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Overview & Background
Badger Paperboard is the nation’s leading supplier of paperboard products. From their four warehouses located across the country, they serve customers with industry-leading service and turnaround times. 100% of their paperboard comes from recycled sources, and 100% of paper waste is recycled – keeping sustainability at the forefront of their business.
Challenge
Badger’s website reflected their brand, but they weren’t seeing the traffic or search results they expected. Much of the traffic coming to the site was from branded keywords – people who were already aware of the company.
Our Strategy
Marketing Essentials worked with Badger to create a plan that would increase traffic and help them get noticed for industry and product search terms.
Our team discussed their buyer personas, how the buyers talk about the product, and important keywords for the industry. This helped us get the target keywords just right. We also identified which product categories were the highest priority for them.
After making initial foundational fixes, Marketing Essentials began a monthly program to optimize and improve the website’s SEO and increase rankings and traffic for the identified keywords. Each month, Badger receives a comprehensive report detailing changes made, rank improvements and analysis of the results.
Badger’s strategic partnership with Marketing Essentials also includes blogging and content, social media management, and a monthly email strategy. All of these pieces work in tandem with the SEO program to produce positive results across the board.
Results
In under six months, Badger experienced the following positive results from their SEO program:
Organic site entrances nearly doubled from the same time the previous year.
Time on page increased by 9 percent.
Bounce rates decreased by 40 percent, indicating better quality traffic.
The positive results continued and within a 12-month period:
Organic entrances increased by astounding 71%.
Non-branded terms increased in ranking, some moving from pages 2-4 to page 1 of search results. Non-branded term ‘paperboard manufacturer’ also began showing up in the map pack. This type of non-branded traffic is some of the most valuable because it includes people who aren’t already aware of the brand name who found the company through an online search, resulting in potential new lead generation.
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