Early results at a glance
increase in organic clicks during the reporting period
increase in organic CTR
improvement in average organic position
increase in clicks from the leading branded search query
increase in clicks from the second-leading branded search query
clicks to the dog-food collection and +35.6% clicks to the homepage
These are early organic-search signals from the available reporting period. They indicate stronger search engagement, not a mature revenue, profitability, scale, or AI-visibility outcome. Impressions declined 5.1% during the same comparison, while AI visibility and share of voice also declined.
About our client
Our client is a premium pet nutrition brand serving dog and cat households through an e-commerce business. Its positioning is built around clearly communicated nutrition, responsible sourcing, traceability, quality standards, and veterinary expertise.
Scope of work: AEO/SEO strategy, technical SEO auditing, content auditing and planning, AEO/SEO content production and optimization, AI visibility measurement, and PR/affiliate AEO consultation.
Background
The brand entered the engagement with organic traffic under pressure year over year, while AI-generated search experiences were beginning to answer category questions before users reached a website.
That changed the nature of the search challenge. The brand was no longer competing only for traditional rankings. It also needed to become easier for AI systems to understand, retrieve, cite, and connect to the questions pet parents ask when they are choosing food.
The opportunity was not a lack of substance. The brand already had proof points across its product storytelling, transparency resources, FAQs, and educational content. The challenge was that those proof points were distributed across the site rather than organized into a connected system around priority questions and decision journeys.
The clearest opportunity centered on high-intent dog-nutrition topics, including gut health, sensitive stomachs, picky eaters, puppies, food formats, ingredient transparency, and brand comparisons.
Goals
Avenue Z and the client aligned around four goals:
- Establish a nutrition-first content and site structure that could support both organic search and AI-generated answers.
- Prioritize commercial questions while maintaining an awareness layer for broader nutrition education.
- Connect technical SEO, content, measurement, and authority-building recommendations around the same themes.
- Create a repeatable operating system for identifying gaps, publishing useful answers, and tracking visibility over time.
The initial prompt strategy was weighted 70% toward commercial intent and 30% toward awareness, with prompts tagged by funnel stage, topic, species, prompt type, and priority.
The method
Avenue Z built a 100-prompt framework across commercial and awareness-stage pet-nutrition questions, then used it to prioritize content and competitive gaps.
The team connected the brand’s existing proof points through a nutrition-authority resource, FAQs, gut-health and comparison content, product pathways, and expert-led education. In parallel, a technical audit addressed crawlability, indexation, internal linking, URL structure, and page-size issues.
Peec, Google Analytics, Google Search Console, and Looker Studio created a repeatable view of AI visibility, organic performance, citations, and AI-referred activity. PR recommendations extended the same authority themes into third-party coverage.
Results
The brand’s organic search performance strengthened during the reporting period. Clicks increased 11%, while CTR increased 17%. Average position improved 2.4%.
Branded demand was a particularly strong contributor to the gain. The leading branded query increased clicks 58.7%, while the second-leading branded query increased clicks 42%.
The strongest page-level gains included a 59% increase in clicks to the dog-food collection and a 35.6% increase to the homepage. Cat-food, puppy-food, and raw-food collection pages also recorded month-over-month click growth.
The results should be read with the full reporting context. Impressions declined 5.1% during the same period, and the latest report showed AI visibility falling from 2.3% to 1.6% while AI share of voice declined from 10.2% to 5.1%. The movement reflected a competitive shift in AI-generated answers, particularly on Google AI Overviews, rather than a simple across-the-board lift.
The business impact and next step
Avenue Z helped create a clearer operating system for modern search by connecting content, technical SEO, measurement, and authority building. Early results show stronger organic engagement, while longer-term AI visibility and share of voice remain areas to monitor.
Contact Avenue Z to discuss your search, commerce, and reputation goals.
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