AI search optimization (aka GEO or AEO, depending on your preference) is a technical challenge as much as a creative one.
Next-gen headless CMS Strapi uses Scrunch to tackle both.
“People are doing more research in an LLM than on your website. Scrunch gives us visibility into how we’re showing up there and insights into how we can show up better.”
—Victor Coisne, Vice President of Marketing, Strapi
New search traffic, who dis?
Victor Coisne has acronym fatigue.
As Vice President of Marketing at developer-focused content management system Strapi, he’s got a lot of acronyms to keep track of: CLG (community-led growth), PLG (product-led growth), SLG (sales-led growth), and, of course, SEO (search engine optimization).
SEO has always been one of Strapi’s main acquisition channels. So Victor optimizes backend infrastructure. He runs programmatic content programs for long-tail keywords. He does all the things you're supposed to do.
Then ChatGPT launched and something weird started happening: Traffic from LLMs started climbing fast.
Website visitors also started acting differently. Session times and pages per session were down, but visitors were signing up for free trials, making purchases, and clicking the “contact sales” button much faster than before.
Victor’s hunch? People were doing their homework in an LLM before ever visiting the website.
So he added another acronym to his list: GEO (generative engine optimization).
That’s where GrowthX and Scrunch come into the picture.
The former is the agency Victor works with on all things SEO and GEO. The latter is the platform they use to uncover actionable insights for AI search.
“AI search is a game of figuring out how to prioritize what will have the biggest impact. Scrunch gives us the insights we need to do just that.”
—Victor Coisne, Vice President of Marketing, Strapi
Benchmark, prioritize, optimize, repeat
You can boil Strapi’s GEO priorities down to 3 buckets:
Competitive monitoring: Which competitors are showing up for relevant prompts and how do we beat them?
Prompt prioritization: Which topics are our target audience actually asking AI about and how do we show up?
Site optimization: Which website fixes will help us perform better in AI search and how do we implement them?
All are supported by Scrunch.
Competitive monitoring: How to monitor brand vs competitors in AI search results?
Victor and GrowthX use Scrunch to track Strapi's brand presence across multiple AI platforms and benchmark it against competitors. They drill down by topic and by prompt to see exactly how different brands are mentioned and where they’re positioned in an answer.
Scrunch automatically flags responses that mention competitors but not Strapi. Result: instant visibility into gaps the team needs to fill.
Prompt prioritization: Which prompts and topics should be prioritized in AI search?
AI Search Trends in Scrunch shows Victor and GrowthX which business-relevant topics see the most search volume and how Strapi performs in responses.
Visibility into raw search volume—as well as how a topic is trending over time and Strapi’s brand presence for it—helps the team decide which topics and prompts to attack first.
Site optimization: How do I optimize my website for AI search?
Scrunch audits Strapi's site to catch anything that might prevent webpages from being cited by AI platforms: access controls, content delivery issues, formatting problems.
It also suggests improvements—better metadata, content gap fills, relevance boosts—that make pages more likely to get pulled into AI responses.
“From the topics people are searching to the prompts we should be optimizing for to making metadata updates, we want to know where the opportunities are to move the needle. That’s where Scrunch comes into play.”
—Victor Coisne, Vice President of Marketing, Strapi
The result: 226% lift in citations in just 3 months
Strapi and GrowthX are seeing serious results with Scrunch.
They grew Strapi’s brand presence across all configured AI platforms by 31% in fewer than 4 months—and achieved a 226% lift in citations for non-branded prompts within 12 weeks.
The outcome? More people hitting Strapi’s site who are already primed to buy.
But the benefit for Victor isn’t just better visibility across AI platforms.
It’s also having partners he trusts to guide him through the brave new world of AI search.
“The space is so new and fragmented. Everything’s moving quickly. We really look to Scrunch to educate us on what we should be paying attention to.”
—Victor Coisne, Vice President of Marketing, Strapi
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