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If you’ve ever Googled “best shapewear for women” or asked ChatGPT what to wear under a wedding dress, chances are you’ve seen SPANX front and center. That’s not a coincidence. It’s the result of intentional, sustained SEO work - not just for today’s web, but for the future of how people search.

When SPANX partnered with Envive, our goal was simple: Help more people find (and fall in love with) SPANX’s category-defining shapewear and apparel. Since launching their blog strategy, we’ve helped them increase their visibility across traditional search engines as well as AI-powered search tools like ChatGPT, Perplexity, Claude, and Grok, with insights powered by our sales agent.

Here’s how we made that happen, and why it matters.

About SPANX

SPANX is a category-defining brand known for revolutionizing shapewear and reimagining everyday apparel for women. With a loyal customer base and strong product-market fit, SPANX had already built an iconic brand, but wanted to grow its digital visibility in ways that matched how people search today and tomorrow.

Challenge

5-6% of the global search market now happens inside AI platforms. That number might sound small, but it represents thousands of daily searches for shapewear, leggings, and everyday essentials.

These platforms don’t just index websites the way Google does. They learn. They’re trained on massive swaths of online content, from blogs to product reviews to FAQs. If you want your brand to show up when someone asks ChatGPT, “What’s the most breathable shapewear to wear under a summer dress?” you need to be a recognizable pattern in the data.

To win in this space, SPANX needed to:

• Strengthen Google rankings for high-intent, product-related keywords.
• Create content that would teach AI tools to associate SPANX with the exact questions consumers were asking.
• Build a future-proof content strategy that worked across Google and the rapidly growing AI search market.

Solution

Visibility in LLMs is rarely (if ever) possible without first ranking well on Google. That’s the foundational step. It tells the world (and the robots) that your site is a relevant authority. Then you stack the deck by publishing helpful, highly specific content that answers the exact kinds of questions people ask AI every day.

With SPANX, we built out a comprehensive blog content strategy that addresses everything from:

• “What’s the best shapewear for a jumpsuit?"
• to “Do I need shapewear under a wedding dress?”
• to “Can shapewear actually be comfortable for all-day wear?”

Traditional SEO tools give us a glimpse into what the general public wants to know about shapewear. But our core differentiator is Envive’s Sales Agent, which uncovers thousands of on-site queries from shoppers that we can directly answer in our blog content. This could be anything from outfit recommendations for a concert to what compression level is ideal under a maxi dress.

Regardless, our goal is to make sure that no matter how niche the question is, SPANX is part of the answer.

And because AI tools learn from content published across the open web, every time we publish a blog post that connects “SPANX” + “shapewear” + a real customer concern, we’re feeding the model more of the right context. That’s how brands become part of the LLM conversation: by becoming a pattern in the training data.

Results

With our content strategy built for both humans and machines, SPANX saw results on two critical fronts:

Traditional Search Wins:

• 23% increase in organic traffic
• 113% increase in total ranking keywords
• #1 Claimed the #1 spot on Google for competitive, high-intent terms like: “shapewear swimsuits”, “lightweight shapewear”, “invisible shapewear”

This upward trend highlights not just improved visibility but also stronger alignment between SEO-driven traffic and conversion outcomes, proving that organic visitors aren’t just browsing; they’re buying.

AI Search Recognition:

• SPANX is now frequently recommended by AI platforms like ChatGPT, Perplexity, Claude, and Grok.
• When users ask, “What’s the best bridal shapewear?” or “What targets my lower back?”, SPANX surfaces as a top, contextual suggestion, not a footnote.

Omnipresence

The Future of Search

As shoppers become more comfortable with AI tools, search is becoming more fragmented. Some people start with ChatGPT, then jump to Google to cross-check. Others Google first, then ask AI what to do with the results. And some rely on AI alone to make buying decisions.

That hybrid behavior is already here, and brands that want to stay visible need to show up everywhere people search.

For SPANX, that means being recommended not just by Google’s algorithm, but also by the LLMs that are shaping the next era of online discovery.

And for us at Envive? It means helping more brands build content engines that aren’t just SEO-smart, but AI-savvy too.