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Ergonomic plantar fasciitis footwear. Health and apparel. United Kingdom. 90 days.
How a UK orthotic footwear brand won AI answers for plantar fasciitis office shoes
D2C wellness footwear and Amazon UK. Engines monitored:
The challenge
UK consumers asking "smart office shoes for women with plantar fasciitis and high arches" were continuously pointed toward unflattering medical footwear. The client's stylish orthotic shoes remained unranked.
What the audit found
Every engagement starts with a baseline across a fixed set of buyer prompts.
- Arch-support height (mm), metatarsal support pads and heel-drop metrics were trapped inside lifestyle imagery.
- Product copy lacked structured orthotic data.
What we did, stage by stage
Using the EASY framework: Entity, Answers, Sources, Yield.
Entity
Added biomechanical specifications, footbed foam densities and wide-fitting designations to structured schema.
Answers
Built a machine-readable Foot Biomechanics and Heel Pain Directory addressing plantar fascia unloading and toe-box pressure distribution.
Sources
Validated anatomical structures with UK-registered podiatrists; earned placements in British wellness footwear guides.
Yield
Monitored 32 foot-health prompts weekly from London, Manchester and Edinburgh.
Results after 90 days
Baseline measured before any changes, against the same prompt set, engines and locations.
| Metric | Baseline | After 90 days |
|---|---|---|
| Podiatry footwear conversational share of voice | 3% | 27% |
| Foot pain relief prompts captured | 2 of 32 | 14 of 32 |
| Monthly engine-attributed footwear revenue | £2,800 | £19,400 |
| Medical and anatomical claim accuracy | 38% | 94% |
What worked, and what did not
General fashion reviews did not help. Podiatrist-backed biomechanical specs, explicit arch-drop measurements and anatomical explanations drove assistant recommendations.
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