AI search optimisation & SEO for a manufacturer in the global industrial printing sector
Key results (first 9 months)
- +800% increase in website sessions from ChatGPT
- x3 increasing in total user traffic
- Significant long term increase in long-tail visibility across traditional search and AI search agents
- Stronger informational foundations across website through structured content and schema to enhance AI compatibility
- Strategic enhancements to off-site resources targeted by AI agents
Prior to our partnership website traffic saw little to no sessions coming from emerging AI platforms like ChatGPT, with a maximum of 1 or sometimes 2 sessions per month. We have helped strengthen their online presence to ensure that traditional search and AI services alike can easily discover and reference key information from both on-site and off-site resources – resulting in a much more accurate and up to date information that enables AI services to cite, recommend and refer users. SEO and AI optimisation methods are intrinsically linked and therefore general organic traffic has also increased dramatically.
Partnership overview
We partnered with a manufacturer providing advanced engineering systems to clients in the industrial printing sector all over the world. Their products sit within a technical niche where accuracy, reliability, and clear specification information are essential for decision-makers evaluating solutions with long investment cycles.
Challenges
Extremely limited visibility to AI – particularly to ChatGPT.
Thin product information – website contained sparse content lacking in the depth required by AI search agents.
Crucial missing information – no warranty, lead time information.
Limited structure data – no Schema structured data, making it harder for AI models to interpret product and service information.
Under-utilised assets – an existing YouTube channel with no optimisation for traditional and AI driven search.
Our approach
We performed an initial audit and competitor analysis to identify gaps in what AI services could tell us about competitors, that they could not tell us about our client. We then addressed these gaps and enhanced our offering with additional product specifications, product pages, up to date content, structured data and an FAQ section covering nuanced customer queries not represented anywhere else online, strategically designed to serve human visitors as well as AI knowledge. Our solutions were focused on providing far more context and depth of information for both traditional search engines and AI agents to work with.
Solutions
Schema structured data – product, organisation and FAQ schema deployed appropriately to help search engines and AI models interpret website content efffectively.
Off-site enhancements – directories, citations, articles and YouTube optimisations to ensure titles, descriptions, tags and meta data unlock this previously underused asset – crucial for AI recommendations.
Traditional SEO enhancements – internal linking, keyword expansion, competitor insights and page-level enhancements to improve accuracy and relevant of content site-wide.
CRO – conversion level adjustments designed to better serve international website visits.
Measurable outcomes
- Significant (ongoing) improvements in site referrals from AI search services with 19 tracked sessions, up from 0-2 per month.
- Organic traffic growth with user sessions up from 301 in August to 1,011 in November.
- Improved AI understanding with observed accuracy of AI product summaries that show an increased reliance on our own website as a source of information.
This is a long term partnership and we continue to expand and improve on technical content, structured data and visibility beyond organic search and ChatGPT.
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