SEO can be tough enough on a local level, but making it work on a global level is when you really can benefit from scaling effects and the full power of SEO as an user acquisition channel. With a case study from one of our clients, I want to show how you can make SEO work on a global scale. Henkel is one of the leading companies within the adhesive industry. With brands such as Pattex, Loctite, Rubson, Unibond, LePage we took on the challenge of moving from a brand-centric way of thinking to a customer-centric approach. Our focus was on upper funnel content, to provide additional information about Henkel’s products and how to use the product portfolio in different scenarios. By doing so, we were able to attract record-high amounts of organic visitors to the Henkel brand websites and become more independent from traditional paid advertising channels.