How Freshpet Increased AI Search Visibility by 645% and Became a Category-Leading Authority
Case Study
How Freshpet Went From Low AI Visibility to Category-Leading Authority in Generative Search
“From the start, Intero Digital quickly and expertly shifted Freshpet to a GEO-first strategy. They’ve continually met & exceeded the challenges I’ve fielded to them, from establishing foundational analytics in a space with no precedent for measurement, to correcting the results of specific prompts where misinformation about Freshpet had previously gone unchecked/unchallenged. Their deep technical expertise and ability to find solutions to brand new problems have quickly made them an indispensable partner for us.”
-Steven Elwell, Senior Director of Digital Marketing at Freshpet
Intero Digital partnered with Freshpet, a fresh pet nutrition brand, to strengthen its visibility in AI-driven search. By implementing a structured generative engine optimization (GEO) strategy, Intero improved how AI systems interpret Freshpet's expertise, recognize it as a trusted source, and cite it in generative answers.
The Problem
Freshpet wasn't surfacing in AI-driven answers where pet parents now make decisions. With limited visibility in Google AI Overviews, untapped potential in referral traffic from major AI search platforms, and technical SEO friction dragging down organic reach, the brand was losing mindshare at the exact moment shoppers were comparing options and leaving credibility and conversions on the table.
The Results
In just six months of launching the GEO framework, Freshpet saw significant gains in AI search visibility, branded search demand, and high-intent conversion actions.
Our Goal
Become the "source of truth" in AI answers for fresh pet nutrition
Technical SEO and AI Search Dominance
Intero Digital set out to boost Freshpet's visibility and credibility in AI-driven search using a GEO framework anchored to three measurable pillars: earn more placements and citations in AI answers, lift branded search and direct visits, and drive revenue outcomes from increased leads and conversions.
In parallel, we reinforced Freshpet's core SEO foundation to protect rankings and performance as AI reshapes the search landscape.
AI visibility and citation strategy: Improved Freshpet's likelihood of being referenced in AI-generated answers by aligning core nutrition messaging, benefits, and proof points to the questions pet parents ask most.
AI referral traffic growth plan: Increased discovery and click-through opportunities from major AI search platforms by optimizing content for AI-driven entry points and comparison moments.
Technical website audit: Identified technical SEO issues suppressing organic reach and limiting AI discoverability, including crawl, indexation, and performance constraints.
Indexation and redirect strategy: Implemented a structured approach to resolve indexation issues and clean up redirects to improve crawl efficiency, site speed, and the user experience.
Content strategy and optimization for AI queries: Built and optimized content to win high-intent and comparison-style searches that trigger Google AI Overviews.
Content structure enhancement: Restructured key pages and added FAQs to better match natural-language prompts and increase authority signals for traditional and AI search.
Keyword mapping and on-page GEO: Updated keyword-to-page alignment, titles, and meta descriptions, plus strategic on-page insertions using natural language patterns that help content surface in AI search results.
Scientific credibility reinforcement: Strengthened trust signals that support "expert" positioning in AI responses to help Freshpet convert AI discovery into measurable outcomes.
CHALLENGES
Freshpet’s primary challenge was to maintain visibility and credibility as pet parents increasingly rely on AIgenerated answers to decide what to feed their fur babies and compare options. The core issues that needed to be addressed were:
- Minimal presence in AI-driven answers and overviews. Freshpet’s expertise, product benefits, and core messaging were not consistently surfacing in AI-generated responses at high-intent research moments.
- Low referral traffic from major AI search platforms. Even when Freshpet was part of the conversation, it was not translating into meaningful traffic from AI-driven discovery channels.
- Technical SEO issues suppressing organic reach. Foundational technical constraints were limiting crawlability, indexation, and overall organic performance, reducing both traditional search visibility and AI discoverability.
- Scientific credibility and conversion gap. Freshpet needed clearer proof of credibility and a stronger path from AI discovery to measurable outcomes like engagement, conversions, and revenue.
Together, these challenges made it harder for Freshpet to influence consideration precisely when shoppers were asking questions and weighing their options.
The Results
In just six months of launching the GEO framework, Freshpet saw significant gains in AI search visibility, branded search demand, and high-intent conversion actions.
Presence: AI Visibility Growth
Increase in appearances in AI Overviews
Boost in AI-driven referral traffic from AI search
Increase in key events from AI referrals
Demand: Discovery and Branded Engagement
Increase in branded search visibility
Action: Business Outcomes
Increase in key events from AI referrals (e.g., "Find a Store" and delivery sign-ups)
Rankings: Supporting Organic Strength
Increase in
top 10 keywords
Increase in
positions 11-20
Increase in
positions 21-30
