Building a Generative Search Advantage for Priority Commerce
A unified GEO and SEO strategy drove AI visibility, boosted conversions and positioned Priority Commerce for the future of search
Overview
As generative search rewrote the rules of digital discovery, Priority Commerce — a fintech platform spanning payments, banking and payables — found itself at a crossroads.
Despite industry credibility, its visibility in AI-powered search experiences lagged. Priority Commerce needed a smarter, future-facing strategy to reclaim its position — not just in traditional SERPs, but in the generative engines shaping tomorrow’s buyer journeys.
Walker Sands’ integrated generative engine optimization (GEO) program helped Priority Commerce modernize its digital footprint, rebuild topical authority and gain early-mover traction in the generative search space. The result? Lasting visibility, real conversions and a competitive edge built for modern B2B buyer experience.
increase in Google AIOs Priority Commerce appears in
traffic to Priority Commerce site from AI sources
increase in conversions from AI Sources
The Challenge
Generative AI upended how buyers search, research and decide. And like many brands, Priority Commerce wasn’t showing up in AI search results.
Legacy content, technical gaps and fragmented messaging created confusion for users and AI alike. Traditional search engines couldn’t clearly define the brand’s expertise and generative tools failed to surface Priority Commerce in critical, high-intent moments.
Priority Commerce needed a unified search strategy, one that would:
- Align brand messaging with evolving buyer behavior
- Signal credibility across structured and unstructured data
- Strengthen visibility across both traditional and AI-generated search experiences
The Solution
Walker Sands built a multi-layered GEO and SEO program designed to support both present-day search behaviors and the emerging generative ecosystem.
Our approach included:
Strategic foundation
- Comprehensive keyword research aligned to user intent, competitive gaps and generative search opportunities.
- Bi-annual technical audits ensuring site architecture, schema and authorship signals stayed aligned with evolving GEO best practices.
Content evolution
- Optimization of existing content to strengthen thematic alignment and improve machine readability.
- Creation of a robust content pipeline tailored to Priority Commerce’s core themes, designed to perform in both SERPs and AI summaries.
- Integration of clear takeaways, FAQs, schema enhancements and intentional heading structures optimized for algorithmic interpretation.
Technical precision
- Structured data improvements and schema refinement to help engines correctly classify Priority Commerce’s expertise.
- Removal and redirection of outdated content that diluted authority and confused both users and AI systems about the brand’s focus.
This unified program restored clarity, improved topical authority and positioned Priority Commerce as a credible expert to both search engines and generative AI models.
The Results
By shifting from reactive SEO to a proactive, generative-ready GEO strategy, Priority Commerce achieved meaningful gains across key visibility and conversion metrics.
Generative Search Performance
- 470% increase in monthly AI-sourced traffic (Jan–Oct 2025)
- Featured in Google AI Overviews for high-value topics, including:
- Merchant services
- Banking APIs
- Corporate treasury
- e-Payments + B2B payments
Traditional Search Growth (Jan–Mar vs. Aug–Oct 2025)
- +75% increase in question-based search impressions
- +175% increase in clicks
- Position improvement: 50.7 → 23.7 across core fintech themes
Business Impact
- 30 high-value conversions directly attributed to AI-driven traffic in a 12 month period (previously zero)
By future-proofing Priority Commerce’s content and technical infrastructure, Walker Sands turned a visibility gap into a growth engine, establishing Priority Commerce as a standout, generative-ready brand in a crowded fintech market.
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Vice President, SEO