Company snapshot

By Veira is a Swedish vegan haircare brand focused on professional-quality products at an accessible price. The measured customer questions covered curls, frizz, damaged or colour-treated hair, heat protection, lightweight volume and sensitive scalps. The measurement window ran from 16 February to 8 June 2026.

From invisible to the first name in the answer

By Veira’s products already answered the questions customers ask before buying: how to repair damaged or colour-treated hair, reduce frizz, care for curls, add lightweight volume and protect hair from heat. The website and product range existed. What was missing was visibility inside the AI assistants increasingly used to research those questions.

At the first captured scan, By Veira had no measured share of voice and no query coverage in the tracked set. By 8 June, the latest scan showed 49.2% share of voice. The brand appeared in 6 of 50 sampled results, and every recorded mention placed it first.

The change was not built around a single generic article. It came from making the site easier to access and understand, then publishing a focused body of content around the questions customers were already asking.

The challenge

A strong product range does not automatically make a brand easy for an AI system to discover, interpret or cite. If relevant crawlers cannot reach the right pages cleanly, even useful content can remain outside the evidence base an assistant uses to build an answer.

Product pages, category pages and educational content existed as separate destinations. Without stronger internal connections, models had less context for understanding which products answered which customer needs.

The questions also were not covered deeply enough. Customers ask for the best vegan shampoo for a sensitive scalp, an affordable routine for curly hair, or a way to reduce frizz without silicones. By Veira needed useful pages that answered those questions directly.

There was no reliable baseline. Without ongoing prompt tracking, there was no clean way to know whether the brand was being mentioned, how often it appeared, where it appeared in the answer, or whether the work was changing those numbers.

Before and after

Share of voice: 0% at the start, 49.2% in the latest scan.

Query coverage: 0% at the start, 12% in the latest scan.

Mentions in sampled results: no measured presence at the start, 6 of 50 in the latest scan.

Average position: not available at the start, #1 whenever mentioned in the latest scan.

The solution

1. The technical foundation was fixed

Citera updated By Veira’s robots.txt setup so relevant AI crawlers could access the website and its content. A page that cannot be reached cannot become a source, regardless of how strong the copy is.

2. Internal linking was improved

Internal links were strengthened so important products, categories and supporting articles were more clearly connected. This made the site’s topic structure easier to follow and gave search engines and AI systems better context for how By Veira’s products relate to specific haircare needs.

3. Citera created 31 targeted articles

Citera produced 31 articles around curls, damaged and colour-treated hair, vegan products, frizz, heat protection, lightweight volume and professional haircare at an accessible price. Each piece was designed to strengthen authority around a defined topic and give AI assistants a clear source for questions potential customers were already asking.

4. Progress was tracked continuously

Across the measurement period, Citera completed 147 scans. This created a before-and-after view of share of voice, query coverage, mentions and position, so the team could measure actual visibility rather than assume publishing activity had worked.

How the work compounded

Foundation first: crawler access and internal linking improved the conditions for the site to be discovered and interpreted. Coverage next: the 31 articles expanded the number of relevant questions for which By Veira could provide an answer. Measurement throughout: repeated scans showed where the brand appeared and which gaps remained, turning the programme into an iterative system rather than a one-off delivery.

The results

From 0% to 49.2% share of voice

At the first captured scan, By Veira had no measured share of voice. By the latest scan on 8 June, that number was 49.2%, an increase of 49.2 percentage points across the measured period.

Six mentions, each at position #1

The latest sampled scan evaluated 50 results and recorded six By Veira mentions. When the brand appeared, its average position was #1. Coverage shows how often a brand enters the answer; position shows how prominently it is presented once included.

12% query coverage

Query coverage reached 12%, up from zero at the beginning of the period. This is a meaningful change, while also leaving clear room to expand into more customer questions.

What the answers actually showed

The six recorded mentions covered commercially relevant questions: repairing colour-treated hair, vegan haircare for frizzy hair, sulphate-free curl care, heat protection for fine hair, affordable salon-quality haircare and lightweight volume for fine, limp hair.

Five of the six mentions were classified as positive and one as neutral. All six were recorded in Grok in the latest scan, so the evidence is strong for that engine but should not be presented as uniform performance across every AI platform.

55 AI referral sessions recorded

Connected traffic analytics recorded 55 AI referral sessions in the available captured window. The homepage received the largest recorded share, followed by the Silver Shampoo, Curl Cream and Dry Volume Spray pages. This is a useful secondary signal, but the available data does not support a reliable before-and-after traffic lift or a revenue attribution claim.

Why this matters if you are not a haircare brand

The lesson is not specific to shampoo, curls or vegan products. By Veira’s case shows what can happen when a product company makes technical access, a clear internal information structure and content built around real customer questions work together.

The 31 articles mattered because they expanded the range of questions By Veira could credibly answer. The robots.txt and internal-linking work mattered because those answers needed to be reachable and connected. The 147 scans mattered because activity without measurement would still leave the team guessing.

An honest note on what is not yet proven

The measurement window ends on 8 June 2026, and this case study does not claim later performance. The latest scan contains six mentions across 50 sampled results, which is a clear improvement but still a limited sample.

All six latest-scan mentions came from Grok. The evidence does not show the same result across every AI engine. Query coverage is 12%, meaning most evaluated questions still did not mention By Veira.

The analytics data recorded 55 AI referral sessions, but the available window does not establish a post-publish traffic lift or tie those visits to revenue. The figures show change during the engagement, but do not isolate the causal contribution of each individual technical or content action.

Looking ahead

The next phase is to expand beyond the first six winning prompts and build broader coverage around questions closest to purchase: sensitive scalps, dry and damaged hair, curly-hair routines, frizz without silicones, colour-safe products and all-in-one heat protection.

The same foundation can now deepen existing topic clusters, improve the pages already receiving AI referral traffic and test whether By Veira can reproduce its #1 average position across more prompts and more engines.

Methodology

This case study uses the first captured scan on 16 February 2026 and the latest available scan on 8 June 2026. Citera completed 147 scans during the period. The latest sampled scan contained 50 results. A mention means By Veira appeared by name in the captured answer; average position describes where the brand appeared when mentioned.

Share of voice, query coverage, mention count and average position come from stored Citera scan data. AI referral sessions come from connected traffic analytics. The 31 articles, robots.txt work and internal-linking improvements are the actions delivered during the engagement.

No unavailable metric has been converted into a success claim. The case study does not claim revenue generated, a proven post-publish referral lift or visibility after 8 June 2026.

The numbers at a glance

49.2% share of voice. 12% query coverage. #1 average position when mentioned. 31 targeted articles. 147 scans completed. 55 AI referral sessions recorded.