Passion for AV (passionforav.dk) is a Danish company specialising in audiovisual equipment, solutions, and consulting for private and business customers. The company has a strong professional profile, but lacks a digital presence that reflects this and could attract new customers organically, neither in traditional search results nor in the AI-generated answers that are increasingly shaping search behaviour.
Karina Vester Schultz at Vester Marketing was responsible for the overall SEO effort: SEO-optimised page texts, a new and clearer silo structure, on-page optimisation, and a dedicated strategy for AI visibility and GEO, from January 2026 onwards.
Table of content
Starting point for the collaboration
When the collaboration began in January 2026, passionforav.dk faced a number of classic challenges for SMBs in a competitive niche:
- Low organic traffic and limited visibility in Google’s search results
- No AI visibility – the AI Visibility score was not measurable (n/a) in March 2026
- An unclear silo structure that made it difficult for search engines to categorise the content
- Page texts that were not optimised for either search engines or users’ search intent
- No structured data to help AI engines identify the site as an authoritative source
The target audience for passionforav.dk is customers who are actively searching for AV equipment and solutions, and who are increasingly researching via both Google and AI platforms such as ChatGPT and Google AI Mode/Gemini. Reaching this audience required working on both fronts simultaneously.
Results from the SEO work so far
After the work on SEO optimisation, new silo structure and content optimisation, passionforav.dk began to achieve significantly greater visibility, both in Google’s organic results and in AI-generated answers.
Google Search Console: key figures Jan.–Jun. 2026 compared to the preceding period
Compared to the preceding period, the number of clicks increased from 125 to 187, while impressions grew from 13,000 to 20,400. The average position improved from 38 to 24.8 – a clear sign that the content is now ranking on more relevant searches and moving up in the results.
Organic traffic Jan.–Jun. 2026, with a clear upward trend following optimisation.
Results in the period
- ✓ 49.6 % more clicks from Google (125 → 187)
- ✓ 56.9 % more impressions (13.000 → 20.400)
- ✓ 53.2 % improvement in average position from 38 to 24.8
- ✓ The client has received concrete leads through the website
- ✓ AI visibility established from zero across three platforms
More clicks and impressions
The number of organic clicks increased from 125 to 187, a rise of almost 50 %. The increase does not only come from existing keywords, but also reflects that the site is now visible in new relevant searches as a result of the restructured silo and optimised content. Impressions grew even more strongly: from 13,000 to 20,400, corresponding to growth of almost 57 %. This means passionforav.dk is now shown far more often in Google’s search results for relevant queries.
Average position
The average position moved from 38 to 24.8 – an improvement of more than 13 places. This shows that the site is not only visible in more searches, but is also moving up in the results. An improved position across keywords significantly increases the likelihood of clicks, as the vast majority of clicks in Google go to the top positions.
CTR (Click Through Rate)
CTR stands at 0.9 % compared to 1.0 % in the preceding period. This is a stable development, and a CTR at this level is normal for pages ranking in the middle range, and will typically improve further as positions move upward.
AI visibility: From zero to established presence
One of the most notable results of the collaboration is the build-up of AI visibility for passionforav.dk. In March 2026, early in the process, the AI Visibility score was not measurable (n/a). By April 2026, the score had risen to 14/100 with a Low classification, and the site was now visible as a source in AI-generated answers.
March 2026 – no score
April 2026 – 14/100
The site is now visible across three central AI platforms: ChatGPT, Google Gemini and Google AI Overview. This means passionforav.dk does not only rank in Google’s traditional blue links – the site is also actively cited as a source when AI engines generate answers for users searching for AV equipment and solutions.
Distribution of AI visibility across LLM platforms
- Mentions 3 → 4 the site is mentioned more often in AI-generated answers
- Citations 11 → 12 the site is cited as a source across platforms
- Cited Pages 6 → 7 more subpages are recognised as authoritative
The campaign plan for Passion for AV
Karina Vester Schultz developed a comprehensive digital plan for passionforav.dk, covering both the immediate SEO optimisation and the ongoing strategy for organic growth and AI visibility. The plan was reviewed and approved by the client before work began.
The execution and what has been delivered
Delivering a product the client is satisfied with is important, which is why there is always ongoing dialogue throughout the process.
New silo structure and URL architecture
The website passionforav.dk was given a new and clearer silo structure with /produkter-losninger/ as a central hub for product categories and solution overviews. The structure is built so search engines can easily understand the hierarchy and relationship between pages, and so link equity flows correctly from the homepage to subpages.
SEO-optimised page texts
All page texts on passionforav.dk have been revised and optimised based on keyword analysis. The texts are written with a dual purpose: to communicate clearly to the user and to rank on relevant keywords. Each section is also written as a standalone, authoritative answer, suitable for AI retrieval and passage-based indexing.
Technical SEO and structured data
A technical SEO review with a focus on Schema.org markup, correct meta tags, mobile performance and internal link structure. Structured data not only helps traditional search engines understand the site – it is also a key signal to AI engines that the site is authoritative and well-documented.
GEO and AI search optimisation
GEO optimisation has been central to this process. Content is structured for passage retrieval and semantic search, with explicit entities, clear processes, and concrete outcomes in the texts. This is the type of content AI engines use as a source for generated answers. The result is visible: from no AI score in March to 14/100 and visibility across three platforms in April.
Status and expected results
The collaboration with Passion for AV is ongoing, and work continues to strengthen visibility and leads. The primary goals for the continued collaboration are:
- Stronger organic rankings on product-related keywords in the AV category
- Increased visibility in Google AI Overview, ChatGPT and Perplexity for AV-related queries
- Continued growth in leads through organic traffic
- A rising AI Visibility score as the content is fully indexed
The collaboration is ongoing, and work continues to strengthen results and AI visibility.
What this case shows about Vester Marketing’s approach
Passion for AV illustrates the holistic approach Karina Vester Schultz applies when a business needs a comprehensive digital lift: silo structure, content optimisation, technical SEO and AI search are treated as one integrated process – not as separate deliverables assembled after the fact.
For businesses in competitive niche markets – where customers research thoroughly before purchasing and where AI platforms play a growing role – digital presence is not merely a marketing question. It is a competitive parameter that directly affects which businesses customers find and contact.
Karina Vester Schultz has expertise across all disciplines in this process: technical SEO, content production, GEO optimisation, structured data and AI search. It is the combination of these skills in one integrated process that creates a result greater than the sum of its parts.
Does your business need a similar digital lift? Contact Karina Vester Schultz for a no-obligation conversation about your situation.
Vester Marketing · Karina Vester Schultz
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