R5 Living: building a new Made in Italy brand in sustainable home care
Developing a strategic content ecosystem to reach environmentally conscious consumers, optimizing presence in the Generative Engine Optimization (GEO) landscape.
The scenario: the sustainable cleaning market
R5 Living is an innovative startup, a Società Benefit and certified B Corp® founded in Bergamo, active in the home and personal care sector. The brand stands out for its radically sustainable approach: it offers highly effective formulations while minimizing single-use plastic and water transport, through refill solutions, concentrated soluble products, and sheet detergents.
Operating in a competitive and expanding market like eco-friendly products, R5 Living needed to reach an informed audience ready to buy, covering not only traditional search engines but also the search paths of leading AI models.
Initial challenges and needs
Before turning to from9to10, R5 Living had already launched several communication projects through an internal blog to strengthen its digital presence, including the use of generative AI tools, but ran into operational and strategic challenges.
In particular, with a “self-made” use of AI, the text generated by generalist tools lacked authority and the depth needed to rank well and convert.
What’s more, managing this in-house required a constant effort that the internal team couldn’t sustain without diverting time from higher-priority activities.
In this context, R5 Living’s main need was to find a specialized partner able to combine editorial rigor with advanced optimization, with one clear goal: positioning the brand in AI answer citations across the leading LLMs.
The decision-making process: why R5 Living chose from9to10
R5 Living chose from9to10 for its innovative approach based on Generative Engine Optimization (GEO). The shared goal wasn’t simply to write articles with a classic SEO mindset, but to create a structured information ecosystem so that generative chatbots would select R5 Living as an authoritative source and recommend its products during conversations with users.
The strategy involved publishing 17 blog posts between February and July 2026, designed to thoroughly answer user questions on key topics such as sustainability in laundry products and practical guides for stain removal.
Execution: structured data and informational value
The content produced with the from9to10 methodology was structured to overcome the limits of synthetic AI text, offering precise data, practical explanations and clear answers to consumer questions.
“Content generated with our methodology immediately ranks among the most-read pieces and starts generating citations on Google, OpenAI and Anthropic’s generative search engines.”
Thanks to an optimized semantic structure, the content became an anchor of authority both for Google’s algorithms and for the answers given by leading LLMs.
The results: visibility in AI search
The monitored performance shows the tangible success of the strategy within the first 6 months. The most interesting data concerns positioning and overall impact:
Share of Voice on the main target keywords across leading LLMs rose from 0 to 16%. For 6 out of 7 keywords, R5 Living is now regularly cited by various AI models, reaching Top 5 brand rank for the strategic query “detersivi in foglietti” (laundry sheet detergents).
Reached an average position of 6 on Google (compared to 13 for content previously published on the blog). from9to10 articles recorded 1.5x more impressions and a +115% average CTR (1.18% vs. 0.55% for the historical blog).
The growth in article views from February to July 2026 showed a steady, rapidly rising trend, confirming that the new content climbed straight to the top of the site’s most-read pages from the very start.
Future outlook: consolidating the brand’s authority on AI
These results show that combining authoritative content with GEO optimization makes it possible to overcome the limits of traditional SEO and generalist generative AI tools. R5 Living and from9to10 plan to continue the editorial plan to expand coverage into adjacent product categories, steadily positioning the brand among the answers recommended by ChatGPT, Google AI and Claude.
