Can AI Search Engine Optimisation (AI-SEO) outperform traditional SEO?
With the rise of AI-driven search engines like ChatGPT, Gemini, and Perplexity, consumers are shifting their search behaviours. Studies indicate that a significant percentage of consumers now use ChatGPT for online searches instead of traditional search engines.
This shift presents a new frontier for brands that want to optimise their content for both AI-driven searches and traditional SEO.
Our client, a leading eCommerce brand specialising in eye accessories, had a steady stream of website traffic but faced stagnant organic conversions and a lack of returning customers. They leveraged AI-optimised SEO strategies to significantly enhance their organic search visibility.
The results?
Here’s a year-over-year (YoY) growth comparison from Jan 1 – Dec 31, 2024 vs. 2023)
- Clicks: +232% (40.28K clicks vs. last year)
- Impressions: +215.9% (13.67M impressions vs. last year)
- CTR: +5.2%
- Organic Conversions: +969.2%
- Total Revenue from Organic Search: +83.15% ($1,325,936.13 vs. $723,970.39)
- Returning Users: +57.91%
Additionally, AI-driven search channels like ChatGPT played a key role in user engagement, with a 1,876% increase in active users from AI-driven sources.
These AI-generated searches contributed additional revenue, proving that AI-based discovery is an emerging revenue channel.
Our strategies
To address these challenges, we implemented a multi-faceted AI-SEO strategy, focusing on:
- LLMO (Large Language Model Optimisation): Structuring content to align with AI search algorithms, making it easily digestible for AI tools like ChatGPT.
- Conversational Search Optimisation: Creating content that matches AI-driven natural language search queries.
- Entity-Based Optimisation: Enhancing keyword relevance using entity optimisation techniques to improve contextual search understanding.
- Personalisation & Retargeting: Leveraging AI insights to enhance user experience and drive return visitors.
Key Takeaways: Why AI-Optimised SEO is the Future
- Consumers are actively searching via AI tools like ChatGPT, making AI-SEO crucial for forward-thinking brands.
- Optimising for conversational and entity-based searches boosts conversion rates significantly.
- Visitors from AI-powered searches exhibit higher engagement, longer session durations, and stronger conversion rates.
This case study proves that optimising for AI-driven search engines is not just a trend—it’s a necessity. Brands that adapt early will not only gain an edge in organic traffic but also establish a strong foothold in AI-based search engines, driving conversions and revenue.
Ready to future-proof your SEO strategy? Start optimising for AI today!
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