How Dick Lovett Increased AI Search Visibility While Organic Click Behaviour Declined

To respond, we evolved the approach beyond traditional SEO.

Rather than focusing purely on rankings and traffic, we built a connected strategy designed to influence:

• What users see
  
• What AI platforms surface
  
• How journeys move from research to enquiry
  

1. Expanding High Intent Content

We focused on building visibility across the full search journey, not just bottom funnel queries.

Key initiatives included:

• Scaling the EV Hub as a high volume research destination
  
• Expanding model level and manufacturer content
  
• Optimising new car and dealership pages for commercial intent
  
• Improving internal linking from informational to transactional pages
  

This ensured Dick Lovett was visible at every stage, from early research through to conversion.

2. Improving SERP Messaging

With click through rates declining across the industry, we prioritised:

• Title tag and meta description testing on high value pages
  
• Identifying page one rankings with below benchmark CTR
  
• Aligning messaging with user intent and AI generated summaries
  

The focus shifted from ranking higher to making every impression work harder.

3. Digital PR to Build Authority and AI Inclusion

AI visibility is not random. It is driven by authority signals.

We aligned Digital PR activity directly with SEO and AI outcomes:

• Data led campaigns designed to earn high authority coverage
  
• Brand mentions across relevant automotive and consumer publications
  
• Content designed to be cited, referenced and surfaced in AI results
  

Campaigns such as:

• EV vs fuel cost comparisons
  
• Road tax changes analysis
  
• Automotive trend and insight pieces
  

Delivered:

• Strong media coverage
  
• High quality backlinks
  
• Increased brand presence across the web
  

These signals directly support how AI platforms select and reference brands.

4. Structuring Content for AI Discovery

Beyond visibility, we focused on how content is interpreted.

This included:

• Enhancing structured data and schema markup
  
• Improving content clarity and entity alignment
  
• Creating pages designed to answer specific queries directly
  
• Supporting eligibility for rich results and AI summaries
  

The goal was simple:

Make it easy for both users and AI to understand and trust the content.