Enhancing Mitsubishi Electric’s online presence and conversion metrics in a competitive market.
SEO
+8% contact form submissions YoY
+15.3% nonbrand clicks YoY
+2,083 first page rankings YoY
3,642 sessions from ChatGPT
Mitsubishi Electric Australia is a subsidiary of Mitsubishi Electric Corporation that supplies advanced electrical, HVAC, automation, and energy solutions to residential, commercial, and industrial markets across Australia.
The Challenge.
Grow non-brand search visibility in competitive product categories such as air conditioners and fridges.
Adapt to an evolving SERP landscape, including AI Overviews and People Also Ask (PAAs)
Reduce reliance on branded search, complicated by multiple brands sharing the Mitsubishi name
The Integrated Solution.
Mitsubishi Electric Australia partnered with us to strengthen nonbrand search visibility in an increasingly complex SERP environment. By optimising evergreen content for Answer Engine Optimisation (AEO) and SERP features, we reduced reliance on branded search while driving measurable growth in nonbrand traffic, visibility, and leads.
AEO-led content optimisation across category, product, and blog pages
Added product-specific FAQs supported by structured FAQ schema
Targeted high–search volume questions and PAAs within evergreen content
Identified and optimised existing evergreen blog content with strong potential to surface in AI Overviews (AIOs)
Consistent backlink building, improved internal linking and content relevance to strengthen first-page eligibility and SERP feature capture
The Results.
This AEO-first SEO strategy enabled Mitsubishi Electric Australia to capture high-intent demand earlier in the user journey, increase nonbrand performance, and future-proof visibility across AI-driven and feature-rich search results—without increasing brand spend.
In addition to organic search gains, Direct traffic more than doubled YoY (+116%), indicating stronger brand recall and increased demand driven by improved nonbrand visibility across SERP features. This growth is consistent with brand discovery via nonbrand search and zero-click experiences, where users first encounter Mitsubishi Electric through FAQs, People Also Ask, or AI Overviews and return later via direct visits. Together, this reinforces the impact of the SEO and AEO strategy on top-of-funnel visibility, not just last-click performance.
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