Assosia – Navigating AI Disruption in Retail Lead Generation

Challenge Overview

In late 2024, Google’s rollout of its AI-powered Gemini overview disrupted the search engine results page (SERP), placing AI summaries at the top of search results.

This change pushed both organic and paid listings lower, leading to a drop in website sessions for Assosia, a key player in the B2B retail sector. Despite appearing high in rankings, Assosia faced a significant challenge in maintaining lead conversions as users began receiving comprehensive AI answers directly on the SERP.

Approach & Strategy

Methodology: KD Web quickly identified that the AI summary did not directly harm conversion rates but impacted overall session numbers. A deep dive into Assosia’s SEO performance revealed that their value-driven content was still getting featured in the AI summaries. This content, optimised over the years, positioned Assosia as a trusted source.

Insights & Tools: By leveraging tools like SEMrush, Google Search Console, and proprietary analytics, KD Web aligned Assosia’s content strategy to not only stay visible in the AI overview but to use it as a credibility boost. We refined their SEO approach to ensure they appeared in Gemini’s AI overview while focusing on long-term content relevance.

Strategy Alignment: The strategy was tightly aligned with Assosia’s long-term goal of remaining an authoritative voice in the industry while driving quality B2B leads. The emphasis on valuable, customer-focused content allowed Assosia to capitalise on the AI disruption rather than be sidelined by it.

Results & Impact

Outcomes: Since October 2024, Assosia saw a remarkable 400% increase in conversion rates despite the drop in site sessions. The AI overview function not only maintained their visibility but also bolstered their credibility with potential clients. Assosia’s content consistently appeared in Gemini’s AI summaries, driving high-quality, relevant traffic.

KPI Impact: The increase in conversion rates, alongside steady keyword rankings within AI overviews, underscored the power of value-driven content. This strategy proved resilient even in the face of disruptive changes, ensuring Assosia remained competitive in its sector.

Additional Benefits: Assosia’s brand authority skyrocketed as it was featured in the AI overview, which elevated its reputation. Their content was perceived as more trustworthy, positioning them for sustained growth in the future.

Summary

KD Web’s strategic, data-driven approach helped Assosia adapt to a disruptive AI-powered shift in search results, turning a potential setback into an opportunity for greater visibility and conversions.

By focusing on value-driven content, Assosia not only weathered the storm but emerged stronger, with a 400% increase in B2B lead conversions. The decision to partner with KD Web reinforced Assosia’s competitive edge in an ever-evolving digital landscape, proving that long-term content strategy remains vital for success.

Client’s Advice: “Stay focused on high-quality, value-driven content, and be prepared to adapt when digital marketing landscapes change. Trust in a strategic partner who can pivot quickly.”