ContentCritical
Zero answers to the questions people ask
418 monthly Edinburgh searches about reaching tenement, sash and case windows landed on US blogs about double-hung frames. Clearstory's site had a single services page.
A fictional business. The figures are a modelled scenario, not a client result.
34Cited in AI-overview answers
9 months · Content Engine plan · Topic clusters, FAQ schema, AI Overviews, Local guides
Twelve topic clusters are hiding under the frost — each building is one, its height the keywords it ranks in the top 10.
01 · The challenge
Searchers asked about access to Georgian sash and tenement windows, and nobody local was answering, so AI summaries cited US blogs.
Edinburgh is a hard city to clean windows in: five-storey tenements with no rear access, Georgian sash-and-case frames that pivot (or don't), factors who ban ladders on common stairs, and conservation rules about what can touch listed glass.
Residents search those exact worries before they book. With no local voice answering them, AI summaries filled the gap with American advice about double-hung windows — and the booking went to whoever ranked for “window cleaner near me”.
how do you clean tenement windows edinburgh
To clean upper-floor windows, place an extension ladder on firm, level ground and tilt the double-hung sash inward…
how do you clean tenement windows edinburgh
Most Edinburgh tenement windows are cleaned from inside: sash-and-case frames are released and slid down so both faces can be reached. Factors usually prohibit ladders on common stairs, so cleaners use pure-water reach poles from the street…
02 · Diagnosis
418 monthly Edinburgh searches about reaching tenement, sash and case windows landed on US blogs about double-hung frames. Clearstory's site had a single services page.
Across 60 sampled question queries, AI summaries cited zero Scottish sources and recommended ladders on common stairs — something most factors forbid.
No LocalBusiness, Service or FAQPage markup; the business hours, service area and round pricing existed only inside a PDF price list.
Primary category was 'Cleaning service'; no service areas below city level, so New Town, Marchmont and Leith searches went to aggregators.
Mobile LCP 4.1 s from an uncompressed 3.2 MB hero photo; the booking form sat below three carousels.
No named cleaner, no years on the rounds, no photos of real Edinburgh stairs — nothing for a model to trust as first-hand.
03 · The strategy
Built on our Content Engine plan: content & ai search, run as four connected tactics.
Twelve clusters mapped to the way Edinburgh asks: a pillar page per cluster ('Cleaning tenement windows from the inside') with 6–12 supporting answers each, interlinked so every page sits two clicks from the booking form.
Each answer page carries FAQPage and HowTo markup written to the 40–60 word answer shape, plus LocalBusiness and Service schema with neighbourhood-level areaServed.
Answers lead with the direct fact, cite the factor rule or council guidance, and show first-hand method photos — the extractable, verifiable shape AI summaries quote.
Fourteen neighbourhood guides — New Town sash runs, Marchmont tenements, Leith shore flats — each with access notes, typical prices and the round day for that street.
04 · Timeline
Question mining: 1,900 queries from Search Console, People Also Ask and the cleaners' own phone notes.
Twelve topic clusters drafted; GBP categories and service areas rebuilt; schema scaffold shipped.
Tenement and sash pillars live with 22 FAQ answers. First two AI-overview citations.
Hero image swapped for inline SVG; mobile LCP 4.1 s → 1.6 s. Booking form moved above the fold.
First six neighbourhood guides; round-day lookup by street. Sign-ups pass 20.
Method photos and named cleaners on every answer; pricing cluster published openly.
Condensation, gutters and pure-water clusters; 101 keywords in the top 10.
Answers rewritten to the 40–60 word shape where AI summaries paraphrased poorly.
Remaining guides live; 34 AI-overview citations, 146 top-10 keywords.
05 · Results
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Organic sessions
+228%
Recurring round sign-ups
+88
Keywords in top 10
12 → 146
Headline
Cited in 34 AI-overview answers
By month: 0 · 2 · 5 · 9 · 14 · 19 · 25 · 30 · 34
| Query | Before | After | AI cite |
|---|---|---|---|
| how do window cleaners clean tenement windows#01 | — | 1 | Cited |
| sash window cleaning edinburgh#02 | 18 | 2 | Cited |
| can a window cleaner use the common stair#03 | — | 1 | Cited |
| window cleaner new town edinburgh#09 | 34 | 3 | — |
| how much is a window cleaner in edinburgh#06 | 27 | 2 | Cited |
| cleaning inside of sash windows from inside#02 | — | 4 | Cited |
| window cleaning marchmont#09 | — | 1 | — |
| condensation on tenement windows#08 | — | 5 | Cited |
| listed building window cleaning rules#05 | 41 | 3 | Cited |
| water fed pole window cleaning edinburgh#11 | 22 | 6 | — |
“#” is the skyline building. Across all twelve clusters: 12 → 146 keywords in the top 10.
If your customers are asking questions nobody local answers, Content Engine turns those answers into rankings and AI citations.
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