GEO CASE STUDY
How durhamlane built AI search visibility and a 1,561% ROI
Industry: Professional services
£215,000+ closed-won revenue // 1561% ROI to date // 31% increase in top keyword rankings // 148% lift in conversion rate // £215,000+ closed-won revenue // 1561% ROI to-date // 31% increase in top keyword rankings // 148% lift in conversion rate // £215,000+ closed-won revenue // 1561% ROI to date // 31% increase in top keyword rankings // 148% increase in conversion rate // £215,000+ closed-won revenue // 1561% ROI to date // 31% increase in top keyword rankings // 148% lift in conversion rate //
The challenge
durhamlane is a B2B sales company helping ambitious businesses build pipeline and drive revenue growth. Following a marketing team restructure, they needed to increase inbound qualified leads, but they recognised that organic search, both traditional and AI, wasn’t delivering.
With an in-house content writer and fractional content marketing team already in place, what durhamlane needed was an experienced, technical search specialist to lead strategy and execution.
The solution
We started with a Search Visibility Audit covering keyword research, competitor analysis, organic and AI search performance, and a full technical and content review. This surfaced a clear set of opportunities and formed the basis of a prioritised action plan and agreed KPIs.
Following the audit, durhamlane engaged me as their fractional SEO specialist to own and deliver the plan, getting hands-on in the CMS, collaborating with their content team, and accountable to commercial outcomes.
The work covered three areas:
Technical SEO – Resolving crawl and indexing issues, improving site structure, implementing schema markup, and overseeing other fixes, ensuring both search engines and AI models could accurately understand and categorise the site.
On-site optimisations – Updating existing pages to target commercial-intent keywords, creating new service pages to close structural gaps, rewriting meta data for search and click-through performance, and improving internal linking structure throughout the site.
Blog posts and guest posts – Strategic content targeting both keyword opportunities and the conversational prompts B2B buyers are entering into ChatGPT and other LLMs. Alongside on-site content, we built topical authority and strengthened the backlink profile via guest placements on reputable external sites.
GEO CASE STUDY
The results
durhamlane went from virtually no LLM presence to ChatGPT contributing to closed-won revenue on an equal footing with traditional search.
£215k+
closed-won revenue from search
1,561%
ROI to-date
18 SQLs
generated from traditional and AI search
148%
lift in organic conversion rate
31%
increase in top-10 keyword rankings
Leader
in AI search visibility vs key competitors
“Aimee has been fantastic to work with so far, very proactive and organised. Aimee was able to quickly identify and solve lots of our legacy issues for SEO and has been a key part of getting things back on track.“
– JAMES MIDDLETON, HEAD OF SALES, DURHAMLANE
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01.
Contact form
Get in touch via the contact form here. Send a brief explanation of your business and what's prompted you to explore digital marketing support. I'll respond to your message with suggested dates and times for an introductory call.
02.
Introductory call
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03.
Written proposal
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