How H&R BLOCK Doubled AI Search Citations with Conductor

About H&R BLOCK

Headquarters

Kansas City, MO

Company Size

10,000

Industry

Financial Services

H&R BLOCK is a leading U.S. tax preparation company with a long-standing focus on helping individuals and small businesses navigate complex tax needs. Through a broad network of local offices and digital channels, the company delivers support at scale while maintaining a customer-first approach.

As a trusted provider in a highly regulated industry, the company supports customers throughout the year, with tax season representing a critical period of engagement.

The challenge

With a highly seasonal business and a large digital footprint, H&R BLOCK relied on organic search as a core channel for customer discovery. Its website spanned thousands of local office pages alongside a broad range of educational and seasonal content that needed to perform consistently throughout the year.

As search behavior and technology evolved, the team focused on adapting its approach—expanding visibility beyond traditional rankings to include new SERP features and emerging AI-driven search experiences. Supporting this evolution, while continuing to execute large-scale site updates and technical initiatives, required a clear and consistent understanding of how content performed across the full search landscape.

How Conductor helped

As H&R BLOCK continued to evolve its search strategy, Conductor provided a consistent foundation for understanding performance across a large, highly seasonal website. The platform gave the team clear visibility into organic and AI search performance, enabling them to adapt to changes in search while maintaining stability at enterprise scale.

Conductor supported both day-to-day optimization and long-term planning by bringing performance data, keyword insights, and emerging AI search visibility into a single platform.

• AI search visibility and measurement: Conductor’s AI Search Performance capabilities allowed H&R BLOCK to monitor brand mentions, citations, and market share as discovery expanded beyond traditional rankings. This visibility helped the team track progress over time and validate the impact of ongoing content updates.
• Keyword and page-level insight: Integrated keyword research made it easier to understand how keywords mapped to existing pages, helping the team prioritize optimizations and avoid unnecessary net-new content creation.
• Performance monitoring at scale: Conductor enabled consistent monitoring across thousands of pages, supporting ongoing site updates and technical initiatives without losing visibility into organic performance.
• Seasonality-informed planning: Seasonality insights helped H&R BLOCK plan content updates ahead of tax season, ensuring priority pages were refreshed and optimized before demand peaked.

Featured Conductor capabilities: AI Search Performance, Keyword Details Report, Keyword Research, Website Performance Analytics

Featured Conductor products: Intelligence

H&R BLOCK has partnered with Conductor since 2018, using the platform to support a large, complex website through ongoing updates and evolving search behavior. As their SEO and content program scaled over time, Conductor remained a consistent part of how the team monitored performance and made informed decisions across a growing digital footprint.

H&R BLOCK has been using Conductor for a very long time—it predates my time here. That’s because the platform is so powerful, and it really is an enterprise platform for larger companies with bigger website footprints.

The results

2x increase in AI website citations

Using Conductor to identify AI-focused optimization opportunities tied to specific topics and prompts, H&R BLOCK systematically improved existing content. Updates such as clearer structure, stronger FAQs, and more concise key takeaways helped increase how often H&R BLOCK content was cited across AI-driven search experiences.

Since September, we’ve seen our website citations double, which has been really, really encouraging. Our AI brand mentions have increased by a little over 50% and we’ve seen a 125% improvement in our market share by brand mentions.

+50% increase in AI brand mentions

As the team refined content based on Conductor’s AI search performance insights, H&R BLOCK saw a sustained increase in brand mentions across AI-powered discovery experiences. Tracking these changes week over week enabled the team to confirm which updates were contributing to improved visibility.

It’s been really encouraging for us to see that the effort that we’re putting in is yielding results. We’re able to see our brand mentions go up, our citations go up, and our market share move in a positive direction.

+125% improvement in AI market share by brand mentions

Using Conductor as a primary source for AI visibility metrics, H&R BLOCK monitored market share trends over time and validated progress against competitive benchmarks. This consistent measurement helped the team understand how content improvements translated into broader gains in AI-driven search presence.

Protected search visibility & site performance during large-scale URL updates

In parallel with AI-focused optimization, H&R BLOCK used Conductor to support a major update to its local office URL structure. Performance monitoring before and after the change allowed the team to track legacy URLs as they tapered off and confirm that new URLs were gaining traction—helping protect organic visibility and overall site performance during a large-scale technical transition.

Transformed seasonal tax demand into predictable performance

For a highly seasonal business like H&R BLOCK, success depended on understanding when search demand would peak—not just which topics to target. Using Conductor, the team analyzed historical performance and search trends to plan content updates and new pages ahead of tax season, ensuring key content was already ranking before demand surged.

We’ve been able to use Conductor to track seasonality and pull seasonality reports, which really helps inform our annual content strategy—what pages we need to update and when. Conductor has been massively helpful for a seasonal business like ours.

This forward-looking visibility helped H&R BLOCK prioritize publishing and optimization cycles to support peak performance through April, giving the team greater confidence in their content planning and a clearer way to measure the impact of seasonal optimization.