Strategy in Action

The Client

This B2B client is a relatively new company that provides flexible packing services for drink pouch and ice pop brands. As part of their growth strategy, they wanted a digital marketing agency to help expand their digital lead generation. 

Our Strategy

Step 1: Create a series of landing pages about the packaging products that they manufacture, targeting primary keywords such as “ice pop packaging.”

Step 2: Create supplemental content that doesn’t directly target any of our primary keywords. Instead, content such as a page on sustainability contributes to our “topical relevance” in Google’s eyes. Packaging companies often dedicate a section of their site to sustainability, packaging materials, or other secondary content. Therefore, Google has come to expect quality packaging websites to feature this kind of secondary content.

Step 3: Build links, tweak titles, and further optimize content.

The Results

Over a period of one year, we increased the number of organic sessions on the site by +41%. Many of those gains came through qualified users who entered our site through high-value, non-branded keywords. This increase in qualified traffic shows up in our increased conversion rate which more than doubled and our total conversions tripled!