Visibility Gap Analysis
The client came to us with declining organic traffic and closed paid channels due to crypto advertising restrictions. They assumed they needed «better SEO.»
We ran their brand and key competitors (Changelly, SimpleSwap, ChangeNOW, Swapspace) through a full AI Visibility Audit across ChatGPT, Perplexity, Gemini, Claude, and Google AI Overviews.
Findings:
- The client had minimal presence in AI-generated answers, while competitors dominated across platforms
- Core differentiators (no KYC, speed, large-volume swaps) were invisible — LLMs didn’t «know» what made the platform special
- Weak trust signals: almost no authoritative PR placements, thin editorial footprint
- Content architecture was misaligned: transactional pages existed, but no informational content that AI systems could reference
The key insight: the visibility problem wasn’t «bad SEO.» AI systems actively recommended competitors because those competitors had built the authority signals LLMs trust — PR mentions, structured content, consistent brand narrative. The client’s product was arguably better, but AI didn’t know that.
This is where the client’s «we need better SEO» became «we need AI Visibility.»
Execution
Content & Architecture
We restructured the content around intent-based keyword clusters — not just for Google rankings, but to create content LLMs would reference and cite. Programmatic pages for crypto pairs gave AI systems structured, factual data to pull from.
PR as a Citation Signal
Every PR placement was chosen for its likelihood of being indexed and cited by LLMs. This wasn’t about «getting press» — it was about building the citation network AI systems need to recommend a brand with confidence.
Monthly Re-Audits
Each month we re-ran the audit to track which queries the client now appeared in, how positioning had changed, and where competitors were still ahead. Strategy adjusted accordingly.
Results: Domination in Key Queries
Top Positions
Traffic & Metrics (June → April)
AI-Driven Traffic:
- ChatGPT referral traffic: +688%
- Perplexity referral traffic: +268%
- Bing organic traffic: +726%
Organic Performance:
- 23,800+ monthly organic visits (estimated)
- 757 keywords in TOP 1–3 positions
- 3,400+ live referring domains
AI Visibility:
- Top-2 AI visibility on Ahrefs among all crypto exchange competitors
- 780+ citations across ChatGPT, Perplexity, Gemini, Google AI Overviews
- Dominant presence for «best instant crypto exchange,» «best anonymous crypto exchange,» «best no-KYC crypto exchanges»
Summary
The core principle here is simple: we don’t start with tactics — we start with diagnosis. The audit showed that AI systems weren’t ignoring this brand out of randomness; specific, measurable gaps in authority, content, and PR were the cause. Once those gaps were mapped, every action had a clear purpose. The +688% ChatGPT traffic wasn’t one clever hack — it was the compound effect of fixing what the data told us was broken.
