This is the fourth edition of our WaterWipes journal, in which we detail the valuable work undertaken as part of our ongoing digital partnership. WaterWipes are a leading global provider of pure wipes for sensitive skin. Founded as an Irish company, they compete across 18 markets, serving as an industry leader across the globe.
Since Kooba began working with WaterWipes in late 2024, we’ve delivered a range of evidence-based design improvements to their website. This work ranges from the newly-launched Skin Care Hub which generated over 500,000 impressions, to careful additions to the existing WaterWipes visual brand.
However, some of our most valuable work has been conducted by the Kooba development team, who have worked with WaterWipes’ SEO partner, Core Optimisation, to deliver transformative increases in organic traffic for the website suite.
From January 2025 to September 2025, the WaterWipes website has seen an incredible 1008% increase in organic traffic, contributing towards a 136% increase in the number of key events across the website.
The basics of backend optimisation
Given the status and reach of the WaterWipes brand, it was a surprise to see content rank poorly on search engines. Yet when Kooba began work with the WaterWipes website, it seemed as if several pages were almost invisible to users. A major cause of this was a lack of indexing. This means that whilst pages and content were published on the WaterWipes website, they were not officially listed (AKA indexed) with Google or other search engines.
To resolve this, Kooba’s backend development team ensured that all WaterWipes content was properly indexed, allowing it to finally be shown to users making relevant searches. This drove a considerable increase in traffic, with organic users up by 733% and sessions rising by 665%.
Gaining traffic from AI sources
In order to future-proof traffic acquisition for WaterWipes, Kooba have also begun optimising the website for AI sources. By working together with Core Optimisation, we have developed a methodology for tracking mentions, brand sentiment, and inbound traffic from AI tools such as ChatGPT.
To improve the frequency of AI-mentions for WaterWipes, Kooba have ensured that the platform is fully discoverable for every tool, in particular by adding relevant schema to various product pages. This enrichment of WaterWipes content has been effective, with the WaterWipes brand being featured in almost 900 AI overviews across various platforms.
Continued growth and adaptation
The WaterWipes website has seen a series of improvements over the past year, resulting in continued growth from both conventional search and AI traffic sources. Kooba are excited to continue optimising the website suite, delivering value to a global audience and driving success for an exceptional Irish brand.
