A UK golf apparel brand was receiving strong direct traffic and decent paid search returns but had almost no presence in organic search or AI-generated product recommendations — missing a significant and growing share of the golf clothing research journey.
Golf is a high-consideration purchase category. Buyers research extensively before committing — reading reviews, comparing brands, looking for specific product attributes (waterproofing, UV protection, fit) and increasingly asking AI assistants like ChatGPT and Perplexity for recommendations. Our client was invisible in this research layer, ceding mindshare to competitors who had invested in content and were being cited consistently by AI systems.
We ran a 4-month Generative Engine Optimisation (GEO) sprint alongside technical SEO improvements. The work centred on identifying the specific query patterns and product recommendation contexts in which AI systems were citing competitors, then creating structured, evidence-based content designed to win those citations. We also addressed the technical foundations — schema implementation, crawl efficiency, and category architecture — to improve Google organic performance in parallel.
The result was a 47% uplift in organic-attributed revenue within 4 months, alongside an 8× increase in AI citation rate across the core product categories.
// Curve shapes modelled — citations respond first, revenue follows with a lag. Endpoints anchored to stated figures (+47% · 8×).