NATIONAL COAL SUPPLIERS CASE STUDY
National Coal Suppliers, a leading supplier of coal in South Africa, faced a common digital challenge: limited online visibility in both traditional and AI-enhanced search results.
Despite being well-known in their region, they were being outranked by competitors across high-intent keywords like "buy coal peas in South Africa."
Brandcodax stepped in with a strategic SEO and AI-optimized growth plan that transformed their online footprint and generated consistent leads.
1
Low Visibility Across Google and AI SERPs
Before working with Brandcodax, National Coal Suppliers experienced:
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❌ Minimal AI visibility in Google's AI Overview and ChatGPT answers
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❌ Average position: 18.2 across tracked queries
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❌ Click-through rate below 3% despite strong impressions
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❌ Difficulty ranking for long-tail transactional terms
This limited their ability to capture buyers in both traditional and emerging LLM search experiences.
2
SEO Growth Goals
We defined 3 clear, measurable objectives:
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✅ Increase organic clicks by 50% within 6 months
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✅ Achieve AI SERP placements (Google's AI Overview, ChatGPT, Bing Chat)
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✅ Improve local visibility and map pack exposure in South Africa
These goals guided our phased growth strategy.
3
SEO, AIO, GEO and LLM Optimization
Our Strategy: Integrated SEO, AIO, GEO and LLM Optimization
To deliver tangible results, we implemented a multi-layered growth plan:
Technical SEO Audit
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Fixed crawl issues, duplicate metadata, slow page speeds
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Structured content with schema and semantic markup
On-Page SEO & Content Optimization
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Created AEO-optimized blog posts and landing pages
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Targeted keyword clusters like "coal peas supplier South Africa" and "washed coal peas near me"
AI & LLM Optimization (High Priority)
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Answer Engine Optimization (AEO) to win Google AI snippets
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Optimized for ChatGPT citations using high-trust phrasing and brand mentions
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Applied GEO best practices to rank in localized ChatGPT and Google AI results
Local SEO Enhancements (Medium Priority)
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Google Business Profile fully optimized and synced with website schema
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Citation cleanup and local backlinks
Link Building & Digital PR
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Built authority with contextually relevant backlinks
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Secured citations in industry directories and AI training datasets
4
SEO Wins Across Generative Search
Within just 6 months:
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⭐ 375K total impressions and 9.69K organic clicks
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⭐ Featured in Google AI Overview for "what is coal peas?"
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⭐ ChatGPT and Bard citations for branded + transactional keywords
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⭐ Map Pack ranking for "where to buy coal peas in South Africa"
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⭐ 404 GBP interactions, up +37.4% from previous year (May–Aug comparison)
“Organic sessions increased by 178%, and average keyword position moved from 18.2 to under 10 in most clusters.”
These improvements not only boosted visibility but translated directly into lead generation, product inquiries, and B2B deals.
FREQUENTLY ASKED QUESTIONS
WHAT WAS THE MAIN SEO CHALLENGE FOR NATIONAL COAL SUPPLIERS?
The biggest SEO challenge National Coal Suppliers faced was their lack of AI visibility and poor rankings for commercial-intent keywords. Despite their strong market presence, their digital footprint failed to reflect it. They were missing out on Google AI Overviews, map listings, and structured placement in ChatGPT results. This made it difficult for potential buyers to find them online. Brandcodax recognized these issues and designed a holistic SEO plan that prioritized technical fixes, visibility improvements, and intent-driven content enhancements.
HOW DID BRANDCODAX IMPROVE AI SEARCH VISIBILITY FOR THE CLIENT?
Brandcodax improved AI visibility by aligning the website with generative search expectations. We used schema markup, snippet-optimized headings, and high-trust phrases to increase the chances of being cited by AI engines like ChatGPT and Google AI Overview. By reworking on-page structure and targeting AEO-friendly queries, we earned National Coal Suppliers placements in LLM-generated search summaries. This resulted in a measurable uplift in AI-driven clicks and trust indicators for the brand across search platforms.
WHAT WERE THE MEASURABLE RESULTS OF THIS SEO CAMPAIGN?
This campaign generated 9.69K clicks and 375K impressions, while improving average rankings and driving brand mentions in AI summaries. Click-through rate rose to 2.6%, and National Coal Suppliers saw a 37.4% increase in Business Profile interactions compared to the previous year. The client earned multiple placements in AI-generated overviews and local pack results. Brandcodax’s integrated SEO + AIO strategy directly translated into more visibility, leads, and inbound quote requests for coal supply from both individuals and businesses.
WHY IS THIS CASE STUDY RELEVANT TO LOCAL BUSINESS OWNERS?
This case study proves that even local B2B suppliers can win in today’s search landscape. National Coal Suppliers gained visibility across traditional SERPs, local listings, and AI overviews using a strategy tailored to their region and buyers. For business owners seeking to increase calls, clicks, or visits, this example shows that combining local SEO with modern AI optimization leads to compound growth. It’s a scalable framework that fits service-based businesses in competitive or commodity markets.
CAN BRANDCODAX REPLICATE THIS SUCCESS FOR OTHER COMPANIES?
Yes, this case study is proof of a repeatable system. Brandcodax uses a multi-pillar approach,technical SEO, Answer Engine Optimization (AEO), local profile enhancement, and structured content strategy, to produce similar results across industries. Whether you're a manufacturer, logistics provider, or service business, we adapt the strategy to your niche and buyer journey. Our focus on AI-first search behaviors gives clients a competitive edge in markets where trust and visibility directly affect conversion.