Client: An international link-building and consulting agency for B2B SaaS
Chilli Fruit is a global link-building agency specializing in securing high-authority placements for its clients.
Approximately 90% of Chilli Fruit’s clientele consists of international B2B tech and software (SaaS) firms, including CRM platforms, automation services, and large software vendors. The agency also navigates complex niches such as FinTech and crypto.
Chilli Fruit operates globally, promoting projects across the United States, the United Kingdom, Germany, and Poland.
Challenge: AI Overviews eroded clients’ organic search traffic
Until 2024, the agency’s operations were centered on traditional link exchanges and Digital PR. The team manually searched for suitable media outlets for client articles and conducted lengthy negotiations with each editorial team. This outreach process could last even 2 weeks.
The situation changed with the rollout of AI Overviews in Google, which triggered a 35% drop in click-through rates (CTR) for top search positions.
To ensure clients continued receiving traffic, the agency had to radically change its strategy. Chilli Fruit needed to create a massive volume of mentions across authoritative and local websites simultaneously so that client brands would appear in AI-generated answers. Speed also became critical: neural networks are trained on fresh data, so information must appear online as quickly as possible.
Scaling manual outreach to such volumes without losing momentum was no longer feasible for the agency. Chilli Fruit needed a tech-driven solution that would allow them to order placements without the bottleneck of lengthy negotiations.
Goal: Rebuild client content production and distribution for AI search
Chilli Fruit’s immediate priority was to restructure its placement processes. The agency needed to scale article production and distribution significantly without increasing headcount or operational costs. This transformation had to enable the publication of dozens of expert articles and listings each month, reducing the publication cycle from weeks to a matter of days.
Chilli Fruit required a tool that would provide one-click access to verified media outlets with high Domain Rating and organic traffic.
That tool became the PRNEWS.IO platform. Its catalog includes tens of thousands of media outlets across various industries, including complex niches such as fintech and cryptocurrencies. The Chilli Fruit team can quickly filter outlets by key parameters such as geography, industry, and SEO metrics. This makes it possible to find suitable platforms in just a few clicks and view placement conditions before starting work. Such transparency allowed Chilli Fruit to move instantly from selecting an outlet to publishing content.
Results: Exponential growth in clients’ brand visibility in AI Overviews
Thanks to the new approach, Chilli Fruit succeeded in getting its clients’ articles featured in AI Overviews blocks. This fully compensated for the decline in CTR in traditional search results. Neural networks began using expert materials on authoritative websites as primary sources of information.
As a result, clients received a powerful stream of traffic from highly specific user queries — the so-called “long tail.” These targeted visits offset the losses caused by declining reach for general search queries.
By leveraging PRNEWS.IO for paid placements, Chilli Fruity bypassed traditional bottlenecks: there was no longer a need to wait weeks for editorial responses or wonder whether an article would be published. The agency could place content almost instantly.
Due to the speed of working with media outlets through PRNEWS.IO, Chilli Fruit now publishes more than 250 articles per month without expanding its team. Over time, building AI visibility became one of the agency’s most in-demand services.
Process: From a single experiment to a content engine producing 250 articles monthly
The Chilli Fruit team began with an experiment. In December 2024, they prepared materials for one client specifically designed for AI logic. Instead of standard SEO texts, they produced predictions for 2025 and lists of the best services. The experiment was intended to determine whether Google’s algorithm would notice new content on third-party websites and include it in AI Overviews.
The results exceeded expectations: the content immediately became a foundational source for AI-generated answers in AI Overviews.
Once it became clear that the approach worked, the agency faced a new challenge — speed. For AI algorithms to pick up the data, content had to be published quickly and at scale.
The PRNEWS.IO platform provided that speed. Through it, the team began instantly selecting media outlets even in unfamiliar markets and complex niches such as fintech. The catalog clearly displays outlets with high ratings (DR 60+) and organic traffic, while full transparency of placement conditions allows websites to be selected and publications launched without lengthy negotiations.
The AI visibility strategy was then offered to clients as a new service. To handle the growing number of orders, Chilli Fruit abandoned manual outreach. Instead of spending weeks corresponding with editorial teams, the agency began securing publications within just a few days. This pivot empowered the team to focus on content quality while the service handled the technical work and communication with publishers.
As a result, the agency turned content production into a true engine, now delivering more than 250 expert materials per month for clients.
For the most important materials, the team also began using additional options offered by publishers through PRNEWS.IO, such as placing articles on a website’s homepage and promoting them through the publication’s social media channels. These amplifiers helped the content remain visible to search crawlers longer and more quickly gain the status of a verified source for AI systems.
Testimonial by John Kawecki, Head of Digital PR & Marketing
“For an agency of our scale, we don’t need fireworks or champagne at the door. What we need is a business mechanism that runs like clockwork, and PRNEWS.IO delivers exactly that — reliability and predictability.
Rather than just providing features, the platform’s true value lies in its ability to absorb our operational overhead. We no longer have to spend time on endless outreach or deal with payments in different currencies across dozens of countries. We simply choose quality regional media from a huge catalog and get fast results.
Today, PRNEWS.IO is a critical component of our system. It allows us to scale content production without inflating the team and to focus on what matters most: growing traffic, leads, and our clients’ authority in the era of AI-powered search.”
Next steps: Expanding the AI Visibility service line
Chilli Fruit plans to continue scaling its strategy for promotion through AI-generated answers, expanding clients’ presence across European and U.S. markets. The agency will continue using the PRNEWS.IO platform as a tool for rapid content distribution, focusing on regional outlets and high domain authority.
The team’s main goal is to become a leader in the AI visibility space. To achieve this, Chilli Fruit plans to work even more closely with content expertise. The agency will continue leveraging PRNEWS.IO to ensure that publications about clients on external platforms remain a primary source of information for neural networks.
“We understand that the time of our SEO strategists is our most valuable resource,” says John Kawecki, Head of Digital PR & Marketing. “It is more cost-effective for us to work with the PRNEWS.IO platform, even if the price of some placements is higher than through direct negotiations. We eliminate the need to spend hours paying invoices in different currencies and manually tracking each article’s publication. It is a reliable component in our machine that delivers results: traffic, leads, and market trust.”
