Transport Exchange Group
An SEO Case Study
Established in 1999, the Transport Exchange Group operates two of the UK’s largest, busiest and fastest growing independent freight exchanges: Haulage Exchange and Courier Exchange. It is the leading provider of managed freight exchange services for the domestic road transport industry, comprising over 12,000 active users, running some 30,000 vehicles and 700,000 movements nationwide.
One Client – Three SEO Challenges
The Transport Exchange Group presented us with a rather unique trilogy of SEO challenges for the online marketing of their two online exchange platforms, Haulage Exchange and Courier Exchange.
Not only did they want their pages to rank at the top of Google for a very large number of important, profitable key phrases, but they also wanted multiple top rankings for multiple landing pages for each important key phrase.
The objective was to achieve multiple exposure opportunities for their most lucrative key phrases.
And for the third challenge, naturally, they not only wanted multiple rankings, but they insisted that those pages stay at the top of Google for a very long time.
How we Got There
To meet this rather unique challenge, we devised an SEO strategy comprising two phases.
Onsite Copy and Content
For Phase 1 of our strategy, we engaged our professional SEO writing team to research and write high impact sales copy for a collection of the client’s priority Landing Pages. We also conceived and managed an internal blog concept and deployed one of our senior bloggers to create a long term content programme to populate this important platform.
While the readership objective of our web copy and blog content programmes was to enhance the salesmanship of the brand, we seamlessly key phrase enriched all our writing too as to effectively build very solid SEO credentials for these pages and the domain as a whole.
Internal Link Sculpting
To then further augment our onsite optimisation work, we developed an internal Link Sculpting strategy across the subsidiary landing pages of the site and the corporate blog.
We were delighted to see how effective this phase of our work was in achieving very impressive ranking improvements for our client. However, we had to climb even higher and, more importantly, we had to get multiple pages ranked in high positions for each priority key phrase.
External Link Building
So we quickly entered Phase 2 to achieve this less orthodox goal by developing an enhanced Link Building Programme that was augmented with international and multilingual link opportunities. This helped create a far reaching network of highly diversified, high quality inbound links for our client.
And to add one final element to our offsite optimisation programme, we also implemented a cross matrix link building campaign to generate inbound link endorsement for a wide range of pages across each of the brand’s group websites and domains.
We are proud to say that as a result of our multifaceted onsite optimisation programme, together with maximising the diversity of link sources that we hand-picked according to strict parameters of quality and longevity, we not only achieved Position 1 rankings for almost all of their priority pages, but also managed to get 2 or 3 pages ranked for each of the most profitable key phrases.
Standing the Test of Time
Getting great rankings is important.
But keeping great rankings is more important.
When it comes to SEO, achieving a high ranking in Google is important, but the sign of a robust and sustainable programme is being able to maintain this high position for a long time.
This is why we are so proud of the huge efforts we make and the policies we have put in place to ensure that all our clients’ rankings are safe and sustainable.
We are also proud of the fact that in the past 15 years, despite all the Google Updates (including the recent Penguin & Panda Updates), our tried, tested and constantly evolving ethical SEO practises have kept all our clients safe, secure and at the top of Google.
In the case of our client Transport Exchange Group, for both of their commercial brands, this means that for over 10 years now we have continued to keep them in Position 1 in Google (and Position 2, 3, 4 and more!) for so many of their most important key phrases. And they are still at the top of Google today!
Looking for Top Google Rankings that are Safe & Sustainable?
We have an enviable track record when it comes to fighting (and winning!) our clients’ SEO battles for them. If you are looking for superb, safe and sustainable rankings for the most profitable key phrases in your industry sector, why not give us call.