Executive summary
This project focused on restructuring SEO for a B2B freight forwarding company based in New York. The work was not about growth hacks or traffic volume, but about fixing how the company was represented in search.
We reworked metadata to improve relevance and click-through rate, rebuilt the services page around actual buyer intent, added credibility signals (E-E-A-T), implemented structured data, and planned a content system that could scale beyond a single page.
The result was a solid foundation for sustainable visibility in search and more qualified B2B inquiries from organic traffic.
Confidentiality note: the client name and domain are not disclosed under NDA. This case is published as a practical illustration of the process and decisions, without identifying details.
Client context: a mid-sized freight forwarding company with 15+ years in operation, working in B2B logistics and forwarding. Geography: New York and the Northeastern US. Focus: domestic and international shipments.
Timeline: foundation work — 2–4 weeks; full cycle — 6–12 months (content, authority building, and iteration).
Starting point: why basic SEO didn’t work
The company had a services page and some baseline SEO in place, but it wasn’t competitive. The page existed, yet it didn’t function as a decision-making resource for B2B buyers.
- Meta: generic wording with no differentiation; descriptions were clipped on some devices.
- Content: ~200 words, no structure, no depth, no answers to real buyer questions.
- Schema: missing — weak technical trust signals.
- E-E-A-T: no visible proof (cases, credentials, process, guarantees).
- Internal logic: pages existed in isolation, without a cluster system.
Business impact: limited visibility for high-value queries, weak positioning against established competitors, and low trust for corporate buyers — even when traffic did occur.
Diagnosis
The issue wasn’t a lack of effort. It was architectural.
The site behaved like “one page for everything”, while B2B logistics requires a system: intent-based structure, proof, technical clarity, and room to expand.
We identified five gaps that mattered most:
- E-E-A-T must be visible early, not buried at the bottom.
- Semantic structure matters more than keyword density.
- Technical trust (schema, clean meta, mobile readability) is a baseline, not an add-on.
- Proof beats adjectives: cases, process, guarantees, licensing.
- Authority needs a plan, not random directory links.
What we changed
Meta that actually performs in SERP
The first step was fixing how the company appears in search results.
Before: long, generic titles and vague descriptions with no clear next step.
After (example format):
- Title: Freight Forwarding NYC | Cargo & LTL Shipping
- Description: NYC’s trusted freight forwarder. Cargo consolidation, LTL & FTL shipping, customs clearance. Competitive rates on US & international logistics. Free quote.
This works because it fits display limits, uses industry language (LTL/FTL), and gives the user a clear reason to click.
Page structure built around intent
The services page was rebuilt to follow how buyers actually evaluate vendors:
- What do you do?
- Why should I trust you?
- How does the process work?
- What proof do you have?
- What questions do buyers usually ask?
This resulted in a clear H1–H3 hierarchy that search engines and users can both read as a complete document.
Schema as a trust layer
We implemented LocalBusiness / Service and FAQPage schema to help search engines understand the business and to improve eligibility for enhanced results.
In the portfolio, we reference the schema types without publishing client-specific code.
Credibility instead of marketing language
To support B2B decision-making, the page needed proof, not claims.
- short, factual case descriptions;
- clear explanation of process and responsibilities;
- team experience and licensing;
- guarantees and risk control.
Case framing example:
- Challenge: high-volume shipper needed cost control and stable SLA.
- Solution: consolidation optimization and scenario-based LTL/FTL routing.
- Result: lower delivery cost, higher on-time performance, faster operations.
Topic coverage through clusters
Instead of one overloaded services page, we designed a pillar-and-cluster model.
- Pillar: a comprehensive freight forwarding guide for NYC.
- Clusters: LTL shipping, FTL forwarding, international cargo, customs clearance.
This allows the site to grow naturally and cover different buyer scenarios without diluting relevance.
How impact is measured
The value of this work is the foundation it creates.
- visibility across core logistics query groups;
- CTR of the services page in Search Console;
- growth of relevant keywords in top-10 and top-3;
- quality of organic B2B inquiries.
Key takeaways
- B2B SEO works when treated as a system, not a checklist.
- Specific language outperforms generic claims in SERP.
- Clusters turn a services page into a scalable hub.
- Schema and E-E-A-T are baseline requirements in competitive B2B niches.
Author: Potapov Nikolay · SEO Strategy · Client name withheld under NDA