How we doubled AI visibility in the Belgian HoReCa industry in 6 months? Delante x Culligan Water

Culligan Water is an international company specialising in water treatment and water-tech solutions. It is a major global player, has been in business for over 80 years (since 1936) and has a presence across Europe and the USA. It serves both residential and B2B customers – over 140 million consumers annually.

• Main sector: water treatment / water technology,
• Sectors served: hospitality, offices, healthcare, retail, industrial, residential.
• Type: global enterprise, corporation

Culligan International numbers:

• $3 billion annual revenue
• workforce: 11,000–14,000 employees worldwide
• reach: 90 countries
• over 1,000 dealers and partners

In our partnership, we supported Culligan in the demanding and competitive Belgian market in both B2C and B2B channels.

We began by identifying the problem: in the eyes of ChatGPT and other AI tools, Culligan Water was not a trustworthy source that could be recommended to users in the Belgian market.

Citations in ChatGPT before starting the collaboration:

Current citations in ChatGPT:

We based our strategy on building authority in the eyes of AI.

The following measures have been carried out and implemented:

• AI visibility audit – we analysed visibility on AI and the key elements.
• Improvements to technical elements on the website to ensure bots can render company information.
• Implementation of structured data optimised for LLMs.
• Creating external content that helps boost visibility in AI search.
• Improving the content structure to make it more AI-friendly.
• We have optimised the title and meta description tags to improve visibility on Google and Bing as sources for ChatGPT.
• Recommendations for new subpages that comply with AI Search guidelines.
• Monitoring brand visibility in LLM models. Using ChatBeat and our proprietary tool, CerberAI, we analysed brand mentions for the most business-critical queries.
• AI Authority Link-building – Creating links and publications that are cited by AI, we ensured a strong presence in the rankings

1. The brand’s Share of Voice on ChatGPT—that is, its share of responses relative to competitors in the industry—rose from 5.23% to 26.33%. Meanwhile, the brand in second place has only 14.53%. The conclusions are clear – in six months, Culligan Water has gone from low visibility to becoming the industry leader in ChatGPT’s eyes, leaving its competitors far behind.
   
2. Thanks to the AISO strategy, traffic to the website directly from AI tools increased by exactly 100%. This also led to a rise in conversions from this channel (+192%) and the generation of high-quality leads.
3. From a business perspective, the top search query: “Fontaines à eau pour entreprises” (water dispensers for businesses) has risen from an average position of around 10 to 3.

• AISO
• AI Authority Link Building
• SEO for Bing
• Improving page load time