Client Profile
SurveySparrow is a cutting-edge SaaS company offering an omnichannel experience management platform. Their solution allows organizations to create and distribute engaging, conversational surveys across multiple channels while automating feedback loops for better customer, employee, and product experience.
This platform is known for its sleek UI, mobile-first design, powerful and easy integration, which enables both real-time insights and long-term strategy alignment.
🏭 Industry : SaaS – Customer Experience (CX) & Feedback Automation
📍 Headquarters / Region : United States, India, and serving clients globally
🎯 Target Audience : Mid to large enterprises across various sectors
The Challenges:
Despite offering a robust SaaS platform and a solid reputation in the customer experience space, SurveySparrow faced challenges gaining visibility with AI-powered search platforms like ChatGPT, Gemini, and Perplexity. These hurdles reduced its discoverability in high-intent, AI-driven queries, especially those focused on survey tools, NPS solutions, or alternatives to Typeform, making it harder for the brand to surface when it mattered most.
1. Low Visibility in AI Search Engines:
Despite strong SEO fundamentals, SurveySparrow struggled to appear in AI-generated responses across platforms. The brand was either missing or overshadowed, highlighting a key gap between traditional search optimization and emerging AI visibility. When users searched for high-intent queries such as:
- Best survey tools
- Alternatives to Typeform / Typeform alternatives
- Top NPS or CSAT platforms
- Best survey tools
2. Content Not Aligned with AI Search Behavior:
The brand’s blog and product pages were thoughtfully crafted to be consumed by humans. This led to oversight of several key optimization techniques essential for effective AI discoverability. With long paragraphs, an easy-going chatty style, and few lists, quick questions, or bit of code made the pages harder for generative engines to scan and understand fast. As a result, it became difficult for AI tools to extract key insights and feature the brand in AI-generated responses.
3. No AI-Sourced Traffic Tracking:
SurveySparrow had no framework or methodologies in place that could detect traffic that was coming through AI referrals such as chat.openai.com or gemini.google.com. This lack of tracking capability made it impossible to evaluate how the content was performing across AI discovery channels. This left a major blind spot in marketing analytics and strategy making.
4. Established Competitors:
Established companies like Google Forms, SurveyMonkey, and Typeform consistently dominated AI-generated answers. This was largely due to their strong brand recognition and content built with structured, AI-friendly formats. For SurveySparrow to earn a place in those high-visibility responses, it needed to rethink its content strategy with a focus on structure, clarity, and relevance tailored specifically for generative engines
Our Solution :
To help SurveySparrow gain visibility in AI-powered search engines and stand out against major competitors, we crafted and implemented a content strategy prioritising large-language-model interactions. This approach focused on making their content machine-readable, structured, and strategically positioned to be referenced by platforms like ChatGPT, Gemini, and Perplexity.
Structured Content for LLMs:
We transformed high-performing blogs and product pages into AI-friendly formats by adding bullet points, FAQ sections, clear definitions, and scannable summaries. This helped Large Language Models (LLMs) better understand, parse, extract, and cite their content.
BOFU-Focused Content Clusters:
We built topic clusters targeting bottom-of-funnel (BOFU) intent, covering queries such as “SurveySparrow vs Typeform” and “Top CSAT Tools for SaaS.” These formats matched AI response patterns closely, steering models toward listing SurveySparrow as a recommended choice.
Schema and Semantic Optimization:
Technical upgrades included implementing FAQ (along with FAQ schema) and Article schema, optimizing heading structures, and enriching content with semantic cues. By aligning with machine-readable formats and clarity standards, the content became more accessible and more likely to be prioritized in high-visibility AI responses. This improvement helped AI bots as well as normal crawlers interpret the content more effectively, structure, and elevate SurveySparrow’s content within their generated answers.
AI Traffic Tracking & Custom Attribution:
We leveraged our proprietary AI Monitor tools to track not just the volume of AI-driven referral traffic, but also the quality of brand representation. The tool analyzed the tone, sentiment, and factual accuracy of the mentions across platforms. This real-time intelligence empowered the team to have a consistent, credible, and largely positive brand narrative. This helped ensure that what AI said about the company genuinely reflected its value and offerings
Results and Inferences
Within just 6 months of implementing our LLM-first content strategy, SurveySparrow saw a measurable boost in visibility, engagement, and performance, not just on one but across AI-powered search platforms. The content and technical enhancements unlocked new traffic sources, while positioning the brand more favorably in generative search outputs.
When we began, SurveySparrow was receiving just around 110 monthly impressions from a combination of AI referrals and organic search. But with sustained GEO-focused improvements, that number grew consistently, ultimately surpassing 580 monthly referrals, representing more than a 5x increase in visibility across both traditional and AI-powered search channels.
We leveraged our proprietary AI Monitor tools to track not just the volume of AI-driven referral traffic, but also the quality of brand representation. The tool analyzed the tone, sentiment, and factual accuracy of the mentions across platforms. This real-time intelligence empowered the team to have a consistent, credible, and largely positive brand narrative. This helped ensure that what AI said about the company genuinely reflected its value and offerings
| Referral Sources | Dec 2024 | Jan 2025 | Feb 2025 | Mar 2025 | Apr 2025 | May 2025 |
|---|---|---|---|---|---|---|
| ChatGPT | 15k | 23k | 36k | 49k | 77k | 113k |
| Google (Search, AI Overview, Gemini) | 87k | 112k | 143k | 188k | 249k | 386k |
| Perplexity | 12k | 21k | 30k | 43k | 53k | 88k |
| Grand Total | 114k | 156k | 209k | 280k | 379k | 587k |
Between December 2024 and May 2025, SurveySparrow experienced a sharp rise in AI-driven referrals across three major platforms, ChatGPT, Google (Search, AI Overview/Gemini), and Perplexity.
- In December 2024, the combined total AI referrals were 114k, with Google (87k) contributing the most, followed by ChatGPT (15k) and Perplexity (12k).
- By May 2025, this figure rise to 587k total monthly referrals, a more than 5x increase within 6 months.
- Growth was consistent across all platforms, with:
- ChatGPT climbing from 15k to 113k referrals
- Google (Search and AI) rising from 87k to 386k referrals
- Perplexity scaling from 12k to 88k referrals
This sustained growth clearly validates the effectiveness of the LLM-first optimization strategy. It demonstrates that structuring content for generative engines, combined with intentional AI search tactics drives meaningful gains in visibility and discoverability across modern search ecosystems.
Distribution of Referral Traffic
Looking at the cumulative data from December to May:
- Google Search & AI Overview/Gemini dominated the referral traffic, accounting for 67.5% of all AI-driven sessions.
- ChatGPT followed with 18.1%, showing strong mid-funnel engagement.
- Perplexity brought in 14.3%, indicating growing adoption among researcher-style users and early adopters.
- Google Search & AI Overview/Gemini dominated the referral traffic, accounting for 67.5% of all AI-driven sessions.
This data clearly shows that the techniques that we used to target AI-Powered search engines works as effectively if not more on Google search algorithms. The distribution emphasizes that while multiple AI platforms matter, Google’s search results along with AI-generated results, played the most critical role in driving referral growth for SurveySparrow.
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Conclusion :
SurveySparrow’s case indicates just how quickly the landscape of search is evolving. Within a span of six months, the brand transitioned from being practically nonexistent in AI- given results to appearing persistently on ChatGPT, Google, and Perplexity. That transition didn’t occur by accident; rather, it was an outcome of matching their content plan with the way Large Language Models scan, reason, cite and suggest content.
It’s no longer just about ranking on Google, it’s about being discoverable in the answers AI provides. In the era of generative search, success means becoming the brand AI trusts enough to cite, recommend, or even paraphrase without prompting. For businesses like SurveySparrow operating in competitive, research-heavy spaces like SaaS, customer experience, or enterprise tech, this shift is critical. When prospects ask AI for the best tools, comparisons, or alternatives, you don’t just want to be an option, you need to be in the answer.
Key Takeaways
1️⃣ AI-Friendly Content = Visibility
SurveySparrow restructured content with schema, semantic cues, and clear formatting—making it easier for AI tools like ChatGPT and Gemini to cite.
2️⃣ BOFU Content Drove Discoverability
They targeted high-intent queries (e.g., “SurveySparrow vs Typeform”) to rank in AI-generated recommendations.
3️⃣ Tracking Proved the Payoff
Custom AI referral tracking and sentiment analysis, measuring both traffic impact and brand perception in AI-generated responses, validating the ROI of their GEO efforts.
4️⃣ 5X Growth in Referrals
AI referrals jumped from 114k to 587k/month in 6 months, proof that LLM-first strategies unlock real visibility gains.