Sorilbran Stone

• 497% — Increase in Traffic from LLMs YoY Between 2024 and 2025
• $3 Million — Total Pipeline Influence from AI Optimization Strategies
• $1.7 Million — Qualified Pipeline from AI Referrals (27% Conversion Rate)
• $1.3 Million — Qualified Pipeline from Non-Google Search Engines from AI Optimization

Shifts in search behavior heavily impacted site traffic; we saw upwards of a 40% decrease at its worst. SEO was bending under the weight of GEO/AEO, a discipline that, at the time, had neither been named nor formalized. Visibility in AI systems was limited; what visibility the brand did have was strictly top-funnel. Finally, traffic from LLMs bounced around our site in search of trust signals.

APPROACH
• Analyzed competitors to determine how our competitors were positioning themselves.
• Mined 1st-party data to identify gaps between prospect asks and brand value proposition.
• Filtered our value proposition through prospect asks to insure intent pages answered specific questions.
• Added modular elements to intent pages, including objection-handling FAQs, and case studies so that proof landed on intent pages.
• Ensured the most important site pages underwent dual builds: narratives for human buy-in and structured content for machine readability.

By mid-Q4 2025, site traffic from LLMs grew from 0.67% in Q4 2024 to 5% in Q4 2026. ChatGPT became the 2nd-highest converting sales channel with $1.7 million in qualified pipeline from AI referrals. Wooed mid- and lower-funnel AI referral traffic.

• 66% — Monthly Ad Spend Reduction by Auditing 44 Ads & Optimizing Top Performers
• 11.34% — Conversion Rate on Search Ads, up from 2.14%
• 84% — Reduction in Cost per Acquisition for Search Generic
• 7.29% — Conversion Rate on Branded Ads, up from 1.67%
• 85% — Reduction in Number of Ads

A 5-figure monthly Google Ads spend was producing traffic but zero sales-qualified leads (SQLs). Forty ads across unrelated verticals were pointing to just two generic landing pages, ignoring buyer intent. Campaigns were optimized for an outdated buying environment; messaging no longer matched what prospects cared about.

APPROACH
• Rebuilt the paid search strategy around intent clusters aligned to evolving buyer priorities (ROI, pilots, proof).
• Audited lost deals and sales calls to extract objections and rebuild messaging around real decision drivers.
• Matched ads to landing pages to case studies into a single proof-driven conversion flow.
• Integrated modular case study previews directly into paid landing pages to surface proof earlier.
• Simplified forms, rewrote landing pages, and realigned CRM routing to distinguish high-intent prospects from passive traffic.

I transformed a paid channel producing zero SQLs into a predictable, intent-driven pipeline engine. I generated $4.8 million in qualified paid pipeline while maintaining existing ad spend levels.

• 16x — Organic Pipeline Expansion, from $700,000 in 2021 to $11.7 Million in 2025
• 300+ — Articles Updated & Added to Drive Full-funnel Traffic

The company blog functioned as a publishing outlet, publishing content only for holidays. Heavy reliance on paid acquisition created pressure to build a sustainable inbound engine, and organic traffic existed but lacked clear pathways to conversion, proof, or sales alignment. The content strategy was holiday- and creator-focused rather than structured around buyer questions and decision stages.

APPROACH
• Designed a search-first editorial framework that mapped articles to real prospect questions, objections, and conversion pathways.
• Built a scalable content engine producing long-form resources aligned to organic discovery, direct traffic, and referral amplification.
• Integrated case studies, proof assets, and conversion elements directly into educational content to shorten the path from discovery to sales.
• Aligned inbound content with CRM tracking and pipeline reporting so marketing performance reflected revenue impact, not just traffic growth.

I increased traffic sources to include high-intent referral traffic, including traffic from AI systems like ChatGPT and Perplexity. Qualified pipeline from organic inbound grew from $700,000 in 2021 to $11.7 million in 2025.

• 40% — Disambiguation Across 2 out of 5 AI Systems After 8 Days
• 80% — Disambiguation Across 4 out of 5 AI Systems After 8 Days

The proptech founder, preparing to go to market, wanted to launch a PR effort without a canonical owned channel. The founder’s entity was being conflated with another tech founder who had the same name. And there was a time crunch. The founder was applying for a speaking opportunity and also preparing to launch his platform.

I had the founder narrate a voice note covering his full work history and guided Claude through a structured process to build a canonical bio, including key challenges and objectives. I also created detailed instructions for building the founder website, developing the platform About page, and optimizing LinkedIn content to accelerate entity resolution.

I enabled the founder’s Claude to build his site and create a machine-extractable LinkedIn profile, fully separated his identity from another founder across Copilot and Perplexity in 8 days, and achieved propagation to Claude within 3 weeks.