Before we talk about SEO for packaging manufacturers, let me paint you a scenario.
Her name’s Jess. She’s the founder of a fast-growing skincare brand — small team, big ambition, retail expansion on the horizon.
It’s Tuesday morning. She’s halfway through her second coffee and already behind.
Her fulfilment partner just flagged an issue: her current packaging vendor missed another deadline.
Unit cartons were late. Shipments were held. And now her launch with a national beauty retailer? At risk.
She’s pissed — but more than that, she’s tired.
Tired of “specialists” who don’t get beauty.
Tired of flimsy dielines and inconsistent print runs.
Tired of asking for sustainable packaging and getting a half-baked kraft box that screams budget brand.
She needs someone who gets it — who understands colour matching, tight lead times, and the kind of packaging that actually sells on a shelf.
So, what does she do?
She opens her laptop and types:
- luxury skincare packaging supplier uk
- custom printed folding cartons for cosmetics
- eco friendly box manufacturer
She’s not waiting for a referral. Not posting in founder forums.
Not scrolling LinkedIn hoping someone recommends a friend-of-a-friend.
She’s looking for answers now.
And if your packaging company doesn’t show up in that search?
She never finds you.
That’s where SEO comes in.
It puts your name in front of Jess right when she’s looking — when she’s frustrated, ready to switch suppliers, and has a budget to spend.
And she’s not alone.
There are thousands of founders, brand managers, product developers, and operations leads — just like her — searching for their next packaging partner every single day.
Not just any supplier.
One who understands her product.
Speaks her language. Hits her deadlines. Makes her look good.
These aren’t leads you chase.
They come to you. Ready to move. Ready to order.
Ready to grow — with you.
And the best part?
SEO doesn’t stop when your PPC campaign runs out.
It doesn’t wait for a trade show.
It works 24/7 — quietly making sure that when the next Jess starts searching, you’re the one she finds.
So if you want more of the right kind of clients —
The ones who value quality. Respect timelines. Come back with bigger orders —
Let’s talk about how SEO makes that happen.
We’re going to break it down step by step — how to show up for the right searches, attract the right leads, and turn Google into your best sales rep.
Let’s get into it.
I’m a freelance SEO consultant and content writer with over four years of experience helping manufacturers climb the ranks, pull in better-fit leads, and land the kinds of projects they actually want to work on.
If you’re looking for someone to handle SEO for your manufacturing company, find out more about my services below:
Read on for the rest of the article.
Quickly skip to the section you’re interested in using the Table of Contents below.
How SEO can grow your package manufacturing business
Most packaging manufacturers still do marketing the old-school way.
They book a stand at events like Packaging Innovations or LuxePack, shake a few hands, and hope one of those “great chats” turns into something real.
They email PDFs to creative agencies, praying someone opens them.
They post a carousel of dielines on LinkedIn and get a couple of polite likes from the sales team.
Maybe they rely on referrals from that one brand strategist who gets them leads… sometimes.
And sure — those things might give you a bump.
Might land you a project or two.
But SEO? It keeps you in front of potential clients every single day — even while you’re on the floor checking proofs or approving Pantone samples.
When a skincare founder is looking for magnetic closure boxes, or a subscription brand wants packaging that actually feels premium, they’re not asking their designer for recommendations.
They’re opening a browser and going straight to Google.
And if you’re not showing up in those searches?
You don’t exist.
It’s that simple.
Every day, brand owners, product developers, and sourcing teams are turning to Google — not for inspiration, but for solutions.
They’re looking for packaging partners who can deliver on:
- Short lead times
- Lower MOQs
- Recyclable or compostable options
- Bespoke designs that look as good in-store as they do in an influencer’s unboxing
If you’re not ranking for the terms they’re searching, someone else is eating your lunch.
And here’s the thing — I’ve seen what happens when packaging manufacturers do take SEO seriously.
How to analyse your competitor's packaging SEO strategy
Before you even think about writing a blog post or ranking on Google, you need to understand what your competitors are doing — and more importantly, what they’re doing better than you.
This is where SEO starts.
Not with content.
Not with metadata.
Not with guessing which phrases buyers are typing into Google.
It starts with competitor analysis — good, old-fashioned market research.
The kind you already know how to do, because you’ve done it before… just not on your website.
Because here’s how it usually plays out in packaging:
You’ve got the capability.
You’ve got the machines, the substrates, the finishes.
You’ve nailed the turnaround times and can hit volumes big or small.
But some other supplier — maybe one with average product photos and vague copy — is showing up before you in search results.
They’re pulling in leads from founders and sourcing managers that should be calling you.
Why?
Because they’ve invested in SEO.
And if you haven’t, you’re invisible to buyers who are actively searching for what you offer.
Here’s how to change that:
1. Search like a buyer, not a marketer
Put yourself in your customer’s shoes.
Let’s say they’re launching a premium coffee brand. They need:
- Printed boxes that hold up during shipping
- Sustainable materials that match their brand values
- A supplier that offers low MOQs and custom finishes
They’re not Googling “innovative packaging solutions” — they’re typing in keywords like:
- custom coffee packaging
- eco friendly printed boxes for ecommerce
- low minimum packaging supplier for food brands
These are the exact search terms you should be testing.
Write them down. Search them.
Who’s ranking on page one?
Those are your competitors — whether they show up at trade shows or not.
2. Audit their websites like a serious buyer would
Click through to the top 3 sites.
| ✅ What good competitors have | ❌ What bad ones still get away with |
|---|---|
| Dedicated pages for key industries (cosmetics, food, drinks) | One generic “Our Packaging” page |
| Real info on lead times and MOQs | Zero transparency on production |
| Clear photos with specs, sizes, finishes | Stock photos and vague labels |
| Samples or quote forms in 1 click | 20-field form buried at the bottom of the site |
| Case studies or testimonials | Generic claims like “trusted by brands worldwide” |
Don’t just skim it — study it.
If their UX is better, their copy clearer, their process more convincing… that’s why they’re getting leads.
Now you know what to beat.
3. Use SEO tools to reverse engineer their success
You don’t have to guess which pages on their site are working — manufacturing SEO tools will tell you.
Here’s what to use:
Paid tools (if budget allows):
- Semrush – Excellent for keyword and competitor tracking
- Ahrefs – Great for backlinks, rankings, and traffic estimates
- Ubersuggest – Budget-friendly, solid features
Free tools:
- Hoth Rank Checker – Basic keyword visibility check
- Ahrefs Backlink Checker – See which sites are linking to them
What to look for:
- Top pages – Are they ranking with their homepage, service pages, blog posts?
- Top keywords – Which phrases are driving real traffic?
- Backlinks – What industry blogs, directories, or PR mentions are pointing to them?
If their blog on “how to choose sustainable packaging” is ranking well, and you haven’t written a piece like that? Opportunity.
If they’re listed on supplier directories or featured in industry roundups? Time for some outreach.
This is what practical SEO looks like: finding what’s working, identifying what’s missing, and building a better version.
Keyword research for your package manufacturers
1. Use related searches
Start by Googling a term you already know your ideal client would search.
Scroll to the bottom of the page — where it says “People Also Ask…”
That’s Google handing you a goldmine of real, user-driven keyword ideas.
These aren’t just variations.
They’re intent-based searches — phrased exactly how your buyers think.
They’re typing in what they need:
- Custom
- Eco-friendly
- Branded
- Wholesale
- Low MOQ
- By industry (cosmetics, food, fashion)
Capture those. Build pages and blog content around them. Use them in your titles, subheadings, image alt text, and landing page copy.
2. Use Answer Socrates
Answer Socrates is a dead-simple, free tool that pulls actual Google search questions around a topic.
Here’s how you use it:
Step 1: Go to answersocrates.com
Step 2: Type in a seed keyword — like custom boxes or custom subscription box packaging.
You’ll get a list of real questions people are searching for.
These questions = perfect blog topics, FAQ sections, or even full landing pages.
Because here’s the secret to SEO content that ranks:
Don’t write what you want to say. Write what your clients are already Googling.
They’re not interested in your brand story until you’ve answered their real concerns.
When you answer their questions on your site — clearly, helpfully, and without fluff — Google rewards you. And buyers trust you.
Find out more about how to find keyword ideas in my manufacturing keyword research guide.
Extra tip: Combine keywords with buying intent.
Not all keywords are equal. Let’s look at an example:
| ❌ Informational | ✅ Commercial |
|---|---|
| what is custom packaging | custom packaging supplier UK |
| types of cardboard boxes | printed ecommerce mailer boxes |
| packaging design tips | cosmetic packaging manufacturer |
The second column is what people search when they’re ready to pay you.
Focus 80% of your keyword research on commercial intent.
Use the other 20% (the questions and blog content) to support that core with educational trust-building content.
Side note: Learn more about search intent in this guide.
On-page SEO for packaging manufacturers
Most packaging manufacturers focus on machinery, capabilities, and lead times — but forget to structure their site for how buyers search.
So, let’s fix that.
Here are the most important, packaging-specific on-page SEO moves you can make:
Structure your pages around specific services and industries
Don’t just have one catch-all page called “Our Packaging Solutions.”
Split out your services into distinct, keyword-targeted pages.
Each page should cover one specific thing that a buyer might search for.
Examples of smart service page URLs:
- /luxury-rigid-boxes
- /subscription-box-packaging
- /eco-friendly-packaging
- /custom-food-packaging
- /cosmetic-packaging-uk
This gives Google clarity on what each page is about — and gives your buyer an exact match for what they’re looking for.
If you serve multiple industries, give each one its own space.
Example:
- /packaging-for-cosmetics
- /packaging-for-beverages
- /packaging-for-health-products
Use headlines that reflect buyer searches
Your H1 (main page headline) should match the keyword intent of the page.
Skip clever, vague titles. Be clear and direct.
Bad:
“We build beautiful packaging.”
Good:
“Custom eco-friendly packaging for ecommerce brands”
“Luxury rigid boxes for high-end cosmetics”
And make sure each page only has one H1. SEO 101.
Include key decision making info above the fold
Buyers want answers fast.
If your homepage or service page requires them to scroll to figure out what you offer, you’re losing leads.
Here’s what to show immediately when a page loads:
- What type of packaging you specialise in
- Industries you serve
- MOQ or lead time expectations
- A CTA (e.g. Get a Quote, Request a Sample)
Add real-world proof
If you want to stand out, show you’ve done this before — and done it well.
Embed:
- Testimonials from clients in specific industries
- Photos of packaging you’ve produced (with context)
- Case studies, even short ones (“Reduced breakage 28% for skincare brand with custom insert design”)
- Certifications (FSC, ISO, etc.) if applicable
Building that trust early will always go a long way.
Optmise images with alt text
You’re in a visual industry. Your product images are part of your sales pitch. But they also need to be part of your SEO strategy.
For every image:
- Use descriptive filenames (luxury-cosmetic-packaging.jpg)
- Write alt text that includes the product type and context (e.g. “Rigid box packaging for candle brand with foil stamping”)
This helps Google understand what the image is and bumps your chances of showing up in image search (which drives a lot of packaging traffic).
How hire an SEO for your packaging company
Before you hire anyone, get clear on your goals.
SEO isn’t one-size-fits-all.
What works for a packaging company that prints 10,000 corrugated boxes a week won’t work for a boutique rigid box maker working with indie skincare brands.
So, before you hire anyone, ask yourself:
- Do we want to attract more ecommerce brands looking for fast-turnaround DTC packaging
- Are we targeting specific niches like beauty, health, CBD, or food & drink?
- Do we need to land higher-value, repeat clients instead of one-off runs?
- Do we want to break into new markets or regions?
- Do we want marketing that generates leads instead of relying on trade shows and referrals?
Once you know what “good SEO” means for your packaging business, you can ask the right questions.
1. What's your pricing structure?
There are two main models:
✅ Retainer (best for long-term growth)
Think of this like hiring a strategist on your team.
They’ll:
- Track your rankings
- Keep your service pages optimised
- Help you create new content based on buyer demand
- Monitor competitors
- Build backlinks consistently
This is ideal if you’re serious about SEO being a channel, not a one-off tactic.
✅ One-off projects (best for quick fixes or testing the waters)
Need a site audit? Want a few SEO-optimised pages? Looking to clean up your technical SEO?
Project-based pricing is a great place to start if:
- You’re not ready for a full commitment
- You want to fix specific problems first
- You’ve never done SEO before and want to see if it’s a fit
Either way — get clear on what’s included and what happens after the work is done.
2. How do you report?
Don’t let someone send you a spreadsheet full of vanity metrics you don’t understand.
You want reporting that shows things like:
- Which pages are getting more traffic
- Which keywords are improving
- How many leads came from organic search (not paid ads, not social — search)
- How your performance compares to your competitors
Ask to see a sample report before you sign anything.
If it’s full of jargon, run.
The best SEO reporting is simple and tied to business impact.
3. How do you measure success?
Rankings are nice.
But they don’t pay for your next run of material or help you invest in a new folder gluer.
A good SEO should be laser-focused on the only numbers that matter to you:
- Qualified leads from the right industries
- Quote requests from brands that match your ideal client profile
- Revenue attributed to organic traffic (yes, this is trackable)
- Repeat visitors who come back after finding you via search
If they’re only talking about “traffic,” push them harder.
Because if you’re only showing up for what is packaging design, that traffic won’t convert.
Bonus: questions most packaging companies forget to ask
- Have you worked with manufacturers before?
SEO for packaging is not the same as SEO for SaaS or fashion brands. You want someone who understands B2B, lead generation, and technical buying journeys.
- Do you help with content creation too?
Because ranking for terms like luxury packaging for beauty brands means you’ll need content tailored to that audience — not generic blog filler.
- Do you optimise product/service pages?
Your packaging doesn’t live in a blog post. It lives on your service pages. Those need to be sharp, keyword-driven, and built to convert.
Wrap-up: what a great SEO partner looks like
The right SEO for your packaging business will:
✅ Understand your audience (startup founders, product developers, operations managers)
✅ Know how to position your offering in a crowded market
✅ Build you a search strategy that drives real quotes — not just traffic
✅ Communicate clearly, report simply, and track what matters
They won’t just help you show up.
They’ll help the right clients find you — and start conversations that lead to bigger, better orders.
Side note: Read my guide on choosing manufacturing SEO agencies for a more in-depth on how to vet and hire SEOs.
That’s the playbook.
That’s how you stop waiting around for word of mouth and start turning Google into your best, most reliable salesperson.
SEO for packaging manufacturers isn’t about gaming a system. It’s about showing up — loud, clear, and exactly where your dream clients are looking.
So, let’s get you seen.
Let’s get your machines humming.
Let’s get those pallets moving.
That’s all he wrote.
That’s all, folks.
Thanks for reading.