Project Overview
F1 Authentics, the official online store for authentic Formula 1 memorabilia and race-used merchandise, partnered with ExtraDigital to enhance visibility across emerging AI search interfaces. The aim was to position their product listings within AI-generated answers from tools like ChatGPT and Google Gemini, which are reshaping the search experience.
Challenge
Despite a strong product catalogue and brand position, F1 Authentics was underperforming in AI-driven discovery tools. The content was all there, but not in a format that AI could easily pick up. Product pages lacked the structure and conversational relevance increasingly required by AI engines delivering direct answers and contextual suggestions.
Strategy
As an experienced AI SEO agency, ExtraDigital focused on three core strategies:
- Question-based optimisation: Enhancing product page content to answer specific queries related to F1 memorabilia, increasing selection by AI chat tools
- Structured markup implementation: Adding schema and structured data to support better understanding by AI agents
- Content refinement for AI interpretation: Tailoring meta content and headlines to align with generative AI prompts and user phrasing trends
Additionally, the SEO work included:
- Removal of over 250 toxic backlinks
- Internal linking within product descriptions to strengthen site structure
- Elimination of duplicate meta data and content
- Site health checks and liaison with developers to resolve key technical issues
Results
In the 6 months ExtraDigital has worked on this project, AI-driven traffic has increased by 238%. This growth was largely sourced from AI chat and overview platforms such as ChatGPT, Gemini, and Perplexity.
Key Achievements:
- 238% increase in AI-driven user sessions
- High engagement from users accessing through AI interfaces
- Visibility in AI chat and overview results across top-performing product pages
Why this matters
While generative AI referral traffic grew rapidly in 2025 (industry data shows year‑over‑year gains in the hundreds of percent), much of this traffic remained difficult to capture without deliberate optimisation.
In fact, many brands saw little net benefit to site traffic as AI summaries reduced click‑throughs from traditional search. Against this backdrop, the 238 % increase in AI‑driven traffic that F1 Authentics achieved reflects specific gains from targeted AI SEO work — not just the general rise in AI search usage.
Traditional SEO alone is no longer sufficient. AI-powered search has changed how users discover eCommerce content. Success in this environment demands:
- Realignment of content to suit generative AI prompts
- Technical SEO that supports semantic understanding
- Continuous adaptation based on AI output patterns
F1 Authentics’ results demonstrate the impact of sustained AI SEO optimisation when supported by structured technical improvements and AI-specific content enhancements.
What’s Next
The transformation in search behaviour led by AI interfaces is not temporary, it’s foundational. As AI continues to influence how users engage with ecommerce content, F1 Authentics remains committed to evolving alongside this shift. With ExtraDigital as their AI SEO agency, ongoing collaboration is focused on:
- Scaling product and category-level AI visibility through refined optimisation
- Building a sustainable SEO framework that responds to emerging AI tools and SERP formats
- Working closely with development teams to resolve technical blockers and improve site health
These next steps are designed to ensure F1 Authentics not only remains discoverable but also competitive in AI-led search. The long-term goal is a robust, future-proof SEO strategy tailored to the changing digital landscape.
Frequently Asked Questions
How can eCommerce sites rank in ChatGPT or Gemini search results?
By implementing AI SEO optimisation strategies, including question-focused content, structured data, and alignment with conversational search trends, ecommerce brands can increase their visibility in AI-generated responses.
Which types of content perform best in AI-powered search?
Content that answers clear user questions, is supported by accurate structured data, and includes relevant contextual elements such as FAQs and summaries tends to perform best. For ecommerce, this includes well-optimised product descriptions, answer-ready category pages, and metadata aligned with search prompts used in AI tools.
What makes AI SEO different from traditional SEO?
AI SEO focuses on optimising content for generative search engines and conversational interfaces rather than just traditional keyword rankings. It requires a deeper understanding of natural language processing, intent-based optimisation, and adaptive content frameworks that respond to how AI engines interpret and prioritise data.
