GreenMobility
Organic search became GreenMobility’s growth engine in the AI era
The situation
The challenge
GreenMobility reached profitability in 2024 through a sharp focus on its home market. The next ambition was to turn that stronger bottom line into a growth engine, but three barriers stood in the way. Search impression share was low compared with international competitors such as Avis and Hertz. Paid channels were expensive. And Google AI Overviews threatened to reduce organic click volume in a category such as car rental.
What we did
Together with GreenMobility, we focused on real search behaviour rather than generic terms. We built new landing pages targeting specific intents close to the customer’s situation, such as renting a van near Bauhaus or IKEA. At the same time, we tightened the site architecture so the most important pages became easier for both users and Google to find, and placed them in the primary navigation. In short, we met customers where the search actually happens.
The result
Organic search became a growth engine. Click volume from generic searches increased by 63%, app clicks from organic search rose by 60%, and the result represented approximately DKK 3 million in media value that would otherwise have required paid advertising. Traffic to selected landing pages increased by up to 308%. It became GreenMobility’s strongest year to date: revenue grew by 20% to DKK 154 million, while EBITDA increased by 56%.
The approach
Map real search intent · Build intent-led landing pages · Make priority pages discoverable
Map real search intent
Prioritised specific customer situations over broad and expensive generic terms.
Build intent-led landing pages
Created pages for searches close to action, including van rental near major retail destinations.
Make priority pages discoverable
Improved information architecture and surfaced the most important pages in primary navigation.
The results
Numbers that held up after the project closed.
From approximately 20,000 to approximately 33,000 clicks from generic searches.
From approximately 23,000 to approximately 37,000 clicks directly to the app.
The same number of app installs would cost approximately DKK 3 million through paid channels.
Up to 400% more app clicks. Valuable-action rate grew from 11% to 17%.
The pattern
GreenMobility's pattern applies
to every organisation.
It might be email routing, invoice processing, support ticket triage, form classification, or customer enquiry handling. Work a person does because the system hasn't been taught to do it yet.
This case is relevant if your team...
- Intent beats volume. Specific customer situations delivered more app clicks than broad and expensive generic terms.
- Organic search has a price tag. The same app installs would cost approximately DKK 3 million through paid channels.
Is your team doing work like this?
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