Safety Xpress: 59% Growth in AI Overview Share of Voice in 6 Months

Challenges

Safety Xpress faced declining organic visibility in a saturated national market, compounded by a 12% rise in industry CPCs that squeezed paid search efficiency.

The bigger risk was structural. High-intent, non-branded searches for essential infrastructure such as “wheel stops” and “parking bollards” were either not being captured in AI Overviews or ranking beyond the primary results. For time-poor contractors and procurement teams who increasingly rely on AI summaries to shortlist suppliers, Safety Xpress simply was not in the conversation.

Protecting annual revenue meant moving beyond traditional search tactics to a high-efficiency, Generative-First strategy.

Strategy & Execution

We built the campaign around a single objective: position Safety Xpress as the primary source of truth for both traditional search and Large Language Models.

GEO Booster implementation

Deployed AI-specific technical optimisations and a consistent monthly Community Mentions programme across authoritative platforms including Reddit and Quora, establishing brand authority inside the datasets LLMs draw on.

Generative-First content model

Produced monthly 900-word authoritative blog posts engineered to be indexed and cited by both Google and AI search engines, expanding commercial keyword coverage across core road safety categories.

Site structure refinement

Rebuilt site architecture so product and category pages were cleanly extractable, making every page easier for AI engines to parse, attribute and cite.

PPC creative refresh

Overhauled all ad copy and creative assets to improve relevance, with a strategic pivot toward high-AOV product buckets to protect margin against rising click costs.

Key Results

Success in GEO

• 59% increase in AI Overview share of voice Safety Xpress now operates as a primary data source for Google’s Generative AI, capturing high-intent users who rely on AI summaries to make purchase decisions.
• 54% growth in “winner” keywords Proof that AI-specific technical optimisation and content delivery create a direct halo effect on traditional search rankings.
• 34% increase in overall share of voice Total visibility across the entire search landscape relative to competitors, with Safety Xpress taking measurable mindshare in a saturated industry.

Success in SEO

KEYWORD RANKINGS AFTER 6 MONTHS:

• “Security bollards” achieved position 1 (from position #4)
• “Road sign sign” achieved position 2 (from position #36)
• “Bollard” achieved position 4 (from position #11)
• “Safety bollards” achieved position 1 (from position #13)
• “Traffic sign” achieved position 2 (from position #5)
• “Safety bollard” achieved position 2 (from position #10)

KEYWORD WINS WITHIN 6 MONTHS:

• Keywords in positions #1-3 – increased by 54% (232 to 359)
• Keywords in positions #4-10 – increase by 64% (380 to 623)
• Overall keyword reach – increase by 29% (4,624 to 5,952)

AUTHORITY RESULTS SINCE CAMPAIGN START (Aug 2025):

• Domain Rating from 39 to 35 (a slight drop due to an SEO major recalibration)
• Increased Referring Domains from 492 to 540

Success in PPC

ROBUST TRAFFIC ACQUISITION

• 14% increase YoY in Clicks

Increasing clicks demonstrates our ability to capture additional market share even as competitors increased their own spending.

STRATEGIC QUALITY AND TARGETING (CTR)

• 26% increase YoY in CTR 

A jump in CTR proves that the creative refresh and targeting refinements successfully captured user intent better than previous campaigns, ensuring that the increased spend was directed at higher-quality traffic.

MAXIMISING LEAD & SALE VALUE (AOV)

• 6% increase YoY in Average Order Value

This is a crucial “efficiency” metric. It explains how the campaign remained profitable despite rising costs by ensuring each customer spent more per visit.

SCALABLE CONVERSION GROWTH

• 5% increase YoY in Total Conversion 

Despite a more competitive landscape and higher costs per click, the account successfully scaled the total number of successful checkouts, maintaining a steady growth trajectory in sales volume.