Nutty is a sustainable online destination that sells fasteners, hardware, and related accessories. They faced a challenge. The brand was nearly unseen across AI-led search experiences such as Google’s AI Overviews, ChatGPT, and Perplexity. Through Wytlab’s strategy, they rebuilt 50+ content assets, deliberately designed to surface Nutty inside AI-powered search and discovery environments. Within six months, the brand moved from low AI visibility to appearing across 253+ high-intent generative queries in zero-click, conversational search results globally.
Total AI Visits: 288.41% improvement in total AI Visits in the past 6 months. (233 vs 905)
LLM Engaged Sessions: 339.86% improvement in LLM Engaged Sessions in the past 6 months. (286 vs 1,258)
Average Session Duration: 175.31% improvement in Average Session Duration in the last 6 months. (3m 39s vs 10m 04s)
Revenue from AI Visits: 2,556.54% improvement in Revenue in the last 6 months. ($151.79 vs $4,032.26)
Nutty.com, operated by The Nutty Company Inc., has been the leading supplier of fasteners, hardware, and industrial accessories since 1977. They started as a specialist supplier and have grown into a trusted source for makers worldwide. Nutty.com is built for real work and real projects. Its range supports everything from large construction sites and manufacturing floors to home garages and DIY workshops.
More than 40 years of experience supplying reliable fasteners and hardware since 1977
Extensive inventory including nuts, bolts, screws, washers, rivets, anchors, threaded rods, tools, and accessories
Serving construction, commercial, industrial, educational, and municipal clients, as well as homeowners, boaters, fabricators, welders, and hobbyists worldwide
Nutty is dedicated to providing high-quality products, expediting shipping, maintaining fair pricing, and providing consistently courteous service.
Here are the key challenges Nutty faced:
Despite strong press mentions and a loyal customer base, Nutty.com had little presence across AI-powered platforms. Its content wasn’t written for prompt-based, conversational search, which made it difficult for AI systems to recognize and surface the brand.
Platforms like Google’s AI Overviews, ChatGPT, Perplexity, and Gemini rely on clear structure, intent-driven formatting, and strong semantic signals. Nutty’s existing content lacked the clarity and framing that these systems needed to confidently include it in conversational results.
Competing with large e-commerce players for broad, high-volume keywords was unrealistic through traditional SEO alone. Nutty had a hard time getting noticed in a market where bigger brands had more visibility and attention.
Headings were unclear, summaries were weak, and pages weren’t designed for quick scanning. As a result, the site rarely qualified for AI snippets or zero-click search placements.
Critical product and FAQ pages lacked robust Schema (JSON-LD). Without it, AI systems couldn’t easily identify key details such as brand context, pricing, specifications, or technical attributes.
Past efforts focused almost entirely on conventional SEO. The absence of an AEO (AI Engine Optimization) strategy left Nutty unprepared for how quickly search behavior was shifting toward AI-led discovery.
Traditional SEO on its own no longer guarantees visibility.
Online search behavior has shifted significantly, and customers are increasingly relying on AI-powered search engines. These generative engines are changing the way people discover brands, build trust, and make purchase decisions. If your brand does not appear in these AI-generated responses, you will miss a huge chunk of high-intent buyers who are ready to act.
AI engines deliver direct answers. When your brand is cited in a Google AI Overview or referenced in a ChatGPT response, you skip the clutter of a crowded SERP and enter the user’s decision-making process immediately.
Without citation, your brand vanishes. AI systems surface only what they clearly understand and trust. This leaves uncited brands invisible in conversational searches.
Generative search is quickly becoming the starting point for many modern buyer journeys. These AI-driven touchpoints now influence what users research, compare, and ultimately choose.
AI citations also build authority. AI systems reference brands, signaling credibility and helping them stand out without competing for limited space on traditional search results pages.
Optimizing for large language models (AEO/GEO) ensures your content is clean, structured, and easy for AI systems to interpret, positioning your brand to remain discoverable as search technology continues to evolve over the next decade.
The Wytlabs team combined AEO (AI Engine Optimization) and GEO (Generative Engine Optimization) to align the content with how AI platforms interpret and surface information from webpages. We focused on authority building, restructured pages to boost AI visibility, added semantic markup, and optimized the content for prompt-styled queries. We took a further step and engineered content formats most favored by LLMs and created FAQ-rich pages. These steps enabled Nutty to rank across conversational, zero-click search results in six months.
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Impact: Spike Across AI Search Results in 6 Months
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