Our client, a global life sciences leader with products across seven divisions, saw behaviour patterns shifting. Patients and healthcare professionals were starting their research in AI Overviews and LLM answers, not just traditional search results, and the client had no visibility into where they stood.
They needed proof that a generative engine optimisation (GEO) strategy could move the needle, and they needed it fast enough to build a business case for rolling it out across their portfolio. Everybody built a four-stage programme, grounded in the same principles behind our wider healthcare SEO work: one that would deliver a quick, measurable win on a single priority site, while leaving the client’s own teams equipped to keep the momentum going.
Our solution
A full GEO benchmark and technical SEO audit
We ran an LLM visibility audit across all seven divisions and multiple products, giving the client a baseline Share of Voice for the first time. From there, we focused in on one priority site, sitting at just 2.23% SoV across priority prompts, and paired it with a technical SEO audit to identify the content gaps, source patterns and citation opportunities holding it back.
Optimising content for LLMs
Audits only matter if they change what's on the page. We restructured the pilot site's content for AI search: modular architecture, clear scannable formatting, in-depth descriptions and mixed media, all built to signal authority to LLMs and earn citations.
Technical and on-page optimisation
Alongside the content work, we fixed the technical barriers the audit had flagged: metadata, schema markup, internal linking and indexation. The result was a site that generative AI platforms could crawl and cite, not just index.
Capability building through training and playbooks
A pilot only proves the model works if the client can run it themselves. We upskilled the brand, content and development teams on GEO and offsite best practice and handed over bespoke marketing playbooks, so the improvements keep compounding long after the project ends.
Our results
Starting from close to zero visibility, the pilot site earned real, measurable ground in AI Overviews and across major LLMs, giving the client the proof point they needed to take the approach to the rest of their portfolio.
478%
increase in LLM citations, from 135 to 780 in a six-month period
+79%
growth in LLM citation Share of Voice, from 2.23% to 3.99% in the same period
17%
ownership of available AI Overviews, from 0 to 211
What drove the results:
GEO-structured content built on a modular architecture
Schema markup and metadata aligned to LLM signals
Technical fixes that removed crawlability barriers
For a brand operating across seven divisions, one pilot was never going to be the whole story. It’s the evidence the client needed to make AI visibility a portfolio-wide priority, with the in-house skills to make it stick, and one step closer to making sure patients and HCPs land on the right information, wherever they start looking for it.
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Get in touch with us to find out how our team can help you increase your brand's AI visibility
