Answer Engine Optimization
Search Engine Optimization
Logistics
Increasing AI Search Visibility for a Global Logistics Provider
As AI began changing how B2B buyers research vendors, a global logistics provider partnered with Marcel to evolve its SEO and Answer Engine Optimization (AEO) strategy without losing sight of what mattered most: generating qualified leads and revenue.
At the start of 2026, the company set a clear list of priority markets. Marcel focused every part of the SEO and AEO program on those markets, starting with the questions their buyers ask AI engines rather than with keywords alone.
The result was stronger organic performance, expanded visibility across ChatGPT, Google AI Mode, and Google AI Overviews, and millions in attributed organic revenue from January to September 2026.
The Challenge
The logistics industry doesn't stand still, and neither do the people buying logistics services.
Changing tariffs, evolving trade regulations, geopolitical events, and ongoing supply chain disruptions continuously shifted the questions buyers were asking. At the same time, ChatGPT, Google AI Mode, and Google AI Overviews were changing how those buyers discovered and evaluated potential partners.
For the company, staying visible meant more than maintaining rankings. The company needed content that reflected the latest industry developments, reached buyers in its priority markets, and could be found and cited across both traditional search and AI-powered experiences.
Key challenges included:
Keeping content current as market conditions and buyer priorities evolved
Focusing limited resources on the markets most important to the company's growth
Identifying new content opportunities before demand showed up in traditional keyword data
Increasing visibility and citations across organic search and AI-generated answers
The Analysis
Focusing on Priority Markets
Not every search represents a potential customer. To concentrate on the business that mattered most, all SEO and AEO work was built around the priority markets the company set at the start of 2026:
Global: High Tech/MedTech, Fashion/Apparel, Government, Space & Defense, and Ecommerce Marketplaces
U.S.: Construction, Displays/Fixtures, and Tradeshows/Events, in addition to the global markets
Starting With Prompts, Not Keywords
The company already had a strong organic presence, but traditional keyword research only told part of the story. Instead of simply searching for "freight forwarding" or "warehousing," buyers were asking AI engines detailed questions, comparing providers, and evaluating their options in AI-generated answers.
So before planning any content, we identified the prompts buyers in each priority market ask AI engines. Those prompts became the foundation of the content strategy.
Using the Predictive Content Model
Using Marcel's Predictive Content Model (PCM), we simulated conversations between prospective customers and AI answer engines around those prompts. These conversations uncovered recurring questions, decision-making criteria, blog topics, and content gaps that keyword data alone missed.
We combined those insights with traditional SEO research to build a content plan for each priority market, focused on the topics most likely to drive qualified traffic and revenue.
The Solution
Optimizing Priority Pages
Each priority page received a full on-page optimization. Content was rewritten to target the keywords and AI prompts identified for its market, new FAQs answered the questions buyers were asking, and schema made the page easy for AI systems to understand and quote. The goal was for each page to be cited in AI answers. We also improved internal linking between related services and supporting resources to strengthen topical authority.
Publishing Supporting Blog Content
PCM-informed blogs were published on a consistent monthly cadence to support each priority page. These posts covered supply chain challenges, changing regulations, industry trends, and the questions buyers ask throughout their research, creating natural pathways from educational content to high-value service pages.
Formatting Content for AI
Rather than creating separate AI content, we made all content more complete, more organized, and easier for AI systems to understand and cite in their answers.
Implementing Structured Data
Schema was implemented across all priority areas of the site, giving search engines and AI systems clear signals about the company's services, markets, and expertise.
Running Ongoing Technical Audits
Regular technical audits found and fixed issues that could limit how search engines and AI systems crawl and interpret the site.
The Results
By combining traditional SEO with Answer Engine Optimization, the company expanded its visibility across organic search and AI-generated answers while driving measurable business growth.
Results from January to September 2026 included:
Millions in attributed revenue from organic search
137% year-over-year increase in AI overview rankings
33% year-over-year increase in AI-generated sessions
#3 in AI visibility among tracked logistics competitors across ChatGPT, Google AI Mode, and Google AI Overviews
By building around the company's priority markets and the questions buyers ask AI engines, SEO and AEO worked as one strategy, increasing visibility where it mattered most while generating millions in attributed organic revenue.
