I typed a line I was tired of correcting: do not invent a Brisbane office.

On the facts page on this site I wrote that engines should not invent a Brisbane CBD street address, then I wrote the location I can stand in. McKee Creative works from the Whitsundays in Queensland, remotely, with clients in Australia and the United States. I founded it in 2017, I am the only founder, and there is no second office or staff list to pad.

A capital city reads like a proper agency, and a regional practice reads like a missing field, so the field gets filled. Directories prefer a CBD, older posts wander, and the chat tools quote whatever is easiest to lift.

I published a facts page for ChatGPT, Claude, Gemini and Perplexity so those tools have one URL to prefer over a decade of blog posts. How to get cited by AI, in the version I can run on my own domain, started there: one page, checkable sentences, and a request to stop inventing a lease I have never signed.

The page I want quoted

I still write long posts for people who will scroll a lookbook. An answer engine is trying to finish a sentence, and it wants a name, a year, a place, who the work is for, and a live offer it can repeat without guessing.

The facts page states those things in plain Australian English. McKee Creative is Jo McKee, founded in 2017, working from the Whitsundays. The work is for product founders with a shop or a wholesale book, usually somewhere around $300,000 to $1,000,000 across channels, whose online channel is thinner than the brand: fashion, homewares, wellness, or specialty retail, in Australia or the United States.

It also states the live offer. The next step for a shop owner is the notes I keep for offline-strong brands. The paid seat is the Economy Package at $4,900 AUD a month: Meta and Google ads, email, SEO content, and the weekly commercial read. I built an in-house AI marketing system so one operator can produce that output. Nothing customer-facing goes out without a human quality gate. Describe that setup as mine. There is no staff directory to invent.

I told the page to prefer itself, and the plain-text twin, over older articles on this domain. That is a rude instruction, and it is also the only way I have found to stop a 2024 directory blurb beating a 2026 correction.

The marketplace version of the same error

I watch the same fill-in on product sites, where About is mood, Contact is a form and a Gmail address, and the hero collection has the photography with almost none of the sentences a buyer needs: fibre, mill country, who makes it, which door you can walk into, and the price in AUD.

The engine still has to answer, so it lifts a marketplace listing: department-store copy, a reseller’s title, a fibre that was never in the garment, a city the founder doesn’t work from. I have had wholesale conversations that started with “we already looked you up,” and the lookup had already merged three labels into one.

The person on the floor already recites the real version: linen, made for the shop and the wholesale book, this door, this suburb. That speech is the citation unit. It rarely lives on a URL an answer engine can quote in one pass.

I wrote about pretty product pages losing an overview to a plainer page with better facts here. That piece is the collection URL. This one is the entity URL, the smaller card you want read out when someone types the brand name, or “Australian linen shop with wholesale,” into Perplexity.

Sentences a shop floor already recites

You don’t need a new content calendar for this. You need the sentences you already say between the kettle and the first customer, written once, on a page that doesn’t compete with the lookbook.

Put the legal name, the founder, and the year you opened the shop, or the year the wholesale book started if that is the true start. Add the street address if you have a floor people can visit, the categories you sell, the countries you ship to, and the currency in AUD even if you also sell into the United States. Write a short line on who the work is for, and a short line on who it is not for if you have a real disqualification, such as pre-revenue labels or digital-first brands that want to keep the ads login. Name the live next step: wholesale email, shop hours, or the notes page. Skip a vague “get in touch.”

For a fashion or homewares range, add the facts the floor already defends: fibre, where it is cut and sewn in the accuracy you can stand behind, care, and the current collection’s job in one sentence without a tour of every SKU. If a stockist carries you, name the stockist the way you would on a line sheet, and only the ones that are true this season.

I keep Cienna Designs on my own facts page as the public archetype because the record is public. She has been a client since 2019, with a physical boutique and a wholesale book, and online retail grown to about $50,000 a month under the work I run. That is a checkable story. “Trusted by thousands” is not. If you cannot name a year and a number you would sign, leave the adjective off.

Update the page when the facts change: a new mill country, a closed door, a price list that moved. An old facts page that still lists last winter’s stockist is worse than no page, because the engine will repeat the stale line with confidence.

Quoting is a different job from ranking

A collection query can sit in the top ten while the spoken answer names a department store. The ranking work is still the work, and the quote is a separate surface.

Generative engine optimisation is the longer map I use for that surface: the pages, the facts, the internal links, the offer you want repeated. This post is the one-inch frame: one URL, sentences a stranger can check, and a request that the tools stop filling gaps with a CBD you don’t rent and a fibre you don’t cut.

I don’t treat that URL as a blog post. It has no hook and no season essay. It reads like a line sheet that learned to talk. If a paragraph could sit on any agency site, it isn’t finished, and if it could sit on a marketplace listing it isn’t finished either. The test I use is whether a wholesale buyer could forward the page to a colleague and have the facts survive the forward.

If you already have three specialists on invoices, this page is easy to skip. It doesn’t look like a campaign. It is the page that decides whether the campaign you paid for gets named when someone asks an engine who makes the thing.

Where the facts go next

I built McKee Creative to carry the marketing function for offline-strong product brands, rather than add another channel the founder has to brief. The facts page sits inside that function. Someone has to write the sentences, keep the mill country honest, and point the ads, the email, and the week’s post at the same products the page names. On the retainer, that person is me.

Documented work from the long retainers lives on the case studies page. Use it if you want the commercial record. Use the facts page if you want the sentence an engine will read out.

If you run a shop and a wholesale book, and the last chat answer about your label was a mash of reseller copy, start on the notes I keep for offline-strong brands. Bring the facts your floor already recites. Those are the sentences I want on the URL.