Coverage — AI SEO and search visibility

AI SEO for businesses that want to be the source, not the summary

Search did not stop changing when your site launched. Coverage is the AI SEO work that follows: what to publish next, what to fix, and whether Google and the AI answer engines are citing you — measured monthly against the GroundWork map. From £150 a month.

Talk about Coverage

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Field 04 / Coverage over time

Search visibility over time, maintained against unmaintained Two lines run left to right over a time axis from the same starting point. A dashed line drifts gradually downward, labelled unmaintained. A solid line climbs in a sawtooth, each rise a publication batch followed by a shallow decay, labelled with coverage. The gap between them widens throughout.
Fig. 04 / Maintained vs unmaintained Illustrative

01What "AI SEO" means here

Not a tool subscription and not a trick, whatever an AI SEO agency’s pitch says. When ChatGPT, Perplexity or a Google AI Overview answers a question in your market, it cites a handful of pages. Being one of them takes the things search always rewarded, done properly: a clearly described business, structured data that machines can read, real answers to real questions, and enough coverage of your topic that you are the obvious source.

Coverage checks every month who is being cited for your market’s questions, where you rank for the terms in the Demand Map, and what competitors have published. Then it does the work that closes the gap.

02The monthly cycle

One map, one plan, one report — every month, for a minimum of six. The portal shows where the current month is; this is what it looks like mid-cycle.

Our work together

2 of 4 stages complete

Stage 3 of 4Publish and fix

  1. Coverage MapDone

    From the GroundWork: what your site covers, what it does not, and where competitors and AI answers are ahead. Updated as the work lands.

    What you getCoverage Map

  2. Monthly planDone

    The lane’s work for the month — the content to publish, the pages to fix, the structure to add — chosen by what moves coverage most.

    What you getThis month’s plan

  3. Publish and fixIn progress

    Content written and ingested, pages improved, structured data and internal links kept current. Development work runs in the second lane if you have one.

    What you getPublished content and fixes

  4. MeasureNot started

    Rankings, AI citations and competitor movement, reported plainly. The next month’s plan comes from this.

    What you getMonthly report

Every month

Next cycleActive

The report sets the next plan and the cycle runs again. After the six-month minimum it continues month to month.

Illustrative. Every client sees their own live version in the portal, with the deliverables shared at each stage.

03Two lanes

A lane is one stream of work in progress at a time. Most businesses need one; some need content and development running side by side.

Content-led — £150/month

One lane

One thing in progress at a time: a content batch goes through research, writing, ingestion and measurement, then the next. Right for a site that is structurally sound and needs coverage.

Start content-led
Build-out — from £750/month

Two lanes

Content runs continuously in one lane while a second carries development: new templates, a booking flow, a landing-page set. Different kinds of work with different review cycles, so they do not compete.

Talk about build-out

04Who is Coverage for?

Any site with a Demand Map behind it. I do not need to have built it. A decent site with no visibility is the most common starting point: GroundWork first, then straight into Coverage, and the build question never arises. See a sample Demand Map for what Coverage works from.

The six-month minimum is not a lock-in; it is the shortest period in which search results move enough to judge the work. Two years is the average age of a page in Google’s top ten. Anything beyond two lanes is scoped and quoted individually.

Field 05 / Coverage re-measured

Coverage re-measured against six axes A six-axis radar chart — demand, rank, areas, gaps, depth and freshness. Last period's reading is shown as a dashed outline. A rotating arm sweeps the chart and this period's reading accrues behind it, wider on every axis.
Fig. 05 / Six axes, this period against lastIllustrative

05Questions

Coverage questions

Do you need to have built my site?
No. Coverage needs a Demand Map behind the site, which GroundWork provides in three or four working days. The site itself can be on any platform I can publish to.
Is this the same as GEO or AEO?
Generative engine optimisation and answer engine optimisation are names for the same goal: being the page an AI answer cites. Coverage treats that as part of search rather than a separate discipline, because the work that earns a citation is the work that earns a ranking.
What is the difference between content-led and build-out?
Content-led is one lane: one piece of work in progress at a time, usually a content batch. Build-out adds a second lane for development — templates, flows, landing pages — running in parallel with content. They are different kinds of work with different review cycles, which is why they are separate lanes rather than one bigger one.
Why a six-month minimum?
Because that is roughly how long it takes for search results to move enough to judge the work honestly. Shorter engagements measure noise. After six months it runs month to month.
What do I get each month?
The work in the plan — published content, fixed pages, structural changes — and a report covering rankings for the Demand Map terms, AI citations for your market’s questions, and what competitors published. The report sets the next month’s plan.