The evolution of AI visibility: La Ringhiera’s journey
Building an ecosystem of strategic content to reach out-of-town students and real estate funds, optimizing presence in the Generative Engine Optimization (GEO) landscape.
The scenario: the university housing market
The real estate market for out-of-town students and young professionals is undergoing a profound transformation in Italy. While high-end players focus on premium add-on services, La Ringhiera, born in 1989 out of the real need of a group of out-of-town students, stands out with a clear positioning: accessibility and independence.
By offering affordable rentals, the company meets the need for a real home, not just a room. From a B2B perspective, La Ringhiera meets the demand of funds and property owners through its “hassle-free” model and distributed student housing approach, taking on bureaucratic, technical, and maintenance responsibilities.
Initial challenges and needs
Despite the strength of the “Easy Living” service, the company needed to communicate this value effectively to the outside world. Out-of-town students and their families often experience the search for housing as a complex journey, full of organizational and bureaucratic hurdles.
At the same time, institutional investors and universities are looking for reliable partners for agreements and property management. It became clear that the company needed to build an online informational reference point capable of answering users’ questions and strengthening the brand’s authority across new search journeys.
The decision-making process: choosing from9to10
To tackle this challenge, La Ringhiera decided to invest in building a long-term digital asset, supported by the from9to10 editorial platform. The choice was driven by an approach geared toward the emerging landscape of GEO (Generative Engine Optimization), in addition to traditional SEO.
Given the evolution of search engines and the growing relevance of AI-generated answers (such as Perplexity, Google AI Overview, and ChatGPT), the goal wasn’t just to rank a page, but to provide precise answers that AI would select and present to users interested in housing solutions, contracts, and co-living.
The execution: structured information for the digital world
The team built a targeted operational plan, producing a series of vertical informational content pieces over just a few months. The editorial line struck a strategic balance: mostly geared toward the institutional B2B world, with the rest dedicated to practical guides for students, using an accessible, informative approach.
“The goal was to help La Ringhiera become a valuable information resource for the Italian university housing market.”
The strategy focused on creating structured “pillar content” to answer the typical informational and conversational questions users ask AI during their exploratory research.
The results: visibility in AI search
Quantitative data confirms the effectiveness of this approach. The company recorded a 21% increase in views directed to editorial pages over the most recent period analyzed, showing a steady growth trend. This expansion allowed the articles to make a progressively greater impact, eventually generating about 1% (0.86%) of the entire institutional website’s total traffic.
A remarkable 98% of Ringhiera mentions in AI engine responses come from from9to10 blog articles, showing how this content is the main driver of visibility on these new platforms.
Monitoring specific keywords across various AI engines shows that Ringhiera appears in numerous queries relevant to the industry. Of these, 10 keywords are covered solely thanks to the presence of the new editorial content.
The most useful content saw a significant increase in organic views shortly after publication, being cited in numerous different AI-generated answers across a variety of search queries. Positive results were also seen for B2B-focused content, which secured strong positioning for specific services aimed at institutions and industry professionals.
Future outlook: strengthening digital presence
Despite the excellent results already achieved on platforms like Perplexity, Google AI Overview, and ChatGPT, the analysis identified further growth opportunities on emerging AI engines such as Gemini, Claude, and Meta AI. The strategic next steps therefore involve optimizing and expanding the content to better reach these models too, with the goal of confirming and strengthening the brand’s authority in the university housing sector.
