European Search Award Winner 2025
Best Use of Search – FMCG (Large)
How HG conquered the SERPs with AI
How HG conquered the SERPs with AI
D2C (Direct-2-Consumer)
Search
+ 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
Awards
European Search Award Silver 2025
Best Use of AI in Content
"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
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.
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
Video
Erkend door de European én Global Search Awards 2025
Our collaboration with HG proved that innovation and performance go hand in hand. In an industry where competition is fierce, we didn’t just reach the top of the SERPs we were recognized for it too.
At the Global Search Awards, we won the award for Best Use of AI in Content. And at the European Search Awards, we took home silver in the same category. As if that wasn’t enough, our SEO strategy for HG also earned a European Search Award for Best Use of Search – FMCG (Large).
These wins confirm what we already knew: with smart automation, relevant content, and data-driven decisions, you raise the bar for both FMCG and AI-driven marketing. This recognition proves that technology only truly delivers impact when it’s used with a sharp focus on content relevance and user intent.
No tricks. No shortcuts. Just a solid strategy that works.
