MS Trust

MS Trust is a leading UK charity supporting people affected by multiple sclerosis (MS).

With a large library of medically reviewed resources, the organisation strives to provide accessible, evidence-based answers to complex user questions relating to MS.

The challenge

With AI rapidly revolutionising the search landscape, MS Trust faced some new challenges:

• Traditional SEO metrics no longer captured the full picture of search behaviour.
• AI Overviews (AIOs), chat-based responses and generative search results were beginning to dominate search engines.
• Quality and accuracy of AIOs to address the misinformation and risk to health outcomes.
• Key informational content needed to be optimised for machine readability, not just conventional rankings.

MS Trust required a GEO strategy to ensure their high-authority medical content remained visible, discoverable and competitive in AI environments.

GEO objectives

We structured the project around four core goals:

1. Enhance visibility in AI Overviews (AIO) and generative search environments.
2. Increase AI-attributed traffic and conversions.
3. Improve content discoverability via structured data (schema implementation).
4. Future-proof MS Trust’s content as AI becomes the primary search gateway.

The solution

GEO strategy & implementation

As AI-driven search experiences reshape user behaviour, we took the initiative to strengthen MS Trust’s visibility and ensure their authoritative content is surfaced across AI platforms.

By implementing elements of core pillars of GEO (schema optimisation, content alignment, conversational restructuring, and AI-centric measurement), we delivered an uplift in AI visibility, traffic and conversions.

Technical GEO (Schema & Structure)

We implemented advanced schema across priority pages to improve machine readability and support appearance in AIOs and AI summaries.

Our work included:

• Rolling out structured schema markup across priority content types.
• Ensuring all content included clear entity definitions.
• Identifying and correcting schema errors.
• Standardising structured data across the site.

Content alignment

To align content with AI demand patterns, we:

• Provided recommendations for content optimisation and rewrites on key informational pages.
• Improved clarity and factual accuracy to support summarisation.
• Ensured content was structured in a question–answer format.
• Embedded authoritative statements AI models prefer to cite.

Conversational AIO restructuring

AI Overviews rely on explicit answers, high authority, clear entities, fact-based statements and well-structured content. We aligned MS Trust’s content with these needs, and this is ongoing.

AI-centric measurement & tracking

We built a dedicated AI visibility dashboard to track AIO rankings, AI visibility scores, AI-specific traffic and AI conversions. This framework allowed us to proactively adapt to algorithm changes and emerging user patterns.

The results

From April to October 2025, MS Trust saw:

• AI Traffic: 4,061 sessions (+907.7% YoY)
• AI Conversions: 3,072 key events (+557.8% YoY)
• AIO tracked keyword coverage: from 1 keyword in April to 42 in October

Table showing organic channels vs AI performance YoY metrics for the period Apr-Oct ‘25

These results demonstrate the transformative value of GEO in improving discoverability and engagement in AI environments.

Other key metrics:

• Impressions: 71.1M vs 25.2M in the previous year
• Clicks: 656K vs 385K in the previous year
• Average position: 13 vs 18.2
• AI Conversions this period:
  • 3 Volunteer enquiries
  • 3 Donations
  • 4 Purchases

Growth in AI Overview (AIO) rankings

From April–October 2025, AIO keyword coverage grew significantly for tracked keywords following both GEO & SEO optimisations:

Graph showing overall keyword growth in AIO

This rapid growth illustrates that optimised pages were not only being surfaced but actively engaged with, driving conversions through AI-driven platforms.

As a result of GEO, MS Trust now appears in AI Overviews for a diverse set of MS search queries, such as:

• Conditions like MS
• How do you test for multiple sclerosis?
• How is MS diagnosed
• MS symptoms
• Treatment for MS
• What is MS?

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