Search
PR
AI Visibility
Social
How Kaizen helped Gozney grow non-brand organic traffic
Gozney makes some of the world's most-wanted outdoor pizza ovens. When we started working together, the brand was navigating a set of pressures that were holding their organic performance back.
+1900%
LLM traffic growth, Global YoY
+70%
Non-brand traffic, UK YoY
+32%
Organic search revenue, Global YoY
The Brief
Gozney came to Kaizen with a few challenges: the US tariff pressures were squeezing margins and making every acquisition channel more expensive to operate, which made organic efficiency more critical than ever.
The Plan
In search, Gozney was competing directly against rivals like Ooni, as well as resellers and aggregators on Amazon who were capturing demand that should have been going to Gozney.com directly. Traffic was also deeply seasonal, with organic infrastructure that wasn’t strong enough to sustain growth outside of summer and gifting peaks. And on a structural level, global domain cannibalisation between the US and international sites was diluting ranking potential across both.
Our goal was to help Gozney build organic visibility, establish them as the definitive source of authority on pizza ovens, and future-proof the brand’s presence as search behaviour shifts towards AI discovery.
We built the strategy around three interconnected areas, each designed to address a different aspect of the challenge. The underlying goal was to position Gozney as the most trusted and topically relevant brand in the pizza oven category.
Spotlight Campaigns
On-page & Content
The first was on-page content and E-E-A-T. We established a centralised, opportunity-led content calendar and ran data-driven optimisation work prioritised by commercial gain. Every piece of work had to either improve how well Gozney demonstrated expertise, authoritativeness, and trustworthiness to Google, or directly target a keyword gap where non-brand traffic was being left out.
Technical SEO
The second was technical SEO. Consistent technical ticket management and annual auditing kept the site’s foundations clean and crawlable, resolved the cannibalisation issues between domains, and gave every piece of content work the best possible environment to perform in.
AI Search
The third was AI search. We started auditing and monitoring Gozney’s visibility across ChatGPT, Perplexity, and Google’s AI products. We improved technical accessibility for LLMs, worked on cementing topical relevance in a way that made Gozney more citable and more surfaced across AI-driven answers, and built the kind of brand trust signals that AI systems reward.
the results
Non-brand organic traffic grew significantly across every market we targeted, and the pages landing in top 3 positions in the UK increased by 116%. Global organic search revenue is also up 32% year-on-year.
The AI Visibility picture is even more striking. We found that the new LLM-referred visitors convert and engage more deeply than those from any other source. Generating £20k+ in conversions in six months, from what was essentially a standing start is a result we’re proud of, and the trajectory is still climbing.
Taken together, Gozney’s organic presence has shifted, from seasonal and narrow to consistent and broad, with the added layer of AI Visibility that is already paying back and will only matter more as search continues to evolve.
Why It Worked
For Gozney, the performance gains were the product of several things working in parallel and reinforcing each other.
By treating AI search as a current priority rather than a future consideration, Gozney built an LLM presence before most competitors took it seriously.
Resolving cannibalisation and maintaining technical health gave every piece of content a cleaner environment to operate in, which is part of why the ranking position improvements have been as pronounced as the traffic numbers.
And building Gozney’s content around genuine expertise in pizza ovens and pizza culture made the brand become more citable, more trustworthy, and more visible across both traditional and AI-driven search.
