How Freshpet and Intero Digital Improved AI Search Visibility: A Practical Playbook

The useful part

Wallis and Futuna Western Sahara Yemen Zambia Zimbabwe Åland Islands City State Are you satisfied with how you are showing up in AI search? How soon are you looking to integrate GEO/AI into your digital marketing plan? Topic of Interests REG_INT REG_FIRST REG_SOURCE Responded to Survey Please complete the captcha challenge!

How it works

• Search Engine Journal uses the information you provide to contact you about our relevant content and promotions.
• Search Engine Journal will share the information you provide with our partner, Intero Digital, who will use your information for similar purposes.
• A familiar brand can rank well in traditional search and still be nearly invisible when a buyer asks an AI assistant for a recommendation.
• You can also watch the full webinar for the complete Freshpet GEO playbook and audience Q&A.
• The gap showed why marketers cannot treat AI visibility as an automatic extension of rankings or brand awareness.

What to take from it

That was the problem Freshpet encountered as AI Overviews and large language models began reshaping product discovery. Freshpet entered the project with years of content, third-party coverage, and established visibility in the pet food category. Digital presented its framework and used the webinar to unpack several practical areas that influence AI visibility: relevance, authority, structure, and engagement.

Example or evidence

• He initially assumed that foundation would make the brand relevant to results about fresh pet food.
• Compton explained that LLMs try to understand industries, concepts, and relationships between entities, not simply reproduce a conventional search results page.
• A recognized brand may therefore be absent when the available content does not clearly establish how it relates to a user's question.
• Freshpet's experience also illustrates why the first step should be observation rather than assumption:

Details worth keeping

Please check your inbox for our confirmation email. In this on-demand webinar, Brittni Ratliff and Cosima Compton of Intero Digital join Steven Elwell of Freshpet to explain how the teams assessed the brand's AI visibility and built a more deliberate generative engine optimization (GEO) program. The discussion moved beyond generic advice about "writing for AI." It covered the strategic, editorial, technical, and measurement choices that help machines understand a brand in context without sacrificing usefulness for human readers.

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