Setting priorities for organic growth across search and AI

TwentyThree sells into a category where buyers research heavily before they speak to sales, so much of the buying process happens in search and, increasingly, in AI answers.

Organic growth in a business like this depends on product pages, content and site structure at once, and those three are usually owned by different teams. Deciding what to address first is the difficult part.

We assessed the site as a single system rather than three separate backlogs: how product pages compete for buying-intent queries, where topical authority is thin, and how the architecture distributes attention. We also examined how the company is described by sources it does not control, including AI answers about the category.

We set out the main constraints and the order in which to address product SEO, site structure, topical authority, positioning and the evidence AI systems read.

A prioritised plan, with the reasoning for each priority written down.