How HG conquered the SERPs with AI

D2C (Direct-2-Consumer)

+ 6,5 million

impressions on informational search queries

0 to 1014

top 3 positions in Google

What?

More organic traffic and reseller clicks without a webshop of their own

HG aims to be visible online for queries like “how to clean a burnt oven” or “how to remove grease stains from clothes”—questions where consumers are actively seeking immediate solutions. Since HG doesn’t sell directly through its website, the focus was on building authority, increasing visibility, and driving clicks to resellers. The goal: dominate People Also Ask boxes and informational searches through a scalable and cost-efficient approach.

Awards

European Search Award Winner 2025

Best Use of Search – FMCG (Large)

European Search Award Silver 2025

Best Use of AI in Content

How?

An AI-Driven workflow for scalable SEO content

Follo (formerly OrangeValley) developed an AI-based content strategy focused on People Also Ask queries. Through scraping and clustering, over 40,000 questions were grouped into 600 themes. These were linked to HG’s knowledge base, user manuals, and product data to ensure every answer was well-founded and relevant.

Using OpenAI Embeddings, Claude AI, and a smart prompt structure, each page was built around four key elements: a direct answer, explanation of causes, general solutions, and HG’s solution as a subtle conclusion. The output was automatically formatted in HTML for direct publication.

"A brilliant fusion of technology and strategy, the well-researched approach, innovative use of ‘PAA’ queries, and AI-driven automation showcase exceptional initiative. A masterclass in how creative thinking and technical execution can drive outstanding results."
Jury Quote - European Search Awards 2025: Best Use of Search – FMCG (Large) Winner

From search query to problem solving, with HG as the natural outcome

A structure both Google and users understand

All content followed a fixed structure: answer, cause, solution, HG solution. This ensured maximum relevance, optimal indexability, and credibility, allowing HG to conquer the SERPs organically, without a promotional tone.

“We were impressed by how they maximised a small budget while handling vast amounts of data and overcoming challenges using various machine-learning tools. Their ability to effectively harness AI to work smarter for them was particularly noteworthy. We appreciated the campaign’s scalability, making it adaptable for other countries and potentially even different industries.”
Jury Quote - European Search Awards 2025: Best Use of AI in Content Silver

Recognized by the European Search Awards 2025

HG’s SEO strategy was awarded the European Search Award for Best Use of Search – FMCG (Large). We also took home silver in the category Best Use of AI in Content. A powerful validation that smart automation, relevant content, and data-driven decisions can consistently raise the bar in both FMCG and AI-powered marketing. This case proves that innovation and performance go hand in hand.

Also nominated in:
– Best Use of Search – B2C (SEO) (Large)
– Best Low Budget Campaign (SEO) (Large)
– Most Innovative Campaign (SEO) (Large)
– Best SEO Campaign (Large)
– Best Use of Data (SEO) (Large)
– Best Use of AI in Search

All awards

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