Plum — GEO & AI Overview Visibility Programme.
A GEO / AI-visibility programme for Plum, the savings and pensions app – built via 72Point, and one of the most directly relevant projects in this portfolio to where search is heading, since it's tracking AI Overview presence rather than traditional rankings.
The core deliverable was a competitive benchmark: what share of Plum's branded keywords were appearing in Google AI Overviews, measured against three direct competitors – Tembo Money, Moneybox and Chip. Plum held its own against most of the set, with one competitor (Tembo Money) narrowly ahead.
A lot of these insights were also fed into their current and next year's digital PR plans along with considerations around content topics and potential domain consolidations.
What this covered
- AI Overview Tracking Systematic tracking of branded and generic keywords for AI Overview presence, distinguishing "ranks" from "gets cited in the AI-generated answer."
- Competitive Benchmarking Head-to-head comparison against Tembo Money, Moneybox and Chip, so Plum's GEO position could be understood relative to the market, not in isolation.
- Search Volume Segmentation Branded and generic query volumes tracked separately, since AI Overview presence behaves differently depending on query intent.