AI Citation Breakthrough: 120% More Leads for Guerilla Steel

1. Structured Data Without eCommerce

We worked together to map out all the products the business wanted to push. I connected Guerrilla Steel to Google Merchant Center, even without a full checkout function. By implementing Product schema on key pages (like their “Steel Brackets” and “Custom Fabrication” pages), it enabled Google to display product-style snippets in search.

Keeping it simple with Stripe “Deposit” buttons for instant lead conversion. $500 deposit, is offered through a stripe checkout. A request a quote or enquiry form button near by that is the real conversion action. No expensive or bulky online store required. Plus, we didn’t actually expect people to make this purchase online. Lots of customisation is often requested, but it always starts with the base model. We just wanted to target google shopping for more visibility.

Finding a strong voice gap and Authority Positioning with Evidence Based Content.

Id already been working with Morgan from Guerilla Steel for a while. I knew the business and I knew what his goals and brand was about. But we needed to look to his competitors and find a way to differenciate! I used Google’s own Notebook LM and Perplexity. I developed a custom list of source material to “spy on” Guerrilla Steel’s top 3 competitors and further refined his “customers needs & market insights”.

By analysing his existing content, socials and reviews along side over 250 data points from competitor websites, industry blogs, and niche publications, I could:

• Pinpoint content gaps in the market
• Identify marketing and product positioning strengths
• Understand what customers were really searching for

This gave us a data-driven advantage in the steel stable fabrication space

Guerilla Steel had established solid awareness-stage positioning across legitimate queries in the fabrication and equine stables space. But they were running the same core claims as everyone else. “height, weld quality, Australian steel”. The strongest voice gap was the absence of welfare-informed engineering content in the Australian equine market — no competitor was connecting structural or engineering decisions to horse health outcomes with any level of specificity. and Guerilla Steel’s actual product design warranted it.

That intersection (engineering quality + welfare outcomes) was what we build the “defensible authority position” around.

Together we picked a goal that we wanted to business to be known for and then clustered content around 3 Strategic Perspectives

The known for Goal: “Guerilla Steel builds horse stables the way engineers think and horse owners need — fully welded, proven, and built to last the life of your property.”

Our Authority Positioned Content Clusters:

Stable Ownership Stable Ownership
This content was about the full lifecycle of owning a steel stable. Key signals around cost transparency, site prep, DIY confidence, modular growth, commercial planning, asset portability.

Stables Engineered for Life
The technical case for fully welded Australian steel construction — covering structural integrity, material science, manufacturing process, and long-term performance in equine environments.

Welfare-Driven Stable Design
Stable design decisions explained through their impact on horse health, behaviour, and wellbeing — and handler safety. Content through this lens demonstrates structural choices are welfare choices. Things like airflow determines respiratory health or that materials determine hygiene.

2. AI Search Optimised Content – Customer Results and Helpful Content

To support AI Overviews, I added in-depth content that answered real customer questions. I started with content to support bottom of funnel queries. the ones where people were close to or ready to buy.

• Product comparisons
• “How to choose the right bracket” articles
• Project-based FAQs
• Descriptive, step-by-step guides

These were designed to match how people ask questions in search—and how Google’s AI summarises responses.

Then I added what we call “Top of funnel Content”. This is more interesting to me. I always learn a lot at this point. Because these are answers to question people ask BEFORE they reach out to the business. So the business is not always the best source to find these questions. I looked to redit, facebook groups and horse/equine forums to get a sense of what people are asking in that early stage awareness phase.

Finally I built case studies. Real stable builds. This is the primary proof mechanism the Evidence SEO framework runs on. I dont do generic service-location pages, ever. Every build is documented like a unique, “purchasable product”. It explains the customer’s problem and the decisions behind the design. I add in who else this type of build could suit. Add real budget breakdowns for that point in time. Then I link each case study to the matching customer review and the related product or service page.

AI Overviews and buyers alike can trace a real result back to a real offering.

4. Visual Content: Reimagined with AI

I hate stock photos. The old content was full of them. I got rid of them. GS has some great photos. At least they had great photos that had potential. Some were were low quality and small file sizes. AND lots of distractions. (a polite way photographers say you didnt prepare the space before you took the shoot) But lets be honest, they were not professional product shots. The quality of the images just didnt translate the quality of the build. We were missing those immersive lifestyle shots and helpful technical drawings most other established providers had.

So I used a mix of creative AI Image generation and photoshop ninjitsu. Tick for content uniqueness plus we now had media to use for an image search visibility play and for social posts too.

• Used AI to upscale and reprocess images
• Built a custom AI model of Guerrilla Steel’s products
• Created unique 3D-style renders and illustrations for blog images
• Corrected image sizes and file types for SEO and loading speed