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LindenTree is a freight-forwarding and logistics company serving the US market. Logistics SEO is unusual: the buyers are businesses with specific, technical needs - ocean freight from a particular region, customs brokerage, warehousing, a certain type of cargo - and they search with that specificity. The company was building a new site and wanted it to work for search from launch. The engagement covered the strategy for the build and the optimization that followed.
We wrote the terms of reference for the site's creation with SEO built in - the page inventory derived from the services and lanes the company sells, the structure, the templates and the technical requirements - and the terms of reference for the texts, so the copy for every page was written for a defined query and a defined reader. Competitor analysis looked at the forwarders ranking for the target services and lanes, and the semantic core was collected around services, origin and destination regions, cargo types and the questions importers ask about documentation, timing and cost.
Once the site was built, the optimization programme followed the plan: meta tags optimized across the service and lane pages, link building from logistics, trade and business resources to establish the new domain's authority, analysis of the site's analytics to understand which pages produced quote requests, and page-speed optimization because logistics sites tend to carry heavy tracking and map integrations that slow them down. A strategy document was created to guide the months after launch - which lanes and services to expand, which content to add for the importer questions, and where the link work should go next.
Because the site was built to the SEO specification from the start, there was no rebuild phase; the optimization work compounded on a sound structure.
LindenTree launched with a site whose structure mirrors what freight buyers search for, copy written for each service and lane, optimized metadata, a link profile in progress, fast pages and analytics tied to quote requests - a logistics site ready to grow organic enquiries from day one.
Lane pages - origin plus destination plus mode - were the structural insight. An importer searching 'ocean freight from Shanghai to Los Angeles' has a specific need and a budget, and almost no forwarder had a page for the query. The site's structure gave each significant lane its own page with transit times, documentation, typical costs and a quote form, linked from the service pages and the regional hubs. Those pages are what turned a new domain into a source of qualified quote requests.
Logistics, freight and customs businesses in Vancouver - one of Canada's busiest ports - serve buyers who search with the same specificity. North SEO plans the site around services and lanes before the build, then runs the optimization on top, so the site earns enquiries instead of catching up.
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