Case Study
EPOC: repositioning the brand without losing what Google already recognised
A new site from scratch, three languages with their own addresses, and 1,363 indexed URLs redirected one by one — in a partnership going on 15 years.
The client
EPOC TECH is the technology platform behind large dining operations — multi-OS POS, multi-store ERP, self-service, a Data Lake, and an API-First architecture that talks to the corporate ERP, the BI tool, and the acquirers a chain already uses. We have been partners of EPOC and Oz Technology for more than 15 years: the previous site, the move off WordPress, and now the repositioning all came from here.
What the project demanded
EPOC stopped selling a system for bars and started selling a platform for chains. The site still spoke the old language — and had been speaking it to Google for years.
The brand outgrew its own site
The copy addressed a single venue and led with a feature list. The customer EPOC wants today is the director of a chain with dozens of locations, who decides on architecture and governance, not on features.
Hard-won authority at risk
The site had 1,363 URLs in Google's index. Replacing the structure without mapping every one of them would have thrown away years of ranking — including the POS page, which sat fourth in search.
Two generations of URL in the index
Addresses from the WordPress era, with no language segment, coexisted with addresses from the following version, with one. Only the first form was handled; the second — the majority — would have 404'd on cutover day.
Nothing could be invented
Figures, testimonials, certifications, SLAs: anything without a source stayed out. It is a hard constraint to write under — and it is exactly what makes a site credible to a boardroom.
What we built
A new site carrying the repositioning narrative, with the SEO plan drawn up before the first line of content.
A narrative the structure enforces
The page model makes it impossible to open with a feature list: the order is challenge → cost → solution → architecture → capabilities → proof. It isn't editorial discipline, it's the shape of the data — capabilities only exist after the solution.
A redirect map generated, not guessed
The 311 redirect rules came from the hreflang of the production sitemap itself, which already pairs Portuguese, English, and Spanish for every page. Each old URL lands on the closest page by subject — none is dumped on the homepage, which would destroy the authority it carried.
Three languages, each with its own address
132 routes published in Portuguese, English, and Spanish, with reciprocal hreflang and x-default. Around 1,250 strings translated against a fixed glossary, plus an auditor that flags any string that slipped through.
One source per number
Every total is computed, never typed. The site once said “eight acquirers” in one section and “7” in three others, because the number had been written by hand in four places. Now it exists in exactly one.
Lead capture of our own
A form that writes the lead to the database before sending the notification, in two separate steps: if the email fails, the contact is already saved and nothing is lost.
Admin panel
Leads, users, and an audit trail, over the same tables and credentials as the previous system — everyone who already had access kept signing in with the same password.
Performance measured, not estimated
The homepage downloaded 2.4 MB of images to show two: 53 images, 51 below the fold, none deferred. With lazy loading, WebP conversion, and priority on the opening image, the page went from 2.6 MB to 429 KB.
Structured data per page type
Organization and WebSite on the homepage, Service and FAQPage on product pages, Article on posts, BreadcrumbList throughout. We audited 28 pages, one of each type: title, description, canonical, and og:image unique on every one.
Consent and official documents
A cookie banner with Consent Mode v2: no analytics or marketing tag writes a cookie before consent. Privacy, terms, and cookies are the company's official documents, in all three languages — not drafts.
Security headers
nosniff, frame-ancestors, Referrer-Policy, and the stack fingerprint removed from the response. The admin area is kept out of crawlers' reach.
What is live
The fronts the platform carries today, from content to infrastructure.
What changed
Results measured one by one against the live site.
Not one URL lost at cutover
All 1,363 URLs Google already knew were tested one by one against production after the switch: every one lands on a valid page, through a single-hop permanent redirect.
The site now speaks to decision-makers
It left the feature catalogue behind and became an operations narrative: each page opens with the problem the chain lives with, and only then shows what the platform does about it.
Homepage 84% lighter
From 2.6 MB to 429 KB, and from 53 images downloaded to 2. What sits below the fold stopped being fetched before anyone had seen it.
A single team accountable
Site, content, lead capture, servers, and SEO sit with the same team. When something breaks, there is no argument between the software vendor and the infrastructure vendor.
The number that matters here is 1,363: every URL Google already knew still lands on a valid page after the site was replaced — including the POS page, which held fourth position in search.
What the client says
SuaEmpresa.Net has been a great partner to EPOC and Oz Technology over the years, building and maintaining our website and managing our digital campaigns. We have worked together for more than 15 years and have always seen a genuine interest in helping us improve how we reach the market.
The services behind this project
The same work we do for other companies.
Website design and development
The new site, the repositioning narrative, and the redirect map drawn up before the switch.
Custom web systems
The in-house lead capture, the admin panel, and the audit trail.
Cloud servers
The AWS infrastructure — EC2, RDS, S3, and SES — that carries the site and the lead capture.
Need to reposition your brand without losing what Google already recognises?
Repositioning with a mapped URL plan and planned redirects is what keeps you from throwing away years of ranking. Tell us about your case.