Shred-X
An AI Search Visibility Strategy for one of Australia’s established secure destruction companies.
9/10
AI citation health score in ChatGPT
7/10
blended score in Claude, dropping to 3/10 without web search
36
location and service prompts tested
The client
A national secure destruction business covering document destruction, e-waste, data destruction and secure disposal, with NAID AAA certification and more than 20 years in operation.
The challenge
Shred-X already had strong SEO foundations. The question was whether AI platforms like ChatGPT, Claude, Gemini and Google AI Overviews would recommend them when customers asked for help, and for which services and locations.
What we did
Tested visibility directly against each major AI platform, using the same evidence for each: site content, backlink profile, Google Business Profile data and indexing status
Scored each platform separately, because each one weighs signals differently
Built 36 location and service prompts that reflect what customers actually ask
Wrote answer formulation guidance so key pages are easy for AI to extract and cite (AEO)
Ran a gap analysis, a content strategy deep dive, an off-site plan for digital PR, directories and social, and a technical SEO checklist for the team
What we found
ChatGPT already recognised Shred-X strongly, with a 9/10 citation health score
In Claude without web search, Shred-X was not confidently named in any of the 36 prompts
One service line had effectively zero AI recognition across all four cities tested
That gap became the priority for the content and off-site plan
