Money Bag On-Page SEO Tips to Increase Your Supply Chain Company’s Rank in Google

You are listening to Supply Chain Gold

The podcast that makes money for companies in the Supply Chain

My name is JR and I’m the Supply Chain Marketing Guy

The sun is bright and shining out here in the distribution center capital of the world so I thought what a great time to lock myself in a room and make a podcast.

  • You know how Conan O’Brien and other late show hosts always say they have a good show even if they don’t? Well, that’s not me! If I have a mediocre show in store, I’ll let you know ahead of time BUT today is not that day because today we are talking about ranking your supply chain company website in Google for your keywords!
  • This is big stuff – we’re talking about free, targeted, organic search traffic from people looking to give you business!
  • And if you can’t read between the lines, this means you lower your customer acquisition cost!
  • Even cooler, this is part 1 of a 2 part series so we’ve got the to be continued angle going. Do you remember the CHIPs show with Paunch and John Baker? And whenever the show got too good past the 40 minute mark, it was going to go into overtime and you were going to have to wait a day to see the next episode? This podcast episode will be like that!

What is Google Organic Rank?

    • It’s all the search results outside of the paid ads and local map results
    • So in order words, the organic, FREE results

How do I rank my warehouse, shipping, or logistics company in Google?

  • Good news, I’m a search engine marketing expert and I’m about to tell you 3 ways to improve your on-page SEO or search engine optimization.
  • Now I’m sure most of you have already heard of SEO and even more of you know that link building is super important. And while that’s true, DON’T sleep on on-page optimization because just a few simple tweaks can take your distribution center from #19 to #9 in a week.
  • have case study after case study that shows on-page SEO is holding you back from the rankings you so covet.
  • Let’s get going with #1

And the #1 SEO trick is…

    • Silo internal link structure and use the anchor text you want to rank for to link to the different pages of your site
    • You don’t want every single link to a page to be optimized under the same text but you can have 50% of your links with the same anchor text and then divide the other 50% into two 25% halves of branding and miscellaneous keywords
    • This has changed, 4 years ago, you wanted outside links to have anchor texts for you to rank, now it’s more about you telling on your website what each page should rank for
    • This works for immediate results!!!
      • Try this on your website and your rankings will skyrocket for different pages

With the silo structure, what I mean is to create a hierarchy of links and organize them within your site.

    • I know we’re on audio here but try to imagine a flow an organizational flow chart where we start off the top box. Let’s say the main theme of your site is logistics so that’s at the very top.
    • Underneath logistics, you have your subheadings, like supply chain warehousing, shipping, and importing and exporting. And then we could take shipping and draw two lines underneath that and have them go to domestic shipping and international freight forwarding.
    • Now imagine this map as converted to your website and how it links to each page; it’s structured correctly.
    • Google absolutely loves this!
      • A properly structured website, that flows well makes your website easy to navigate and creates a great user experience and, more important, is seen favorably in the eyes of Google

– And not only all of the above benefits but when your website homepage or another page does get incoming links, the link benefit powers through the rest of the site because you’ve got your links set up where the juice flows through to other pages of your site. This is huge.

The #2 SEO tip is…

    • Under optimize – wait what!?!
    • Only use your keyword once in your entire URL and title (this includes your domain and the page name)
      • Why?
        • Google’s on to people that over-optimize and so you don’t want to try and fit your keywords in every corner
        • For example:- You don’t want to have the word logistics in the title tag of your page more than once, use 3PL or another proper synonym or description
            • Google already knows about logistics when you say it, if you put it twice, you raise over-optimization flags
      • So knowing that you should restrict and limit how many times you use a keyword or group of keywords on each page, what should you do?
        • Put them where they have the most bang for your buck!
          • You probably already have your domain so we’ll ignore that but you can always put them in your URL by creating a properly titled page.
          • Then there’s the title tag
          • Then there’s the header 1 and header 2 and so on.
          • And then there’s the content
    • Thus, when you target your keywords, put them in the money positions
    • Keep your keyword density low on your pages and use synonyms or related words – trust me, as tempting as it is to say a phrase over and over, it works against you
      • Relatedly, even the individual words count
        • Let’s say you only use the phrase freight management 4 total times on your page
          • Great, but you use the individual words “freight” 25 times and “management” 20 times
            • This could very well get you penalized
            • You want to keep your individual word usage low too

And last but least, the #3 SEO magic trick is topical relevance

    • Sounds boring, I know, and it is…BUT
    • This is money at your doorstep so listen anyways – don’t be the kid that’s too cool to pay attention in dentistry school and then breaks someone’s tooth in real life
    • Ok, let’s say you want to rank for keywords relating to distribution center so you throw up a page on distribution center
      • Well that’s all fine and dandy like sugar infused, store bought disgusting fruitcake on Thanksgiving but that new page isn’t going to rank- Why?
            • Because it doesn’t have any topical relevance!
              • You need to create supporting on-site articles around it so Google doesn’t think this site’s really about distribution centers
              • To solve the problem and start getting ranked for your newly targeted keywords, you greedy supply chain company you, just create 3 or 4 more pages that cover and support the keyword and link back to the main distribution center sub-page you’re trying to rank
                • By doing so, you establish topical relevance and Google moves you up the rankings

Supply Chain Gold is powered by SupplyChainIfy, my marketing firm for Supply Chain Companies. SupplyChainIfy brings the big 3 to your house: SEO, content, and design. Find out more at

This has been the SupplyChainGold podcast and my name is JR. There’s plenty more where this came from. If you’d like to get some, go to right now and subscribe to my mailing list, moreover don’t forget that you can subscribe to this podcast on iTunes and get my amazing marketing voice in your ear as soon as a new podcast comes out!

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I will see you next time!