First, the obvious: Brilliant Values Global AB is our own parent company. The same legal entity that appears in Synlighetsverket’s footer. So this isn’t an external client case with anonymised details, it’s what happens when we run our own method on our own company, with full transparency.
That makes the case less impressive as a sales argument, and more useful as a walkthrough. You see exactly what we do, in what order, and why. Nothing is polished for a client’s approval.
The starting point
Brilliant Values is a sales company in Uppsala, B2B sales and outsourcing for over a decade. A classic example of the pattern we write about constantly: strong business, weak digital presence. The business was built on relationships, references and outbound sales. The website existed, but it wasn’t working.
It’s the same starting point most of our clients have. The difference: here we could do everything at once, without negotiating budget with ourselves.
What we built, in the order we built it
1. Technical foundation: static, fast, machine-readable
The site was built as a static site (same architecture as synlighetsverket.se). It sounds technical, but the consequence is simple: pages load in under a second, there’s no database to break, and every page is clean HTML that Google and AI models can read without friction.
Semantic HTML, correct language tagging, mobile adaptation from the start, everything we list in the website’s 12 parts was in the first version instead of being patched on afterwards.
2. Offering communication: the 5-second test first
The first screen says what the company does, for whom and where, before the visitor scrolls. No “Welcome to us”, no “Together we create opportunities”. That’s rule one in everything we build, and it matters more than all the tech.
3. Structured data: the company as an entity
Organization schema with correct legal information, address and connections. Person schema for the CEO. It gives Google a machine-readable map of who is what, the foundation for showing up correctly in both regular search and AI answers.
4. Personal SEO: the CEO as a visible sender
B2B deals happen between people. So the CEO got his own indexable page with real photos (no stock images), correct Person schema and connections to the company’s other presence. Searching a person’s name is often the first thing a potential business partner does, the result should look like reality.
This is the same work we’ve done on our own team page, the method is identical.
5. AI readability from the ground up
llms.txt, AI crawlers allowed in robots.txt, clear FAQ structure. The cost was essentially zero since it was built in from the start instead of retrofitted. Why it matters is covered in What is AI SEO?
What we did NOT do
Equally important. We bought no ads before the foundation was in place. We created no ten social accounts destined to die after three weeks. We wrote no “AI-optimised” copy, just clear copy.
The order is the whole point: foundation first, reach second. Increasing visibility for a site that doesn’t convince is pouring water into a leaky bucket.
Where are the result figures?
They’re coming, but not yet, and that’s a point in itself.
The site is recently rebuilt. SEO effect is measured in months, not weeks (we usually say 3–6 months for the first clear signals, 12 months for full effect). Publishing traffic curves after a few weeks would be exactly the kind of noise we advise our clients not to chase.
So here’s what we do instead: we update this case with real data when it exists. Search positions, traffic from local searches, enquiries. Honestly reported, even if the curve turns out duller than we hope. Bookmark the page if you want to follow along.
The checklist, if you want to do the same
What it means for you
If your business resembles the starting point, strong operations, a website that isn’t working, the order above is directly replicable. None of the steps require a big budget. They require being done in the right order and being finished.