SEO & AI-search case study
How we took a UK medical distributor into AI search
A medical and dental website SEO case study: from no search or AI visibility to being cited by Google's AI Overview — alongside real security and performance gains.
The problem
A UK medical distributor came to us effectively invisible online. Key pages weren't indexed, the site leaked technical detail, page speed was poor, and no AI search engine had any idea the business existed. A previous agency had also left landmines behind — including placeholder content and a mail-sender misconfiguration.
In practical terms: buyers searching for the product category — including via AI — simply never saw them.
What we did
Search
- Fixed indexation so the right pages could actually be found
- Rewrote titles and meta with the exact commercial phrases buyers use
- Put the target phrase verbatim in page copy — not scattered words
Security
- Security headers taken to an A grade (HSTS, X-Frame-Options, etc.)
- Disabled XML-RPC, blocked user enumeration, hid platform version
- Removed unused plugins to cut the attack surface
Performance
- Caching and image optimisation (WebP) configured
- Core Web Vitals moved into the passing range
- Faster loads on the pages that drive enquiries
AI optimisation
- Added llms.txt and consistent factual entity statements
- FAQ + structured data built for AI extraction
- Content restructured so AI engines could quote it directly
The results
~10 days
From zero to cited by Google's AI Overview for a generic product-category search.
Not indexed → ranking
Key commercial pages moved from not indexed to ranking on generic commercial terms.
CWV passing
Core Web Vitals moved into the passing range, with security headers at grade A.
Client anonymised to "a UK medical distributor" at their request. Search positions fluctuate; figures reflect what was verified during the engagement.
Want results like these?
Whether you're in dental, medical or another sector, the same approach applies: fix the foundations, then make you the answer search and AI engines give. Start with a free check.