How Haku Digital's AI-powered SEO and AEO helped Solace Care triple its organic traffic

Solace Care helps families plan ahead and handle the practical side of losing someone. People find us in two ways. Some search on Google. More and more of them ask an AI assistant like ChatGPT, Gemini or Perplexity what to do. Either way, they are usually searching at one of the hardest moments of their lives. For us, search engine optimisation (SEO) and answer engine optimisation (AEO) are not just marketing channels. They are how we reach the people we exist to help.

In 2026 we set ourselves a clear goal: triple our organic traffic. We reached it, across Sweden, Finland, Norway, Denmark and the Netherlands. Haku Digital was part of that journey.

Why did we look for an SEO and AEO partner?

We publish guides in several languages for several countries, each with its own laws, institutions and search habits. A site like that grows fast, and it gets complicated fast. When you work on your own website every day, you stop seeing it the way Google and AI assistants see it. We wanted an experienced outside partner who could tell us honestly what was helping our visibility and what was holding it back.

What is answer engine optimisation (AEO)?

SEO helps your pages rank in Google's search results. AEO helps your content become the answer itself. When someone asks ChatGPT or Google's AI Overviews a question, the AI picks a few trusted sources, cites them and often links to them. AEO is about earning that place: clear answers to real questions, content structured so machines can understand it, and a brand that AI models recognise as an authority. Together with generative engine optimisation (GEO), it is fast becoming as important as traditional SEO. In some sectors, more so.

How do SEO and AEO work together?

They are not competing strategies. Strong technical SEO is what lets AI assistants find and trust your content in the first place, and AEO makes sure that content is easy to quote. Haku Digital works on both at once: classic search engine optimisation for Google visibility, and AI optimisation for visibility in AI answers. Their AI-powered analysis showed us how both Google and AI assistants actually read solace.care, in a way that would have taken our own team weeks to piece together.

How did Haku Digital help us grow?

It started with an honest SEO and AEO audit. Plenty of audits hand you a hundred issues and leave you to sort them out. Haku helped us see the few things that mattered most, from technical SEO foundations to how our content is structured to answer questions directly. For a small team, that focus was the real value. We spent our time on the changes that moved organic traffic and AI visibility, not on busywork.

Why does long-term marketing experience matter in the age of AI?

AI tools can analyse a website faster than any person. But knowing which findings matter for a business, and in what order to fix them, takes experience. Haku Digital combines modern AI-powered SEO and AEO tools with long-term marketing experience. The technology finds the issues. The experience turns them into a practical plan that fits your business goals, your audience and your resources. That combination is what made the work useful for us rather than just interesting.

What happens after the audit?

An audit is only as good as what you do with it. For teams that want help with the fixes as well, Haku can carry the work through to implementation and support long-term organic growth, with steady SEO, AEO and content development rather than one-off projects.

What would we tell other companies?

"We grew fast and needed someone to tell us honestly what really mattered, in Google and in AI search. Haku Digital did that, with a modern, AI-powered approach to SEO and AEO backed by real marketing experience. I would recommend them to any team that wants to be found where its customers are looking." Valtteri Korkiakoski, Founder and CEO, Solace Care

Want to know how visible your website is in Google and in AI answers? Start with Haku's visibility test, or browse their client references.