Note: This case study describes a composite of work done across multiple client engagements to illustrate the AI search optimization process. Specific identifying details have been generalized.
This AI search optimization case study answers one of the most common questions Grand Rapids business owners ask us: what does the process actually look like in practice? We walk through it step by step — from the initial AI Visibility Audit through implementation and measured results.
The Starting Point
A local professional services firm in West Michigan had invested steadily in traditional SEO over the previous three years. They ranked well for several competitive keywords, had a technically solid website, and a healthy backlink profile for their market size.
When we ran an initial AI visibility test — querying ChatGPT, Gemini, and Perplexity with the searches their target clients were using — the business didn’t appear in any AI-generated responses. Their top two competitors did, consistently.
The AI Visibility Audit revealed three specific gaps that explained the difference.
Gap 1: Content Structure
The firm’s website had strong service pages and solid blog content — but almost none of it was structured for AI citation. Their articles opened with context-setting introductions before getting to the point. Their service pages described what they did in broad strokes without answering the specific questions clients ask when researching their options.
The competitors being cited by AI had structured their content differently: direct answers in the opening paragraph, explicit FAQ sections, and clearly labeled step-by-step processes.
What we did: Rewrote the top eight service and blog pages using answer-first structure. Added FAQ sections (four to six questions each) to every service page. Added FAQPage schema to all updated pages.
Gap 2: Author Identity
All of the firm’s website content was published without author attribution — no named expert, no bio, no credentials. The competitors appearing in AI search had content attributed to named partners with detailed bio pages, LinkedIn profiles, and external mentions that established their expertise independently.
What we did: Created author pages for the firm’s two primary experts, complete with professional photos, detailed bios, credential listings, and links to their LinkedIn profiles and two external publications they’d been featured in previously. Updated all existing content to include author bylines linking to the new author pages.
Gap 3: Third-Party Authority Footprint
The firm’s authority was almost entirely self-contained. Their own website was well-developed, but there was minimal external validation: no press mentions in the past 18 months, no podcast appearances, limited industry directory presence.
The competitors being recommended by AI had developed a pattern of consistent external presence: quarterly guest articles in regional business publications, regular podcast guest appearances, active chamber and industry association involvement.
What we did: Built a six-month external authority plan. In the first quarter: submitted the firm to four relevant industry and local business directories, secured two guest article placements (one in a state-level professional association publication, one in a West Michigan business journal), and arranged two podcast appearances in their target client industry.
Results at Six Months
- The firm appeared in ChatGPT responses for three of the eight queries tested (versus zero at baseline)
- Google AI Overviews began featuring the firm’s FAQ content for two local advisory queries
- Perplexity cited a guest article the firm had published as a source for a relevant research query
- Traditional organic traffic increased 22% over the same period — the same content improvements that helped AI visibility also improved traditional search performance
What This Illustrates
The changes that drove these results weren’t exotic. They were specific, consistent, and focused on signals that AI systems actually use: content structure, demonstrated expertise, and third-party authority. For a deeper look at the technical underpinnings, Google Search Central is an invaluable reference for understanding how crawling, indexing, and authority evaluation work.
The most significant insight: the firm’s traditional SEO was strong. What they were missing were the AI-specific layers — content structure, author identity, and external authority — that determine whether AI systems cite you or skip you.
Related reading: The three gaps in this study are covered in detail in why businesses don’t appear in AI search results and our 17 ways to improve AI citations. Learn about our AI Search Optimization services for ongoing support.
Every engagement at One With Digital begins with an AI Visibility Audit — because the specific gaps differ for every business. Contact us to get started.
