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
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.
Execution Conducted Clustaar Keyword Analysis to identify search trends/competitive landscape and develop SEO strategy.
At HexaGroup, I utilized Clustaar Keyword Analysis to automate segmentation and visualize search trends, transforming complex data into actionable marketing intelligence. By analyzing search behavior, I identified market size, competitive positioning, and target audience habits, allowing us to refine Victory Packaging’s digital marketing strategy. I conducted a Clustaar analysis across three key market segments—Food & Beverage, Equipment & Automation, and Flexible Packaging—to uncover search trends and opportunities that shaped our approach to SEO, content strategy, and audience targeting.
Working with Clustaar data, we uncovered valuable insights that guided our content strategy for Victory Packaging. Our analysis revealed significant opportunities to both fill content gaps and optimize existing pages.
Our strategic approach focused on two key areas:
First, we expanded the website’s content foundation by creating 34 new pages strategically distributed across several sections:
- Food & Beverage industry section gained 7 comprehensive pages
- A new Products section was built with 14 detailed pages
- Equipment & Automation grew with 6 specialized subpages
- We developed a Solutions section featuring 6 targeted pages
- A dedicated page was created to serve the Automotive industry
To complement these core pages, we implemented a monthly blog strategy focusing on long-tail keywords. This approach helped us capture more specific search queries while building Victory Packaging’s authority in key areas.
For existing content, I conducted a thorough optimization process. By analyzing search volumes and competition levels, I Identified the most valuable short-tail keywords for each page. I then carefully integrated these keywords across all crucial page elements:
- Title tags
- URLs
- Main content
- Headings
- Image alt text
- Meta descriptions
Read Blog samples here:
Results
- 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