Kevin Sullivan

Work

Evidence, organized by what it proves.

Each project answers a different question: building a research method, growing an organic program, restructuring a large site and testing new search behavior. Every case study states the problem, my role, what was produced and where the evidence stops.

  1. 01Proves: AI search methodology

    AI Visibility Diagnostic: Realturf USA

    AI visibility tools could show when Realturf USA appeared in Google AI Overviews, but not why it was included, omitted or misread—or what to fix first.

    Role
    Developed the methodology, conducted the research and delivered the diagnostic and roadmap.
    Primary result
    80queries in a scored diagnostic and 90-day roadmapRetained from 150+ manual Google AI Overview tests. Recommendations were not implemented.
    Disciplines
    • AI search
    • Entity strategy
    • Information architecture
    Read the case study
    Research overview card for the Realturf USA AI Visibility Diagnostic.

  2. 02Proves: Organic growth

    Ideal Turf

    A multi-location artificial-turf installer needed organic search to generate qualified leads while it expanded into additional markets.

    Role
    SEO & Marketing Manager. Owned the organic-search program from research through implementation.
    Primary result
    +1,588%organic leadsQuote requests and inquiries from organic search, Universal Analytics, March 2020 to October 2022.
    Disciplines
    • Multi-location SEO
    • Technical SEO
    • Content strategy
    Read the case study
    Ideal Turf case-study cover showing the website homepage and reported organic results.

  3. 03Proves: Information architecture

    Heavenly Greens

    Roughly 1,000 overlapping blog posts had scattered core commercial information without a clear organizing model.

    Role
    SEO & Marketing Manager. Led the content audit, architecture redesign, WordPress rebuild and messaging.
    Primary result
    ~1,000 → ~100blog posts consolidated into focused assetsA documented implementation outcome, not an analytics metric.
    Disciplines
    • Content auditing
    • Information architecture
    • Conversion copy
    Read the case study
    Before-and-after graphic: 1,000+ fragmented pages consolidated into about 100 organized assets.

  4. 04Proves: Entity and search experimentation

    Turf Network

    Information about artificial-turf organizations, products and applications was fragmented across thousands of sources with inconsistent terminology.

    Role
    Founder, strategist and builder of an owned research and publishing platform.
    Primary result
    142entity-focused pages across a 2,500+ organization directoryPoint-in-time count. Used to test entity architecture and AI-search visibility.
    Disciplines
    • Entity architecture
    • Structured data
    • AI-search research
    Read the case study
    Turf Network entity graphic connecting organizations, products, applications, features, components and locations.

Want the context behind the work?

Read how my practice evolved, or start a conversation about senior SEO and AI-search roles.

About Kevinkevin@kevinsullivan.io