How we acquired 139% more traffic by targeting keywords with 79% less volume, and boosted conversions 122% in the process

Objectives

Maxipos is a leading UK-based luxury packaging company which specialises in bespoke packaging and products for brands like Ocado, Arbonne, and L’Oreal. They’ve been delivering innovative and eco-friendly boxes, bags, gifts and merchandise since 2001. 

However, a strong and enduring reputation in this industry simply wasn’t translating into successful organic search performance. And so, in February 2019, they came to Zest with the goal of improving the rankings for keywords related to “luxury packaging”. 

Despite a promising start, results eventually plateaued. The Maxipos site didn’t have the authority needed to hit the top spots versus major competition. This led us to pivot our strategy towards focusing on smaller, niche search terms related to their most popular product lines.

Strategy

When devising an SEO strategy, it can be tempting to pursue so-called “vanity” keywords — but these keywords are often less valuable than they seem. While they produce high search volumes and are extremely competitive, vanity keywords are also broad, vague, and descriptive — and they typically don’t deliver a high proportion of qualified traffic and conversions.  

Instead, our strategy focused on finding and ranking for highly-relevant niche keywords with modest monthly search volume — specifically, 71.5% lower search volume than the luxury packaging-related keywords. 

Although going after lower volume might sound counterintuitive, when combined together, these keywords deliver better-qualified and more valuable traffic to the Maxipos site. And to achieve growth, we took aim at all three pillars of SEO: technical, on-page, and off-page.

Action

Before we got our mitts on it, the Maxipos site looked stunning, but it was missing the foundations upon which any powerful SEO strategy is built. So, we set about improving the website from a technical standpoint.  

The main issue was speed. Big (beautiful) images were weighing the site down, slowing PageSpeed (a ranking signal) to a crawl. We had to optimise these images and improve loading times as part of our three-pronged approach.

The next prong was focused on the user experience. Again, only partial consideration had been given to on-page SEO or structure during the website build, which meant we had to get busy rebuilding the “luxury packaging” area of the site. Our redesign allowed for more keyword-rich content to complement Maxipos’s stunning array of imagery.  

We further supported on-page SEO by improving the internal linking structure. We did this by linking to relevant case studies from the product pages in order to send Google signals that we wanted to rank for certain keywords.

Finally, we turned our attention to off-page SEO, with a focus on earning product-specific links. The strategy has subsequently expanded to include guest posting as we continue to build Maxipos’s authority.

Results

From day one, we saw solid, steady growth as we sought to improve performance for luxury packaging-related keywords. But it’s only when we switched focus to specific, niche terms that things really started motoring.  

By targeting keywords related to “eCommerce packaging” and “rigid boxes”, users increased 80.6% year-on-year, new users increased 84.1%, and bounce rate decreased 24%. So we didn’t just grow traffic, we grew new traffic, too — and kept more visitors engaged with the site for longer.

All of this culminated in a 139% increase in organic traffic and a 122.2% increase in form completions (Maxipos’s highest-quality conversion type).

84%

increase in new users

139%

increase in organic traffic

122%

increase in form completions

“The team at Zest has helped us unlock our website’s potential. Their strategic and creative approach to SEO has brought some game-changing results, and we’re excited to see what lies in store in the future.”

Steve, Founder and Managing Director, Maxipos 

84%

increase in new users

139%

increase in organic traffic

122%

increase in form completions

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