Most B2B websites lose AI and search visibility not because of weak content, but because of how their pages are structured. Struggling to get your B2B website to rank, even after launching it with care? You’re not alone. Many founders and marketers pour effort into design and copy, only to watch traffic flatline. Recently, I sat down with Alice Shikova, a marketing consultant launching her own boutique agency website, for a live website roast. We walked through her site structure, HTML setup, and the tradeoffs between sleek design and SEO performance. Below, I’m breaking down the key insights from that session into a practical guide you can apply to your own B2B site today.
Watch the Video: Why You’re Losing Traffic: Live B2B Web3 Website Roast
Why One-Page Websites Almost Never Rank
A single landing page might look clean. But from an SEO and AEO (answer engine optimisation) perspective, it’s a visibility killer. Here’s why:
- No topical authority. Google and LLMs need multiple pages around a topic to understand what you actually specialize in.
- No internal linking structure. You can’t pass equity between pages if there’s only one.
- Hard to target multiple keywords. Each service or audience deserves its own URL.
What to Do Instead
Build out your site with:
- One page per service. If you offer six services, create six service pages.
- One page per audience. Targeting Web3 and AI companies? Give each a dedicated page.
- Case study pages. Separate each project into its own URL.
This structure helps both Google and AI tools like ChatGPT and Perplexity understand your expertise and cite you accurately. For the full breakdown of what a one-page site costs you, see why one-page Web3 sites kill SEO. This matters more than most teams realise: Yext’s 2025 study of 6.8 million AI citations found that 86% of citations come from sources brands directly control, their own websites and listings, not third parties. If your own site cannot carry the structure to earn that citation, nothing else compensates for it.
“A one pager will never rank. You need topical authority.”
Subdomains vs. Internal Pages: What Actually Helps SEO
A common mistake in Web3 and tech companies: splitting your site into dozens of subdomains.
The Problem with Subdomains
- Subdomains are often treated as separate domains by search engines.
- Backlink equity doesn’t transfer automatically between subdomains, which is why internal linking matters so much once you consolidate onto one domain.
- You dilute your authority instead of consolidating it, which matters even more for AI classification: see Web3 site structure for AI search for why fragmented subdomains confuse LLMs specifically.
The Fix
Keep everything at the domain level. Use internal pages like:
yourdomain.com/services/gtm-strategyyourdomain.com/industries/web3
This keeps your backlink juice flowing across your entire site.
| Structure Type | SEO Equity Transfer | Recommended? |
|---|---|---|
| Subdomains | Limited | No |
| Internal Pages | Full | Yes |
H1 Tags: The Most Underused SEO Lever
Your H1 tag is the most important HTML element after your title tag. Yet most sites waste it on vague headlines like “Bank on Yourself” or “The Future is Here.”
How to Fix Your H1
- Include your primary keyword.
- Make it descriptive, not clever.
- It doesn’t have to be the biggest text on the page. You can style it smaller and still tag it as H1.
Example: Instead of: “AI Native GTM Advisory” Use: “Go-to-Market Strategy for AI and Web3 Companies”
“The H1 doesn’t need to be big and flashy. It’s just a tag.”
You Don’t Have to Sacrifice Design for SEO
One of the most common misconceptions: you must choose between a sleek, minimalist design and SEO performance. That’s false.
How to Have Both
- Use proper heading hierarchy (H1, H2, H3) in your code, regardless of visual size.
- Style your text however you want. Just make sure the underlying HTML is correct.
- Use tools like Claude or Lovable to generate clean HTML that’s both beautiful and crawlable.
“You can have all of those components living together. It takes minutes now.”
llms.txt Files Are Not a Shortcut
There’s a lot of hype on LinkedIn about llms.txt files. But here’s the truth:
- An llms.txt file does not replace content.
- It does not replace schema markup.
- It’s a supplement, not a strategy.
When llms.txt Files Help
- You already have a solid content foundation.
- You want to give AI agents a structured summary of your site.
- You’re reinforcing existing topical authority, not trying to create it from scratch.
Example structure:
/llms.txt
/services/seo
/services/gtm
/industries/web3
This file helps AI tools navigate your site. But without real content behind those URLs, it won’t move the needle.
Your Website Is Your Source of Truth
LLMs pull information from many places: LinkedIn, X, podcast transcripts, conference talks. But your website is your best chance to control the narrative.
What This Means in Practice
- Keep your website updated with your latest work.
- Add a speaking page with past presentations.
- Publish blog content based on your podcast appearances and talks.
- Include schema markup to help machines understand your content.
“Where are LLMs going to take information about you from? Many places. But your website is your best chance to control the narrative.”
How to Structure a B2B Website for SEO and AEO
Here’s the ideal architecture for a small B2B consultancy or agency site, building on the wider technical SEO foundations every Web3 site needs:
| Page Type | Example URL | Purpose |
|---|---|---|
| Homepage | / | Overview and positioning |
| Service Pages | /services/seo | Target service-specific keywords |
| Audience Pages | /industries/web3 | Target industry-specific queries |
| Case Studies | /case-studies/defi-protocol | Build trust and authority |
| Blog | /blog/ | Capture long-tail traffic |
| About/Speaker | /about/speaker | Personal authority signals |
| llms.txt | /llms.txt | Structured summary for AI agents |
This structure supports both human visitors and AI crawlers.
Frequently Asked Questions
Can a one-page website rank on Google?
It’s extremely difficult. One-page sites lack the topical depth and internal linking structure needed to build authority. Google and LLMs prefer sites with multiple relevant pages organised around a clear topic.
Should I use subdomains for different parts of my site?
No. Subdomains are often treated as separate domains, which dilutes your backlink equity. Keep everything at the domain level to maximize SEO value.
Does my H1 tag need to be the biggest text on the page?
No. The H1 is an HTML tag, not a design choice. You can style it however you want, as long as the code correctly marks it as H1 and includes your primary keyword.
Will an llms.txt file fix my visibility in AI search?
Not on its own. An llms.txt file is a supplement to good content and structure, not a replacement. Build your content foundation first.
Is HTML good for SEO and AEO?
Yes. HTML has been the foundation of web pages since the 1990s. The key is writing clean, semantic HTML with proper heading hierarchy, structured data, and accessible content.
Concerned about how your brand shows up inside AI search tools?
This is exactly what our LLM SEO work is designed to address. https://victoriaolsina.com/services/llm-seo-for-web3/
