This case study details how Janitza, an energy technology manufacturer, successfully navigated a domain merger, CMS switch, and relaunch while adapting to AI-driven search. The strategy focused on building a data source for both humans and AI systems, resulting in significant organic visibility and AI recommendations.
A short editorial from the VEONIB team on why this content matters.
This case study proves that a strategic blend of SEO and GEO can turn a risky relaunch into a growth opportunity, positioning a brand for AI-driven purchasing.
The emphasis on being 'recommended' over 'cited' in AI answers is a key differentiator, highlighting the need for content that not only informs but also establishes brand authority.
B2B marketers facing a domain merger or aiming for AI visibility should adopt a dual SEO/GEO strategy and prioritize content quality to succeed.
Search engine optimization tailored for business-to-business companies to increase organic visibility and lead generation.
The practice of optimizing content to be cited and recommended by AI-driven answer engines like ChatGPT and Google AI Mode.
The process of combining two websites into one, requiring careful redirects and signal transfer to preserve search rankings.
Using AI tools to assist in content creation while maintaining quality and relevance to target audiences.
Searches that do not include a company's name, often used by potential buyers early in the research process.
Search queries indicating a user's readiness to purchase or find a solution, often targeted in B2B SEO.
Google's feature that generates AI-summarized answers at the top of search results, citing sources.
A benchmark ensuring content is technically accurate, valuable, and not generic, especially when using AI.
What is the biggest risk during a domain merger and website relaunch?
The biggest risk is losing organic visibility due to improper redirects or signal dilution, which can take quarters to recover if at all.
How can a company become visible in AI answers like Google AI Overviews?
By structuring content to be easily digestible for AI systems, using clear headings, concise answers, and providing comprehensive information that AI can cite.
What is the difference between being cited and being recommended in AI answers?
Being cited means your content is used as a source, while being recommended means the AI classifies your brand as a provider for a specific need, which is more valuable for shortlisting.
How long does it take for new content to rank on Google?
In the Janitza case, new pages reached top placements within a few weeks of publication, thanks to strong domain authority and well-optimized content.
What is the role of AI in content creation for SEO?
AI helps increase production speed and efficiency, but maintaining technical substance and avoiding generic content is crucial for success.
Why is non-branded search visibility important for B2B companies?
Non-branded searches are used by buyers who don't have a provider in mind, making it essential for capturing new demand and expanding market reach.
What are the three pillars of the SEO/GEO strategy mentioned?
Classic SEO, AI-supported content marketing, and Generative Engine Optimization (GEO).
How did Janitza manage to merge two domains without losing visibility?
By cleanly transferring visibility from Janitza.de to Janitza.com, ensuring proper redirects and maintaining brand signals.
What types of content were created for Janitza?
14 product pages, 24 solution pages, and 11 guide pages, each tailored to match search intent and AI readability.
What is the significance of appearing in AI Mode for B2B providers?
Being recommended in AI Mode can place a provider on the shortlist for purchasing decisions, making it a critical visibility channel.