How Wolters Kluwer Transformed Its SEO With Sitecore


As a leading global provider of professional information, software solutions, and services, Wolters Kluwer helps its customers make critical decisions every day. The company provides vital content and expert solutions for professionals in the healthcare, tax and accounting, risk and compliance, finance, and legal sectors.

Its wide range of digital products and services empower professionals across industries to improve efficiency, manage risk, increase productivity, and ultimately deliver better outcomes.

However, with such a broad portfolio, spanning both digital and print assets, Wolters Kluwer faced challenges with SEO and managing a cohesive online presence. The company wanted to improve its visibility and ability to deliver personalized experiences to customers across channels.


After a thorough evaluation process, Wolters Kluwer partnered with Sitecore to overhaul its digital strategy and website infrastructure. By implementing Sitecore Experience Platform (XP) and other supporting Sitecore solutions, the company aimed to:

  • Increase organic visibility and traffic
  • Provide consistent branding and messaging
  • Deliver personalized experiences tailored to individual users
  • Empower marketers to optimize content for different channels
  • Streamline content production and distribution

SEO Performance

Wolters Kluwer is a global leader in professional information, software, and services for health, tax and accounting, governance, risk and compliance, legal, and regulatory sectors.


gain in domain authority


migrated pages

Solution: Consolidating on Sitecore XP for Unified Content and Customer Data

To transform its digital ecosystem, Wolters Kluwer partnered with Sitecore to implement its industry-leading Experience Platform (XP). Sitecore XP provided a single CMS to consolidate and manage content across Wolters Kluwer’s portfolio.

By migrating all of its brand sites onto this unified platform, Wolters Kluwer was able to:

  • Centrally manage content production and distribution
  • Optimize content for greater discoverability and reuse
  • Eliminate duplicate content issues
  • Implement global search to surface content across properties
  • Develop consistent on-brand experiences
  • Track customer interactions and unify data insights

Sitecore XP’s flexible architecture was critical in supporting Wolters Kluwer’s complex digital footprint. The platform allowed IT and business users to design granular customer journeys while consolidating back-end infrastructure. Marketing teams gained an end-to-end view of engagement across channels to optimize experiences.


Specifically, Sitecore XP is able to provide the following capabilities:

  • Robust CMS and authoring tools: Content authors can easily publish and update content across brands with reusable components, workflows, and content modeling. Dynamic publishing enables omnichannel distribution.
  • Personalization engine: Sitecore XP analyzes customer data and behaviors in real-time to deliver personalized experiences across channels. Advanced rules, A/B testing, and analytics optimize engagements.
  • Unified customer profiles: Contact and interaction data is captured from all sites and apps into a single view of each customer, providing a reliable source for personalization and measurement.
  • SEO enhancements: Out-of-the-box features like search-friendly URLs, structured content, and XML sitemaps improved discoverability. The SXA rendering engine also optimized page load speed.
  • Federated search and aggregation: Solr search indexes connected content across brands while filtering out duplicates. Site aggregator pulled data from various platforms into personalized views.
  • Scalability and security: Built to support high traffic Fortune 500 sites, Sitecore XP provided reliability, load balancing, failover, and enterprise-grade security.

By consolidating onto Sitecore XP, Wolters Kluwer gained a future-proof platform capable of supporting its diverse digital initiatives while breaking down data and experience silos.

Benefits: Increased Organic Traffic, Higher Engagement, Improved Efficiency

Wolters Kluwer SEO performance

The implementation of Sitecore XP delivered significant SEO and marketing gains across the following areas:

  • increase in organic traffic from search engines by reducing duplicate content, implementing metadata best practices, and leveraging SEO-friendly Sitecore features.
  • growth in site visits by providing consistent on-brand user experiences across all properties to inspire engagement.
  • higher email open rates with personalized, targeted email campaigns informed by unified customer data insights.
  • boost in clickthrough rates by tailoring on-site content and navigation based on individual interests and behaviors.
  • faster site-wide page load speeds through SXA rendering optimizations, enhanced hosting infrastructure, and media management integrations.
  • Faster content production with intuitive authoring environment, reusable components, and omnichannel publishing. Empowers more impactful content strategies.
  • Improved content discoverability and reuse through connected content, federated search, and global analytics on performance.

By consolidating content and customer data onto Sitecore XP, Wolters Kluwer was able to transform fragmented websites into an intelligent digital experience platform. Unified content, insights, and infrastructure enabled the optimization of experiences across the entire customer lifecycle.

Personalized Experiences Across Channels

Sitecore’s experience management capabilities allowed Wolters Kluwer to coordinate contextual interactions across its portfolio with the following initiatives:

  • Personalized product recommendations based on previous site activities, order history, segment, specialties, and saved preferences
  • Tailored homepage promotions and navigation menus matching individual interests and customer journeys
  • Email campaigns and nurture tracks aligned to behaviors like content downloads, site searches, or abandoning purchases
  • Contextual self-service support with knowledgebase suggestions based on topics visited
  • Targeted ads across web properties relevant to blog content consumption and specialty
  • Expanded search results to include related content recommendations along with organic matches
  • Improved checkout experiences pre-populating forms if a customer was logged in

With intelligence derived from behavioral and CRM data, Wolters Kluwer could now craft coordinated experiences optimized to each individual’s needs. Contextual personalization at scale helped drive higher engagement and loyalty across its brands.

Simplified Content Management and Distribution

By centralizing content onto Sitecore XP, Wolters Kluwer standardized workflows, production tools, and distribution mechanisms across business units. Key improvements included:

  • Global content calendars and workflows aligning teams, campaigns, and launches
  • Unified authoring environment and reusable content accelerating production and enhancing consistency
  • Reduced reliance on IT teams for basic content changes and asset management
  • Dynamic print and digital publishing syndicating optimized content to all channels
  • Connected Microsoft Dynamics CRM data for contextual content and smarter distribution
  • Federated search, taxonomies, and tagging simplifying content discovery and reuse
  • Centralized analytics for optimizing content performance across brands and driving better ROI
  • Third-party integrations such as translation management, DAM, and marketing automation

With streamlined content operations, Wolters Kluwer could scale content more efficiently while maintaining brand and regulatory compliance. Enabling non-technical users to easily update content directly without IT support drove significant productivity gains.

Conclusion: An Intelligent Foundation for Digital Transformation

By partnering with Sitecore, Wolters Kluwer gained an agile experience management solution capable of driving continuous improvement across its global web presence. The implementation provides a model for how other large enterprises with complex digital ecosystems can achieve similar benefits.

In summary, by consolidating its web properties onto Sitecore, Wolters Kluwer was able to:

  • Increase organic visibility and traffic through improved SEO
  • Provide consistent on-brand experiences across channels
  • Unify customer data for coordinated personalization
  • Streamline content production and optimization
  • Lay the foundations for future digital growth

For companies struggling with fragmented web presences and siloed data, the Wolters Kluwer example highlights the powerful capabilities of modern digital experience platforms. With the right technology partner, enterprises can transform disjointed digital ecosystems into intelligent, high-performance platforms that engage users and drive business impact.