The Story of Universal Containers
Universal Containers has been a trusted name in the shipping container industry since 1990. With over 30 years of experience, the company had a solid reputation and strong offline presence, but its online visibility hadn’t kept pace. Their website felt outdated, lacked key landing pages, and struggled to generate meaningful traffic.
They came to us with one goal: Get more customers through organic search.
The Challenge: Competing in a Modern SEO Landscape
Despite their decades of industry expertise, Universal Containers was generating only around 1,000 monthly organic visitors. Their site had:
- Outdated branding and design
- Poor technical foundations
- A lack of essential category and product pages
- No clear content strategy
In short, the site had been built years ago, and SEO was never part of the conversation.
See image below of their old site/branding 👇
We needed to modernise everything from the ground up — without disrupting existing business operations.
Our Approach: Full-Scale SEO Overhaul Powered by an OCF Analysis
We started with what we call an OCF Analysis: Opportunity, Competition, Forecast.
This involved:
- In-depth keyword research to identify exactly what customers were searching for
- A competitive gap analysis to understand what others in the space were doing better
- A technical and link audit to assess the current site’s health
- Traffic and revenue forecasting to model the impact of our recommendations
This analysis revealed:
- Dozens of missing category pages (e.g. “20ft Shipping Containers,” “Used Shipping Containers for Sale”)
- Poor internal linking and flat site structure
- Outdated branding that didn’t instil trust or convert users
What We Did
1. Rebrand and Redesign
- Collaborated on a modern, trustworthy brand identity
- Built a fully redesigned, mobile-first website that aligned with user needs and search intent
See below the new site with branding 👇
2. Information Architecture & Site Build
- Implemented a new site structure based on real user searches
- Created dozens of new category and product pages targeting commercial-intent keywords
- Structured URLs, titles, and headings for clarity and SEO performance
See below new site architecture diagram. Any shapes that are rectangular mean they had that page before, but all the hexagon looking shapes are new landing pages we identified from the keyword research. 👇
3. Monthly Content Strategy
- Launched a content plan targeting middle and top-of-funnel keywords
- Blog posts, how-tos, and commercial guides to attract new audiences and support internal linking
4. Ongoing Link Building
- Built authoritative, relevant links through digital PR and niche outreach
- Prioritised quality and relevance over volume
The Results
Over the course of 12 months, we:
- Grew organic traffic from 1,000 to 13,000 monthly visitors
- Increased visibility for high-converting commercial keywords
- Helped Universal Containers become a top player online to match their offline reputation
That’s a 1,200% increase in traffic in just one year.
nd it wasn’t a one-off spike — this growth has continued month-over-month thanks to a solid foundation and ongoing strategy.
Ready to Rebuild Your Site With SEO in Mind?
Most businesses build first, then think about SEO later. We flip that.
At Snippet Digital, we design sites that are:
- Built for search from day one
- Structured around real customer behaviour
- Backed by strategy, not assumptions
Talk to us about your brand, and we’ll show you what’s possible.
Ready to increase your organic web traffic?
We believe in working with complete transparency and will carry out tasks efficiently and cost effectively