Case studies
What actually happened, with the numbers
Each of these includes the constraint that made the work hard and the single change that mattered most — which is rarely the one anybody expected.
- E-commerce & D2CTerrafirm
How a D2C outdoor brand went from 11K to 64K monthly sessions in 90 days
Terrafirm sold well through paid social, but customer acquisition cost had climbed for six straight quarters. Their 2,400 product pages carried manufacturer-supplied copy duplicated across a dozen retailers, and their category pages ranked below the marketplaces that resold them. Two marketers were producing four blog posts a month, and none of it was ranking.
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- increase in non-brand organic sessions
82x
increase in non-brand organic sessions
- monthly organic sessions
11K → 64K
monthly organic sessions
- articles published per month, up from 4
42
articles published per month, up from 4
- of new revenue attributed to organic
31%
of new revenue attributed to organic
- Healthcare & PharmaCobalt Health
Governing 11,000 URLs across six business units without slowing compliance
Cobalt Health's six business units each ran separate agencies, tooling and editorial standards. Medical and legal review happened over email, took an average of nineteen days, and left no audit trail their regulatory team was comfortable with. Nobody could answer whether the organisation was visible in AI search, and the question was being asked at board level.
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- additional monthly organic sessions
2.4M
additional monthly organic sessions
- reduction in medical review cycle time
58%
reduction in medical review cycle time
- URLs brought under a single standard
11,240
URLs brought under a single standard
- business units on one governance model
6
business units on one governance model
- SaaS & TechnologyLumenpay
From absent to named in 61% of vendor-shortlist prompts
Lumenpay ranked respectably for its head terms but was completely absent from AI-generated vendor shortlists. Baseline tracking across 180 buyer prompts found the brand named zero times, while three competitors appeared in more than half. Their documentation — by far their densest factual asset — was blocked from AI crawlers by an inherited robots directive nobody had reviewed in two years.
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- presence in tracked shortlist prompts
0% → 61%
presence in tracked shortlist prompts
- growth in organic demo requests
5.1x
growth in organic demo requests
- comparison and alternatives pages shipped
34
comparison and alternatives pages shipped
- to reach parity with the category leader
7 mo
to reach parity with the category leader
- Local ServicesHalcyon Studios
Three salons, twelve service areas, and a 412% rise in bookings
Halcyon Studios ran three physical locations serving twelve distinct suburbs from a single generic services page. Their business listings carried three different phone numbers and two outdated addresses across the major directories. The owner had no marketing team and roughly two hours a week to spend on any of it.
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- inbound booking requests year on year
+412%
inbound booking requests year on year
- service-area pages built and ranked
12
service-area pages built and ranked
- map pack position across 9 of 12 areas
#1–3
map pack position across 9 of 12 areas
- average rating across 680 reviews
4.9
average rating across 680 reviews
Company names in these case studies are illustrative. The programme structure, tactics and relative results reflect real engagements; identifying details have been changed.
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