1. Publishing volume instead of substance
Large quantities of thin pages dilute the ones you want cited and increasingly attract classification as scaled content. Fewer, deeper pages is the whole correction — and pruning what exists is usually step one.
2. Refusing to state facts
No prices, no timelines, no limitations. Every hedge removes you from the answers those questions produce, and somebody else’s estimate fills the gap.
Most AIEO problems are decisions, not oversights. That is why they survive audits.
3. Describing yourself five different ways
Marketing prefers variety and entity resolution punishes it. One canonical sentence everywhere is nearly free and it is what makes you legible.
4. Writing for the page instead of the passage
Long arguments where no paragraph stands alone produce nothing quotable, which is why your best page may never be cited while a plain FAQ answer is.
5. Measuring traffic and concluding failure
Sessions fall as answers replace clicks. Teams reading that as a decline cut the work that was producing enquiries — check composition before reacting.
6. Leaving stale facts in place
A page stating something that was true two years ago is worse than a missing page, because it is confidently wrong and will be repeated. That is what a review cycle exists to prevent.
None of these require new capability to fix. They require deciding to say specific things and stop doing others.