+1,400% Monthly AI Traffic [Advanced AI SEO Case Study]

For years, traditional SEO focused on optimizing for the 10 blue links in Google’s SERPs, but that can’t be your only focus now.

AI-powered tools like ChatGPT, Google’s AI Overviews, and Gemini are now delivering direct answers often without users ever clicking a search result.

This case study breaks down how my team at The Search Initiative adapted our already successful SEO strategy with an AI search focus by using log file analysis to understand AI bot behaviour, implementing structured data to boost visibility in AI-generated results and optimizing content for multimodal (text, images, videos etc) support.

The results?

Our client’s monthly AI referral traffic grew by 1,400%

… And is appearing for 164 keywords within AI overviews in the U.S.

In this case study, you’ll learn how to:

If you’d prefer to watch rather than read, I cover some of the key insights in this video.

The Challenge

The client specializes in providing commercial plant supplies to businesses across the United States, you might recognize them from this case study.

We’d already delivered strong results in traditional organic search (and we’ve kept that momentum going), but with AI search rapidly reshaping how users find answers, it was clear we couldn’t afford to stand still. If we didn’t act fast, the client risked being left behind while competitors claimed top visibility in AI-generated results.

First, we used AI to analyze their server log files and uncover how platforms like ChatGPT, Gemini and Perplexity were actually crawling the site to reveal gaps, missed pages, and errors.

Then, we implemented structured data (like FAQ and Article schema) to improve how AI interpreted the content, boosting their chances of showing up in AI-generated results.

Finally, we guided AI systems toward their most valuable content by supporting textual content with multimodal formats like images, videos, and tables to improve how it’s parsed, summarized, and shown in AI-generated results.

Here’s how we did it.

AI-Powered Log File Analysis

In the age of AI-first search experiences, understanding how your website is crawled has never been more important. One of the most powerful, underused data sources that can help with this, is looking at your server’s log files.

I’ll show you how to extract, analyze, and visualize log file data using GPT-4o to get valuable insights.

What are Log Files?

Log files are plain-text records generated by your web server that track every single request made to your site by a real user interacting with your site or a search engine bot discovering your pages.

Each entry typically includes details like:

Here’s what one typically looks like:

These files act like a website diary, capturing both user visits and bot activity, and are essential for understanding how the server handles requests.

Why are Log Files Important for AI SEO?

Analyzing these log files can help you understand exactly how AI systems and search engine bots interact with your site, making it a valuable tool for improving your site’s visibility in both traditional and AI-powered search.

By reviewing raw server logs, you can see how frequently different bots (like Googlebot, Bingbot, and AI crawlers) visit your site, which pages they prioritize, and whether they’re running into technical barriers that could impact indexing or AI understanding.

For example, as you’ll read soon below, we discovered that a portion of our client’s pages weren’t being visited by AI models due to a lack of internal links. Since making a simple fix by adding more internal links to and from these pages, the number of hits from AI has started to vastly increase.

For AI SEO, log file analysis can help you:

How to Access Your Log Files

You can access your website’s log files directly from your server.

Many hosting providers (like Hostinger or SiteGround) offer a built-in file manager where these logs are stored.

To download them:

1. Log in to your hosting dashboard or control panel
2. Open the section labeled “File Manager,” “Files,” or “File Management”
3. Navigate to the folder that contains your log files—often named logs, access_logs, or similar
4. Download the relevant log files to your computer for analysis

Read on to find out what to do once you’ve downloaded your log file.

Using AI to Gain Log Files Insights & Visualization

Once you have your log file, you can use it to gain a bunch of insights about your site’s SEO.

You’ll need GPT-4o or ChatGPT Plus, Team, and Enterprise in order to do this.

1. Upload your log file by clicking on the “+” sign, with the following prompt, making sure GPT-4o is enabled.

I have attached raw access log files from my website’s server. Please analyze the logs focusing on both Googlebot and AI crawlers such as GPTBot (ChatGPT), ClaudeBot, PerplexityBot, and Google-Extended (Gemini).

Identify all hits from user agents containing any of the following keywords: “google”, “gptbot”, “claudebot”, “perplexitybot”, or “google-extended”.

Once you’ve analyzed this, I will ask you to perform a series of tasks.

Here’s the result from GPT:

2. Now enter this prompt:

Create a chart that shows how these bots have crawled my site over time.

The chart shows how frequently the bots have crawled your site over time.

3. Now enter this prompt:

Break down the data by HTTP status code (e.g. 200, 301, 404, 410).

This will be useful for a later prompt, where we’ll ask GPT to gather any insights where pages are being crawled by bots, but for example, cannot be found.

4. Now enter this prompt:

Provide a list of the 10 pages that receive the fewest hits from AI bots and Google and create a visual diagram (e.g. bar chart) of these pages.

This will allow you to identify any important pages on your website that aren’t getting crawled by AI and Google.

How to Fix (example):

Our client has a section on the site with pages showing different use cases for their products i.e. /use-case/scenario/. These pages weren’t being crawled as much as we’d liked.

We checked on Ahrefs, and found that they had only 1 internal link pointing to them, from the homepage.

To do this, we went to Site Explorer > Internal links > Most linked pages > Filter by HTTP 200 Status code (so we only see live pages) > Filter URL to contain “use-cases”.

To fix this, we added internal links from relevant pages on the site, including pages that were getting more hits with AI (see next step).

For example, the client had blog posts about how to style their products for various locations, so we added internal links to and from these pages.

The pages also had thin content, there was little textual information about how customers could actually use their products in the various settings. We added unique content detailing the various use cases and how the products could actually be styled within the locations.

5. Now enter this prompt:

Provide a list of the 10 pages that receive the most hits from AI bots and Google and create a visual diagram (e.g. bar chart) of these pages.

These top-crawled pages are often seen as authoritative by bots. They’re your “content hubs”.

Here’s what you can do to make the most of these pages that are crawled often:

6. Now enter this prompt:

Highlight any crawl errors from these bots (status codes 4xx and 5xx), and flag anything that looks unusual or worth fixing.

This prompt helps identify whether any pages of value could be fixed.

In this example, GPT identified several blog posts that returned a 404 error (not found) but could still offer value to the end user (and bots).

Pages that return 404 errors can negatively impact user experience, leading to higher bounce rates. Bots will avoid these pages if not fixed, because the more broken links your site has, the harder it will be for them to access your site’s content.

Use Google Search Console’s Page indexing report to identify 404 errors.

And Ahrefs Broken Link checker to find broken links on your website.

Here are the fixes:

Doing this makes sure that even if some pages don’t actually exist, you’re still providing value to users, and guiding AI models to other relevant content on your site.

7. The final prompt is:

I have attached raw access log files from my website’s server.

• Bots missing key commercial pages

• Pages being crawled unexpectedly often

• Sudden spikes in crawl activity

Here are some tips on how to fix these:

Again, this prompt helps identify any potential areas on your website that need looking to due to pages being crawled too much or certain pages not showing up at all.

By tapping into your log files and pairing them with AI-powered analysis, you gain a clear, actionable view of how search engines and AI crawlers interact with your site. This helps you fix crawl issues, boost visibility, and stay ahead with the constantly shifting search landscape.

Structured Data for Google’s AI Search Features

While most of your efforts should go into creating helpful, valuable content for your audience, there are also technical tactics that can improve how Google interprets your content.

One of the most effective is using structured data (also known as schema markup) to give Google clearer context about what your content is about and in turn, boosting your chances of standing out in its AI Overviews and AI Mode.

In fact, it’s one one of the key practices Google recommends to ensure your content performs well in its AI search features.

What is Structured Data?

Structured data (or schema markup) is a specific type of code you add to your pages to help web crawlers and AI systems to understand what your content represents. It follows a standard format, making it easier to categorize information accurately.

Take a recipe page, for example. You can instantly recognize a list of ingredients and cooking steps, but a search engine can’t do that without guidance.

Using schema, you can label things like ingredients, cooking time, temperature, and calories. This added context improves your chances of appearing in rich results and ensures your content is properly indexed and displayed.

Why is Structured Data Important for AI Search Visibility?

Adding structured data to your content doesn’t directly boost rankings, but it does offer a key benefit that improves how your pages perform in traditional and AI search.

Outside of AI search, pages with structured data are eligible for enhanced features like rich results, which can include star ratings, images, or quick answers.

Key Types of Structured Data

Before we dive into the key types of structured data that can boost your visibility in Google’s AI search features, it’s worth knowing that you can implement schema markup using different formats like Microdata and RDFa.

However, Google recommends using JSON-LD (JavaScript Object Notation for Linked Data). This format is easy to manage, scalable, and can be embedded within the <script> tag in the <head> or <body> of your page.

Article Schema Markup

This is essential for blogs, news, and editorial pages. It helps improve indexing, eligibility for Top Stories, and AI summaries.

Main Properties Used

And this is the full markup as an example:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "Top Tips for Structuring Your Content",
"image": "https://example.com/images/blog-image.jpg",
"author": {
"@type": "Person",
"name": "John Author"
},
"publisher": {
"@type": "Organization",
"name": "SEO Insights",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"datePublished": "2024-07-01",
"dateModified": "2024-07-10",
"mainEntityOfPage": "https://example.com/blog/schema-markup-guide"
}
</script>

Here’s an example of a page on the client’s site that’s implemented Article schema:

As a result, it’s now ranking for 26 relevant keywords within Google’s AI Overviews in the U.S.A.

Here’s an example of one of those keywords, where the client’s site was used as a source on a specific section of the AI-generated answer.

BlogPosting Schema Markup

Designed specifically for blog content. This schema improves how your posts are recognised and featured in AI-generated summaries, Google Discover, and Top Stories.

Main Properties Used

And this is the full markup as an example:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "BlogPosting",
"headline": "Top Tips for Structuring Your Content",
"image": "https://example.com/images/blog-image.jpg",
"author": {
"@type": "Person",
"name": "John Author"
},
"publisher": {
"@type": "Organization",
"name": "SEO Insights",
"logo": {
"@type": "ImageObject",
"url": "https://example.com/logo.png"
}
},
"datePublished": "2024-07-01",
"dateModified": "2024-07-10",
"mainEntityOfPage": "https://example.com/blog/schema-markup-guide"
}

Here’s an example of a page with BlogPosting schema markup:

As a result, it’s used as a source within Google’s AI Overviews:

And ChatGPT too…

How To Schema Markup

Ideal for step-by-step instructional content where its properties make it easy for AI to pull these instructions for how to queries.

Main Properties Used

Each step contains:

And this is the full markup as an example:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "HowTo",
"name": "How to Change a Light Bulb",
"description": "A simple step-by-step guide to safely changing a standard light bulb.",
"step": [
{
"@type": "HowToStep",
"name": "Turn off the power",
"text": "Switch off the light and, if possible, turn off the power at the breaker to ensure safety."
},
{
"@type": "HowToStep",
"name": "Let the bulb cool",
"text": "Wait a few minutes for the old bulb to cool down if it was recently on."
},
{
"@type": "HowToStep",
"name": "Remove the old bulb",
"text": "Gently unscrew the old bulb by turning it counterclockwise."
},
{
"@type": "HowToStep",
"name": "Insert the new bulb",
"text": "Screw in the new bulb by turning it clockwise until snug, but don’t overtighten."
},
{
"@type": "HowToStep",
"name": "Turn the power back on",
"text": "Restore power and test the new bulb by flipping the light switch."
}
]
}
</script>

Here’s an example of a page on the client’s site with HowTo markup:

And here’s how it’s cited in a relevant AI Mode search result:

It’s also ranking for 7 “how to” related keywords within Google’s AI Overviews in the U.S.A.

FAQPage Schema Markup

FAQPage schema helps AI and Google understand that your page contains a list of questions and answers on a particular topic.

Adding FAQPage schema to blog posts that address common questions is highly valuable. It’s often favored by AI tools and search engines when generating Q&A snippets for AI overviews and rich results in the SERPs.

You should also apply FAQPage schema to product pages with frequently asked questions and any help center pages that feature repeated customer queries.

Main Properties Used

And this is the full markup as an example:

<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What is email marketing?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Email marketing is a digital marketing strategy that involves sending emails to prospects and customers to promote products, share updates, or build relationships."
}
},
{
"@type": "Question",
"name": "What is a good open rate for email campaigns?",
"acceptedAnswer": {
"@type": "Answer",
"text": "A good open rate varies by industry, but generally falls between 15% and 25%. Continually testing subject lines and optimizing send times can help improve your rate."
}
}
]
}
</script>

Here’s an example of a page on the client’s site with FAQPage markup:

… and the corresponding FAQs:

And here’s how it’s cited for that same FAQ in Google’s AI Overviews:

How to Generate Structured Data Using AI

It’s quite meta, but you’re going to use AI to generate the structured data that you’re writing for AI (and Google).

It’s by far the quickest and easiest way to do it these days – you just need to provide some key pieces of information.

Article Schema Markup

Here’s an example prompt for Article schema markup:

Prompt:

Please generate JSON-LD Article schema markup for my blog/news article. Here is the information you need:

Article Information:

Headline: [Enter the article title]
Description (Optional): [Enter a summary of the article]
Article URL: [Enter the canonical URL of the article]
Image URL: [Enter the URL of the article's featured image]

Author Information:

Author Name: [Enter the author’s full name]

Publisher Information:

Publisher Name: [Enter the name of the publishing organisation]
Logo URL: [Enter the URL of the publisher’s logo image]

Publication Details:

Date Published (YYYY-MM-DD): [Enter the publication date]
Date Modified (YYYY-MM-DD, optional): [Enter the last modified date, if applicable]

Here’s an example of ChatGPT-generated Article markup using the above prompt.

BlogPosting Schema Markup

Here’s an example prompt for BlogPosting schema markup:

Prompt:

Please generate JSON-LD BlogPosting schema markup for my blog post. Here’s the required information:

Blog Post Information:

Headline: [Enter the title of the blog post]
Description: [Enter a brief summary of the blog content]
Blog Post URL: [Enter the canonical URL]
Image URL: [Enter the URL of the blog's featured image]

Author Information:

Author Name: [Enter the name of the blog author]

Publisher Information:

Publisher Name: [Enter the publisher's name]
Publisher Logo URL: [Enter the URL of the publisher’s logo]

Publication Details:

Date Published (YYYY-MM-DD): [Enter the original publication date]
Date Modified (YYYY-MM-DD, optional): [Enter the most recent update date]
Main Entity of Page: [Enter the blog post's canonical URL]

Here’s an example of ChatGPT-generated BlogPosting markup using the above prompt.

How-To Schema Markup

Here’s an example prompt for HowTo schema markup:

Prompt:

Please generate JSON-LD HowTo schema markup for my tutorial. Below is the step-by-step guide information.

Basic Information:

How-To Title: [Enter the title of your guide]
Total Time (Optional): [Enter total time it takes to complete]
Estimated Cost (Optional): [Enter estimated cost, if applicable]
Tool(s) Required (Optional): [List tools if needed]
Supply List (Optional): [List of materials or supplies]

Steps:

Step 1 Name: [Enter step title or brief instruction]
Step 1 Description: [Enter detailed explanation]

Step 2 Name: [Enter step title or brief instruction]
Step 2 Description: [Enter detailed explanation]

Step 3 Name: [Enter step title or brief instruction]
Step 3 Description: [Enter detailed explanation]

(Add more steps as needed.)

Here’s an example of ChatGPT-generated How-To markup using the above prompt.

FAQ Page Schema Markup

Here’s an example prompt for FAQPage schema markup:

Prompt:

Please generate JSON-LD FAQPage schema markup for my webpage. Below is the information for each question and answer.

FAQ Content:

Question 1: [Enter the first question]
Answer 1: [Enter the answer to the first question]

Question 2: [Enter the second question]
Answer 2: [Enter the answer to the second question]

Question 3: [Enter the third question]
Answer 3: [Enter the answer to the third question]

(You can add or remove questions as needed.)

Here’s an example of ChatGPT-generated FAQPage markup using the above prompt.

Validating Your Schema Markup

Make sure you validate your schema markup before uploading it to your site. This step ensures your markup is error-free and accurately reflects the content on your page.

Use this validator to check your schema.

Switch to the “Code Snippet” tab, paste in your markup, and click Run Test.

The tool will highlight any errors or warnings, such as missing or incorrectly formatted properties, on the right-hand side of the page.

✅ If everything’s in order, you’ll see a confirmation that your markup is valid and eligible for rich results.

❌ If there’s an issue, the tool will flag it clearly so you can make corrections before adding the code to your site.

Once validated, you can safely place the JSON-LD markup inside a <script> tag within the <head> section of your web page.

Optimizing for Multimodal Support

AI search is evolving fast and it’s no longer just about text. You need to make sure that your content reflects how AI models are surfacing their results – which is also something Google themselves recommends to get featured in AI.

The answer: multimodal content.

What is Multimodal Content?

Search engines and AI models are increasingly pulling from multimodal content, that is, a blend of text, images, videos, tables, charts, and other formats, to deliver richer, more helpful answers.

This shift is already visible in how Google’s AI Overviews and ChatGPTpresent results, often mixing paragraphs of explanation with visuals, lists and tables.

Here’s an example of how GPT surfaces both images and text for queries like “how to tie a windsor knot”.

When looking at the sources, we can see that it’s taken references of both the text and images from this site.

Here’s the original:

This means your AI SEO strategy can’t be text-only anymore. If you want your content to be surfaced and summarised by large language models (LLMs), it needs to be machine-readable across formats.

Why Bother with Multimodal Optimization?

Multimodal content gives AI more to work with so it’s more likely your site will be featured in AI-generated summaries. Here’s why:

How to Optimize for Multimodal AI Visibility

To ensure your content features in AI-generated summaries and rich search experiences, follow these practical steps:

✅ alt=”Red-brick greenhouse door with ventilation panels” – describes the image’s content and purpose in a concise, natural sentence

❌ alt=”commercial plant greenhouse greenhouse greenhouse” – this is too repetitive and unhelpful

✅ commercial-plant-greenhouse.jpg – clearly describes what the image is of and easy to read

❌ IMG_1234.JPG – generic and provides no context to search engines or users

You can see that the Battersea post is used as one of the top sources for this Google AI Overview.

And that Google uses this particular paragraph as part of its AI-generated answer:

✅ Good Example

<table>
<caption>Monthly plant supply shipments, Jan–Mar 2025</caption>
<thead>
<tr><th>Month</th><th>Shipments</th></tr>
</thead>
<tbody>
<tr><td>January</td><td>1,200</td></tr>
<tr><td>February</td><td>1,350</td></tr>
<tr><td>March</td><td>1,400</td></tr>
</tbody>
</table>

❌ Bad Example

<p><img src="shipment-table.png" alt="Table of monthly shipments" /></p>

Here’s an example of a GPT result that displays the answer as a table.

And it’s taken directly from the cited source, which displayed it as a table too.

Following the above tips will help ensure your multimodal content is more accessible to AI and as a result, increases your chances of it being used in AI search results.

The Results

In the past six months, the site’s organic traffic has increased by 103% from 10.8k to 22k sessions.

In the same period, AI referral traffic grew by 1,400%

The site is also appearing for 164 keywords within AI overviews in the U.S.

Conclusion

If you’re looking for help with your site’s AI SEO (and SEO), get in touch with my team at The Search Initiative.

Get a Free Website Consultation from The Search Initiative:

Article by

Matt Diggity

Matt is the founder of Diggity Marketing, LeadSpring, The Search Initiative, The Affiliate Lab, and the Chiang Mai SEO Conference. He actually does SEO too.

Want to rank easier, higher and faster?

Sign up and join 100,000+ other subscribers and get SEO test results sent straight to your inbox.

REGISTER

"One of the most effective SEOs I've ever met"- Cyrus Sheppard

As Seen On...