Fertility
A fertility group, Melbourne and Sydney
An independent fertility group up against the largest IVF brands in the country. AI crawlers went from barely touching the site to fetching it 2,241 times a month, and Perplexity now names them in half of all answers.
The numbers
- 32 → 2,241
- AI crawler fetches per month, June to August 2026 MaxConnex dashboard, daily_metrics bot_hits
- +528%
- Crawler activity, July against August, like for like 28-day windows, 298 to 1,871
- 11 → 89
- AI-referred visitors per month, real people rather than crawlers MaxConnex dashboard, daily_metrics AI-attributed sessions
- 50%
- Of Perplexity answers name the group, its strongest engine by far 66-query panel across four engines
- 103
- Answers citing the group's own domain 534 recorded answer checks
What we did
- Published clinic, practitioner and treatment structure across both states
- Opened the site properly to AI crawlers, then measured the response in the logs
- Built answer content for the questions patients ask before they will call anyone
- Benchmarked against the largest competing IVF brands on the same queries
Being readable comes before being recommended, and this engagement is the clearest measurement of that we have.
Before the build, AI crawlers were barely touching the site. In the five days after it went live they fetched it 32 times. By August they were fetching it 2,241 times a month, and on a like-for-like 28-day comparison July to August that is a 528% increase.
We checked that the jump was specific to this client rather than a platform-wide change in how we count. Across every other organisation, bot activity stayed flat in the same period while this group’s share of it went from about 2% to between 17% and 43%.
Crawlers first, then people
Those two numbers move at different speeds and it is worth being precise about which is which. Crawler fetches are engines reading the site. AI-referred visitors are people arriving from an AI answer, and they went from 11 a month to 89 over the same period.
The second number is smaller and it is the one that turns into patients. It is also the one that moves later, because an engine has to read you before it can recommend you, and a patient has to be recommended before they arrive.
What that bought them
Fertility is the hardest competitive set we work in. Ask any engine about IVF in a capital city and the same handful of national networks appear, because published footprint is what a model can see and clinical outcomes are not.
Perplexity has responded first, naming the group in half of all tracked answers. Claude names them in 8%. That gap is the roadmap, and it is the kind of thing a single blended visibility score would hide completely.
More results
Other case studies
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10 → 109 AI-attributed bookings per month, May to September 2026
- $39.59 → $10.54
- Google Ads cost per new patient phone call, June to September 2026, on an unchanged daily budget cap
- 120
- Bookings attributed to ChatGPT specifically, May to 23 September 2026
General practice
A 22-location GP group, Sydney
1 in 3 Tracked AI answers that cite the group by name
- 50%
- Of Claude answers name the group, its strongest engine
- 22
- Locations published as distinct machine-readable entities
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3 of 3 Major AI assistants that recommend him for shoulder surgery on the Sunshine Coast, ChatGPT, Claude and Gemini
- 1st
- Named first by Claude and by Gemini, in every answer where they named a surgeon
- 2 of 3
- ChatGPT answers that recommend him, each linking straight to the website we rebuilt
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