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In the competitive world of AEO, every brand wants to control how it’s perceived online. However, third parties and competitors often dominate comparison conversations, especially when content gaps leave them with an unchallenged voice in the market.
In this case study, we’ll show you how identifying AI visibility content gaps helped our client reclaim its narrative, ensuring that its brand voice was dominant in AI-driven search results.
The Challenge
For our client, the challenge was clear: while they had a strong content strategy targeting their core competitors, they were missing out on owning their narrative against some lesser-known competitors. The company had already developed valuable competitor comparison articles, but AI visibility tracking revealed a concerning trend.
Their site was never cited when compared to certain competitors, leaving third parties or the competitors themselves to shape the story around their product. This meant competitors were dominating the narrative and we missed opportunities in AI visibility.
How We Used AI Visibility Tracking Tools to Identify Competitor Content Gaps
We investigated and tested various AI visibility tracking tools to stay ahead of the curve. In Q4, we moved forward with testing Scrunch with our clients. We set up prompts to track how our client stacked up against core competitors in competitor comparison searches (e.g., “How does [Client] compare to [Competitor]?”).
This revealed that for many competitors for whom we had dedicated articles, our client was cited more than 85% of the time in comparison searches. However, for competitors we hadn’t written about, our client wasn’t cited at all.
Key Insight: LLMs were only citing specific comparison articles when discussing options. We needed to fill in the gaps by creating content for those competitors who didn’t have dedicated comparison articles.
Quick Content Expansion and Launch
With the content gaps identified, we quickly updated our content calendar. We added new competitor comparison articles for the missing competitors, ensuring that our client would be represented in all relevant AI-driven searches.
Within days of launching these articles, we saw immediate results. The AI tools began citing our client’s content consistently - 100% of the time for the new competitor prompts we tracked. This was a game-changer in regaining control over our client’s brand narrative.
Monitor and Refine with AI Tools
After launching the content, we didn’t stop there. We continued to track performance in Scrunch to monitor how often our client’s content was cited in AI-driven searches. Not only did our client’s content get cited 100% of the time for the new competitor comparisons, but we also saw a significant boost in the share of voice. In less than a month, the client’s overall share of voice in competitor comparison prompts increased by 19% MoM, surpassing competitors in citation frequency.
Key Result: Our client’s content was cited >95% of the time in ChatGPT and Google’s AI Overviews for all competitor comparison searches.
The Result
Thanks to the AI visibility tracking and rapid content expansion, our client was able to eliminate content gaps, ensuring that its brand was consistently cited in AI-driven search results. This strategic approach not only improved their visibility but also ensured that third parties and competitors no longer controlled the narrative around their brand unchecked.
The results were clear:
- 100% citation rate in AI-driven tools like ChatGPT and Google’s AI Overviews for new competitor comparison content.
- +19% increase in overall competitor comparison share of voice MoM.
By identifying and closing content gaps, our client regained control over its brand narrative in a matter of days. If you’re experiencing similar challenges, where competitors or third parties dominate the conversation about your brand, it’s time to take charge of your AI visibility.
Want to learn more about how we keep our clients ahead of the AEO curve? Let’s talk.
