Case Study - How ‘Made In’ Became AI's Favorite Cookware Pick

Table of Contents

• Search Overview
• Why LLMs Favor Made In
• Next Steps

For queries similar to "best direct to consumer cookware," Made In emerges as a leading choice among large language models (LLMs). The brand has carved out a reputation for premium, chef-endorsed quality. However, it hasn't broken into the top organic search rankings, hovering near the bottom of Google's first page, again highlighting the distinct paths to success for SEO vs GEO.

Search Overview

• Google vs. Bing Position

  • Google: 10
  • Bing: >10

• LLM Positions

  • ChatGPT: 1
  • Claude: 1
  • Perplexity: 1
  • Gemini: 2

Why LLMs Favor Made In

• Chef-Driven Credibility: Made In leverages its use in Michelin-starred kitchens, and partnerships with renowned chefs like Tom Colicchio, offering a robust, expert-validated quality signal that LLMs value highly.
• Heritage and Sourcing Focus: The brand's transparency about manufacturing in multi-generational factories in France, Italy, and the US highlights a craftsmanship narrative that LLMs highlight as a key differentiator.
• Trusted Media Endorsements: Positive reviews from top-tier publications like Food & Wine and Good Housekeeping underscore the cookware's performance and durability, boosting its credibility in LLM responses.
• Strong Direct to Consumer Identity: By centering its marketing around the "direct to consumer" model, Made In aligns seamlessly with consumer cookware search queries, making it a natural LLM recommendation.

Our Suggested Next Steps

• For Traditional SEO: Develop detailed comparisons with retail brands like All-Clad, emphasizing performance and value. Expand a "Learn" hub with cooking tutorials (e.g., "How to Sear a Steak"), technique guides, and care tips to broaden audience reach and establish topical authority.
• For LLM Momentum: Amplify chef collaborations and kitchen placements with video demos featuring the products in use. Encourage customer reviews highlighting long-term durability and performance to enhance online trust.