Driving a 139% increase in organic logistics leads

Brief

Australia Wide Haulage (AWH) is a family-owned business operating in Western Australia, offering heavy haulage and oversized transport services. Despite their operational expertise and ability to serve clients effectively, AWH had very little online presence, making it difficult for newer potential customers to discover them organically. 

With larger logistics companies dominating search results, AWH struggled to attract new leads and grow their business. Recognising the importance of improving their digital footprint, AWH partnered with Digital Hitmen to implement an SEO strategy designed to increase their visibility, generate more leads, and compete online in the logistics space.

Challenges

AWH faced two critical challenges:

1. Low Online Visibility: AWH had minimal search engine presence, meaning potential customers were not finding them online. This significantly impacted their ability to attract leads and grow their business in a highly competitive industry.
2. Competitive Market: The logistics sector is dominated by large national companies like Centurion that hold strong positions in search engine results. AWH needed a strategic approach to compete against these larger players, despite their limited digital marketing history.

Strategy

To address AWH’s challenges, Digital Hitmen executed a focused SEO campaign tailored to their industry and growth objectives. The strategy included:

• Technical SEO and Website Optimisation: We optimised AWH’s WordPress website, focusing on improving title tags, meta descriptions, and enhancing overall page performance. This included boosting site speed and ensuring mobile compatibility, all of which are critical for SEO success.
• Industry-Specific Content Creation: To increase AWH’s authority in the logistics sector, we created targeted content optimised for specific search queries. Articles such as “Oversized Load Transport Regulations and Permits” and “Heavy Equipment & Machinery Transport Guide” were designed to answer common client questions, capture long-tail keyword traffic and position themselves as an authority in logistics and heavy transport in Google’s eyes.
• Conversion-Optimised Landing Pages: We revamped AWH’s landing pages to be more user-friendly, integrating trust-building elements such as testimonials, service breakdowns, and strong calls-to-action. This ensured that once users arrived at the site, they were more likely to convert into leads.
• Targeting Location and Route Pages: We developed dedicated route pages optimised for specific transportation routes and areas based on their depot (Freight Broome). These pages were crafted to capture high-intent searches for logistics services in these regions, helping AWH attract regional WA customers looking for specialised transport solutions.

Results

The campaign delivered exceptional results, driving meaningful growth for AWH:

• 143% Increase in Monthly Organic Traffic: Over the course of the 12-month campaign (August 2022 to August 2023), AWH’s organic traffic increased by 143%, growing from 813 to 1,978 monthly visitors.
• 187% Year-on-Year Growth: Compared to the previous year, AWH experienced a 187% increase in organic sessions, reflecting a significant improvement in search visibility.
• 139% Increase in Organic Leads: The number of leads generated through organic traffic more than doubled, directly contributing to AWH’s business expansion.

Our success in this campaign was recognised nationally and internationally within the APAC region. Our campaign was shortlisted as a finalist in the Best Low Budget SEO Campaign category at the APAC Search Awards 2024 and as a finalist for Best SEO Campaign at the SEMrush Search Awards Australia 2023.

Key takeaways

By leveraging a targeted SEO strategy, Digital Hitmen helped Australia Wide Haulage establish a strong digital presence, compete effectively in a saturated market, and significantly increase their lead generation. This campaign demonstrates how strategic SEO can drive sustainable growth for family-owned businesses in competitive industries.