How Freshpet Drove a 645% Surge in AI Search Visibility

The campaign, analyzed during a Search Engine Journal webinar, highlights a critical disconnect between traditional brand authority and AI search performance. Intero Digital’s team, led by Brittni Ratliff and Cosima Compton, discovered that Freshpet’s previous content—often magazine-style and trapped behind JavaScript—was invisible to AI crawlers. By applying their RASE framework, which prioritizes relevance, authority, structure, and engagement, the agency bridged the gap between raw content and actionable AI citations.

Freshpet’s results suggest that brand recognition alone is insufficient in the era of generative search. The company now tracks 475 individual prompts daily across major LLMs to pinpoint visibility gaps. To replicate these gains, the agency advises brands to focus on self-contained, answer-driven passages, rigorous auditing of JavaScript-rendered content, and an aggressive expansion of schema markup. According to Compton, the primary takeaway is that even high-quality content fails if it remains inaccessible to the extraction logic of AI systems.