--- title: Hospice SEO & AI Visibility Case Study - Oshyn description: See how Oshyn boosted a hospice provider's AI visibility and organic SEO, making it the 2nd most AI-recommended hospice brand in its market. url: https://www.oshyn.com/work/seo-geo-audit-ai-discoverability --- # SEO and GEO Audit Gives Hospice Provider a Baseline for AI-Era Discoverability ![Nurse holding a patient's hands](https://media2.oshyn.com/-/media/Oshyn/Case-Studies/SEO-and-GEO-Audit-Gives-Hospice-Provider-a-Baseline-for-AI-Era-Discoverability/cs_hero_seo_geo-audit-gives-ai-discoverability.jpg?rev=514c623126ac4547a7ba4b2aa07a2157&hash=B368A6FF8D590EAA2086D2F02820756A) This National Hospice & Palliative Care Provider is one of the United States's largest provider of end-of-life and hospice care. The company delivers hospice and palliative care services across more than a dozen states. ![National Hospice & Palliative Care Provider logo](https://media2.oshyn.com/-/media/Oshyn/Case-Studies/SEO-and-GEO-Audit-Gives-Hospice-Provider-a-Baseline-for-AI-Era-Discoverability/cs_intro_seo_geo-audit-gives-ai-discoverability.jpg?rev=ce1223d21f5a45f4bdcdb9dacaea59bd?h=564&w=476) - Services - Technical SEO Analysis - Competitive Benchmarking - AI Affinity Mapping - AI Discoverability tracking #### Oshyn delivers a two-part SEO and AI visibility audit that benchmarks this Hospice Provider against competitors, identifies critical technical gaps, and establishes a clear roadmap for improving search and AI discoverability. ## The Challenge When a family searches for hospice or palliative care for a loved one, often during one of the most difficult moments of their lives, that search often starts online, and increasingly, on an AI platform like ChatGPT or Gemini rather than a traditional search engine. Which providers surface in those results, and how those platforms describe them, can shape a family's understanding of the care options available to them. This national hospice and palliative care provider had been experiencing significant losses in organic traffic, a concern for an organization whose patients and families often begin this search online. Beyond declining keyword rankings, the team had limited visibility into how the organization was being represented, or overlooked, by AI-generated responses from platforms like ChatGPT, Gemini, and Perplexity. As part of a broader UX redesign initiative, the organization wanted an honest accounting of where they stood, including the technical health of their site, how their content compared to competitors in organic search, and increasingly, whether AI platforms were citing them when patients searched for hospice care. Without a clear baseline, prioritizing the right improvements would be guesswork. The organization turned to Oshyn to build a solution that would address their traffic-drop issues by closing the gap in both their traditional search and AI discoverability. ## The Solution Oshyn was selected by the organization for its expertise in GEO/AEO and designed a two-part solution that treated traditional search performance and AI discoverability as two sides of the same coin. The first part was a comprehensive technical and content SEO audit. Oshyn ran Google Lighthouse and PageSpeed Insights on the homepage to capture a before-and-after snapshot, then used Screaming Frog and Ahrefs to identify crawling and indexing issues, content freshness gaps, and an incomplete schema landscape. They also benchmarked the organization's organic keyword data, backlink profile, and domain authority against its competitors. Oshyn also conducted an AI visibility assessment powered by a proprietary AI Affinity Mapping tool and Scrunch.ai. This analysis tracked how often and how accurately the organization was cited across major AI platforms, benchmarked its citation share against competitors, and mapped the signals shaping how AI systems describe and position the brand. All findings were structured into a tiered, prioritized roadmap of recommendations so the organization's team would know exactly where to focus first. ![Laptop displaying a nurse holding a patient's hands](https://media2.oshyn.com/-/media/Oshyn/Case-Studies/SEO-and-GEO-Audit-Gives-Hospice-Provider-a-Baseline-for-AI-Era-Discoverability/solutions-laptop_seo_geo-audit-gives-ai-discoverability.png?rev=100e18d304ec45a58bec90512e99b569?h=568&w=714) ## The Outcome Oshyn gave the organization a clear path to closing its gap with the category leader. The organization ranked as the second-most-recommended hospice brand by AI in its competitive set, narrowly trailing the category leader. With its primary problem being a content gap rather than a brand or service gap, the team could directly address it through targeted content improvements. Oshyn’s work also provided immediate technical wins including improving site speed, moving the organization's mobile load time out of Google's "Poor" performance range for the first time and eliminating mobile layout shift entirely, gains that would help both search engines and AI platforms crawl and rank the site. With this new solution the organization can turn AI discoverability into a channel they can track and improve quarter over quarter, helping more patients and families find the palliative care resources they need.