Case Study – Navigating the shift to AI search for an engineering services company

Client – an engineering services company

Problem – the Before State

The client recognized that buyers were beginning to use AI-powered tools (e.g. ChatGPT, Claude) alongside traditional search engines. They knew they needed to start evolving their marketing to accommodate this shift in search behavior, but they weren’t sure where to start.

The client wanted to start laying the groundwork for being visible within LLMs without getting overly distracted by short-lived tactics.

They wanted an outside perspective from someone who both knew the engineering industry, and was tracking where AI search was headed.

Solution

RocLogic hopped in as an inbound-focused engineering marketing consultant and helped the client establish an initial framework for their AI search marketing strategy. This involved improving the client’s mental model of AI search and AI visibility, and setting a practical initial AI path forward.

The guidance was intentionally pragmatic. RocLogic emphasized:

  • the importance of trusted sources for LLMs,
  • the dynamic nature of AI visibility tactics,
  • the importance of creating durable assets over chasing shortcuts.

Outcomes

With guidance from RocLogic, the client is building their foundation for long-term AI visibility while simultaneously strengthening traditional organic search (SEO) and content marketing efforts.

Guidance and strategy centered around:

  • An AI visibility framework
  • AI visibility monitoring tools
  • Synthetic prompt creation & monitoring
  • Authority Validation via earned media / industry publication contributions and 3rd party reviews
  • Adding specific types of schema
  • Initial website content updates

The Journey

This was a quick 3-month bootstrapping effort to get things kicked off in parallel with a separate challenge that this client was dealing with.

To start, the client needed some orientation to help them bootstrap their thinking on the topic of AI visibility. They weren’t sure how much effort to put into short term system gaming vs building for the long run. RocLogic oriented them mainly toward building for the long run, while considering low-hanging fruit along the way.

RocLogic guided them through a series of conversations and provided several Word docs with actionable suggestions and tips on the topics of interest.

The info provided was not simply a collection of AI tactics – it was the beginning of an organizational framework for navigating an AI-centric future while continuing to invest in SEO & PPC.

RocLogic and the client plan to continue to work together on AI visibility implementation efforts.

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