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Case study · B2B tech company · October 2026

4.89M Google AI impressions and 127.6K AI citations in three months.

Dom, Managing Director at Just Digital
By Dom, Managing Director at Just DigitalPublished · Last updated

The client is a global B2B tech company. Its buyers are engineers who research carefully before they buy, and more and more of that research starts with a question to an AI. The company is under NDA, so we can't name it. Every number on this page is real.

4.89Mtimes the site showed up in Google's AI answers
127.6Ktimes Bing and Copilot named the site as a source in an AI answer
158different pages named by Bing and Copilot on an average day
+35%search terms on Google's first page, compared with January

The screenshots

Google Search Console chart: the site showed up in Google's AI answers 4.89 million times between 12 July and 12 October 2026
Google Search Console, Google's own report for site owners. How often the site showed up in Google's AI answers (its AI features report) each day, 12 July to 12 October 2026. The dips are weekends.
Bing Webmaster Tools chart: Bing and Copilot named the site as a source 127.6K times in three months
Bing Webmaster Tools, Microsoft's version of the same report. How often Bing and Copilot named the site as a source over the same three months.

The last number comes from Semrush, an SEO data tool. The site now has 9,499 search terms on Google's first page, up from 7,046 in January.

The five things that mattered most

1. Add what the top results don't already say

Before we write anything, we read the ten pages Google already shows for that topic and note what they all cover. A page still needs those basics, but we aim for about 30% of it to be new: things none of those ten pages say. If we can't add anything new, we skip the topic.

2. Put the answer first

Each section opens with the answer, then explains it. Headings are the questions buyers type into Google. Each paragraph makes one point, so an AI can quote a single paragraph and it still makes sense. Where we can, we give a number instead of a word like "fast" or "powerful".

3. Answer the follow-up questions too

When someone asks an AI a question, it also looks up several related questions in the background. So we list what a buyer would ask next and answer it on the same page, plus a short FAQ built from questions people search for.

4. Check every claim

Every fact needs a source we can point to. Product details get checked against the official spec sheet. Then someone tries to prove each claim wrong before the page goes live.

5. Explain the basic terms

The three pages Google's AI showed most all explain a basic term. Each one links to the product the term is about, so a reader who arrives from an AI answer is one click from the product.

Infographic: what got one B2B site into AI answers? 4.89M Google AI impressions and 127.6K Bing and Copilot citations in 3 months. 1 Add what the top 10 miss, about 30% of every page is new. 2 Put the answer first, one point per paragraph. 3 Answer the next question. 4 Check every claim. 5 Explain the basics. It's never just five things.
All five on one page. Download the full size image.
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It's never just five things

Behind these five there's a 33-step writing and checking process, brand and legal rules, technical fixes so Google can find and read every page, editing rounds, and tracking for 836 search terms, including whether AI answers mention the site. These five made the biggest difference.

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Data: Google Search Console, Bing Webmaster Tools, Semrush. Client anonymised under NDA. Prepared by Just Digital, justdigital.world.