Improving Brand Visibility Across AI-Powered Search Experiences

GEO & AI Search Visibility

I analyse how website content, brand entities, structured data, and information architecture support visibility across AI-powered search experiences. My approach combines Generative Engine Optimisation (GEO) principles with practical SEO analysis to identify content gaps, strengthen entity clarity, and improve how website information can be understood and referenced by AI systems.

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CASE STUDY

GEO & AI Search Visibility

Client: Nobel Thomas Accounting
Industry: Accounting & Business Advisory
Market: Melbourne, Australia
Focus: Organic Search Performance, Technical SEO & Generative Engine Optimisation (GEO)

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Project Overview

The objective was to improve organic search visibility across eight commercial landing pages and establish a framework for evaluating visibility across AI-powered search experiences.

The analysis combined Google Search Console performance data with an AI search monitoring process to assess conventional search performance, content discoverability, and opportunities to strengthen the website's representation in AI-generated answers.

Strategy and Execution

  • Optimised eight priority commercial pages covering accounting, business accounting, tax accounting, bookkeeping, tax planning, business advisory, financial advisory and business loans.
  • Improved service positioning, entity clarity, topical coverage and customer-question targeting.
  • Strengthened internal linking between core services and supporting content.
  • Applied E-E-A-T principles and relevant technical SEO improvements.
  • Aligned landing-page messaging and calls to action with commercial search intent.
  • Established an evidence-based measurement framework for organic visibility, keyword performance, AI mentions and citations, and enquiries.

Organic Search Performance

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Key result: Search impressions more than doubled, while the target keyword improved by 15.86 average positions.

Five enquiries were reported over two weeks. Their attribution to organic search or the optimisation work has not been independently validated.

AI Search Visibility

AI search monitoring was introduced to establish a baseline for response coverage and potential visibility opportunities.

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These figures describe the monitoring dataset, not confirmed brand citations or AI recommendations.

The next stage is to validate whether Nobel Thomas is mentioned in relevant AI-generated responses, whether its pages are cited as sources, and how its visibility compares with competing accounting firms.

Key Findings

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  • Organic visibility: Search impressions increased by 103.2% during the reported comparison.
  • Keyword performance: “Accountant Melbourne” improved from an average position of 32.69 to 16.83.
  • AI visibility: Monitoring data is available, but confirmed brand mentions and citations require further analysis.
  • Measurement gap: Enquiry attribution and AI referral contribution need validation before business impact can be quantified.

Recommended Next Steps

  1. Content and entity clarity: Strengthen service descriptions, business identity, expertise signals, and supporting evidence.
  2. Technical accessibility: Validate indexability, crawlability, structured data, and internal linking across priority landing pages.
  3. AI citation tracking: Test a consistent set of relevant prompts and record brand mentions, source URLs, and competitor appearances.
  4. Conversion measurement: Connect organic landing pages and enquiry events to analytics and CRM data where available.
  5. Performance reporting: Compare search impressions, clicks, CTR, keyword positions, qualified enquiries, AI mentions, and verified citations over defined periods.

Outcome and Measurement Status

The reported search data indicates stronger organic visibility and improved average keyword positioning. AI search monitoring establishes an initial measurement framework, but verified AI citation gains and attributable business outcomes remain to be established.

Approach: Evidence-led SEO and GEO, combining content quality, technical accessibility, entity clarity, and measurable search performance.

Measurement principle: AI inclusion is not guaranteed. Success is evaluated through observed visibility, verified citations, organic performance, and attributable business outcomes.

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