How Touchstone nearly doubled organic clicks and AI Overview reach for office-planning searches
By answering the practical questions businesses ask before fitting out an office, Touchstone grew organic clicks 95% and AI Overview impressions 118% in four months with Blazly.
- 149KOrganic impressions+62% vs previous 4 months (from 92K)
- 35.3KAI Overview impressions+118% vs previous 4 months (from 16.2K)
- 2.33KOrganic clicks+95% vs previous 4 months (from 1.19K)
Source: Touchstone Blog Search Performance Report, 1 Jul – 31 Oct 2026.
Buyers research offices online first. Touchstone wasn't in that conversation.
Touchstone's buyers start with practical questions, compare options, then shortlist a design-and-build partner. Four gaps kept Touchstone out of that journey:
“Businesses research office size, cost and layout long before they call a contractor, and we weren't part of that research.”
- Gap 01
Low organic visibility
Searches on office interiors, workspace design and commercial infrastructure weren't reaching Touchstone.
- Gap 02
Content gaps
Little coverage of office space calculations, design standards, layouts and costs.
- Gap 03
Limited AI search presence
Touchstone's content wasn't surfacing enough in Google's AI-powered results.
- Gap 04
Traffic not tied to services
Informational visitors had no clear path to Touchstone's core offerings.
Solution
One strategy. SEO and AI discoverability, run by AI agents.
One strategy connecting SEO and AI discoverability, run through Blazly's AI agents in three steps.
- 01Map the questions buyers ask
Blazly's keyword research agent mapped office-planning demand: space calculations, interior layouts, office costs, design standards, space utilisation and AI-assisted planning, grouped by informational and commercial intent.
- 02Answer them with content that links to services
Practical articles such as how many people fit in 1,000 sq. ft., how to calculate office space cost and the four principles of office layout, each connected to Touchstone's design-and-build services.
- 03Track search and AI visibility together
Blazly monitored Search Console clicks, impressions, CTR, position and Generative AI Features impressions, flagging which pages were gaining traction and what to build next.
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See where your brand stands on Google and in AI answers today, and what it would take to get found like Touchstone.
- Where you rank for high-intent searches in your category
- Which AI answers mention your brand, and which mention competitors
- The pages and content to publish first
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