How to increase brand visibility on ChatGPT

Passione Beauty is a leading Italian brand in the nail care and beauty sector, with a strong focus on gel polish and professional nail reconstruction products. Driven by an ecommerce platform, a blog and a vast digital community of professionals and enthusiasts, its online presence required a new evolutionary step: after years of consolidating its SEO foundations, we integrated a GEO strategy to maintain market leadership and capture emerging touchpoints powered by generative AI.

Client

Passione Beauty
Sector

Beauty
Area of expertise

SEO

1. Goals

The online search landscape is undergoing a profound transformation: the rise of generative Artificial Intelligence features has made the traditional outbound “click” from Google increasingly less guaranteed. Alongside the solid SEO foundations built over the years, it was essential for Passione Beauty to anticipate this shift, securing brand visibility within new conversational touchpoints where users actively seek information on nail products.

In this scenario, adopting a Generative Engine Optimization (GEO) strategy represents a crucial competitive advantage. It allows a brand to evolve its organic presence by pairing traditional SERP positioning with a dedicated focus on citations and visibility within LLMs.

The primary objectives of this initiative were:

Brand coverage on generative engines: position Passione Beauty across LLMs as an authoritative and frequently cited source for the most relevant business intents, such as gel polishes and nail reconstruction.
Format decoding and AI-readability: gain a deep understanding of LLM mechanics by testing which textual content formats, structures and markups are favored by the AI to make content perfectly “digestible” and easily extractable.
Balancing AI optimization and user experience: balance the technical and structural content optimizations required by GEO with human experience, ensuring strategic content remains engaging, fluid and valuable for the target audience of professionals and nail enthusiasts.

The initial results of this strategy were measured and specifically focused on ChatGPT for several reasons:

Dominant market share: ChatGPT currently holds industry leadership, commanding a 52% global market share among generative AI chatbots (Source: First Page Sage, July 2026).
Consumer behavior in the beauty industry: industry data (Source: Spate, September 2025) highlights that while Google remains the preferred touchpoint for visual and purely transactional queries, consumers increasingly favor ChatGPT during exploratory phases in the beauty domain. The AI is actively used to obtain tailored product recommendations and application techniques.
Impact on referral traffic: while inbound referral traffic is not the primary KPI of a GEO strategy, which primarily targets brand mentions and topical authority, recent studies show that ChatGPT generates 92.4% of all trackable referral traffic originating from LLMs (Source: Search Engine Land, July 2026), a trend confirmed by Passione Beauty’s data.

2. Approach

The activity required meticulous strategic setup through the creation of an extensive prompt library covering the primary topics tied to the brand and its catalog. To map the context accurately, prompts were structured by combining four fundamental exploratory dimensions: brand personas, specific user search intents, product taxonomy and content formats.

To maximize impact and address the gaps revealed during an initial visibility assessment, implementations were allocated strategically across various formats. The initial optimization effort concentrated on key strategic assets: top-level PLPs, a blog article, a buying guide and a hybrid landing page designed to bridge informational and commercial intents. This approach aimed to cover different funnel stages with tailored content formats and address core user inquiries when exploring the brand and its products via AI.

To decode algorithmic behavior, we adopted a trial-and-error approach. We analyzed common characteristics among highly cited contents and tested specific tactics – such as Q&A/FAQ formats, ordered lists and concise introductory summaries – followed by post-implementation verification. This final step is essential for consolidating lessons learned and scaling the strategy across the broader content ecosystem.

3. Results

GEO optimization and strategic content management significantly improved Passione Beauty’s visibility and citation frequency on ChatGPT within the Italian market. The updates strengthened the brand’s authority as a reference “entity,” broadening coverage for user queries related to core product categories.

Total Brand Coverage: +123% (Frequency of brand presence in conversations related to core business intents between June 1 and July 6)
Entity Coverage Rate: +108% (Efficacy rate of GEO optimization; we more than doubled the probability of the AI recommending Passione Beauty as a solution for optimized search intents)
Share of Voice vs Competitor: +64% (Share of brand mentions vs competitors)

+123% Total Brand Coverage

+108% Entity Coverage Rate

+64% Share of Voice vs Competitor

A tangible example of this strategy’s effectiveness is the absolute surge in coverage metrics recorded in under a month for the commercial search intents targeted by the top-level PLPs. Implementing GEO logic across these strategic pages yielded a 200% increase in the Entity Coverage Rate on ChatGPT (source: LLMetric).

This upward trajectory is also reflected in the trend chart isolating the prompts optimized for top-level PLPs on the Italian storeview.

The Passione Beauty case study demonstrates that transitioning from a purely SEO strategy to an integrated GEO approach is now an indispensable step for industry leaders and niche players alike. By adapting to changing user search habits in the beauty space, Passione Beauty is successfully converting the threat of “zero-click searches” into a concrete positioning opportunity.