Field Report · 02
A century, rediscovered
A 100-year-old UK health charity, back in the answers of a generation that searches with AI.
Sector
Health charity · Century-old institution
Region
United Kingdom
Duration
9 months
Services
SEO · AI search · Editorial PR
The brief
A century-old UK health charity, ranking for thousands of informational queries, was watching new AI-first health platforms absorb its mid-funnel audience.
The situation
The content library was one of the deepest in the sector. But newer, faster-publishing competitors were writing the same answers with better structure — and LLMs were quoting them instead.
Turning point
We treated the archive as an asset, not a liability. Every long-standing page was clustered, re-linked and re-schema'd so it read as the definitive source on its topic — to both Google and to Perplexity.
The playbook
Three moves that changed the trajectory.
Content clustering around each support topic
Rebuilt information architecture so each condition had one canonical hub and dozens of supporting spokes.
Citation targeting for ChatGPT & Perplexity
Added structured data and quotable summaries specifically tuned for LLM excerpt selection.
Editorial PR into national health desks
Reintroduced the charity's experts to journalists as the go-to source for comment.
Sound familiar?
Facing a similar problem? Let's talk.
Fifteen minutes on a call is usually enough to know if we're a fit — and where we'd start.
The outcomes
What the numbers did next.
In their words
"We spent decades earning trust offline. This is the first work that translated it online."
— Director of Communications, UK health charity
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