Content optimisation to earn AI citations
We build the specific content models need to recommend you — based on what your company genuinely knows, not what’s already written in fifty other places.
This service picks up where the AI Visibility Check ends: with a clear map of which questions matter in your sector and what’s missing to appear in the right answers.
An automated diagnosis tells you which questions you’re not answering. What it can’t tell you is what your company genuinely knows to answer them better than anyone else — and that’s what determines whether the content we build gets cited by AI or goes unnoticed.
The groundwork nobody does
Two speeds running in parallel.
From the first cycle there are improvements that don’t require new content: existing pages that aren’t structured for models to extract, headings that don’t answer any real question, content that exists but AI can’t read because it’s buried or poorly organised. That gets fixed quickly and generates the first results while the deeper work progresses.
The deeper work is what no automated tool can do: identifying what your company genuinely knows that no other company knows the same way. Not what the website says — what the people who solve the hard cases know, who hear the real objections on the first call, who know the processes that differentiate you but have never been written in a way AI can cite. That specific knowledge is what produces content models recommend because they find nothing like it anywhere else.
What you’ll get
- A prioritised list of pages to create or improve — by business impact, not by how much people search for that keyword on Google.
- Copy ready to publish, in your brand voice and with the structure models prefer.
- Before/after screenshots in ChatGPT, Perplexity, Gemini and AI Overviews showing the documented change.
- A tracking system that detects what's working, what's falling short, and what needs adjusting in the next cycle.
What we build?
FAQs, comparisons and short guides built around the exact question your buyer asks — with the structure each model rewards in your specific sector.
Clear headings, summaries up front, clear next steps. The content you already have, rewritten so models can extract and cite it.
Real data, documented case studies and verifiable promises. No generic claims that models ignore because no external source can confirm them.
We identify where it makes sense to build presence in your sector — and build the content that makes it possible.
We run real prompts across the models, measure the results, and adjust as new information comes in. Content isn’t a one-off deliverable: it’s a living organism that evolves with the data.
Who it’s for
- The same criterion as the Check: if the business volume that a visibility improvement can move — by margin, by quantity, or both — justifies the investment.
- It makes particular sense when the Check has already identified the opportunities and there’s a clear map of what to build. Or when you know AI is answering questions in your sector and your current content isn’t designed for that channel.
- We work with companies in the UK, the US, Spain & LATAM of any size, in English and Spanish. Typical sectors: professional services, legal, private healthcare, B2B software, industrial, training, financial, insurance, distribution and specialist retail.
Choose your visibility tracking plan
All three plans include the same service. What varies is how often we work together — and therefore, how fast your visibility grows.
Most clients go through all three phases. We start weekly while building visibility from scratch — usually two or three months. When the metrics show that presence is established, we move to fortnightly. And when the work is mainly maintenance and fine-tuning, to monthly.
It’s not an automatic step-down. It’s a decision we make together when the data says it makes sense. And the criteria is always the same: what pace does your business need right now?
To get a clear picture of how AI models present your business — and what to prioritise first, without heavy production work.
Same approach as the monthly plan, but with double the pace and volume — so you can fix, publish and improve faster.
For projects that need fast turnaround.
Frequently asked questions about Content Improvement
How the work works
What do you need from us to get started?→
Less than you probably think. At the outset, we need you to introduce us to the people who know the business from the inside: whoever handles the difficult cases, whoever speaks to clients in the first call, whoever knows why clients choose you over the competition.
We record those conversations — they are the primary source for the content we will build. We do not need documents or materials prepared in advance. We ask for contacts and people's time, not writing work from your team.
Do you deliver ready-to-publish copy or just recommendations?→
Ready-to-publish copy. Not reports with suggestions: pages, FAQs, comparisons and guides structured so that models can extract and cite them.
For the tone to be yours, we need a few reference texts at the start that represent how your brand communicates — product or service catalogues, proposals, presentations, articles, whatever you have. From there we write in your voice, not ours.
For companies with technical content or internal approval processes, we work directly with the relevant technical or commercial staff to build the copy — and that copy goes through your internal filter before it reaches Marketing. We coordinate that process; the final sign-off is yours. You review, approve and publish.
How do you decide what content to adjust and what to leave as it is?→
From tracking data — real prompts run in the models, result screenshots, citation logs — we identify which pages are being cited, which were ignored, and which appear but with arguments that do not represent the company accurately.
That reading determines the work for the next cycle. Not every adjustment means new content. Sometimes the model cites the page but extracts the wrong paragraph — and the intervention is restructuring, not rewriting. Other times the content exists but the external source amplifying it does not carry enough weight. Tracking makes it possible to distinguish those cases and act at the exact point where the problem lies.
Scope and fit
Does this service come after the Visibility Audit, or can I commission it directly?→
It comes after, and there is a practical reason: without the map the Visibility Audit produces — which questions matter in your sector, what each model sees about your company, where the specific opportunities are — the content work has no clear direction. Building without that prior diagnosis means writing without knowing which question you are answering.
If you have already done the Audit, this service starts with that map in hand. If you have not, the starting point is the Audit.
Can you work with content we already have, or do you always start from scratch?→
We work with what already exists wherever possible. In most cases there are pages that, with a restructure — a title that answers a real question, a summary at the top, steps in a clear order — can already start being cited. That is done quickly and generates the first results while the new content work progresses.
What does require creation from scratch are the questions your sector asks AI that no one in the market answers well yet. That gap is the opportunity, and filling it is the most valuable work.