Structuring the SEO and GEO of a 220,000+ page ecosystem

The problem

• Cannibalisation between the FAQ, the blog and the forum: several pages competed for the same queries, diluting each one’s visibility.
• Inconsistent metadata governance across teams and languages, with no common architecture or systematic release quality control.
• Emergence of AI engines (AI Overviews, ChatGPT, Perplexity, Copilot) with no operational framework to position the brand within them.

The deployed solution

• Semantic structuring into pillar/cluster architecture and consolidation of the FAQ, blog and forum to reduce cannibalisation between content and between languages.
• Definition of the metadata architecture and rollout of quality monitoring: technical SEO audits and release control.
• Development of a 10-tactic GEO framework for AI-engine visibility, and deployment of a productised internal tool (“Proxi SEO”, a custom GPT) consolidating tone of voice, FAQ structure, translations, accessibility and GDPR guidelines to industrialise practices across teams.
• Multi-platform performance monitoring (Adobe Analytics, Contentsquare, Search Console, Semrush) translated into executive reports and actionable recommendations.

The results

• A common semantic architecture adopted by the content teams of all three languages.
• Metadata governance and a quality process embedded in the production flow.
• An operational, tooled GEO framework that makes AI visibility a managed initiative rather than an experiment.
• Executive reporting that connects SEO actions to business indicators.

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