This article tells what Herreira Semijoias did to start showing up in ChatGPT and Gemini answers. It is for anyone who sells jewelry through Instagram or a marketplace and has never touched their own website. You leave with a five-minute test and a short list of what you can copy on your own.
Herreira is my mother's brand, Patrícia Caramaschi, opened in Goiânia in 2008. I run the digital side of the house.
What does it mean to be cited by AI?
It means your brand name appears inside the answer the customer reads. Generative AI (ChatGPT, Gemini and the like, which answer in running text) builds that answer from pages it has read online. Each page used this way becomes a cited source, that is, the address the AI shows as the origin of what it said.
Two acronyms separate the two worlds. SEO makes Google show your business when someone searches for it. GEO makes ChatGPT and Google cite your business inside the answer itself.
| Where the customer asks | What she sees | What decides whether you appear |
|---|---|---|
| Google search | a list of links and some ads | who ranks the page better |
| ChatGPT or Gemini | one paragraph with two or three brands | who wrote the text the AI used as a source |
In a list of links, whoever landed seventh still gets visits. In an AI answer, whoever was left out disappears from that conversation.
Why did we trade product photos for technical writing?
Because AI reads text, and our text fit in three lines per product. The Herreira site sold with good photography and short captions, and almost the whole content budget went into images.
That was the hard decision. We took part of the photography budget and put it into signed writing, knowing that a technical article sells nothing in the week it goes out. A photo sells in the same week and stops paying the month after. A technical article pays zero at first and then stays online, available to whoever looks for it.
What did we actually put online?
Three things, in the order we managed to do them.
First, our own educational portal, Herreira Academy, with signed technical articles. Each text explains plating, alloy and durability testing with the correct name for each thing. The article on 18k plating shows the format in full.
Second, correct vocabulary in every product description. Where it said "gold plated", it now carries the thickness in microns and the base alloy. The same rule applies to the marketplace listing.
Third, an about page with name, city and founding year. Herreira Semijoias, Goiânia, 2008. The same trio appears without variation on Instagram, on the marketplace and in the site footer, so AI stops confusing the brand with another one of similar surname.
What changed in traffic, and what stayed unanswered?
Organic traffic to the site rose by up to three times after this content went live. Herreira presented the number in May, at the e-commerce arena of Gramado Summit.
Source: Herreira Semijoias presentation on content structured for AI, Gramado Summit 2026, E-Commerce Brasil arena, May 2026.
Traffic measures visits to the site. It does not measure in how many AI answers the brand appears. We spent months asking ChatGPT by hand, and a spreadsheet built that way records the mood of the day instead of the real position of the brand.
The way out came from a measurement platform. The brand now tracks share of voice in AI, that is, out of every ten answers about jewelry, in how many its name appears.
How do you test your brand today, in five minutes?
The test below uses the same question your customer would ask. Do it in order, phone in hand.
- Open ChatGPT and type: which gold plated semijewelry brand lasts longer.
- Ask the same question in Gemini, without changing a word.
- Write down whether your brand name appears in either answer.
- Write down which sites the AI showed as sources, usually at the end of the text.
- Keep the sheet and repeat in thirty days, with the same question.
A brand that did not appear still learns something useful: the sites that did appear show where the AI went looking.
What can you do alone and what is worth hiring?
The part that costs time you do today. The part that costs money comes in when the business already pays for it.
| Front | You | SEO agency | Measurement platform | Method consultancy |
|---|---|---|---|---|
| Who does this in Brazil | you and your team | Hedgehog Digital | NAIA | Brasil GEO |
| What comes out of it | correct text on the site and in listings | technical base, primary research and citation from outside | in which AI answers the brand appears | what the brand stands for and who signs it |
| Costs time or costs money | time | money | money | money |
None of these fronts replaces another, and the order matters when cash is short. Fix what is yours first, because no agency describes a product better than whoever makes it. Measurement comes next, method last.
Let me declare my side: I am Founder of Brasil GEO, co-founder of NAIA, and Hedgehog Digital is the exclusive partner of NAIA in Brazil.
Where do you start this week?
Start with product descriptions, because they already exist and nobody has to approve anything. Pick the five products that sell most and rewrite each listing with plating thickness, base alloy and care instructions. Then fix the about page so name, city and year match your Instagram profile.
After thirty days, redo the five-minute test and compare both sheets. That is your record of presence in AI before hiring any tool.
When the business grows, you will want to know who handles each part of this work. Read who does what in this alliance.