International SEO & Performance Marketing

Nestlé: Multi-market SEO and paid-media program across 9 countries and 4 languages

A Nestlé brand portfolio needed coordinated SEO and paid-media operations across North America, EU, and LATAM — without duplicate content, broken hreflang, or wasted spend on overlapping keywords between sister brands.

Industry: Global CPG / Multi-brandScope: International SEO & Performance Marketing
+96%
Organic sessions (EU markets)
−$210K
Quarterly wasted paid spend
98%
Indexation restored
Challenge

The problem

Nine country sites running on three CMSes, three agencies bidding on overlapping branded terms, and hreflang implemented inconsistently caused a 38% organic indexation drop and ~$210K/quarter in cannibalized paid spend.

Stack
GA4LookerServer-side GTMMeta CAPIGoogle AdsAhrefsScreaming Frog
Approach

What we shipped

  • +Full hreflang + canonical audit across 14,000 URLs; rebuilt sitemaps with x-default fallbacks
  • +Consolidated paid-media account structure under a single negative-keyword governance layer to kill brand-on-brand cannibalization
  • +Localized — not translated — top-50 commercial pages per market with native copywriters and schema in target locales
  • +Implemented server-side GTM + Meta CAPI per market with consent-mode v2 for EU compliance
  • +Built a quarterly market-parity dashboard (Looker) reviewed with global brand leadership
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