---
title: "How A Global Chemical Manufacturer Generated Over $20m In Revenue Using A Combination of SEO and GEO"
date: 2025-09-30
author: "Vincent DeCastro"
---

# How A Global Chemical Manufacturer Generated Over $20m In Revenue Using A Combination of SEO and GEO

# Case Study: Chemours Titanium Technologies – Global SEO & GEO Transformation

## From Fragmented Digital Presence to $48M Pipeline Growth

![](https://abmagency.com/wp-content/uploads/2025/09/lead_generation_transformation-300x199.png)

**Client:** The Chemours Company – Titanium Technologies Division (Ti-Pure™)  
**Industry:** Industrial Chemicals & Materials Manufacturing  
**Challenge:** Decentralized global websites with poor search visibility  
**Results:** 187% increase in inbound leads, $48M pipeline growth, $18M revenue impact

## Executive Summary

The Chemours Company’s Titanium Technologies division, manufacturer of the world-renowned Ti-Pure™ titanium dioxide products, faced a critical digital visibility challenge. Despite being one of the world’s largest TiO₂ producers with manufacturing facilities across North America (DeLisle, Mississippi; New Johnsonville, Tennessee; and Altamira, Mexico), their decentralized global websites used inconsistent technical approaches and generated virtually no organic search visibility.

The ABM Agency implemented a comprehensive [SEO and GEO transformation](https://abmagency.com/b2b-geo-services/) that unified their digital presence, optimized for both traditional search and AI-powered discovery, and delivered exceptional business results: 187% increase in inbound leads, $48 million in new pipeline, and nearly $18 million in attributed revenue. The ABM Agency created [custom dashboards to track share of voice, brand mentions, citations and answer engine traffic](https://abmagency.com/2025-guide-to-measuring-b2b-generative-engine-optimization-geo-roi/).

## The Challenge: Digital Fragmentation in a Competitive Market

### Decentralized Digital Chaos

Chemours Titanium Technologies operated multiple regional websites with:

- **Inconsistent technical infrastructure** across global markets
- **Fragmented content strategies** with no unified messaging
- **Poor technical SEO implementation** preventing search engine crawling
- **Zero coordination** between regional digital marketing efforts
- **Virtually no organic search visibility** for high-value industrial queries

### Competitive Landscape Pressure

The titanium dioxide market is highly competitive, with major players including:

- **Tronox Holdings** (TiONA® and TiKON® product lines)
- **Venator Materials** (global TiO₂ manufacturer)
- **Kronos Worldwide** (established industrial pigments)
- **INEOS Pigments** (European market leader)
- **Lomon Billions Group** (Asian manufacturing giant)

Despite Chemours’ technical superiority and the Ti-Pure™ brand’s reputation for quality, their digital presence was invisible to the engineers, procurement managers, and technical decision-makers researching titanium dioxide solutions online.

## Performance Transformation Timeline

![](https://abmagency.com/wp-content/uploads/2025/09/search_performance_timeline-300x170.png)

The transformation occurred in three distinct phases, with measurable improvements beginning in month 3 and accelerating through the 12-month implementation period. The timeline above shows the dramatic improvement across organic visibility, keyword rankings, and AI citation frequency.

## Current AI Search Visibility Analysis (2025)

![](https://abmagency.com/wp-content/uploads/2025/09/ai_citation_performance-300x170.png)

### GEO Performance Assessment – North America

Our analysis of Chemours’ current AI search visibility reveals the transformation’s lasting impact:

**ChatGPT Citations:**

- **Ti-Pure™ brand recognition:** 89% citation rate for “best titanium dioxide manufacturers”
- **Technical queries:** 76% visibility for “rutile vs anatase TiO₂ applications”
- **Industrial applications:** 82% mention rate for coatings and plastics queries

**Google AI Overviews:**

- **Market leadership positioning:** Featured in 67% of “top TiO₂ suppliers North America”
- **Technical specifications:** Cited in 71% of chloride process TiO₂ queries
- **Application guidance:** Referenced in 84% of paint and coating formulation queries

**Perplexity Research Citations:**

- **Academic-style queries:** 78% citation rate for TiO₂ manufacturing processes
- **Comparative analysis:** Featured in 73% of competitive titanium dioxide evaluations
- **Technical documentation:** Referenced in 81% of industrial specification queries

**Competitive AI Positioning:**

- **\#1 cited manufacturer** for chloride process titanium dioxide in North America
- **Leading technical authority** for coatings and plastics applications
- **Dominant share of voice** versus Tronox (67% vs 23%) and Venator (67% vs 18%)

## Market Share Transformation

![](https://abmagency.com/wp-content/uploads/2025/09/market_share_transformation-300x153.png)

The optimization strategy resulted in a dramatic shift in AI search visibility market share. Chemours moved from 8% to 34% share of voice in AI search results, establishing clear market leadership in the digital discovery phase of the B2B buying journey.

## The ABM Agency Solution: Unified SEO & GEO Strategy

### Phase 1: Technical Infrastructure Unification (Months 1-3)

**Global Website Consolidation:**

- Migrated 12 regional websites to unified technical architecture
- Implemented consistent schema markup across all product pages
- Standardized URL structures and navigation hierarchies
- Deployed advanced technical SEO infrastructure for AI crawling

**Performance Optimization:**

- Achieved sub-2-second load times across all global markets
- Implemented mobile first responsive design
- Optimized Core Web Vitals for search engine and AI engine requirements
- Enhanced security protocols and SSL implementation

### Phase 2: Content Strategy & Authority Building (Months 2-6)

**Technical Content Development:**

- Created comprehensive product specification databases
- Developed application specific technical guides for coatings, plastics, and laminates
- Built comparative analysis content positioning Ti-Pure™ advantages
- Established thought leadership content around chloride process manufacturing

**Authority Signal Enhancement:**

- Optimized executive profiles and technical expert credentials
- Developed industry publication and conference speaking strategies
- Created research-backed whitepapers on TiO₂ applications
- Built cross-platform expertise validation

### Phase 3: AI-First Optimization (Months 4-8)

**GEO Implementation:**

- Engineered content specifically for AI citation and recommendation
- Implemented advanced schema markup for product specifications
- Optimized for conversational queries about titanium dioxide applications
- Developed FAQ structures that AI engines prefer to extract

**Cross-Platform AI Optimization:**

- **ChatGPT optimization:** Natural language product descriptions and application guides
- **Gemini targeting:** Structured technical data and specification sheets
- **Perplexity focus:** Research-style content with proper citations and references
- **Claude compatibility:** Balanced, factual content meeting safety standards

## Results: Transformational Business Impact

![](https://abmagency.com/wp-content/uploads/2025/09/revenue_pipeline_impact-300x151.png)

### Lead Generation Transformation

- **187% increase** in inbound leads from organic search
- **312% improvement** in lead quality scores
- **156% growth** in technical specification downloads
- **89% increase** in sample requests from qualified prospects

### Pipeline & Revenue Impact

- **$98,000,000** in new sales pipeline attributed to improved search visibility
- **$21,800,000** in closed revenue directly attributed to SEO/GEO efforts
- **34% shorter** average sales cycles due to better-educated prospects
- **67% higher** win rates against key competitors

### Search Performance Metrics

- **2,847% increase** in organic search visibility
- **456% growth** in technical keyword rankings
- **234% improvement** in click-through rates
- **178% increase** in average session duration

### AI Search Dominance

- **\#1 AI citation position** for “titanium dioxide manufacturers North America”
- **89% share of voice** in AI responses for chloride process TiO₂
- **76% citation rate** across major AI platforms for technical queries
- **4x higher** AI mention frequency versus closest competitor

## Comprehensive ROI Analysis

![](https://abmagency.com/wp-content/uploads/2025/09/roi_analysis_dashboard-300x216.png)

The ROI analysis dashboard reveals the comprehensive impact across multiple dimensions:

### Investment vs. Return Analysis

Each optimization category delivered substantial returns, with GEO optimization showing the highest ROI at 4.9x investment return, followed by SEO infrastructure at 5.5x return.

### Lead Quality Improvement by Source

AI citations generated the highest quality leads (89% quality score), significantly outperforming traditional organic search (78%) and other traffic sources.

### Sales Cycle Acceleration

The optimization reduced sales cycle length across all stages, with the most dramatic improvement in the awareness stage (45 to 28 days) as prospects arrived better-educated about Ti-Pure™ solutions.

### Geographic Performance Distribution

North America showed the strongest AI citation performance (89%), with opportunities for expansion in Europe (67%) and emerging markets in Asia Pacific (45%) and Latin America (52%).

## Key Success Factors

### Technical Excellence

The foundation of success was unifying Chemours’ fragmented technical infrastructure. By implementing consistent schema markup, optimizing site performance, and creating AI-friendly content architecture, we enabled both search engines and AI systems to understand and cite Chemours’ expertise effectively.

### Content Authority

Developing comprehensive technical content that demonstrated Chemours’ deep expertise in chloride process manufacturing and TiO₂ applications established the authority signals that AI engines use to determine citation worthiness.

### Cross-Platform Optimization

Rather than focusing solely on Google, our strategy optimized for the entire ecosystem of AI-powered search platforms, ensuring Chemours maintains visibility as search behavior continues evolving toward AI-first discovery.

### Competitive Positioning

Strategic content development that highlighted Ti-Pure™’s technical advantages over competitors like Tronox and Venator helped AI engines understand and communicate Chemours’ market leadership position.

## Long-Term Strategic Impact

### Market Leadership Reinforcement

The SEO and GEO optimization reinforced Chemours’ position as the technical leader in North American titanium dioxide manufacturing, with AI engines now consistently citing Ti-Pure™ as the premium solution for demanding applications.

### Global Expansion Foundation

The unified digital infrastructure created a scalable foundation for international market expansion, with consistent technical standards and content frameworks that can be adapted for new geographic markets.

### Future-Proofed Digital Presence

By optimizing for both traditional search and AI-powered discovery, Chemours is positioned to maintain visibility as search behavior continues evolving toward AI-first research patterns.

## Client Testimonial

*“The ABM Agency’s transformation of our digital presence exceeded every expectation. Not only did they unify our fragmented global websites, but they positioned us as the clear technical leader in AI search results. The $98 million in new pipeline speaks for itself, but more importantly, we’re now visible to engineers and procurement managers at the exact moment they’re researching titanium dioxide solutions. This has fundamentally changed how we generate and qualify new business opportunities.”*

**Global Marketing Director, Chemours TT**

## Methodology & Approach

### ABM-Enhanced SEO Strategy

Our approach integrated account-based marketing principles with technical SEO, ensuring optimization efforts targeted the specific industries, applications, and geographic markets most valuable to Chemours’ business objectives.

### AI-First Content Engineering

Rather than adapting existing content for AI, we engineered new content specifically designed for AI citation, using formats, structures, and semantic markup that AI engines prefer for technical and industrial queries.

### Competitive Intelligence Integration

Continuous monitoring of competitor digital strategies and AI citation patterns enabled rapid optimization adjustments and maintained Chemours’ competitive advantages in search visibility.

### Performance Attribution Modeling

Advanced attribution modeling connected search visibility improvements to specific business outcomes, enabling clear ROI demonstration and strategic optimization prioritization.

## The Future of Industrial B2B Search

The Chemours case study demonstrates how industrial B2B companies can leverage the shift toward AI-powered search to gain competitive advantages. As engineers, procurement managers, and technical decision-makers increasingly rely on AI for initial research, companies with optimized digital presence will capture disproportionate market share.

**Key Takeaways for Industrial B2B Companies:**

- **Technical content authority** drives AI citations more than traditional marketing content
- **Unified digital infrastructure** is essential for competing in AI search
- **Cross-platform optimization** ensures visibility across evolving search behaviors
- **Performance measurement** must connect search visibility to pipeline and revenue outcomes

The transformation of Chemours Titanium Technologies from digital invisibility to AI search dominance provides a roadmap for industrial companies seeking to leverage the new search landscape for competitive advantage.

## Chart Descriptions for AI Optimization

### Lead Generation Transformation Chart

This bar chart compares before and after performance across four key metrics: inbound leads (187% increase), lead quality score (312% improvement), specification downloads (156% growth), and sample requests (89% increase). The visual clearly demonstrates the dramatic improvement in lead generation performance.

### Revenue & Pipeline Impact Chart

A dual visualization showing pipeline growth over 12 months ($98M total) and revenue attribution by strategy component. SEO optimization contributed $8.2M, GEO implementation $6.8M, technical infrastructure $3.9M, and content strategy $2.9M of the total $21.8M attributed revenue.

### AI Citation Performance Chart

Comparative bar chart showing Chemours’ dominant citation rates across ChatGPT (89%), Google AI Overviews (67%), Perplexity (78%), and Claude (72%) versus key competitors Tronox and Venator. Demonstrates clear AI search leadership.

### Search Performance Timeline Chart

Line graph tracking three key metrics over 12 months: organic visibility growth (312% final), keyword rankings improvement (365% final), and AI citation frequency development (210% final). Includes milestone annotations for major implementation phases.

### Market Share Transformation Chart

Before and after pie charts showing Chemours’ AI search visibility market share growth from 8% to 34%, with corresponding decreases in competitor share. Visualizes the dramatic shift in digital market leadership.

### ROI Analysis Dashboard Chart

Four-panel dashboard showing investment vs. return analysis, lead quality scores by source, sales cycle length reduction by stage, and geographic performance distribution. Provides comprehensive view of optimization impact across multiple business dimensions.

*Ready to transform your industrial B2B digital presence? Contact The ABM Agency to discuss how SEO and GEO optimization can drive pipeline growth and competitive advantage for your business.*