01The Challenge
Arshay Cooper is a bestselling author, motivational speaker, and public figure whose story reaches audiences through his book, his talks, and press coverage. But when someone asked an AI assistant about him, the answer depended entirely on scattered third-party sources. His own website was not structured in a way AI engines could confidently read, verify, and cite.
The site had the problems most author and speaker sites share: no structured data connecting the person, the book, and the organization into one entity; inconsistent titles and metadata; heading structures that made content extraction unreliable; and no answer-ready content for the questions event organizers and readers actually ask.
We started with an initial audit, and the discussions that followed reshaped the whole project. The client was clear about priorities: classic rankings mattered, but his presence inside AI answers and LLMs mattered more. So the plan was rebuilt around entity clarity, structured data, and citation readiness first.
02The Approach
Baseline before anything else
Full setup and baseline crawl with GSC and GA4 verification, sitemap and robots.txt review, canonical verification, and a general indexing review. No optimization ships before we know exactly what search engines and AI crawlers can currently see.
Entity foundation through a connected schema graph
Person, Organization, WebSite, Breadcrumb, and Book schema implemented where appropriate and validated programmatically. For a public figure, this is the layer that lets AI engines disambiguate who he is, what he wrote, and which site is the authoritative source.
Answer-ready content for real queries
A dedicated speaker FAQ built with FAQPage markup, targeting the questions event organizers ask before booking. Structured question and answer pairs are exactly the format answer engines lift.
On-page and extraction cleanup
SEO titles and meta descriptions rewritten across all pages, Open Graph and Twitter cards set up with a branded default share image, alt text added to all meaningful images, and heading structure reorganized with proper H1, H2, and H3 nesting so parsers extract content the way it was intended.
Performance quick wins
GIF and image optimization, image compression, duplicate markup cleanup, script deferral, and testing after each change. Fast, clean pages get crawled more completely by both classic and AI crawlers.
QA, validation, and handoff
Final validation pass on every schema block and page change, with weekly reports throughout and handoff notes at close so nothing delivered was a black box.
03Work Completed
04The Results
The engagement closed in under four weeks with every deliverable validated and a clean handoff. The client's own words carry more weight than mine here.
"Great work on this project with weekly reports and amazing results!"Arshay Cooper, verified client review on Upwork
Screenshot from the completed Upwork contract. Financial details redacted; everything else is exactly as it appears on the profile.
05What Made the Difference
The audit came before the plan, and the client's goal reshaped the plan. Most SEO engagements ship a generic checklist. Here, the initial audit plus honest discussion surfaced that AI and LLM presence was the real priority, so entity work and structured data moved to the front of the queue instead of being an afterthought.
For public figures, entity clarity is the whole game. A connected schema graph linking Person, Book, Organization, and WebSite gives AI engines a single authoritative source to resolve against, instead of leaving them to stitch together third-party fragments.
Weekly reports are not admin, they are trust. The one thing the client called out in his review, alongside the results, was the reporting cadence. Visibility into the work is part of the deliverable.
Questions About This Project
What was the scope of this project?
Why did the project focus on AI and LLM visibility?
How was progress reported during the project?
Can you do the same for my website?
This Is One Project Out of 66
I have spent 8,800+ hours doing exactly this kind of work on Upwork: technical SEO, entity building, and AI visibility for clients across the US, UK, Australia, and India. Every number on this profile is public and verifiable, which is more than most agencies can say about their case studies.
Want to Know Your Current AI Visibility?
Every project I take on starts the same way: with an honest look at what AI engines can actually see on your site. Get that audit free, delivered with the same weekly-report transparency Arshay reviewed at 5.0.