American Bath Group Aligns Portfolio-Wide SEO Strategy Across 35 Brands
Konabos is not a vendor. They are a partner. In our partnership, there is a genuine concern for the individuals and our organization at American Bath Group.
Akshay and his team at Konabos have been instrumental in helping support and advance our digital platform. More importantly, they listen to what direction we want to go and offer options and solutions to us. They are true partners in every sense, and we're thankful for them.
Michael D'Orio
Director of Marketing
Project Brief
Konabos partnered with American Bath Group to assess, align, and evolve SEO practices across its brand portfolio. The engagement focused on establishing a shared, customer-centric SEO strategy that could scale across more than 35 brand websites while enabling individual marketing teams to execute effectively.
The work included portfolio-wide SEO audits, collaborative strategy workshops with ABG’s marketing teams, and the creation of a phased execution framework designed to support ongoing optimization, governance, and long-term growth.
Challenges
ABG faced several challenges managing SEO at portfolio scale:
• Inconsistent SEO maturity across brand websites
• Varying technical and content standards
• Limited portfolio-level visibility into SEO performance
• Decentralized marketing teams and workflows
• The need to balance quick wins with long-term strategy
Our Approach
Portfolio-Wide SEO Discovery
Konabos conducted SEO audits across priority brand websites to establish a clear understanding of the current state. These audits evaluated:
• Technical SEO health including indexing, metadata, structure, and performance
• Content organization and alignment with customer intent
• Keyword targeting and competitive positioning
• Platform and process limitations impacting organic performance
This discovery phase helped distinguish quick wins from structural or operational improvements.
SEO Strategy Workshops
Rather than delivering findings in isolation, Konabos facilitated collaborative SEO workshops with ABG’s marketing stakeholders.
These working sessions focused on:
• Defining customer-centric SEO goals at both brand and portfolio levels
• Aligning SEO priorities with business and marketing objectives
• Educating teams on modern SEO best practices
• Connecting content strategy, personalization, and organic search
• Establishing shared ownership and accountability
The workshops ensured buy-in, clarity, and consistency across teams.
Phased Execution Framework
To support scale and sustainability, Konabos introduced a repeatable SEO execution model that could be applied brand by brand:
• Foundational setup and measurement alignment
• Technical and metadata remediation
• Keyword and content optimization
• Optional content planning and off-site engagement
This phased approach allowed ABG to prioritize brands, manage capacity, and maintain momentum without overwhelming internal teams.
Results
While SEO is an ongoing discipline, the engagement delivered both immediate and long-term value:
- A unified SEO strategy spanning 35 brands
- Improved governance without sacrificing brand flexibility
- Marketing teams enabled to own and evolve SEO initiatives
- Stronger technical and content foundations across digital properties
- A scalable roadmap supporting future growth and optimization
Most importantly, ABG gained a shared SEO operating model that could evolve alongside its digital platforms and marketing ambitions.
Customer Testimonials
Konabos’ recommendations and detailed documents helped us with the cultural shift to make the next moves toward a robust digital future.
John Lurquin
Chief Marketing and Development Officer
Customer Testimonials
Konabos is like an extension of ABG's team. They are honest and trustworthy in highlighting ways we can better utilize our resources to save money.
Marc Lamothe
Director Of Web Technology
Customer Testimonials
Konabos was instrumental in improving the stability and performance of our website. They pinpointed the issues and clearly communicated the plan to resolve them. Konabos also made themselves available for troubleshooting at a moment's notice, which was very reassuring.
Denise Moorcraft
Director Application Services
Customer Testimonials
We were not sure whether updating our legacy systems would help or if we were sunk; Konabos really helped us gain clarity of our options to achieve our envisioned future state.
Holly Keily
Research Department Manager
Customer Testimonials
Konabos demonstrated unmatched expertise in our American Bath Group kiosk development. Their commitment to excellence and timely delivery resulted in a cutting-edge and user-friendly product that elevated our brand and significantly enhanced customer engagement. From design to implementation, Konabos’ dedication to understanding our unique needs set them apart. We highly recommend their services to anyone seeking innovation and “true” collaboration.
Jason Burdette
EVP MarCom and CX
Customer Testimonials
We walked away from meetings with Konabos saying, Wow these are the kind of recommendations that we need and there was no beating around the bush. What really helped deliver the best experience, was the fact that Konabos is personally invested in what we are doing here at Toastmasters.
Bianca Montoya
Design Team Manager
Customer Testimonials
Konabos is not a vendor. They are a partner. In our partnership, there is a genuine concern for the individuals and our organization at American Bath Group.
Akshay and his team at Konabos have been instrumental in helping support and advance our digital platform. More importantly, they listen to what direction we want to go and offer options and solutions to us. They are true partners in every sense, and we're thankful for them.
Michael D'Orio
Director of Marketing
Customer Testimonials
I will not hesitate to select Konabos as a training provider again in future.
Olga Novikova
Manager, Talent Development
Customer Testimonials
Konabos’ recommendations and detailed documents helped us with the cultural shift to make the next moves toward a robust digital future.
John Lurquin
Chief Marketing and Development Officer
Customer Testimonials
Konabos is like an extension of ABG's team. They are honest and trustworthy in highlighting ways we can better utilize our resources to save money.
Marc Lamothe
Director Of Web Technology