Today’s topic is internet marketing. More specifically, we will be going over the four pillars of SEO and why they are vital to your company’s growth and sales.
This article is not for everyone in the transportation industry. If you are exclusively in the outbound market for nationwide transportation, you focus on the spot transactional market. In this case, marketing is less consequential for you, so you may not be interested in building a website and SEO.
However, we believe that this will be very important for your business if you are in one of the following categories: local last-mile carrier, container drayage carrier, warehouse/public-warehouse provider, or if you provide value-added services, such as crating, local last mile, rail service, etc. In that case, you must acknowledge that creating a website and brand recognition is fundamental to your long-term success because the internet is not going anywhere.
Who is Your Demographic
When setting up your SEO strategy, you have to remember to please your users. Acknowledge your demographic and make sure your website is catered towards them. You also just want to make sure your website is visually pleasing and easy to use. We have provided links to assist in the speed and mobile-friendliness of your website. If the user interface is not optimized for all devices, then there will be people for whom all your hard work is wasted.
The next step in demographic optimization is knowing that for the freight industry, your users are likely to be scanning through the website to see if they have what they need. For this reason, it is unreasonable to expect the user to read long paragraphs. It is much better to focus on bullet points with keywords in them. 15s-20s videos can also be helpful, but most people clicking on your website will not have much longer than that. You also need to make sure your text is a size that is readable to most people on most devices.
B2B Users
In the freight industry, you are almost universally working directly with other businesses. We believe that B2B customers are looking for people online. However, this is not necessarily a universal belief in the industry. We have this belief because, when it comes to more local transport modes, most notably drayage, the industry is very fragmented. For this reason, proper positioning in search results and a good website can lead to you picking up a lot of business. You can achieve this with simple solutions that are free online.
Building Authority via Backlinks
Backlinks are web pages that point to your website. Ensuring proper backlinks is imperative for both SEO and general website quality. You can check to ensure that you do not have broken links on your website at http://www.brokenlinkerrors.com. By making sure you have reliable backlinks, you will lend authority to your website. That will result in better placement on google. As someone seeking to be a brand leader or mogul in the industry, you need to ensure that you have a website that shows up on the first page of google.
Satisfying Search Intent
You want to make sure when you are creating your website that you have specific search intent. That should focus on keywords relevant to your business. If you are a B2B provider in container drayage, last-mile delivery, or public warehousing, you need to be sure you have search intent on the internet. To achieve that, you want your LinkedIn and social media to focus on industry-related topics. That will allow potential business customers to find you more easily as well as create additional backlinks to your website. A fantastic page for helping you with search intent is Buzzsumo.
Sales Funnel
We have created over 11 websites in the last ten years. Building up a presence like that leads to a lot of trial and error. We have found that one of the single most important things you can have on your website is a good sales funnel. By collaboration with influencers in the industry, which buzzsumo is excellent for, you can help build a sales funnel and grow search intent. One of the first things you see on Gofreighthub.io is the ability to do a quick quote. The other thing you notice is that we are trying to redirect everyone to a specific page that is more relevant to their needs.
We will provide the quick quote widget to you so you can add it to your website to help create a sales funnel of your own. It is important to make a 1,2,3 easy efficient way to get a quote and contact info because it is generally the case that a potential customer has 15-20s to find what they are looking for on a website before moving on.
Blog Posts
An excellent way to build authority is by having a blog that provides regular updates on the state of the industry. You can talk about the struggles you are facing or more industry-wide issues such as the rising price of fuel and current freight demand. That builds search authority because it generates organic website traffic and is also chock full of keywords. Google also likes to see graphs, widgets, and downloadable content. A free ebook or widget is a great way to boost your website.
Optimize and Amplify
You optimize your website by making sure you are on as many directories as possible. Have a google business page and a yex page where you can combine and manage all of your directories. You also want to make sure that you give B2B customers an easy way to leave contact information with you. Once you have that, it is recommended that you send them some amount of advertisement and newsletters later on. We use MailChimp, but there are a slew of CRM platforms that will do the same thing. For amplification, it helps to build content on LinkedIn, Instagram, Youtube, and more. That content should link back to your websites which will boost your rankings and bring organic SEO validation.
Thank you for reading, and make sure to check out the full podcast available on our website! Or listen to the audio only version here.
The Freight Guru
ll@thefreightguru.io
Download the SEO PDF https://thefreightguru.io/wp-content/uploads/2021/03/Pilars-SEO-Strategy.pdf
Recommended Logistics and Trucking companies:
FTL Services – http://teamdgd.com – https://goftl.io – https://gologistics.io
LTL Services – https://goltl.io
Hazmat Services – https://gohazmat.io
TMS – https://mytruckhub.com
Logistics Services – https://go-freight.io
Fulfillment – https://gosunship.io
Warehousing – https://gowarehouse.io
