European Search Awards
Most Innovative Campaign (SEO): Large
From keywords to formats: a holistic search & discovery engine for pan-European growth
From keywords to formats: a holistic search & discovery engine for pan-European growth
+65%
Organic revenue growth YoY
+116%
Growth in organic shopping
40%
Citation share in AI Overviews, #1 geciteerde bron na YouTube
What
Awards
European Search Awards
Best Use of Data (SEO): Large
How
A self-learning search & discovery engine at European scale
The strategy started with understanding the real customer journey, not through a theoretical funnel model but through actual search behavior. Using FolloEngine, Follo's proprietary performance data platform, the team continuously identified where demand emerged, which search formats performed best, and how CROP could be present at every relevant touchpoint.
By combining SERP data, Shopping data, social content, and AI outputs into a single environment, data determines the winning format before any content is created.
A content roadmap that updates itself
Rather than relying on intuition to decide what content should be produced, Follo built a system that makes those decisions automatically.
Every week, SERP data, social platforms, and community sources such as Reddit are analyzed to identify emerging topics. Each topic is automatically assigned the appropriate funnel stage, content format, and distribution channel. The result is a prioritized content roadmap that refreshes continuously and aligns with real-time demand.
FAQ content across eight markets without duplication
Tens of thousands of automotive refinishing questions are asked across eight markets and multiple languages. Questions such as "How do I polish a car?" and "Wie poliere ich mein Auto?" represent the same underlying intent.
By clustering questions based on intent rather than wording, tens of thousands of queries were consolidated into thousands of unique themes. A localized answer was then developed for each theme within strict brand guidelines.
This resulted in thousands of FAQ pages that are now visible in AI Overviews, People Also Ask results, and ChatGPT answers.
Visibility across every commercial search format
CROP's product catalogue contains tens of thousands of variants per market. To maximize visibility within Shopping results, product titles, highlights, and descriptions were systematically optimized using real-time search and Shopping performance data. Additional product variants were automatically generated for RAL colors and vehicle-specific applications, ensuring alignment with the exact search terms users employ.
At the same time, Follo continuously monitored which queries triggered AI Overviews and where CROP was underrepresented as a cited source. Content improvements were implemented to increase citation likelihood within AI-generated answers, transforming zero-click risk into authority growth.
Scaling category creation
As the catalogue expands, so do search opportunities. Follo built a system that identifies filter combinations and product groups with sufficient search demand to justify dedicated landing pages. After a human relevance review, these pages are deployed at scale, turning catalogue expansion directly into additional organic visibility.
