FMCG stands for fast-moving consumer goods: everyday products that people buy often and at a low price, such as food, drinks, cleaning and personal care products. In the US the usual term is CPG, consumer packaged goods. Both cover the manufacturers and, in a wider sense, the supermarkets that sell their products.

SEO and digital marketing for FMCG brands and grocery retailers

Q: Do you work with brands and with retail chains?

Yes, with both. For a brand, the work focuses on its products and on what search results and AI answers say about it. For a chain, the full catalogue and the stores come on top, each with its own listing and page.

Q: How do you get a catalogue of thousands of products to rank?

First you need to know which product pages Google can index and which it can't. Then you decide which products need a page with their own text, which can stay out of the index, and how they're arranged in categories. With thousands of products, changes are made through templates and rules, not page by page.

Q: What do you do with hundreds of stores on Google Maps?

We check that every Google Business Profile listing has the right name, address, opening hours and category, and that it links to its store page on the website. In the tracking, we separate visits looking for a store from visits looking for products or information.

Q: Can you measure whether AI recommends an FMCG brand?

Yes, with a fixed set of questions repeated over time. Our tracker asks ChatGPT and other AI assistants through their programming interfaces and records whether they name your brand, in which position and with which link. It measures how the model answers, not what each user sees in the app.

We work on how consumer goods brands and supermarket chains show up in Google and in AI answers: the product catalogue, every store on the map, and the brand.

Talk to us about your brand or chain

For consumer brands and for grocery chains

This page is for two kinds of company. On one side, manufacturers of everyday consumer goods such as food, drinks or household products. On the other, supermarket chains with many stores and a large range.

Their problems look alike. Thousands of products don't show up in search because their pages can't be indexed or have no text of their own. Hundreds of stores each have a Google Maps listing, with opening hours, an address and reviews that someone has to keep up to date. And visit figures mix two different audiences: people who buy or read up on the website, and people who only want the nearest store. Counted together, you can't tell what's working.

If you sell non-food goods or run an online shop, our retail page is the better fit. For restaurants and delivery, see food and restaurants.

What we do for FMCG brands and grocery retailers

A grid of products, most marked as indexable and some greyed out; on the right, categories and groups linking the products.

SEO for large catalogues

We check which product pages Google can index and which it can't, and why. We decide which products need a page with their own text, how they're grouped into categories and how they link to each other, with specifications the tech team can apply at scale.

Local visibility for store networks

We sort out the Google Business Profile listings of every store and the store pages on the website, so each one shows correct details and can be found in nearby searches.

Three assortment topics, wine, freshness and quality, lead to the sections of a page that exists in several versions.

Content on range and brand

We write and structure content about what you sell and what sets you apart, for example wine, fresh produce or quality, in each market's language.

AI visibility by market

Our tracker asks ChatGPT and other AI assistants, through their programming interfaces, the questions your customers ask. For each answer we see whether your brand appears, in which position, whether your site is linked and which of the competitors we've agreed with you show up. The measurement repeats weekly or more often, depending on the plan.

A case from the sector

From 2014 to 2016 we worked almost as the client's digital department, with our team regularly in their offices. We covered consulting, SEO, content, local SEO and paid campaigns for the main website and two companion sites. We made 2,657 catalogue products indexable, set up a KPI matrix that separated website traffic from traffic heading to the stores, and created content on wine, fresh produce, quality and the brand itself. Project results, according to the results presentation to the client: visits up 50.4%, organic sessions up 46.4% and direct sessions up 47%.

What AI visibility looks like

The image shows our tracker's real interface with sample data, not a client's. The sample question is "Which supermarket has the best value wines?". For each answer you can see whether it names the brand, in which position and whether it links to the brand's site. We measure what the model answers through its programming interface, not what each user sees in the app.

How we work

Measure

We start with an audit of the catalogue, the store listings and the tracking, plus a first measurement of AI visibility in the chosen markets.

Prioritise

Together with your team, we rank the changes by what they can move and what they cost.

Implement

We work with your in-house team, your agency or your web provider, and hand over specifications they can apply directly.

Report

A report shows what has changed in organic search, in the stores and, depending on the project, in AI visibility.

Frequently asked questions

Do you work with brands and with retail chains?

How do you get a catalogue of thousands of products to rank?

What do you do with hundreds of stores on Google Maps?

Can you measure whether AI recommends an FMCG brand?

What does FMCG mean?

Shall we talk about your brand or chain?

Tell us what you sell, in how many stores and in which markets.

Manuel Riveiro

CEO & Digital Strategist