World Trade Cargo Freight Services.

Background.

WTCFS is a family-owned warehouse and cargo freight services provider in the Houston area, located by the Port of Houston. With three generations of family ownership, WTCFS is a well-known brand in the import/export industry.

Before contacting Inbound, WTCFS had contracted an SEO and Google Ads consultant to handle their search engine marketing. After seeing poor results, they reached out to request an SEO audit and a Google Ads campaign review.

Challenges.

The SEO audit revealed fundamental flaws in their website architecture and external SEO factors. The site suffered from poorly organized content and a design that did not provide an optimized experience for business-to-business visitors on mobile or desktop.

The external audit identified a low backlink profile, missing citations, and poorly optimized Google Business, Yahoo, and Bing Places listings. Major directories like Yellow Pages were missing entirely or had duplicates with inconsistent information.

Solutions.

Inbound's SEO team completely redesigned and developed the site using WordPress. This included rewriting and organizing content, overhauling link structure, and rebuilding site architecture. From keyword research to new navigation, the site was relaunched in full.

Previous Google Ads history was used to assist in keyword research, identifying trends the prior consultant had missed. The entire campaign was overhauled using standard, ethical SEO tactics. Within three months, the campaign started producing results and a real ROI.

Strategies deployed

1. Competition research - new links, keyword opportunities, content ideas pulled from competitors.
2. Keyword research - using previous Google Ads search-term reports and competition analysis.
3. Content re-optimization - focused on keywords that should have been targeted, but never were.
4. Content cleanup - reorganized, rewrote and edited existing content. Duplicate and empty content was deleted.
5. New website design and UX on WordPress, built with B2B usability in mind.
6. Citation audit - added the business to major and niche directories. Removed duplicates and fixed inconsistent naming.
7. GMB optimization - fixed naming and address to match the legal business name and Google's recommended formatting.
8. Analytics and tracking - configured Google Analytics properly with conversion tracking and reporting.
9. On-page SEO - optimized all new pages with images, alt text and meta tags.