BACKGROUND
This project was for a client in the B2B HR software space serving UK-based businesses. The goal was to build a structured roadmap for becoming a cited source in AI-generated answers about HR software, UK employment law, and people strategy.
I built the roadmap around four target query categories where AI citation frequency and the brand's ability to produce authoritative answers were strongest, with a content structure framework focused on direct answers, FAQ sections, named author credentials, and UK-specific language throughout. The phased implementation plan ran across six months, from foundation audit through content production to expansion and measurement.
The result was a prioritized roadmap that moved the brand from keyword-volume thinking toward answer-quality thinking, with specific content structure requirements for each page type and a measurement framework built around monthly citation audits rather than traditional ranking metrics alone.
