Company
What the audits actually found
These are real engagements with the brand names removed. The numbers, the gap counts and the first fixes are unchanged.
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Case files
Three audits, three different problems
Home & furniture
National furniture retailer
Strong traditional rankings, near-invisible in AI answers. Eighteen of twenty buying questions were answerable from their own site — just not in extractable form.
- Before
- 3.1%
- Opportunity
- 18 of 20
- Gaps
- 41
Building materials
National tile retailer
An enormous catalog with specifications rendered as images. Assistants could name the brand but not a single product line without prompting.
- Before
- 4.6%
- Opportunity
- 12 of 15
- Gaps
- 37
Amazon storefront
DTC appliance brand
The marketplace listing outperformed the brand site in citations. Cleaning up the listing first, then reclaiming comparison queries, was the sequence.
- Before
- 2.2%
- Opportunity
- 9 of 12
- Gaps
- 24
Before = citation share at time of audit. Opportunity = buying questions their own site could already answer. Gaps = findings in the full report.
Pattern
What gets shipped first
Across every audit, the earliest wins look remarkably similar — and none of them require a redesign.
| Fix | Tier | Effort |
|---|---|---|
| One-sentence entity statement on the homepage | Tier 0 | 2 hours |
| Specifications moved from images into HTML | Tier 0 | 1 sprint |
| Six single-question answer pages | Tier 1 | 3 weeks |
| Structured data reconciled with visible copy | Tier 1 | 1 sprint |
In their words
Reactions from the read-out
We had no idea we were being described instead of cited. Seeing the actual assistant responses was the moment it clicked for the team.
Head of Digital, national furniture retailer
The roadmap was the useful part. Forty findings would have gone nowhere — six ordered ones went into the next sprint.
Ecommerce Director, national tile retailer
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