Taking 60% Share of Voice in AI Overviews for a Seating Manufacturer

Challenge

Our client is a specialist in cinema, stadium and theatre seating. Founded in 1977, the company remains the only UK seating company to handle the entire process - from design through to manufacture, installation and servicing - under one roof.

We have worked with them on organic SEO for several years, building strong, consistent visibility for the core seating terms that drive enquiries - from “retractable seating” to “lecture theatre seating”.

As Google evolved to answer some of these searches with an AI Overview before any organic listings appear, the mission was to make sure the brand was also named and cited in the AI Overviews rather than ceding that space to key competitors.

Solution

Building on years of established organic SEO work, we extended the campaign into GEO, focusing on a core set of commercial keywords spanning their full product range.

These ranged from high-volume category terms such as “bleacher seats” and “seating servicing” through to specific product searches like “retractable seating” and “cinema seating suppliers”.

The campaign focused on three areas:

Optimising existing service and product pages, and creating new ones, so that each search had a clear, well-structured page directly answering the buyer’s question - the format Google’s AI Overviews draw on most readily.

Ensuring our client remained the dominant source cited for both branded queries and “what is” style definitional searches such as “what is a bleacher seat” and “bleacher seating meaning”, which often sit at the very top of the buying journey.

Monitoring AI Overview mentions, citation positions and share of voice against competitors so the team could see exactly where the brand was winning or losing ground in AI-generated answers.

Results

Our client now holds AI Overview mentions for the large majority of its priority terms - including searches like “cinema seating suppliers” and “auditorium seating”, and definitional queries such as “what is a bleacher seat” and “bleacher seating meaning”. See some examples below:

They now hold 60.6% share of voice in AI Overviews - more than double the combined share of the four next largest competitors in the space.

For a family-run manufacturer based in Rotherham, this demonstrates that long-standing organic SEO foundations, combined with a focused GEO programme, translate directly into visibility in the new generation of AI-driven search.