MeasureFest 2026 - How Claude Code Helped Me Transform Reporting and Delivery for AI Search and SEO - Christian Goodrich

A talk by Christian Goodrich, Head of Search at SOZO.

There have never been more search tools, and they still can't tell you what to do next for a specific business. The data sits in Search Console, GA4, Google Ads and keyword rank tracking, and tying it to what the client actually wants often still runs on spreadsheets, manual work and whatever happens to be in someone's head. That's the layer I set out to build with Claude Code.

In this talk I walk through five internal builds I made with Claude Code over the past six months: a client context engine that turns a briefing document into reusable commercial context, an AI search auditor, performance reporting that opens with revenue rather than rankings, a visibility tracker that tells the team which account needs attention first, and a migration toolkit with a live checklist and specialist-reviewed redirect mapping.

The clearest result is the auditor. Preparing an AI search visibility audit for a prospect used to take 2-4 hours of prompt writing, research and deck building, and it now runs itself in about three minutes, so the only calls I take are with people who've already seen their audit and want to talk.

I close with the five lessons I took from the build: context beats clever prompting, the specialist stays accountable for every decision, adoption is part of the build, security has to be planned in from day one rather than after launch, and anything free that costs you money needs guardrails, so the auditor has seven, from bot checks to a daily limit. Then a six-step framework for applying the same approach to one process of your own on Monday.

If you'd like to see what your own AI search visibility looks like, I offer a free audit and a session to go through it with you:
https://sozodesign.co.uk/ai-search-visibility

🔗 SOZO, where I'm Head of Search:
https://sozodesign.co.uk/

🔗 Connect with me on LinkedIn:
https://www.linkedin.com/in/cargoodrich/

🔗 My personal website and industry thoughts, Goodrich.Digital:
https://goodrich.digital/

🔗 My other talks and where I'm speaking next:
https://goodrich.digital/public-speaking/

Transcript

1. How Claude Code Helped Me Transform Reporting and Delivery for AI Search and SEO Christian Goodrich Head of Organic Search, SOZO linkedin.com/in/cargoodrich speakerdeck.com/cargoodrich
2. Sound familiar? More tools than ever. More data than ever. Less time to know what actually matters. Search Console GA4 sozo.agency · #MeasureFest · #brightonSEO Google Ads SE Ranking Writesonic StoreHero
3. The friction What that missing layer sounds like every week FR OM T HE T EA M FR OM T HE C LI EN T “I don't know what our SEO strategy is.” “Do they understand my business?” “Where do I find a list of their primary competitors?” “I wish these metrics aligned to our business goals.” “What are their commercial objectives and targets?” “Why are we getting no enquiries from these position #1 rankings?” “It takes ages to produce a decent slide deck for meetings.” “These GA4 stats don't reflect our actual bottom-line.” sozo.agency · #MeasureFest · #brightonSEO /in/cargoodrich
4. The gap Tools collect and present data. They can't tell you what it means for a business. A thorough audit falls apart in a boardroom if it does not speak to what the business wants. sozo.agency · #MeasureFest · #brightonSEO /in/cargoodrich
5. The missing layer The opportunity is the layer between the data, how your team works, and the decisions clients need. sozo.agency · #MeasureFest · #brightonSEO /in/cargoodrich
6. So I built that layer with Claude Code
7. Five builds. One connected layer. 01 Client Context Engine Turns a client brief into structured, reusable commercial context. 02 AI Search Auditor Give users an instant AI search visibility audit in 3 minutes, saving hours on prep. 03 Performance Reporting Commercial, SEO and AI Search in one interpreted snapshot. 04 Visibility Tracker Reads Search Console daily and shows the team which accounts need investigation first. 05 Migration Toolkit Makes progress visible and accelerates specialist-reviewed redirect mapping. sozo.agency · #MeasureFest · #brightonSEO
8. Solution 01 Client Context Engine Off-the-shelf tools do not know what a client is trying to achieve. The briefing document goes in, and structured, reusable commercial context comes out. sozo.agency · #MeasureFest · #brightonSEO /in/cargoodrich
9. From briefing document to structured client context VIDEO PLACEHOLDER
10. Solution 01 Give the system the context generic tools lack. sozo.agency · #MeasureFest · #brightonSEO
11. Solution 02 AI Search Auditor Every pitch used to be assembled from scratch, and took hours. So I built an AI Search Auditor for new prospects to get a snapshot of their brand within minutes. sozo.agency · #MeasureFest · #brightonSEO
12. NEW BUSINESS For new prospects, we built a custom AI Search auditor.
13. Many datasets in. One commercial read out, then written up by Google Gemini
14. PROSPECT AUDIT OUTPUT It speaks to more than the data; it says what to do next.
15. FREE AUDIT Get a free AI Search visibility audit. SCAN TO BOOK YOUR AUDIT sozo.agency · #MeasureFest · #brightonSEO
16. Solution 03 Performance Reporting The problem was never a lack of data. Commercial, SEO and AI Search performance arrive in one interpreted snapshot, read against the objectives captured for that client. sozo.agency · #MeasureFest · #brightonSEO
17. CLIENT REPORT VIEW Reporting opens with the commercial picture
18. Solution 03 Reporting’s value is not the volume of data; it’s the interpretation tied to the client’s objectives. sozo.agency · #MeasureFest · #brightonSEO
19. Solution 04 Visibility Tracker Across a portfolio, the hard question is where to start. This blends Search Console and Core Web Vitals for every active client in one view, with custom filters and insights that surface what needs attention first. sozo.agency · #MeasureFest · #brightonSEO /in/cargoodrich
20. VISIBILITY TRACKER Every active client, in one table with filters and insights
21. VISIBILITY TRACKER It flags the accounts losing clicks, so the team knows where to look first
22. Solution 04 Build the view that tells your team where to look first. sozo.agency · #MeasureFest · #brightonSEO
23. VISIBILITY TRACKER Then each specialist narrows it to their own accounts
24. Solution 05 Migration Toolkit Two connected workflows that reduce uncertainty and repetitive work during a migration: a live checklist everyone can see, and redirect mapping a specialist reviews. sozo.agency · #MeasureFest · #brightonSEO
25. INTERACTIVE MIGRATION CHECKLIST A custom migration checklist, with project management tool sync
26. CLIENT-FACING ACCOUNTABILITY Less time firefighting comms, more time on delivery
27. Solution 05 Visible progress. Specialist approval. sozo.agency · #MeasureFest · #brightonSEO
28. What changed for the team Less assembling. More discernment + action. BEFORE AFTER Interpreting what the data implies Reusing agreed standards Investigating what gets flagged Advising on decisions and priorities sozo.agency · #MeasureFest · #brightonSEO
29. Key takeaway · 01 Context matters more than clever prompting. sozo.agency · #MeasureFest · #brightonSEO
30. Key takeaway · 02 The specialist is still accountable for the decision. sozo.agency · #MeasureFest · #brightonSEO
31. Key takeaway · 03 Adoption is part of the build.
32. sozo.agency · #MeasureFest · #brightonSEO
33. Key takeaway · 04 Build security in from day one, not after launch. sozo.agency · #MeasureFest · #brightonSEO
34. Key takeaway · 05 FREE AI AUDIT GUARDRAILS Every free AI audit costs us real money. So it has guardrails. 1 Bot checks before anything is spent 2 One audit per website 3 One audit per email address 4 Work email addresses only 5 A human checks agency repeats 6 A daily limit across the whole tool 7 sozo.agency · #MeasureFest · #brightonSEO A balance check before every run
35. The one to write down Find the friction first. Then use AI to build the fix. K EY TI P For security work, use the most capable model available and set it to the highest effort. This is not where you save tokens. sozo.agency · #MeasureFest · #brightonSEO
36. Apply it to one of your own processes Start here on Monday 1 Pick one repeated, painful task. 2 Document the process you already run. 3 Define the user and the decision it supports. 4 Add the commercial and client context it needs. 5 Build the smallest useful version, with a human review step. 6 Release it to a small group, measure real usage, then improve or remove it. sozo.agency · #MeasureFest · #brightonSEO
37. Where to start Start with the decision your team or client can't reach quickly enough. sozo.agency · #MeasureFest · #brightonSEO
38. FREE AUDIT Get a free AI Search visibility audit. SCAN TO BOOK YOUR AUDIT sozo.agency · #MeasureFest · #brightonSEO
39. STAY IN THE LOOP My ‘Return on Search’ newsletter SCAN TO SUBSCRIBE /in/cargoodrich sozo.agency · #MeasureFest · #brightonSEO
40. My ‘Return on Search’ newsletter sozo.agency · #MeasureFest · #brightonSEO
41. Thank you! Christian Goodrich linkedin.com/in/cargoodrich speakerdeck.com/cargoodrich christian@sozodesign.co.uk sozo.agency · #MeasureFest · #brightonSEO