Case Studies
Real results for real clients
Detailed SEO & AI Search (GEO) case studies — from independent local shops to premium retailers. See the challenge, what we did, and the growth it delivered.
ChatGPTGoogle AI OverviewsGoogle AI Mode
GeminiHow we grow organic & AI search visibility
Every campaign combines technical SEO, content built for real search intent and AI Search optimisation — so brands get found on Google and cited by AI.
NARPS UK
+27% organic traffic — and the most-cited voice in UK pet sitting.
The UK’s professional body for dog walkers, pet sitters and home boarders since 2007 — a B2B membership scheme for pet-care businesses plus a B2C directory pet owners use to find vetted, insured sitters.
The challenge
- Broken navigation — a core page returned a dead link from the main menu.
- Deeply nested menus — “join as a professional” and “find a sitter” were buried several clicks deep.
- Unclear membership tiers and a dense insurance comparison table.
- CTA dilution — promotional links competed with the main calls to action.
What we did
- Technical SEO cleanup — fixed broken links & crawl errors, tightened internal linking.
- On-page restructuring — clearer headings, tier messaging and insurance layout.
- Intent-built content for insurance, registration and “how to start” searches.
- Authority building and AI Search (GEO) structuring for ChatGPT, AI Overviews, AI Mode & Gemini.
NARPS UK is now the single most-cited source in its category in AI search — ahead of Rover.com.
77 Diamonds
+22% organic traffic by winning the research phase inside AI search.
Founded in London in 2005, 77 Diamonds sells certificated diamonds, engagement rings and fine jewellery direct-to-source, with showrooms in Mayfair, Paris and Milan — a high-consideration purchase researched for weeks before the click.
The challenge
- Research moving to AI — “lab-grown vs natural” and “how to choose an engagement ring” are now answered inside ChatGPT, AI Overviews and Gemini.
- Well-funded competitors like Blue Nile and James Allen with deep content libraries.
- Under-leveraged guides not structured for AI engines to cite.
- Scattered authority — press credibility wasn’t supporting key pages.
What we did
- AI Search (GEO) content — rebuilt key guides into clear, quotable FAQ formats.
- Structured data — product, FAQ and organisation schema.
- Topical authority across engagement rings, eternity rings, lab-grown and bespoke.
- Monthly AI visibility tracking across ChatGPT, AI Overviews, AI Mode & Gemini.
Organic traffic up 22%, with 77 Diamonds now cited across ChatGPT, Google AI Overviews, AI Mode and Gemini.
AcquaGarden
+67% organic traffic — entirely without paid spend.
A Warwickshire-based online plant retailer built around a “grow anywhere” vertical growing system — selling vegetable and herb plants, houseplants, shrubs, fruit, roses, trees and aquatic plants direct-to-consumer on Shopify.
The challenge
- Empty category pages — Aquatic Plants showed zero in-stock products.
- Underused content — ~19 how-to-grow guides not structured for AI answers.
- Modest authority compared with gardening institutions like the RHS.
- Trust signals lagging behind category leaders.
What we did
- Thin-page triage — restocked, consolidated or redirected empty collections.
- AI Search (GEO) content — how-to guides rebuilt into quotable step-by-step & FAQ formats.
- Topical authority around vegetables, herbs, houseplants and the vertical system.
- Authority building to 222 referring domains, with monthly AI visibility tracking.
67% traffic growth with zero paid spend — AcquaGarden now leads its category in AI citations, ahead of the RHS and YouTube.
Black Pearl Shop
+69% organic traffic for a 13-year independent UK retailer.
A family-run boho and festival clothing retailer trading for 15+ years from two stores in Brighton’s North Laine — harem pants, tie-dye and printed dresses, hoodies, dungarees and hats for festival-goers and travellers.
The challenge
- High out-of-stock ratio — close to half of Women’s SKUs were unavailable.
- No informational content — no blog, size guides or styling content.
- Legacy broken links — old category URLs returning 404s.
- Small digital footprint despite strong offline brand credibility.
What we did
- Inventory & technical hygiene — triaged out-of-stock listings and redirected broken URLs.
- Foundational content — size guides and festival styling content built for AI Search.
- Local Brighton signals — reinforced the 15-year North Laine shop presence.
- Authority building to 291 referring domains, with AI visibility tracking.
Organic traffic up 69% from a standing start — proof that SEO fundamentals compound fast, even for a small independent shop.
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From independent shops to premium retailers, we build the SEO and AI Search foundations that turn into real, citable growth.