As a business, it is easy to feel as though you are not allowed to talk about your success – you often have to wait for others to give the praise, be that existing or previous clients and customers. We’re living in a digital world, and let’s be frank: nobody would be interested in LinkedIn if their feed were clogged with constant pushy, boastful posts from companies.

Search-engine optimisation (otherwise referred to as SEO) can be a minefield even for web developers. The World Wide Web is fast paced and changing every day. With this in mind, it is crucial you keep up to speed with the latest online trends, especially if you want your website to land on the top page of search results. According to our research, Google receives over 63,000 searches every second, making the search engine account for over 79% of all global desktop search traffic. Want to be at the top of the search results? Of course you do. I’ll let you in on a little secret: it’s time to chum up with SEO and make it your best friend.

If you’re currently asking yourself, ‘what even is SEO, and why is it so important?’ then we have you covered. Firstly, you should know that SEO is one of the most important things to consider (and maintain) for running a strong website. Without it, your site essentially isn’t going to show results. Furthermore, Google change their search algorithm regularly. If your website is doing well right now, don’t get comfortable. If you become too relaxed, you could find yourself unexpectedly relegated to page two.

How do you increase your SEO content? Which methods are best to follow? According to the technical experts, updating and republishing old blog posts with new content and images can increase organic traffic by as much as 111%. This means that the more unique and relevant content you publish online, the greater chance you of climbing up that Google search ladder. Google can tell whether your content has been copied and pasted (not to mention you could get into trouble for plagiarism), so refrain from churning out existing content you found from a similar website. Even duplicate content between pages of your own site is a negative influence on your score. Should you need to credit an original article that is heavily referenced or repeated throughout your website, you will need to insert the appropriate ‘canonical link.’ This means that credit is given where it’s due (essentially crediting the original source), and Google won’t penalise you. SEO-specific research has proven that content that includes keywords, simple sentence structures and the latest (Google) trends helps to ensure that your content is reaching a widespread audience.

You can create unique content via a news or blog section on your website. This is a great place to post advice, news articles and expert knowledge for your website’s visitors. This gives the opportunity to post content daily, which will vastly increase the amount of unique content on your site. Be wary: writing a post a day takes time to build up to. But the reality of SEO is that making your way up the Google search results takes time too. Patience and consistency is key, as producing fresh and engaging content is vital if you want organic traffic to your website.

Posting high-quality content every day means you may want to consider hiring for or assigning a content-writing role. Investing in a word smith will benefit your web interaction. How so? Think of it this way: if someone searches for advice on how to ship a load and they stumble across your website article, they are more likely to take a further look at your website in full and what services you offer. This driving of traffic to your website not only enhances your click-through rate, but could uncover potential leads and customers. Click-through rate is crucial, as the higher the click-through, the higher your website will crawl up the rankings on Google’s searches. Ultimately, it’s a no brainer. 

Creating frequent content for your website can be time consuming and, understandably, not every business will have the resources to do so. It may be worth considering external content creation. Freight Media’s team offers this service, meaning that freight-specialised content writers can produce copy for your website and blog. It’s important to ensure that content isn’t outdated and stagnant; solid SEO requires unique content to be posted frequently. At we understand that the more you post, the higher you will rank. If your prerogative is for your company to land on the first search results page of Google, you should keep in mind that search results can change at any time depending on two factors: your SEO ranking, and the surrounding websites’ SEO.

SEO is a powerful tool, but it takes a lot of research to master. Expert advice and know-how will put you one step ahead from your competitors. If you’d like more information about the SEO services we offer, visit

Rachel Jefferies, Editor, FORWARDER magazine