How Rankomat.pl increased its AI Overview visibility by 50%

Results at a glance

About Rankomat

Rankomat is a comparison platform that helps customers quickly find and choose financial and insurance products that fit their needs.

It takes the hard work of reviewing all the offers and ranking them based on customers’ needs. This way, it saves tons of time and lets customers quickly choose the best-fitting options with minimal effort.

Additionally, they have a team of 200 professional advisors who can advise on which plan or company to choose.

Featured in this case study:

Damian Lutowski – Head of Organic Growth at Rankomat.pl

Challenge

Like many other companies, Rankomat felt the impact of Google’s AI Overview almost immediately.

After the AIO rollout in March 2025, Rankomat’s organic traffic dropped by 30%. This led them to quickly team up and investigate the cause of the drop, as well as a solution to compensate for it.

As Damian mentioned, the hit was especially hard because Rankomat.pl had built years of SEO performance on a large library of evergreen insurance and finance content – over 2,500 guides.

Previously, this content reliably attracted high-intent users. Since AIO, it has suddenly started being summarized directly in search results, leading to a dramatic drop in clicks. So, they started asking themselves, “How do we stay present and competitive when answers are delivered before users ever click?”

If we don’t have big traffic from LLMs yet, then AI Overview has to be ‘claimed’.

Damian Lutowski

Head of Organic Growth

Goal

After the team defined the problem, they decided to start working on solving it.

That meant improving their overall visibility in AI models, with a strong focus on Google’s AI Overview.

From now on, it was not only about optimizing their content for traditional rankings. They wanted to start consistently showing up in AIO answers.

For Rankomat, it meant both: questions critical to their brand and prompts with high demand and strong traffic potential.

For 2026, in AI, our only KPI is visibility in AI Overview.

Damian Lutowski

Head of Organic Growth

Why Chatbeat

Damian and his team chose Chatbeat to help them reach their goal. The tool filled a gap that the SEO tools in their arsenal could not address: improving the AI’s visibility into their prompts.

The other tools they were using were sufficient for classic SEO, but they lacked insights into the prompts and questions users were asking in AI Overview. 

Chatbeat helped them:

• check the sources that AIO used in its answers and then turn those into actionable content improvements
• identify which questions to monitor (with the help of “Suggested prompts”)
• see whether Rankomat.pl even appears in AI Overview / LLM answers and, if so, how
• track volatility over time

Suggested questions are handy. For users, the shift from ‘keywords’ to full questions can be hard, and we had the same challenge internally. We still catch ourselves falling back into old habits sometimes, but the suggestions make that transition much easier.

Damian Lutowski

Head of Organic Growth

How they use Chatbeat

When AIO rolled out, it reduced the number of clicks Rankomat had previously captured from its evergreen content. That’s why the team focused on monitoring and improving their presence inside AI answers.

Here’s how they did it!

1. Monitoring visibility in AI Overview and other LLM answers

First of all, Rankomat.pl tracks whether they appear in Google’s AI Overview and how that presence changes over time.

They monitor two sets of prompts:

• brand-critical questions – ones in which they have to appear
• traffic-driven questions – which they want to be positioned for because of the highest demand

And if you have ever tried to track AI Overview and other LLM outputs, you know what a hassle it can be. Those results can sometimes shift multiple times a day.

That is exactly why Rankomat uses Chatbeat as a snapshot tool that quickly detects this changeability. It also helps them spot sudden drop-offs and confirm when something materially changes.

AIO outputs can change multiple times per day, but Chatbeat’s snapshot helps us detect volatility and sudden drop-offs.

Damian Lutowski

Head of Organic Growth

2. Competitive benchmarking in AI

They also use Chatbeat to benchmark Rankomat.pl against key competitors (e.g., MUBI, PZU, Warta). They mainly track two indicators: Share of Voice and overall visibility in AI answers. 

Chatbeat’s “Brand Score” is the go-to high-level metric for most stakeholders across the company. However, Damian’s team treats it differently. For them, it’s more of a rough signal than a hard KPI. It’s basically a quick way to check who’s getting picked up in AI answers, and where Rankomat.pl is missing.

3. Source inspection to reverse-engineer “why”

Additionally, the team starts to look for “why” when Rankomat.pl sees a drop in an important prompt. They open the prompt, examine what got cited, and click through those sources to see what the AI likely used from them.

Those findings serve as input for internal discussions and content experiments – what to add, restructure, or clarify in their own pages to increase the likelihood of being used as a source in future AI responses.

We go into the prompt details, see the sources that appear, visit those pages, and analyze what the LLM could have taken from them.

Damian Lutowski

Head of Organic Growth

Results

1. Rising AIO visibility and citation consistency

Rankomat.pl is seeing its content cited more often in AI Overview. For now, the key win is simply being included in the citations.

They also noticed a strong stability effect:

• Rankomat ranking as a number 1 citation is much more consistent
• Citations on 2nd and 3rd place tend to fluctuate, often dropping in and out 

The #1 citation spot is much more stable. And since May, our AI Overview visibility has doubled, from approximately 47,000 to 100,000 keywords.

Damian Lutowski

Head of Organic Growth

2. Stronger overall AI visibility

Damian shared that Rankomat.pl began actively optimizing content for AI in October 2025—and that’s exactly when the data starts to shift.

From there, Rankomat started to see a steady upward trend in both “Brand Score” and average position in AI Overview answers.

From the start of the project through September 2025, Rankomat.pl’s results remained relatively flat.

Then the trend changed. From October, both metrics start climbing:

• “Brand Score” increased by 10 percentage points
• Average position improved by 42%

Overall, October is the month the trend changes.

From there on, their AI content work begins to show up in the numbers: more consistency and better placement.

3. Increase in LLM-driven traffic

LLM traffic is still a small slice of Rankomat.pl’s total acquisition – around ~1% – but it’s clearly moving in the right direction. 

Damian noted that its share is growing. The change is still relatively small (+0.1 to +0.2 percentage points month over month), but it is definitely there! 

Enough to make the trend noticeable even at this early stage.

Takeaway for other brands

And now let’s see how you can implement similar solutions in your own company, shall we?

We asked Damian what others can do to succeed in the AI era of content. He shared a simple tip: “Make your page effortless to read for both humans and LLMs.”

That means:

• more clarity
• better FAQ coverage
• adding genuinely original value to your content
• strengthening your authority through collaborations and smart PR

Here’s a simple to-do list I prepared—hopefully it helps!