Good Guys Search Strategy partnered up with Semrush and leveraged Enterprise AI Optimization to build a data-backed AI search strategy for one of the US’s biggest nonprofits, lifting their share of voice across ChatGPT, Gemini, and Google AI Overviews.
- +37% AI share of voice for homelessness topics
- +26% combined AI share of voice (ChatGPT, Google AI Mode and AI Overviews)
- Significant AI referral traffic for a key campaign
Acting efficiently and proving channel ROI to clients
Good Guys Search Strategy (aka. Good Guys) is an agency working across SEO and AI search, helping organizations become trusted, visible brands within both SERPs and AI responses.
As Good Guys looked to grow its client base, it needed to demonstrate clear, attributable value from AI search. It’s the pressing threat shared by agencies across the search industry
At the core, Good Guys' challenges were threefold:
- Buy-in: The team needed to demonstrate the need to adapt to a rapidly evolving search landscape and secure client buy-in for their AI strategy.
- Clarity: Then they needed clear data-backed actions for optimizing and creating new content, for efficient use of their client’s budget.
- Attribution: Lastly, they needed to forecast impact to communicate priorities, and report on performance with visibility connected to key KPIs like donations.
Entering a client meeting and saying 'trust us, this matters' wasn't going to cut it. We needed clear data. Both to build and execute the strategy, but also to ensure the client was comfortable investing in a channel they'd never measured before.
CEO, Good Guys Search Strategy
Eroding visibility puts service discovery and donations at risk
Their client, one of the US's most recognized social service nonprofits, delivers programs and essential services to people in need. Their digital presence needs to serve multiple audiences across these service lines. From people seeking help, to donors and volunteers.
Two forces were disrupting the client's brand visibility. Inaction could mean fewer people finding help and fewer donors reaching the organization.
- Increasing AI responses through Google AI Overviews, Google AI Mode, and ChatGPT meant that a growing share of queries were being answered before users ever reached their site. The client had very limited visibility into whether — or how — they appeared in AI responses.
- Changes to Google's algorithm compounded the problem. Pages that once ranked in the top three for high-value terms like "homeless shelters" were being deprioritized, as Google recognized navigational intent and ranked local results more highly.
These shifts meant that this client needed a fundamentally different visibility approach.
Good Guys identified the major opportunity in optimizing their evergreen pages. Copy needed to be restructured and rewritten for AI retrieval, highlighting the client’s broad scope of services, grassroots approach, and expertise.
Alongside, they saw the need to develop and implement extended thought leadership content. These initiatives combined could cover much wider search terms and AI prompts, across user intents. Their full scope of services and industry perspective would also be more clearly conveyed. Clarity which would appeal to donors.
Prompt-level tracking in place, we were seeing the client's share of voice by service line, identifying exactly which prompts other organizations were winning, and building a content pipeline with proof.
We were able to move first, with total certainty. Their team was thrilled.
CEO, Good Guys Search Strategy
Data-backed research and content
Good Guys built an end-to-end AI search strategy for their client using Enterprise AI Optimization (AIO). The approach spanned research, optimization, reporting, and ongoing competitive intelligence.
Prompt research & share of voice tracking
The first step was understanding the opportunity. Using Enterprise AIO, the team conducted prompt research to identify valuable queries across the client’s service lines.
They established a baseline by tracking mentions and citations of these prompts across ChatGPT, Gemini, and Google AI Overviews, giving both agency and client the foundation for ongoing AI search performance.
Content audits & optimization
With target prompts defined, Good Guys leveraged AIO's automated content audit and optimization capabilities to evaluate all existing pages. Their team focused on core service lines, refining structure and information coverage to maximize inclusion in AI search results.
Real-time content scoring for both SEO and AI search helped the team move quickly and confidently. Each page answered the prompts that mattered most, while maintaining pristine SEO fundamentals.
Competitive research & client reporting
Enterprise AIO's competitive intelligence tools enabled direct comparison with other organizations in the nonprofit space. This data, combined with Enterprise AIO's forecasting and customizable reporting, allowed Good Guys to connect AI visibility with the client's campaigns and internal metrics.
The outcome was consistent, credible storytelling that secured and maintained client buy-in.
Extending content with smart linking
The team went a step further than visibility, building links and integrating clear CTAs into optimized pages.
These helped the evergreen pages and thought-leadership content act efficiently as a triage. Any visitors were guided toward finding help, donating, or volunteering. Ultimately, it ensured that increased visibility translated into meaningful action for the organization.
Gains in visibility and campaign traffic
3 months later and the Good Guys' strategy had delivered clear, attributable visibility growth across this client's key priorities. They were delighted to see:
- +26% share of voice across ChatGPT, Gemini, and Google AI Overviews overall
- +37% share of voice for homelessness and homeless shelter services, an area of focus for the client
- Significant traffic to campaign landing page via improved AI-referrals, supporting the client’s PR and media activations
- Clear attribution through streamlined reporting with data mapped directly to the clients campaigns and internal KPIs
A 37% visibility lift is more than a metric for charities and service-based organizations. That can mean more people finding vital information when they need it most. Semrush for Enterprise lets us efficiently deliver brand visibility and connect performance with the client’s metrics. Then the conversation about ROI takes care of itself.
CEO, Good Guys Search Strategy
Provable ROI for an expanding client list
Enabled by Enterprise AIO, Good Guys demonstrated how to effectively leverage AI search for nonprofits.
The agency built a complete and clear strategy across prompt research, content optimization, competitive intelligence, secured buy-in, and delivered results that exceeded expectations.
With an end-to-end strategy, they were able to create both clear brand visibility and traffic gains for their client.
Good Guys now has a repeatable blueprint for AI search. One that’s delivered provable uplifts in visibility and traffic. It’s sure to delight their current accounts and be key to winning many more.
