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Across its IQOS ILUMA portfolio, PMI needed to strengthen its SEO foundations while understanding what type of PDP content would deliver the greatest impact. A standardized approach to content was limiting opportunities to improve organic search, engagement and ROI across indirect e-commerce. PMI wanted to move beyond assumptions and establish a more data-driven way to optimize content across markets. This required a coordinated cross-agency initiative that could identify high-performing keywords, put different content strategies to the test and measure whether changes translated into stronger commercial performance.
The PMI Italy SEO Team partnered with Publicis Global to develop SEO content recommendations, using Profitero+ data to identify high-performing keywords and validate PDP updates. Together, the teams A/B tested two content strategies: detailed, SEO-led content and a simplified, benefit-led approach. Profitero+ then confirmed the updates were live on Amazon and measured performance, helping PMI connect content changes directly to results.
The results gave PMI evidence to inform future content optimization decisions. The A/B test confirmed titles play a stronger role in driving engagement whereas bullet points tend to better support conversion.
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