Kimberly-Clark isn't just selling diapers and tissues; they're managing a digital fortress that captures over 180,000 monthly visits from a brand built on physical shelf space. Their website reveals a fascinating tension: a heritage company with $19.3B in revenue treating its web presence as a critical infrastructure, not just a digital brochure.

"The 53% organic traffic split reveals their true digital strategy: they're not chasing clicks, they're capturing intent from a brand that's already ingrained in daily life."

The tech stack tells the story of a company that's modernizing without overhauling. jQuery and Bootstrap remain the backbone—stable, reliable, and enterprise-tested. But the presence of Tailwind CSS and Cloudflare suggests a layer of modernization happening in parallel. It's a hybrid approach: keep the legacy systems running while incrementally improving the frontend experience.

• Brand equity is so strong that 36% of traffic is direct—users don't need to search for 'Kleenex' or 'Huggies' parent company
• The 1.4M backlinks suggest massive SEO authority, yet they rank for generic terms like 'kimberly' (21K volume) rather than product-specific keywords
• Careers page is a top destination (770 monthly searches)—indicating strong employer brand in a competitive talent market