Answer the questions customers really ask

On Google, people type fragments: "accountant gibraltar". With an assistant, they ask the whole question: "I'm moving to Gibraltar and starting a small company, which accountants help with setting up and annual returns?"

Assistants also break a question into several smaller searches behind the scenes, a process called query fan-out. The page that gets cited is often the one that answers one of those smaller questions best, not the one that targets the obvious phrase.

• Your own inbox and phone. The questions customers ask before buying are the questions they ask assistants.
• Question fan-out. Enter one phrase into our free question fan-out tool to see the related questions a customer would also ask.
• Our sector questions. Every sector page in the directory publishes the exact questions we put to AI assistants each month.
• Ask the assistants. Ask ChatGPT "what do people usually want to know before choosing a [your trade] in Gibraltar?" It is not data, but it is a good prompt for your own thinking.

Assistants lift short, self-contained passages. Pages written that way are easier to quote accurately:

• Answer first. Put the direct answer in the first two or three sentences, then the detail.
• One topic per page. A page about conveyancing in Gibraltar beats a services page that lists twenty things in one line each.
• Use the question as a heading. "How long does buying a flat in Gibraltar take?" is a heading an assistant can match to a question.
• Be specific and local. Name the area, the process, the price range and the timescale where you can. "Near Casemates" is more useful than "centrally located".
• Add an FAQ. A short questions-and-answers section, marked up as FAQPage structured data, states each answer plainly.

This guide follows the same rules: every page opens with the answer, its headings are questions, and it ends with an FAQ.

1. 1Write down the ten questions customers most often ask you before they buy.
2. 2Run your main service through question fan-out and add any you missed.
3. 3Pick the three that matter most and make sure each has a clear answer on your site, near the top of a relevant page.