Case Study: How InLinks & Waikay Drove a 650% Increase in AI Visibility | Waikay®

Case Study: How InLinks & Waikay Drove a 650% Increase in AI Visibility

4 December, 2025

Background: A hole found in AI understanding

At the beginning of the year, I spoke with an InLinks client about their long‑term goals. As a major online accounting software provider, they had already established dominance across several niches. One area they identified as a priority, however, was building greater visibility and authority-sites/ authority around the entity of “E‑invoicing.”

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The Results: How Entity Frequency Skyrocketed

Entity frequency of each brand over the past 30 days

The story this tells is fantastic, and a huge learning point for SEOs. Ultimately, Brand A (first row) have dramatically improved an LLMs understanding of E-invoicing. They lead this entity, with 42 mentions of it in the past 30 days, over double their next closest competitor.

Let's take a look at this increase over the last few months:

Frequency of 'E-invoicing' entity mentions for Brand A found in response to prompt 'Best E-invoicing Software'

The number of times the entity “e‑invoicing” appeared in relation to the brand rose from 2 mentions at baseline to 15 at peak — a 650% increase.

Important: What increased was not (necessarily) how often the brand was named, but how often the entity ‘e‑invoicing’ was explicitly tied to the brand in LLM responses.

Brand A also improved in other entities as well, including Accounting and Automation “Automation”

Frequency of 'Accounting' entity mentions for Brand A found in response to prompt 'Best E-invoicing Software'

Frequency of 'Automation' Entity for Brand A found in response to prompt 'Best E-invoicing Software'

The heatmap and accompanying graphs illustrate a clear win for Brand A, which dominates in mentions tied directly to the entity of e‑invoicing. However, the picture is more nuanced when looking across competitors. Brand B and Brand C stand out in other areas — particularly around customizability and features — where they consistently outperform Brand A.

This breakdown begins to reveal how LLMs interpret and prioritize associations over time.

What This Means For AI Visibility Strategy

AI visibility is ultimately about positioning your brand closer to the right entities so it surfaces in more queries. You don’t need to track hundreds of prompts — a single, well‑chosen prompt can reveal enough direction to guide strategy for months.

What should Brand A do now?

Now that the gaps around e‑invoicing are clear, Waikay can step in to shape the next stage. The data highlights where expansion is needed, and from this we can build an actionable topic report. For Brand A, the recommendations are organized into three areas: new content that should be added, enhancements to existing material, and broader structural improvements informed by the insights we’ve collected.

Brand A Topic Report for E-invoicing

Content additions

High priority

Content Type: Pillar page plus interlinked regional guides (blog/guide format, not duplicating existing regional product pages)

Create a central, SEO‑optimized pillar page (e.g., /global/e-invoicing or /e-invoicing/guide) that:

Developer ‑Facing e ‑Invoicing API and Integration Overview

High Priority

Content Type: Developer documentation overview page + supporting technical article series

Produce a public, indexable developer overview (on the developer portal, but SEO‑discoverable from the main site) titled along the lines of “Integrate e‑Invoicing with APIs.” It should:

Follow up with 1–2 technical blog/guide articles per key use case (e.g., integrating e‑invoicing into an ERP, automating AP with e‑invoices).

Content Enhancement

High Priority

Existing Content: regional e‑invoicing product pages (AU, NZ, SG, MY, UK, US, etc.) and campaign pages

On each e‑invoicing product/initiative page, add sections that:

Advisor and Industry ‑Specific e ‑Invoicing Positioning

Medium Priority

Existing Content: advisor portals, industry pages (construction, self‑employed, etc.), and accountant/bookkeeper guides

Add advisor‑ and industry‑specific e‑invoicing sections or sidebars that:

Structural Improvements

High Priority

Create a clearly linked e‑invoicing topic cluster and navigation entry

Medium Priority

Standardize regional e‑invoicing page structures and schema