- 23Xmore visits from AI search than the year before
- 27Xgrowth in conversions from those visitors
- 3.7Xgrowth in revenue from AI search platforms
What they found first
Early research showed that only a few sources shaped AI's picks for gaming gear. There were a handful of review sites and a group of Reddit threads. So to get picked, SteelSeries had to earn reviews and trust online, not just improve its own site.
What they changed
Product pages were rebuilt with short answers near the top, questions and answers, and simple tables that AI tools can quote. Product data code was added across the site. Problems that stopped bots from reading pages were fixed.
The team contacted the exact sites and reviewers that shape AI answers about gaming gear. Old reviews were swapped for new mentions. On Reddit, the team joined the exact threads AI was quoting, with truly useful posts instead of ads. Product feeds were also prepared for ChatGPT Shopping, Amazon Rufus and Google AI Mode shopping.
The results
Traffic from AI search platforms grew 23X year over year, reaching more than 1,500 daily visitors by October 2025. Sales from those visitors grew 27X, and they bought more often than people from normal search. Money from AI search grew 3.7X. By the end, SteelSeries held the top spot for gaming headsets, keyboards and earbuds on Gemini, ChatGPT and Perplexity.
What other stores can take from this
- Find the sources AI trusts in your category. For SteelSeries it was a few review sites and Reddit threads, so that is where the effort went.
- Make product pages easy to quote. Short answers up top, question and answer sections and clear tables give AI tools clean text to use.
- Check nothing is blocking crawlers. Fixing pages that crawlers could not read was part of the work.
- Join conversations honestly. The team added useful posts to the Reddit threads AI cited, not brand promotion.
Worth knowing: These numbers come from the agency's own award entry, not from a news report. NoGood's own case study page gives different numbers in its text (6.7X more visits and 7.1X more sales). So treat them with care.
Source
“How SteelSeries claimed the top AI search spot before competitors arrived”
Read the original article (opens in a new tab)SteelSeries is not a FirstPicked customer. This page is our summary of The Drum's reporting. The figures are theirs.
