Kooba Drives a 1008% Increase in Organic Traffic for WaterWipes

WaterWipes are a leading global provider of pure wipes for sensitive skin, trusted by families, healthcare professionals, and retailers across the world. Founded as an Irish company, WaterWipes have grown significantly from their local roots and now compete across 18 international markets. Their position as an industry leader is supported by a clear and consistent message of purity, scientific integrity, and care for sensitive skin. This level of global presence means that every aspect of WaterWipes’ digital experience carries real weight, influencing customer confidence and shaping brand perception across multiple territories.

Kooba began working with WaterWipes in late 2024, with the initial goal of reviewing the overall user experience and identifying opportunities for performance improvements. Since then, our team has delivered a wide range of evidence based design and development enhancements to the WaterWipes website suite.

These improvements were focused on clarity, usability, accessibility, and technical performance, ensuring that the digital experience matches the strength of the WaterWipes brand. One of the most notable pieces of work was the development and launch of the new Skin Care Hub, a dedicated content centre designed to educate and support users with reliable skin health information. This hub has already proven extremely effective, generating more than 500,000 impressions within the first phase of activity. Its success demonstrates the appetite among global users for trustworthy, well presented resources that address common skin care concerns.

Beyond the Skin Care Hub, Kooba have continued to refine and strengthen the visual language of WaterWipes’ digital presence. This includes thoughtful updates to imagery, content formatting, and user interface components. All of these efforts were designed to complement the existing WaterWipes brand without disrupting the visual identity that customers worldwide recognise and rely upon. Subtle enhancements, applied consistently across multiple markets, create a cleaner and more intuitive experience for users.

However, some of the most impactful improvements to WaterWipes’ digital performance have taken place in the background. Kooba’s development team, working in close partnership with WaterWipes’ SEO specialists at Core Optimisation, have focused on the essential technical foundations that support long term organic growth. This collaborative approach combines strategic SEO insight with targeted development work, resulting in significant gains in organic visibility, search rankings, and user engagement.

The scale of this progress has been remarkable. From January 2025 to September 2025, the WaterWipes website achieved a 1008 percent increase in organic traffic. This growth is not only impressive in theoretical terms but also meaningful in practical outcomes. It has contributed directly to a 136 percent increase in key events across the website, including actions that support brand goals, customer education, and product discovery. These improvements offer a clear demonstration of how technical optimisation, when executed strategically, can drive measurable value for a global brand.

The basics of backend optimisation

A major part of this success came from addressing the fundamentals of backend optimisation. Given the scale and reach of the WaterWipes brand, it was surprising to see important content performing poorly on search engines when Kooba first began working with the site. Several pages were ranking far below their potential and some were almost invisible to users. A core issue behind this visibility problem was a lack of indexing. Although content existed on the website, it was not always officially registered with Google or other search engines. In practical terms, this meant that high value pages were not being shown to users who were actively searching for relevant information.

To resolve this, Kooba’s backend development team implemented a structured indexing process that ensured all WaterWipes content was discoverable and correctly categorised by search engines. Once indexing was fixed, these pages began appearing for meaningful search queries, allowing users to find them naturally. This single foundational improvement contributed to a sharp rise in traffic, with organic users increasing by 733 percent and sessions increasing by 665 percent.

This phase of work reinforces an important principle. Even well designed and well maintained websites can experience hidden issues that impact how search engines interpret and display content. When these issues are resolved with precision, the results can be dramatic. For a brand like WaterWipes, where authority, trust, and visibility are essential to the customer journey, ensuring proper indexing is not only a technical task but a strategic necessity.

Gaining traffic from AI sources

In addition to strengthening traditional search performance, Kooba have also focused on preparing the WaterWipes website for a rapidly evolving digital landscape. Traffic from AI powered tools is becoming increasingly influential, and brands that invest early in AI visibility will have a clear advantage as user behaviour continues to shift. To future proof WaterWipes’ digital presence, Kooba and Core Optimisation have developed a joint methodology for tracking AI mentions, brand sentiment, and inbound traffic from conversational platforms such as ChatGPT. This approach allows WaterWipes to monitor how their brand appears across AI environments, how often it is recommended, and what types of queries it is linked to.

To increase the frequency and accuracy of WaterWipes mentions within AI generated content, Kooba have updated the site with enhanced schema and metadata across key product pages. This structured information improves discoverability and provides AI tools with clearer, more reliable data to reference. As a result of this work, the WaterWipes brand has been featured in almost 900 AI overviews across a variety of platforms. This establishes a strong foundation for long term visibility as AI driven discovery becomes a core part of how users seek information.

This work also represents an important shift in how digital strategies are being approached. Traditional SEO remains essential, but AI based discovery is becoming a complementary search path that requires its own structure and methodology. WaterWipes are well positioned to benefit from this shift.

Continued growth and adaptation

The WaterWipes website continues to grow and adapt, benefiting from a steady stream of improvements across both design and technical performance. With rising traffic from traditional search engines and increasing visibility across AI sources, the WaterWipes digital ecosystem is now positioned for long term success. These improvements reflect the shared commitment of Kooba, WaterWipes, and Core Optimisation to build a digital environment that supports global customers with clarity, reliability, and ease of use.

Kooba look forward to continuing this partnership, delivering strategic enhancements that support a global audience and drive meaningful results for an exceptional Irish brand.