Higher Organic Impressions
More AI Overview Citations
Increase in Traffic from LLMs
Vinyl Institute conduct funding sustainability initiatives like the VIABILITY grant program. By representing nearly 3,000 manufacturing facilities, the Institute handles the high-level legal, regulatory (EPA/OSHA), and public relations challenges that individual member companies cannot tackle alone.
They partnered with NP Accel after a decline in organic search visibility and unsuccessful attempts to improve visibility in AI Overviews which created a narrative gap for critics to fill. By improving the specific environmental queries of legislators and contractors, they have successfully improved their authority and search prominence. They have now effectively “prompt-engineered” their presence within LLMs, ensuring the public receives the Vinyl Institute’s science-based education on vinyl’s role in essential infrastructure and medical safety.
After many attempts to offset their decline in search visibility, they recognized the need for professional support in overcoming their lack of presence in AI Overviews.
Our goal was to help them understand why their organic traffic was slipping and get both traffic and impressions back up. What we both learned in the process is that AI Overviews had changed how their audiences were collecting informational content. By developing audience personas, we were able to identify keywords and questions that were low-hanging fruit opportunities for us to establish new search rankings.
” You team has stopped the bleeding, brought a critical eye to our website, and provided effective solutions. We are now positioning our content where people are looking for it. Working with NP Accel was a great choice. ”
Evan Tracey, VP of Marketing and Communications – The Vinyl Institute
In the first month of the campaign, we identified which keywords were driving traffic to the website and which terms were driving competitor traffic.
By identifying keyword gaps, we began to optimize core website pages to rank in both traditional search results and AI Overviews leading to an 11% increase in keyword rankings by month 3, 76% more keywords by month 9, and 89% more keyword rankings by the end of our first year.
We provided keyword analysis and research to identify keywords and topics that would improve organic search visibility. We used this data to refresh the web copy of core website pages, created new blog content, and implemented proper schema markup to their website to drive LLM visibility.
We learned that while it is important to create new and informative content, it is vitally important to also optimize existing content and site pages for search engine and LLM crawlability. More search impressions is only one benefit of these optimizations. The client was amazing at how the acquisition of LLM citations and brand mentions improved traffic coming to the core site pages as well. Our strategy worked wonderfully!
“We are now positioning our content where people are looking for it. Working with NP Accel was a great choice!” says Evan.
In the past year we were to achieve major wins to not only the total amount of ranking keywords and SERP feature appearances, but also the overall quality of our existing keyword positions.
Additionally, The Vinyl Institute gained many new first page and AIO search appearances.
Over the course of the last year, we tailored our content to include frequently asked questions asked by different audiences (government vs commercial) that competitors had previously overtaken in search results. As a result, we gained hundreds of brand mentions and improved AI visibility across multiple LLM platforms.
Overall, our year over year performance saw major increases particularly in our average search rankings and total search impressions. However, our improved visibility in AI Overviews and traditional search rankings ultimately yielded higher year over year organic website traffic as well.
“Yes! The team is easy to work with and is always looking ahead and staying on top of the latest changes in SEO.”
We bridge the gap between brands and their audiences, delivering hyper-personalized, data-driven experiences across every digital touchpoint. Fueled by insights, powered by strategy, and obsessed with impact—we don’t just reach customers, we resonate. We turn engagement into growth and interactions into lasting connections.
Success Stories
Success Stories
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Digital marketing industry roundup. June, 2026
Google starts rolling out AI search data, bot traffic surpassed human traffic globally, tiktok turns discovery into booking. So many updates its hard to keep track, so we’ve summarized the most important ones for you.
