Delta Dental and does same-day crowns?"
Answer Format:
```
Question: Can I get dental implants if I have diabetes?
Quick Answer: Yes, in most cases. Controlled diabetes (A1C <7%)
generally doesn't prevent dental implants.
Detailed Answer:
• Success rate for diabetic patients: 95%+ with controlled blood sugar
• Pre-surgery requirements: Recent A1C test, clearance from doctor
At [Practice Name], we've successfully placed 50+ implants in
diabetic patients over the past 5 years.
```
---
Summary: The 20 Non-Negotiable Rules
- Machine-readability > Human aesthetics
- 10-second mobile test must pass
- Structured data (schema) is mandatory
- Specificity > Comprehensiveness
- Service page structure formula
- Mobile page speed <2 seconds
- Mobile-first design
- Content hierarchy mirrors LLM priority
- 8th grade reading level
- Active voice, present tense, second person
- Answer questions explicitly
- Quantify everything possible
- Reviews visible and parseable
- Credentials specific and current
- Single primary CTA per page
- Contact info in multiple formats
- Location keywords natural and specific
- Google Business Profile complete
- Update core pages quarterly
- FAQ content answers real LLM queries
That's the game.