International SEO for a B2B Packaging Brand
B2B custom packaging international SEO case study: rebuilt a Shopify packaging brand around country-specific procurement intent to grow international organic sessions.
NorthPack Supply
A Chicago based B2B custom packaging brand on Shopify selling to procurement teams across the US, Canada, UK, Germany and Australia. Solid inbound in the US, almost invisible in other markets despite shipping internationally.
Industry
B2B Packaging Brand
Focus
B2B Services & Technology
The Challenge
No hreflang setup, product pages priced in USD only, and no country-specific content targeting the way procurement buyers actually search in each region.
NorthPack Supply
Ranking well in the US, unfindable in every other market they already shipped to.
The Strategy
Mapped intent by country
Built a market-by-market keyword map covering how procurement buyers in each region actually phrase custom packaging requests, including local material and compliance terms.
Shipped a proper hreflang setup
Rebuilt the Shopify architecture with country-specific URLs, hreflang tags, and localised currency and unit handling so each market had its own defensible surface.
Localised category and product content
Rewrote category and product content per market with region-specific use cases, compliance references, and lead times instead of one global template.
Aligned quote-request flow per market
Adjusted the quote request form and follow-up sequence per region so procurement buyers got market-relevant pricing, minimums, and freight terms.
Old single-region site
NorthPack Supply
- —One US-only catalogue
- —USD-only pricing
- —No hreflang tags
- —One generic quote form
New multi-region structure
NorthPack Supply
- ✓Region-specific URLs
- ✓Local currency + units
- ✓Full hreflang mapping
- ✓Market-tuned quote flow
Hreflang rollout - ILLUSTRATIVE Country-specific URL and hreflang structure phased across US, CA, UK, DE, AU markets.
Keyword Movement
| Keyword | Before |
|---|---|
| custom shipping boxes uk | not ranked |
| wholesale packaging germany | #38 |
| custom mailer boxes canada | #22 |
| eco packaging australia | not ranked |
Representative results based on comparable engagements.
The first hreflang rollout collapsed rankings in the US.
The initial multi-region rollout let country versions compete against each other because canonicals and hreflang were misaligned. US rankings dropped for two weeks. I rebuilt the tag logic and locked canonicals per region before international traffic recovered.
We now get procurement enquiries from the UK and Germany that used to go straight to European competitors. Organic finally scales with the business.
Client name changed for privacy.
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What happens next
Typical engagement: 6-9 months. First deliverable in week 1: a full technical + content gap audit with a prioritised 90-day roadmap.