The challenge
SEO was underutilised and not embedded in the overall growth and brand strategy. There was no enterprise-level SEO framework, key pages used SEO inconsistently, and strategic priorities lacked validation. The firm also had an explicit ambition to appear as a go-to consultancy in AI-driven search results.
Where value was leaking
Mapped onto the Organic Value Chain, three links were holding everything else back.
- Infrastructure SEO wasn't embedded in the growth and brand strategy, and there was no enterprise-level framework.
- Build Key pages used SEO inconsistently.
- Retrieval The firm wanted to be a go-to consultancy in AI-driven search, with no plan to get there.
My role
- SEO strategy advisor to the leadership team
- Designed enterprise-level SEO and GEO frameworks
- Led audits and strategic validation of existing SEO efforts
- Defined the LLM visibility and AI-search optimisation strategy
Strategy and key actions
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Positioning
Repositioned SEO as a strategic growth and brand channel.
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Strategy and roadmap
Built a clear SEO and GEO strategy supported by a structured roadmap.
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Brand alignment
Aligned SEO priorities with business positioning and brand messaging.
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Key pages
Optimised key pages to strengthen authority and consistency.
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GEO
Introduced GEO principles to improve visibility in LLM-based search and discovery.
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Operating framework
Established a scalable framework for ongoing SEO and AI-search optimisation.
The results
Over a 12-month period (Ahrefs): +140% organic visibility growth, +400% keywords in the top 3 positions, +350% keywords in positions 4–5, and a +100% increase in LLM referrals.
Why it worked
SEO stopped being a side task and became part of how the firm positions itself. Pages that tell the same story as the brand give search engines and AI models a consistent account to repeat.