ANL Containers is an Australian shipping and logistics company competing in one of the most technically complex B2B search landscapes. Their target keywords — container shipping rates, freight forwarding services, international logistics — were dominated by global brands with massive domain authority.
As a smaller Australian operator, ANL couldn't outspend the globals on content volume or link building. They needed a strategy that leveraged their local expertise and industry knowledge to compete where it mattered most.
Invisible against global freight brands
Dominating Australia-specific shipping searches
No route-specific content
Comprehensive guides for every major route
Low-quality organic leads
399% traffic growth with higher conversion rates
Route-Specific Hubs
Created detailed guides for each major shipping route (Melbourne–Shanghai, Melbourne–LA) with practical logistics info no competitor was providing.
Vertical Landing Pages
Built targeted pages for key verticals — automotive parts import, agricultural export — matching how procurement managers actually search.
Technical Authority
Implemented FAQ schema, LogisticsService structured data, and built relationships with Australian trade publications for high-authority backlinks.
By owning the Australia-specific search intent that globals were ignoring, ANL went from invisible to dominant. Organic traffic grew 399% in 18 months, and every single primary target keyword reached Google page 1.
The quality of leads improved dramatically — because our content pre-qualified visitors with route-specific information, the sales team reported significantly higher conversion rates from organic leads.