Fix the crawl first
Log-file analysis showed crawlers spending most of their budget on faceted URLs. Server rendering, canonical discipline and a rebuilt internal link graph came before any new content.
B2B software · 2026
Becoming the answer AI assistants give in a crowded category
Technical SEO, answer-engine optimisation and paid acquisition that grew organic sessions 186% and made the client the most-cited vendor in AI assistant answers for their category.
8 months
Engagement length
6 specialists
Delivery team
+186%
Organic sessions
4.1x
AI assistant citations
The situation
What we walked into.
The client ranked on page three for every term that mattered and appeared in almost no AI assistant answers, while competitors with weaker products were being recommended by name. Their site rendered client-side and Googlebot was indexing empty shells. Paid search was covering the gap at an unsustainable cost per lead.
Client profile
Client
Enterprise software vendor
Industry
B2B software
Duration
8 months
Team
6 specialists
Approach
The decisions that mattered.
Not a chronology — the four calls that determined how the project turned out.
Entity-first content
Pillar pages and clusters written around the questions buyers actually ask, with schema and consistent entity signals so machines could parse what the company does.
Optimising for citation
We tracked how ChatGPT, Perplexity and AI Overviews answered 240 category prompts, then restructured content into the extractable, factual formats those systems quote.
Paid as a testing lab
Ad campaigns validated messaging fast, and the winning language flowed back into organic pages instead of dying in an ad account.
What we shipped
Delivered scope.
- Server-rendered site migration with Core Web Vitals rebuild
- Full schema and entity implementation across templates
- Twelve pillar pages and 84 supporting cluster articles
- AI citation tracking across 240 monitored buyer prompts
- Digital PR programme earning 60+ referring domains
- Paid search and LinkedIn campaigns with server-side attribution
Technology
Next.jsSchema.orgAhrefsScreaming FrogBigQueryLooker StudioGTM server-side
Results
What changed for the business.
+186%
Organic sessions in six months
4.1x
Citations in AI assistant answers
-46%
Cost per qualified lead
2.4x
Marketing-sourced pipeline
- Now the most frequently cited vendor in the category across the three assistants tracked.
- Core Web Vitals moved from failing to passing on 96% of monitored URLs.
- Organic overtook paid as the largest source of qualified pipeline in month seven.
We stopped arguing about keywords and started asking what ChatGPT says when a buyer describes our problem. That reframing is what changed the numbers.
Enterprise software vendor
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