16 Sep SEO for Logistics?
Digital Marketing and SEO
I bet the last digital marketer you spoke to talked a lot about SEO, or search engine optimization. Are you still a little confused as to what SEO is?
According to the folks at Yoast, SEO is “the practice of optimizing your web pages to make them reach a high position in the search results of Google or other search engines. SEO focuses on improving the rankings in the organic – aka non paid – search results.”
The whole idea behind SEO is to ensure that your web pages show up when someone plugs certain words into Google, for example: freight, logistics, LTL, truckload, etc. And the truth is there’s a reason marketers like to talk about SEO–when it works, it’s awesome.
SEO and Inbound Marketing for Logistics
But most marketers aren’t familiar with the logistics market because for SEO to be advantageous, you need a good amount of inbound traffic. And here’s what we know–if you’re in logistics sales you’re not waiting for shippers to find you on the internet.
The logistics sales process goes more like this:
- You reach out to a shipper you think will be a good fit.
- You try to sell them on your value proposition.
- You wait for them to agree to add your information to their system and reach out when ready.
Nowhere in that scenario does the shipper approach you from an Internet search. And we all know why–shippers are bombarded with new partnership offers each day. Why would they waste their time trolling the web for more?
The truth is SEO is probably not the best strategy to get new business, and here’s why.
First of all, let me say that I’m not suggesting SEO isn’t important. Your website is a great resource for your sales team. For example, any prospective customer talking to a salesperson can look you up on Google. If they type in “top logistics company” and your website pulls up, that’s pretty great collateral.
Here’s the problem. SEO doesn’t come easy. In fact, SEO is an ongoing commitment. You need someone to lead the SEO initiative, and too often that person is already leading three other initiatives. It’s not always the best use of integral team members.
- Manufacturers and distributors are constantly offered new logistics partnership opportunities. Right now capacity is tight, so it’s unlikely they’re turning to Google to get the freight off their docks.
- It takes a long time to rank for SEO. Case in point: only 22% of pages currently ranking in the top 10 were created within one year, with the average top 10 ranking over two years old.
- Your team is (and should be) focused on logistics. Here at Squirrel Works, we can do the heavy lifting with SEO because that’s our job. SEO takes time, commitment, and content unique to your company.
Marketing for Logistics
Here at Squirrel Works, we work with logistics companies, and only logistics companies. It’s our job to make sure you get the most bang for your marketing buck. When you’re ready to begin work on SEO, your best bet is to work with professionals who can create content designed to boost your SEO over the long haul. We’d love to talk about SEO and other digital marketing for logistics strategies. Schedule a call today.