What did this do for a business like mine?
For one branch of a portable sanitation group with more than a dozen locations: enquiries from search went from 13 to 28 a month within two months, visits from AI assistants from 3 to 17, and the rebuilt branch page moved from position 14 in Google to the number one AI answer.
The business: portable sanitation and site services, delivered from branches across North America. In-person work, a territory per branch, growing by adding the next yard. A marketing budget already being spent on leads elsewhere. Nobody in-house whose job was the website.
What was wrong
Head office showed up. The branches didn’t, or shared one page and one phone number, so a search from a job site in a branch’s own town went to a competitor with a local page. AI assistants didn’t name the business at all for the questions its customers ask.
What changed
A page per branch, each with its own details and map listing, marked up as a distinct place. A page per thing rented, written as answers. Business details made consistent everywhere they appear. The whole site made readable by AI crawlers. Then, month by month: new content for the questions people actually ask, listings kept current, and a short monthly note on what moved.
What happened at one branch, August to September 2026
These numbers are for a single branch, the first one rebuilt, from the first full month of tracking to the next.
Enquiries from search: 13 to 28 a month.
Visits from AI assistants: 3 to 17 a month. The highest engagement rate of any channel, and the first three enquiries the business had ever recorded from an AI assistant.
Share of AI voice: 25% to 35%, peaking at 46%. How often the business is named when AI tools are asked its customers’ questions.
Eight search terms cited first in Google’s AI Overviews by the end of month two.
One rebuilt branch page: position 14 in Google to the number one AI Overview citation.
Why it worked
Nothing clever. The decisions that decide whether a business is found were made in the structure, early, and then kept up. The same approach works for any business that delivers in person across a territory: trades, rentals, clinics, dealerships, venues.