Digital Marketing for Label Specialists: GSM Graphic Arts

GSM Graphic Arts Ltd is one of the UK’s largest manufacturers of market-leading labelling solutions, such as metal labels, custom decals, security labels, graphic overlays, digitally printed labels and rating plates. Working with a range of metals and plastics and using premium techniques, GSM Graphic Arts also provides an artwork and design service.

Digital Marketing Brief

GSM Graphic Arts had replaced it’s original .co.uk domain website with a .com site to make the business more visible international. Following the advice from its digital agency at the time, two versions of the website were created: one for France and one for the UK.

Consequently, the creation of these versions resulted in a significant decrease in traffic, enquiries and rankings. The original website was also not redirected to the new versions and substantially impacted business.

GSM Graphic Arts turned to SQ Digital for expert advice and support on how to recover from the drop in enquiries, traffic and search engine rankings.

Digital Marketing Services

Rectify Loss of Business

To remedy the loss of traffic and online enquiries that GSM Graphic Arts experienced, SQ Digital built two independent websites, one for the UK and one for France: www.gsmgraphicarts.com and www.gsmgraphicarts.fr, respectively. Subsequently, SQ Digital also carried out the essential SEO transfers and redirects from the original website to the new ones.

The outcome included an increase in organic search traffic, an increase in unique website visitors and a better quality of enquiries (with large, global companies enquiring with GSM Graphic Arts). Both websites now enjoy good rankings in both France and the UK.

Improved Rankings

Our technical SEO strategy focused on maintaining the new website’s health score by redirecting chains and loops, adding technical optimisation to product pages, and fixing potential issues.

By expanding content for the main category and product pages and optimising blog posts to rank for searchable terms, we improved keyword positions on Google. Many relevant keywords started to rank on the first page of Google, with some at the number 1 position, including “graphic overlays” and “control panel overlays”.

Ten new product pages, under the category ‘Specialist Labels’, were also created and, with our SEO work, these new pages started to rank very well and generate high-quality enquiries. The keywords, which included “underwater labels”, “UV resistant labels”, and “agricultural labels”, began to rank on page one (and most of them in the top five).

Ongoing Content Marketing

For GSM Graphic Arts to reach a wider audience and improve brand awareness, we implemented a digital PR & outreach campaign. We produced and distributed industry-specific articles to publications, allowing GSM Graphic Arts to gain high-quality links back to the website and improve SEO rankings. We also created a valuable and visually appealing asset in the form of an infographic.

Digital Marketing Results

SQ Digital successfully improved the overall website health, keyword positions and organic traffic to the new GSM Graphic Arts’ websites. There has also been a considerable increase in the quality of online enquiries.

42.18% increase in organic search traffic
74% of targeted keywords ranking on page one of Google
44.34% increase in unique users between August 2019 and December 2019 (compared to the same period in 2018)
Higher quality of enquiries with global companies enquiring with GSM Graphic Arts
Several Digital PR successes in high-quality industry-related magazines and websites

SQ Digital is one of the first UK SEO companies and has supported SMEs with their websites and online marketing for over 20 Years. This experience allows us to offer the right solution and advice that is relevant to your business.

SQ Digital Client Testimonial

We pride ourselves on delivering a great experience to all of our clients, no matter the service they choose, be it a content-driven SEO approach, a website build or Paid Search Marketing, so we are thrilled to receive GSM Graphic Arts’ feedback:

“Since SQ Digital took on the SEO management for our website a year or so ago, we have seen a significant increase in the number of organic visitors to our website, resulting in regular, quality leads being received monthly. The SQ team is easy to work with and is always on hand to answer any questions and provide advice on our digital marketing projects.”