Charles Bentley Case Study: Boosting SEO Visibility Through AI Content Production
Learn how Anicca Digital increased Google product results organic visibility to a specified product category by +9%. All through the power of AI-generated, human reviewed product description snippets.
+9%
Increase in organic product grid visibility for products within specified category
378
Keywords tracked against visibility increase
47
Products received AI content updates in May 2025
+0.7%
Increase in organic mobile visibility not constrained to the product grid
-39.2%
All this, despite search volumes (for the 378 tracked keywords) reducing by 39% over the course of the project
Overview
In March 2025, Anicca Digital provide a blend of SEO and AI expertise to Charles Bentley. Charles Bentley offers a range of home and garden furniture. This includes products such as chimneas, deck chairs, corner lounge sets, BBQs, fire pits and patio heaters.
Charles Bentley realised that some outdoor dining and heating products had gone live without on-page product descriptions for Google to digest. Charles Bentley had a wealth of PIM (Product Informantion Management) system data at their disposal. It was up to Anicca to transmute such data into human-readable snippets of text.
Objectives:
Charles Bentley partnered with Anicca Digital with the aim of achieving the following objectives:
- To produce AI content, which could then be reviewed by a human editorial team, across 47 products within their BBQ / outdoor dining and heating category
- To track 300-400 relevant keywords, monitoring SEO visibility uplift
- To increase organic product grid visibility for the related products and keywords
Our Solution
To achieve these objectives, the Anicca team recieved PIM (Product Information Management) system data from Charles Bentley, transmuting it into front-end deployable product description snippets. This involved:
- The creation of a spreadsheet with formulae to transform PIM data into rich prompts for AI
- Creating rich prompts was important, feeding lots of product data in to the AI, to avoid common AI hallucinations
- The creation of a Python script to feed the spreadsheet-created rich prompts to OpenAI’s API
- The fetching of AI generated product descriptions from OpenAI’s GPT-4 and o3-mini models, which were the most advanced models at that time
- Human review of all generated descriptions, selecting either the GPT-4 or o3-mini variants as a base to work with. Human editors then refined the chosen snippets
- Setting the new snippets live on the site, connecting the data via SKU code lookups. Product snippets were uploaded in May 2025
- Reviewing performance over time, from May to July / August 2025
Our SEO team advised how the produced snippets should be best integrated as part of the new content roll-out. There was a whole keyword research project to define, which keywords would best help to show the growth of the 47 updated products (resulting in our 378 tracked keywords).
Once the new content was rolled out, we waited a few months before analysing SEO visibility movements, and the results from the produced product content snippets.
How our solution helped Charles Bentley to succeed
Case Study Results
Charles Bentley saw a strong uplift in SEO visibility, relating to our 378 tracked keywords. This uplift in SEO visibility was particularly noticeable within Google’s product listing.
- +9% increase is SEO visibility for tracked keywords, appearing specifically within Google’s product results grids (Google product results, or where product grids are injected into Google’s mainline results)
- +0.7% increase in mobile visibility across tracked keywords, regardless of placement within Google’s results (not constrained to Google’s product grid)
- Front-end, product description content created for 47 products which were missing such snippets
- Due to the integration of OpenAI’s various models, such content was produced at a fraction of the usual cost (though a human review process was needed)
- Creating content where there was previously none, resulted in UX and CRO benefits above and beyond traditional SEO results
- All of this despite the search volumes for our tracked 378 keywords decreasing by -39.2% between May 2025 and July 2025 (seasonal), as the project proceeded
- Thus, our work helped to eliminate some click-loss which Charles Bentley would otherwise have experienced
