SEO Case Study: From Page 4 to Page 1 in 5 Months for a B2B Freight Forwarder in Houston

In early 2025, a Houston, Texas based B2B freight forwarder partnered with Goforaeo because their website was not bringing steady inbound quote requests from Google. They had solid operations and great client retention, but online visibility was weak and competitors were taking the search traffic.

This SEO Case Study covers what we did, what changed, and the exact month by month progress from February 3, 2025 to June 30, 2025. It includes real style SEO work: technical fixes, service page upgrades, content that matches buyer intent, and links that make sense for logistics.

Client overview and starting point:

The client is a B2B freight forwarder serving Houston and nearby industrial zones. They handle international air freight, ocean freight, customs clearance, and time sensitive shipments for manufacturers and distributors.

Their website looked fine at first glance, but it did not answer search intent clearly and it did not build trust fast enough. It also had technical issues that made Google crawl and understand key pages slower than it should.

Location and market context:

Houston is extremely competitive for logistics searches. Many companies target the same terms, and the search results often favor brands with strong local signals, strong service pages, and trusted backlinks from relevant sites.

We focused on ranking improvements, but we aligned every action to a business outcome: more qualified RFQs and calls from companies that ship regularly.

What we measured first and the baseline metrics:

Before making changes, we set a clean baseline so we could prove progress without guessing. We pulled data from Google Search Console, Google Analytics 4, and a keyword tracker, then reviewed the site in a crawler.

Here is the baseline snapshot taken during February 3 to February 7, 2025.

Baseline rankings and visibility:

• Primary target keyword (local intent): “freight forwarder houston”
  
  • Starting average position: 34 to 38 range (Page 4 area)
    
• Secondary service keywords (examples):
  
  • “air freight forwarder houston”: position 26
    
  • “ocean freight forwarding houston”: position 29
    
  • “customs clearance houston”: position 31
    
• Total tracked keywords: 25
  
  • Keywords on Page 1: 4
    
  • Keywords in positions 21 to 50: 15
    

Baseline traffic and leads:

• Organic sessions per month (GA4): 420
  
• Organic leads per month (form submissions + tracked calls): 18
  
  • Quote form submissions: 6
    
  • Phone calls from organic (call tracking): 12
    
• Engagement issues we saw:
  
  • High drop offs on service pages
    
  • Low clicks from impression heavy queries in Search Console
    

Technical and on page issues found:

• Several service pages were thin and did not match what buyers search for
  
• Duplicate or weak title tags across key pages
  
• Slow mobile performance on core pages
  
• Internal linking was random, with no clear hierarchy
  
• Some old URLs were still indexed and competing with newer pages
  
• Local signals were weak and inconsistent across the site
  

Strategy overview:

We used a simple, practical plan built around how logistics buyers search. Instead of chasing dozens of random keywords, we created a clear service structure and built authority around it.

The strategy had four main parts, run in parallel so results could compound.

Part 1: Fix crawl and speed so Google can trust the site:

We cleaned index bloat, fixed redirect chains, improved internal linking, and addressed mobile speed. This made it easier for Google to crawl the site and understand which pages matter.

Part 2: Upgrade service pages to match real buyer intent:

Freight forwarding searches are not just informational. People want proof, process, coverage, and next steps. We rewrote service pages to answer pricing questions, lanes served, documents needed, transit time expectations, and compliance basics.

Part 3: Build a local and industry relevant authority layer:

This included local SEO cleanup, logistics citations, and backlinks from real industry sources. Not spam, not random guest posts, but links that fit the business.

Part 4: Turn traffic into quote requests:

Rankings mean nothing if visitors do not take action. We improved page layout, added trust elements, made forms easier, and set up better tracking so the client could see what was driving leads.

Month by month execution and results:

Below is the full timeline from February 2025 to June 2025, including what we did and what moved each month. Every month includes both actions and measurable results.

February 2025: Foundation, fixes, and a clean structure

We used February to make the site easier to crawl and easier to understand. We also started content upgrades on the pages closest to revenue.

Key work completed in February:

• Full technical crawl and priority fix list
  
• Fixed index issues:
  
  • Consolidated competing pages
    
  • Added canonical tags where needed
    
  • Updated and resubmitted XML sitemap
    
• Improved internal linking:
  
  • Added contextual links from blog and supporting pages to money pages
    
  • Built a simple service hub structure
    
• Reworked metadata on core pages:
  
  • Updated titles and descriptions for 12 pages
    
• Speed improvements:
  
  • Compressed heavy images on top pages
    
  • Removed unused scripts on key templates
    
• Tracking setup:
  
  • GA4 conversion events for quote forms
    
  • Call tracking for organic calls
    
  • Search Console performance segments for priority pages
    

February performance data:

• “freight forwarder houston” position: 34
  
• Organic sessions: 420
  
• Organic leads: 18
  
• Keywords on Page 1: 4
  

March 2025: Service page rebuild and first content batch

In March we focused on page quality and intent match. We rebuilt core service pages so they actually answered what procurement and shipping teams want.

Key work completed in March:

• Rewrote and expanded 5 core service pages:
  
  • Air freight forwarding
    
  • Ocean freight forwarding
    
  • Customs clearance support
    
  • Project cargo overview
    
  • Warehousing and distribution support
    
• Added trust and proof elements:
  
  • Process steps, service coverage notes, compliance checkpoints
    
  • Clear “Request a quote” blocks placed earlier on pages
    
  • FAQ sections based on real Search Console queries
    
• Built internal linking rules:
  
  • Every service page links to related services and one supporting guide
    
• Published 3 supporting articles aimed at commercial intent:
  
  • Topics like shipping documents, incoterms basics for buyers, and clearance timelines
    
• Local SEO cleanup:
  
  • Standardized name, address, phone across top directories
    
  • Updated Google Business Profile categories and services list
    

March performance data:

• “freight forwarder houston” position: 24
  
• Organic sessions: 610
  
• Organic leads: 22
  
• Quote form submissions: 8
  
• Calls from organic: 14
  
• Keywords on Page 1: 6
  

April 2025: Authority building and stronger topical coverage

April was about building authority and depth. We expanded topic coverage around high intent services and started consistent link work.

Key work completed in April:

• Published 4 more supporting pages:
  
  • Industry focused shipping guides aimed at B2B buyers
    
  • Each page tied back to a service and included a quote action
    
• On page upgrades across 10 pages:
  
  • Better headings, stronger internal links, clearer service areas
    
  • Added comparison style sections like “Air vs Ocean: when to use which”
    
• Backlink outreach started:
  
  • Built a list of local and industry sites with real relevance
    
  • Secured 4 backlinks from:
    
    • Local business directories with editorial review
      
    • Logistics and trade related resource pages
      
• Improved conversion flow:
  
  • Shortened quote form fields from 11 to 7
    
  • Added a second contact option for urgent shipments
    
• Technical cleanup continued:
  
  • Fixed broken links and redirected old blog URLs properly
    

April performance data:

• “freight forwarder houston” position: 16
  
• Organic sessions: 940
  
• Organic leads: 27
  
• Quote form submissions: 11
  
• Calls from organic: 16
  
• Keywords on Page 1: 10
  

May 2025: Local signals, link velocity, and CTR improvements

By May, the site had stronger pages and better structure. Now we pushed harder on click through rate and local relevance while keeping link growth steady.

Key work completed in May:

• Search Console CTR work:
  
  • Rewrote titles and descriptions for 8 pages to match buyer language
    
  • Added clearer value phrases like lane coverage and service speed
    
• Local content improvements:
  
  • Added a Houston focused logistics page that connected services to local industries
    
  • Built internal links from that page to key service pages
    
• Built 6 new backlinks:
  
  • Mix of Houston business resources and industry sites
    
  • Focused on branded and natural anchors, not exact match spam
    
• Added case proof and credibility:
  
  • Added simplified “What happens after you request a quote” section
    
  • Added compliance notes that build trust for importers and exporters
    
• Site hygiene:
  
  • Removed thin legacy content that was not helping rankings
    
  • Updated stale pages with fresh dates and improved clarity
    

May performance data:

• “freight forwarder houston” position: 11
  
• Organic sessions: 1,280
  
• Organic leads: 34
  
• Quote form submissions: 15
  
• Calls from organic: 19
  
• Keywords on Page 1: 14
  

June 2025: Page 1 entry, stability, and scaling what worked

In June we focused on pushing key terms into Page 1 and keeping them stable. We also reinforced internal links and improved a few pages that were stuck near the top of Page 2.

Key work completed in June:

• Updated 6 priority pages based on query data:
  
  • Added missing sections that people were searching for
    
  • Expanded FAQs using real question style searches
    
• Internal linking sprint:
  
  • Added 25 new contextual internal links from relevant pages
    
  • Improved breadcrumb and navigation clarity
    
• Backlinks and mentions:
  
  • Added 5 more backlinks from trade resources and local business publications
    
  • Earned 1 unlinked mention, then requested and got it linked
    
• Speed and UX polish:
  
  • Improved mobile layout for quote blocks
    
  • Reduced heavy elements on service templates
    
• Reporting and proof collection:
  
  • Captured ranking screenshots and Search Console exports
    
  • Built a clear before and after view for the client
    

June performance data:

• “freight forwarder houston” position: 7
  
• Organic sessions: 1,680
  
• Organic leads: 54
  
• Quote form submissions: 28
  
• Calls from organic: 26
  
• Keywords on Page 1: 19
  

Before vs after proof:

This is the clearest comparison based on the first full baseline week in February and the last full month in June.

Rankings:

• “freight forwarder houston”
  
  • Before: position 34 to 38 range
    
  • After: position 7
    
• Total Page 1 keywords:
  
  • Before: 4
    
  • After: 19
    
• Keywords in positions 21 to 50:
  
  • Before: 15
    
  • After: 5
    

Traffic:

• Organic sessions per month:
  
  • Before: 420
    
  • After: 1,680
    
  • Change: up by 300 percent
    

Leads:

• Total organic leads per month:
  
  • Before: 18
    
  • After: 54
    
  • Change: 3 times more leads
    
• Quote form submissions:
  
  • Before: 6
    
  • After: 28
    
• Calls from organic:
  
  • Before: 12
    
  • After: 26
    

What actually made the difference:

A lot of SEO checklists look the same. The difference here was doing the right basics in the right order and keeping the work tied to buyer intent.

Service pages that sound like the customer:

Freight forwarding buyers want clarity. They want to know if you can handle their type of shipment, what documents are needed, what the process looks like, and how fast they can get a quote.

We made pages easier to read and more useful:

• Clear steps for air and ocean shipments
  
• Realistic timeline expectations
  
• What information is needed to quote
  
• Common problems and how the team solves them
  
• Simple FAQs that match what people type into Google
  

Strong internal linking that supports the money pages:

Most sites have blog posts that never help service pages rank. We built internal links with a clear pattern so authority flowed into the pages that matter.

Examples of what we changed:

• Every guide linked to a relevant service page
  
• Service pages linked to related services, not random blog posts
  
• The Houston focused page acted like a bridge for local intent searches
  

Local trust signals done properly:

In logistics, local trust matters even if service is global. We strengthened local signals without stuffing keywords.

We focused on:

• Clean directory listings
  
• A stronger Google Business Profile
  
• Houston context where it made sense
  
• Local backlinks that confirmed the business was real and active
  

Consistent, relevant backlinks:

We avoided shortcuts. Instead, we built links that fit the industry and geography.

Link sources included:

• Trade and logistics resources
  
• Local Houston business sites
  
• Editorial directories that actually review submissions
  
• Supplier and partner listings when available
  

Tracking and iteration:

We did not guess. We used Search Console queries and page level performance to decide what to update next. That is how we moved from Page 2 to Page 1 faster in the final stretch.

Tools used:

We kept the tool stack simple and focused on what helps decisions.

• Google Search Console: queries, pages, CTR, indexing checks
  
• Google Analytics 4: organic sessions, engagement, conversion events
  
• Call tracking software: organic call volume and source quality
  
• Ahrefs: competitor gaps, backlink opportunities, keyword movement
  
• Screaming Frog: crawl issues, metadata, internal linking, redirects
  
• Google PageSpeed Insights: mobile speed checks and fixes
  
• Looker Studio: monthly reporting dashboard for client visibility
  

What we did each month in numbers:

These are the monthly action counts that supported the ranking and lead growth.

• February 2025:
  
  • Pages with metadata improvements: 12
    
  • Technical fixes shipped: 15
    
  • Internal links added: 10
    
• March 2025:
  
  • Service pages rebuilt: 5
    
  • Supporting articles published: 3
    
  • Local listings updated: 20
    
• April 2025:
  
  • Supporting pages published: 4
    
  • Pages refreshed and improved: 10
    
  • Backlinks earned: 4
    
• May 2025:
  
  • CTR focused title and description rewrites: 8
    
  • Backlinks earned: 6
    
  • Thin pages removed or merged: 6
    
• June 2025:
  
  • Priority pages updated based on live queries: 6
    
  • Contextual internal links added: 25
    
  • Backlinks earned: 5
    

What we would do next after June 2025:

By the end of June, the site was on Page 1 and generating more qualified inbound leads. The next step would be to protect and expand those wins.

Here is what we typically scale after results like this:

• Build more industry specific pages for Houston sectors like manufacturing, oil and gas suppliers, and medical shipments
  
• Create lane focused pages only when there is real search demand
  
• Add more proof content like shipment stories, process walkthroughs, and compliance checklists
  
• Continue steady backlink growth with a focus on trade publications and partner mentions
  
• Improve quote conversion rate further with better forms and clearer service qualification questions
  

Closing note:

From February 3, 2025 to June 30, 2025, this Houston B2B freight forwarder moved from Page 4 visibility to a stable Page 1 position for a key local intent term, while also increasing organic leads in a measurable way. The work was not one magic trick, it was consistent SEO basics done with buyer intent, clean structure, and real trust signals.

Author: Vishal Kesarwani

Vishal Kesarwani is Founder and CEO at GoForAEO and an SEO specialist with 8+ years of experience helping businesses across the USA, UK, Canada, Australia, and other markets improve visibility, leads, and conversions. He has worked across 50+ industries, including eCommerce, IT, healthcare, and B2B, delivering SEO strategies aligned with how Google’s ranking systems assess relevance, quality, usability, and trust, and improving AI-driven search visibility through Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO). Vishal has written 1000+ articles across SEO and digital marketing. Read the full author profile: Vishal Kesarwani