Uncharted - Sony Pictures

Service AI Answers

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“Uncharted” as the map to your modern marketing treasure hunt

You’re clinging to the side of a 400-year-old pirate galleon suspended from a helicopter piloted by Mark Wahlberg in the final act of Uncharted. Wind howls. Ropes swing. Cannonballs crash. And all you’ve got is a faded map, a couple of half-decoded clues, and the belief that—somewhere in the chaos—there’s treasure waiting to be found.

That’s what service-based AI marketing feels like right now.

Everyone is dangling in mid-air. Everyone is chasing clues. And nobody has the map.

Product Advantage—and Why Services Get Left Behind

One of my favorite mentors, Donald Miller, uses the electric bike example when teaching how to wireframe a StoryBrand website.

You’re standing over the handlebars, looking straight toward the horizon. Your headline? “Be the Leader of the Pack.”

Products are visual. Tangible. Shareable. Services? They’re invisible. You can’t hold a law firm retainer. You can’t take a selfie with cybersecurity. You can’t “unbox” a compliance audit.

But you still have to enter the arena if you expect AI engines to deliver answers about what you do.

And here’s the uncomfortable truth:

If you don’t create the clues, AI can’t find the treasure.

That’s the entire game.

Real Work Behind “Service AI Answers”

Here’s what I shared with a marketing group recently—because everyone thinks this takes 15 minutes.

Your first structured data drill? Plan on 2–3 focused hours. Minimum.

As you build your first true service schema:

You’ll find yourself tightening everything else too:

  • Your homepage meta title and description
  • Your H1 and on-page messaging
  • Your organization schema
  • And worst of all… your services page

Because your main services page is almost always the weakest link. By the time you finish the schema exercise, you’ll realize your own messaging isn’t nearly as clear—or as helpful—as you thought.

Category and serviceOutput become the mirror you didn’t know you needed

Both are uncomfortable but incredibly valuable thought exercises. They force you to get painfully specific.

Specificity is what AI reads. Specificity is what AI ranks. Specificity is what prospects trust.

Then the twist

You suddenly identify 10+ missing subpages you should have had all along—each one requiring FAQ schema to answer real prospect questions.

Because schema isn’t magic. Schema is the clue trail that tells AI:

  • what your page is about,
  • who it is for,
  • and what answers it contains.

If you don’t have the content these clues point to? AI simply ignores the schema like a dead-end riddle.

Silver Lining: Instant Feedback

Unlike classic SEO, where you “wait for Google,” you can test instantly:

This alone puts you miles ahead of firms doing nothing.

We haven’t seen local search ranking movement yet—and we shouldn’t expect to for a bit—but this is an investment in ourselves. A bet on clarity. A commitment to helping our ideal client find us.

And frankly… it beats waiting around hoping things magically improve.

Service Schema You Can Use

(Customized for a law firm)

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Service",
  "serviceType": "Legal Services",
  "provider": {
    "@type": "LegalService",
    "name": "Example Law Firm",
    "url": "https://www.examplelawfirm.com",
    "logo": "https://www.examplelawfirm.com/images/logo.svg"
  },
  "areaServed": [
    {
      "@type": "Place",
      "name": "Tulsa",
      "address": {
        "@type": "PostalAddress",
        "addressLocality": "Tulsa",
        "addressRegion": "OK",
        "addressCountry": "US"
      }
    },
    {
      "@type": "Place",
      "name": "Oklahoma",
      "address": {
        "@type": "PostalAddress",
        "addressRegion": "OK",
        "addressCountry": "US"
      }
    },
    {
      "@type": "Country",
      "name": "United States"
    }
  ],
  "url": "https://www.examplelawfirm.com/practice-areas",
  "description": "Legal representation for individuals and businesses with expertise in litigation, contracts, estate planning, and compliance.",
  "category": [
    "Litigation",
    "Business Law",
    "Contracts",
    "Estate Planning",
    "Compliance",
    "Employment Law",
    "Cyber Law",
    "Intellectual Property"
  ],
  "audience": {
    "@type": "Audience",
    "audienceType": [
      "Individuals",
      "Small businesses",
      "Professional practices",
      "Financial and healthcare organizations"
    ]
  },
  "makesOffer": [
    {
      "@type": "Offer",
      "category": "Consultation",
      "name": "Initial Legal Consultation",
      "price": "0",
      "priceCurrency": "USD",
      "url": "https://www.examplelawfirm.com/contact",
      "description": "Free consultation for organizations evaluating legal representation or seeking second opinions."
    }
  ],
  "serviceOutput": [
    "Legal advice and representation",
    "Contract drafting and negotiation",
    "Litigation support and courtroom representation",
    "Compliance guidance",
    "Risk assessments",
    "Policy development",
    "Estate document preparation",
    "Regulatory defense",
    "Dispute resolution and mediation",
    "Annual legal review"
  ]
}
</script>

This gives a law firm a crystal-clear blueprint—and most importantly, a repeatable template for every other practice area page.

Closing Thought — Finding the Treasure

In the end, the treasure wasn’t found by luck or brute force. It was found by following the clues—carefully, deliberately, one piece at a time—until the map revealed the destination.

Service AI Answers works the same way.

You’re not guessing. You’re not “hoping for SEO.” You’re building the map.

You’re creating the clues AI engines follow to lead prospects straight to you.

And in a world where everyone else is flying blind?

That makes you the one holding the compass.

👉 Take the 1-minute quiz to see if you’re taking an expensive gamble on your IT and your business. Then schedule your Cyber Risk Analysis.

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