Work / Meridian Health
Healthcare · 2025
From invisible to cited: 47 AI answer citations in one quarter.
Context
Good content nobody could parse.
Meridian published genuinely useful clinical content that no model could quote. Long unstructured pages, no heading hierarchy, no schema, and answers buried six paragraphs deep.
Approach
Write for the answer, not the article.
Every page opens with a question-and-answer block, then goes deep. Headings became real questions. Facts got dates and sources. The structure did not simplify the content — it exposed it.
Build
Schema that matches what the page actually says.
Article, FAQPage and BreadcrumbList markup generated from the MDX front matter, so structured data can never drift away from the visible text. Nothing is asserted in markup that a reader cannot see on the page.
Results
Quoted by the tools people ask first.
Forty-seven tracked citations across ChatGPT, Perplexity and Google AI Overviews in the first quarter, alongside a 94% rise in organic sessions.
Next case
Northwind
Case FAQ
Before you ask for the same.
Depends entirely on your baseline. We record conversion rate, Core Web Vitals and organic sessions before touching anything, and report the same four metrics 90 days after launch.
Yes. Several of these projects were template and checkout work rather than full rebuilds. If the structure is sound, we do not charge you to replace it.
The same five people listed on the About page. No subcontractors, no account manager between you and whoever is building.
A free 30-minute teardown: your current site on screen, and a written list of what is costing you conversions. No pitch deck, no obligation.