九眼科技Client & challenge
Golden Reed sources water reed (Phragmites australis) from the Zhalong wetland in Heilongjiang and sells to importers, thatchers and distributors in the Netherlands, Belgium, Germany and Spain.
The product was competitive but invisible online: no website that explained product, origin, specs and export capability, and a long, generic English name — Tianjin Golden Reed Products Co., Ltd. — that buyers couldn’t remember and AI couldn’t treat as a distinct brand. When European buyers asked AI where to source thatching reed from China, the company wasn’t in the answer.
① A website built for buyers and AI
- 7 languages with hreflang on every page
- Complete structure: products & specs, quality & origin, applications, about, FAQ, knowledge base, contact
- “Facts buyers can verify”: key facts, each with an authoritative source
- Mobile-first quote, WhatsApp and email paths
② Content that answers every buyer question
We mapped the buyer journey — what is it → how long does it last → how to choose → specs → where to buy and how to import — and wrote a clear, fact-checked article for each step: 30+ in English, plus localised articles using real Dutch, German and French buying terms.
- MATERIALWhat Is Water Reed? The Material Behind Europe’s Thatched Roofs
- DURABILITYHow Long Does a Thatched Roof Last?
- BUYINGImporting Reed from China
- BUYINGWater Reed Supplier for Europe
- DEReet kaufen: Schilf-Lieferant
- NLDakriet kopen: waterriet leverancier
③ GEO: findable, readable, citable
| Action | What we did | Why it matters |
|---|---|---|
| Open to AI crawlers | robots.txt allows GPTBot, OAI-SearchBot, ClaudeBot, PerplexityBot, Google-Extended | AI can’t recommend what it can’t read |
| llms.txt | One plain-text page summarising company, products, facts, contacts and articles | An official brief for language models |
| Structured data | Organization schema with names, aliases, address, markets and contacts | Confirms a real, specific company |
| hreflang | 7 languages linked; sitemap with 280+ pages | Questions in any language land on the right page |
| Authoritative sources | Facts cited to USDA, China’s State Council, Thatch Advice Centre | Verifiable facts get cited |
④ Rebrand: Golden Reed → Jinreed
“Golden Reed” describes a product; it isn’t a brand. We kept the existing Chinese name 金芦苇 and rebuilt the English brand and visual identity around it.
Tianjin Golden Reed Products Co., Ltd.
- Long and generic
- Chinese and English disconnected
- No visual system
Name: Jinreed = Jin (金, gold) + Reed
Bilingual, two syllables, easy to spell and identical to the domain jinreed.com. A unique, consistent name is the first step to being recognised by AI as one brand entity.
Identity
A mark of three straight reeds over a curved horizon; reed gold #B8862B, forest #2F4A3C and sand #F3EBDD; serif display type for a premium natural-materials feel — rolled out across the website, 7 languages, icons, social images and sales materials.
Results
On day 7 after launch, content and GEO, Jinreed appeared in Gemini’s recommendations when asked for a reliable water reed supplier.
This reflects Gemini’s answer to a specific question at a specific time. The order of recommendations varies by time, region, account and phrasing; this is not a ranking guarantee for other projects.
Lessons you can reuse
- Website first, then GEO: AI needs an official source it can fully read
- Organise content as a question chain, not a keyword list
- Make facts verifiable: sourced data gets cited
- One unique, consistent name across the web
- Niche categories are a window: move early and become AI’s default answer
