How Canary Technologies Outgrew All Competitors with a 230% Increase in Share of Voice

Canary Technologies needed to dominate the highly competitive hotel tech market and successfully transition their digital presence to capture emerging Large Language Model (LLM) search traffic. The primary goal was to establish foundational SEO topical authority that would seamlessly translate into Generative Engine Optimization (GEO) dominance. By doing so, they aimed to diversify away from brand reliance and capture net-new demand to drive high-intent demo submissions.

Canary Technologies
Hospitality Technology
San Francisco, California
January - December 2025

Services provided:

SEO & GEO Strategy Research
Content Enrichment & Repurposing
Technical SEO & Schema Implementation

Canary Technologies is a leading platform providing unified guest experience technology and hotel management systems. They specialize in software solutions that automate operations and improve the guest journey, including tools for contactless check-in, guest messaging, AI chatbots, and digital authorization.

In a fragmented market, Canary stands out by offering robust AI-heavy guest messaging and operational automation within a single suite, making them a preferred choice for both boutique independent properties and larger hotel chains.

230%

increase in Share of Voice
1200%

increase in AI demo submissions
588%

increase in LLM/AI traffic

67.61%

increase in non-branded keywords

As the landscape shifts from traditional search engines to AI and LLM-driven platforms, B2B organic traffic is fundamentally changing. Canary faced the challenge of competing against well-established industry review sites and competitors in a fragmented market. Furthermore, they needed to prove that building a strong SEO foundation would effectively pull over and dictate their visibility in Generative AI tools.

Breaking Brand Reliance

Canary needed to capture net-new discovery traffic rather than relying solely on users already familiar with their brand.

The Rise of AI Search

Brands visible in AI win higher-quality, pre-qualified customers who are 4x more likely to convert compared to direct site visitors.

Securing LLM Citations

AI crawlers require specific, structured data and direct answers to cite a brand reliably in generated responses.

Solutions

Connecting Foundational SEO to GEO Dominance

Because Canary’s SEO was fundamentally sound, their GEO strategy thrived. We capitalized on their robust keyword foundation to feed AI models exactly what they needed.

Content Repurposing & Enrichment

Instead of solely writing new long-form posts, we layered direct answers, topical completeness, and fresh statistics onto existing high-ranking pages.

Schema & Technical Optimization

We implemented comprehensive schema markup (including FAQs and article schema) and ensured AI crawlers like GPTBot had unstructured and structured HTML access.

Targeting High-Value Keyword Clusters

We focused aggressively on expanding authority in high-value, bottom-of-funnel non-branded topics like “revpar” and “hotel management system” to scale market interception.

1,550%

Growth in AI keyword citations achieved by securing a solid position in AI Overviews.
1,937

Total organic demo submissions generated, establishing a strong baseline for future revenue growth.
835

Brand mentions in AI answers, vastly outperforming category competitors.

How Canary Technologies Outgrew All Competitors with a 230% Increase in Share of Voice

Innovating the Guest Experience

Key results