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SEO Campaign

SEO Campaign

GRAPHIC PACKAGING INTERNATIONAL

As manufacturers of paperboard and paper-based packaging for some of the world's most recognisable food and beverage, and household brands, Global Packaging International (GPI) has an understandably global reach.

With a longstanding relationship spanning several years, EPM had originally designed, built and SEO optimised the domain for GPI Europe. A new requirement to merge the Europe site with the international version meant a fresh challenge in maintaining organic search rankings and traffic while combining the two sites.

22%

more coverage in the top 5 positions of google

25%

increase from organic users

65%

increase to impressions in Google

Working with GPI, we implemented redirection best practices and performed key phrase research optimisation for each website section. Our strategy also involved reviewing backlinks and updating target URLs to eliminate redirect issues, ranking instability or ranking loss that could arise from merging the two websites. The result was a 25% increase in organic sessions, 11% increase in organic clicks, and 27% increase in organic impressions year on year.

Additionally, we were tasked with increasing search visibility in all language versions of the site and improving performance in a variety of locations. By implementing language target meta tags and setting up Google Search Console for international targeting, we have been able to broaden search visibility across targeted regions with notable gains in organic traffic across all regions.

"Working with Graphic Packaging has been a rewarding and valuable experience. Team work and collaboration has been a key factor in achieving targets and increasing presence in organic search.

Merging domains is a process that if done incorrectly can potentially roll back years of search engine optimisation efforts. It's crucial that all best practice steps are followed and our methodology meets this requirement. A seamless switch was achieved with no SEO interruption or significant change in levels of site flow and traffic.

Matt Walker, Marketing Executive

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