Client: DEPT (Reckitt Brands)
SEO & GEO Strategy for Global Consumer Health & CPG Brands
SEO & GEO Consultation
Ongoing Project
Executive Summary & Core Pillars
Aid with the comprehensive SEO, GEO, and technical architecture strategy for a portfolio of multi-billion dollar brands under the Reckitt umbrella, including Lysol, Mucinex, Finish, Schiff Vitamins, Delsym, Biofreeze, and K-Y, among others.
The project focused on transitioning traditional organic search performance into AI-engine readiness (LLMs), resolving complex technical issues, and mapping brand authority across highly competitive health and consumer goods sectors.
LLM & Search Authority Audits
Audited the editorial and media ecosystems shaping brand visibility across LLMs and organic search. The objective was to evaluate whether the current backlink profile provided a strong enough authority baseline to compete in health-related search environments, and to identify where competitors were being cited while our brands were missing.
The analysis was structured across two dimensions: Product Category and Funnel Stage (TOFU, MOFU, BOFU) to identify where authority matters most. This ensured our content framework targets high-authority publishers frequently cited by AI Answer Engines.
Technical PDP Optimization & Keyword Cannibalization
Executed a deep-dive technical and on-page SEO audit of Product Detail Pages (PDPs) to resolve critical keyword cannibalization issues and consolidate fragmented URL structures (variants, sizes, and flavors) into high-authority URLs.
We also applied precise medical-intent analysis to distinguish between truly duplicate pages and distinct medical indications, ensuring maximum content utility and structured data readiness (Schema Markup).
Post-Migration Technical Check-up
Performed a comprehensive post-migration SEO audit following a site migration to ensure platform stability, data integrity, and organic performance continuity.
Driven by Google Search Console insights and Screaming Frog, the audit systematically compared pre- vs. post-migration performance (clicks, impressions, and ranking deltas). Key areas validated included trailing slash consistency, redirect loops, canonical alignment, internal link depth changes, and indexation status anomalies.
Content Clean-up & SERP Opportunity Mapping
Developed data-backed, LLM-first new content proposals for K-Y, Biofreeze and Delsym focusing on user intent, medical compliance, and structured retrieval suitability.
Simultaneously, implemented a content clean-up and SERP opportunity mapping framework. Using custom XPath extractions in Screaming Frog, we mapped historical metadata, header hierarchies (H1–H6), and backlink profiles. This data was run through a custom formula to score low-hanging fruit visibility opportunities across SERP Features like Featured Snippets, PAA (People Also Ask), and Video Carousels, etc.
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