IRSS UK, Liverpool
IRSS UK makes CoverMe, a patented system that lets highways crews cover traffic signals from the ground, without ladders. Full disclosure: IRSS UK is run by Peter Hoban, one of the two Growth Brothers founders. That's exactly why we used it as our test case. It's a real small business, in a niche B2B market, with no marketing team.
2,300+citations in Microsoft Copilot & Bing AI answers in 6 months
16,800Google impressions in the last 3 months, from a standing start
~140 → 1,000+daily Google impressions, August to late October 2026
- The problem: critical technical errors, placeholder meta descriptions and no structured data, so neither Google nor AI engines could clearly understand the business.
- What we did: a full SEO, AEO and GEO audit, fixed every critical error, added schema, and built an ongoing pipeline of answer-structured authority content on compliance, traffic management and the CoverMe product.
- The result: cited in Copilot answers for queries like "road traffic management", "traffic management guidelines" and "chapter 8 traffic management", with clear movement within 2 to 3 months.
"In highways, safety isn't a tick-box exercise. It's about getting crews home safe by cutting out dangerous ladder work. Seeing our organic reach and AI citations climb shows contractors across the UK are actively looking for safer alternatives like CoverMe." Peter Hoban, Managing Director, IRSS UK
