SEO Case Study: How a Logistics Company Increased Quote Requests by 200%
In February 2025, a Memphis, Tennessee logistics company partnered with Goforaeo after noticing their inbound leads were uneven and too dependent on sales outreach. They had strong operations and reliable delivery, but their website was not showing up for high intent searches. Even when traffic came in, many visitors did not reach the quote form.
From February 3, 2025 to October 24, 2025, we rebuilt their SEO foundation, improved local visibility in Memphis, and created service pages that matched how shippers search. By the end of the timeframe, monthly quote requests from organic search tripled, moving from 40 to 120 per month, which equals a 200% increase with clear tracking proof.
Project Snapshot: Dates, Location, and Results
This campaign was executed for a logistics company serving Memphis, Tennessee and nearby shipping corridors. Reporting was measured monthly from February 2025 through October 2025, with weekly checks during major page launches. We focused on quote requests and sales ready actions, not vanity traffic.
Key outcomes by October 2025:
- Quote requests from organic search: 40 per month to 120 per month
- Organic sessions: 2,250 per month to 6,400 per month
- Google Search Console clicks: 1,120 per month to 3,980 per month
- Organic quote conversion rate: 1.8% to 3.2%
- Top 10 rankings for service keywords: 28 to 97 tracked across core terms
Where They Started: What Was Not Working Before SEO
Before Goforaeo stepped in, the company had a site that explained what they do, but it did not match the way buyers search for logistics services. Several pages were broad, some were outdated, and the most valuable services were buried in navigation. Google could crawl the site, but it could not clearly understand which pages deserved to rank.
They also had a quote funnel issue. The quote form existed, but it was not placed naturally on key pages, and mobile users had to scroll too far to find it. On top of that, the site did not build enough trust quickly, which matters a lot in logistics because pricing and reliability are sensitive topics.
Baseline metrics from February 2025:
- Organic sessions: 2,250
- Search Console clicks: 1,120
- Organic quote requests: 40
- Organic quote conversion rate: 1.8%
- Top landing pages: mostly blog posts and generic home page visits
What We Measured: Proof Setup and Conversion Definitions
We started by making tracking clean, because logistics leads come from multiple actions. A quote request is not just a form submit, it can also be a call from a service page or a click to email a lane manager. We aligned tracking so the company could trust the monthly reporting without guessing.
We treated the following as a quote request when it came from organic search:
- Quote form submission completed
- Phone call from organic landing pages, tracked through call tracking
- Click to email from service pages, when it reached a confirmed thank you action
Tools used for tracking and proof:
- Google Analytics 4: sessions, landing pages, conversions, conversion rate
- Google Search Console: clicks, impressions, queries, indexed pages
- Google Tag Manager: event setup for form, click, and call actions
- CallRail: call attribution and organic call reporting
- Looker Studio: monthly reporting dashboard
- Hotjar: scroll depth and drop off behavior on quote pages
Strategy Overview: What We Did and Why It Worked
This campaign worked because we made the website easier for Google to understand and easier for buyers to act on. Logistics searches are usually direct, and buyers care about speed, coverage, reliability, and pricing transparency. When the site speaks clearly to those needs, rankings and quote requests rise together.
We followed four connected tracks, in a clear sequence:
- Technical SEO cleanup and site structure clarity
- Service page rebuild around real shipping and logistics intent
- Local SEO for Memphis, including trust signals and business profile support
- Conversion improvements to reduce friction in the quote process
Technical SEO Foundations: Fixing the Issues That Block Growth
We fixed technical issues early because they quietly limit everything else. The site had duplicate titles, thin pages that competed with each other, and weak internal links. Some service pages were not getting crawled often because they were not linked properly from the main navigation and from high traffic pages.
We focused on fixes that improve crawl clarity and page performance without forcing a full redesign. Once these changes were done, new content started ranking faster and the site began earning more consistent visibility across core services.
Technical improvements completed:
- Cleaned duplicate metadata and rewrote titles for service pages
- Fixed redirect chains and removed broken internal links
- Improved internal linking from blogs and resources to quote focused pages
- Optimized mobile speed by compressing heavy images and scripts
- Added structured data for Organization and key service pages where relevant
Service Pages and Content: Building Pages That Bring Shippers
After the technical foundation, we rebuilt content around real buyer intent. Logistics buyers do not search for “best logistics company” as often as they search for specific needs, like warehousing in Memphis, freight shipping support, last mile delivery, or 3PL services. We created pages that match those searches and answer questions quickly.
We also strengthened page trust. In logistics, people want proof of coverage, process clarity, and reliability. We added simple sections that reduce doubt, like service areas, response times, insurance basics, and short process steps.
High impact page types we created or rebuilt:
- Core services: freight, warehousing, 3PL, last mile, distribution support
- “Who we serve” pages: common industries and shipment types
- Coverage pages: Memphis plus nearby areas they truly served
- Trust pages: certifications, safety basics, claims process overview, partner references
Local SEO in Memphis: Visibility and Trust That Convert
Local SEO mattered because many quote-ready buyers search with city terms, especially for warehousing and 3PL support. Even when searches don’t include a city name, Google often surfaces local results and map listings. To strengthen visibility and trust in those moments, we improved local signals so the company looked reliable and active—not just present.
We updated the Google Business Profile, improved citation consistency, and added Memphis context across key pages. We also encouraged genuine reviews from existing customers and responded professionally, which supported both trust and local rankings.
Local improvements we focused on:
- Stronger Google Business Profile categories, services, and photos
- Weekly profile updates tied to real operations and service highlights
- Consistent business listings across major directories
- Local trust signals on the site: address clarity, service areas, proof points
Month by Month Timeline: Work Done and Monthly Results in 2025
This section shows the execution rhythm and the measured results. Each month includes what we shipped and what changed in organic sessions, clicks, and quote requests. The numbers below are monthly totals, tracked consistently across the full timeframe.
February 2025: Audit, tracking cleanup, and quick wins
We began on February 3, 2025 with a full SEO audit and tracking validation. Quote submissions were confirmed as being counted correctly, and call tracking was added for organic landing pages. We also mapped keywords to services so it was clear which pages needed to be rebuilt first.
Main work completed:
- GA4 conversion events cleaned and verified
- Call tracking added for organic traffic
- Technical crawl and priority list created for fixes
February 2025 results:
- Organic sessions: 2,250
- Search Console clicks: 1,120
- Organic quote requests: 40
March 2025: Technical cleanup and clearer site structure
In March, we fixed crawl and structure issues that were limiting rankings. We rewrote page titles for core services, fixed broken links, and improved internal linking so Google could understand the site hierarchy. We also made the quote button more visible on key pages.
Main work completed:
- Duplicate titles removed and service page titles improved
- Internal linking improved from navigation and footer
- Quote call to action placement improved on mobile
March 2025 results:
- Organic sessions: 2,480
- Search Console clicks: 1,280
- Organic quote requests: 46
April 2025: Rebuild of core service pages for high intent searches
In April, we rebuilt the main service pages to match buyer intent. We focused on clear language, service scope, and “next step” clarity. Each service page included a short process section and a clean quote path so visitors did not have to hunt.
Main work completed:
- Rebuilt core service pages: 3PL, warehousing, freight support
- Added FAQs based on real shipper questions
- Strengthened internal links between services and quote pages
April 2025 results:
- Organic sessions: 2,950
- Search Console clicks: 1,610
- Organic quote requests: 58
May 2025: Memphis local SEO improvements and credibility upgrades
May focused on local visibility and trust. We improved the Google Business Profile and cleaned business listings to reduce inconsistency. We also added on site trust signals like operating hours, response times, and service area clarity.
Main work completed:
- Google Business Profile updated and weekly posts started
- Citation consistency fixes across key directories
- Added trust sections on service pages: coverage, process, proof
May 2025 results:
- Organic sessions: 3,520
- Search Console clicks: 2,040
- Organic quote requests: 70
June 2025: Content expansion for lanes, industries, and shipment needs
In June we expanded content to capture more specific searches. Many logistics buyers search by need, not by service label, so we built pages around shipment types and industries served. We kept it honest and limited it to areas the company could truly support.
Main work completed:
- Industry pages created for top customer categories
- Shipment need pages created: time sensitive, pallet, distribution support
- Improved “request a quote” flow across new pages
June 2025 results:
- Organic sessions: 4,150
- Search Console clicks: 2,530
- Organic quote requests: 82
July 2025: Conversion improvements and quote funnel friction removal
July was a conversion month. We reviewed Hotjar recordings and GA4 funnels to see where users stopped. The biggest issues were form friction, unclear form fields, and too many steps for mobile users. We simplified what we could while keeping sales quality high.
Main work completed:
- Quote form simplified and error messages improved
- Faster load on quote page and service pages on mobile
- Added a “what happens next” section after form submission
July 2025 results:
- Organic sessions: 4,780
- Search Console clicks: 2,980
- Organic quote requests: 94
August 2025: Authority building and stronger internal linking
In August we worked on authority and topical coverage. We published helpful resources that answer common buyer questions, then linked them back to service pages. We also earned a small set of relevant links from local and industry sources, focusing on quality.
Main work completed:
- Resource pages published: shipping prep, warehousing basics, lead time planning
- Internal linking tightened across service clusters
- Outreach for relevant local and industry mentions
August 2025 results:
- Organic sessions: 5,410
- Search Console clicks: 3,390
- Organic quote requests: 105
September 2025: Rankings lift for competitive Memphis terms
September showed clear ranking improvements. Several service pages moved into stronger positions for Memphis related terms, and clicks increased across multiple pages. We refreshed top landing pages based on Search Console queries and added clearer sections for pricing questions.
Main work completed:
- Service page refresh using real query data from Search Console
- Added pricing guidance language without publishing sensitive rates
- Improved page sections for trust: insurance basics, claims clarity
September 2025 results:
- Organic sessions: 5,920
- Search Console clicks: 3,720
- Organic quote requests: 112
October 2025: Consolidation and scaling what already worked
In October we focused on stability and scaling. We pruned thin pages, strengthened the best performing pages, and improved reporting so the team could see which pages produced the most quote requests. This helped keep growth steady instead of volatile.
Main work completed:
- Thin content cleanup and page consolidation
- Stronger calls to action across top landing pages
- Reporting improvements and monthly maintenance checklist delivered
October 2025 results:
- Organic sessions: 6,400
- Search Console clicks: 3,980
- Organic quote requests: 120
Before vs After Proof: Clear Comparison
The strongest proof is the change in monthly quote requests from organic search, because it reflects real commercial intent. We compared the baseline month to the final month using the same tracking setup.
Before vs after:
- Organic quote requests: 40 in February 2025 to 120 in October 2025
- Change: 200% increase, with a clear tripling in monthly volume
- Organic sessions: 2,250 to 6,400
- Search Console clicks: 1,120 to 3,980
- Organic quote conversion rate: 1.8% to 3.2%
What Drove the Biggest Lift
The results did not come from one trick. The growth came from stacking several practical improvements that supported each other. For logistics, the winners are usually clarity, trust, and intent matching, plus a quote path that feels easy.
Service pages that matched how shippers search
We stopped relying on a generic services page and built focused pages for high intent needs. This brought visitors who were closer to requesting pricing and availability. It also helped Google understand which page should rank for each topic.
Key changes that mattered:
- One clear page per core service
- Clear coverage and “who we serve” sections
- FAQs based on real sales questions
Local trust signals that reduced hesitation
Many buyers compare logistics providers quickly. When a site looks unclear or inactive, they leave. Improving Memphis local signals and credibility elements helped keep people on the page long enough to request a quote.
Trust improvements included:
- Stronger local profile activity and consistent listings
- Simple proof points placed near the quote call to action
- Clear process explanation: request, confirm, quote, next steps
Quote funnel improvements that turned traffic into requests
Even small friction can cut conversions. Simplifying the form and improving mobile experience made a measurable difference. The conversion rate rose, which meant each month’s traffic created more quote requests.
High impact conversion fixes:
- Shorter form, fewer confusing fields
- Faster load time on quote and service pages
- Clear confirmation and next step messaging
Lessons That Apply to Other Logistics Companies
This case shows that logistics SEO works best when it focuses on real buyer intent and trust. You do not need flashy content, you need the right pages and a clean quote experience. Consistency matters more than volume.
Practical takeaways:
- Build service pages around what shippers ask for, not internal terms
- Make the quote path visible on every high intent page
- Use local signals to build confidence, especially for warehousing and 3PL
- Keep technical SEO clean so new pages rank faster
What We Would Do Next After October 2025
If the company wanted to keep scaling into early 2026, the next phase would focus on expanding industry pages based on sales data and improving lead quality scoring. We would also keep refreshing service pages monthly using Search Console queries. Small updates often protect rankings and keep conversions rising.
A realistic next phase plan:
- Publish 2 new industry pages per month tied to real customer demand
- Refresh 4 top landing pages monthly with updated FAQs and proof
- Continue earning relevant local and industry mentions steadily
- Test small quote funnel changes to raise conversion rate further
Final Summary
This Memphis logistics company partnered with Goforaeo in February 2025 and built a steady organic quote engine by October 2025. Monthly organic quote requests increased from 40 to 120, delivering a 200% increase with consistent proof in GA4, Search Console, and call tracking.
The growth came from technical cleanup, high intent service pages, Memphis local trust signals, and quote funnel improvements that reduced friction. The month by month results show a believable climb that kept building, rather than a one time spike.