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An Australian Packaging Manufacturer Now Shows On Page One Of Google For Three Times As Many Searches.
A maker of gel ice packs, insulated liners and hot and cold packs was stuck behind big retailers and marketplaces. In two years its page-one Google spots went from 227 to 702, the most it has ever had, and AI answers now link to it 298 times.
Where They Started, What We Did, Where They Are Now
Stuck Behind The Big Retailers
Its main products ranked well, but growth had stalled at 227 page-one spots. Searches like “ice packs” are crowded with large retailers and marketplaces.
Fixed, Re-Wrote And Built Trust
We fixed page problems, re-wrote key pages to match what Google rewards, cleaned out spammy links and got relevant sites to mention the client.
Its Best Visibility Ever
Page one for 702 searches, the highest the site has ever recorded. AI assistants now name it as a specialist Australian maker.
What We Did For This Australian Packaging Manufacturer
Our client is an established Australian maker of temperature-controlled products: gel ice packs, dry ice packs, insulated liners and bags, and instant hot and cold packs. It sells to food, transport, medical and sports buyers across Australia, and has worked with us since 2021.
By October 2024 its main product searches did well, but overall growth had stalled at 227 page-one spots. Searches such as “ice packs” and “gel packs” are crowded with large retailers, and more buyers read an AI summary before they click anything.
From October 2024 we widened the monthly plan: fixing page problems, rewriting key pages, cleaning up bad links and getting relevant sites to mention the maker. Page one now includes 702 searches, the most the site has ever had, and AI answers link to it 298 times.
What Was Holding Them Back
Growth Had Stalled
Page-one spots were stuck at 227, slightly fewer than a year earlier.
Crowded Searches
Terms like “ice packs” and “gel packs” are full of large retailers and online marketplaces.
AI Summaries Before The Click
More buyers now get their answer from an AI summary and may never visit a website.
A Wide Range Of Buyers
The goal was to show up for far more searches, from bulk shipping packs to first-aid cold packs.
Real Questions, Real AI Answers
More and more people skip Google’s blue links and ask an AI assistant instead. These are real questions buyers ask, and what the AI does with our client.
| Asked in | The question | What the answer says |
|---|---|---|
| Google AI Mode | “Where to buy ice packs?” | Lists our client as an Australian supplier of commercial-grade gel ice packs for shipping. |
| Google AI Overviews | “first aid cold packs” | Links to our client’s instant cold packs page. |
| Perplexity | “How do instant ice packs work?” | Cites our client’s instant cold packs page. |
| ChatGPT | “What is the gel in ice packs?” | Cites our client’s product page and FAQs. |
The client isn’t named, to protect their privacy. We can share details on a call.
Three Times As Many Searches On Page One
Page one means Google’s first ten results, where almost every click happens.
Honest note: clicks from Google have held steady over the past year, so the gain so far is in visibility: more products on page one and inside AI answers.
What It Brought
From 227 searches in October 2024 to 702 in October 2026, up 209%. That is the most the site has ever had.
From 83 to 397 searches.
Of the 21 product searches we track every day, 18 were on Google’s first page in October 2026, up from 16 a month earlier. “Ice packs”, searched 6,600 times a month, is 4th, and “gel packs” jumped from 31st to 7th.
Mostly Google’s AI Overviews (252), with Perplexity (25), Google AI Mode (11) and ChatGPT (5). Google’s AI Overview links to its product pages for 217 different searches.
When a buyer asks AI where to buy ice packs in Australia, our client appears as a specialist maker.
Clicks from Google have held steady over the past year, so the gain so far is visibility, not extra clicks.
Five Steps Since October 2024
The client has worked with us since 2021. In October 2024 we expanded the monthly programme, with every task logged and reported.
Fixed Page Problems
Monthly reviews of Google’s health report for the site, with fixes passed to our developer, including product details that showed the wrong images in Google.Like fixing a shop sign that showed the wrong products.
Re-Wrote The Key Pages
Pages re-written around what was ranking, unique page titles where they were missing, and new FAQs.Give Google, and buyers, a clear answer on every page.
Cleaned Out Bad Links
Link checks in March 2025, July 2025 and January 2026, with spammy links disowned in Google.Like removing bad references from your CV.
Got Relevant Sites To Mention Them
Outreach, business and local listings, review sites, question-and-answer sites, and image and video promotion.Online word of mouth. The more trusted sites mention you, the more Google and AI trust you.
Got Ready For AI Search
A review of competitor websites to close content gaps, and a guide file (llms.txt) that helps AI tools find the key pages.A map that shows AI assistants where everything is.
Everything We Did For Them
- Reviewed Google’s health report for the site every month and passed problems to our developer
- Flagged a product label problem that was showing the wrong pictures in Google results, with a fix
- Rewrote key pages around what was already ranking, and added page titles where there were none
- Suggested new questions and answers for internal pages and added the hidden labels (schema) for them
- Checked for spammy links in March 2025, July 2025 and January 2026, and told Google to ignore them
- Got relevant sites, business and local listings, review sites and question sites to mention the maker, with image and video promotion
- Reviewed competitor websites to find content the maker was missing
- Added a guide file called llms.txt in February 2026, which helps AI tools find the key pages
What Other Business Owners Can Take From This
Big Retailers Don’t Own Every Search
A specialist with clear pages and a clean site can sit beside them on Google.
Clean Up Before You Grow
Fixing page errors and ignoring bad links gave the later work a stronger base.
Be Honest About What Has Grown
Visibility is up and clicks are steady. We say so plainly, and keep working to turn visibility into visits.
Big retailers don’t own Google. A specialist with clear pages and a good name can sit right next to them.
This is the same work we do for businesses in Australia, the UK, the US, the Middle East and Asia, for small companies as well as big names.
- Show up for far more of the products you sell
- Be named next to the big names, as the specialist
- A clean, healthy website that Google trusts
- A clear report every month on what we did and what it brought
Crowded Out By Big Retailers?
Our free SEO & AI SEO audit shows where you appear on Google and in AI answers today, who shows up instead, and what to fix first.
Results Like This, For Other Businesses
About This Case Study
How we measured (for the detail-minded)
- Google positions: our search data for the client’s website in Australia, October 2024 and October 2026. 702 page-one searches is the highest in the site’s history.
- Tracked searches: the 21 product searches we check every day in Google Australia, week of 4–10 October 2026 compared with 4–10 September 2026 (median of the daily checks).
- AI links: our AI search data for Australia (Google AI Overviews, AI Mode, ChatGPT, Perplexity and Gemini), snapshot of 1 October 2026. Google’s AI Overviews link to the site for 217 different searches.
- Clicks: the client’s Google Search Console, September 2025 compared with September 2026. We don’t claim traffic growth in this study.
- Work delivered: our monthly task lists and reports since May 2021, expanded in October 2024.
