Putting Our Own Brand to the Test: How North + South Boosted Its AI Visibility
October 16, 2025
Here’s exactly what we did, what changed, and what you can learn to apply to your own creative business.
We talk about AI visibility, entity alignment, and structured content all the time — but do our own techniques actually work? Instead of just sharing theory, we decided to put North + South Marketing Agency to the test. Over the past 10 months, we implemented our own strategies: structured content, internal linking, press page updates, and JSON-LD schemas. The results were eye-opening.
Why AI Visibility Matters for Creatives
AI visibility goes beyond traditional SEO. It’s about being recognized as a credible, consistent entity across the internet. Generative search engines like ChatGPT, Google AI Overviews, and Perplexity rely on structured signals to decide which brands to surface in results.
If you’ve ever wondered how blogging improves your photography business SEO or how to use Pinterest for SEO as a wedding photographer, you know that content and structure are key. AI visibility simply amplifies that by connecting the dots between your site, your features, and your credibility signals online.
Our Starting Point
On January 1, 2025, our AI visibility looked like this:
- AI Visibility Score: 42%
- Entity Clarity: Medium
- Content Depth: Low
- Press & Features Integration: Low
- Internal Linking Optimization: Low-Medium
- Structured Data (JSON-LD): Partial
The main challenges were clear: our structured data was incomplete, entity signals across pages weren’t fully aligned, and our press mentions weren’t centralized.
The Changes We Made
To improve, we applied the same strategies we recommend to our clients:
- Structured Blog Content
- Published multiple long-form blog posts on AI visibility, SEO tips, and press pages.
- Linked internally to cornerstone content, like SEO Works While You Sleep and The Wedding SEO Method course page.
- Service Page Updates & Entity Alignment
- Updated all service pages to include consistent business name, location, and tagline.
- Added clear headers and internal links to other relevant posts, like Google Business Profiles for Wedding Vendors.
- Press Page & Feature Integration
- Built a dedicated press page to centralize all features, awards, and collaborations.
- Linked press mentions to blogs, service pages, and relevant case studies.
- JSON-LD Structured Data
- Implemented FAQ + BlogPosting schemas across new and updated posts.
- Ensured each page had descriptive, AI-friendly metadata.
- Internal Linking Optimization
- Clustered content by theme and used descriptive anchor text.
- Linked older blog posts to new content for AI and SEO reinforcement.
The Results
Here’s the AI Visibility Improvement Chart from Jan 1 → Oct 16, 2025:
| Metric | Jan 1, 2025 | Oct 16, 2025 | Notes |
|---|---|---|---|
| AI Visibility Score (%) | 42% | 68% | Content and schema updates improved AI recognition significantly. |
| Entity Clarity | Medium | High | Consistent branding and press page integration helped AI connect the dots. |
| Content Depth | Low | Medium-High | Long-form blogs and updated service pages strengthened overall authority. |
| Press & Features Integration | Low | Medium | New press page and linked features enhanced credibility. |
| Internal Linking Optimization | Low-Medium | High | Clustered content and descriptive anchor text improved AI understanding. |
| Structured Data (JSON-LD) | Partial | Full | FAQ + BlogPosting schemas implemented across key pages. |
💡 Visual Suggestion: Add a bar graph or line chart showing the before-and-after for AI Visibility Score, Entity Clarity, and Content Depth for at-a-glance impact.
By auditing our own site and applying the strategies we teach, we boosted our AI visibility by over 25 points. That’s not just theory — that’s our brand, tested and proven.
Key Takeaways for Your Brand
- Structured Content Matters
- Long-form blogs, internal linking, and cornerstone posts give AI engines clear signals about your expertise.
- Press Pages Are Critical
- Centralize features, awards, and interviews to improve AI recognition. See our blog Press Pages Are the New SEO Power Move for a step-by-step guide.
- JSON-LD + Schema = Authority Signals
- FAQ and BlogPosting schemas make your content easy for AI to read and cite.
- Entity Alignment is Key
- Ensure your business name, location, tagline, and brand signals are consistent across all pages.
- Internal Linking Reinforces AI Understanding
- Cluster related posts and services, and use descriptive anchor text that signals context to AI models.
Next Steps
We’re continuing to test and refine North + South’s AI visibility strategy. If you want similar results for your creative business:
- Audit your AI visibility and identify gaps.
- Build or update your press page.
- Add structured content and JSON-LD.
- Optimize internal linking across your blog and service pages.
Your visibility isn’t just about ranking — it’s about being recognized. The strategies that worked for us can work for your brand too.
Frequently Asked Questions
1. What is AI visibility?
AI visibility measures how well a brand, website, or content is recognized and trusted by AI search engines like Google AI Overviews, ChatGPT, and Perplexity. It goes beyond traditional SEO by connecting entity signals, structured content, and external mentions.
2. Why does North + South track its own AI visibility?
Tracking our own AI visibility allows us to test the strategies we teach clients in real time. By auditing metrics like AI Visibility Score, Entity Clarity, and Content Depth, we can see exactly how improvements like structured content and press pages affect our brand’s recognition by AI.
3. What changes improved North + South’s AI visibility?
Key improvements included:
- Publishing long-form blog content and cornerstone posts
- Creating a centralized press page for features and awards
- Implementing FAQ and BlogPosting JSON-LD schemas
- Optimizing internal linking with descriptive anchor text
- Consistent branding and entity signals across service pages
4. How does a press page help AI visibility?
A press page consolidates all your features, interviews, and awards in one place. This allows AI engines to “connect the dots” between your site and credible external mentions, improving entity clarity and trust signals.
5. How often should I update my AI visibility strategy?
AI visibility is dynamic. We recommend auditing your site every few months, updating content, press mentions, internal linking, and structured data to maintain or increase recognition.
6. Can AI visibility improvements benefit my SEO too?
Yes! Many AI visibility tactics — like structured content, internal linking, and entity alignment — also boost traditional SEO. Google and other search engines reward clear, authoritative content and well-structured pages.
7. How can other creatives test their AI visibility?
Start by reviewing metrics such as:
- AI Visibility Score
- Entity Clarity
- Content Depth
- Press and feature integration
- Internal linking optimization
From there, implement structured content, JSON-LD, and press pages, then monitor improvements over time.
Hero photo credit to Southern & Grace Photography
