The Evidence Engine
What it is
The part that does the work. It finds what AI search is missing about you, writes the missing piece, publishes it, and then checks on a later run whether it made any difference. It runs on a schedule. You don't have to press anything.
Why it matters
When somebody asks an AI "who's the best roofer in Bath", the AI doesn't make the answer up from nothing. It answers from what it can find written down. So if there's nothing written down that shows you fix roofs in Bath — no clear explanation, no examples of jobs you've done, no answers to the questions people actually ask — the AI can't name you. Not because you're bad at your job. Because there's nothing to point at. A missing piece like that is what we call an evidence gap. The engine finds them and fills them in.
How the loop works
1. FIND — it asks AI engines the questions your customers ask, sees where you're absent, and reads your own site so it only flags things you genuinely don't have. 2. BUILD — it writes the missing piece, grounded in your real business. If it hasn't got enough real information to work from, it stops instead of inventing something. 3. PUBLISH — to your own site where you've connected one, and to your Google properties. 4. VERIFY — on the next run it asks the same questions again and records whether anything changed. That last step is the one most tools skip. Building something and never checking is just activity.
It paces itself over days rather than dumping everything at once — a hundred pages appearing overnight looks exactly like spam, to Google and to a reader.
Gap found: nobody has written anything comparing your service to the obvious alternative → engine writes an honest comparison → publishes it → two weeks later the same question names you