Highlights

  • Over a three year period, Organic traffic increased 112%
  • All targeted “chassis” related keywords ranked on first page

The Challenge

Technical errors on the site were preventing key phrases from ranking in addition to little optimization strategy for key phrases. Furthermore there was no tracking of KPIs nor goals within Google Analytics.

The Solution

Obility worked with DCLI team to fix all of the technical SEO issues on the site and developed a comprehensive content strategy to optimize core keywords. The primary focus of the optimization was creating a brand new glossary for “chassis” related terms, which are DCLI’s most important keyword phrases. These pages targeted broader, top of the funnel phrases that had significant  In addition, Obility did on page content optimization for existing pages on services and chassis types. Also implemented conversion tracking to follow goals.

How we did it

Beginning with a keyword analysis, keyword targets had high search volume and were very relevant at the top of the funnel. Much of this analysis was used to create new pages, but many current pages fit well for targeting. From this a content roadmap was created, prioritizing pages that are a mix of existing and new. Optimizations were provided for existing pages with content outlines for new pages.

A extensive technical audit was performed with critical errors, most of which were 404 pages were assigned 301 redirects. In addition, missing and overlong titles and missing meta descriptions were also provided solutions.

Google Tag Manager was also implemented and made form conversion tracking easier to execute. These both produced better tracking of KPIs.

The Results

Obility’s strategy of creating top of the funnel content for the targeted keyword phrases with the highest search volume paid dividends. SEO by its nature is slower to see results, with an average increase YoY for our clients at about 15% on average. Here it was 112% over three years. The biggest enabler of this was ranking on the first page for all of DCLI’s core keywords.

About DCLI

Since 2009, DCLI has generated consistent growth through expansion, acquisition, and innovation.

We pioneered the exit of ocean carriers from the chassis business and recently expanded into the domestic market. Today, we serve ocean carriers, motor carriers, beneficial cargo owners, and domestic shippers.

With over 450 locations on or near key port facilities and intermodal hubs throughout the U.S., we now own or manage more than 226,000 marine and domestic chassis and are the largest intermodal equipment provider in the industry.

Visit DCLI.

About Obility

We have one purpose: help B2B companies generate demand and increase revenue through online marketing. Located in Portland, Oregon and founded in early 2011, we’re a fast-growing agency with a global client base ranging from early stage start-ups to multinational enterprises. Our focus is on B2B companies and we’re proud that our growth has been due primarily to client referrals.