Chapter 07 · Search, social search and answer engines
A post that cannot be quoted is a post that stops working the day it stops trending.
Three jobs now, not one: rank in Google, rank in the platform’s own search, and get lifted into an AI answer. Roughly 40% of information-seeking queries no longer start in a search engine at all — and conexeu.com currently carries no structured data for any of them to read.
Three jobs
Social search, web search and answer engines want overlapping but different things
Instagram and TikTok are now search engines with their own ranking factors, Google surfaces both inside its results, and AI answer engines cite whichever is structured enough to quote. Conexeu can only act on two of those three surfaces today — TikTok is deferred for the reasons in Chapter 06 — which raises rather than lowers what the site itself has to carry.
In-platform search
Ranks on-screen text, captions, the account name field and the bio — not hashtags. Burned-in captions and keyword-bearing on-screen text are the whole mechanic here.
Surfaces TikTok in video results, YouTube in standard results, and pulls social into AI Overviews. Social also drives the branded-search volume that Google reads as an authority signal.
Answer engines
Evaluate each paragraph independently as a citation candidate. A passage that opens with a direct declarative answer, in plain language, that stands without context, is what gets lifted.
A carousel slide cannot be cited. A paragraph can. Every social argument has to exist twice.
Roughly 44% of LLM citations originate in the first 30% of a page, and models settle their understanding of what a page is about inside roughly the first 540 words. So the mechanism argument being made on slide four of the carousel has to also appear as a 40–60 word answer near the top of the aesthetics page, under a question-shaped H2.
This is the highest-leverage and least glamorous work in the plan. It is also the only part that keeps paying after the post stops circulating.
The entity problem
Conexeu currently has two identities and no structured record of either
Answer engines resolve a company to an entity and then follow that entity’s links. Conexeu’s entity is split across two properties, spelled two ways, with no authoritative node on the property it controls.
- No Organization or Corporation node anywhere on conexeu.com. Not a missing Person entity — nothing at all. The marketing site makes no machine-readable claim about who it belongs to.
- ir.conexeu.com publishes a competing Corporation node with a street address but no
tickerSymbol,url,logo,sameAsor identifiers. Two Corporation records for one company splits the entity, and the IR property is on Equisolve, outside our access — it is a vendor ticket. - The legal name conflicts across properties. SEC EDGAR spells it Conexeu Sciences Inc. with no comma; the IR schema uses a comma. That string is the anchor for the whole graph, so it has to be settled before any node is written — and then used identically in both social bios.
- No canonical tag on any page, and one meta description across all twelve. Duplicates get discarded, so the effect is the same as having none.
- The social profiles are the strongest
sameAssignals available and they currently point at nothing. LinkedIn and Instagram both carry verified, consistent brand identity. Wiring them into an Organization node is the single cheapest AEO win on the list.
A brand-canon conflict worth settling at the same time
The Nov-2025 brand guide in the Oracle vault specifies PP Neue Montreal with a blue, green and pink palette. The live conexeu.com stylesheet runs on a dark-teal-green and gold system with IvyPresto Display for headlines and Inter for body — and the licensed brand font is still flagged as a vault gap.
This document is built on the live tokens, because that is what a clinician who clicks through from a post will actually see. But social templates cannot be built twice: the canon needs one answer before Chapter 08 phase two produces the carousel master.
The queries to own
Eight queries where Conexeu should be the cited answer
Chosen for three properties: the question is genuinely open, the answer does not require an efficacy claim, and Conexeu is the most credible available source. Baseline all eight before any of the work in Chapter 08 ships.
| Query | Surface | Who owns it now | Conexeu’s claim |
|---|---|---|---|
| What causes Ozempic face? | AI + Google | Dermatology practices and journals | The structural framing — subcutaneous adipose architecture, not surface volume. Nobody owns this sentence. |
| How do you treat GLP-1 facial volume loss? | AI + Google | HA filler content, consensus guidance | The third category. This is the query the seven-slide carousel is built for. |
| What is an extracellular matrix scaffold? | AI | Peer-reviewed literature | Plain-language definition with a named example. Currently only answerable from journals. |
| Alternative to fat grafting | Google + TikTok | Renuva and practice blogs | Mechanism-level entry, not a product claim. High-intent and lightly defended. |
| Filler vs biostimulator vs scaffold | AI + IG search | Nobody — the three-way comparison does not exist | Format 04, verbatim. This is the cleanest unclaimed query in the set. |
| 3D bioprinted breast reconstruction | AI + Google | CollPlant, academic groups | B.R.E.A.S.T.™ and the Wake Forest programme, told by the CSO. |
| Is there an alternative to breast implants? | Google + TikTok | Surgical practices | “Regenerate, don’t replace” — already written, posted once, on a static frame. |
| Conexeu Sciences / CNXU | All | Split between conexeu.com and ir.conexeu.com | Blocked until the entity work above is done. This is the branded query the social programme will create demand for. |
Ownership assessments are our read as of 2026-08-20, from the search and answer-engine results returned for each query. Re-baseline monthly — for commercial and evaluation queries, the large majority of AI citations come from pages updated inside twelve months, so freshness is a gate, not a nicety. Where TikTok is named as a surface, that is a statement about where patients search, not a recommendation to post there — two of these queries are won on conexeu.com and in Reels, which is the point of Chapter 06.
Profiles as landing pages
Both existing profiles are currently optimised for nothing
- Name field carries the keyword. In-app search weights the account name field heavily. “Conexeu Sciences | ECM Scaffold” is findable; “Conexeu Sciences Inc.” alone is not.
- Bio opens with what it is, not what it believes. The Instagram bio currently opens on “committed to a rigorous, science-led approach”. Lead with ECM scaffold, tissue regeneration, Nasdaq: CNXU.
- Same legal-name string everywhere. The EDGAR spelling, no comma, identical in both bios, both schema nodes and every profile field.
- Alt text on every static and carousel frame. It is read by search, by answer engines, and by clinicians using screen readers.
- The link is one destination and it is not the homepage. Send everything to the page the post argues for — and not the aesthetics vertical until that URL is fixed.
Freshness note that applies to this whole chapter: for commercial and evaluation queries, 83% of AI citations came from pages updated within twelve months and more than 60% within six. An un-updated page silently ages out of the citation pool, which means the Chapter 08 cadence is an AEO requirement, not just a social one.