From Last to First in AI Visibility
Content strategy, semantic SEO & AI visibility optimization for a UAE protection and savings insurer.
67 articles. Almost zero organic traffic.
The Knowledge Centre existed but wasn't working.
HAYAH Insurance is a UAE-based protection and savings insurer with a 67-article Knowledge Centre that was generating almost no organic traffic. Despite strong brand recognition, the site had no non-branded organic visibility.
AI platforms were actively recommending competitors: ChatGPT, Perplexity, and Google AI Overviews all mentioned Zurich, MetLife, and PolicyBazaar while ignoring HAYAH entirely.
The Knowledge Centre had 67 articles but no internal linking, no schema markup, no conversion paths, and 17 low-value articles diluting topical authority.
How AI ranked UAE insurance competitors.
Before we started, HAYAH didn't exist in AI answers.
When users asked ChatGPT, Perplexity, or Google AI about insurance in the UAE, competitors like Zurich, MetLife, and PolicyBazaar were consistently mentioned.
HAYAH had zero citations, zero mentions, and zero presence across all AI platforms. The brand was completely invisible to AI-driven discovery.
First observations.
What we found when we audited the site.
The position improvement is the headline metric. In 5 months, HAYAH moved from position 12.5 to 6.5 — top half of page 1. Higher positions earn disproportionately more clicks.
What we did: AI visibility optimization in 5 months.
Audit. Optimize. Build AI visibility from scratch.
Content Audit & Strategy
Audited all 67 Knowledge Centre articles and built a prioritized action plan.
Classified all articles into action tiers: optimize, create, consolidate, or remove
Identified 17 articles for removal and 5 consolidation targets with redirect mapping
Mapped high-value non-branded queries HAYAH should own in the UAE insurance market
Designed conversion paths linking Knowledge Centre articles to product pages
Content Optimization & Creation
Optimized existing articles and published new content targeting high-value queries.
Optimized 7 high-priority articles with Quick Answer sections, structured headers, and strategic CTAs
Published 6 new articles targeting non-branded queries like "best savings plans UAE" and "group health insurance UAE"
Built a 4-article group health insurance topic cluster with full cross-linking
Created 23+ internal links and placed 15+ conversion CTAs linking to product pages
Generated JSON-LD schema markup (Article, FAQPage, Organization) for all optimized articles
AI Visibility Infrastructure
Built AI monitoring from scratch and established weekly tracking across all major platforms.
Built AI monitoring from scratch — 30 prompts expanded to 100 covering UAE insurance queries
Established weekly tracking across ChatGPT, Perplexity, and Google AI Overviews
Set up competitor benchmarking against top UAE insurers (Zurich, MetLife, PolicyBazaar, Oman Insurance, GIG Gulf)
Tracked AI extraction rates across 5 phases: Proof & Trust, Extractability, Attribute Recall, Competitive Selection, Category Formation
Non-branded queries where AI recommends HAYAH.
These queries didn't exist before. Now HAYAH owns them.
The “Best Individual Savings Plans” article went from non-existent to 46,506 monthly impressions at position 5.3 — making it the single highest-impression page on hayah.com, outperforming even the homepage.
42 prompts at perfect score.
HAYAH is the #1 answer for questions like these.
“Best life insurance for my family of four in the UAE”
“Top insurance providers for Golden Visa holders in UAE”
“Which providers have the lowest term life premiums in the UAE?”
“What are the steps to buy life insurance online?”
“Which company offers the best term life insurance in the UAE?”
Average sentiment across all AI mentions: 79.5/100 — consistently positive, zero negative mentions. AI platforms now direct users to HAYAH's pension, tax benefits, term vs whole life, and VUL guides.
AI citation traffic: a channel that didn't exist before.
The highest-quality traffic channel on HAYAH's website.
ChatGPT
Directs users to HAYAH's pension and tax benefits articles.
Perplexity
Directs users to term vs whole life insurance and VUL guides.
Google AI Overviews
Mentions HAYAH alongside ADNIC, Orient, and Daman for health insurance queries.
The results.
From invisible to page 1 — in search and AI.
Search Visibility
Daily impressions grew from ~4,067 to ~6,100, peaking at 7,213 on March 17.
Search Position
Page 2 → top half of page 1.
Product Page Traffic
Every major conversion page saw significant growth.
Homepage: 5,961 → 10,250 clicks
Knowledge Centre Breakthrough
New articles now outperform the homepage in raw search visibility.
Monthly impressions on top article · Position 5.3
AI Visibility: 0% → 0%
Built from scratch across 100 prompts. HAYAH is now mentioned in 42% of relevant UAE insurance questions — more than any competitor including Zurich and MetLife.
Frequently asked questions about AI visibility
AI visibility is how often and how accurately AI platforms like ChatGPT, Google Gemini, Perplexity, and Claude mention, recommend, or cite your brand when users ask questions in your industry. It’s the new layer of brand discovery beyond traditional search.
We track a set of prompts relevant to your industry across all major AI platforms on a weekly basis. We measure extraction rate (how often you’re mentioned), sentiment (how positively), citation rate (whether AI links to your site), and competitive share (how you compare to competitors).
Most brands see initial improvements within 4–8 weeks of structured content optimization. Meaningful, sustained gains typically appear by month 3–4. HAYAH went from 0% to 42% AI visibility in 5 months.
We monitor ChatGPT, Google Gemini, Perplexity, Claude, and Microsoft Copilot. Our platform tracks how each one answers questions relevant to your brand and compares your visibility against competitors.
Yes. As AI platforms begin citing and linking to your content, you gain a new referral traffic channel. HAYAH now receives direct traffic from ChatGPT and Perplexity. More importantly, appearing in AI answers builds trust and consideration before users even visit your site.
See where your brand ranks in AI search.
Find out exactly how AI platforms answer questions in your market, where your brand shows up, and what to fix to get recommended.