Difference Agency · Talent and casting
How Difference Agency grew ChatGPT traffic 12× while organic search reached more users
How Swisearch helped Difference Agency increase discovery through ChatGPT and Google organic search after work began in September 2025.
- Duration
- Since September 2025
- Market
- Poland
- Services
- AI visibility · Organic search · Conversion optimisation
- Sessions from ChatGPT
- +1090%
- Google organic sessions
- +20%
- Google organic users
- +30%
ChatGPT-referred sessions increased almost twelvefold, with the first major step-change appearing in October 2025.
Non-paid Google sessions increased while several commercially relevant landing pages attracted substantially more organic traffic.
Google organic search reached 673 more measured users, a 30% increase between equivalent periods.
The transformation
From difficult to discover to easier to understand and contact
Difference Agency had a strong service offering, but prospective customers could not always discover or understand it through search.
Before
- Limited AI visibility
The agency was not consistently surfaced for relevant commercial talent and casting questions.
- Missed organic opportunities
Service and location relevance were not expressed as clearly as they could be.
- An unclear enquiry journey
Visitors needed a more direct path from their need to the appropriate service and action.
What changed
The work connected discoverability, clarity, trust and conversion rather than treating them as separate problems.
- Easier to find
Clarified the services, entities and locations that search and AI systems need to understand.
- Easier to understand
Reframed service information around the needs of commercial clients.
- Easier to trust
Strengthened proof, context and credibility throughout the journey.
- Easier to contact
Made the route to a relevant enquiry clearer and more direct.
Measured results
Explore the evidence
After the September 2025 implementation and ramp-up period, ChatGPT discovery increased sharply and Google organic search reached more people. The comparison uses equivalent calendar periods and raw GA4 values.
Selected result
Sessions from ChatGPT
ChatGPT-referred sessions increased almost twelvefold, with the first major step-change appearing in October 2025.
How this was measured
- Source
- GA4 property 271298864
- Comparison
- 1 Oct 2024–10 Jul 2025 versus 1 Oct 2025–10 Jul 2026
- Method
- Session-based attribution where session source contains chatgpt.com, chat.openai.com or openai.com. September 2025 was excluded as the implementation and ramp-up month.
- Data retrieved
- 2026-07-11
- Limitation
- GA4 attribution identifies referred sessions, not the exact prompt or generated answer that led to each visit.
Measurement periods: 1 October 2024–10 July 2025 versus 1 October 2025–10 July 2026.
Customer journey
How discovery becomes an enquiry
The project was designed around the complete journey from a customer question to a relevant commercial enquiry.
Website transformation
A clearer experience built around real visitor needs
The redesign was more than a visual refresh. It changed how quickly visitors could understand the offer, navigate the content and connect with the people behind the service.
From a generic introduction to a guided customer journey
- Clearer page structure
- Improved readability and UX
- Multilingual support
- A more personal, human introduction
- What changed
- The homepage was restructured around what commercial clients need: a direct service proposition, scannable supporting information, a visible language option and a personal introduction from the founder.
- Why it changed
- The previous opening relied on an abstract brand statement and a broad About Us section. The new hierarchy makes the agency's purpose and relevance apparent much earlier.
- How it helps visitors
- Visitors can understand the offer faster, read the page in their preferred language and meet the person behind the service before deciding whether to enquire.
Helpful content
Turning customer questions into useful, discoverable content
A structured FAQ experience helps talent and commercial clients find direct answers, while being designed to give search and AI systems clearer context about the agency's services and processes.
- Organised around real questions
- Separate talent and client journeys
- Dedicated answer pages
- Written and video guidance
01
Questions grouped by audience and intent
The FAQ hub separates topics for actors and models from questions asked by brands and clients. Visitors can scan relevant questions quickly instead of searching through one long, generic information page.
02
Detailed answers with a more personal format
Important questions have their own focused pages with a clear written response and supporting video. This combines searchable information with a human explanation from the agency.
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