How Topic Ownership Made Organic Search WaterWipes’ #1 Traffic Source

WaterWipes is one of the world’s leading baby wipe brands, trusted by parents in more than 50 countries. Following a period of reduced organic visibility, the brand needed to rebuild its search presence, strengthen authority and reconnect with parents across an increasingly fragmented search landscape. The opportunity went beyond improving rankings, as parents were searching for trusted information and advice long before they were ready to purchase. WaterWipes needed to become part of those conversations across both traditional and emerging search experiences.

We developed a human-centred search strategy built around the questions and concerns parents were actually searching for. Rather than focusing primarily on individual keywords or product-led content, the approach strengthened WaterWipes’ authority around important baby skincare topics. The strategy was designed for the changing search landscape, helping WaterWipes become more discoverable across traditional Search, AI-powered experiences and wider digital discovery.

Core Optimisation developed a dedicated skincare content programme supported by the technical and structural improvements needed to strengthen search authority. This brought content, organic search and emerging AI visibility into one connected approach, supported by ongoing measurement of brand and non-brand performance. The result was a stronger search presence and a growing role for WaterWipes as a trusted source of skincare information for parents.