Case study
What really happens when AI writes your website content?
Copywriting
Digital Marketing
SEO
Drop in website traffic
Average Google position
Over a period of
The challenge
Our client had updated their website copy using AI and their organic search rankings were plummeting. This affected their brand trust and bookings were in decline.
The Team
Emma
Head of Content
Melissa
Copywriter
Mattheus
Performance Marketing Specialist
Daniel Vollgraaff
SEO Specialist
Sector
Hospitality
Website type
Brochure
Growth strategy
360 marketing
What this looks like
Drop in traffic over 16 months
What we did
Working alongside our SEO team, our copywriter audited the website and rewrote the AI-generated copy to ensure it resonated with users as well as search engines.
The result
This resulted in a clear uplift in organic search performance, leading to more enquiries from key landing pages.
With AI making it easier to churn out average content, brands need to be exceptional to stand apart – this still takes real human craft.
Christian Goodrich
Head of AI Search & SEO at SOZO
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