Outsourcing marketing for IT companies,
based on our 15 years of experience in the field
based on our 15 years of experience in the field
In recent years, the concept of SEO promotion has undergone significant changes. Old methods have ceased to work, and players who had been at the top for years started to lose their positions and experience a sharp decline in traffic. Companies with limited resources now have a chance to compete with niche leaders who have large budgets, but operate in the old-fashioned way. We are talking about the introduction of innovative technologies focused on implementing SEO for AI search optimization.
This article provides an example of the implementation of an AI-SEO strategy for one of INTEG's clients.
“We are witnessing a massive transformation in search behavior. The B2B audience now searches for IT contractors not only on Google, but also in generative systems. Companies consult with AI assistants, ask clarifying questions, and receive personalized recommendations based on Big Data analysis. And if your brand isn't there, you're losing sales without even realizing it. The market is changing, and the winners right now are those who have managed to occupy the as-yet-undeveloped traffic channels.”
– Peter Dzyuba, CEO of INTEG
Do you want to receive ready-to-buy leads consistently? We will help you organize lead generation and bring potential customers to the point of signing a contract using the most advanced marketing tools and techniques.
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The client is a German IT service provider. The business operates in a competitive European market, where there is a struggle for every request. The problem was obvious: heavy dependence on classic SEO and advertising channels. Organic traffic was present but growing slowly, and the cost of attracting visitors from Google Ads was getting higher and higher. The situation got worse due to the lack of resources to organize a full-fledged content marketing department within the company.
We analyzed the international catalog Clutch.co, which has long been used by the B2B audience to select contractors. The study showed that large service providers have already started to receive their first leads via generative search (ChatGPT, Claude, and Perplexity). AI promotion has not yet become widespread, but it is just around the corner — the trend is rapidly gaining momentum.
Our experience in providing AI lead generation for IT service providers also confirms this trend. For example, one of our partners received seven qualified applications directly from ChatGPT over the past period of 2025 — in a narrow niche and without increasing advertising costs. These were hot leads with ready-made technical specifications and real budgets.
Thus, AI search is rapidly and steadily becoming a real lead generation channel on the international market. In order not to lose the high-budget audience and gain a foothold in AI search optimization, it was necessary to completely rebuild the promotion strategy for our client.
We started by auditing how the website shows up in AI. We checked how AI search engines "see" a website, what company data is available in open sources, what generative models rely on when generating recommendations, and also studied competitors included in AI search results. The conclusion was that the content was not structured for AI assistants, and therefore the client's materials were not included in the recommendations.
We developed a comprehensive strategy combining three areas of AI SEO optimization:
The main idea is to move away from classic tactics, which lead to random mentions and positions in search results, towards making the website a relevant and authoritative source for AI in scenarios where potential customers ask questions and make decisions.
We adapted the content to the principles of generative search and then systematically strengthened the descriptors that ChatGPT and other models use to make decisions pushing the website’s visitors forward to B2B demand generation. Each new page was created not only for people but also for AI logic, with an emphasis on clear structure, facts, chains of reasoning, correct wording, and attribution.
At the same time, we implemented analytics for transitions with the source “chatgpt” in Google Analytics to record the moment when the channel begins to function as an independent funnel. This way we moved a step closer to SEO optimization for ChatGPT.
By the middle of the project, it became clear that the client did not need an internal content department. To streamline content production, 3–4 employees would be required, and the result would be weaker than what our SEO optimization for AI system provided.
We built a fully autonomous process in which the client only needed to spend two hours a month on conference calls and approvals. Everything else was our responsibility.
What we accomplished during a year of working on the project:
The company's information core was rebuilt anew since we applied AI-optimized content architecture. AI assistants process huge amounts of data, selecting the content most relevant to the query. To outperform competitors, it was important to fill the website with facts, evidence, and in-depth analytics, create a clear structure, and provide answers to specific user questions.
The first recommendations from the website started to gain AI search visibility within a few months. Then the model started to mention the client’s brand more and more often, including in situations where the user formulated complex niche queries, and gained a higher rank in ChatGPT.
The timely implementation of SEO for AI search optimization has not only improved the company's actual business performance, but also provided a competitive advantage that will remain for at least the next year providing our client with high-quality B2B leads.
The quality of leads has improved significantly. Users came already “warmed up” and informed: they were familiar with the company, studied its specialization, compared it with competitors, had adequate budget expectations, and were generally ready to cooperate.
These qualitative changes can be explained by the nature of interaction with AI: before asking a question, a person formulates the context and receives detailed recommendations. Accordingly, the choice is made more consciously and the decision is made faster. After receiving a request from such a customer, the service provider only needs to clarify the details and guide them to signing the contract. Selling in the traditional sense of the word and overcoming objections is usually no longer necessary: AI has done most of the work for the manager.
We are currently at the intersection of two processes. On the one hand, the search behavior of the audience is changing: many people perceive ChatGPT and similar AI systems as authoritative advisors that help not only to find answers to everyday questions but also choose business solutions. On the other hand, competition in generative search is still minimal. There are still few players in the AI sphere who learn how to optimize content for AI search: most companies continue to focus on Google rankings. Early entry creates a window of opportunity: you can outperform your competitors with minimal effort by gaining high rank on ChatGPT.
Our case study on how IT companies can use AI search optimization has demonstrated that AI-SEO already functions as an independent lead generation channel. If you are tired of irrelevant inquiries and want to attract qualified customers with real budgets, now is the time to start using generative systems for promotion. Submit a request for a consultation, and we will show you how to adapt your business to AI search visibility optimization and establish yourself in the channel while competition is still low.
