Intero Digital Shares Strategies for Boosting Freshpet’s AI Visibility
News related to:Intero Digital · 2 min read
Intero Digital, a full-service digital marketing agency based in Colorado Springs, shared insights on how Freshpet, a pet food company, achieved a significant boost in its online visibility through generative engine optimization (GEO) strategies. The company’s efforts were highlighted in a recent webinar hosted by Search Engine Journal, where Intero Digital’s Vice President, Brittni Ratliff, and Director of SEO and GEO Communications, Cosima Compton, collaborated with Freshpet’s Senior Director of Digital Marketing, Steven Elwell.
Additionally, the company reported a 46% rise in traffic from major AI search platforms and a 44% increase in key events from AI referrals.
Intero Digital outlined a comprehensive three-part strategy that contributed to Freshpet’s success. The first pillar of the RASE framework, which stands for Relevance, Authority, Structure, and Engagement, was central to their approach. The team identified Freshpet’s earlier visibility gaps, including the use of narrative, magazine-style content instead of structured, quotable passages, and review content rendered in JavaScript that was not accessible to AI crawlers.
To address these gaps, Intero Digital recommended several key strategies. These included writing content in short, self-contained passages that directly answer questions, auditing robots.txt and JavaScript-rendered content, expanding schema markup, pursuing relevant niche and trade publications, and monitoring a defined prompt set to prioritize GEO fixes closest to conversion.
According to Compton, "Freshpet already had the brand recognition and depth of content many companies are still trying to build. The lesson is that strong content isn't enough if AI systems can't extract or access it. Tracking individual prompts lets us see which gaps are closest to revenue and prioritize those first."
The webinar also highlighted the importance of credibility signals behind AI citations and why brand reputation alone does not translate to AI Overviews. Intero Digital’s detailed tracking of 475 individual prompts for Freshpet each day across major language models (LLMs) helped the company identify where the brand appears and where visibility can improve.
Based on the insights shared during the webinar, Intero Digital provided five recommendations for improving AI search visibility. These recommendations are designed to ensure that Freshpet’s content is more accessible to AI systems and better positioned for increased online presence.
The recording of the webinar is available through Intero Digital’s resource center, offering valuable insights for other businesses looking to enhance their online visibility through GEO strategies.