Case Study on Pipeline Growth through SEO Strategy

This case study outlines the collaboration between International Paper's Box Division and The ABM Agency, focusing on the implementation of an SEO and Generative Engine Optimization (GEO) strategy aimed at enhancing digital visibility and increasing sales pipeline. The partnership addressed several challenges including fragmented digital properties, declining click-through rates due to AI-driven zero-click searches, and entity ambiguity which hindered product recognition in AI systems. To counter these issues, the study details a unified strategy that involved consolidating digital platforms, optimizing content for AI consumption, and enhancing technical architecture for better performance. The results demonstrated significant business impact, with a new sales pipeline of $378 million and an attributed revenue of $62 million. Additionally, organic traffic increased by 55% for targeted high-intent keywords, and International Paper achieved a notable presence in AI-generated responses, confirming the effectiveness of the implemented strategies during a competitive market restructuring phase.