Case Study // Driving Growth and Diversification for Great Central Plastics with Website and SEO Expertise
|
Getting your Trinity Audio player ready...
|
Great Central Plastics (GCP), a family-run injection moulding business in Northamptonshire, faced a critical challenge in 2022. With sustainability concerns and bans on single-use plastics gaining momentum, GCP recognised that its reliance on plastic promotional products needed to change. To secure a sustainable future, the company set its sights on diversifying into industrial and automotive sectors—new territory for the business.
This is where PlastikMedia stepped in, using its expertise in SEO and digital marketing in the plastics industry to drive transformative results.
The Challenge
Although successfully operating for over twenty years in its niche, Great Central Plastics’s existing machinery, processes, and industry contacts were deeply rooted in the promotional products sector, an area with growing sustainability concerns linked with disposable or single use plastic items.
Expanding into new markets required significant adjustments, including building online visibility to attract clients in target industries. Great Central Plastics approached PlastikMedia in January 2023 with the goal of enhancing their website’s performance and breaking into these new sectors.
The project had a particular focus on breaking into the industrial and automotive markets and leveraging GCP’s focus on injection moulding with eco-friendly polymers or polymer alternatives, to present the company as a forward-thinking and sustainable manufacturer.
Our Approach
PlastikMedia implemented a tailored search engine optimisation (SEO) and website content strategy to align with GCP’s ambitious objectives.
Starting with a 7-hour-per-month contract, we focused on:
- Keyword Strategy: Identifying and targeting keywords relevant to GCP’s current expertise and new growth sectors.
- On-Site Optimisation: Enhancing website content, improving technical performance, and ensuring pages resonated with search engines and potential clients alike.
- Content Creation: Publishing blogs and news articles to position GCP as a trusted supplier in industrial and automotive markets.
- Technical SEO: Improving page loading speeds, domain authority, and backlinks to strengthen overall site performance.
In December 2023, following impressive results from the first year of SEO, Great Central Plastics decided to increase the contract to 10 hours per month, for even better results. This additional time allowed us to target automotive-specific keywords more aggressively and dedicate more resources to technical improvements, to further drive traffic and enquiries from key market segments.
The Results
PlastikMedia’s SEO strategy delivered exceptional results over two years, helping Great Central Plastics successfully pivot into new industry sectors and secure its long-term future. Key outcomes include:
Search Engine Visibility
- Original Keywords: Visibility increased by 458.69%, with 11 target keywords ranking in the top 3 results and 16 in the top 10 of search engine results.
- Automotive-Specific Keywords: Visibility skyrocketed by 1067.81%, with 15 target keywords in the top 3 and 26 in the top 10 of search engine results.
Website Traffic
- Visitors increased by 165.5% over two years, an increase of over 2000 annual site visitors in 2024 compared to 2022.
- Website enquiries from new customers saw a significant rise, directly driving growth in new target industry sectors, with new projects resulting directly from online enquiries.
Technical Improvements
- Domain authority increased from 15 to 19, boosting search engine trustworthiness.
- Backlinks expanded from ~500 to 3,000+ further strengthening site authority and establishing the website as a valued resource in its niche.
- Page loading speeds improved across the board, enhancing user experience and conversion rates.
Business Impact
- GCP successfully shifted its focus from promotional products to automotive components, eco-friendly materials and new industrial sectors.
- The company secured multiple new contracts from previously untapped clients
- GCP was recognised as a triple finalist at the prestigious Plastic Industry Awards for its work in the eco-moulding sector on developing sustainable lateral flow tests.
- Monthly turnover increased, positioning GCP as a competitive player in more sustainable plastics sectors, and as an expert in moulding with eco-friendly materials.
Great Central Plastics’ Business Development Manager, Kiron Phillips comments: “I’m delighted with the work carried out by PlastikMedia and the results speak for themselves. The team is easy to work with, open to ideas and we have a very transparent and communicative relationship, receiving regular updates on progress and future plans.
“Our investment has paid for itself many times over, which is why we increased our monthly spend after analysing the first 12-months of the project. I’m looking forward to continued success with the PlastikMedia team in 2025!”
Why SEO Matters
This case study illustrates how SEO can be a powerful tool for growth and diversification. For Great Central Plastics, it wasn’t just about improving search engine rankings—it was about transforming their business and growing the company, setting it up for success for many years to come.
By partnering with PlastikMedia, Great Central achieved a strong online presence in new, strategic sectors, driving meaningful enquiries from previously unknown prospects and enabling a pivot into new markets.
Ready to Transform Your Business?
At PlastikMedia, we specialise in helping plastics suppliers and manufacturing companies grow their online presence, attract more enquiries, and reach new industry sectors. Our combination of plastics industry expertise and digital marketing prowess is a unique proposition, enabling us to deliver exceptional results for clients in our niche.
If you’re ready to take your digital marketing to the next level, contact us today to see how we can help.
Read more news from PlastikMedia here.
+44 (0) 1455 209270
Email
A division of PlastikCity
