As search traffic shifts: a significant increase in AI visibility

Nutribites is an Amsterdam-based supplement brand, founded by Bnar Falx. With its own product line, thousands of orders per week, and a team of specialists in content, quality, and legal compliance, Nutribites has grown into a well-established player in the Dutch health market. In addition to its webshop, Nutribites also provides content, through which the company serves the entire customer journey, from initial health inquiries to the final purchase.

The collaboration with Nutribites covered the full SEO spectrum: strategy, briefings, technical SEO, link building, and monthly monitoring. Management has now been successfully transferred to their own in-house SEO specialist. A logical step for organizations of this size.

Analysis

The supplement market is one of the most competitive markets on Google and one that is first to feel the shift towards LLMs. More and more consumers are asking their health questions directly to ChatGPT, Claude, or Gemini, rather than to search engines like Google. Although LLMs don't simply copy Google's search results, we do see a strong overlap in practice. That's why E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) in a YMYL market (Your Money Your Life) like supplements plays a decisive role.

Strategy

The core of the strategy was focus: a deliberately defined selection of commercial keywords with the highest revenue potential, and for each theme, strong, dedicated pages that fully cover search behavior. A conscious decision was made to consolidate overlapping search intents onto a single page rather than scattering them across separate articles to prevent cannibalization. The strategy was translated into concrete actions and an ongoing plan.

Technical SEO

Technically, a strong internal link structure was developed, making it crystal clear to Google which pages are most important. Additionally, a dashboard was set up to track keyword positions daily, providing immediate insights during Google volatility. This was complemented by monthly in-depth SEO/GEO reports and recommendations.

Content

Ongoing briefings were provided for Nutribites' internal content team, outlining the desired structure for each webpage. External reviewers with relevant expertise assess the content, there is room for user reviews, and every page refers to authoritative sources. Furthermore, a rhythm of frequent updates was established to keep the content current and ensure Google continuously receives the right signals. It is precisely these signals of expertise and trustworthiness that now ensure the content is better picked up by search engines and LLMs.

PR

External communications were strategically distributed. The focus was on strengthening specific webpages while also boosting Nutribites' brand awareness. This led to increased authority and the development of a strong backlink profile.

In 2025 and 2026, SEO will have changed forever. Study after study shows that a growing portion of search traffic is shifting to LLMs, and Google, with AI Overviews, is increasingly capturing clicks itself. As a result, many websites are seeing their organic traffic consistently decline, even when their rankings remain the same.

The most important result of this case, therefore, lies in this new domain: the AI answers themselves. The percentage of relevant AI answers in which the brand is mentioned rose in the past six months from about 48% to over 73%. A sharp increase of more than half.

This case shows that GEO is not a standalone channel alongside SEO. Strong rankings in Google also increase the likelihood of appearing in AI answers. This is not only because LLMs literally draw upon Google, but also because both systems largely use the same quality signals.