Bagasse Packaging UK: a B2B supplier site measured over ten months, including the AI-feature decline
A London importer of compostable sugarcane-fibre packaging launched a new domain into a category where UK restaurant buyers and EU distributors search for product types and certifications, and where most competitors are marketplaces.
- Timeline
- First Google impressions 2 December 2025; data to 11 October 2026
- Stages covered
- AccessUnderstandRetrieveCite
- Services
- Entity SEOAI search optimization
Headline results
28 to 129
Google clicks per month · Jan vs Sep 2026
Source: Search Console, web search
1,596 to 6,539
Google impressions per month · Jan vs Sep 2026
Source: Search Console, web search
40 to 188
Citations in Bing AI answers per month · May vs Sep 2026
Source: Bing Webmaster Tools, AI Performance
1,667 to 975
Impressions in Google AI features per month · Jun vs Sep 2026
Source: Search Console, Generative AI features filter
Month by month
The whole series, not just the two ends
Monthly totals summed from the daily exports. The first month starts at the first recorded impression; October 2026 is partial and left out.
| Month | Value |
|---|---|
| Dec 25 | 5 |
| Jan | 28 |
| Feb | 31 |
| Mar | 43 |
| Apr | 67 |
| May | 89 |
| Jun | 121 |
| Jul | 153 |
| Aug | 125 |
| Sep | 129 |
| Month | Value |
|---|---|
| Dec 25 | 754 |
| Jan | 1,596 |
| Feb | 2,702 |
| Mar | 5,387 |
| Apr | 5,515 |
| May | 6,464 |
| Jun | 10,081 |
| Jul | 9,758 |
| Aug | 8,274 |
| Sep | 6,539 |
| Month | Value |
|---|---|
| Dec 25 | not reported |
| Jan | not reported |
| Feb | not reported |
| Mar | not reported |
| Apr | not reported |
| May | 359 |
| Jun | 1,667 |
| Jul | 1,399 |
| Aug | 1,270 |
| Sep | 975 |
| Month | Value |
|---|---|
| Dec 25 | not reported |
| Jan | not reported |
| Feb | not reported |
| Mar | not reported |
| Apr | 4 |
| May | 40 |
| Jun | 24 |
| Jul | 44 |
| Aug | 161 |
| Sep | 188 |
Context
The property, and what the exports show
The property
Bagasse Packaging UK, a London-based supplier, imports and wholesales EN13432-certified compostable tableware and food packaging to UK caterers and EU distributors. The site has a product-family page per range, certification, sustainability and export pages, a blog, and seven language versions.
What happened
The site ranks for the category head terms in its market: “bagasse packaging uk” (37 clicks, position 5.1), “bagasse packaging” (29 clicks, 1,769 impressions, position 8.5) and “bagasse cups” (10 clicks, position 3.8). The United Kingdom supplies 404 of 838 clicks; India (137) and China (107, at an 18.9% click-through rate) are supplier-side traffic, not buyers, and should be read as such. Desktop produces 605 of the clicks, consistent with B2B purchasing.
In GA4, chatgpt.com is the third-largest session source after direct and Google organic: 134 of 796 sessions (17%) across the ai-assistant, referral and not-set mediums, with Gemini, Perplexity and Copilot adding seven more. For a ten-month-old B2B site that is a material share, and it arrived without any paid activity.
Approach
Stages this engagement covered
Filled stages are the ones we worked on.
- 1Access
- 2Understand
- 3Trust
- 4Retrieve
- 5Cite
- 6Convert
One page per product family with certification facts, specification tables and FAQs, a LocalBusiness and Organization entity with real contact details, and language versions for the EU markets the company supplies. Stages Access, Understand, Retrieve and Cite.
What we did
Changes, in order of impact
- Product-family pages (meal trays, cups, plates, bowls, clamshells, industrial moulded pulp and so on), each with specification tables, FAQPage markup and AggregateOffer data. Meal trays, cups and plates are the top three product pages by clicks.
- LocalBusiness and Organization structured data with address, opening hours, contact point and an OfferCatalog, so the company and its product list are one entity across Google, Bing and AI engines.
- Review-snippet and product-snippet eligibility: review snippets account for 215 of 838 clicks and 16,249 impressions in Search Console's appearance report.
- Seven language versions (English, German, French, Dutch, Spanish, Italian, Polish) linked from the header for EU buyers.
- robots.txt open to every crawler, a page and blog sitemap pair, and llms.txt and ai.txt describing the business, dated at launch (2 December 2025).
Results
Before and after, same sources, same window
| Metric | Before | After | Window | Source |
|---|---|---|---|---|
| Google clicks per month | 28 | 129 | Jan vs Sep 2026 | Search Console, web search |
| Google impressions per month | 1,596 | 6,539 | Jan vs Sep 2026 | Search Console, web search |
| Citations in Bing AI answers per month | 40 | 188 | May vs Sep 2026 | Bing Webmaster Tools, AI Performance |
| Impressions in Google AI features per month | 1,667 | 975 | Jun vs Sep 2026 | Search Console, Generative AI features filter |
Open questions
What did not work, and what comes next
Not yet working, or not yet known
- Google AI-feature impressions fell by 42% between June and September. We do not know whether the cause is on the site or in Google's surfaces, and we say so.
- Overall impressions fell from the June peak while clicks held, so the September click-through rate (2.0%) is the best of the period but exposure is narrower.
- Dead clicks appear in 15.5% of Clarity sessions.
- GA4 has no key events configured, so quote requests cannot be counted from this export.
What we would do next
- Add a conversion event for the quote form.
- Check whether the June-to-September AI-feature decline sits on the home page or across product pages, using the Search Console API's page-by-date view.
- Give each product page the plain-text certification statement the home page carries, since the home page takes 37% of all AI-feature impressions.
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