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Case study · SaaS

A software company whose comparison pages finally got cited

Named in 9 of 25 buying questions before, 17 of 25 after five months, and demo requests from search up by half.

Engagement: 5 monthsServices:Content and on-page SEOAI visibility (AEO)Entity and schema setup

Who: A project-management software company with a team of about sixty and customers in several countries.

Buying questions where the product is named
17 of 25from 9 of 25
Demo requests from organic search a month
52from 34
Review sites with accurate feature lists
4 of 4from 1 of 4
Assistant answers with a correct feature list
9 of 10from 4 of 10
Comparison pages rebuilt
5from 0
Product and integration pages with valid markup
24from 0

What changed

Buyers comparing project-management tools search for alternatives and head-to-head pages. The company's own comparison pages read like adverts, so review sites and AI assistants quoted other sources, and some of those sources listed features the product no longer had.

We rebuilt the five main comparison pages around what a buyer has to decide, with claims they can check. We corrected the product description on the review sites and added structured data so assistants did not have to guess.

Five months on, the product was named in 17 of 25 buying questions, up from 9, assistants described its features correctly in nine answers of ten, and demo requests from search rose by half.

Buying questions where the product is named, of 25
  • Start9
  • Month 110
  • Month 212
  • Month 415
  • Month 517

The situation

A project-management tool lost most 'alternatives to' and 'versus' searches to review sites, and AI assistants described its product with an outdated feature list.

What they wanted

  • Be named when a buyer asks for the best tool in the category
  • Have assistants describe the product correctly
  • Win more demo requests from people comparing options

What we found

  • Comparison pages read like adverts and said little a buyer could check
  • Three review sites listed features the product no longer had
  • The product and integration pages were not marked up, so assistants guessed

What we did

  • Rebuilt the five main comparison pages around what a buyer needs to decide
  • Corrected the product description on the review and directory sites
  • Added structured data to product and integration pages

How the engagement ran

  1. Weeks 1 to 3

    1. Audit what assistants say

    We asked twenty-five buying questions across the main assistants and recorded what each said about the product, including every wrong feature.

  2. Weeks 4 to 8

    2. Correct the record

    We contacted the review and directory sites with the correct feature list and published a plain product facts page they could cite.

  3. Weeks 9 to 16

    3. Rebuild the comparisons

    Each comparison page was rewritten to state where the product fits, where a rival fits better, and what to check before choosing.

  4. Weeks 17 to 22

    4. Mark up and extend

    Product and integration pages received structured data. We measured the answers again and chose the next set of pages.

What surprised us

  • Saying plainly where a rival was the better fit made the pages more likely to be quoted
  • Fixing three review sites moved assistant answers faster than any new page did

What they keep

  • Five rebuilt comparison pages
  • A product facts page for assistants and reviewers to cite
  • Structured data on every product and integration page

How we measured it

Twenty-five buying questions asked weekly on the main assistants, counting a win when the product is named. Feature accuracy is a separate weekly check of ten answers against the product's own feature list. Demo requests are those attributed to organic search in the company's analytics.

We stopped arguing about whether AI search mattered once we could see how often we were named, and why.
Head of growth, software company

What is next: Integration pages and a customer-stories section.

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