Case Studies

Challenge, approach, result.

Three stories behind the numbers on the results board. Some client names are withheld under NDA — the work and the outcomes are real either way, and I'm happy to add context on a call.

GEO · AI Overviews

Owning every citation slot in an AI answer

A lifestyle & farm ecommerce brand (name under NDA) competing on informational queries in a niche full of aggregators and marketplaces.

Challenge

Google started answering the niche's biggest buying questions with AI Overviews — and the brand wasn't in them. Traffic to classic listings was shrinking as answers absorbed the clicks.

What I did

Rebuilt the key articles answer-first: question-shaped H2s, 40–60 word direct answers, specific numbers and comparison tables, FAQ schema, and consistent entity signals across the site.

Result

For the niche's core pricing query, the AI Overview now cites the client's articles in all three citation slots. A related comparison query cites the site six times in a single answer.

▲ 3/3 citation slots owned ▲ cited 6× in one AI answer

Ecommerce content

The 500W question: owning a money keyword and its AI answer

iSinwheel — an e-mobility Shopify brand selling electric scooters and e-bikes.

Challenge

"How fast does a 500W electric bike go" is a classic pre-purchase query: high intent, heavy competition from review sites, and — since 2024 — an AI Overview absorbing the clicks.

What I did

Wrote the article answer-first: the speed range in the opening paragraph, terrain and rider-weight breakdowns, product-led internal links to the store's collections.

Result

The article ranks for its money keyword and is the cited source in Google's AI Overview for the query — visible live, today. The brand's blog became a template for the rest of the catalog.

▲ AI Overview cited source ▲ ranks for its money keyword

Shopify SEO

Scaling collection pages for a press-on nails brand

BTArtbox — a beauty DTC brand on Shopify with a huge catalog and thin category pages.

Challenge

Dozens of collections competing on high-volume beauty keywords with near-empty pages: no keyword mapping, boilerplate metadata, and no internal links from content to collections.

What I did

Keyword-mapped the collection structure, wrote ranking copy for priority collections (French tips, square press-ons, seasonal sets), templated metadata at scale, and built blog-to-collection internal links from listicle content.

Result

The site's visibility snapshot reached 159.1k organic keywords and ~31.4M monthly views — collection pages doing the ranking work category pages are supposed to do. (Combined team effort; my lane: content + on-page.)

▲ 159.1k organic keywords ▲ 31.4M monthly views

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