Winning AI overviews for HR SaaS with entity-first GEO

Challenge

Our client ranked well for several core terms, but lost visibility inside AI overviews for high intent topics like payroll compliance and onboarding. Traffic was stable, yet conversions from organic were flat because buyers were starting in AI powered results.

Approach

We treated GEO as an entity problem. We mapped the brand, product, and topical entities, identified missing relationships, and rebuilt the information architecture around clusters buyers ask about. We added organization, product, FAQ, and author schema, connected authoritative sources, and published reference content designed to be cited. We layered authorship with real experts and EEAT signals and updated internal linking to surface the right context in fewer clicks.

Build

Delivered an entity map, cluster plan, and 18 briefs. Implemented schema across the site, added content provenance, and launched a lightweight monitor that scraped AI overviews for target queries. We tracked appearances, citation share, and assisted sessions alongside traditional SEO.

Impact

Over 90 days, our client increased appearances in AI overviews by 68 percent, doubled the number of answers that referenced their resources, and lifted assisted organic leads by 34 percent. Leads were better qualified and moved faster through discovery calls.

Stack

GA4, GSC, custom overview monitor, BigQuery, dbt, schema coverage in CMS.