GEO audit: Helping Stöckli gear up for AI search
The challenge: Questions and opportunities around AI search
When Stöckli came to Vaimo, they were already proud of what sets them apart: as a premium Swiss ski manufacturer, they are known for their Swiss craftsmanship, a rich heritage, and stunning visuals. Their brand stands for high-performance gear trusted by everyone from Olympic athletes to ambitious everyday skiers.
But they had a nagging question: Is our content really working the way it should in this new world of AI and generative search?
People aren’t just Googling ski and outdoor gear anymore. Many are turning to AI tools like ChatGPT to research and make decisions. Stöckli wanted to know if their content was showing up where it mattered, if it was trustworthy and helpful, and how they stacked up against competitors.
To ensure no stone was left unturned, they knew they needed a partner who understood international markets and could bring real expertise in generative engine optimization (GEO). That’s where Vaimo came in. Both teams rolled up their sleeves and started digging in together.
“We decided to work with Vaimo because we are interested in growing our business internationally. Thanks to Vaimo’s extensive team and knowledge of international markets, we felt confident about the collaboration.”
Julien Wisard, Head of Digital, Ecommerce & CRM at Stöckli
The solution: A GEO audit with clear recommendations
We kicked off with a thorough content and technical SEO audit, focusing on five key areas that really matter for AI and search visibility:
- Trust: Are customers seeing real proof like reviews and testimonials?
- Authority: Does the content show Stöckli as the expert, with athlete endorsements and solid partnerships?
- Guidance: Is there helpful info that makes decisions easier?
- Differentiation: What makes Stöckli stand out?
- Visibility: Are the GEO fundamentals in place?
We looked at six main page types and gave Stöckli a detailed report with clear, prioritized recommendations. Some quick wins were easy to spot, like adding testimonials beyond just product pages. Others were longer-term content strategies to build out educational content and improve metadata.
Throughout, we worked closely with their team, sharing insights openly and making sure everyone understood the “why” behind each suggestion. It wasn’t about throwing jargon at them, but about practical steps that fit their goals.
“It’s great to get fresh eyes on things, especially from someone who’s not caught up in the daily grind. The audit highlighted very specific pain points, and we were pleasantly surprised by the rich, detailed data and information.”
Matthias Ingold, Digital Marketing & Social Media Manager at Stöckli
The results: Quick wins and long-term growth areas
Vaimo’s full GEO audit confirmed that Stöckli was on the right track, but also highlighted areas to sharpen. It led to over 20 actionable content and technical improvements. There is a clear distinction between quick fixes and long-term optimization, which makes it easy for Stöckli to prioritize improvements.
What really stood out was how the findings helped their team see their content and internal processes in a new light. One example was how a lot of content was published without properly linking to technical specifications, which was a missed opportunity for a precision-driven brand like Stöckli. They also started showing more social proof throughout the customer journey, including product description pages.
The project gave Stöckli a solid foundation to grow their online presence internationally and connect with the most ambitious skiers out there.
Key outcomes for Stöckli
20 actionable content and technical improvements
Quick wins that make a real difference
Long-term, strategic optimization
What’s next: Building momentum
Following the GEO audit, Stöckli wants to build on this momentum. They’re planning to:
- Create richer, more interactive content that helps customers make confident choices.
- Improve the website’s technical SEO and user experience.
- Keep an eye on competitors, not just in skiing but in other premium outdoor brands, to stay ahead.
Want to know if your content is AI-ready?
Vaimo’s GEO audit will give you more insight. Reach out to Niclas Cullberg, Strategy Consultant, directly at [email protected].
