Search Engine Optimization
Driving Measurable Organic Growth for a Global Logistics & Supply Chain Provider
A global leader in supply chain solutions, offering freight forwarding, e-commerce fulfillment, and white-glove delivery, partnered with Marcel Digital to overhaul their SEO strategy, expand organic visibility, and generate qualified Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs) through a more measurable and scalable approach. With a new website launching and increased competition across logistics and e-commerce sectors, the company needed a fully integrated SEO program powered by accurate data, cohesive reporting, and targeted content built around high-intent customer needs.
The Challenge
The company needed a strategic, data-driven SEO program that could keep pace with their evolving business and the complexities of the global logistics landscape. Their existing organic approach presented several key challenges:
Fragmented Data & Reporting
They lacked accurate attribution for SEO performance. GA4 and Salesforce were not fully connected, making it difficult to validate organic lead quality or understand how SEO contributed to pipeline revenue.
Unclear Content Priorities
Their content strategy was not aligned to keyword intent, buyer needs, or high-value industries. Messaging did not reflect the primary reasons prospects switch logistics providers, and insights were not consistently shared across teams.
Rapid Industry Shifts
The logistics sector changes quickly due to supply chain disruptions, fluctuating demand, and competitive pressures. The company needed an SEO program capable of adapting in real time to shifting search patterns and market conditions.
The Solution
Marcel Digital partnered with the Global Logistics and Supply Chain Provider to develop a unified SEO strategy grounded in accurate data, technical excellence, and targeted content.
Measurement & Analytics Alignment
Marcel Digital integrated GA4 and Salesforce to create a clear, unified view of organic performance. This allowed the company to track lead quality, pipeline revenue, and keyword impact from a single reporting environment. A custom SEO measurement plan was mapped directly to their sales workflow, ensuring transparency across teams and enabling data-driven optimization.
SEO-Led Website Improvements
The company’s website was restructured with updated information architecture aligned to user behavior and high-value service areas. Technical enhancements improved speed, indexability, and internal linking while UX refinements strengthened conversion pathways. A full SEO migration strategy preserved existing rankings and provided a stronger foundation for organic growth.
Content & Industry Optimization
Guided by Salesforce insights and keyword research, Marcel Digital built a content strategy focused on the core factors that influence logistics provider switching behavior. Content was crafted to align with high-intent searches across the company’s top verticals, including retail, healthcare, electronics, aerospace, fashion, and technology, with dedicated landing pages and industry-specific content clusters that improved relevance and engagement.
The Results
The SEO program delivered immediate, measurable improvements across visibility, lead quality, and revenue alignment. By rebuilding the company’s organic strategy around accurate data, technical improvements, and industry-focused content, the team saw strong performance gains:
Increased Organic Visibility: They saw significant growth in keyword rankings and search impressions, driven by improved site structure, optimized content, and stronger technical performance.
Higher-Quality Leads: With GA4 and Salesforce fully connected, the team could validate SEO-driven MQLs and SQLs. Organic leads showed higher relevance and stronger alignment with the company’s target industries.
Improved Conversion Rates: UX enhancements, updated page layouts, and clearer conversion pathways increased engagement across key service pages and boosted organic conversion rates.
Meaningful Revenue Influence: Portions of the nearly $13 million in revenue influenced by digital marketing were directly tied to organic search performance, supported by precise pipeline attribution.
The company now has a modern, scalable SEO foundation that improves visibility, strengthens lead generation, and gives the team full clarity into how organic search contributes to business growth.
