AI PR & Brand Mention Optimisation Case Study
How a UK e-commerce retailer achieved 366% growth in AI visibility through strategic semantic SEO and digital PR automation
Client Overview
A leading UK-based e-commerce retailer specialising in sustainable lifestyle products
The company had a strong SEO foundation and consistent social media presence but wanted to expand brand visibility within AI-generated search environments (Google SGE, Perplexity, Bing Copilot) and strengthen its brand authority for eco-friendly retail.
Challenge
Despite strong traffic and sales, the brand was rarely cited in AI-powered search results. Its PR activity was focused on product launches and influencer collaborations, but lacked structured connections between sustainability topics, certifications, and the brand entity itself.
Key issues detected:
  • Absence of structured data (no Product, Organization, or Review markup).
  • Inconsistent brand mentions across online media (variations of brand name and domain).
  • Low semantic linkage with trending sustainability terms (carbon neutrality, ethical sourcing).
  • No AI visibility tracking or measurement framework for SGE and Perplexity.
Our Approach
Solution
We implemented a three-layer AI PR & Brand Mention Optimisation program, blending semantic SEO, digital PR automation, and AI visibility analytics.
1. Structured Data & Entity Optimisation
Deployed comprehensive schema markup: Product, Organization, Brand, Review, FAQ.
Entity Recognition Enhancement
Linked sustainability certifications (B Corp, Fair Trade) as verified entities in metadata.
Unified brand references across 80+ digital outlets to reinforce entity recognition.
2. AI-Driven PR Campaigns
AI-Driven PR Campaigns
01
Semantic Model Training
Trained an AI semantic model to identify high-engagement sustainability topics in e-commerce media (eco-logistics, recycled packaging, carbon tracking).
02
Data-Driven Content Production
Produced data-driven stories and expert quotes for platforms like Retail Gazette, TechRound, and Green Retail World.
03
Entity Co-Citation Tactics
Applied entity co-citation tactics, ensuring brand proximity to major eco-commerce leaders (Patagonia, Allbirds, Shopify).
3. AI Visibility & Sentiment Monitoring
Visibility Dashboard
Deployed a visibility dashboard tracking brand inclusion rates in AI summaries across Google SGE, Bing Copilot, and Perplexity.
Sentiment Analysis
Analysed brand sentiment shifts using NLP classification models.
Continuous Optimization
Re-optimised PR narratives quarterly based on topic clusters performing best in AI outputs.
Results (after 3 months)
Outcome
The e-commerce brand achieved consistent visibility in AI search summaries for queries like "eco-friendly online stores UK" and "sustainable packaging brands". This resulted in higher organic referral traffic, brand trust improvement, and increased collaboration inquiries from sustainable marketplaces.
Key Takeaways
AI visibility drives trust and conversions
Appearing in AI answers signals credibility to consumers and investors alike.
Structured data + semantic PR = visibility multiplier
E-commerce brands must treat metadata as PR infrastructure.
Monitoring is crucial
AI algorithms evolve — visibility must be continuously measured and optimised.
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