How Global Industrial Achieved a 1,200 Increase in Appearances in AI Overviews
Leading distributor of industrial equipment and supplies
Global Industrial
Global Industrial is a leading distributor of industrial equipment and supplies, serving businesses across various sectors. As AI-powered search continues to shape user discovery, Global Industrial recognized the need to enhance its generative engine optimization (GEO), SEO, and content strategies to improve AI-driven visibility, traditional search visibility, and the bottom line.
Setting the Stage for Sustainable Growth
ESS Universal needed to grow the volume of commercial quote submissions from institutional buyers — without cannibalizing existing Google performance or diluting lead quality. The bar for success wasn't just more leads. It was more of the right leads.
Definition of Success
- Increase qualified, conversion-ready traffic
- Improve campaign ROI and lower CPA
- Strengthen long-term organic visibility
In addition to working with Global Industrial to create high-quality content and double down on SEO fundamentals, Intero Digital also implemented GEO tactics, including optimizing homepage schema, CollectionPage schema, ProductCollection schema, and Article schema across the Knowledge Graph to strengthen entity association.
Audit & Foundation
We started with a deep audit to surface technical issues, content gaps, and unrealised opportunities.
Targeted Execution
Our team executed against the highest-leverage plays — keyword targeting, on-page optimisation, and creative refresh — focused on the metrics that drive revenue.
Iterate & Scale
We measured weekly, doubled down on what worked, and reinvested gains into the next layer of the strategy.
Campaign Results
Global Industrial’s case demonstrates how structured SEO, GEO, and content strategies can drive AI search visibility . While early results are promising, a full-funnel approach (from category page improvements to entity-based content reinforcement) will be key to long-term AI search success.
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