Findability and AI-search strategy

Keywords are organised by intent and competitiveness. Tier 1 protects brand and SKU searches CPFS already wins. Tier 2 targets long-tail B2B queries where strong on-page SEO and structured data can put CPFS on page 1 quickly. Tier 3 targets medium-competition category terms dominated by distributors and aggregators. Tier 4 captures inspiration and how-to queries that feed AI Overviews and the GEO programme.

Queries where CPFS should rank #1. The migration plan must preserve every URL with current rankings and 301 the rest cleanly.

Long-tail queries with low competition and high commercial intent. These are the wins. Strong on-page SEO and schema put CPFS on page 1 within the first 3-6 months.

Dominated by distributors (MSCS, 5S, Dimax), San Miguel's Great Food Solutions, and aggregators like Alibaba. CPFS won't outrank them on link authority alone, but strong product schema, certification signals, and a clear FS positioning can win the rich-result spots in the SERP.

CPFS won't dominate ranking #1 for "Filipino pork recipes" (Cookmunity, Panlasang Pinoy, Kawaling Pinoy do). But foodservice-scale recipe content with proper Recipe schema can earn citations in Google AI Overviews, ChatGPT, and Perplexity when those engines answer questions like "what's a high-margin tuna dish for a canteen menu". This is the GEO play.

Title tags are the single highest-impact on-page signal. Every template uses a fixed formula so titles stay consistent, keyword-rich, and within Google's ~60 character limit.

Meta descriptions don't directly affect rank but they drive CTR from the SERP. Stay under 155 characters. Lead with the value, end with a soft CTA. No corporate language.

Every page uses one H1 (the page subject), with H2s scoped to the structured sections and H3s for sub-blocks. This is non-negotiable for accessibility, for SERP snippets, and for AI search engines to parse content cleanly.

Image alt text serves accessibility first, search second. Write what's in the frame, not the keyword you want to rank for. Filenames should be human-readable.

The brief explicitly calls out Schema.org markup on recipes. We extend that to every template. Schema is what turns a flat page into a SERP rich result and, crucially, what AI engines parse when deciding whether to cite a page in an answer.

Every template ships with JSON-LD blocks injected via Liquid. Marketing never edits schema by hand; it's generated from metaobject fields on each product, recipe, or page.

Generated from the Recipe metaobject. Every recipe must have all required fields populated; the template should fail validation rather than ship incomplete data.

Standard Product schema is built for B2C ecom. For CPFS we extend it to communicate foodservice-relevant fields (case config, yield, dilution, shelf life) in the description, and use Offer with "PriceSpecification" only where pricing is published; otherwise we use "askForPrice" semantics via a contact-point Offer.

Lives in the theme layout, injected on every page. Critical for entity recognition by Google and for AI search engines that build knowledge graphs from structured data.

FAQ sections on Solutions and About pages get FAQPage schema. This is the cheapest, highest-ROI rich result to win in PH B2B SERPs because almost no competitor does it. Sample questions to seed: "Can CPFS do private label?", "What's the minimum order for customisation?", "Where do you deliver?", "Are your products halal certified?", "Can you support new menu development?"

The brief states site speed is non-negotiable. None of these items are optional; they're launch-blocking.

Shopify locks the route prefix on every URL type. We can't ship /recipes/... or /for/hotels the way a Wordpress build could. Handles after the prefix are fully editable, so the SEO play is keyword-loaded handles within the constraints.

The brief calls for recipes structured for Schema.org markup, with structured ingredients and procedures, linked to CPFS SKUs. Shopify gives us two options to deliver that, each with URL implications:

Since the prefix is fixed, the handle is our keyword real estate. Rules for every editable slug:

Internal links pass authority and tell crawlers what matters. The structure:

A site migration is where SEO equity dies if not handled carefully. The plan:

GEO is the practice of making content easy for AI search engines (Google AI Overviews, ChatGPT search, Perplexity, Claude, Gemini) to cite. Where SEO optimises for click-through from a ranked link, GEO optimises for being mentioned in the AI's answer itself, often without a click.

In the PH foodservice space, this matters because a chef typing "best canned tuna for canteen menus in the Philippines" into ChatGPT is no longer scrolling a SERP. They're reading an answer. CPFS needs to be inside that answer.

Prompt tests we ran against ChatGPT, Perplexity and Google AI Overviews in May 2026:

Five rules that make content citable by AI engines:

Some brands block AI crawlers by default. For CPFS, the opposite: we explicitly invite them. Without crawler access, AI engines can't cite the content.

The brief flags recipes and content as central to the site. SEO ROI compounds, but only when you publish consistently. The recommended rhythm for year one:

Recipes are CPFS's biggest content asset. Every recipe must meet these criteria before going live.

A note on production: CPFS already has chefs and R&D in-house. The recipes already exist; what's missing is the SEO scaffolding around them. Our retainer (optional Php 20k/mo) covers the SEO production work: schema injection, alt text, meta descriptions, internal linking, and editorial QA. CPFS supplies the recipe content; we make it findable.

SEO measurement is layered. Vanity metrics at the top, business metrics at the bottom. We report on all of them, but optimise toward the bottom.

Realistic, not optimistic. Baselines are estimates from the current site; targets are 12 months post-launch.

The optional Php 20k/month retainer covers the ongoing SEO and GEO work that's separate from the build itself: