{"id":72970,"date":"2026-06-10T11:34:12","date_gmt":"2026-06-10T10:34:12","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/how-to-optimise-online-annual-reports-for-geo\/"},"modified":"2026-06-10T11:34:12","modified_gmt":"2026-06-10T10:34:12","slug":"how-to-optimise-online-annual-reports-for-geo","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/","title":{"rendered":"How to optimise online annual reports for GEO"},"content":{"rendered":"<p><a href=\"https:\/\/www.strattoncraig.com\/us\/service\/annual-report-writing\/\" target=\"_blank\" rel=\"noopener\">Annual reports<\/a> have a new stakeholder \u2013 AI search. When presented digitally, corporate reports are an ideal source for generative search, pulling responses when investors, employees, journalists and analysts ask questions like \u201cWhat is this company\u2019s strategy for decarbonisation?\u201d or \u201cHow did revenue change YoY and why?\u201d.<\/p>\n<p>This makes AI search an important opportunity for reporting teams. Annual reports contain so much of what AI algorithms want, including verified data, year-on-year context and forward-looking statements. By packaging all this valuable information in a digitally optimised format, algorithms will be able to reliably analyse and cite your key information, and human readers will be able to find what they\u2019re looking for too.<\/p>\n<p>As a digital storytelling aid that supports both human and AI readers, microsites are stepping ahead of PDFs. They make it easier for either audience to find the information they need and they\u2019re more visually engaging for human readers. But to make the most of an investment in a microsite, it needs to be created to cater for Generative Engine Optimisation (GEO).<\/p>\n<h3>Why reports need to be AI-friendly<\/h3>\n<p>Generative engines don\u2019t \u2018read\u2019 like humans. They prioritise and extract content that\u2019s easy to interpret and reuse. If information is hard to find, they\u2019ll look elsewhere for it. This presents a challenge, as third-party content can appear alongside yours, potentially distorting your brand\u2019s narrative and messaging.<\/p>\n<p>So, while interactive formats can use digital storytelling and multimedia to engage readers, it\u2019s important this interactivity doesn\u2019t come at the cost of machine-readable structure.<\/p>\n<p>Your online report needs two layers:<\/p>\n<ul>\n<li>The experience layer \u2013 the elements humans enjoy (visual storytelling, motion, interactivity)<\/li>\n<li>The retrieval layer \u2013 The fundamentals that AI and search systems need (semantic headings, clean HTML text, stable URLs, accessible assets, structured data signals)<\/li>\n<\/ul>\n<p>If you get both right, you will earn attention and citations.<\/p>\n<h3>A GEO optimisation checklist for online annual reports<\/h3>\n<p>Implementing this layered approach is both a technical and creative exercise. Here are some quick wins to give your report the best chance of being cited.<\/p>\n<h4>1. Make content modular and citable<\/h4>\n<p>Generative engines synthesise information across sources, so modular pages improve the odds that your report is selected as the most direct source for a specific question.<\/p>\n<ul>\n<li>Break the report into topic-led pages (e.g. Strategy, Business model, Performance, ESG, Governance, Risk, Outlook, Financials).<\/li>\n<li>Give each page a clean, stable URL and use descriptive H1\/H2s (not stylised text blocks).<\/li>\n<li>Add \u2018Key takeaways\u2019 and \u2018In summary\u2019 blocks at the top of each section \u2013 these signal to algorithms that information is there to be extracted. Structured summaries and bullet formatting make content easier for LLMs to extract and reproduce too.<\/li>\n<\/ul>\n<h4>2. Write for \u2018answer intents\u2019<\/h4>\n<p>AI search is looking to answer questions, so it\u2019s important that your content is structured with this in mind. Your report isn\u2019t competing to be on the first page of search \u2013 it\u2019s competing to be part of the answer itself, so clarity and extractability matter as much as keywords.<\/p>\n<ul>\n<li>Add Q&amp;A style subheads that mirror real stakeholder prompts (e.g. \u201cHow did we perform this year?\u201d, \u201cWhat are the biggest risks and how are we mitigating them?\u201d, &#8220;What\u2019s changed in our sustainability strategy?\u201d)<\/li>\n<li>Use definition blocks for important terms (e.g. \u2018Adjusted EBITDA\u2019, \u2018Net zero pathway\u2019, \u2018Double materiality\u2019).<\/li>\n<li>Back up claims with evidence. Make sure that all statistics, quotes and other figures have references clearly labelled. This helps show LLMs that you are a trusted source of information.<\/li>\n<\/ul>\n<h4>3. Treat accessibility as a GEO multiplier<\/h4>\n<p>Accessibility is just as important for GEO as it is for compliance and inclusivity. Anything that aids interpretation helps both assistive technologies and AI extraction, making your report more \u2018usable\u2019 as a source. To make your report content accessible:<\/p>\n<ul>\n<li>Avoid embedding important text inside images \u2013 screen readers (and parsers) can\u2019t \u2018see\u2019 it.<\/li>\n<li>Use descriptive alt text for images \u2013 AI and screen readers can\u2019t \u2018see\u2019 images as humans do. Make sure they can understand what the image is about by including text that explains the content and context of it.<\/li>\n<li>Use proper heading hierarchy (H1\/H2\/H3) rather than bold text as faux headings.<\/li>\n<li>If you publish a PDF version, make sure it\u2019s tagged and ordered logically so assistive tech can navigate tables and figures.<\/li>\n<\/ul>\n<h4>4. Use structured digital reporting signals (and reduce ambiguity)<\/h4>\n<p>The IFRS and FRC stress that digital reporting should enhance transparency and accessibility. They highlight the importance of correct tagging and avoiding unnecessary custom extensions because these reduce usability for analysis.<\/p>\n<ul>\n<li>Use standardised accounting tags, avoiding unnecessary custom tags\/extensions.<\/li>\n<li>Where you have an online HTML report, reinforce clarity with on-page tables and well-labelled metrics (not just downloadable spreadsheets).<\/li>\n<\/ul>\n<h4>5. Build trust signals into the report (E-E-A-T for reporting)<\/h4>\n<p>Just like SEO, GEO is strongly linked with trust and authority signals. Essentially, AI search wants to see signs that it should trust your content.<\/p>\n<ul>\n<li>Add clear authorship\/governance signals (who approved it, reporting basis, audit status).<\/li>\n<li>Provide methodologies for ESG metrics and any calculations.<\/li>\n<li>Include a source list or references and frameworks (e.g. GRI, SASB, TCFD, ISSB) with links.<\/li>\n<li>Make it easy to cite \u2013 include \u2018last updated\u2019 dates and consistent section anchors.<\/li>\n<\/ul>\n<h3>A strategic shift: year-round visibility for annual reports<\/h3>\n<p>With AI search extracting information from your annual report, this asset moves beyond a once-a-year moment to an always-on source of truth. Because AI citations can be variable, with sources changing month to month, it is GEO best practice to establish a consistent reporting cadence and continuous improvement loop.<\/p>\n<p>When presented in a microsite, your online annual report can tell AI systems how to talk about you. Reports that are structured to aid extraction by AI, but also written to engage humans will <a href=\"https:\/\/www.strattoncraig.com\/us\/?page_id=72661\" target=\"_blank\" rel=\"noopener\">gain the most visibility<\/a> and build trust.<\/p>\n<p>To find out how to adapt your annual report to an AI-friendly, microsite format, <a href=\"https:\/\/www.strattoncraig.com\/us\/contact-2\/\" target=\"_blank\" rel=\"noopener\">get in touch<\/a> with our team. We can connect you to digital expertise across the <a href=\"https:\/\/www.strattoncraig.com\/us\/about-positive-change-group\/\" target=\"_blank\" rel=\"noopener\">Positive Change Group<\/a> while guiding you through the essentials of GEO writing in the reporting context.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Annual reports have a new stakeholder \u2013 AI search. When presented digitally, corporate reports are an ideal source for generative search, pulling responses when investors, employees, journalists and analysts ask questions like \u201cWhat is this company\u2019s strategy for decarbonisation?\u201d or \u201cHow did revenue change YoY and why?\u201d. This makes AI search an important opportunity for [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":72949,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[324,447],"tags":[],"class_list":["post-72970","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annual-report-writing-us","category-artificial-intelligence-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"Annual reports have a new stakeholder \u2013 AI search. When presented digitally, corporate reports are an ideal source for generative search, pulling responses when investors, employees, journalists and analysts ask questions like \u201cWhat is this company\u2019s strategy for decarbonisation?\u201d or \u201cHow did revenue change YoY and why?\u201d. This makes AI search an important opportunity for [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/\" \/>\n<meta property=\"og:site_name\" content=\"Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-10T10:34:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Stratton Craig\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stratton Craig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/\"},\"author\":{\"name\":\"Stratton Craig\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"headline\":\"How to optimise online annual reports for GEO\",\"datePublished\":\"2026-06-10T10:34:12+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/\"},\"wordCount\":1019,\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg\",\"articleSection\":[\"Annual report writing\",\"Artificial Intelligence\"],\"inLanguage\":\"us-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/\",\"name\":\"How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg\",\"datePublished\":\"2026-06-10T10:34:12+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#breadcrumb\"},\"inLanguage\":\"us-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.strattoncraig.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg\",\"width\":1920,\"height\":1280},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/how-to-optimise-online-annual-reports-for-geo\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to optimise online annual reports for GEO\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#website\",\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/\",\"name\":\"Stratton Craig - Global Copywriting &amp; Content Marketing Agency\",\"description\":\"Written Communication\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"us-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/#\\\/schema\\\/person\\\/5e1a5300b8954ddf765b2a201f88e90b\",\"name\":\"Stratton Craig\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"us-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g\",\"caption\":\"Stratton Craig\"},\"url\":\"https:\\\/\\\/www.strattoncraig.com\\\/us\\\/insight\\\/author\\\/stratton-craig\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/","og_locale":"en_US","og_type":"article","og_title":"How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency","og_description":"Annual reports have a new stakeholder \u2013 AI search. When presented digitally, corporate reports are an ideal source for generative search, pulling responses when investors, employees, journalists and analysts ask questions like \u201cWhat is this company\u2019s strategy for decarbonisation?\u201d or \u201cHow did revenue change YoY and why?\u201d. This makes AI search an important opportunity for [&hellip;]","og_url":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/","og_site_name":"Stratton Craig - Global Copywriting &amp; Content Marketing Agency","article_published_time":"2026-06-10T10:34:12+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2022\/01\/stratton-craig-share.jpg","type":"image\/jpeg"}],"author":"Stratton Craig","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Stratton Craig","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#article","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/"},"author":{"name":"Stratton Craig","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b"},"headline":"How to optimise online annual reports for GEO","datePublished":"2026-06-10T10:34:12+00:00","mainEntityOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/"},"wordCount":1019,"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2026\/06\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg","articleSection":["Annual report writing","Artificial Intelligence"],"inLanguage":"us-US"},{"@type":"WebPage","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/","url":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/","name":"How to optimise online annual reports for GEO - Stratton Craig - Global Copywriting &amp; Content Marketing Agency","isPartOf":{"@id":"https:\/\/www.strattoncraig.com\/us\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#primaryimage"},"image":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#primaryimage"},"thumbnailUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2026\/06\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg","datePublished":"2026-06-10T10:34:12+00:00","author":{"@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b"},"breadcrumb":{"@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#breadcrumb"},"inLanguage":"us-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/"]}]},{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#primaryimage","url":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2026\/06\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg","contentUrl":"https:\/\/www.strattoncraig.com\/wp-content\/uploads\/2026\/06\/towfiqu-barbhuiya-Q69veNk1iJQ-unsplash-1.jpg","width":1920,"height":1280},{"@type":"BreadcrumbList","@id":"https:\/\/www.strattoncraig.com\/us\/insight\/how-to-optimise-online-annual-reports-for-geo\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.strattoncraig.com\/us\/"},{"@type":"ListItem","position":2,"name":"How to optimise online annual reports for GEO"}]},{"@type":"WebSite","@id":"https:\/\/www.strattoncraig.com\/us\/#website","url":"https:\/\/www.strattoncraig.com\/us\/","name":"Stratton Craig - Global Copywriting &amp; Content Marketing Agency","description":"Written Communication","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.strattoncraig.com\/us\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"us-US"},{"@type":"Person","@id":"https:\/\/www.strattoncraig.com\/us\/#\/schema\/person\/5e1a5300b8954ddf765b2a201f88e90b","name":"Stratton Craig","image":{"@type":"ImageObject","inLanguage":"us-US","@id":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f223aed3fe97fd5e2dc17a9a2aca217e0a922a2671c4026e23049bb6ebfade15?s=96&d=mm&r=g","caption":"Stratton Craig"},"url":"https:\/\/www.strattoncraig.com\/us\/insight\/author\/stratton-craig\/"}]}},"_links":{"self":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/72970","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/comments?post=72970"}],"version-history":[{"count":0,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/posts\/72970\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media\/72949"}],"wp:attachment":[{"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/media?parent=72970"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/categories?post=72970"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.strattoncraig.com\/us\/wp-json\/wp\/v2\/tags?post=72970"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}