BRUCE BOLT, an 8-figure CPG brand from Austin, Texas with a focus on the baseball category, partnered with 20North to break through stagnant sales and build long-term category leadership. The work began with paid media in Fall 2023 and expanded into SEO and AEO, or answer engine optimization, as AI search gained share. The phased SEO and AEO program eventually pushed BRUCE BOLT to the #1 AI visibility position in its category.

Challenges across paid, organic, and AI search included:

• Wasted budget and inflated ROAS
• Lack of audience segmentation
• Redundant ad creative
• Ineffective tracking and campaign execution
• Limited organic visibility in the batting gloves category
• No infrastructure for AI search visibility

20North deployed a phased strategy that grew as performance signals validated each expansion, starting with paid media cleanup and layering in SEO, then AEO, as the program matured.

Paid Media Foundation

• Reinstated and optimized the previously suspended Google shopping feed
• Lowered overall spend by 25%
• Installed proper tracking, refreshed creative, and established campaign segmentation
• Ventured into new channels by adding TikTok advertising
• Conducted multivariate testing

Foundational SEO Program (October 2023)

• Launched with 4 blog posts per month targeting long-tail informational keywords
• Built each post with custom infographics, internal linking strategy, expert reviewer schema, and table of contents markup
• Optimized meta titles and descriptions across the site every month to address visibility gaps and lift page 1 visibility for core terms

SEO Expansion

• Doubled blog output to 8 posts per month after early performance confirmed the strategy was driving measurable traffic and revenue gains
• Layered in 10 monthly page optimizations focused on product and collection pages to capture mid- and bottom-funnel search intent alongside the top-funnel blog work
• Set up ongoing competitor monitoring to surface gap opportunities and inform monthly content planning

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
• Deployed the Shopify Knowledge Base app to centralize FAQ content for AI retrieval
• Wove proof points into page copy and blog content to reinforce BRUCE BOLT's category leadership for both human readers and AI models

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

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