30%
Increase in YoY Organic revenue
+22%
Ahead of organic revenue target
66%
LLM mention rate based on BrandCI
The challenge
With search behaviors diversifying, Thorne, a leading health and wellness brand featuring science-backed supplements, was looking to reach their audiences in new ways, beyond traditional search. Croud’s mission was to reinfornce Thorne as the trusted source for answers on nutritional supplements. Leveraging a combination of BrandCI and SEOCI, Croud pinpointed the areas of focus that Thorne needed to work on to improve mention rate, overall visibility and commercial return.
The strategy
Croud leveraged two distinct tools in concert: BrandCI and SEOCI. BrandCI mapped attention, citations, and visibility across AI platforms (ChatGPT, Claude, Meta, Gemini), surfacing the highest-upside categories and context focus areas. SEOCI applied competitive intelligence and execution governance to transform those priorities into content, schema, and technical sprints, while measuring the impact of AI visibility. Together, BrandCI set focus, and SEOCI drove how we won and proved impact.
The strategy focused on five key areas:
- Growing AI search experience visibility, across LLMs and traditional search results (AIOs)
- Accelerating the informational content output, improving brand relevance
- Demonstrating expertise through regular content refreshes and updates to grow LLM visibility where recency bias is strong
- Enhancing the technical capabilities of the website platform, improving product and category optimization, together with structured data across all content types
- Bringing together internal teams to collaborate and align on one singular focus (becoming the one trusted source)
The results
After examining and implementing these insights, Croud reshaped Thorne’s overall search strategy, shifting from keyword-first planning to intent, context, and entity-led prioritization, using BrandCI and SEOCI to focus effort where AI visibility and commercial impact are highest.
As a result of Croud’s work, Thorne saw incredible results in their search activity, including:
- a 30% increase in YoY Organic revenue
- +22% ahead of organic revenue target
- 66% LLM mention rate based on BrandCI
“Croud helped us reshape and reset how we show up across AI search and traditional results, improving our positioning as the definitive source in our space. The mix of fresh expert content, technical upgrades, and internal alignment has changed our performance in a measurable way."
Rajiv Ragu
VP Growth, Thorne
