Case Study

How a Creative Agency Hacked AI Search to Reclaim Lost Traffic and Drive Record Visibility.

Perplexity traffic in 3 months: +38%; Perplexity traffic in 3 months
ChatGPT traffic in 3 months: +23%; ChatGPT traffic in 3 months
Top-performing post across all content: #1; Top-performing post across all content

Challenge

A 20% traffic drop from AI-driven search updates.

When AI-driven search updates rolled out, Column Five saw a sudden 20% drop in organic traffic—its strongest acquisition channel. As a creative agency that had long relied on inbound leads, the decline was impossible to ignore. The Column Five team needed to reverse the trend quickly.

Solution

Revitalize the site and train LLMs on what matters.

Rather than reinventing the wheel, Hatter focused on revitalization. We audited the site, refreshed underperforming content, and optimized high-potential pages while adding new, strategic pieces to fill critical gaps. We also created targeted content to help LLMs better recognize and surface Column Five’s core strengths. The result: higher rankings, stronger AI visibility, and steady, compounding organic growth.

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