BRITA reached 6.8% AI share of voice in six months and moved its average non-brand position from 13.9 to 6.4.
BRITA UK's Professional Dispensers division was losing ground in search and was close to invisible in AI engines such as ChatGPT, Gemini and Google's AI Overviews.
Winner, Innovative Agency of the Year UK Agency Awards 2026
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The results
Six months of work on the dispenser section. Campaign page figures are for the article built for AI search.
- 6.8%AI share of voice, most-cited water dispenser brand across ChatGPT, Gemini and Google's AI resultsBRITA
- 6.4from 13.9Average non-brand positionBRITA
- 19from 1Domain RatingBRITA
- +149Top 10 keywords on the campaign pageBRITA
- +230Top 10 keywords site-wideBRITA
- +27kClicks on the campaign page, with 143k more impressionsBRITA
- #1In Google AI Overviews, outranking the NHSBRITA
The challenge.
BRITA had years of falling results and rising acquisition costs. An audit found ten problems across organic search and AI search. More than 30,600 monthly searches sat on page two, and the average non-brand position was 13.9.
Only 10% of AI traffic reached the dispenser section, and the whole site had just two AI-driven conversions. Nothing on the site answered the questions buyers put to AI engines.
- Client
- BRITA
- Sector
- Water dispensers, B2B
- Work
- AI search and SEO
What PUSH did.
PUSH rebuilt the classic SEO first. It stripped back over-optimised pages, fixed site speed and mobile problems, rewrote commercial pages around what buyers search for and rebuilt internal links towards the dispenser pages.
It then built an answer layer for AI engines. PUSH found the questions buyers ask, such as whether a water dispenser is cheaper than bottled water, wrote content structured for AI extraction and citation, and routed AI-sourced visits to the commercial pages.
In BRITA's words.
We've seen an incredible positive trend across all essential metrics from meaningful conversions to a systematic reduction in our cost of acquisition.
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