SEO & AI Visibility Case Study: National Franchise Growth

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How ADM Doubled Organic Traffic and Boosted AI Visibility for a National Franchise

Client Background

Dryer Vent Wizard is a franchise network of more than 120 locations offering dryer vent inspection, cleaning, repair, and installation services. Despite strong paid media performance, its organic search presence was stagnant, limiting long-term growth potential and visibility in emerging AI search channels.

The Challenge

When ADM took over organic strategy for Dryer Vent Wizard, the brand faced several strategic and tactical obstacles:

  • Consistently flat organic traffic at ~25,000 monthly new users across all locations.
  • Weak visibility in commercial service categories that drive high-intent conversions.
  • Limited subject matter contribution from franchise owners due to time constraints.
  • Increase in competition for priority search terms and AI discovery surfaces.

These issues threatened the brand’s ability to capture demand from both traditional search users and those increasingly turning to AI-powered search tools such as ChatGPT, Google AI Mode, Perplexity, and other LLM-based interfaces.

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What ADM Did

ADM deployed a data-driven content strategy using Semrush’s suite of SEO and AI visibility tools to uncover hidden gaps and opportunities:

  • Content Gap Analysis: Identified where Dryer Vent Wizard was missing visibility — both in organic search and AI prompts — and prioritized topics with the highest business value.
  • AI-Focused Optimization: Optimized content not just for traditional keyword ranking, but for AI visibility — increasing the likelihood of the brand appearing in responses from ChatGPT and other AI search engines.
  • Strategic Topic Expansion: Built FAQ-driven content and local landing pages for all franchise locations to capture high-intent searches and address specific consumer questions often surfaced in AI prompts.
  • Cross-Channel Insight Use: Translated AI search insights into better ad creative and messaging, boosting relevance across META, LinkedIn, and TikTok campaigns.

This integrated approach leveraged Semrush’s AI visibility and SEO intelligence to expand Dryer Vent Wizard’s presence across multiple discovery moments, including traditional search results, AI-generated responses, and paid media insights. By using Semrush to identify high-impact content gaps and optimize for emerging AI search surfaces, ADM ensured the brand consistently appeared where customers were actively searching, comparing, and making service decisions, reinforcing authority and trust through data-driven visibility.

Results

Following implementation, ADM delivered measurable business outcomes:

  • 100% increase in organic traffic, growing from ~25,000 to more than 50,000 monthly users.
  • Prominent visibility across AI search platforms (e.g., ChatGPT and AI Mode) for priority service queries.
  • Increase in franchise leads correlated with improved AI search visibility.
  • A growing share of franchise leads now originate from AI-powered search channels.

By targeting both intent and visibility across traditional and AI search surfaces, ADM not only amplified discoverability but also influenced buyer decisions earlier in the journey — critical for capturing high-value, commercial intent traffic.

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How the Strategy Helped

Semrush’s SEO and AI visibility tools gave ADM:

  • Automated content gap identification, reducing research time and sharpening strategic prioritization.
  • AI-driven insights into user questions and intent, which translated directly into both SEO and paid creative strategies.
  • A scalable framework for junior SEOs to execute at senior-level quality.

This exemplifies a key SEO psychology principle: show up where your audience already is — be it AI chat, traditional search, or social discovery — and provide clear, authoritative answers that align with user intent. The result is a stronger perceived authority, improved share of voice, and higher conversion impact.

Key Takeaway

In a competitive digital landscape where AI-driven search is reshaping how prospects discover brands, a strategy that unifies SEO, AI visibility, and data-informed content optimization can fuel growth faster than traditional tactics alone.

If you want business results from AI search and traditional SEO combined, it starts with understanding intent and owning visibility across every channel where customers search, ask questions, and make decisions.