Enterprise content standards — Fortune 500 Financial Services & Insurance

Business Challenge

As generative engines and AI-powered search began reshaping how audiences discover content, the marketing department had no defined standard for how on-page content should be written or structured to perform in the changing digital landscape. Content was produced without a shared framework for AI discoverability — creating inconsistency across teams and decreasing the company’s share of voice in the market.

Strategic Approach

Serving as the marketing department’s Generative Engine Optimization (GEO) content SME, I own the strategy and governance for how on-page content is structured, written, and evaluated for discoverability across answer engines and LLM surfaces. This includes defining content standards, partnering with inter-departmental senior leaders to translate emerging best practices into practical guidelines, and making decisions about operational changes needed to move GEO from an isolated experiment to standard practice across the department.

This is highly strategic work that requires influence without authority in a highly matrixed environment, including collaboration with: Legal & Compliance, Web & Tech Teams, UX design, and IT.

Outcomes

Immediately after implementing on-page GEO content on the company’s homepage (without technical website or schema work), the page’s AI visibility improved 2.45x, increasing from an average of 3,677 to 9,016 impressions per day. Median impressions more than doubled (115%) — indicating sustained visibility gains.

As the established internal expert for AI content strategy, I am the leading:

• the company’s first on-page GEO content standards
• operational changes, which are now being adopted department-wide
• collaboration with compliance, creating new standards for search term usage across multiple highly regulated industries.