The Challenge: Strong Expertise but Limited AI Search Visibility
Macedon Technologies needed to adapt their approach to SEO because enterprise buyers are increasingly using AI platforms, such as ChatGPT, Gemini, and Perplexity, to research vendors before visiting websites and making purchase decisions. Macedon is a recognized Appian Consulting and business process automation firm, so improving visibility inside AI search environments using AI SEO became a priority for them.
While Macedon has deep Appian expertise, buyers searching for terms such as “Appian partner,” “Appian implementation partner,” or “Appian practitioner,” using AI-powered tools, were not discovering Macedon consistently.
The Results of AI SEO
+350% from Perplexity
+226% from ChatGPT
+200% from Gemini
300%
increase in clicks
76%
increase in impressions
100%
increase in clicks
~57%
improvement in average ranking position
109%
increase in impressions for the term “Appian implementation partner
TSL Marketing used AI SEO strategy to improve Macedon’s discoverability in AI search as an Appian consulting firm. The AI search optimization strategy focused on strengthening authority signals around Appian consulting by developing web pages that emphasized Macedon’s expertise in key areas of Appian business process automation. With the guidance of TSL, Macedon was able to create content that aligned with the types of questions enterprise buyers ask to ensure that Macedon’s expertise is recognized by AI systems and surfaces in search results, including AI overviews.
“TSL’s AI SEO program is already delivering incredible results for Macedon. A prospect searching for a ‘US Appian practitioner’ in ChatGPT found us as the #1 recommendation and converted into a new sales opportunity after visiting our site.
Across the AI search tools we’ve tested, Macedon continues to appear in the top position, which is a huge validation of the strategy. This progress has far exceeded our expectations. Ryan Brady and the TSL team have been exceptional partners.”
--Stacey Wright, Sr. Director of Strategic Initiatives, Macedon Technologies
Through TSL’s AI SEO services, Macedon moved from a limited presence in AI search findings to appearing in recommended partner lists. Macedon now appears among leading US Appian practitioners and partners, such as Accenture and KPMG. AI platforms recognize Macedon as a credible provider when answering Appian-related queries.
Macedon is now appearing in AI-generated recommendations for high-intent Appian partner and implementation searches. Due to AI SEO efforts, a prospect researching “Appian implementation partners” in ChatGPT would discover Macedon through the AI recommendation, visit the Macedon website, and ultimately become a news sales opportunity. With the help of AI SEO, ChatGPT became a measurable lead source for Macedon, generating new HubSpot contacts with a ~4.5% session-to-contact conversion rate.
Demonstrating the power of AI SEO, Macedon’s AI referral traffic increased significantly across platforms, including +226% from ChatGPT, +200% from Gemini, and +350% from Perplexity.
AI SEO is making a significant impact on the exposure and engagement Macedon is experiencing from potential customers. Over the past year, Macedon’s search visibility for “Appian consulting” grew 300% in clicks and 76% in impressions. Macedon’s “Appian implementation” search performance doubled in clicks, a 100% increase, while the average ranking position of favored search terms improved by ~57%. Search demand for “Appian implementation partner” increased 109% in impressions for Macedon.
After TSL completed their AI SEO work, AI platforms quickly became a measurable and growing source of referral traffic for Macedon. The traffic from multiple AI platforms increased significantly, reinforcing that Macedon is surfacing in searches conducted across different AI environments instead of a single platform. With AI platforms emerging as a meaningful discovery channel for enterprise buyers researching Appian partners and business process automation consulting firms, Macedon is taking advantage of AI search.
Increased AI search visibility through AI SEO translated into real business outcomes for Macedon, not just traffic.
Macedon’s ChatGPT traffic produced new HubSpot contacts with roughly a 4.5% session-to-contact conversion rate. This rate of conversion shows that AI-driven discovery can generate qualified opportunities for Macedon.
Macedon Technologies already had deep expertise in Appian consulting and business process automation. However, their work with TSL Marketing on AI SEO helped ensure that expertise is clearly recognized within AI search environments. Now, Macedon appears as a top recommended Appian partner in AI-generated search responses, driving measurable referral traffic and new opportunities through AI-driven discovery.
About Macedon Technologies
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About TSL
Since our founding in 1999 as Technology Sales Leads, we have provided sales and marketing agency growth services for the information technology industry. From list building and acquisition to inbound and outbound lead generation, the world's top technology companies trust TSL to help plan, develop, and manage their sales and marketing efforts.
