Case Study Details
Moving at the Speed of Freight
Before starting this project we had little understanding of terms such as TL, LTL and drayage. Today, we have a much better understanding of the needs of companies providing freight and cargo transportation services. It is a fascinating business and our client realized that the web could drive additional traffic to their business.
Since their existing website design utilized images (JPG files) for most of the page text, the website was practically invisible to search. Also, the META tags needed to be fixed for the basic standards of search engine optimization. In particular, all the page titles were marked as the company name and the pages were missing descriptions and keywords.
The new website that we designed was created on a new URL which was stronger for search and more accurately reflected what services they provide in their industry. Two weeks after the new site was published we started to see excellent SERP for key phrases in their field of services. Since the site text was HTML and not JPG files, Google and Yahoo were able to index the site's content.
Google Ranking Results
Daybreak Express wanted to dominate local search as an initial step to grow their business. Since their business model is centered around the New York / New Jersey port, their first geographic region they wanted to attack via organic search was the New York and New Jersey market.
The following search engine rankings were measured from Google and were last taken on August 28, 2007. These measurements were taken approximately 14 days after the website was published in August 2007. In the coming months, additional search phrases will be added to the case study since this is a brand new website.
The best possible organic listing in Google is the first page of search results, Listing 1. For this table, we will call this the "Top Position". We are only showing a few of the optimized search phrases due to space limitations and to keep our larger strategy confidential.
Local Search Results
National Search Results
If you consider how many trucking companies exist in the USA these results are a great start for a brand new website. Here is a snapshot of the landing page to their new website taken in August 2007.
Project Summary
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Company Information
Daybreak Express is a freight transportation company based at the NY/NJ port. They specialize is freight trucking to any location in the United States. They also offer specialize trucking services including hazmat, refrigerated and NY port direct freight pickup.
Initial Website Analysis
Daybreak Express existing website was visually well design but invisible to the search engines. This is because all of their content pages were photographic images designed in Adobe Photoshop.
When Google and Yahoo "bots" visited their website, they could not see or index much of any content pertaining to the freight transportation industry. As a result, their website was not included in search results for key industry terms.
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Scope of Work
We decided to demonstrate the power of a CSS based, HTML website so we purchase a powerful URL and set the site up from scratch. Since their existing website was up for about 2 years, it would be a good comparison to see the penalty they experienced from a photo based website.
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Summary
Although the site is only a few weeks old at the time of this writing, we are very pleased with the initial feedback and rankings.
This project clearly demonstrates the organic result engine results can start in a soon as two weeks after a site is published. This of course is based on the other proprietary steps we take when building a site design for search engine marketing. All websites are NOT created equal.
If you ship freight in or out of the major US ports and cargo facilities, contact Daybreak Express and see how much you can save on your freight transportation costs. Refer to offer code: BP69
