Grounded needed a way to show up in search without sounding like every other brand purpose agency — actually finding relevant problems.

The answer was Gaia: an AI site guide and growing content library built around brand purpose, sustainability, and social impact. I research and generate the explainers that live under her name — pulling from my Feedly interests, industry reports, behavioral research, and SEO data to create articles that rank through the company voice.

Part of the strategy is E-E-A-T: Google's framework for evaluating content based on Experience, Expertise, Authoritativeness, and Trustworthiness. In a category as crowded with greenwashing and vague claims as sustainability, demonstrating real expertise demonstrates the difference between ranking and disappearing online. Each article signals credibility: grounded in research, connected to our services, and written with a consistent company point of view.

The work isn't just about traffic. Every piece routes a real question brands are asking right now toward the grounded services built to answer it.

20+ articles published. Byline: Hope Wehrli.