BACKGROUND
This project was for a client in the Australian D2C sustainable homewares space. The goal was to build an AEO presence in a category where consumers increasingly ask generative AI tools for brand recommendations and buying guides rather than running traditional searches.
I built the roadmap around four consumer intent types specific to the sustainable living category: discovery, comparison, verification, and guidance, each requiring a different content approach. The central strategic argument was that claim-backed content with specific certifications, supplier details, and Australian context would outperform generic global eco-content because AI engines increasingly surface unsubstantiated claims as a reason not to cite.
The result was a phased roadmap with product page optimization, material comparison guides, a transparent sourcing hub, and a seasonal gift guide program, all structured around the insight that authenticity and specificity are exactly what AI engines surface when consumers ask good questions about sustainable brands.
