“NoGood has been a stand out partner in navigating agentic commerce and AI search; I couldn’t be more proud of what we have achieved together."
SteelSeries: Dominating ChatGPT & AI Search for Gaming Accessories
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Jeremiah
VP of Marketing
23x
Increase in YoY AI search traffic
27x
Increase in YoY conversions from AI platforms
75%
Improvement in Perplexity Visibility Score
Turning AI search into a scalable revenue channel for SteelSeries by leveraging AEO expertise.
Overview
SteelSeries is a global leader in gaming accessories, known for premium headsets, keyboards and mice, trusted by esports athletes and gamers worldwide. As AI search platforms like ChatGPT, Gemini, and Perplexity began reshaping product discovery, SteelSeries recognized a critical inflection point: these platforms were becoming the new front door for gaming gear research but SteelSeries visibility was not matching market presence.
While competitors scrambled to understand this emerging channel, SteelSeries partnered with NoGood in late 2024 to pioneer AEO strategy that would establish brand dominance before the market caught up.
The Challenge
- Absence from AI conversations: SteelSeries had an inconsistent presence and low rankings in AI responses for gaming accessory queries, despite strong traditional SEO performance.
- Competitors claiming territory: Rival brands were beginning to appear in AI recommendations, threatening market position in this emerging channel.
- No established playbook: AI platforms had different citation behaviors, sourcing patterns, and optimization requirements than traditional search engines.
- Proving business value: Demonstrate that AI visibility translates to measurable traffic and revenue, not just vanity metrics.
- Speed to market: Establish dominance quickly before competitors invested in AEO strategies.
Services
AEO Strategy & Implementation
AI Platform Visibility Measurement & Tracking
Content Optimization & Authority-Building
Technical AEO Infrastructure
AI Search Attribution
Strategy
NoGood positioned SteelSeries as the definitive gaming accessories authority across ChatGPT, Gemini, and Perplexity; turning AI search into a scalable revenue channel.
Restructured content specifically for how AI platforms evaluate, cite, and recommend brands. Focused on entity-rich, authoritative content that answers the exact questions gamers ask AI assistants.
Audited and reviewed product feed and PDPs across technical and content to ensure alignment with agentic commerce best practices and implement optimization based on real time monitoring data.
Tailored strategies for each AI platform’s unique behavior (ChatGPT’s browsing patterns, Perplexity’s citation preferences, and Gemini’s Google integration) rather than a one-size-fits-all approach.
Implemented structured data, semantic markup, and technical optimizations designed to improve discoverability by AI systems while maintaining site performance.
Built citation networks and authoritative signals that AI platforms recognize as trust indicators, creating compounding visibility gains across platforms.
Deployed proprietary visibility measurement to track brand presence across AI platforms, enabling data-driven optimization and proving ROI through conversion attribution.
Results
Within 10 months, SteelSeries went from a relatively low SoV and visibility score across leading models to becoming one of the most-cited gaming accessories brands across major AI platforms. More importantly, AI search became a measurable, scalable revenue channel; not just a visibility play.
Business Impact: Starting from baseline levels in January 2025, AI traffic grew 6.7X to over 1,500 daily visitors by October 2025. Conversion rates from AI traffic exceeded traditional search benchmarks, driving a 7.1X increase in conversions from AI platforms and establishing a new high-intent acquisition channel.
AI Platform Visibility:
- Gemini Visibility Score: 62 → 85 (+37%)
- ChatGPT Visibility Score: 51 → 73 (+43%)
- Perplexity Visibility Score: 44 → 77 (+75%)
Market Position: SteelSeries now dominates gaming accessories recommendations across AI platforms, appearing in the majority of relevant AI-generated responses. This first-mover advantage positions them ahead of competitors who are only beginning to invest in AEO, creating a compounding moat as AI platforms reinforce existing authoritative citations.
23x
Increase in YoY AI search traffic
27x
Increase in YoY conversions from AI platforms
75%
Improvement in Perplexity Visibility Score
Squad
Mostafa ElBermawy
Founder & CEO
Isabel Bellino-Neave
Sr. Growth Strategist
Nic Li
Growth Marketing Manager, Lifecycle
Ollie Martin
Growth Marketing Manager, SEO & AEO