We were nearly invisible to tens of millions of shoppers making purchase decisions in SEO and AI search (GEO & AEO). After years of ownership turnover and fragmented production, Danone's websites had no formal SEO structure. Visible in just 11% of the searches that mattered and supported by under 15 articles a year without content or technical foundations, the enterprise was unready for shoppers moving to AI search.
SEO and GEO is a flagship bet on the digital capabilities roadmap I own for Danone. I built the team structure and the plan for implementing SEO and GEO principles across 18 enterprise websites.
Define the gaps: Started with performance analysis across the portfolio to find where we were losing, then defined the must-win battles across content creation, technical optimizations, and off-site SEO. Then, I investigated why we'd underperformed, uncovering breakages across strategy and production that stripped winning principles out in review cycles.
Sign the right partner: Built the business case, ran the RFP, and signed a new partner for the enterprise's end-to-end organic search cycle. Together we built and shared brand-level opportunity analyses, keyword studies, audits, and a 12-month production roadmap for every site.
Build the internal infrastructure: I spearheaded the build of our cross-functional Digital Ecosystems operating system: standardized briefing, simplified content workflows, templatized page modules, batched production and review cycles, and an AI-ready development pipeline to uphold 15x production scaling while enforcing rigorous SEO and GEO practices new to the enterprise. Content now moves efficiently from proposal through brand, IT, legal, regulatory, agency partners, and deployment on a defined clock instead of an email thread.
Train the enterprise: Ran SEO and GEO trainings for 150+ marketers on why Digital Ecosystems matter, how modern organic search works, and why prioritize it all now. The trainings clarified the compounding value of SEO and GEO and earned the buy-in needed to bring our internal infrastructure to life.
Scale production: With strategy, agency, infrastructure, and buy-in in place, we moved to delivery at scale: 150+ best-in-class articles/year, roughly 1,000 product page updates, and 40+ technical fixes across the portfolio, all optimized for Google and for the AI platforms where our shoppers now do their brand discovery.
4x brand discovery in year one: Danone brands now rank more favorably in Google and in AI platforms at the moment shoppers discover brands.
Tens of millions in value per year by 2027: Sales and media efficiencies attributed to SEO and GEO, compounding as organic performance grows across the portfolio.
A system that sustains itself: 18 websites moving on one roadmap, with 150+ trained marketers who can sustain it.
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