The challenge
The blog had 180 articles, many thin or overlapping, and organic clicks had been flat for a year. Product pages ranked poorly for the terms freelancers actually search, such as “self assessment software”.
When we tested 30 common questions in ChatGPT, Perplexity and Google’s AI Overviews, the brand was mentioned in one answer.
What we did
- Technical clean-upWe fixed crawl errors, merged 64 overlapping articles into 22 stronger ones and redirected the rest.
- Keyword planTopics were chosen from Search Console data and competitor gaps, prioritising terms close to a sign-up.
- Answer-first contentNew and refreshed pages open with a direct answer, use clear headings and FAQ schema, and cite HMRC guidance where it matters.
- AI visibility trackingThe same 30 prompts are checked every month across ChatGPT, Perplexity and Google AI Overviews.
Who does what
Handled by automation
- Weekly rank and click tracking from Search Console
- Monthly AI-answer checks across 30 prompts
- Alerts for pages that lose traffic or rankings
Owned by our team
- Keyword strategy and content briefs
- Writing and editing, checked by a qualified accountant
- Technical fixes and internal linking
Results
| Measure | Before | After |
|---|---|---|
| Monthly organic clicks | 8,200 | 17,900 |
| Keywords in Google’s top 3 | 6 | 23 |
| Tracked AI prompts citing the brand | 1 of 30 | 9 of 30 |
| Free trials from organic search | 310 / month | 510 / month |
Organic results build over time. Most of the growth came in months four to seven.
Tools
- Search Console
- GA4
- WordPress
- Ahrefs
This is a sample case study, shown while our client studies are approved for publication.