Ponderosa developed a search and AI performance strategy built around understanding the questions consumers ask before making a purchase.
Better Insights
Hisense is a leading UK consumer electronics brand with a large and complex product catalogue spanning TVs, appliances and home technology. As search behaviour evolves, consumers are increasingly looking for answers rather than products, turning to search engines and AI platforms to help them make purchase decisions. We identified an opportunity to move beyond traditional SEO and create a content ecosystem that would help Hisense become the answer at every stage of the buying journey.
Better Ideas
By mapping buyer intent, creating authoritative content clusters and implementing structured data, we transformed a fragmented content estate into a connected ecosystem designed for both search engines and AI discovery.
Over a six-month programme, we built pillar pages, comparison content, buying guides, FAQs and how-to content, all connected through strategic internal linking and schema. This ensured Hisense could appear consistently across search results, rich results and AI-generated responses. We also introduced a new measurement framework that tracked AI citations, AI-referred traffic and rich-result visibility, providing a more complete view of modern discovery performance.
Better Results
The strategy delivered significant gains across both search and AI visibility. Over six months, Hisense generated 17.8 million search impressions, 663,000 clicks and improved average search positions from 11.5 to 8. Rich results accounted for 9.8 million impressions, representing more than half of all search visibility.
AI performance also accelerated, with AI mentions increasing from 4,000 to 6,100, cited-page share growing by 35-40% and AI-referred sessions tripling to approximately 2,500 visits. The result was a future-ready search and content framework that strengthened Hisense’s visibility across both traditional search and emerging AI platforms, helping the brand capture more high-intent traffic at the point of purchase consideration.
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