Seed: the Italian agency transforming SEO into AI Organic Marketing

Being visible online today means facing a completely different landscape than just a few years ago. Search engines are no longer simply a list of links: generative artificial intelligence is transforming the way people search for information, discover products, and make decisions. For brands, this means rethinking the very concept of visibility.

It is precisely around this evolution that Seed has built its journey. The Italian agency, specializing in SEO, CRO and AI, supports national and international companies in developing performance-driven Organic Search strategies, now integrating all the new dynamics of AI Search and conversational search engines.

This approach has earned the agency a place on the shortlist for the 2026 Global Search Awards, with four nominations:

Best Small SEO Agency
Best Use of Search – Travel
Best Use of Search – Fashion
Best Use of PR in a Search Campaign

This achievement confirms the agency’s ability to manage complex projects, international markets, and highly innovative environments.

A Vision of Search That Looks Beyond Google

“Over the past two years, the online search landscape has undergone a radical transformation. The arrival of AI Overviews, AI Mode, ChatGPT, Gemini, Perplexity, and other Large Language Models has profoundly changed the customer journey: more and more users now receive answers directly without necessarily visiting a website,” comments Pasquale Gangemi, Co-Founder & CEO of Seed. “For this reason, we have expanded our consulting approach by complementing traditional SEO activities with new AI Visibility strategies, helping brands increase their ability to be cited and recommended by generative search engines.”

To help companies navigate this transformation, the team developed Sprout, a proprietary platform that monitors brand presence across the leading AI ecosystems.

Sprout analyses thousands of prompts by simulating real user conversations, measures a brand’s share of presence and sentiment within responses generated by Large Language Models, identifies the competitors actually referenced by AI, and supports the development of content strategies designed not only for traditional SEO but also for the new conversational models.

The objective is simple: to help companies remain discoverable even when users no longer click on search engine results pages but interact directly with AI assistants.

Piquadro: An International SEO Strategy Across Three Brands and Multiple Markets

Among the projects shortlisted for the Global Search Awards is the one developed together with Piquadro, nominated in the Best Use of Search for Fashion category.

The project represents one of the most sophisticated SEO implementations managed by Seed in recent years. The challenge was to coordinate an ecosystem consisting of three distinct brands—Piquadro, The Bridge, and Lancel—each with its own characteristics, operating simultaneously across multiple international markets, languages, and competitive environments.

In such a scenario, technical optimisation alone would not have been enough. The strategy required a multi-layered approach to information architecture, content architecture, and international SEO governance, while preserving the unique identity of each brand.

At the same time, the project was progressively extended to address the new dynamics of AI Search, ensuring that content could be effectively interpreted and leveraged not only by traditional search engines but also by the leading language models.

The result is a scalable model that combines international SEO, editorial organisation, and preparation for the future of online search.

Telepass Moveo: When SEO Research Becomes a National Digital PR Campaign

The second shortlisted project involves Telepass, specifically the Moveo Blog, and has been nominated in two categories: Best Use of Search for Travel and Best Use of PR in a Search Campaign.

The idea originated from a typical SEO activity: analysing user searches to identify the most searched Italian villages online. This research became the foundation for an editorial ranking initially created for the Moveo blog.

The project’s real strength, however, lay in its ability to move beyond the brand’s owned channels and become a genuine media phenomenon.

The research was picked up by national newspapers, online publications, industry magazines, local broadcasters, and hundreds of regional news outlets. Every town featured in the ranking found an opportunity to tell the story of its own territory, while simultaneously promoting Italy’s cultural heritage and increasing the visibility of the Telepass brand.

The result was a significant increase in organic visibility driven by a Digital PR initiative that originated directly from an SEO insight.

It is a concrete example of how search data, editorial content, and media relations can work together to generate value in terms of both authority and performance.

SEO as an Increasingly Cross-Functional Discipline

The two case studies tell very different stories, yet they share the same philosophy.

On one hand, an international strategy capable of managing technological complexity, multiple languages, and diverse markets.

On the other, an editorial project demonstrating how SEO can become the starting point for large-scale communication initiatives.

“It is this integration of data analysis, content, technology, AI, and Digital PR that represents one of the defining strengths of Seed today,” explains Diego Stramezzi, Co-Founder & Head of Marketing at Seed. “Being shortlisted for the 2026 Global Search Awards is an important international recognition of this innovation journey and of our team’s ability to develop strategies capable of adapting to the continuous evolution of the digital landscape.”

Learn more about Seed: https://www.seed.digital/