No more scratching the surface

Helping FRONTLINE own the answers AI gives pet owners.

The Headscratcher

You’ve spent years building brand search visibility and trust, but consumers are now shifting from traditional searches to AI- and conversation-driven tools.

Instead of simply sharing links, algorithms are now answering questions, recommending products and shaping purchase decisions. And that shift is only accelerating. By 2028, McKinsey predicts AI-driven search will influence over $750bn in consumer revenue in the US alone.

For FRONTLINE, one of the UK’s leading pet health brands, this change threatened to undo years of work and make the brand invisible. AI systems mentioned competitors more often and showed a fragmented understanding of FRONTLINE’s products.

It was time to make sure LLMs recognised FRONTLINE’s expertise, so their products and guidance would inform consumer advice and drive purchases.

51/100 AI Visibility Score, outperforming all key competitors

8.2M monthly AI audience reach, up +3.1M

745 AI mentions, a +254 increase, over the campaign period

Large Language Models (LLMs) don’t work like search engines. Across platforms such as ChatGPT, Google AI Overview, AI Mode and Gemini, they retrieve information from across the web, interpret it, summarise it and generate a response — often without a user ever seeing the source.

While traditional search optimisation helps, visibility alone isn’t enough. A brand needs to be recognised, trusted and accurately referenced by the LLM generating answers.

Together, we instigated a new approach for FRONTLINE. Instead of optimising purely for rankings or traffic, we focused on ensuring LLMs regarded FRONTLINE as reliable and relevant to pet health advice (while continuing to support and strengthen traditional organic performance).

Content needed to be unambiguous, structured and brand-safe. Technical foundations needed to reinforce trust and clarity. And success needed to be measured not just by position, but by presence within AI-generated responses.

To achieve this, a dedicated Large Language Model Optimisation (LLMO, pronounced ‘lemmy-oh’) strategy was implemented, built around three core pillars: content engineering, technical excellence for AI retrieval and ongoing prompt tracking.

Together, these ensured FRONTLINE pages were easier for LLMs to parse, understand and reference when generating pet health advice, while reducing the risk of misinformation or competitor substitution in AI responses.

We stopped AI search from becoming an itch that couldn’t be scratched.

Our LLMO strategy helped FRONTLINE gain market-leading visibility across high-intent pet health topics, including flea, tick and worming advice, by making the brand easier for AI systems to understand and confidently reference.

Mentions in AI-generated answers rose to 745 (a +254 increase), monthly reach climbed to 8.2 million (+3.1M), and FRONTLINE earned a Semrush AI Visibility Score of 51/100 to outperform all key competitors.

FRONTLINE now shows up more often, more accurately, and more consistently across AI platforms, with ongoing monitoring in place to scale that presence even further.