Unibricks

Unibricks is a property developer operating across several investment verticals, with a site that already had real SEO equity. The question wasn't visibility for its own sake — it was whether organic could become a dependable acquisition channel, on Google and in the AI assistants buyers now use to research. We ran the SEO/GEO strategy directly to accelerate it, then trained the team to take it over. This case zooms in on that organic work; for the full engagement — audit, paid, CRO and team coaching — see the Unibricks digital management case.

The organic engagement, at a glance:

• Run it — we drove the SEO and GEO strategy directly, to avoid losing time while the team scaled
• Prove it — a structural ranking gain on Google, and citations in AI assistants across the funnel
• Hand it over — SEO and GEO training so the team could take the channel

The challenge: turn existing SEO equity into a reliable channel — on Google and in AI

Unibricks had genuine search equity but flat organic performance — clicks sat flat through 2025. And increasingly, its buyers weren't only searching Google: they were asking ChatGPT, Perplexity and Google's AI answers where to invest, which categories to consider, who the players are. The goal was to convert latent potential into a growing, dependable organic channel across the group's verticals, in a bilingual market — and to exist in the AI answers, not just the blue links.

What we did: run SEO and GEO together, in FR and NL

Rather than wait while the team scaled, we ran the strategy ourselves — SEO and GEO as one workstream, not two. The turning point was the go-live of bilingual FR/NL pages in mid-October 2025, structured both to rank in search and to be usable as a source by AI systems. We worked the strategic queries that matter for the business and tracked the shift from launch.

The results: a structural ranking gain, and presence in AI answers

On classic search, from the mid-October 2025 launch:

• Clicks up ~65% — rising to as much as 2.5× at their winter peak
• Average position from ~18 to ~11 — and still improving on strategic queries

An honest read: clicks follow seasonal demand, so they rise and fall with the market. The ranking gain is different — it's structural, and it stays. That's the part that compounds.

And in AI: cited across the funnel, not just on the brand

The GEO work is now producing results where it matters most — not on branded queries (the easy win), but higher up the funnel, where buyers are still forming their intent:

• TOFU & MOFU — Unibricks is cited by AI assistants on broad, non-branded queries such as real-estate investment and investment-by-category (for example student housing or hospitality-type assets) — the moments where a prospect is exploring, not yet deciding
• BOFU — and on the lower-funnel, closer-to-decision queries too

Being present at the top and middle of the funnel is the hard, valuable part: it's where AI assistants shape which options a buyer even considers. That's visibility a competitor with stronger classic SEO doesn't automatically get — it has to be earned through how the content is built and structured.

Then we handed it over

Once the channel was moving, we trained Unibricks' team on SEO and GEO to take it over when ready — the same principle across everything we do: run it to get results fast, then transfer the capability so the gains stay when we step back.