GEO Case Study: How Decision Engine Optimisation Won Uniplay a £23k Playground Project

James Dooley (0:00)

GEO Official Case Study and How Decision Engine Optimisation Secured UniPlay Ltd. in the UK, a 23,000-pound project for a school that it would not have secured if they hadn't have done AEO, GEO or AI SEO. Today, I'm joined with Kasra and Kasra is going to go through the project and the case study showing why AEO is very, very important.

Kasra (0:31)

Yeah. So one thing to just start this video off with is a lot of people talk about discovery, like discovering brands in generative search or AI search. But one thing that we also try to do on the contrary is what we try to also take control of is the decision-making process. So like what James mentioned, we quoted the job a few months back for 23,400 pound and we were by far the most expensive out of the five. However, the person that was in charge of actually allocating the budget and picking the final decision, what they ended up actually doing is using AI to actually make that decision.

And as you can see, like we were by far the most expensive. Now, a couple of things that we are, a couple of reasons as to why we were actually picked. It had actually nothing to do with the price.

However, one of the things that it did take into consideration was our specification, which is obviously on the quote and stuff like that. And then second of which, the testimonials which made us by far the safest option for that business to pick us.

James Dooley (1:54)

Yeah, for sure. I mean, on there with regards to the specification, I think the hard part is the amount of times over the years that we've lost the project for someone that's given a cheaper price, but you wasn't comparing apples with apples. So it's like someone buying a Ferrari and then a Ferrari is up against a Fiesta on price, and a Fiesta is obviously going to be cheaper than a Ferrari, and they go, oh, I'm going to go with that, and you're going, well, hang on a minute, there's different specifications here. So the school had asked in this case for this playground design for specific markings like sports marking, like tennis court marking, netball court marking. They wanted a background color being installed and they wanted certain markings for the kids like hopscotches and stuff like that.

Now, the specification that the designer had put together at UniPlay exactly met the specifications that the school had asked for, where one or two just ignored what they was asking for and just did a redesign himself. And yes, it was cheaper, but it wasn't the specification that met what they needed for Ofsted, for the kids to do outdoor play and to increase activity through play. And ours ticked the boxes in a better way, and ChatGPT picked all of this up and then started to use case studies, testimonials and everything else alongside us meeting the specification in the best way. So it was a great project for us to win. UniPlay, they've actually installed it this summer. And again, it was one of them where we asked the client, and there's a few that don't like saying this, but we asked the client what made you choose us over the others. And we didn't know it was the most expensive until the client said, and they said, it just so happened to be that you was the most expensive. But ChargerBT said that they would go with you because you're the best value. And again, it was one of them stories. Check out the link in the description because we've got a couple of different case studies that we've posted.

And it was one of them moments where I said, if they didn't choose us, would you have gone elsewhere? And they literally turned around and said, yes, we wanted to choose the best value and the best fit for the projects of what we wanted for this summer installation. And therefore, because ChargerBT have come back saying you was the best fit and that you thought you was the best value, it met within our budgets because they had a 30,000 pound budget for the job. So even though it was the most expensive, it fit within the budget, it ticked all the boxes and therefore we got the 23,400 pound order.

Yet, if we hadn't done AEO, we wouldn't have secured those works.

Kasra (4:29)

Yeah, and then a couple of other things to add to what James just said. Testimonials play a very big part. Even if they are old testimonials, because it actually does show that you have been trading for some time, that's one thing that like both AI takes a look at and also reviews as well. So like if you've got separate reviews on like a platform, like for example, Yellow Pages or Yelp, for example, that can also help and go in your favour.