About SteelSeries
SteelSeries is a huge player in the gaming accessories space, mostly known for its award-winning headsets, keyboards, and mice. To maintain their leadership position, SteelSeries sought out to future-proof their marketing by focusing on visibility in AI search channels, following their audience of tech-savvy gamers who were increasingly using LLMs for product recommendations.
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The Opportunity
With the rise of AI search (powered by LLMs like ChatGPT, Gemini, and Perplexity) came a decline of organic traffic due to zero-click search tendencies. SteelSeries needed to increase its visibility and control how its brand and products surfaced across AI search platforms.
This was particularly crucial for high-intent queries like “best gaming headsets”, “best gaming keyboards”, and “gaming earbuds”.
The Approach
SteelSeries leveraged Goodie’s comprehensive AI visibility monitoring platform to optimize their presence for high-intent queries across AI search engines. Here’s how they did it:
- High-Impact Source Identification
Using Goodie’s AI Optimization Hub, SteelSeries pinpointed which publishers and influencers were already being surfaced as authoritative truth sources in the gaming category.
Analysis revealed that a small group of review sites and Reddit threads accounted for an incredibly large share of headset-related discussions, and therefore citations. This insight guided SteelSeries to focus outreach on those sources.
- Strategic Outreach
With this prioritized list of targets, SteelSeries coordinated outreach using Goodie’s Agentic Actions, securing up-to-date product mentions that replaced outdated information previously cited by AI models.
- Perception & Sentiment Correction
AI Visibility Monitoring also uncovered lingering negative and outdated reference to older headset models. After locating these instances, SteelSeries undertook content updates, structured data fixes, and review refreshes in order to replace low-scoring mentions with more accurate and brand-positive sentiment.
- Technical Enhancements
Using Goodie, SteelSeries also noticed that LLMs responses were surfacing inconsistent product data from SteelSeries’ product pages. To close this gap, they optimized structure data, schema, and robots.txt on product pages, and implemented LLMs.txt to the site. This gave AI agents the ability to properly and accurately parse and surface current product details.
- Semantic Content Optimization
In addition to technical optimization, SteelSeries revamped the content on key product pages to be more AI-friendly. Q&A sections, bullet-pointed benefits, and citation-ready phrasing like “best wireless gaming headset for PC and Xbox” were added to vital product pages. Goodie’s AI Content Writer helped by aligning page content with key queries and content formatting.
- Attribution & Performance Clarity
Using Goodie’s Traffic and Attribution toolset, SteelSeries was able to convert all of the above efforts into tangible results. Significant spikes in traffic and conversions tied directly to specific product citations, quantifying ROI from AI search and providing that AI visibility was outperforming traditional organic search.
Results
SteelSeries' strategic use of Goodie's platform delivered category-leading results across every key metric that was identified at the beginning of the relationship:
#1 Most Retrieved Brand in AI Answers
SteelSeries is now the most retrieved brand for the “gaming headset" "gaming keyboards" and "gaming earbuds" categories across LLMs earning consistent, trusted placement across AI search and driving significant amounts of attributed revenue growth.
3.2x Increase in Conversions
- AI search conversions for SteelSeries improved over 3x in 6 months
- This led to a significant revenue growth attributable to AI search traffic, with AI search traffic outperforming traditional search in terms of conversions
AI Platform Visibility Improvement
- Gemini Visibility Score: 62 → 85 (+37% improvement)
- ChatGPT Visibility Score: 51 → 73 (+43% improvement)
- Perplexity Visibility Score: 44 → 77 (+75% improvement)
Key Takeaway
AI search continues to drive buyer behavior, particularly for audiences of brands like SteelSeries. The opportunity to future-proof their marketing through capitalizing on AI search presented itself; and Goodie was the right partner for SteelSeries.
SteelSeries’ use of Goodie led to rapid gains in brand visibility, conversions, and long-term loyalty. This secured a lucrative advantage in the highly competitive gaming space.
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