Zurich UK Improved AI Citation Relevance and Accuracy with Conductor

About Zurich Insurance UK

Headquarters

London, England

Company Size

5,000

Industry

Financial Services

Zurich Insurance UK is part of Zurich Insurance Group, a global insurer serving individuals, small businesses, mid-sized and large companies, and multinational organizations.

In the UK, Zurich provides a range of personal, business, public sector, and charity insurance products.

The challenge

Zurich UK already had a mature search measurement framework in place. Its organic keywords were carefully organized by business topic, enabling structured reporting across different teams and product areas.

But as AI-generated answers began reshaping how users discover information, the team started seeing shifts in organic traffic patterns. While traditional SEO tracking remained strong, it no longer reflected the full search experience.

The question became clear:

How do they expand their existing visibility framework to understand performance across both organic and AI search—without disrupting the reporting structure already in place?

At the same time, the team needed a way to organize AI prompts in a format that aligned with its existing keyword taxonomy, so insights could be shared effectively across business areas.

How Conductor helped

Using Conductor, Zurich UK extended its SEO approach to include AI search performance, enabling the team to:

• Track performance across multiple AI search engines
• Generate and monitor AI prompts aligned to key business topics and personas
• Organize AI tracking within the same structured topic framework as organic keywords
• Evaluate cited URLs to ensure AI-generated responses surface contextually relevant content
• Identify competitive content appearing for similar prompts and assess AI prompt market share
• Monitor brand mentions, citations, and competitive presence across SEO and AEO

Featured Conductor products: Intelligence, Creator

By integrating AI prompts into its existing reporting structure, Zurich UK unified SEO and AEO together under one framework. The result is a consistent, scalable approach to measurement, without adding complexity for the team.

The results

Improved AI citation accuracy and unified search visibility

With both organic and AI search performance tracked in one place, Zurich UK now has clearer visibility into:

• How the brand is represented in AI-generated responses
• Where content is being cited and in what context
• How its presence compares across SEO and AEO

Conductor’s AI search performance tracking helps us understand prompts across our different topic areas and evaluate whether the content being cited is truly relevant.

There are a lot of synthetic prompts, so having a reliable weekly view of cited content and brand mentions is incredibly useful.

In one instance, AI tracking revealed that a detailed technical PDF was being cited for prompts that weren’t contextually relevant. To test whether other, more appropriate content would surface instead, the team temporarily adjusted how that document was indexed.

The result: a 47% reduction in irrelevant citations and greater control over how Zurich UK’s content appears in AI-generated answers.

More broadly, bringing SEO and AI search together has helped Zurich UK move from reactive monitoring to a more proactive approach—ensuring its brand is accurately represented as search continues to evolve.