213% Increase in Key Events for a Key Certifier of Fair Trade Practices

Pioneering Fair Trade certifier Fair Trade USA needed to remind considerate shoppers and suppliers that they remain the pre-eminent name and certification in global Fair Trade practices. The solution came in the form of a cutting-edge AI and organic visibility program from Arc Intermedia. 

The

Challenge:

Fair Trade USA faced a new visibility frontier: as more people than ever are seeking information about Fair Trade processes, and more people than ever are using AI answer engines to find information, this storied non-profit needed to ensure its content appeared as a trusted reference for the queries its audience was asking on AI platforms such as ChatGPT, Perplexity, Gemini, and others. The organization needed to understand how to show up within these conversational ecosystems while increasing AI referral traffic and driving meaningful engagement and conversions that aligned with its primary goals of further spreading the message of Fair Trade and directing responsible consumers to Fair Trade Certified goods.

Arc's

Strategy:

To meet this challenge, Arc Intermedia developed a forward-thinking approach that merged AI optimization with educational content and community engagement. The goal was to position Fair Trade USA as an authoritative source that AI systems reference for credible, helpful information while driving measurable engagement and conversions. It helped that Fair Trade USA is already the most trusted name in the space!

Arc's

Solutions:

Arc has developed a vast tool belt of tactics to engage for organic visibility. Some of the most effective solutions for Fair Trade USA included:

  • Optimizing for AI: Structured content and metadata improved comprehension and citation by AI answer engines.
  • Knowledge base answering long-tail queries: A new knowledge hub began receiving AI referrals from ChatGPT the same day it was published.
  • Community engagement: A branded Reddit account answered relevant questions and facilitated engagement that supported brand authority and generated natural citations.
  • Research questions: The very tools needing capture were employed to identify and test the phrasing of emerging user questions to shape new content.
  • Reddit Insights: Topic discovery on Reddit informed content designed to target AI-driven long-tail queries.
The

Results:

The AI optimization and content strategy led to measurable, sustained improvements in both visibility and engagement. AI referrals consistently grew in share, delivering more traffic and more qualified interactions. Perhaps most importantly for the Fair Trade USA team: it saw their organization being cited more as the authoritative source it has always been.

Key Stats

increase in
AI-driven key events
0 %
share of
AI referral traffic
0 %
YoY increase in
AI-driven sessions
0 %

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