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Winning on Google and AI Search
Combining SEO, paid media, and AEO to dominate Google and AI search for a multi-location coworking brand.
Client
Roam
Services
SEO, AEO, Paid Ads, Web Development
Industry
Coworking, Hospitality
Platforms
Google Ads, Google Search, AI Search
Increase in Organic Revenue
202%
AI Visibility Rank, Share of Voice, & Citation Share
#1
Project Overview
Roam is a shared workspace offering flexible month-to-month memberships, offices, and offsite meeting spaces. The brand started in Alpharetta in 2008 with the goal of providing a better solution for remote workers on the go and has since expanded into larger meeting rooms and dedicated offices across Atlanta, Georgia and Dallas, Texas.
Before partnering with 20North, Roam's marketing efforts focused on content development, in-person events, and partnership strategies, with a ton of untapped digital strategies. By 2022, there was a clear need to optimize Google as a marketing channel. An initial look at organic traffic surfaced a familiar problem: the majority of traffic was coming from branded terms, leaving Roam stagnant in organic users and conversions on non-branded terms.
The partnership began with SEO and local search in 2022 and expanded into paid media, location-specific service pages, and answer engine optimization as AI search gained share. Today, Roam holds the #1 AI visibility position in its category, far ahead of the next closest competitors.
Challenges across organic, local, paid, and AI search:
- Traffic concentrated on branded terms only
- Limited visibility for non-branded, location-based searches
- Untapped Google Ads opportunity for high-intent keywords
- New location openings outpacing site content
- No infrastructure for AI search visibility
Project Execution
20North deployed a phased SEO and local strategy that grew in response to performance, expanding from foundational content and local optimization into multi-location service pages and AEO infrastructure as Roam's footprint expanded.
Foundational SEO and Local Strategy (October 2022)
- Launched with 2 blog posts per month targeting long-tail informational keywords, each built with custom infographics and internal linking
- Paired blog work with Google Business Profile optimizations across every Roam location
- Monthly meta title and description optimization to address visibility gaps and improve click-through rates
- Recurring monthly strategy sessions with the Roam team to surface page content recommendations and align SEO direction with business priorities
Paid Media Layer
- Built a Google Ads campaign focused on high-intent, conversion-ready keywords
- Drove qualified leads that converted at higher rates than organic alone
- Captured demand on competitive non-branded terms where organic wins take longer to materialize
Location and Service Page Push
- Built 21 unique location landing pages to capture local search demand across Roam's growing footprint
- Shifted the monthly deliverable mix to 2 pillar page build-outs or on-page optimizations alongside 2 blog posts
- Focused on location-specific service pages Roam had not previously published
- Continued Google Business Profile work in parallel to reinforce local visibility across markets
- Ongoing content updates and page build-outs aligned to new location openings and naming changes as Roam's footprint expanded
The combined push grew Roam's page-one keyword footprint by 130% on Google, validating the location-and-pillar strategy as the right scale-up for a multi-market coworking brand.
AEO Integration
- Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation
- Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models
- Embedded expert reviewers on blog content and added FAQ sections to blog and page content to support AI retrieval
- Integrated direct, unique quotes from the Roam team and in-house experts into blog content to establish proprietary proof points that AI models can attribute and surface
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Project Results
With the help of 20North, Roam understood where their organic traffic was coming from and how to find more relevant, conversion-friendly users on Google. The combination of SEO and SEM is the key to winning on Google, ensuring Roam shows up for what consumers are searching for. As the program expanded into AEO, Roam pulled into the #1 position across every AI visibility metric in its category, far ahead of the next closest competitors.
Google Wins
- 82% increase in Google impressions
- 202% increase in organic revenue
- 130% more keywords ranking on Google's first page
- 21 unique location landing pages live across Roam's footprint
AI Search Wins
- #1 in AI visibility at 83.4%, nearly double the next closest competitor at 43% and well above the next at 27%
- #1 in share of voice at 15%, double the next closest competitor at 7.5% and triple the next at 4.8%
- #1 in citation share at 18.7%, more than double the next closest competitors at 7.5% and 5.4%
- Top-cited pages span service, location, and educational blog content, giving Roam citation depth across the funnel
- Ranks across high-intent prompts in Roam's #1 category
Testimonial
"20North has been an incredible partner, and I highly recommend their SEO and Google advertising services. Devon and his team offer incredible expertise, and our company has seen a tremendous return on our investment. It's fun to work with partners that take a genuine interest in your success. I appreciate the 20North team's valuable insight, dedication to excellence and quick response time. I look forward to our continued partnership." - Morgan Burns, Director of Marketing
