SEO Case Study: Improved Search Visibility in 6 Months for a B2B Packaging Manufacturer

A B2B packaging manufacturer in Columbus, Ohio, USA could handle far more work than the website was showing. The business offered different packaging solutions for different buyer needs, but the website was not properly covering the full range of packaging work the company actually handled. So even when people landed on the site, they were not getting a clear picture of the company’s real packaging capabilities.

This 6 month SEO work was handled by Search Handle and ran from September 14, 2025 to March 14, 2026. During that period, the main problem was not only visibility.

1. What the website was failing to show properly

This was not a case where the business lacked capability. The real issue was that the website was not presenting that capability in a strong enough way, which also made it harder for search engines to understand the business properly.

The company could support different packaging needs, different production requirements, and different business situations. But many important pages were still not covering those things clearly enough.

A buyer landing on the site often needed to understand things like:

• what type of packaging work the company handled
• whether custom requirements were supported
• which industries or product types it worked with
• what kind of scale or production support was possible
• what level of flexibility or customization was available
• what page made sense to explore next

That clarity was weaker than it should have been.

Some pages had useful information, but not enough focus. Some pages mentioned packaging solutions, but did not explain them in a way that matched how buyers actually search, compare, and shortlist suppliers.

2. What became the main focus

At that stage, the focus was on making the website much clearer on page and much stronger off page. The main goal was to make the company’s real packaging capabilities easier to understand across the parts of the site that mattered most.

That meant deciding which packaging areas were not being covered properly, which buyer needs needed clearer support, and which important pages needed stronger authority from outside the website. The idea was to make the commercial section more complete, more useful, and easier to trust.

3. What changed on page

A major part of the work was focused on expanding and improving the on page coverage so the website could better reflect what the company actually handled.

3.1 New pages were added where coverage was missing

Some important packaging capabilities were not being covered properly on the website, so new pages were added to cover those areas more clearly. This helped the site show a broader and more accurate picture of what the company could actually handle.

3.2 Main packaging pages were improved

Key packaging and solution pages were improved so they explained the offer more clearly. This made the main pages more specific and more useful for buyers comparing different packaging options.

3.3 Buyer fit became clearer

Page sections were rewritten so buyers could understand faster what type of requirement each page matched, including where custom packaging and larger production support fit in.

3.4 Industry related pages were added

New pages and supporting content were added around industry specific packaging needs so the website could cover the kinds of business situations buyers were actually searching for.

3.5 Material related pages were added

Additional pages were added around material based packaging searches so the site could cover packaging options more clearly across different material needs.

3.6 Buyer question content was added

New content was also added around packaging questions, shipping concerns, product protection needs, and other decision stage topics that were not being covered clearly before.

3.7 Different packaging needs were separated better

Instead of covering too much in one place, different packaging needs were separated more clearly across the site. This helped pages focus on more specific topics and reduced overlap.

4. What improved in technical support

Technical improvements were made to help the stronger pages work better. Internal linking was improved so important packaging pages had better support from other relevant parts of the site. The site structure was also cleaned up, which made the commercial section clearer and easier to follow.

Some heavy page elements were reduced, and large images were compressed where needed. This helped the site run more smoothly and made it easier for search engines to understand the important pages.

5. What happened off page

This was one of the biggest parts of the improvement.

For this case, off page work was not treated like a small extra task. It became a major part of strengthening the packaging pages that needed better authority and better visibility.

5.1 Relevant directory support

Support was added through manufacturing and packaging related directories that made sense for this type of business. This helped build more relevant signals around the company and its core packaging areas.

5.2 Business listing support

Relevant business listings were added and improved to strengthen trust, business presence, and overall support around the brand.

5.3 Contextual industry backlinks

Contextual backlinks were built from industry related websites connected to packaging and manufacturing topics. This helped important packaging pages get stronger support from outside sources that were more relevant to the business.

5.4 Brand mention recovery and page support

Useful brand mentions were recovered or strengthened, and more outside support was directed toward important commercial pages instead of leaving too much authority only on the homepage. This helped build stronger signals around the packaging topics that mattered most.

5.5 Skyscraper content support

Websites that were already linking to similar packaging content were found first. After that, a better packaging page was created on the site, and outreach was done with the suggestion to replace the weaker page they were linking to with this stronger page. This helped build better backlinks around important packaging topics and gave more outside support to the right pages.

5.6 Broken link building

Broken links were found on relevant websites related to packaging, materials, shipping, and similar topics. Then relevant live packaging pages were matched to those broken links, and outreach was done with the suggestion to use those pages as replacements. This helped build useful backlinks and gave more outside support to important packaging pages.

The off page work stayed focused on relevance, business fit, and support for the right sections of the website.

6. Why visibility improved

This was not just a case of a few rankings moving a little.

The bigger win was that the website started showing up better around the packaging topics that actually mattered to the business. That happened because several improvements started working together in the right way.

6.1 More packaging capabilities were covered properly

New pages and stronger page coverage helped the site show more clearly what the company could actually handle, instead of leaving important capabilities uncovered.

6.2 Buyer paths became clearer

Different packaging needs, industries, materials, and business situations were separated better, so buyers could reach pages that matched what they were actually looking for.

6.3 Site structure gave stronger support

Better internal linking and cleaner site architecture helped important packaging pages get clearer support and made the whole commercial section easier to understand.

6.4 Off page work added stronger authority

Important commercial pages started getting more relevant outside support, which helped strengthen their authority around the packaging topics that mattered most.

So the visibility growth was not random. It came from making the website clearer on page, better structured technically, and stronger off page at the same time.

7. Result and final takeaway

Between September 14, 2025 and March 14, 2026, clicks increased from 1,420 to 3,980, a rise of 180.3%, while impressions grew from 48,600 to 126,900, up by 161.1%.

Non branded clicks rose from 480 to 2,940, up 512.5%. That means more buyers were finding the site through packaging related searches.

Beyond the numbers, the bigger result was that the website started showing the company’s real packaging capabilities much more clearly. Buyers could understand more easily what the company actually handled, where custom work fit in, and what kind of business needs it could support, which made the site much stronger for both search visibility and buyer movement.