Taylor Farms is North America's leading producer of salads and packaged produce. Intrepid's SEO and content teams collaborated to execute a content strategy that resulted in Taylor Farms being cited in AI Overviews for hundreds of keywords and driving a substantial increase in organic traffic.
AI Overviews are a rapidly growing aspect of search engine results, dominating the top of SERPs, pushing down traditional paid and organic search results, and driving the evolution of zero-click searches.
While AIOs may reduce overall organic traffic, they also have the potential to increase qualified visitors who are more likely to engage with a website's content. Being cited in an AIO earns zero-click visibility for brands, and focusing content on answering targeted queries also improves a site's chances of being sourced by AI platforms like ChatGPT and Perplexity.
Almost all keywords (99%) that trigger AIOs are non-branded. Intrepid's SEO team and content team kicked it off by researching salad-related queries with solid search volume, identifying target questions such as "What's the healthiest salad?" and "What's in spring mix?"
The content team drafted informative content answering these questions with thoughtful, unique, but easy-to-understand copy in the form of blogs, FAQ entries, and a new combo landing page that features products, recipes, and common questions in one place.
We hypothesized that answering the questions directly and succinctly right at the top of the blog page would be more likely to facilitate AI paraphrasing. After that summary, the blogs went into more detail with images, recipes, tips, and product suggestions.
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