BRITA UK's Professional Dispensers division was losing ground. Years of waning results. Spiralling acquisition costs. A conventional playbook that had stopped working.
The audit surfaced ten issues dragging performance across organic search and the emerging AI layer. The most urgent: 30,600 monthly searches stranded on page 2. Only 10% of AI traffic reaching the dispenser section. Just two AI-driven conversions in total, both from ChatGPT.
The brief was transformation, not optimisation.
The Challenge
BRITA faced a dual-front problem: declining visibility in traditional search and near-invisibility in the AI engines reshaping how B2B buyers research.
- Locked out of the top 3 for non-brand terms, with average position sitting at 13.9
- 30,600+ monthly searches stranded on page 2, invisible to buyers
- Over-optimised commercial pages that failed to answer the questions buyers actually ask
- Only 10% of AI traffic reached the dispenser section
- Just 2 AI-driven conversions across the entire site
- No content engineered for the questions buyers ask ChatGPT, Gemini and Google's AI Overviews
Organic Search
6 Issues- 30,600+ searches on page 2
- Declining organic traffic
- Locked out of top 3
- Over-optimised pages
- Technical SEO issues
- Slow mobile speed
AI Visibility
4 Issues- Only 10% AI traffic reached site
- No content for AI questions
- Just 2 AI conversions
- Patchy AI Overview visibility
Our Approach
We tore down the conventional playbook and rebuilt the organic and AI-search foundation from the ground up.
Classic SEO Rebuild
Stripped back the over-optimisation. Fixed the technical drag. Rebuilt the content architecture around what buyers search for, not what BRITA wanted to say.
- Reclaimed 30,600+ monthly searches by targeting page 2 keywords with surgical precision
- Rewrote commercial pages to balance conversion intent with search intent
- Fixed site speed and mobile performance issues throttling rankings
- Rebuilt internal linking to push authority to high-value dispenser pages
Generative Engine Optimisation (GEO)
AI engines build their answers from the content that most authoritatively addresses a question. BRITA had brand authority but no answer layer. We built it.
- Identified the high-intent, informational questions buyers ask AI
- Created informational content engineered for AI extraction and citation
- Structured content to win citations across ChatGPT, Gemini and AI Overviews
- Routed AI-sourced intent through to commercial dispenser pages
Questions Buyers Ask AI
High-intent, informational questions that weren't answered anywhere on the BRITA site:
The Results
Six months in, the trajectory is unambiguous. Our AI search optimisation and SEO strategy delivered measurable transformation across every metric that matters. BRITA's domain authority jumped from 1 to 19. The campaign drove 27,000 additional clicks and secured the #1 position in AI Overviews, outranking the NHS. Most significantly, BRITA achieved 6.8% AI share of voice, making them the most-cited water dispenser brand across ChatGPT, Gemini and Google's AI search results.
"We've seen an incredible positive trend across all essential metrics from meaningful conversions to a systematic reduction in our cost of acquisition. It is a welcome relief for us to know that a foundational driver of commercial value, our digital strategy, is firing on all cylinders and is in good hands."
BRITA VIVREAU UK
The work proved something fundamental: AI search isn't a future problem. It's a present opportunity.
BRITA came to us after years of declining performance. The conventional playbook had stopped working because the market had moved. Buyers were asking AI engines the questions they used to type into Google. The brands that win in this environment are the ones that build the answer layer first.
We made BRITA the most-cited brand in the water dispenser category, even when prompts don't name a brand. That foundation compounds. The next phase is converting AI-sourced demand into pipeline.
Ready to dominate AI search in your category?
We'll show you how to become the most-cited brand in your space.
Get Your AI Search Audit
