For the J&J brands Johnson’s Baby, Listerine, Carefree, Neutrogena and Johnson’s Adult, J&J approached us with the following problems:

  • Regional brand websites not ranking
  • Low organic traffic volumes
  • High spends on PPC

The target markets were UAE, Kuwait, Egypt and Saudi Arabia and the target audience was English and Arabic speaking individuals.


We worked closely with Johnson & Johnson brand teams to set highly measurable KPIs across each brand, ultimately looking to drive increased organic traffic volumes.

The KPIs were:

  • Ensure 50% plus of chosen keywords rank on page 1
  • MoM increase in impressions and clicks

Secondary KPIs like bounce rate, time on site, page views etc. were closely monitored as they act as indirect SEO ranking factors.

We followed a lengthy and detailed process for each brand, fully auditing their current approach to SEO, content, technical setup, detailed keyword research and competitive analysis.

Technical Audits: In-depth technical audits were carried out to improve the Google-ability of all regional brand websites, which included site architecture changes, header tag hierarchy, website speed etc.

Keyword Research: Across brands, we ran a detailed keyword research and user trend analysis in order to drive strategic content roadmaps for each brand

Content: Keyword research showed that search volume was high for lifestyle content and solutions/problems related content. For each brand, we created a content calendar that mapped content articles and keywords to ensure we were aligned with consumer search activity and core brand messaging


We over achieved all our KPIs, in some cases by over 100%! Increase in YoY organic traffic was significant too!







  • 82% of keywords now appear on Page 1 of Google!
  • Bounce rate has reduced from an average of 80% to an average of 52%
  • Time on site has increased from an average of 60 sec to an average of 4 m 12 sec
  • Page views have increased from an average of 1.2 pages to 4.5 pages
  • Organic traffic is now the number one traffic driver across all brands
  • PPC spends have decreased significantly


01 Keong Saik Road, The Working Capitol, Singapore 089109