While your trucks, loaded with goods, are on the road, traveling from place to place, your website is a tool you can use to grow your company. Nowadays, people are using the internet to complete different daily tasks and even to find trucking companies to transport their merchandise. Brokers may also use the internet to find carriers before hiring them for a load. We live in a competitive world, and when your potential clients search for information on Google, they may stumble upon your competitors’ websites who offer the same shipping services as you do. If you have a website, that’s a great start in establishing your company’s online presence, but hundreds or even thousands of other businesses that own trucks are ready to hit the road. Google is a pretty smart search engine, but even if you are the perfect choice for a searcher, if you don’t optimize your site, it may not appear in relevant search results and you will lose your clients.
Moreover, as carriers transport more and more goods across the country, there is a shortage of truck drivers. To keep your business going when some of your drivers may choose to leave the industry to get a job that requires an easier lifestyle, you need to hire employees who will transport the goods. Although many decide to leave the industry and find a different job, many qualified professionals may want to work for you. Your potential employees will type something like “truck driving jobs” in the search engine to find a new workplace. To appear in the search results of your prospective drivers, you need to optimize your website. If you don’t rank well in search queries, your competitors will get the new drivers, and no matter how many trucks you own, you will not be able to transport goods without a professional driver. Search engine optimization helps your potential clients, brokers, or drivers find you by increasing your site’s visibility in search engines like Google. In this article, we will guide you in creating a successful SEO strategy for your trucking company.
Content is the Key
You cannot start your truck without a key. Similarly, you need a key to start your search engine optimization. We start this guide with content, because it’s the way Google understands the context of your web pages and the relevance of your site to search queries.
You need to create a blog for your site to write about the topics your potential clients or recruits will be searching for and are relevant to the services you offer. For instance, you can write about transporting food safely, but if you don’t provide refrigerated transportation for goods that need special, temperature-controlled vehicles, there is no point in bringing shippers transporting food to your site. Write how-to transport goods with less budget if you offer services such as Less Than Truckload (LTL), and shippers can pay for space in your truck that they need.
Determine Your Goals
You can write about any topic you want, but before creating content, you should ask yourself, what is your goal for writing it? If you want to get more visitors to your site who convert to clients, then it’s wiser to address the topics related to your services. If you want to get more potential drivers to your site so you can recruit them, address the issues drivers can be facing, such as “how to stay healthy while driving,” “best breakfast for truck drivers,” “tips for truck drivers to stay hydrated” etc. You might argue that someone searching for the best breakfast for truck drivers isn’t necessarily looking for a job and is perhaps already working for another company – which is true. Visitors may come to read about helpful tips, but with high-quality content, they may become interested in visiting your “Careers” page where you describe the benefits of becoming a driver at your company. Do you offer medical, dental, or vision benefits? Will they get vacation pay? Let the reader know what it’s like to work for you.
Include Desired Keywords in Your Content
More high-quality content enables your trucking company to appear in more search queries. Your text of an article, as well as its title, should include the keyword you want to target. Keywords are the way people search for your page, such as “tips for truck drivers to stay hydrated.” There are short-tail and long-tail keywords. “Truck drivers” is a short-tail keyword while “tips for truck drivers to stay hydrated” is a long-tail keyword. As you can see, long-tail keywords are more specific and show the intent of a searcher more clearly. Usually, short-tail keywords have high search volume – average searches per month – which, for “truck drivers,” is more than 21k. Search volume is a crucial metric to consider when selecting keywords for your trucking company website, but it’s wise to consider keyword difficulty – the competition to rank for a word. It’s very hard to rank for “truck drivers,” and searchers typing the keyword in the engine may have different intentions than what you expect them to have. Someone typing a “truck driver” on Google might be a dentist searching to see the duties of truck drivers. Users searching for “tips for truck drivers to stay hydrated” are more likely truck drivers themselves. With long-tail keywords, you have more control over who lands on your site.
You may get a ticket for breaking speed limits on the road, but search engines will not penalize you for speeding up your site. Page Speed is among other ranking factors for Google, and by having a fast-loading website, you increase the chance of ranking well in search results. Besides, once your potential clients or drivers land on your site, they will have a more pleasant experience interacting with your content and may decide to contact you to use your services or apply for a job. Nobody likes slow drivers on the road, and if you have a slow-loading website, you will not rank well in search results and your page visitors may abandon your site if it takes too long to load. To check your site’s speed, you can use PageSpeed Insights – a free and a great tool to find solutions to a slow-loading website.
Make Your Site Mobile-Friendly
Search engine optimization isn’t only about bringing traffic to your site, but it is also about offering pages to users that they will find helpful. Many of your page visitors will open your site from mobile devices, and if your page isn’t mobile-friendly, it will be another reason for users to go back to search results. Visiting a page that doesn’t have a proper design for mobile devices is like driving a car in the US that has a steering wheel on the right. In theory, you can drive such a vehicle, but it will be uncomfortable for drive-throughs, for passing cars from the left side or even shifting the gear in a manual transmission car with your left hand. If users open a site from their phone and need to zoom in to see your content and can’t click on buttons to navigate between the pages, they will not stick around long and go back to the search engine. Search engines don’t want to offer such pages in search results, so without making your site mobile-friendly, you get fewer chances of ranking well in search queries. To see if your site is mobile-friendly, click here.
Local SEO for Your Trucking Company
Local SEO will help your trucking company appear in searches that are location related such as “trucking companies near me,” “trucking companies in Washington State,” etc. With local SEO, you attract potential clients and drivers in a particular city or area. Local SEO focuses on improving visibility on Google Maps and targeting Local 3-Pack, which is a list of three most relevant businesses in a query that appears above pages in search results. Local SEO improves your site’s local visibility, which will help increase your trucking company’s sales. Investing in Local SEO will enable you to reach a more targeted audience. Users searching for “trucking company near me” are likely to convert to your clients. To appear in more relevant local queries, you should start with optimizing your Google My Business page. Your page will provide accurate information regarding your business, such as the name of the business, contact information, location, website, office hours, and pictures.
To begin optimizing Google My Business page, click here. Hit “manage now” and in the search box, type the name of your business. If you see your company in the results, you’ll need to verify to manage the location by sending a code to your phone. If you can’t locate your business, add your business to Google.
Reviews are crucial for your local presence, so encourage your clients to give you feedback on Google. The local algorithm includes review signals to rank businesses, but besides, searchers love reading reviews, and online feedback gives your company credibility.
To rank well on Google maps, you should embed Google Maps on your site, which will signal your business’s address to Google. To include a map on your web page, locate your business on Google Maps. Click on “share” and choose “embed a map.” Copy and paste the link on the page where you want the map to appear.
SEO is the most powerful tool to bring more users to your site, which will help you increase the number of clients, so you can keep your trucks on the road. With the guide above, we hope you can reach more people, appear in more search queries, and improve your site’s online visibility.