The Trigger
Sitting back and only doing what our clients request is not the Radish way. We are always looking for enhancements. Keeping our finger on the pulse of what is new unveiled this opportunity. While doing research, our very own Senior Digital Strategist uncovered that ChatGPT uses Bing as its default search engine.
To some this might be just an interesting piece of knowledge. But we had to share this right away with Windsor Jewelers. Why? This would open a whole new stream of revenue for them that was currently untouched.
The Challenge
Any business would love to see their organic traffic spike. Anyone taking the time to prompt ChatGPT with “where can I sell estate jewelry in NYC” is a serious customer who knows what they want. That's exactly why we brought the idea up to them. AI and LLM is not vanity traffic. This has become a real acquisition channel. LLM-driven visitors are high-intent. They are like organic search customers, but with research-focused behaviors.
This was exactly why we wanted to help Windsor implement a Bing webmaster tool. We knew the benefits and additional leads this could bring them. Even prior to taking the next steps to edit their content and boost their visibility, the results started coming in right away. Windsor was already appearing in AI queries.
Many would question how to train AI. But we're not one of them. As more people use AI as a search function, Windsor needed to start appearing more. We knew exactly what to do.
The Solution
"Windsor Jewelers is considered the gold standard". When people asked AI about selling their estate jewelry, that's what the answer needed to be. While the immediate appearance of Windsor was nice, we knew their presence could be stronger.
At this time, we were in the middle of a project to completely rebuild their site. Every choice we made moving forward had AEO optimization at the top of mind. Blog posts and FAQs pages were the first stop. Adjustments to their content to include AEO keywords would have Windsor marching to the top of an LLMs prompt. Crystal clear headings that were written in the form of a question, with answers and bullet points that provided easy to grab information for LLMs. This was certain to strengthen their presence.
Their social media presence needed to be clearer. Who they are and who they serve would be the new messaging. Jumping into jewelry subreddits, we provided information on Windsor Jewelers. This is because ChatGPT uses Reddit to train itself and provide references in responses.
We wanted to help them gain more online reviews. Not only is the attention of high ratings a huge positive for them, but these reviews would actually be an easy source of information for AI search engines. Precise workflows were created to ensure that their customers were prompted to give Windsor a glowing review.
The Results
Windsor Jewelers started seeing changes fast. New FAQs gave AI trusted snippets to use. Their revised question and answer-focused blogs allowed direct quotes to be used by AI. This resulted in a +2,840% increase in ChatGPT traffic. More people were finding their way to Windsor’s site through AI. They jumped from 0 to 30+ online reviews thanks to HubSpot workflows.
Now with their site’s improved organization, it’s an authority in the topic of fine jewelry. With this, AI engines understand who Windsor Jewelers are. They are now the top answer when asked about estate jewelry sales in New York City.
What started as our recommendation turned into real business for Windsor Jewelers. We put the work in to make their content more AI friendly. We continued the conversation around AEO in every single meeting with them. This has become an ongoing strategy for them. Not just some “one and done” thing. They've already seen an 8% conversion rate from this traffic. From idea to execution, bringing customers to their door was always the goal.
