AI search optimization (aka GEO or AEO) is as much a technical challenge as it is 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
As VP of Marketing at developer‑focused CMS Strapi, Victor Coisne has long relied on SEO as a key acquisition channel. He optimized infrastructure, ran programmatic content for long‑tail keywords—the works.
Then ChatGPT launched. Traffic from LLMs started climbing. Session times fell and pages per session dropped, but high‑intent actions—free trials, purchases, “contact sales”—happened faster.
Victor’s take: People were doing their homework in an LLM before ever visiting the site. Enter a new focus area: GEO (generative engine optimization).
That’s where GrowthX and Scrunch come in—the agency partner and the platform Strapi uses 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
Strapi’s GEO work falls into three buckets—each supported by Scrunch.
Victor and GrowthX use Scrunch to track Strapi’s brand presence across multiple AI platforms and benchmark against competitors. They can drill down by topic and prompt to see exactly how brands are mentioned and positioned in answers. Scrunch flags responses that mention competitors but not Strapi—instantly surfacing gaps to close. Explore these capabilities in Monitoring & Insights.
AI Search Trends in Scrunch shows which business‑relevant topics have the most search volume, how they’re trending, and where Strapi currently appears. That clarity helps the team pick the highest‑leverage prompts to optimize first.
Scrunch audits Strapi’s site for issues that can block AI citations—access controls, delivery or formatting problems—and recommends improvements like metadata updates, content gap fills, and relevance boosts to make pages more likely to be cited.
“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
With Scrunch, Strapi and GrowthX achieved:
The downstream impact: more visitors arriving already primed to buy.
The added benefit for Victor is having a partner and a platform he trusts to navigate the fast‑moving AI search landscape.
“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
You can spin this up quickly: