The Challenge

Nexeo Plastics stands as a leader within the plastic distribution industry, connecting manufacturers with high-quality thermoplastic resins like polypropylene, polyethylene, and polycarbonate. The global resin distributing company offers technical expertise through its team of application engineers, who provide tailored material selection, application development, and process optimization support.

Their mission is clear: to bridge the gap between buyers and suppliers to deliver solutions that address the unique challenges of diverse industries.

To enhance its global footprint and amplify brand visibility, Nexeo Plastics partnered with Forthea Digital Marketing to establish an international SEO strategy. Together with Nexeo’s affiliated partners, SDL for translation services and Primer Grey for branding, Forthea's team focused on implementing an SEO approach that not only elevates Nexeo’s search presence but also highlights its commitment to providing superior solutions in a competitive landscape. Through this collaboration, Forthea has helped Nexeo Plastics strengthen its brand, increase online visibility, and better connect with its global customer base, to solidify its position as an industry leader across global markets.

 

US Search Awards Finalist 2024

The Client Nexeo Plastics Visit Site
Measurable Results

+166%

End Market Page Traffic

+80%

E-Commerce Platform Clicks

+107%

Non-Brand Page 1 KW Performance

Campaign Strategy

Our team increased non-branded organic visibility and revenue for core page groups, specifically focusing on Supplier Products and End Markets by targerting different user intents and attracting users to particular verticals.

Resource Allocation – To overcome unique resource constraints, the specialist ensured the availability of sufficient support for optimizing the quality of each page group based on time, budget and content expansions.

Performance Measurement- The specialist had to accurately define each audience segment and assign results based on the page group to avoid misinterpreting the data. Strategic tracking was established, along with measurements for bottom-funnel and top-funnel actions based on each user segment.

Defined Messaging- Since two differing page groups and audience segments were targeted, we ensured to maintain a consistent brand voice and messaging across both pages while determining the most relevant content for each purchasing stage.

+80%E-commerce Platform Traffic YoY
Our Digital Marketing Strategy
Content Optimization

We crafted tailored content for each audience segment to ensure it meets unique user interests and search intents. There were "End Market" and "Supplier Products" audience segments created with industry-specific blogs and solution-oriented on-page content to further explain the products available. From detailed product descriptions to educational use cases, we catered to users through differing decision-making processes.

Keyword Implementation

We developed an optimized keyword strategy to avoid cannibalization and align with the intent of each audience segment. There were keywords selected based on specific product names and transactional terms were included to indicate the purchase intent. Each stage was appropriately targeted based on the specific needs of each customer type.

Conversion Allocation

Specialists implemented optimized content to drive conversions for bottom-funnel (Supplier Products) and top-funnel (End Markets) actions. We aimed to influence immediate actions with optimized call-to-action buttons, user-friendly forms, and technical reviews of the product page navigation. To target all stages of the funnel, we included informative resources, interactive tools, and product descriptions.

 

Segmented Analytics Tracking

We provided segmented tracking strategies in GA4 to measure performance separately for each audience type, highlighting clear insights into the effectiveness of the SEO efforts for each segment. Specialists presented metrics and thoroughly reviewed with the client to outline outstanding items to further amplify the digital marketing efforts for an increase in results.

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