How British Red Cross built always-on authority in AI Search. 

AI search rewards consistency, and authority built over time compounds in ways a short-lived campaign can't. British Red Cross needed search authority that would last, not just quick coverage. The goal was to strengthen long-term authority through an always-on programme, rather than chase one-off wins. 

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, such as ongoing coverage from trust-worthy websites, reclaimed links from relevant websites, and realigning broken links are what large language models rely on when deciding which sources to keep citing over time. That's why this approach to generative engine optimisation tends to outperform one-off campaigns. 

The programme centred on digital PR: analysing the charity’s existing resources and blog content to identify what would resonate with publishers. This was supported by link reclamation and realignment, helping to secure relevant, targeted links while fixing any broken or outdated ones.