Generative engine optimisation strategy secures 47,000+ clicks in a year

The challenge

When AI Overviews launched in May 2024, Tensar saw this as an opportunity to attract more qualified traffic to its sites and support lead generation globally.

Content is at the core of the brand’s digital strategy. Buying cycles are long, with customers typically taking months to research and plan before choosing to invest in Tensar solutions. As such, revenue growth rests on our ability to bring prospects to site, generate form fills, and nurture leads right up to the point of purchase.

When AI Overviews first appeared, traffic and leads dipped because Tensar wasn’t cited and was quickly pushed further down in the search results. We knew that capturing citations in overviews across our core ranking keywords was a priority, but didn’t yet have the data to be sure of the best approach. Several months of testing and learning followed.

The insights we gained have since formed the basis of our integrated, cross-channel approach to generative engine optimisation (GEO) services.

The strategy

We ran a range of experiments as part of our GEO strategy – all with the goal of improving Tensar’s AI Overview visibility. Based on search industry research, we tested tactics spanning content, technical, and brand authority:

1

Using Tensar’s in-house expertise to add unique, original insights to pages.

2

Formatting content as bitesize Q&As for clarity and readability.

3

Adding new copy to address the subtopics mentioned in overviews head on.

4

Earning links and mentions naturally with valuable, helpful informational content.

5

Implementing relevant schema where this wasn’t already present.

The results

Working closely with Tensar, we identified which AI Overviews were most relevant and captured citations. After 12 months of work, together we had secured:

1,793

AI Overview citations globally (Ahrefs)

47,604

Organic clicks via AI Overview keywords (Google Search Console)

7.9M

Organic impressions across AI Overview keywords (Google Search Console)

We’ve partnered with Impression for several years and consistently seen strong organic growth. When AI Overviews launched and began impacting our metrics, Jonathan and his team quickly developed a tailored strategy. Thanks to their proactive approach, we’ve significantly improved our visibility within AI Overviews.

James Kearsley Global Website & SEO Manager, Tensar