BrandHow a US health-and-wellness D2C brand became the default answer for 22 product questions on AI Overviews
A US health-and-wellness D2C brand was losing top-of-funnel discovery to AI Overviews — searchers got the answer without clicking. We rebuilt the content stack to be the answer, then captured the click anyway.
Where US D2C — Google AI Overviews started.
A US health-and-wellness D2C brand was losing top-of-funnel discovery to AI Overviews — searchers got the answer without clicking. We rebuilt the content stack to be the answer, then captured the click anyway.
What had to change
- SEO & AEO
The 90-day plan.
Query mapping
Identified 80 product-research questions where AI Overviews now intercepted the click. Categorised by buyer-intent severity.
Answer block rewrites
Restructured 30 product education pages with answer-block summaries at top, citation-friendly bullets, and Speakable / FAQPage schema.
E-E-A-T fortification
Added named expert reviewer bylines, primary research citations and a transparent editorial methodology page — all signals AI models weight heavily.
Click-back UX
Designed each answer block to end with a question that only the full page (or product) could answer — recapturing the click even after the AI summary.
Results.
What we delivered.
- SEO & AEO
Questions about this project.
How is AI Overview optimisation different from featured-snippet optimisation?
Featured snippets are extractive — Google pulls a passage verbatim. AI Overviews are generative — the model synthesises across multiple sources, so you need to be quoted across many of them, not just rank #1 for one. The discipline shifts from one-keyword optimisation to topic-cluster authority.
Does being cited in AI Overviews actually drive traffic?
Yes — but less per impression than a classic blue link. The trade is more total impressions plus higher-intent clicks. Net revenue impact for most of our D2C clients is positive.
Do you work with Shopify and Klaviyo?
Yes. We work natively in Shopify, Klaviyo, Recharge, Gorgias and Postscript — and audit-fix Shopify-theme Core Web Vitals issues as part of every D2C engagement.
Will my Amazon and DTC channels conflict?
We design the content so Amazon search and DTC search are complementary — top-funnel education on DTC, bottom-funnel conversion on Amazon. Most clients see lift in both.
How do you measure AI Overview wins?
Weekly automated tracking across 80–200 priority queries with screenshots of the AI Overview citation, plus quarterly revenue attribution.
Ready to build results like these?
Tell us where your brand is stuck. A senior strategist replies within one business day with three honest next steps.