GratefulA 381% increase in first-page visibility, built into a brand-new website from the ground up.
Grateful is one of hospitality's leading tipping and tronc platforms, trusted by major operators across the sector. When they rebuilt their website, we came in as the SEO and GEO partner from the planning stage onward, shaping the content and structure of the new site, consulting on the build itself, steering the migration, and handling the technical work post-launch to make sure the new site performed from day one.
Use the rebuild
as a springboard.
A website rebuild is one of the riskiest moments in a brand's search life. Done badly, a migration can wipe out years of hard-won rankings overnight. Grateful's goal was the opposite: use the rebuild as a springboard.
They needed a new site that wasn't just better looking, but architected for search and AI discovery from the foundations up, with the migration handled carefully enough to protect existing equity and grow it. Our job was to make SEO and GEO a built-in part of the project, not a fix bolted on afterwards.
Involved from planning
through to post-launch optimisation.
We were involved from the planning phase through to post-launch optimisation — making SEO and GEO a built-in part of the project, not a fix bolted on afterwards.
Content strategy and structure
We planned the content and information architecture for the new site, mapping topics, page structures and internal linking around the terms and questions that matter in tipping, tronc and hospitality compliance.
Build consultancy
We consulted on the general site build, making sure SEO and GEO best practice was designed in from the start rather than retrofitted, so the new site was technically sound and search-ready by design.
Site migration
We steered the migration to protect existing rankings and equity through the transition — the highest-risk part of any rebuild.
GEO (Generative Engine Optimisation)
We structured content so the platform is discoverable and citable in AI search, where hospitality operators increasingly research compliance and tronc solutions.
Post-launch technical amends
After go-live we handled the technical fixes and refinements needed to keep the site healthy, fast and fully crawlable.
Numbers that
tell the story.
Up from 16 first-page rankings to 77 — a near-fivefold increase in organic first-page visibility.
Share of search traffic in their market post-launch.
From 16 to 77 first-page rankings through the rebuild.
The rebuild grew visibility rather than losing it — the rarest migration outcome.
Structured for discoverability and citation in AI search from day one.
Materially stronger
out the other side.
Rather than treating the rebuild as a risk to survive, Grateful came out of it materially stronger. First-page visibility climbed 381%, the brand now holds a 20% share of search traffic in its market, and the new site is structured for both traditional and AI-driven discovery.
Because the search strategy was built into the project from the planning stage, Grateful launched with a site that performs, instead of spending months recovering from the move.
Planning a rebuild or migration?
A migration done right grows visibility rather than losing it. Let's talk about making SEO and GEO a built-in part of your project from the start.