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Businesses Ask AI Where To Order Branded Merchandise. An Australian Supplier Is Now One Of The Answers.
An Australian supplier of custom promotional products had lost many of its top Google spots. In 12 months we won them back: top-5 spots up 73%, and AI answers now link to it 1,906 times.
Where They Started, What We Did, Where They Are Now
Top Spots Slipping Away
In late 2024 it held more than 5,000 top-5 spots on Google. Through the first half of 2025 that fell to around 2,100, before steadying at 2,598.
A Steady Stream Of Helpful Content
Four articles and five blogs every month on giveaways, keeping drinks cold and custom mugs and pens. Each one shared, plus outreach to trusted sites.
Back On Top, And Quoted By AI
Top-5 spots up 73% in a year, with the biggest gains from June 2026. Its blog guides are now the pages AI answers quote.
What We Did For This Australian Branded Merchandise Supplier
Our client is an Australian-owned online supplier of custom printed promotional products: pens, drinkware, stubby holders, notepads, bags and giveaways for businesses and events. It has worked with us for several years.
In late 2024 the site held more than 5,000 top-five spots on Google. Through the first half of 2025 that fell to around 2,100, and by October 2025 it had steadied at 2,598. Our job was to win those spots back and then go further.
Every month we wrote and shared helpful content, and got trusted sites to mention the supplier. A year later it holds 4,501 top-five spots, up 73%, and AI answers link to it 1,906 times.
What Needed Fixing
A Big Drop From The Peak
The site went from more than 5,000 top-five spots in late 2024 to about 2,100 in the first half of 2025.
Steady, But At A Low Point
By October 2025 it had settled at 2,598, so the task was to win positions back and build on them.
Buyers Asking AI
More buyers were asking AI tools where to order branded merchandise and how to run a giveaway.
A Clear Goal
Rank for the products and questions buyers search for, and be a source AI answers link to.
Real Questions, Real AI Answers
More and more people skip Google’s blue links and ask an AI assistant instead. These are real questions buyers ask, and what the AI does with our client.
| Asked in | The question | What the answer says |
|---|---|---|
| Google AI Mode | “How to customize pens?” | Names our client first among Australian suppliers of bulk printed pens. |
| ChatGPT | “How to order branded merchandise for events?” | Names our client among the Australian suppliers to contact for fast-turnaround orders. |
| Perplexity | “How to do a giveaway?” | Cites our client’s blog guide. |
| Google AI Overviews | “custom promotional products” | Links to our client’s promotional products range. |
The client isn’t named, to protect their privacy. We can share details on a call.
Top Spots On Google: Won Back And Growing
The number of searches where the supplier shows in Google’s first five and first ten results, a year apart.
Clicks from Google held steady through this period (up 5% for June to September, year on year), while the supplier’s visibility on Google and in AI answers grew.
What It Brought
From 2,598 in October 2025 to 4,501 in October 2026, with the biggest gains from June 2026.
From 4,464 to 5,646 over the same year.
Our estimate of monthly visits from Google rose from 2,833 to 5,722. It is an estimate, not a count from the site.
Google Search Console shows 9,881 clicks for June to September 2026, up 5% on 9,371 a year earlier.
Mostly Google’s AI Overviews (1,868), with Perplexity (29), ChatGPT (5) and Google AI Mode (4).
Google’s AI Overview links to the supplier for that many different searches, with about 1,027 visits a month estimated from AI answers.
Five Things, Done Every Month
The same structured programme every month, with every task logged and reported.
Wrote What Buyers Search For
Four articles and five blogs a month: how to run a giveaway, how to keep drinks cold, how to customise mugs and pens.The questions buyers ask before they place an order.
Shared Every New Piece
Each article and blog was promoted on the site and off it, so new pages were found and linked to quickly.A page nobody finds can’t win you customers.
Got Trusted Sites To Mention Them
Outreach, research into where competitors get mentioned, business profiles and local listings.Online word of mouth. The more trusted sites mention you, the more Google and AI trust you.
Checked Google’s Health Report
A monthly review of the site’s Google Search Console, to catch problems early.Catching small problems before they cost you sales.
Measured, Reported, Adjusted
Traffic, ranking and outreach reports every month, and next month’s plan built on what worked.You always know what we did and what it brought.
Everything We Did For Them
- Researched keywords and topics for each month’s content
- Wrote four articles and five blogs every month, on giveaways, keeping drinks cold and customising mugs and pens
- Shared every new article and blog on the site and off it, so new pages were found quickly
- Looked at where competitors get mentioned, and aimed to get the supplier mentioned in similar places
- Got trusted sites, business profiles and local listings to point to the supplier
- Reviewed Google Search Console every month to catch indexing and performance problems early
- Sent traffic, ranking and outreach reports every month and adjusted the next month’s plan
What Other Business Owners Can Take From This
Blogs Can Lead People To Your Products
The blogs written around buyer questions are the pages AI answers quote, and they lead readers back to the products.
A Page Nobody Finds Wins Nothing
Sharing every new piece helped Google and others find it fast.
Recovery Takes Steady Effort
Rankings recovered through 2026 after a long fall. Patient monthly work brought them back.
When a buyer asks AI where to order, the suppliers it names get the orders. The rest never hear about it.
This is the same work we do for businesses in Australia, the UK, the US, the Middle East and Asia, for small companies as well as big names.
- Get found by people who are ready to buy
- Be the business AI assistants recommend
- Show up ahead of your competitors
- Get a clear report every month on what we did and what it brought
Is AI Naming You, Or Your Competitor?
Our free SEO & AI SEO audit shows where you appear on Google and in AI answers today, who shows up instead, and what to fix first.
Results Like This, For Other Businesses
About This Case Study
How we measured (for the detail-minded)
- Google positions: our search data for the client’s website in Australia, October 2025 and October 2026.
- Clicks: the client’s Google Search Console, June to September 2025 (9,371) compared with June to September 2026 (9,881).
- AI links: our AI search data for Australia (Google AI Overviews, AI Mode, ChatGPT, Perplexity and Gemini), snapshot of 24 October 2026. Google’s AI Overviews link to the site for 1,581 different searches. AI tracking wasn’t in place in October 2025.
- Work delivered: our monthly task lists and reports.
