- 23Xyear-over-year growth in traffic from AI search platforms
- 27Xgrowth in conversions from those visitors
- 3.7Xgrowth in revenue from AI search platforms
What they found first
Early research showed that AI recommendations for gaming hardware were shaped by a surprisingly small number of sources: a handful of review publications and a cluster of Reddit threads. So getting recommended meant earning coverage and community trust, not just improving SteelSeries' own site.
What they changed
Product pages were rebuilt with short answers near the top, question and answer sections and simple tables that AI tools can quote. Structured data was added across the site, and rendering problems that were stopping crawlers from reading pages were fixed.
Outreach went to the specific publishers and reviewers shaping AI answers in the category, and stale coverage was replaced with current mentions. On Reddit, the team joined the exact threads AI was citing with genuinely useful posts rather than promotion. Product feeds were also prepared for ChatGPT Shopping, Amazon Rufus and Google AI Mode shopping.
The results
Traffic from AI search platforms grew 23X year over year, reaching more than 1,500 daily visitors by October 2025. Conversions from those visitors grew 27X, with conversion rates that beat traditional search, and revenue from AI search platforms grew 3.7X. By the end, SteelSeries held the top spot for gaming headsets, keyboards and earbuds on Gemini, ChatGPT and Perplexity.
What other stores can take from this
- Find the sources AI trusts in your category. For SteelSeries it was a few review sites and Reddit threads, so that is where the effort went.
- Make product pages easy to quote. Short answers up top, question and answer sections and clear tables give AI tools clean text to use.
- Check nothing is blocking crawlers. Fixing pages that crawlers could not read was part of the work.
- Join conversations honestly. The team added useful posts to the Reddit threads AI cited, not brand promotion.
Worth knowing: These numbers come from the agency's award entry, not independent reporting. NoGood's own case study page gives different figures in its body text (6.7X traffic growth and a 7.1X rise in conversions), so treat them with care.
Source
“How SteelSeries claimed the top AI search spot before competitors arrived”
Read the original article (opens in a new tab)SteelSeries is not a GEO customer. This page is our summary of The Drum's reporting. The figures are theirs.
