How Enabling Devices Turned AI Disruption Into a Growth Opportunity with OmniSEO®

Enabling Devices Banner

As AI-driven search results began to reshape the digital landscape in late 2024, Enabling Devices faced a new challenge: declining organic traffic despite a robust SEO foundation. With traditional strategies losing ground to AI-powered SERPs, the company needed a way to not just adapt, but thrive. This case study explores how layering OmniSEO® onto core SEO efforts helped Enabling Devices adapt to the changing SERPs to continue to generate leads and product sales.

542%

increase in leads from AI/OmniSEO

385%

increase in AI overview visibility

105%

increase in total AI visibility

Before OmniSEO®

Relied on traditional SEO tactics while content was adapted as much as possible for AI search
Lacked visibility into how AI engines surfaced their brand
Struggled to connect content efforts to real business outcomes

After OmniSEO®

Proactive targeting of AI overviews and answer engine queries
Gained clear insight into brand presence across AI and organic channels
Connected digital strategy directly to leads, calls, and revenue

Enabling Devices About Image

Since 1978, Enabling Devices has empowered people with disabilities through innovative toys, tools, and assistive technology. As a small, family-run business, they design and manufacture most products in-house, offering custom solutions and free design services to help individuals, families, schools and clinicians create accessible, sensory-friendly spaces.

WebFX Approach

Win Back Visibility Lost to AI SERPs

As AI-generated answers began to dominate search results, Enabling Devices risked losing exposure to zero-click searches. WebFX recognized early that we were losing users earlier in their research journey to AI engines, where users were researching prior to searching for specific accessibility products.

To help offset the decline from AI overviews, WebFX focused on getting Enabling Devices featured in AI-generated answers—reaching users earlier in their decision-making process. By optimizing content and securing brand mentions in authoritative third-party sources likely to be cited by AI, Enabling Devices was able to appear in the research phase, not just at the point of purchase. This early visibility helped build trust and positioned their products as top-of-mind options when users were ready to take action, effectively turning a challenge into a new opportunity for engagement and lead generation.

Enabling Devices AI Overview Visibility 1280x720 1

Improve Measurement and Attribution of AI-Driven Results

With AI engines influencing more search journeys, tracking their impact became essential.

WebFX implemented:

A custom GA4 segment for separating generative AI traffic from other referral traffic
RevenueCloudFX dashboard for tracking visibility for AI queries
Lead attribution dashboard which includes source attribution from ChatGPT and Perplexity

This holistic tracking allowed Enabling Devices to see exactly how AI-driven exposure translated into leads and revenue, turning a once-invisible channel into a measurable growth driver.

Enabling Devices Anonymized Total Appearences

Building Authority for the New Search Ecosystem

Generative AI engines and AI overviews are more likely to cite websites and brands with higher brand authority and trust, who offer helpful and expert content to users. Since the start of the partnership, WebFX has created over 190 content assets and has built ~70 core SEO links for Enabling Devices which have laid a solid foundation of authority already to help influence AI engines and traditional search rankings.

As part of the OmniSEO® campaign, the team doubled down on earning authoritative backlinks and brand mentions from reputable sites—targeting topics like adaptive devices for schools and solutions for specific disabilities. WebFX also refreshed declining pages, re-optimized older collection pages, and expanded educational content to demonstrate real-world expertise.

These efforts not only improved the site’s E-E-A-T but also increased the likelihood of Enabling Devices being selected as a source in both AI-generated answers and traditional search results.

Enabling Devices Anonymized AI Market Visibility

#SeeingTheFX Results