How Dutch Vans stayed ahead of the competition with AI and data

B2B

+26,3%

increase in top-3 rankings (focus keyword set)

+35,2%

growth in non-branded traffic (YoY)

+187,9%

more clicks on key target keywords

108 hours

of manual work saved through automation

What?

Dominating a competitive B2B market with minimal resources

Dutch Vans sells used commercial vehicles to the business market — a space dominated by major players like AutoScout24, Gaspedaal, and Autotrack. The goal: at least 25% more top-3 rankings on model + occasion keywords, 35% growth in non-branded traffic, and 200 organic leads from June through August 2024. The challenge? Only 24 hours of project time spread across three months. Within those limits, everything had to be spot on: strategy, data, tools, and execution.

Awards

European Search Award Winner 2025

Best Use of Search – B2B (SEO) (Large)

How?

AI-driven content and internal linking at scale, without manual work

Follo (formerly OrangeValley) developed a scalable approach using custom scrapers, Looker Studio dashboards, and ChatGPT automation. A custom-built scraper pulled weekly keyword data via QNNCTR, mapped to the rankings of both Dutch Vans and its competitors. Based on this, gaps and opportunities for content improvement were identified. Vehicle specifications were automatically linked to keywords using VLOOKUP logic in a Google Sheet. This data fed AI prompts that generated content via the OpenAI API — including internal links and HTML sitemaps. Publishing was done directly from the spreadsheet to WordPress via JavaScript, with minimal manual input.

From generic content to brand-focused, data-driven depth

Smartly responding to search intent

Where previous content remained superficial, Dutch Vans used this approach to enrich every PLP with relevant specifications, unique features, and high-intent commercial keywords. By intelligently linking first-party data from the merchant feed to search behavior, they created pages that better matched user needs than those of the market leaders.

Every page connected through a smart HTML structure

Internal links, automatically generated

By clustering pages by model, brand, or segment, the internal link structure could be automatically generated via ChatGPT. HTML sitemaps placed at the bottom of the content improved both indexability and user experience — without the need for a developer or SEO specialist.

From time-consuming manual work to a reusable SEO infrastructure

Scalable method, minimal time investment

What started as an experiment in content automation evolved into a fully reusable method. All logic — scraping, prompts, content placement — is repeatable in other markets or with similar PLP structures. The output wasn’t just faster and more cost-effective; it also delivered higher quality and better results.

“They showcased how cutting down a large number of working hours through AI-driven automation delivered exceptional business impact. The smart blend of technical SEO, AI-generated content, and automation enabled a smaller brand to surpass major competitors."
Jury Quote - European Search Awards 2025: Best Use of Search – B2B (SEO) (Large) Winner

Recognized by the European Search Awards 2025

The campaign for Dutch Vans was awarded Best Use of Search – B2B (SEO) (LARGE) and also received nominations in the categories Best Use of Search – Automotive (Large) and Best Use of AI in Content. It’s proof that with smart automation, minimal manual effort, and data-driven decisions, you can achieve not only strong results — but also recognition at the European level.

All awards

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