Generative Engine Optimization Case Study

Generative engine optimization is already transforming B2B marketing. SEO has changed; your buyers aren’t searching for the way they did before. Instead of typing queries into Google, they’re turning to ChatGPT, Claude, and other LLMs to find vendors, compare solutions, and decide who to trust.

We adapted early. As a Webflow SEO expert agency, we asked: what if we could build a pipeline from AI tools instead of just traditional search engines?

The answer was a clear yes.

After restructuring our website and content strategy around generative engine optimization, we now generate high-quality Sales Qualified Leads directly from LLMs. In fact, 10% of our entire organic traffic is now coming from generative engines, and of that, 27% becomes SQLs. That’s organic SEO that converts, powered by content structured for AI discovery.

Let’s break down what changed, how we did it, and how you can do the same.

What Is Generative Engine Optimization?

Generative engine optimization (GEO) is the practice of optimizing your content, site structure, and metadata so that large language models (LLMs) like ChatGPT, Claude, Perplexity, and Gemini can understand, cite, and surface your content in generated answers.

Unlike traditional SEO, which focuses on rankings within search engine results pages (SERPs), GEO focuses on visibility of your brand/offerings in AI-generated summaries, citations, and direct responses.

Since the launch of AI Overviews and LLMs, the behaviour of buyers has evolved, and zero-click search is the new norm.  

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Why We Prioritized Generative Engine Optimization

We saw the shift in the behaviour of our decision-makers. Before AI-powered search era, CMOs or Marketing Directors would google to a search engine, look up the service needed, and sort through the top results one by one. However, now if they want to compare Webflow SEO agencies or find someone to migrate their WordPress site, they do this:

"Who is the best Webflow SEO agency for B2B SaaS?"
Asked to ChatGPT.

That query doesn’t show us traffic in Google Search Console, but it does show up in analytics as direct traffic, branded visits, or AI tool referrals.

That’s where generative engine optimization becomes critical.

If your website isn't structured for generative engines to crawl, understand, and cite your content, you’re invisible to that channel.

Our Generative Engine Optimization Strategy

Here’s how we adapted our inbound engine to be visible in generative search:

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1. Schema Markup for AI Understanding

We implemented custom schema markup across all key landing pages, case studies, and blog posts. This included:

• FAQ Schema (essential for ChatGPT indexing)
• Article Schema
• Local Business and Organization Schema

This helps AI tools understand not only what our pages are about but also extract relevant snippets to use in their answers.

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2. Webflow for AI Discoverability

Webflow’s clean, semantic code gave us a major edge.

We structured content in a way that made it easy for AI models to parse context:

• Semantic headings
• Clear answers and summaries
• Structured CMS fields for FAQs, testimonials, and services

Webflow’s native SEO tools, combined with custom logic, makes GEO implementation seamless.

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3. Content Aligned with Prompt-Driven Search

We restructured our content around how people prompt ChatGPT. Instead of generic keywords, we focused on natural questions and comparisons:

• “Best Webflow SEO agency for startups”
• “SEO strategy for getting ChatGPT leads”
• “How to optimize for generative engines”

This shift makes the content easier to surface in generated answers.

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4. FAQs and TL; DR Sections

We added FAQ sections to most pages and summarized key takeaways at the top of articles.

These are incredibly valuable for generative engines looking for quick, quotable chunks of information.

Real Results: Pipeline from Generative Engines

Let’s talk numbers.

After 90 days of implementing generative engine optimization:

• 10% of all organic traffic started coming from LLMs like ChatGPT, Claude, and Perplexity ‍
• 27% of that traffic converted into SQLs
• Average time on site from LLM traffic was 30% higher than Google visitors
• Lead quality was significantly better as buyers were already in purchase intent mode

This wasn’t an intern browsing and ending up on our site. These were our core personas, CMOs and marketing leaders, who found us directly in a ChatGPT answer, booked a call, and became Closed Won. Organic traffic that converts.

Why Generative Engine Optimization Matters for B2B SEO

The B2B buyer journey is changing, and so is SEO.

Old-school strategies won’t cut it anymore if your buyer is asking an LLM for vendor recommendations. Here’s why GEO is the next evolution of SEO:

• Intent is higher – users asking LLMs are usually deeper in the funnel ‍
• Competition is lower – very few companies are optimizing for generative engines ‍
• Credibility is built-in – being cited in a ChatGPT answer builds trust instantly ‍
• Speed to decision is faster – AI tools summarize your value before users even visit

That’s exactly why we repositioned our own strategy, to meet buyers where they’re discovering solutions.

How to Start with Generative Engine Optimization

If you're managing SEO for B2B websites and want marketing qualified traffic that actually turns into pipeline, here’s where to start:

✅ Audit your site for schema markup
Ensure every core page has at least Article, FAQ, and Organization schema.

✅ Restructure content for AI comprehension
Use semantic HTML, clear sections, and natural language in headlines.

✅ Write prompt-ready content
Frame blog titles, H2s, and answers like they’re written for someone using ChatGPT.

✅ Track generative traffic
Set up filters in GA4 or use custom UTMs where possible to monitor AI referrers.

✅ Choose the right CMS
We use Webflow for AI discoverability because it allows granular control over content structure, meta tags, and schema without performance compromises.

Final Thought: GEO Is a Competitive Advantage, For Now

The window is still open.

Most of your competitors are still focused on traditional SEO, obsessing over Google rankings. But your buyers are already asking generative engines for answers, and those tools are ready to cite whoever is best optimized.

If you want SEO that drives pipeline, not just traffic, then generative engine optimization is your next move.

And if you're unsure where to start?

You can always hire a Webflow SEO expert who's already getting SQLs from ChatGPT traffic.