Getting found · 14 June 2026
Say what you do in the words people actually use
A lot of good websites are hard to find for a simple reason. They describe the work in the maker's own words, and those are not the words a stranger types into a search box.
Someone looking for you does not search for "contemporary visual narratives". They search for "wedding photographer in Bath". They do not search for "bespoke ceramic vessels". They search for "handmade mugs". The clever name can stay - it is yours, and it has its place - but somewhere near the top of the page, the plain words need to be there too.
The same is now true for the robots. When someone asks an assistant like ChatGPT or Gemini to recommend a maker, it reads pages the way a quick visitor would, and it repeats back the plainest description it can find. Give it a plain one.
A good test: ask a friend who does not know your trade to describe what you do, then put their words on the page next to yours.
If you would like a hand doing this, bernard's help has the exact thing to ask your AI - see use the words people search for.
Questions people ask
- Is this the same as stuffing in keywords?
- No. Stuffing repeats words until a page reads oddly, and search engines mark you down for it. This is simply saying what you do in plain words, once, where it belongs.