National 3PL & Warehouse Co. Expands Organic Reach, Connects Locally

WSI, an award-winning, 50+ location 3PL warehouse, hired Globe Runner in late 2022 to boost organic traffic, leads, and fill new capacity in key metros. They sought growth in specialized warehousing (chemicals, food, furniture, etc.) and freight brokerage.

B2B Business Services Featured SEO

The results

239%

Increase in Organic Conversions from 2023 to 2024

822

new leads from organic search in 2024 that resulted in 37 sales proposals

115%

increase in phone calls from Google Business Profile

163%

increase in website visits from Google Business Profile

128%

Growth in Share of Voice (ratio of keyword position and search volume)

In competitive local markets, average rank improved from 40+ to the top 10 (first page of Google) for Dallas, Allentown, Portland and Denver Metro Areas

Challenges

Technical SEO & Performance

WSI had outsourced website development overseas, which saved money but led to extensive content, user experience and site speed problems.

Fierce Online Competition

Moreover, WSI faced steep competition with SaaS based fulfillment companies dominating search results. Our team got to work improving messaging, aligning landing pages for CRO and optimizing the website for relevant, realistic and revenue-generating keywords.

Minimal Local Search Visibility

WSI had 30+ public warehouses and fulfillment centers that were often clustered together in major cities. As a result, WSI was relatively invisible for local warehouse and fulfillment keywords. Building regional and local leads while increasing national visibility was a challenge, but critical to growing organic leads and traffic.

Solutions

Strategic calls to action including Interactive maps were launched to showcase fulfillment and shipping capabilities. This allowed for further promotion of locations and the unique value proposition of WSI over competitors, the ability to split inventory for faster shipping, and lower costs nationwide.

Each warehouse location benefited from a unique local landing page targeting distribution, fulfillment and warehousing keywords. Several Google Business Profiles were verified and merged together, to consolidate reviews and local authority.

Warehouse capabilities and stats helped to differentiate content and allow for leads to better choose fulfillment centers. Regional location pages helped WSI dominate major metro areas where WSI had clusters of locations.

We added blogs to scale content and target relevant, realistic and revenue generating keywords. Many old blogs were not connecting to the correct audience and were rewritten, deleted or merged to improve keyword targeting.

Content targeting key industries was organized and expanded, to connect WSI to better qualified leads.

Conclusion

Organic search is now a critical channel and driver of high quality leads. Previously, WSI was a sales driven company with a limited marketing budget and team, but has now added a full marketing department.

WSI continues to grow and has completed several successful acquisitions during Globe Runner’s tenure. This has led to an expansion of existing SEO strategies and opened the door on new services and capabilities.

What the client said

The Globe Runner team became an extension of our marketing department during a critical period of growth. The results helped us win business and strengthened the company’s confidence that investing in marketing was a wise decision.