The driving idea behind this project was to secure Priority Commerce a true first-mover advantage in the rapidly evolving landscape of generative search. As AI-driven engines began reshaping how users research and buy, the brand recognized the need to future-proof its digital presence — ensuring its solutions and expertise were discoverable not only through traditional search but also within emerging generative experiences.
To achieve this, Priority partnered with Walker Sands to leverage deep expertise in Generative Engine Optimization (GEO). At the start of the engagement, the company had limited visibility across AI-powered search results and underperformed on high-value business themes such as banking and treasury, payables and commerce solutions.
Our goal was to transform Priority into a generative-ready brand. Through a combination of technical excellence and strategic content redevelopment, we implemented a comprehensive GEO strategy — including structured data enhancements, schema refinement and content optimization tailored for both human readers and generative algorithms.
The result was a measurable increase in AI visibility, thematic authority and brand clarity. More importantly, this work established a long-term competitive edge, positioning Priority at the forefront of how audiences discover and engage with financial technology brands in the generative search era.
Our program was built on a simple but ambitious objective — to elevate organic visibility across both traditional and generative AI search. To do this, we developed a multi-layered approach that blended data-driven SEO precision with forward-thinking GEO strategy, ensuring Priority earned visibility, credibility and citations in the AI-powered engines reshaping how people discover financial technology solutions.
We began by establishing a strong strategic foundation. Comprehensive keyword research aligned user intent, competitive gaps and high-volume themes across both classic search and AI-driven experiences. This analysis informed our core content and technical priorities, grounding the program in business themes that resonated with human audiences and generative systems alike. Parallel to this work, we initiated bi-annual technical audits to keep site architecture, schema markup, authorship signals and content hierarchy in continuous alignment with evolving GEO best practices.
Execution blended refinement with innovation. We systematically optimized existing copy to strengthen thematic alignment and improve machine readability, refining metadata, structure and internal linking to reinforce topical authority. In tandem, we launched a robust content pipeline mapped to priority business themes. Each new piece was crafted with dual intent — to engage end users while signaling contextual expertise to AI models. Articles incorporated clear key takeaways, FAQ blocks, schema-rich enhancements and intentional heading hierarchies designed to perform well in both generative summaries and traditional SERPs.
One of our biggest challenges was legacy content that no longer reflected the brand. Significant legacy content diluted topical authority and confused both users and AI systems about Priority’s core offering. To correct this, we executed a complete content re-architecture, redirecting outdated pages to a separate domain and rebuilding relevance around banking and treasury, payments and commerce solutions. This shift reshaped how AI engines and human users interpreted the brand’s expertise, restoring clarity and authority.
What makes this program unique is its adaptability and foresight. Rather than optimizing solely for today’s environment, we built a framework designed to evolve alongside generative search. By combining human-centered storytelling with rigorous technical precision, we created a living ecosystem purpose-built for how information will be discovered in the future.
Our GEO enhancements led to significant citation gains in Google AI Overviews from Priority’s website:
With minimal AI footprint at the start of the campaign, these citations and the resulting organic leads generated through AI-source channels demonstrate clear, measurable impact and a newfound competitive edge in the generative search era.
The results of our GEO and SEO program for Priority clearly demonstrate the measurable impact of optimizing for both traditional and generative search environments. Our primary objective was to increase visibility, authority and conversion potential across AI-driven discovery channels and the outcomes exceeded expectations across every category.
From January to October 2025, monthly AI-driven website traffic increased by 470%, reflecting a significant shift in how often Priority is surfaced and cited within generative search experiences. This surge directly aligns with our structured data improvements, schema enhancements and content crafted intentionally for AI comprehension.
Google Search Console performance reinforced this momentum. Comparing January–March 2025 to August–October 2025, Priority saw a 75% increase in visibility for question-based queries (rising from 98,800 to 173,000 impressions) and a 175% increase in click activity (45 to 124 clicks). Average ranking position improved from 50.7 to 23.7, signaling stronger thematic authority and far greater search relevance across core business topics.
Critically, this visibility translated into meaningful business outcomes. The site generated 30 conversions tied to core business actions from AI-driven sources, compared to zero conversions prior to the program — demonstrating not only improved exposure but improved ability to attract and convert high-intent audiences.
These results validate our strategy: by aligning Priority’s content and technical infrastructure with the expectations of both users and generative engines, we created lasting, compounding gains in visibility, authority and lead generation.