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Mediceuticals is a professional cosmetics brand focused on hair and scalp care in Ukraine. The project focused on GEO / AI promotion and content optimization for AI search results.
At the start, the website already appeared in the Top 10 of Google AI Overview for all 35 tracked queries. The goal was to expand AI search visibility while maintaining strong positions and building a measurable AI traffic channel.
The project was monitored across Google AI Overview, ChatGPT, Perplexity, Copilot, Gemini and Grok, with GA4 used to analyze actual traffic and user actions.
Challenges
The main challenge was not only increasing the number of AI mentions, but building sustainable visibility across AI search systems.
Key issues included:
limited initial AI Overview coverage;
unstable AI citations across different platforms;
constantly changing AI source selection and indexing;
the need to distinguish visibility growth from actual AI-generated traffic;
changes in GA4 source/medium classification for ChatGPT traffic.
AI citations were treated as a volatile metric, so the evaluation focused on three levels: AI positions, citations and actual AI traffic.
What I Implemented
The work included:
GEO / AI optimization of website content;
optimization of content for relevance, clarity and AI citation potential;
monitoring Google AI Overview positions;
tracking Top-1, Top-3, Top-5 and Top-10 visibility;
monitoring citations across ChatGPT, Perplexity, Copilot, Gemini and Grok;
analyzing AI traffic and user behavior in GA4;
monitoring source/medium classification changes;
using performance data to adjust content and optimization priorities.
Optimization Approach
The strategy focused on expanding the number of queries where the website appeared in the visible part of AI-generated search results.
Instead of measuring GEO performance only through mentions, I tracked AI Overview positions, citations and real user activity. This made it possible to separate long-term visibility growth from short-term fluctuations in AI citations.
Results
After 4 months:
Top-10 AI Overview queries: 35 → 217
AI visibility growth: 6.2×
Top-3 queries: 23 → 113
Top-1 queries: 12 → 35
Top-10 growth: +182 queries / +520%
Top-3 growth: +90 queries / almost 4.9×
All tracked queries remained within the Top 10 in the final snapshot.
GA4 also showed the emergence of a new chatgpt / ai-assistant traffic segment with:
20 users
203 events
4 key events
48 seconds average engagement time
15% user key event rate.
Business Impact
The project significantly expanded the brand's presence in AI-generated search results.
The website moved from 35 to 217 Top-10 AI Overview queries, while 113 queries reached the Top 3. This created a much larger pool of high-visibility queries that can generate AI mentions and referral traffic.
At the same time, the project demonstrated why GEO performance should not be judged by citations alone. AI citations remained volatile, while AI Overview visibility increased substantially.
Conclusion
Final result: 217 queries in the Top 10 of Google AI Overview, 113 in the Top 3 and 35 in the Top 1, delivering 6.2× growth in AI search visibility over 4 months.
The next stage is to convert this expanded AI visibility into more stable citations, AI-generated visits and target actions while continuing to optimize priority pages and strengthen topical authority.
The network for creativity
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Endless Possibilities — #Flora Museum Challenge
What is this gigantic medieval wine jug doing in the middle of Times Square? Yeah — that’s exactly what I asked myself too, so I decided to find out for myself.
After hours of scrolling the MET artwork collection, I finally stumbled upon a beautiful French wine jug from ca. 1680. Although I didn't have an idea of what I wanted to create with it, I knew I wanted to use this particular jug for my FLORA creation because I found it so visually mesmerizing. Then I thought, hey, what about putting something so classic and elegant into the most modern and urban setting one could think of: Times Square. So I decided to scale the jug in size on FLORA as a first step.
But then the more important question arose… what would its function be in Times Square? To put something that absurd in the middle of an urban setting like NYC, it must have a real reason to be there — to serve a purpose. At that point, an idea sparked; a portal.
Initially, my thoughts were almost fixed on either showing the portal take the viewer back to the medieval times — the era in which the jug was used, or to a Greek mythological world to complement and tell the story of the paintings on the jugs exterior, or maybe even to outer space. But the more I contemplated the idea, I felt like choosing a destination for the portal would limit what the artwork could mean. I was sure that leaving the destination unknown felt more powerful. Rather than defining what exists on the other side, the piece invites the viewer to discover the possibilities for themselves — allowing them to draw their own artwork using their imagination. In the video, the story ends when the portal is discovered and entered — but that’s where the viewer’s story only begins.
Using FLORA made it very easy for me to implement the setting and atmospheric ideas I had in mind for the placement of the jug and the street address in Times Square. FLORA effectively enabled me to translate all my thoughts and brainstorming onto a digital canvas that allowed this cinematic first person viewer's encounter to feel like a moment the viewer could actually experience.
Artwork link: https://www.metmuseum.org/art/collection/search/208903
Great execution.
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