Visionary Eye Doctors, a multi-location ophthalmology and oculofacial plastic surgery practice across the Washington, DC and Maryland area, partnered with 20North to grow its presence in local search. At the start of the engagement, the practice had a small organic footprint relative to the range of services and locations it covered.

Over a multi-year partnership, the work expanded from foundational local SEO into a full content and answer-engine program, building visibility across every location and service line while positioning the practice at the front of AI-driven search as that channel became a larger part of how patients find care.

Key opportunities included:

• Growing organic visibility from a small starting keyword footprint
• Building local search presence across multiple DC and Maryland locations
• Covering the full range of ophthalmology and oculofacial service lines
• Reaching patients researching conditions and procedures before booking
• Establishing leadership in AI search and answer engines

20North built a local SEO and answer-engine program that scaled content across the practice's locations and services, then positioned that content to be surfaced and cited by AI search.

Local SEO Across Locations

• Built and optimized location pages across the practice's DC and Maryland offices
• Tailored each page to the services offered at that location rather than a one-size template
• Optimized Google Business Profiles to reflect accurate services and information
• Strengthened local relevance for the markets each office serves

Service and Pillar Page Development

• Built pillar and service pages across the ophthalmology catalog, including cataract, glaucoma, cornea, and LASIK care
• Developed oculofacial plastic surgery pages spanning eyelid, tear duct, orbital, and reconstructive procedures
• Optimized pages around the terms patients use when searching for care
• Expanded coverage as the practice added services and locations

Informational and Answer-First Content

• Produced informational content targeting the questions patients ask before booking
• Built topical authority across both routine eye care and specialized surgical services
• Structured content for fast comprehension and answer-first search

Across the partnership, the footprint grew substantially. Since the engagement began, organic keywords rose 169.2%, from 3,271 to 8,804, and page 1 keywords rose 169.8%, from 311 to 839, expanding the practice's reach across its service lines and locations.

Answer Engine Optimization

• Built an AI-visibility program with tracked prompts across every location and core service
• Targeted high-intent local queries such as "eye doctor in Bethesda" and "oculofacial plastic surgeon"
• Structured pages and content to be read and cited by large language models
• Monitored AI Visibility, Share of Voice, and Citation performance against competitors

The AEO work put Visionary at the front of AI search in its market. The practice holds the #1 rank in AI Visibility with a score of 49.3%, the #1 rank in Share of Voice, and the #1 rank in Citations, leading the field as patients increasingly turn to AI-generated answers when choosing care.

Pants Store is a family-owned apparel retailer founded in 1950 by Taylor Gee in Leeds, Alabama. What started as a single pants shop has grown into a destination for clothing, shoes, and accessories for the whole family, with seven locations across Alabama and one in Oxford, Mississippi. Now run by the third generation of the Gee family, the brand carries names like New Balance, Hoka, Birkenstock, and Free People has become a go-to source for SEC gameday style across the South.

Pants Store also built a large and engaged social following. Its Tuscaloosa store and #bamarush content turned the brand into a TikTok sensation and drove major spikes in online sales, and pantsstore.com now ranks among the company's top-performing locations, with more than half of online orders shipping out of state. That reach created an opportunity. Much of the brand's organic visibility leaned on branded searches, while demand for the apparel brands it carries and the categories it sells went uncaptured in non-branded search.

Pants Store partnered with 20North in 2025 to close that gap. The work started with foundational blog and collection page optimization, expanded into branded apparel targeting and social integration, and grew into answer engine optimization as AI search gained share.

Challenges across organic and AI search:

• Organic visibility concentrated on branded search terms
• Demand for the apparel brands Pants Store carries going uncaptured in non-branded search
• Main collection pages lacking SEO-friendly content
• A large social following that was not translating into on-site search traffic
• No infrastructure for AI search visibility

20North deployed a phased SEO strategy that scaled from broad collection coverage into branded apparel targeting and AEO infrastructure, layering in social integration and original voice to match how Pants Store's audience already engages with the brand.

Foundational Blog and Page Optimization Strategy (August 2025)

• Launched with 5 blog posts per month targeting long-tail informational keywords, each built with custom infographics, internal linking strategy, and defined target keywords
• Paired blog work with 6 monthly page optimizations that added SEO-friendly content to main collection pages

Technical SEO Maintenance

• Monthly meta title and description optimization across the site to address visibility gaps and improve click-through rates

Branded Keyword Expansion

• Shifted focus to capturing demand around the clothing brands Pants Store carries after broader collection rankings established momentum

Brand Collection Pages

• Built out and optimized dedicated pages for the apparel brands in the Pants Store catalog

Brand-Focused Blog Content

• Layered in blog posts targeting specific apparel brands to support the collection page work and capture brand-specific search demand

Social Integration

• Embedded TikTok content within blog posts to bridge the gap between Pants Store's large organic social following and on-site search traffic

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation

Technical Infrastructure

• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models

Authority Through Original Voice

• Integrated unique quotes from Pants Store employees into blog content to showcase in-house expertise and brand voice, both of which perform well on AI engines

The phased approach paid off. Organic users grew 61% and sessions rose 49% as the collection and brand pages captured demand that branded search alone had been missing, and page 1 keyword coverage expanded 42%. On the AEO side, the new infrastructure began earning results in AI answer engines, lifting Pants Store's citation rank from #9 to #3.

SuitShop came to 20North already performing well, with a clear goal: be more competitive at the top of the funnel, where larger suiting brands were capturing early-stage shoppers first.

Two forces made that harder. The suiting category was facing an industry-wide decline in search demand, so visibility had to be won against a shrinking keyword pool. At the same time, Google's algorithm updates increasingly penalized thin or duplicative product pages, a structural problem across suit retail, where the same jacket is often described the same way across ten colors. The work needed to grow qualified visibility while modernizing the catalog for AI-driven, zero-click search.

Challenges across organic and AI search:

• An industry-wide decline in suiting-category search demand
• Larger competitors capturing top-of-funnel shoppers first
• Google updates penalizing thin and duplicative product pages
• Repetitive catalog copy, the same jacket described the same way across colors
• The shift toward zero-click, AI-driven search

20North built an SEO and answer-engine optimization program focused on capturing higher-intent demand, expanding topical coverage, and defending product pages against algorithm shifts.

Collection Strategy

• Optimized existing collection pages and built net-new collections to capture audiences with more specific search intent
• Expanded category coverage so shoppers searching by occasion, fit, or style land on a page built for that intent rather than a generic product grid

Content and Answer Engine Optimization

• Produced guide-style blog content spanning weddings, business, and formal events to compete across every suiting occasion
• Implemented AEO tactics built for the zero-click era, structuring content to be pulled directly into AI-generated answers
• Targeted top-of-funnel questions to reach shoppers earlier, before competitors captured them

Product Page Defense

• Diversified product description language across the catalog to counter the Google update that penalized thin and copy-paste pages
• Rewrote repetitive product copy into differentiated content that holds up under current ranking criteria

The approach held up against a difficult market. Organic keywords grew 41.6% year over year even as suiting-category search demand contracted, and the answer-engine work kept SuitShop at the top of AI-generated results while competitors fought for the same shrinking pool.

Malta Dynamics, founded in 2015 and headquartered in Malta, Ohio, is a full-service provider of fall protection equipment, rentals, and safety solutions used across construction, aviation, and manufacturing. With a broad catalog of harnesses, anchors, lifelines, and compliance kits, the brand needed to grow online sales and stand out in a competitive safety market.

20North built a full-funnel program that paired paid media and email with a large SEO and content foundation, then evolved to lead AI-driven search as that channel grew. The work carried through a full site relaunch in early 2026, keeping revenue and traffic climbing while the new site established itself in search.

Key opportunities included:

• Growing online sales across products and rental offerings
• Building organic authority in a competitive fall protection market
• Reaching contractors researching compliance and equipment before buying
• Maintaining momentum through a full site relaunch
• Establishing leadership in AI search and answer engines

20North deployed a full-funnel strategy that combined immediate-impact paid media with long-term SEO and answer-engine growth.

SEO and Content Expansion

• Optimized collection pages across harnesses, anchors, self-retracting lifelines, guardrails, and compliance kits
• Produced a large library of blog content on fall protection, roofing safety, ladder safety, and equipment inspection
• Built internal linking between educational content and product pages
• Extended reach through video content and infographics

Paid Advertising

• Ran Google Search Ads on non-branded terms to drive new leads for the XSERIES and rental offerings
• Launched Google Shopping Ads to capture immediate online product sales
• Built Meta Ads campaigns for lead generation and priority product promotion
• Scaled spend strategically as campaign performance improved

Conversion and Email

• Built dedicated, high-converting landing pages tailored to campaign goals
• Deployed targeted email flows to nurture leads and drive repeat purchases
• Ran monthly competitor audits to identify new opportunities

AEO

• Structured pages and content to be read and cited by large language models
• Built an AI-visibility program tracking prompts across core products and topics
• Targeted high-intent queries around fall protection equipment and compliance
• Monitored AI Visibility, Share of Voice, and Citation performance against competitors

Momentum Through a Site Relaunch

• Carried the content and authority program through a February 2026 site migration
• Preserved and rebuilt rankings on priority product and collection pages
• Kept revenue and traffic growing while the new site indexed

The strategy produced growth across the board. Year over year, organic sessions grew 35.3%, from 18,629 to 25,208, and organic users grew 32.9%, from 13,220 to 17,569, with page 1 keywords up 5.7% even as the site worked through its relaunch. Revenue followed sharply, with organic revenue up 444%, from $14,419 to $78,445, and online orders growing from 35 to 401.

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