How we strengthened AI search visibility through always-on authority for a national charity

Google's AI Overviews now sit on top of a huge share of search results. If your brand isn't cited there, a competitor is filling that space instead. 

Here's a look into how our digital PR team spent the past quarter testing whether an always-on approach, built on consistency rather than one-off pushes, could translate into lasting AI search visibility for a national charity. 

The goal 

AI search rewards consistency, and authority built over time compounds in ways a single campaign can't. For a national charity, the goal was to strengthen long-term authority through an always-on programme, focused on reclaiming lost links, realigning existing ones, and building durable relationships with trusted organisations and publishers, rather than chasing one-off wins. 

What we did 

Consistency is increasingly what separates content that ranks once from content that keeps getting surfaced. The same trust signals that keep a charity's content relevant in traditional search, ongoing coverage, reclaimed links, long-term relationships, are what large language models rely on when deciding which sources to keep citing over time. That's why an always-on approach to generative engine optimisation tends to outperform one-off campaigns. 

We ran an always-on digital PR programme built around link reclamation, link realignment and long-term relationship building with trusted organisations and publishers. Rather than chasing volume, we prioritised trust, reclaiming links that had been lost, realigning existing ones, and building relationships with organisations likely to keep working with the charity over time. 

The results 

The campaign secured 80 links, with an 85% follow rate and an estimated reach of 430 million. Mobile visibility rose 74%. One piece of seasonal content grew organic traffic by 316% and appeared in 271 AI Overviews, opening the door to longer-term collaboration with organisations including the Met Office. 

Key results: 

80 links secured, average domain rating of 59, 85% follow rate, estimated reach of 430 million 

74% increase in mobile visibility; seasonal content saw 316% organic growth and appeared in 271 AI Overviews 

The takeaway 

AI tools reward content that keeps proving useful over time, not just content that ranks once and fades. Build authority consistently, and you keep showing up in the answers AI tools generate months later. 

Speak to our team about how we can improve your visibility in AI search.  

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