Challenge
PROCEPT BioRobotics is a publicly traded medical device company behind Aquablation®, a minimally invasive, robotic-assisted therapy for treating prostate disease. The business challenge was straightforward but tough: build meaningful awareness and demand for Aquablation among both consumers and health care professionals.
Where it got tricky was how people were searching. Aquablation.com wasn’t winning enough visibility for the kinds of high-intent, non-branded questions patients ask early in their decision journey, long before they ever type “Aquablation” into a search bar. That gap limited PROCEPT’s ability to educate, earn trust, and influence next steps at the exact moment patients were looking for answers.
AEO became the lens for solving this problem because the search experience has shifted. Patients aren’t just “searching” anymore, they’re asking Google, AI assistants, and answer engines to explain symptoms, compare options, and recommend what to do next. If Aquablation wasn’t showing up as the best answer, it wasn’t showing up at all.
Strategy
PROCEPT partnered with Zozimus to run a multi-quarter organic growth program designed to make Aquablation.com the most helpful, most citable source in the category, across traditional search results and answer surfaces like featured snippets, “People also ask,” and AI-generated summaries.
We began with a deep analysis of patient search intent across the BPH landscape and organized it into a framework that matched how people ask questions at three core stages: symptom exploration, treatment research, and provider search.
From an AEO perspective, that framework did more than drive keyword targeting. It shaped a publishing system designed to: present clear, direct answers; anticipate follow-up questions; strengthen topical authority; and connect “information” to “action” in a way that both humans and answer engines can understand.
Solution
The work rolled out in phases, foundation, content, and iteration, so the site could evolve from a paid-media-dependent destination into guides patients from uncertainty to next step.
We expanded the site with an educational content network built around long-tail, question-based searches related to BPH symptoms, treatment comparisons, and men’s health concerns. These pages were developed to resolve the query quickly and clearly, then deepen confidence with supportive detail, related questions, and internal linking that made the full journey easy to follow.
Crucially, we engineered the path from “answer” to “action.” Educational content was internally linked into conversion pages, especially the “Find a Urologist” tool, so users could move naturally from learning to locating care.
As branded demand increased, we optimized the experience to capture and convert that traffic more efficiently with stronger calls to action and improved profile page performance, ensuring that answer-driven discovery translated into real downstream intent.
Campaign Results
The results were measurable, sustained, and compounding, exactly what you want when you’re building an organic presence that answer engines repeatedly return to.
From Q3 2021 to Q3 2025, Aquablation.com grew from 1,119 organic sessions to 26,852, representing a 2,300% increase over four years. Growth was consistent across 16 quarters, peaking at 24,514 sessions in Q2 2024, then rebounding to a new high in Q3 2025.
That traffic growth wasn’t passive readership; it was connected to meaningful actions. In Q3 2021, 496 users clicked the “Find a Urologist” tool from organic search. That number peaked at 8,782 clicks in Q2 2024 (a 1,670% increase) and remained strong with 4,718 clicks in Q3 2025, signaling sustained intent and real decision momentum.
Branded demand accelerated alongside the expansion of answer-led visibility. Aquablation branded search impressions grew from 13,925 in Q3 2021 to 139,707 in Q3 2025, a tenfold increase in brand visibility.
This is what AEO looks like when it’s done right: an intent-driven SEO program that earns trust early, shows up as the clearest answer across the journey, and turns organic discovery into measurable growth.
Cumulative branded search impressions: 1,170,518
Quarterly organic growth: 2,300%
Cumulative organic website traffic: 393,000
Cumulative “Find a Urologist” clicks: 84,213
393K
increased website traffic
1M+
branded search impressions
2,300%
quarterly organic growth
