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Increasing Organic Traffic to Your Transportation & Logistics Website
Increasing traffic to your transportation & logistics website is a big part of helping your company thrive. But what's the best way to do that? Does organic traffic matter more than other types? Where should you even start?
The good news is there are a lot of different ways you can increase organic traffic to your transportation & logistics industry website — and organic traffic is the best kind, if you can get it. When you have organic traffic, that means someone searched for the services you offer and found your site.
If you're getting found that way in search results, especially if you rank at or near the top of the page, it's more likely that your transportation & logistics business will be successful. But if you don't have a lot of organic traffic, you may be wondering where to start to get more. There are several areas to consider.
Keywords matter, of course, but so does being active on the right platforms, and tracking the proper metrics so you can make changes. You need quality information on your website, too, so anyone who finds you will want to stick around and keep reading. Here are some of the biggest areas to consider.
Your Audience Wants Quality Content
Understanding your audience is crucial. If you don't know who you're marketing your transportation & logistics website to, how will you know what they need to hear? It's easy to say that you're targeting anyone looking for transportation & logistics services. But that's not actually true.
There are geographic considerations, for example. Plus, you'll want to make sure the potential customers you're reaching need the type of transportation & logistics services you're offering. A lot of different shipping and planning services fall into that category. Not every customer who wants to ship something will be part of your target market.
For the people you are targeting, the right information is key. They're going to be interested in things like price, terms, and scheduling. They'll also want to know how their items are being shipped and if they have options. Since so much goes into your transportation & logistics website, you'll need to spend time making sure it's checking all the boxes for customers who visit it and also getting found easily by those who need it.
Place Your Focus on Keywords
The right keywords are important. But it's not just what you're saying. It's also how many times you're saying it. Google is very particular about keyword density. If you're stuffing in keywords to try to get a better ranking, you're only hurting your cause. The better option is to determine what your target audience is really searching for and make sure those words are on your website's pages.
Readability is vital, and your industry keywords should have a natural placement. For the transportation & logistics industry, for example, consider keywords such as:
- Transport
- Warehouse
- Storage
- Shipping
- Logistics
- Shipping Container
- Storage Units
- Pallets
- Trucking
These are only a small sample of the keywords you can use for a transportation & logistics industry website. It's also important to keep in mind that long-tail keywords, or keyphrases, should also be used on your site. Otherwise, you may not rank as well because too many sites have similar, short keywords.
Consider using some of the keywords listed above in phrases, such as "logistics services in [geographic location]" or "storage units near me." The more of those types of phrases you can work into your website's pages naturally, the more likely you'll be to rank for those phrases when people in your target market are looking for your services.
You can't cover every keyword or phrase on your website. It's not realistic, and it wouldn't read well. But you can definitely incorporate a lot of quality keywords and phrases just by talking about what you do and the services you offer, as well as your location. Consider having a blog, as well, because it's a good way to continue to add fresh content with keywords easily incorporated.
Examples of Industry Sites
There are already a lot of quality transportation & logistics industry websites online. You don't want to copy them, but you can definitely use them for inspiration. Whether you're starting a site from scratch or you just want to make some changes to your online presence, seeing what your competition is doing can be very valuable. Here are a few of the highest-ranking sites.
- USPS — The US Postal Service is arguably among the biggest shipping companies in the world. When it comes to transportation & logistics, it's what a lot of people rely on. It's also highly ranked because it's optimized for people searching for shipping options within the US. Because it offers so many different ways to send packages, along with different shipping speeds and prices, it's the go-to option for most people. They're familiar with mailing letters, so why not send packages, as well? The length of time the USPS has been around also factored into why they rank so highly for people who need to ship something. They're often at the top of a person's mind.
- UPS — Who doesn't recognize the big brown trucks of UPS when they see them in their neighborhood? Like the post office, UPS has a lot of top-of-mind awareness. They rank highly because people searching for shipping options may look for the company specifically. But they also do well for keywords related to transportation & logistics. It's all UPS does, so they know how to do it well. More importantly for organic traffic, they know how to convey that they do it well.
- FedEx — Not far behind UPS is FedEx, which has also been around for a significant period of time. People who need to ship things quickly often use this company, and past FedEx slogans have even played up the significance of being able to do this. Sending a letter or small package by "overnight mail" is often accomplished by sending it through FedEx. But the company can also ship large items and significant levels of inventory all around the world.
- DHL — While not as many people know about DHL, at least from an individual, residential standpoint, there are plenty of companies that use their services. Their bright yellow trucks can be seen all around the country, but they're a truly global shipping partner, as well. They might not be at the top of everyone's mind, but they're a high-ranking site when it comes to people looking for transportation & logistics options for their businesses.
Industry Tracking Tools Mean More Information
If you're in the transportation & logistics industry, you understand the value of tracking. You do it for every shipment and often in real-time. You need to know where shipped items are, and so do your customers. But you also need to track what's happening with your industry website, so you can focus on bringing in more organic traffic.
There are a number of quality tools for transportation & logistics industry tracking. Many sites use a transportation management system, which helps them keep everything in one place. Those metrics matter, but they won't give you the information you need to track what's happening with your actual site and its traffic. For that, you need tools that focus on site metrics.
Web analytics tools are the right option for doing that. They can help ensure that you're getting good information and understanding where your site traffic is coming from.
The same is true with seeing where your traffic is coming from, so you know who you're actually reaching and who may be missing out on what you have to offer. If you're targeting sites that aren't working for you, different sites could be a much better choice.
The Right Platforms Get You Noticed
Increasing organic traffic is easier when you're putting your information right in front of people who can use it. To do that, you'll need to be on platforms where your target market also spends time. Fortunately, places like Twitter, Instagram, and Facebook are used by large segments of the population. Being active on those sites is valuable for nearly any type of company, including those involved with transportation & logistics.
You can post pictures, videos, and quotes, answer questions, link to valuable articles and information, and much more when you're on platforms where potential customers can find you. Being interactive there will also benefit you and provide you with more exposure. Knowing what to say can take some time, but taking a look at what your competitors are doing also helps.
Also, consider platforms that aren't as highly used by everyone, but that might make more sense for your business. For example, a transportation & logistics industry company should have a strong presence on LinkedIn. That platform is much more business-oriented than many others, and it's a good way for businesses that need your services to have a better chance of finding you.
Also, consider being active on forums where companies frequently interact with one another and with their customers. These options can give you other ways to get your name and skill set in front of people who can use the services you offer. Choosing active forums and sites is crucial, or you might not get enough benefit for the time you'll spend.
Hiring a Content Writer Just Makes Sense
No matter where you choose to spend your time online or what kinds of changes you want to make to your transportation & logistics industry website, hiring a content writer is one of the very best ways to increase your organic traffic. By choosing a writer in your industry, you'll have an important ally on your side.
You can work with your content writer to create more informative value for the customers you're trying to attract. Optimizing for keywords, rephrasing to create more interest, and adjusting existing copy may all help your website rank more highly. Adding new copy has a lot of value, as well, especially if it's something your competitors frequently do. Working with a writer who has industry experience can make all the difference.
Ready to find a great content writer who can give your transportation & logistics website a makeover and provide the quality content you're looking for? Scripted can help you connect with a great writer with experience in the transportation & logistics industry. Not only will that help your site see more organic traffic and a higher ranking in the search engines, but it can also give you more peace of mind.
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March 29, 2024
