GEO for a cooking school and events venue
An AI-search programme that made a hands-on cooking school citable inside AI answers — earning 271 sessions, 191 users and 9 tracked purchases from AI platforms.
Anonymised at the client’s request — results are real and unedited.
The challenge
The school runs interactive classes, culinary courses and corporate team-building days, and its SEO had been built to win sessions, impressions and click-through rate on traditional results pages. As AI-generated answers began absorbing those clicks, the owners wanted three things at once: to be recognised and referenced inside AI-generated responses, to keep the organic rankings they already held, and to sustain a steady flow of bookings while search behaviour shifted underneath them. The problem was no longer ranking on one search engine — it was being present across the whole search ecosystem.
Our approach
Authority and trust signals in the content
Rewrote key pages so the things that establish credibility for a cooking school — accredited chefs, class formats, the venue, the corporate offering — read as plain, checkable facts an AI model can attribute, rather than marketing copy it has to interpret.
An llms.txt roadmap for AI models
Created and submitted an llms.txt file pointing AI systems at the pages that should represent the business, so answers get built from the real class, course and venue pages rather than whatever a crawler reaches first.
Schema markup for machine reading
Implemented structured data so search engines and AI systems can parse what the business is, what it sells and where it operates in a format they consume directly.
FAQ expansion against real questions
Expanded the FAQ content to answer what prospective attendees actually ask, giving AI models a clean, quotable source for those queries.
The results
- 271 sessions and 191 users arriving from AI platforms — an audience the site was not reaching through traditional search alone.
- Sessions climbed sharply from the starting baseline and then held at a consistently high level, indicating sustained interest rather than a one-off spike. New-user acquisition followed the same pattern.
- 9 tracked purchases attributed to AI platforms, with purchase revenue trending upward across the period after an early rise and a temporary dip.
- Presence established across Google AI Overviews, ChatGPT and Perplexity.
Key takeaway
Booking-led businesses are unusually exposed to zero-click search: if the AI answer describes classes like yours without naming you, the booking goes to whoever it did name. Being the source the answer is built from is what converts.
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