Case Study: H&R Block Doubles AI Search Citations with Conductor

H&R Block doubles AI search citations and grows market share 125% with Conductor

H&R Block, a major U.S. tax preparation company, faced the challenge of adapting its large, seasonal website to evolving AI-driven search experiences while maintaining its core organic search performance. They needed clear visibility into how their content performed across new search features to effectively plan and optimize at an enterprise scale with Conductor's platform.

Using Conductor’s AI Search Performance and analytics capabilities, H&R Block gained centralized insights to monitor visibility and guide optimizations. The solution enabled them to systematically update content for AI search and confidently manage large-scale technical updates. With Conductor, H&R Block doubled its AI website citations, increased AI brand mentions by over 50%, and grew its AI market share by brand mentions by 125%, while protecting organic performance during major site changes.

H&R Block