Case study · SEO and AI search

ExamYard: built to be found on Google and quoted by AI assistants

Students search for a paper code, a topic or a past paper, and increasingly they ask an AI assistant instead. We built ExamYard's site so that each of those questions has a page that answers it, and so that search engines and AI assistants can read, trust and quote it.

The client

ExamYard (examyard.com), a Cambridge exam-prep publisher. ExamYard is built and run by the Inertia Automate team. It is our own work, so we can show it in full.

What needed to change

A handful of pages competing against sites with tens of thousands.
Students searching by syllabus code and paper, which no page answered directly.
AI assistants answering exam questions without citing ExamYard.

What we built

No.PartWhat it means in practice

01Programmatic pages with real contentAbout 3,300 pages built from ExamYard's own question bank: one per paper, topic, chapter and syllabus code, each with content that exists nowhere else, not thin copies.

02Titles that match how people searchTitles rewritten from Search Console data, such as leading with the syllabus code that students type.

03Structured dataCourse, dataset, FAQ and breadcrumb markup on every page type, validated in Search Console.

04AI search (AEO and GEO)llms.txt files that tell AI assistants what each section is for, and pages written to be quoted: one question, one clear answer.

05Fast indexingIndexNow for Bing and others, daily URL submissions, and Google indexing requests for the pages that matter most.

How it runs now

In the 28 days to 3 November 2026, Google sent 1,670 clicks from 5,660 impressions at an average position of 7.4. Bing Webmaster Tools counts 809 citations of ExamYard pages in Microsoft Copilot answers. The same methods are what we use for clients.

Built with: Python static site builders, Schema.org JSON-LD, llms.txt, IndexNow, Google Search Console, Bing Webmaster Tools.

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