SEO Victory Packaging

Background

Victory Packaging is the only national company that specializes in solving packaging complexities and optimizing total cost associated with packaging for its clients on a national and local basis. Based in Houston, Texas, Victory Packaging has more than 65 warehouses and distribution facilities in the United States, Canada and Mexico.

Objectives & Challenges

Having launched a new website in 2015, Victory Packaging wanted to focus on improving website performance and brand awareness through SEO. Victory Packaging was experiencing the following SEO-related challenges:

• No strategic SEO approach, unsure of where to focus content-related efforts
• Low organic traffic
• Limited number of keywords ranking in target market areas

Solution

HexaGroup developed an SEO strategy with three key objectives to address Victory Packaging’s challenges:

• Gain insight into the search queries of the target audience, competitive positioning in target areas, and ranking opportunities.
• Increase organic traffic.
• Increase keyword rankings overall and in target markets of Food & Beverage, Equipment & Automation, and Flexible Packaging.

How

Conduct Clustaar Keyword Analysis to identify search trends/competitive landscape and develop SEO strategy.

HexaGroup’s proprietary Clustaar Keyword Analysis automates the segmentation and visualization of search queries, and converts these trends into simple and actionable intelligence. Data allows HexaGroup to determine and visualize the size and segmentation of markets, show positioning in the overall competitive landscape, and discover target audiences’ search trends and habits. To help guide digital marketing strategy, a Clustaar analysis was conducted in three of Victory Packaging’s target market segments: Food & Beverage, Equipment & Automation, and Flexible Packaging.

Develop new content while optimizing existing content.

Using the Clustaar data, HexaGroup was able to identify content gaps and on-page optimization opportunities. By reviewing related keywords, new pages were planned to meet the information needs of target audience search queries. Keywords were then strategically selected based on relevance, search volume and competition. HexaGroup then accelerated content development through new website pages targeting short-tail keywords and blog posts targeting selected long-tail keywords. A total of 34 new website pages were created to identify and address content gaps, including: 7 pages to expand the Food & Beverage industry section, a new Products section containing 14 new pages, 6 subpages in the Equipment & Automation section, a new Solutions section with 6 pages, and a new page to target the Automotive industry. In addition, monthly blog posts featuring targeted long-tail keywords were published to improve Victory Packaging’s Google ranking for those keywords. The data also allowed Hexagroup to identify the most appropriate short tail keywords based on search volume and competition to optimize existing website pages. On-page optimization techniques included incorporation of target keywords in the title tag, URL, content, headings, alt text, and metadata.

Implement internal linking techniques.

To help improve crawlability, increase ranking potential for pages, and create a more valuable user experience, HexaGroup focused on interlinking to relevant pages within the body copy of each page. In addition, the new Products section was crosslinked with Food and Beverage applications to show related product information beneficial to the user. For example, the Bakery page shows related products of Shrink Packaging and Clamshell Packaging. These pages then show more related products including Retail Packaging and Bakery Packaging. Crosslinking in the mega menu was also implemented. 

Improve your local SEO.

Victory Packaging has more than 65 warehouses and distribution facilities in the United States, Canada and Mexico—all listed on a single web page. To help support local SEO, HexaGroup worked with Victory Packaging to claim and verify the Google My Business pages for all U.S. locations, ensuring that each business listing was complete with the most up-to-date information.

Perform continuous technical improvements for SEO.

Technical improvements were made on a regular basis to improve site performance for SEO. To increase site security and satisfy the HTTPS ranking factor, HexaGroup implemented an SSL certificate on VictoryPackaging.com.

Results

Thanks to the SEO techniques that were implemented throughout the year, VictoryPackaging.com has achieved the following progress:

• Increase in organic traffic - 43.9% increase in organic traffic from 2015 to 2016 (83,049 vs. 119,474) and 52% of leads coming from organic traffic
• Local SEO: Organic traffic increase in major cities with a Victory Packaging location, compared to 2015
• Increase in overall keyword ranking
• Increase in target market keyword rankings

Proven Methodology. Amplified Results.

At HexaGroup, performance is in our DNA. We’ve spent the last two decades honing a six-step marketing methodology that balances proven best practices with each client’s unique objectives. Armed with in-depth knowledge of the energy, technology and professional service sectors, our team hits the ground running to achieve your KPIs.