Kingpost Logistics went from 25 ranking keywords to 105 in 10 months, a 320% increase, in a freight market crowded with national carriers and brokers. Monthly impressions in Google grew from about 1,200 to about 8,400. The logistics SEO work behind it was steady and specific: a clean technical base, a page for every freight service, and content that answers the questions shippers and carriers actually search.
Table of Contents
Kingpost Logistics: results at a glance
- 25 → 105 ranking keywords (+320%)
- 2 → 14 keywords on Google’s first page
- ~1,200 → ~8,400 monthly search impressions
- 42 → 18 average position for their top queries
- 8 → 34 pages indexed in Google
Timeline: 10 months, starting January 2023. Sources: Semrush (keywords, positions) and Google Search Console (impressions, indexed pages). The full data is on our Marketing KY results page.
Who is Kingpost Logistics?
Kingpost connects carriers to cargo and shippers to vetted carriers. Their business runs on long-term partnerships, so their website has to speak to two audiences at once: shippers looking for capacity they can trust, and carriers looking for steady loads. We designed and built their WordPress website, and we host it. See it on our portfolio.
What was holding them back in search?
When the SEO work started, Kingpost ranked for only 25 keywords. That’s a small footprint in an industry where the first page of Google is full of national 3PLs and load boards with far bigger marketing budgets.
The gaps were typical of a young site:
- Too few pages. Freight services were grouped together, so Google had nothing specific to rank for searches about a single service.
- Thin long-tail coverage. The detailed questions shippers ask (“how does partial truckload pricing work,” for example) had no answers on the site.
- Weak internal linking, so the pages that did exist didn’t support each other.
What did we do?
We ran the work in four phases over 10 months.
Months 1–2: technical cleanup. We fixed site structure issues, rewrote titles and meta descriptions, and cleaned up headings so every page told Google clearly what it was about.
Months 3–5: a page for every freight service. We built out service pages for each freight type and organized them into topic groups, with internal links connecting each service to the content that supports it. SEOs call this a silo structure. The point is simple: when a group of pages covers one subject thoroughly, Google trusts the whole group more.
Months 6–8: content for long-tail searches. We published articles mapped to specific shipper and carrier questions, with short, direct answers near the top of each page. That format helps in regular search results, and it’s the format AI tools like ChatGPT and Google’s AI Overviews pull from when they answer a question. We covered how that works in how to get your business into AI Overviews.
Months 9–10: conversion paths. With more traffic coming in, we tightened the calls to action so shippers and carriers each have a clear next step.
What changed?
In 10 months, Kingpost’s search footprint grew about fourfold. Ranking keywords went from 25 to 105, and the number of keywords on Google’s first page went from 2 to 14. Monthly impressions grew roughly sevenfold, from about 1,200 to about 8,400, which means Kingpost now shows up in front of far more shippers and carriers each month.
The average position for their top queries moved from 42 (page five) to 18 (page two). Page two isn’t the finish line, but it’s where the next round of work pays off fastest, because pages near the top of page two can move to page one with focused updates.
[TODO: client quote from Kingpost, if they’ll give one]
What can other B2B companies learn from this?
The biggest logistics SEO lesson from Kingpost is that a small company doesn’t need to outspend national competitors to compete in search. It needs to outcover them on the specific questions its buyers ask. A national 3PL’s site is built to rank for “freight shipping.” A focused competitor can win dozens of narrower searches that the big sites never bother to answer, and those searches often come from buyers who are closer to a decision.
That only works with a site built for it. Every new service page and article Kingpost added had a clear place in the site’s structure, which is why the gains kept compounding instead of leveling off.
Frequently asked questions
How long does logistics SEO take to show results?
For Kingpost, technical fixes in the first two months laid the groundwork, and keyword growth built steadily from there over 10 months. Most B2B sites see early movement in three to four months, with bigger gains after six as content builds up.
Do you need a new website to do SEO?
Not always. If your current site is built on a solid platform and loads quickly, SEO can start there. If the site can’t support new service pages or has deep technical problems, a rebuild usually pays for itself faster.
Does this work for industries outside logistics?
Yes. The same approach (clean technical base, a page per service, answers to real buyer questions) works for manufacturers, contractors, healthcare groups, and other B2B companies. The topics change; the structure doesn’t.
Want to know where your business stands?
Before you invest in SEO, find out whether Google and AI tools can see you today. Our free AI Visibility Audit shows whether tools like ChatGPT mention your business and who they recommend instead. Run your free AI Visibility Audit [TODO: confirm the audit anchor link on the homepage] or read more about our SEO services.
