SEO, GEO & Technical Specs

From Matt Cortland, Prime Directive AI (CTO, Beachhut) · 5 March 2026

Technical requirements for the new beachhutpr.com build — search engine optimization, generative engine optimization, and analytics setup.

1. Site Architecture for Search Engines

The website needs a structure that search engines (and LLMs) can easily crawl and understand.

Required files at root level

/sitemap.xml — Auto-generated XML sitemap listing every page on the site. Submit to Google Search Console and Bing Webmaster Tools after launch.
/robots.txt — Tells crawlers what to index. Should allow all public pages:

User-agent: *
Allow: /
Sitemap: https://beachhutpr.com/sitemap.xml

Metadata on every page

Every page needs proper <head> metadata:

<title> tag — unique per page, under 60 chars, include primary keyword
<meta name="description"> — unique per page, 150-160 chars, compelling summary
Open Graph tags (og:title, og:description, og:image, og:url) for social sharing
Canonical URL (<link rel="canonical">) to avoid duplicate content issues
Structured data (JSON-LD) where applicable — at minimum Organization schema on the homepage

Page structure

Use semantic HTML: one <h1> per page, followed by <h2>, <h3> in hierarchy
Every image needs descriptive alt text
Internal linking between related pages (services linking to verticals, verticals linking to locations)

2. SEO Landing Pages (Verticals)

To rank for terms like "tech PR agency", "AI PR", "deep tech PR", we need dedicated landing pages per vertical. These pages don't need to be in the main navigation — they can be unlinked from the menu but still indexed.

Required vertical pages

URL	Target Keywords	Purpose
`/deep-tech`	deep tech PR, AI PR, machine learning PR	Core vertical — showcases Beachhut's specialism
`/fintech`	fintech PR, financial technology PR	Media relations vertical
`/corporate-communications`	corporate comms agency, crisis communications	Including crisis comms
`/global-pr-strategy`	international PR agency, global PR strategy	European reach positioning

Content guidance for vertical pages

Each page should mention the target keywords naturally throughout (heading, intro, body, CTA)
Include relevant case studies, client logos, or testimonials where possible
Each page should have at minimum 500-800 words of unique content
Link back to the main services page and to relevant geo pages

3. Geo-Specific Landing Pages

Beachhut operates from 4 European offices: Dublin, London, Belfast, Amsterdam. We need dedicated location pages so the site ranks when someone searches "tech PR agency London" or "PR agency Dublin".

Required geo pages

URL	Target Keywords
`/dublin`	PR agency Dublin, tech PR Dublin, deep tech PR Ireland
`/london`	PR agency London, tech PR London, deep tech PR UK
`/belfast`	PR agency Belfast, tech PR Northern Ireland
`/amsterdam`	PR agency Amsterdam, tech PR Netherlands, PR agency Europe

IP-based geolocation (optional but recommended)

A visitor from the UK sees the London page content or gets a subtle prompt
A visitor from Ireland sees the Dublin page
A visitor from the Netherlands sees the Amsterdam page
Everyone else sees the general homepage

This can be done via a lightweight JavaScript library or a CDN-level redirect (e.g. Cloudflare Workers, Vercel Edge Middleware). It should be a soft suggestion, not a hard redirect.

4. Generative Engine Optimization (GEO)

LLMs (ChatGPT, Gemini, Perplexity, Claude) now surface websites in AI-generated answers. To ensure Beachhut appears in AI search results:

What LLMs need from the site

Clean, crawlable HTML — LLMs ingest page content directly. Avoid content locked behind JavaScript rendering. Server-side rendering (SSR) or static generation is strongly preferred.
Clear, factual statements — Pages should include clear statements like "Beachhut PR is a European tech PR agency with offices in Dublin, London, Belfast, and Amsterdam."
Structured data (JSON-LD) — Organization, LocalBusiness (per office), and Service schema help LLMs understand what the company does
Consistent NAP (Name, Address, Phone) across all pages and external listings
Sitemap and robots.txt — LLM crawlers use these. Do NOT block AI crawlers.

robots.txt should explicitly allow AI crawlers

User-agent: GPTBot
Allow: /

User-agent: Google-Extended
Allow: /

User-agent: ClaudeBot
Allow: /

User-agent: PerplexityBot
Allow: /

5. Google Search Console & Analytics Setup

Google Search Console

Verify domain ownership (DNS TXT record or HTML file method)
Submit /sitemap.xml
Request indexing for key pages after launch
Monitor: Core Web Vitals, mobile usability, indexing coverage

Google Analytics 4 (GA4)

Create a GA4 property for beachhutpr.com
Install the GA4 tag on every page (via Google Tag Manager is cleanest)
Set up conversion events: form submissions, email clicks, phone clicks
Enable enhanced measurement (scroll depth, outbound clicks, site search)

Google Business Profiles

Each office location should have its own Google Business Profile linked to the site:

Beachhut PR Dublin
Beachhut PR London
Beachhut PR Belfast
Beachhut PR Amsterdam

6. Technical Checklist

Item	Priority	Notes
Mobile-first responsive design	Critical	Site must work perfectly on mobile
Page load speed < 3 seconds	Critical	Compress images, lazy load, minimize JS
HTTPS everywhere	Critical	Already in place
sitemap.xml	Critical	Auto-generated, submitted to Search Console
robots.txt	Critical	Allow all crawlers including AI bots
Unique title + meta description per page	Critical	No duplicates
Open Graph tags	High	For social sharing (LinkedIn especially)
JSON-LD structured data	High	Organization + LocalBusiness + Service
Vertical landing pages (4)	High	/deep-tech, /fintech, /corporate-communications, /global-pr-strategy
Geo landing pages (4)	High	/dublin, /london, /belfast, /amsterdam
Image alt text	High	Descriptive, keyword-relevant
Internal linking	Medium	Services to verticals, verticals to locations
IP geolocation	Medium	Soft redirect to relevant location page
Google Business Profiles (4)	Medium	One per office
GA4 + Tag Manager	Medium	Set up before launch
Favicon + apple-touch-icon	Low	Brand consistency

Key message: The site's structure and metadata matter as much as the visual design. A beautiful site that search engines and LLMs can't parse won't generate inbound leads. The vertical and geo landing pages are the highest-impact SEO work — they signal to Google (and AI engines) that Beachhut is a real presence in deep tech PR across Europe.