Wholesale supplies can be a very competitive industry at the best of times, with many established businesses working to maintain their top spot as the leaders in their industry niche. So, when a packaging company came to us in the hopes of reclaiming rankings lost by a change in their website domain, we knew that we had a lot of work to do to ensure no ground was lost.
This wasn’t our first time working with a B2B wholesale supplier, and as a matter of fact, wasn’t even our first packing supply company. So, luckily, we had a good understanding of what worked, and what we needed to do to stand out from the competition as we began. However, given that this was a larger business with a strong presence outside of digital, we knew that we had to be careful and ensure that whatever we did was in line with the brand’s image and existing client base.
Contextualising Cardboard: How Wholesale SEO Works
Wholesale B2B companies are always going to be some of the most interesting when it comes to building out SEO campaigns. After all, you’re not just casting the widest net possible, because small orders on low-cost items just aren’t going to make the type of impact that a supplier needs to thrive. Rather, you need to focus on the big orders, the wholesale clients that are going to offer proper recurring income, and that means you need to be getting in front of the right people and choosing your terms carefully.
This works in two ways, as there are certain terms that are inevitably going to overlap more with B2C customer needs, and whilst those terms may have much higher search volumes, they aren’t necessarily going to be the most profitable. To overcome this, we worked directly with the client to match up our digital approach with his historical offline data to see what it was people were buying in bulk, not just what was getting the most orders. After all, 500 orders of 1 item isn’t going to be as desirable to a wholesaler as 1 order of 500 items.
The Packaging SEO Results
Luckily, after an initial on-page audit, it was clear that there was a lot of room to grow the site, so we got to work building out pages and expanding their content with heavy emphasis put on high-volume pages. Immediately, the website began to see exponential keyword growth, with the keyword volume on September 1st being doubled within the first three months.
This change has also been reflected in the website’s organic traffic, with average monthly visitors increasing by over 1000 per month between September and December. This is thanks to some fantastic top 10 rankings allowing the site to receive far more exposure and relevant clicks than ever before.
This is just a small selection of keywords that we managed to get our client to the top spot for, and it has led to dramatic increases in overall ROI and a steady influx of new recurring bulk orders.
