A multinational FMCG group’s nutrition portfolio, four brands across Malaysia and Singapore, on sites already carrying roughly 880,000 users a year. At that scale the problem is rarely visibility from zero; it is that technical debt and fragmented structure quietly cap what the traffic can become.
What we did
The work ran as a technical programme across both country domains: audit and remediation, 301 redirect mapping and URL restructuring through a platform migration, meta information rewritten market by market across the page estate, and page-load remediation with before-and-after benchmarking. Crawl-error and broken-link resolution ran as an ongoing process rather than a one-off sweep.
Keyword research operated at category level, pregnancy, confinement, early-childhood nutrition, in both English and Malay, and a forecasting model was held against actuals month by month.
What happened
Organic search grew from 72,572 sessions (June–October 2022) to 104,153 in the same period of 2023, a 43.5% year-on-year increase. Conversions rose from 71 to 87 between August and October 2023, engagement rate held near 71%, and average session duration improved while bounce rate fell.
| Metric | Recorded |
|---|---|
| Organic sessions, Jun–Oct | 72,572 to 104,153 (+43.5% YoY) |
| Conversions, Aug–Oct 2023 | 71 to 87 (+23%) |
| Engagement rate | Held near 71% |
| Portfolio | Four brands, two markets, ~880,000 users a year |
The honest read
Month-to-month traffic on a site this size swings with campaign activity and seasonality, so the year-on-year comparison is the meaningful number, not any single month. The conversion figures are GA4-reported and represent on-site actions rather than confirmed sales. This was also a multi-year, multi-agency environment: the organic programme was one input among several, which is why we report the search-attributable movement rather than claiming the whole commercial result.
Client described by sector rather than named, and every figure is reported exactly as recorded at the time.