AI SEO case study
JLL
Removing the barrier between JLL’s expertise and AI answers
The brief
Property needs are specific. The answer should be too.
JLL’s expertise spans individual buildings and global portfolios. Our audit found that key website content only appeared after JavaScript rendered, leaving it unavailable to LLMs. We worked with JLL’s developers to resolve that access problem, then continued to sharpen how its services are explained.
JLL’s expertise now appears across ChatGPT, Gemini and Perplexity, as well as Google AI Overviews. We continue to strengthen the site so its full range of services is easier to recognise and recommend.
The work
How we did it
First we solved the access problem. We are now improving service pages, structure and internal links so JLL’s breadth of expertise is easier to match to a specific need.
Make key content accessible
Our audit discovered that key content was generated by JavaScript and only appeared in the HTML after rendering, leaving it unavailable to LLMs. Working with JLL’s development team, we helped resolve this issue.
Clarify the offer
We continue to optimise service page content to explain who each service supports, the needs it addresses and the outcomes clients can expect.
Connect the services
Ongoing optimisation focuses on page structure and internal links, helping users and AI systems understand how JLL’s services relate and find the expertise relevant to a specific property need.
Make the context clear
We continue to refine headings and supporting copy so each page clearly explains its subject, service scope and relevant expertise, building on the improvements to content accessibility.
The evidence
See the answers
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