SEO Case Study: How a Logistics Marketplace Increased Partner Requests by 260%
On June 17, 2025, a logistics marketplace serving Reno, Nevada partnered with Goforaeo to increase partner requests coming from organic search. They already had a solid platform for connecting shippers and carriers, but Google visibility was not strong enough in Reno and nearby trade routes. The website also did not guide the right visitors toward the partner request form, so growth was slower than it should have been.
This case study covers June 17, 2025 to December 18, 2025, with a baseline from May 1, 2025 to May 31, 2025. All results were tracked through GA4 events, Google Search Console, and CRM form records. By December 2025, partner requests from organic search increased by 260%, supported by steady month by month SEO work.
Marketplace overview and what was holding them back in Reno
The client is a logistics marketplace that helps shippers find capacity and helps carriers find loads. They operate across multiple regions, but Reno was a high priority market because of its growth in warehousing, distribution, and cross state freight movement. They had the product, but their search presence did not reflect it.
Before SEO work started, the website relied heavily on branded searches and direct outreach. Their service pages were broad, and many didn’t match how partners search in real life. Terms like freight marketplace, load board alternatives, carrier onboarding, and shipper matching were either missing or not explained clearly enough for Google to rank the site well.
Local relevance also needed improvement. Even though Reno was a key area, the site didn’t show enough local context. Many partner searches include a city name or region, and competitors were capturing that demand with better location signals and clearer landing pages.
Baseline metrics and tracking rules
We used May 2025 as the baseline month so the before snapshot was clean and fair. That also helped separate SEO impact from launch changes done later. We tracked partner requests as conversions, and we validated CRM records to avoid counting spam or duplicates.
What counted as a partner request
Partner requests were counted only when the person or company completed the partner form or requested onboarding through the website. We did not count newsletter signups, job applications, or general contact forms unless they clearly asked to partner.
A partner request was counted when:
- A shipper asked to post loads or use the marketplace to find carriers.
- A carrier asked to onboard, get matched to loads, or request platform access.
- The request came from organic search traffic in GA4 and was confirmed in the CRM.
Baseline numbers: May 1, 2025 to May 31, 2025
Baseline metrics in May 2025:
- Organic sessions: 4,600
- Search Console clicks: 2,120
- Search Console impressions: 89,400
- Average CTR: 2.37%
- Tracked keywords in top 10: 17
- Tracked keywords in top 3: 3
- Partner requests from organic: 25
- Organic partner request conversion rate: 0.54%
- Non branded share of organic traffic: 48%
The biggest problem was that many visitors landed on pages that were not built for conversions. We needed more traffic to land on pages that explain value fast and lead to a partner request.
Tools used during the campaign
We used a steady tool stack so reporting stayed consistent and decisions were data based. We also monitored performance weekly, because logistics search demand can shift quickly by season and industry cycles.
Tools used from June 2025 to December 2025:
- Google Analytics 4: conversion tracking for partner requests, landing page performance.
- Google Tag Manager: event setup for form submissions and key button clicks.
- Google Search Console: query growth, indexing, CTR improvements.
- Ahrefs: keyword discovery, competitor gap analysis, backlink monitoring.
- Screaming Frog: technical audits, internal link checks, metadata review.
- Looker Studio: monthly dashboards for leadership and marketing team.
- Hotjar: recordings and scroll maps to reduce form drop off.
- CRM reporting: lead validation, partner type tagging, spam filtering.
This setup helped ensure we were tracking real partner requests, not inflated numbers.
SEO strategy: How we increased partner requests step by step
We followed a layered approach because marketplaces need both visibility and trust. First, we fixed technical and structure issues. Then we built high intent landing pages for both shippers and carriers. After that, we created content clusters around logistics problems and routes. Finally, we improved conversion flow so visitors could request partnership with less friction.
The strategy had five parts:
- Technical cleanup and stronger site structure.
- Shipper and carrier landing pages built for intent.
- Reno local relevance pages to improve regional searches.
- Content clusters that support decisions and rankings.
- Conversion improvements focused on partner request completion.
Phase 1: Technical cleanup and structure improvements
We started with a technical audit because it usually unlocks fast gains. The site had internal linking gaps and some index clutter. These issues make it harder for Google to understand the most important pages.
Work completed from June 17, 2025 through early July 2025:
- Cleaned redirect chains and fixed broken links.
- Improved internal linking toward partner onboarding pages.
- Rewrote titles and meta descriptions for intent and Reno relevance.
- Consolidated thin pages that were not adding value.
- Improved page speed on high traffic landing pages.
This made the site easier for Google to crawl and easier for users to navigate.
Phase 2: Landing pages built for partner intent
Partner requests come from high intent pages, not general pages. We built and improved landing pages for two audiences: shippers and carriers. Each one needs different messaging and proof.
Landing pages improved from July through August 2025:
- Carrier onboarding page with clear requirements and steps.
- Shipper page explaining how to post loads and get matched.
- “How the marketplace works” page that reduces confusion.
- Reno focused page connecting services to the local market.
Each page included simple sections, clear trust signals, and one main action. We avoided clutter because too many choices reduce conversions.
Phase 3: Reno local relevance without keyword stuffing
Even though the platform operates broadly, location still matters for logistics. Many searches include city names, and Reno is often searched with warehousing and freight terms. We built local context that felt useful, not forced.
Local actions completed in August and September 2025:
- Created a Reno focused landing page with real local context and FAQs.
- Added internal links from Reno pages to onboarding pages.
- Updated content to reflect local industry terms naturally.
- Strengthened location signals across key pages.
This helped improve visibility for local searches and increased click quality.
Phase 4: Content clusters that built authority and drove the right traffic
After service pages were strong, we built content that supports the decision process. In logistics, many partners want clarity on onboarding, pricing, requirements, and how matching works.
Content themes published from September through November 2025:
- How carrier onboarding works and what documents are needed.
- How shippers can reduce empty miles and improve coverage.
- Load matching basics and how pricing is influenced.
- Common mistakes carriers and shippers make when choosing platforms.
Every content piece linked into the partner pages. This helped rankings and helped users move from reading to requesting partnership.
Phase 5: Conversion improvements that reduced drop off
Conversion work was a major reason partner requests grew by 260%. We used Hotjar and GA4 paths to see where users dropped off. Then we simplified forms and improved clarity.
Conversion improvements shipped from October through December 2025:
- Simplified the partner request form while keeping quality fields.
- Added trust sections near the form, including support and response time.
- Improved mobile usability and reduced form friction.
- Made contact options clear for partners who prefer calls.
These changes increased form completion and improved partner lead quality.
Month by month execution and results
Below is the month by month timeline showing actions and performance. May 2025 is the baseline and December 2025 is the stable after snapshot.
May 2025 baseline: May 1, 2025 to May 31, 2025
Baseline results in May 2025:
- Organic sessions: 4,600
- Search Console clicks: 2,120
- CTR: 2.37%
- Partner requests from organic: 25
June 2025: June 17, 2025 to June 30, 2025
June was focused on audits, quick technical fixes, and tracking validation. We also mapped keyword intent for shippers and carriers.
Work done in June 2025:
- Technical crawl and cleanup plan.
- Metadata updates for top pages.
- GA4 conversion tracking validation for partner forms.
June 2025 results:
- Organic sessions: 4,980
- Search Console clicks: 2,340
- Impressions: 93,600
- CTR: 2.50%
- Tracked keywords in top 10: 19
- Partner requests from organic: 30
- Conversion rate: 0.60%
July 2025: July 1, 2025 to July 31, 2025
July focused on structure fixes and onboarding page improvements. We strengthened internal linking and improved the pages that partners see first.
Work done in July 2025:
- Redirect and internal link fixes.
- Carrier onboarding page rewrite and clarity improvements.
- Shipper page content updates and proof sections.
July 2025 results:
- Organic sessions: 5,520
- Search Console clicks: 2,720
- Impressions: 101,800
- CTR: 2.67%
- Tracked keywords in top 10: 24
- Partner requests from organic: 36
- Conversion rate: 0.65%
August 2025: August 1, 2025 to August 31, 2025
August focused on new landing pages and early local work. We added a clear “how it works” page and built stronger Reno signals.
Work done in August 2025:
- New “how the marketplace works” page launch.
- Improved CTA placement on top pages.
- Reno page draft and local FAQ mapping.
August 2025 results:
- Organic sessions: 6,240
- Search Console clicks: 3,260
- Impressions: 115,900
- CTR: 2.81%
- Tracked keywords in top 10: 31
- Partner requests from organic: 44
- Conversion rate: 0.71%
September 2025: September 1, 2025 to September 30, 2025
September focused on local relevance launch and content support. We published Reno focused pages and started content that supports onboarding and matching.
Work done in September 2025:
- Reno page launch with local context and FAQs.
- Published 3 content pieces tied to partner intent.
- Internal linking strengthened from content to onboarding pages.
September 2025 results:
- Organic sessions: 7,020
- Search Console clicks: 3,940
- Impressions: 133,600
- CTR: 2.95%
- Tracked keywords in top 10: 38
- Partner requests from organic: 52
- Conversion rate: 0.74%
October 2025: October 1, 2025 to October 31, 2025
October was a rankings push month and the start of conversion improvements. We refreshed pages close to page one and improved snippets to increase clicks.
Work done in October 2025:
- Updated pages ranking in positions 4 to 12.
- Meta description improvements for CTR.
- Early partner form simplification tests.
October 2025 results:
- Organic sessions: 7,980
- Search Console clicks: 4,680
- Impressions: 154,900
- CTR: 3.02%
- Tracked keywords in top 10: 45
- Partner requests from organic: 63
- Conversion rate: 0.79%
November 2025: November 1, 2025 to November 30, 2025
November focused on content scaling and trust improvements. We added content around requirements and reduced uncertainty on onboarding pages.
Work done in November 2025:
- Published 4 content pieces tied to carrier and shipper questions.
- Improved trust sections on partner pages.
- Continued form improvement based on behavior data.
November 2025 results:
- Organic sessions: 8,740
- Search Console clicks: 5,380
- Impressions: 178,600
- CTR: 3.01%
- Tracked keywords in top 10: 53
- Tracked keywords in top 3: 9
- Partner requests from organic: 74
- Conversion rate: 0.85%
December 2025 final snapshot: December 1, 2025 to December 18, 2025
December became the stable after snapshot because partner pages, tracking, and conversion flow were steady. We finalized form improvements and strengthened internal linking again.
Work done in December 2025:
- Final partner form refinements and mobile usability fixes.
- Internal linking cleanup to reinforce top converting pages.
- Content refresh on top pages for clarity and completeness.
December 2025 results:
- Organic sessions: 9,300
- Search Console clicks: 6,040
- Impressions: 197,800
- CTR: 3.05%
- Tracked keywords in top 10: 60
- Tracked keywords in top 3: 12
- Partner requests from organic: 90
- Conversion rate: 0.97%
Before vs after proof: The 260% increase in partner requests
For proof, we compare the baseline month to the stable after snapshot. May 2025 is the before month and December 2025 is the after month. This makes the comparison fair and easy to verify.
Partner requests from organic search:
- May 2025: 25
- December 2025: 90
- Increase: 260%
Supporting metrics showing why it happened:
- Organic sessions: 4,600 to 9,300
- Search Console clicks: 2,120 to 6,040
- CTR: 2.37% to 3.05%
- Tracked keywords in top 10: 17 to 60
- Organic conversion rate: 0.54% to 0.97%
- Non branded traffic share: 48% to 66%
Why this worked for a logistics marketplace in Reno
This worked because we focused on intent and clarity. We built pages that match what carriers and shippers actually search for, and we made the partner request path obvious. That increased both rankings and conversions.
It also worked because we treated local relevance as a quality signal. Reno searches often include city intent, and we gave Google and users clear evidence that the marketplace serves the Reno area. That increased click quality and improved lead relevance.
Finally, conversion improvements were not left until the end. As traffic grew, we reduced friction and improved trust so more visitors completed partner requests. That is why partner requests grew faster than sessions.
What we recommend next to keep partner requests growing after December 2025
After December 2025, the focus should be on compounding and protecting gains. That means refreshing top pages, publishing a small amount of high intent content monthly, and keeping conversion checks active so forms do not break or slow down.