Case study 03 · AI search & GEO
Earned 2,200+ AI Search Responses for a Beauty E-commerce Brand
Appearing on Google’s first page is no longer the only way for brands to get discovered. Consumers increasingly use AI platforms to research products, compare alternatives and find recommendations. I strengthened a beauty e-commerce brand’s visibility across Google AI Overviews, Gemini, ChatGPT and Perplexity.
- Industry
- Beauty & Skincare / E-commerce
- Focus
- Generative Engine Optimisation (GEO) & AI Search Visibility
- Engagement
- Client project
AI visibility snapshot
The brand, surfaced across AI search
The numbers tell the story
Visibility beyond traditional search
Appearing on Google’s first page is no longer the only way for brands to get discovered. The opportunity was to make the brand visible where customers are increasingly researching products and recommendations.
- 2,200+
- Tracked AI responses featuring the brand across multiple platforms
- 730
- Pages cited by AI platforms, up by 388
- 1,100+
- Tracked responses in Google AI Overviews
- 665K
- Impressions across Google’s Generative AI features
Full performance snapshot
Visibility across AI platforms
| Platform | AI responses |
|---|---|
| Google AI Overviews | 1,100 |
| Google AI Mode | 398 |
| Perplexity | 357 |
| Gemini | 287 |
| ChatGPT | 32 |
| Microsoft Copilot | 29 |
| Grok | 0 |
| Total | 2,203 |
Google Generative AI performance
665K
AI feature impressions
451
Pages cited in AI Overviews (Ahrefs)
01 / The challenge
Search is changing, and so is the way customers discover products.
People were no longer relying only on traditional search results. They were asking AI platforms about skincare ingredients, product recommendations, routines and alternatives.
For a beauty e-commerce brand, that meant a new way to get discovered, even when a customer never clicked a traditional Google result.
The challenge was to build the brand’s presence in AI search while continuing to grow its traditional organic visibility.
02 / Strategy & execution
Connect useful content with how people search.
- 01
Built content around customer questions
Customers don’t always search using product names. They ask questions, describe skin concerns, compare ingredients and look for recommendations. That made informational content a core part of the strategy, alongside product and category pages.
- 02
Strengthened product and informational content
I improved the relevance and usefulness of content across the website, so the brand’s products and supporting information could be discovered through searches about ingredients, product benefits and skincare needs.
- 03
Tracked visibility across AI platforms
Rather than treating AI visibility as a vague concept, I used Ahrefs to track the brand’s presence across platforms. This showed where the brand appeared, which pages were cited and how its presence changed over time.
- 04
Connected traditional SEO with AI search
I treated GEO as an extension of the wider search strategy, not a separate activity. The focus was on strengthening the website’s overall discoverability so its product and informational content could serve customers in both traditional and AI search.
03 / The business impact
Visibility beyond traditional search results.
The Ahrefs snapshot recorded more than 2,200 AI responses across tracked platforms, with 730 pages receiving citations. Google Search Console also recorded 665,000 impressions across Google’s Generative AI features.
Together, these results show the brand reaching customers through a channel that barely existed a couple of years ago.
A measurable presence across AI platforms, supported by useful content and broader search visibility.
04 / What this project demonstrates
AI search extends the work of good SEO.
AI search adds another layer of competition for brands. Ranking for keywords is no longer enough. Content also needs to be useful, relevant and discoverable when customers ask AI platforms a question.
This project reflects how I connect traditional SEO with new search behaviour. I don’t see GEO as a replacement for SEO. I see it as a way to expand where and how brands get discovered.
Your next opportunity
Could Your Brand Be Discovered Beyond Traditional Search?
Your customers are already asking AI platforms what to buy. The question is whether your brand is part of the answer. Let’s identify where your brand could be showing up in AI search.