QS Newsletter Issue 45

The landscape of organic search is undergoing a profound transformation driven by Artificial Intelligence, fundamentally altering how users discover information. For marketing directors, this meansmoving beyond traditional keyword rankings to amore sophisticated, AI-centric approach. AI’s Impact on Search: Google, Bing, and other AI-powered engines now utilise Natural Language Processing (NLP) and machine learning to deeply understand user intent, context, and even sentiment. The most visible change is the rise of AI Overviews (formerly SGE), which deliver immediate, summarised answers directly on the Search Engine Results Page (SERP). These summaries, often pulling from multiple sources, reduce the need for users to click through websites, significantly impacting organic Click- Through Rates (CTRs). AI is enhancing search by providing a deeper understanding of user intent, offering increased personalisation of results, and improving multimodal search capabilities (interpreting images, video, and text). E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) signals are increasingly critical for content quality, with original research and genuine human expertise becoming paramount. With Zoë Hunter stepping in as the new Network Manager, there was a clear need for a fresh, patient-centric digital overhaul. Quiet Storm, leveraging its existing relationship with the client, embarked on a comprehensive rebranding and website development initiative. The core objectives were clear: achieveWCAG 2.2 accessibility, shift the primary audience to patients by providing clear, layman’s terms information on blood diseases like Sickle Cell, ensure the site was easy to edit for the HCC team, and establish purpose-driven content. Solution and Outcome The project began with developing new brand guidelines, including a fresh visual identity with accessibility-compliant colours to convey personality and approachability. Following this, a new website was designed and built, prioritising clear and simple access to information for patients. The site also integrated MailPoet for newsletter sign-ups. Supporting graphics and promotional collateral were created to complement the new brand and aid in the launch. Quiet Storm also provided significant assistance with content population and ongoing support. The website officially launched in May 2025, strategically timed for an event on June 21, 2025. The project has successfully transformed HCC’s digital presence into a valuable and accessible patient resource. Client feedback has been overwhelmingly positive, with Zoë Hunter confirming good reception for the website and branding, and a successful event. The new look, combined with an organic search strategy and offline promotions, has significantly increased website traffic and engagement KPIs, demonstrating its effectiveness in reaching and serving its intended patient audience. The adherence to WCAG 2.2 standards has ensured a highly accessible platform, fulfilling a critical goal of the project. This patient-centric digital transformation has provided a vital lifeline for individuals managing blood diseases, making critical information, advice, and support readily available. The Haemoglobinopathy Coordinating Centre (NEY) faced a significant challenge with its outdated website. Hosted as part of Sheffield Teaching Hospital’s site, it primarily served internal communications and lacked patient focus and crucial WCAG 2.2 accessibility standards. Its primary goals were to achieve high organic search visibility and drive direct e-commerce sales for its DIY self-assembly carports, pergolas, and garden storage. The website was built with an intuitive interface, high-quality imagery, detailed product descriptions, and a smooth, secure purchasing journey. SEO efforts included extensive keyword research, on-page optimisation for target terms, technical SEO for site speed and mobile responsiveness, and engaging content development to build authority. Since its launch, the website has achieved remarkable success. Strategic SEO has led to a significant increase in organic traffic, with the site consistently ranking for critical search terms. Agadon Garden Living: Successful launch for organic growth and e-commerce Organic Search in an AI- driven, zero-click world HCC Rebranding Project: A patient- focused digital transformation Agadon Garden Living, a new brand complementing Agadon’s radiator range, faced the challenge of launching into the competitive online lifestyle product market. 1 Embrace “Zero- Click” Optimisation 2 Redefine Content Strategy for AI and Human Consumption 3 Strengthen Technical SEO for AI Crawlability 4 Re-evaluate Performance Metrics 5 Integrate AI Tools Strategically