Cooking Up Conversions

AI search has arrived fast and hard, reshaping the way people find information online. In under a year, Google’s AI Overviews jumped from appearing for 10,000 keywords to over 172,000, while CTRs for the #1 organic result plummeted 32% according to Search Engine Journal. For brands, it sparked a pressing question: if clicks are disappearing, how do we protect search visibility and drive real business outcomes?

When Greenpark and Unilever Food Solutions (UFS) began working together in 2023, the goal was clear: grow organic visibility across local sites globally and empower internal SEO teams to sustain it. But as AI Overviews began surfacing UFS content without clicks, the brief evolved. Visibility was no longer enough; traffic had to convert.

Our answer: a strategy shift from clicks to commercial outcomes. We maintained page-one dominance while optimising every touchpoint for product referrals, sales, and account sign-ups. Through AI-ready content, journey-to-conversion mapping, and a competitive performance culture across markets, we turned passive visibility into active engagement.

The result was a marketing strategy that worked harder. Transforming visibility into tangible commercial impact. For UFS, it meant not just surviving the shift to AI search but thriving in it. Delivering a model of marketing effectiveness where every optimisation moves the business forward.