AI SEO Case Study
AI SEO Case Study: 417% More Mentions in AI Answers for Bitdefender
Scale Oxford got Bitdefender named in 417% more AI answers across the buyer questions it tracked. Its service pages were too vague for ChatGPT or Google’s AI Overviews to quote, so we rewrote them in plain terms. Then we worked on getting the consultancy mentioned on the sites those tools already cite.
- Bitdefender
- Cybersecurity
- United Kingdom
- March–September 2026 (7 months)
01THE CLIENT
The Client: Well Known to Its Clients, Missing From AI Answers
Bitdefender is well regarded by the companies it already works with, and most of its work comes from people who know it. New buyers were the gap. When they asked ChatGPT or Google’s AI Overviews to recommend a cybersecurity consultancy, it was rarely named, while larger competitors came up again and again.
The directors asked us to find out why the tools were leaving it out and to fix what could be fixed. We were clear from the start that nobody controls what an AI tool says, so we agreed to judge the work on how often the consultancy was named across a fixed set of buyer questions.
Worked inChatGPTGeminiSearch Console
02THE PROBLEM
The Problem: AI Tools Could Not Say What It Did
AI search tools build their answers from what they can find and read across the web. When that information is vague or scattered, they name someone else.
Vague Service Pages
The site described the company in general terms. A tool reading it couldn’t say which services it offered or who they were for.
Hard for Crawlers to Read
Key pages had no structured data and a few were blocked to the crawlers AI tools use. Some important facts only existed inside images.
Few Mentions Elsewhere
Outside its own site, the consultancy was rarely mentioned on the directories and publications AI answers tend to cite.
What the Wider Data SaysPublished numbers from outside Scale Oxford that explain why the work was done in this order.
- 8%
of Google visits ended with a click on an ordinary search result when an AI summary appeared. Without one, it was 15%.
SourcePew Research Center, July 2025 - OAI-SearchBot
is the crawler ChatGPT search uses. OpenAI says sites that block it in robots.txt are not shown in ChatGPT’s search answers.
SourceOpenAI, “Overview of OpenAI crawlers”
03OUR WORK
What We Did: Measure First, Then Make It Easy to Quote
Before changing anything we measured it, which is where every AI SEO audit we run begins. We wrote down the questions a buyer would actually ask when looking for a firm like this one, asked each of them in ChatGPT, Gemini and Google’s AI Overviews, and recorded who was named and which pages were cited. It is unglamorous work, but without that baseline there would be no way to tell whether anything we changed made a difference.
The service pages came next. Each one now says in its first lines what the service is, who it is for and why the consultancy is qualified to do it, in sentences a tool can lift as they stand. On the technical side, structured data went onto every service page. The pages that had been blocked to AI crawlers were opened up, and the facts that only existed in images were written out as text. Much of this overlaps with traditional SEO, because a page an AI tool can quote is usually one Google understands well too.
The slowest part was everything off the site. We worked on listings and mentions on the directories, comparison pages and industry publications the AI answers were already citing, because that is where the tools look for a second opinion. The directors checked every claim we made on their behalf. We asked the same questions again each month and reported how often the consultancy was named, question by question.
04RESULTS
The Results: What Changed in AI Answers
Results for Bitdefender, March–September 2026 (7 months): 417% more AI answers naming the company, 4 → 29 tracked questions where it is named and 38 more enquiries from AI search.
We asked the same buyer questions in the same AI tools at the start and the end of the period shown, and counted how often the consultancy was named. Enquiries are counted only where the buyer said an AI tool had suggested the firm. The tracking carries on every month, and the list of questions grows as new ones come up in the consultancy’s sales calls.
- 417%More AI answers naming the companyAcross the buyer questions we tracked
- 29Tracked questions where it is namedBefore4After29At the start and the end of the period
- 38More enquiries from AI searchEnquiries where the buyer said an AI tool suggested the company
- Client
- Bitdefender
- Sector
- Cybersecurity
- Market
- United Kingdom
- Period
- March–September 2026 (7 months)
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The practice’s Google profile hadn’t been touched in years, and the directories couldn’t agree on its phone number. We fixed that before anything else.
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The clicks looked fine, and the sales team didn’t want to call any of the leads. We started by agreeing with them what a good lead actually was.
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06QUESTIONS
AI SEO Case Study: Frequently Asked Questions
- Can you make ChatGPT recommend my business?
No one can guarantee what an AI tool says, and Scale Oxford doesn’t promise it. What we can do is make it much easier for those tools to understand what a business does and to find trusted sources that say so, which makes it more likely to be named. Our AI SEO services page sets out how.
- How long does AI SEO take to show results?
Changes to your own pages can be picked up within weeks, but mentions on other sites take longer because they depend on other people publishing. Scale Oxford asks the same questions every month, so you can see when you start being named and for which questions.
- How much does AI SEO cost?
Scale Oxford charges a fixed monthly fee for AI SEO, with a starter package and a package for sites that already have SEO under way. Both are published on our pricing page, and there is no minimum term.
- What does Scale Oxford need from us to start AI SEO?
Scale Oxford needs access to your website and Google Search Console, and a conversation about who your buyers are and what they ask before choosing a firm. We use that to build the list of questions we track. We also need someone to check the facts we publish about you, because AI tools repeat them.
- Who works on an AI SEO account at Scale Oxford?
Scale Oxford’s in-house SEO specialists do the work, with one of our co-founders co-managing the account. The same people handle the pages, the technical setup and the work to earn mentions elsewhere, so nothing is lost between teams. You can reach them on Slack.
- How do you measure visibility in AI search?
Scale Oxford keeps a list of the questions your buyers ask, asks them in ChatGPT, Gemini and Google’s AI Overviews on a regular schedule, and records whether you are named and which pages are cited. We do the same for your competitors, so you can see where they are being named instead of you.
- Does Scale Oxford do AI SEO for consultancies across the UK?
Yes. Scale Oxford works with consultancies and other B2B firms across the UK from our office in Oxford. They are a good fit, because buyers increasingly ask an AI tool for a shortlist before they search, and a firm missing from that shortlist may never be considered.
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