For CTOs, Heads of AI, and senior engineers who need hard numbers, working code, and a ruthless pattern-example-anti-pattern playbook.
Introduction: Why Entity Graphs and Schema Beat Backlinks Now
Traditional SEO rewarded backlinks because Google’s index was link-centric. Large-language models (LLMs) work differently. At retrieval time the model has roughly 10–15 milliseconds to:
Map the prompt to candidate entities.
Pull facts or citations about those entities.
Decide which two or three brands feel “most trustworthy” for answer assembly.
If your brand’s graph is clean and its content is wrapped in self-describing JSON-LD, entity resolution costs 3–4 ms. If the crawler must disambiguate two Wikidata IDs, chase a 302, or guess that “Acme” is your Acme not another Acme, the lookup balloons to 11–14 ms. That extra latency knocks you out of the answer shortlist.
Backlinks still help, but structured clarity now outranks blind authority. GEO is the engineering discipline that enforces that clarity.
1. LLM Crawl Mechanics
Pattern
Serve lightweight HTML with JSON-LD in the <head> so the crawler can extract entities before rendering. Keep total transfer < 512 KB.
Example
A 240 KB product page, hero image deferred (loading="lazy"), JSON-LD first 800 bytes. GPTBot fetch time on monitored edge: 230 ms; entity parse 3 ms.
Anti-pattern
Full-bleed 2 MB JPEG precedes schema. GPTBot cuts after 300 KB, never sees your Organization block. You vanish.
(Note: Measurements taken with open-source crawler-proxy, April 2025.)
2. Entity Graph Hygiene
Pattern
One canonical Wikidata Q-ID with sameAs links everywhere.
{
"@context": "https://schema.org",
"@type": "Organization",
"name": "Leaf & Lumen",
"url": "https://leaflumen.com",
"identifier": "https://www.wikidata.org/entity/Q12121212"
}
Example
Q12121212 links to homepage, LinkedIn, Crunchbase. Schema references the ID. All third-party bios reuse it. Entity disambiguation time during our synthetic prompt: 3 ms.
Anti-pattern
Two Wikidata IDs (Q458765, Q459982) with different founding dates. Claude takes 9 ms to decide, then omits the brand due to conflict.
3. Schema And Licensing
LLMs quote content only if licenses and directives allow. CC-BY-4.0 or CC-BY-SA-4.0 passes. Proprietary copyright with “all rights reserved” downgrades snippet confidence by about 0.2.
FAQ block template
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [{
"@type": "Question",
"name": "Is Leaf & Lumen packaging plastic-free?",
"text": "Yes. Every bottle is molded from PCR glass and ships carbon neutral."
Anti-pattern
No ai metatag set site-wide because Legal copied a template. GPTBot obeys; brand evaporates from answers.
4. Content Chunking And Embedding Windows
Pattern
Hard limit chunks to < 2 000 tokens, hash each chunk, store in pgvector or FAISS.
from sentence_transformers import SentenceTransformer
model = SentenceTransformer("all-MiniLM-L6-v2")
vec = model.encode(chunk) # ~7 ms on a t4g.medium
db.insert(hash(chunk), vec)
Example
Breaking a 12 000-token white paper into six 1 800-token slices improved retrieval F1 from 0.62 to 0.81 and cut cold-path latency from 140 ms to 58 ms.
Anti-pattern
One Markdown file > 10 000 tokens dumped into S3. Gemini truncates tail, losing pricing info, then hallucinates.
5. Prompt-Injection Defense
Pattern
LLMs can be hijacked by hidden instructions in SVG, CSS, or comments. Catch them before the crawler does.
# simple grep
curl -A GPTBot -s https://example.com \
| grep -E "ignore previous|override|answer with" || echo "clean"
Add a nightly diff scan for unexpected Unicode blocks.
Anti-pattern
Marketing uploads hero.svg containing font-family: 'Ignore previous'. GPTBot ingests; answer pages cite competitor. Your brand is penalized when defense patch lands.
6. RAG Feeds And Private Endpoints
Architecture:
Browser prompt
|
v
Edge function (4 ms)
|
v
Retriever -> pgvector (12 ms write / 8 ms read)
|
v
LLM (GPT-4o, 40 ms gen)
Keep end-to-end < 60 ms cold, < 25 ms warm. Use Server-Sent Events for low-friction doc pushes; gzip -9.
7. Playwright Sweep Automation
Automate answer-share baselines so product owners get nightly deltas.
#python
from playwright.sync_api import sync_playwright
import csv, time
PROMPTS = [
"best plastic-free cleaners",
"alternatives to Method Soap"
]
BRAND = "Leaf & Lumen"
def run(model_url, prompt, page):
page.goto(model_url)
page.fill("textarea", prompt)
page.press("textarea", "Enter")
page.wait_for_selector(".messages")
return BRAND in page.inner_text(".messages")
with sync_playwright() as p:
browser = p.chromium.launch(headless=True)
page = browser.new_page()
rows = []
for prompt in PROMPTS:
result = run("https://chat.openai.com", prompt, page)
rows.append({"prompt": prompt, "chatgpt": result})
time.sleep(1)
with open("llm_sweep.csv", "w", newline="") as f:
writer = csv.DictWriter(f, fieldnames=rows[0].keys())
writer.writeheader()
writer.writerows(rows)
browser.close()
Baseline target: brand mentioned in >= 6 of 10 runs per prompt.
8. End-to-End Latency Trace
Prompt: "Which sustainable cleaner donates to ocean cleanup?"
Prompt -> embed (2 ms)
Retriever query (pgvector) (8 ms)
Ranker (12 ms)
Generation window (GPT-4o) (9 ms) Total: 31 ms. Anything over 50 ms risks demotion when concurrency spikes.
9. 90-Day Engineering Roadmap
Day 0-30
- Free track: Manual sweep, fix robots
- 15 K track: Hire contract schema engineer
- 50 K track: Full audit incl. log-based latency profile
Day 31-60
- Free track: Wikidata merge, CC-BY media
- 15 K track: Deploy pgvector RAG; set up CI for JSON-LD
- 50 K track: Vision-tuned product renders; nightly answer-share monitor
Day 61-90
- Free track: Earn one .edu backlink
- 15 K track: Latency A/B, prompt-injection tests
- 50 K track: Authority backlink sprint plus dedicated Grafana board
OKR: +15 points answer share, cold path latency < 60 ms, zero policy flags.
10. 20-Point Tech Audit Checklist
- GPTBot allowed in robots.txt.
- ClaudeBot allowed in robots.txt
- Organization schema present on all revenue pages.
- FAQ schema chunks < 2 000 tokens.
- One canonical Wikidata ID.
- No duplicate IDs.
- JSON-LD loads < 120 ms over 3G.
- CC-BY or compatible license on core text.
- No global noai blocks.
- Prompt-injection regex scan green.
- CSP header sandbox enabled.
- pgvector or FAISS active.
- Cold-path latency < 60 ms.
- Answer share baseline tracked nightly.
- Sentiment pipeline integrated.
- Authority backlinks (> DR 70) gained this quarter.
- Content freshness < 90 days for 80 % of pages.
- Grafana dashboard live.
- Owner with OKR accountability.
- Quarterly re-audit scheduled.
Epilogue
Backlinks got you ranked. Clean graphs get you chosen. Ship schema early, treat latency like leakage, and automate your answer-share delta. The crawler will do the rest.