Your audience isn't just searching on Google anymore. I help regulated businesses create content that gets found, because search engines and AI tools have changed how people find answers.
How search has changed
Search used to be simple. You typed a query, Google returned a list of links, and you clicked through to find your answer. That’s no longer how it works. AI-powered tools like ChatGPT, Claude, and Google’s AI Overviews are now answering questions directly, pulling from content across the web and surfacing the sources they trust most.
- Search engines now use AI to understand context and intent — not just keywords
- AI tools pull answers directly from trusted, well-structured content
- Google’s AI Overviews answer questions at the top of the page before any links
- Being on page one of Google is no longer enough if AI is answering the question above it
- Content that’s clear, authoritative, and well-structured is what gets cited by AI tools
- In regulated industries, trust and accuracy are what determine whether your content gets surfaced or ignored
What's involved in SEO and AI visibility
Search visibility is part of your content strategy. Here’s how I help you get found.
Keyword research and intent mapping
Before optimizing anything, I need to understand how your audience searches. I’ll dig into the keywords and questions your potential clients are actually typing — and increasingly asking AI tools — so your content is built around real demand, not assumptions. For regulated industries, this means understanding the difference between how a patient, a client, or a customer phrases a question versus how your internal team does.
Content gap analysis
Your audience is searching for answers you might not be providing yet. I’ll identify the topics, questions, and keywords your competitors are ranking for that you’re missing. Then, we’ll build a plan to close those gaps with content that’s relevant, accurate, and built to rank.
GEO — optimizing for AI search
When someone asks ChatGPT, Perplexity, or Google’s AI Overviews a question relevant to your business, will your content be the answer they get? GEO is the practice of structuring and writing content so AI tools can easily parse, trust, and cite it. That means clear headings, authoritative language, well-structured information, and content that directly answers the questions your audience is asking. This is especially critical in regulated industries where accuracy and trust are non-negotiable.
Content optimization
Good content that nobody finds is a missed opportunity. I’ll review your existing content and optimize it for both search engines and AI tools. This means improving structure, clarity, headings, metadata, and keyword alignment. The goal is optimizing for search without losing your brands human voice.
Site structure and information architecture
How your content is organized matters as much as what it says. I’ll review your site structure and make sure your content is grouped, labeled, and linked in a way that makes sense to both users and search engines. This exercise helps reduce confusion, improves findability, and supports your overall SEO performance.
How we work together
Every project is different. Here’s how I typically approach SEO and AI visibility work. Depending on your needs, we may focus on specific areas or move through all of these steps.
Discovery
We start by understanding your business, your audience, and your current search performance. I’ll look at where you’re showing up today, where you’re falling short, and what your competitors are doing that you’re not. For regulated industries, this also means understanding your compliance environment and what guardrails exist around your messaging.
Content and site audit
Before crafting any new content, I’ll take stock of what you already have. I’ll review your existing content for gaps, and opportunities — and assess your site structure to make sure it’s supporting rather than undermining your visibility.
Execution
This is where the strategy comes to life. As a content strategist, my focus is on the content side of execution. This includes rewriting existing pages, identifying content gaps, and structuring information so both users and search engines can navigate it easily. I’ll also build out a GEO-ready content plan that positions your business as a trusted source for AI tools. For technical SEO needs, I’ll flag what needs attention and point you to the right specialist.
Keyword and intent research
I’ll dig into how your audience actually searches — the words they use, the questions they ask, and the intent behind each query. The focus isn’t high-volume keywords. It’s about understanding what your audience needs at each stage of their journey and making sure your content meets them there.
Strategy and roadmap
With research and audit insights in hand, I’ll build a clear, prioritized roadmap. You’ll know exactly what to fix, what to create, and in what order. I include reasoning behind every recommendation so your team can execute with confidence.
What the data says about search today
Search has changed faster than most businesses have kept up. Here’s what the data tells us about where things stand right now
Stat 1
AI Overviews reduce organic click-through rates for the top position in Google by up to 58% — ranking #1 isn’t enough anymore.
Stat 2
Traffic from AI tools like ChatGPT grew 527% year over year — this isn’t a trend, it’s already happening.
Stat 3
AI search adoption is highest in regulated industries — legal is 11.9x more likely to use AI search, with health and finance at 2.9x.
You're in Good Hands
With so many content strategists out there, it’s hard to know who to trust. Here’s what sets me apart — and the results to back it up.
10+ years of experience: I’ve been working in content strategy for over a decade across healthcare, financial services, legal, telecom, and beyond. I’ve seen what works, what doesn’t, and how to navigate the unique challenges that come with regulated industries.
A journalist’s foundation: I started my career as a journalist — which means I know how to ask the right questions, find the real story, and turn complex information into content people actually want to read. That instinct is at the heart of everything I do.
Real results:
- Helped a healthcare client achieve a 24% increase in return visitors through a content strategy overhaul
- Consolidated over 100 pages for a non-profit, making their site easier to navigate and maintain
- Reduced bounce rate by 15% for a financial services client through targeted content improvements
- Developed a content governance framework for a major healthcare organization
- Contributed to a healthcare website redesign that went on to win a design award
A true partner: I don’t deliver a document and disappear. I work alongside your team, share my thinking every step of the way, and make sure you’re set up to maintain and build on everything we create together.
From healthcare to non-profit and everything in between
My work spans healthcare, financial services, legal, telecom, automotive, and beyond — with a deep specialization in regulated industries where the content bar is higher.
GEO is here — is your content ready?
Want to go deeper on GEO? I’ve written about what it means for content strategists and why it matters right now.
Frequently asked questions
What's the difference between SEO and GEO, and do I need both?
SEO helps your content rank in traditional search engines like Google. GEO (generative engine optimization) is about making sure your content gets cited and surfaced by AI tools like ChatGPT, Perplexity, and Google’s AI Overviews.
The short answer is yes, you need both. Traditional search isn’t going away, but AI-powered search is growing fast, especially in regulated industries. A smart visibility strategy covers both.
Does my industry need SEO and GEO?
If your audience searches online for answers, yes. Every business that depends on being found online benefits from a strong search visibility strategy. That said, some industries have more to gain than others. Healthcare, financial services, legal, and telecom businesses are dealing with audiences who are actively searching for answers to complex, high stakes questions. The clearer and more authoritative your content is, the more likely it is to show up when it matters most.
What does content-led SEO actually mean?
It means the foundation of your search strategy is content, not just technical fixes. While technical SEO matters, most visibility problems come down to content that isn’t clear enough, isn’t answering the right questions, or isn’t structured in a way search engines and AI tools can easily parse. That’s where I focus, making your content work harder so it gets found by the right people in the right places.
How do I know if my content is ready for AI search?
Ask yourself these questions: Does each page clearly answer a specific question your audience is asking? Is your content well-structured with clear headings and logical hierarchy? Does it demonstrate real expertise and authority? If the answer to any of these is no, your content probably isn’t as visible as it could be, and that’s exactly what I help you fix.
