Success Stories
Connect partnered with a leading UK technology leasing provider to expand their organic visibility. Whilst not a traditional market for Google shopping listings, we looked to increase the breadth of the structured data on their website, to increase its machine-readability so both search engines, and AI tools could fully understand what the business offers.
Most retailers earn product visibility through traditional shopping results, the image-and-price listings that sit at the top of Google. But our client doesn’t sell devices outright; they lease them. That single difference locks them out of the shopping ecosystem that competitors rely on, because those listings are built around purchasable, priced products.
The knock-on effect was that a huge amount of valuable product information was sitting on the site with no structured way for search engines to read it. There was no Product schema anywhere on the website. Every device page told a story to human visitors, but to a crawler, or an AI model, that story was far harder to interpret. In a leasing model, that gap in structured data was quietly capping how visible the range could ever be.
We designed and implemented Product schema (structured data) across the entire site, mapping each device to a machine-readable format that search engines and answer engines understand natively.
Rather than trying to force a leasing business into a retail-shopping shape it was never going to fit, we used structured data to do what shopping listings couldn’t: describe the product range clearly, at scale, in a language both Google and generative AI platforms can parse. It gave the site eligibility for richer search treatment and, crucially, gave AI search tools something concrete to reference when answering user questions about devices and leasing.
+508%
Organic product clicks
+108%
Organic product Impressions
+111%
Generative AI visibility
Once Product schema went live, the site’s organic product page clicks climbed by 508%. By giving search engines a cleaner, structured understanding of each device, we helped the right pages surface for the right queries, turning previously under-read product content into a genuine driver of qualified traffic.
The improvement wasn’t about publishing more; it was about making what already existed legible to the systems deciding who gets seen.
Product snippet impressions rose by 108% in the period after rollout. Structured data widened the range of searches the site became eligible to appear for, extending the brand’s footprint across the results page and putting the product range in front of a noticeably larger audience.
For a business that had been shut out of traditional shopping results, this represented an entirely new lane of organic visibility, one built on data quality rather than ad spend.
This project shows that a business model which rules out traditional shopping results doesn’t have to mean losing product visibility. With the right structured data in place, a leasing brand can compete for organic attention, and get ahead in AI search, on its own terms.
