Lipton Teas & Infusions · US market · 2023
How Lipton Teas & Infusions went from zero to 7,900 monthly visits in 5 months
A case study on international SEO strategy, multi-audience architecture, and brand launch, for one of the world's most recognised tea brands.
The situationWhen the Ekaterra group rebranded its tea portfolio under the name Lipton Teas & Infusions, it needed more than a new logo. It needed a new digital presence, built from scratch, before a single URL went live.
The Netherlands-based group launched liptonteas.com as the public face of the group: a corporate hub for investors, press, retail partners, and job candidates in the United States. The challenge was navigating a minefield of brand confusion. The Lipton name carries enormous global recognition, but it's shared with PepsiCo's Lipton Iced Tea, and the former parent company Unilever. Any SEO misstep would either attract the wrong audience entirely, or cannibalise the group's individual brand websites.
This wasn't a project where you could translate a keyword list and go live. The site needed a clear SEO architecture and content strategy before launch.
Key results7 900
Monthly visits worldwide
Reached within 5 months of launch, through organic search alone
#1
Google US rankings
For every primary employer brand query at launch
5 months
From zero to visibility
No paid traffic. No existing domain authority. Strategy-first.
What the work coveredEmployer brand competitive analysis
Mapping the FMCG talent landscape in the US to understand how Lipton T&I could position itself deliberately, not generically.
US keyword research, audience by audience
Built from scratch and covering careers, investors, press, and retail partners as separate research layers, with an explicit exclusion strategy for irrelevant queries.
SEO strategy and content architecture
Page-by-page recommendations covering URL structure, search intent mapping, internal linking logic, and content migration guidance from the old Ekaterra site.
Free downloadGet the full case study
The complete document covers the strategic approach, keyword rankings, traffic data, and three transferable principles for any multi-audience corporate SEO project.
Inside:
The full three-phase strategy, from competitive analysis to content recommendations
Keyword rankings table and traffic growth chart
Key takeaways for brands navigating complex brand ecosystems
What worked, and why the architecture held
"Alizée is a pleasure to work with. She's a good listener, responsive, organised, and above all, very expert in her subjects. We've been able to work together on both international SEO for Lipton and local SEO for smaller businesses. The deliverables are very detailed and clear, and Alizée is always super available.
I highly recommend her."
— Nelly Roos, Queen Communication
(Agency partner on the Lipton project)Working on a multi-market SEO project?
Whether you're navigating a rebrand, entering a new market, or building employer brand visibility from scratch — a clear SEO strategy, built before you go live, is the difference between traffic that converts and traffic that doesn't.