SEO / GEO · Group Marketing & Communications Officer · 2025 — 2026
Search & GEO rebuild
Three hundred pages rebuilt for a search landscape where the answer is increasingly written by a machine.
Archetype Group
- pages rebuilt
- 300+
- country markets
- 20
- certified — Semrush
- GEO
pages rebuilt
country markets
certified — Semrush
Why it existed
A twenty-country consultancy accumulates pages the way a building accumulates cabling: every office adding what it needed, nobody removing anything. Three hundred-plus pages, no shared structure, competing against each other for the same terms.
The timing mattered more than the mess. Search was shifting from ten blue links to generated answers — AI Overviews, ChatGPT, Perplexity — and a page written to rank is not automatically a page an answer engine will cite. Rebuilding for the old target would have meant doing this twice.
How it was done
The page estate
Before — competing with itself
Each tile is a page. Consolidation came first: deciding what should be one page instead of four is worth more than optimising four pages that split their own authority.
What happened
300+
pages rebuilt
20
country markets
GEO
certified — Semrush
- Over 300 pages rebuilt on a single architecture, with the duplication and self-competition removed.
- Content structured for citation by AI answer engines as well as for classical ranking — the work is aimed at where search is going, not where it was.
- Certified in On-Page SEO and AI Search (GEO) by Semrush during the project, which is on the certifications page.
Built with
Semrush
WordPress
Elementor
Google Analytics 4
Looker Studio