SEARCH. ANSWERS. TRUST. ACTION.
Being found is only the beginning.
Your next customer needs to understand what you do, see evidence of your work, and know how to reach you. That’s where I step in.
Understand the terms. See how they work for your business.
A practical guide to search, AI, trust, and customer experience, formatted for easy reading. Select a term to learn what it means, why it matters, and how I can help.
SEOSearch Engine Optimization
Helps search engines discover and understand your website so it can appear for relevant searches.
How I help: I clarify your services, organize your website content, and connect your business information to the questions customers actually ask.
AEOAnswer Engine Optimization
Organizes useful information into clear answers for search and answer systems.
How I help: I turn your everyday customer questions into straightforward service explanations and FAQs, with specific answers people can use.
GEOGenerative Engine Optimization
Focuses on how your public content may be understood and referenced in AI generated responses.
How I help: I help publish clear business facts, useful explanations, and real project evidence across your website and relevant profiles.
AIOArtificial Intelligence Optimization
Here, AIO means preparing your public information for AI systems to interpret accurately. The abbreviation is also used for AI Overviews.
How I help: I look for conflicting company details, vague descriptions, and missing context, then help make your business story consistent.
SXOSearch Experience Optimization
Connects the search journey to a useful website experience and a clear next step.
How I help: I make your offer easier to understand, your work easier to see, and your call or booking options easier to use.
NAPName, Address & Phone Number
The core contact details that help people recognize and reach the same business across different listings.
How I help: I review your website and directory details, correct mismatches with you, and keep your service area and contact information clear.
E-E-A-TExperience, Expertise, Authoritativeness & Trustworthiness
A framework used in Google’s search quality guidance to assess content. It is not a single score you can buy.
How I help: I help bring your experience into view through real projects, accurate credentials, useful explanations, and customer feedback.
YMYLYour Money or Your Life
Describes topics where inaccurate information could significantly affect health, safety, finances, or wellbeing.
How I help: I help present qualifications and service information clearly and identify claims that need verification by the appropriate professional.
Two more terms worth knowing: schema & sameAs
Schema markup is structured information in your website’s code that describes its content. sameAs can point to pages that identify the same business. I help align the business details and coordinate appropriate website implementation. The information should match what visitors can see.
WHERE I COME IN
You run the business.
I help connect the pieces.
We start with what customers find today. Then we address confusing information, sharpen your message, publish your work, and make the next step easy. From your company logo and printed materials to your website and business profiles, I help carry the same story through.
YOUR WORK DESERVES TO BE SEEN.
Prove it.Video it.Photo it.Review it.
Show the process. Capture the finished result. Let your customers tell their side of the story. I help turn the work you’re already doing into photos, videos, and posts that give people something real to evaluate.
Independent sources, including a BBB Business Profile where available, give people another place to evaluate a company. Profile work, website services, and BBB Accreditation are distinct. Search placement and AI recommendations remain decisions made by the platforms.
Book with meFurther reading: Google’s content quality guidance · Structured data explained
THE TRUST ADVANTAGE PLAYBOOK
The human side
of sales.
Behind every decision is a person with something to gain, something to protect, and a reason to hesitate. I teach you how to understand that person and lead a sales conversation from the first hello through the close and the care that follows.
- Know enough to matter.
- Prepare with purpose. Understand the business before asking for someone’s time.
- Discover what matters.
- Ask better questions. Listen for the goal, the concern, and what the person needs to feel confident moving forward.
- Earn trust through action.
- Make a useful contribution. Be honest about fit. Give people evidence they can evaluate for themselves.
- Connect the value. Earn the close.
- Recommend what fits the conversation. Understand hesitation, explain the investment clearly, and ask for the next step you’ve earned.
- Own what happens next.
- Follow through, make responsible handoffs, and stay accountable to the promises that earned the sale.
Diagnose first. Prescribe second.
03 / THE THINKING BEHIND THE WORK
Trust is personal.
So is sales.
Michael Azcona · AuthorThe Trust Advantage Playbook
Exploring the human side of sales: curiosity, better questions, earned decisions, and the responsibility of what happens next.
Trust in a changing marketplace
I’m also exploring how AI and digital information influence the way people find, understand, and evaluate businesses.
Book with me