If you’re here, we assume you’re not among those who leave SEO to chance or to just any IT company. We really value the way you care about your fulfillment business and that’s the reason, for business owners like you (whether you are from 3PL, ecommerce dropshipping, healthcare fulfillment, B2B manufacturing, or Amazon-focused fulfillment), we have decided to create this blog post.
Today we are going to share exactly what those SEO mistakes are that hold a fulfillment company’s organic growth and also how you can resolve those issues with the proven solutions that even we implement for our clients from your industry.
Without making further delay, let’s get started with the first mistake!
Mistake 1. Optimizing Site Only for Technical Jargons
To this, many of you might argue – if our target audience consists of decision-makers who understand technical terms easily, then what’s wrong with using such terms on the website, and why is it not ideal?
Well, you’re right, using technical jargon isn’t a mistake. The real issue is using it without connecting it to the problems and outcomes that decision makers are actually looking for.
Solution to Mistake 1 – Use Technical Language But Frame It Within Buyer Intent
Whenever writing website content, always remember, the key is balancing technical terms with language your buyers can easily understand and we recommend it for every page be it services or any other.
Basically, the content on your website should be knowledgeable but also technical, so that visitors to your site can find it useful as well.
(If you feel your website content is up to the mark, like you’ve added both search engine and user-friendly terms on it, still unable to find what issues are impacting your organic performance, do check our SEO audit process that we’ve written specifically for fulfillment companies)
Mistake 2. Copying Competitors’ Keywords Directly in SEO Strategy
The fulfillment companies that think SEO means ranking for keywords that their direct competitors are ranking, mostly make this mistake.
What they do is use Ahrefs or SEMrush and copy the list of competitor keywords directly from there without even considering whether those terms are related to their business just like their rivals.
These kinds of businesses actually forget that no two entities can match because capacity to handle clients, pricing models, service types and even specialization, everything is different. In such a scenario, blindly copying your competitor’s keywords only dilutes your own SEO relevance.
Solution to Mistake 2 – Do In-Depth Keyword Research and Analyze Your Own Lead Data
The approach we are going to share is what our team calls the “smart” one. What you have to do is get answers to these 3 basic questions first-
- “Who are our best clients?”
- “What kind of products do we fulfill most profitably?”
- “Which locations do we serve best?”
When you find answers to these queries, you will automatically get the keywords that actually match your business reality.
After this step, you can use SEO tools like Ahrefs or SEMrush to further conduct competitor analysis. Apart from it, we recommend you to consult the sales and operations team. They will also inform you about the terms that clients use during calls.
And that’s how you’ll get your keyword plan prepared.
(We’ve recently helped a client in the fulfillment industry strengthen their SEO strategy through in-depth keyword research. Read the full breakdown to see how our approach helped them attract qualified inbound leads)
Mistake 3. Sharing No Client Testimonials on Website
Testimonials are solid proof that real clients have trusted a company and gained real value from its services. When a website doesn’t display them, it weakens its own trust factor, something that not only affects user confidence but also signals negatively to search engines like Google.
Without testimonials or case studies, it’s hard for any decision-maker to believe a company’s claims, whether they’re about accuracy, speed, or scalability.
Solution to Mistake 3 – Add Social Proof (Like Real Testimonials, Client Stories and Actual Stats) on Your Website
To build trust and search results credibility, showcase the proof that validates your services performance in real-world scenarios and to depict that there is nothing better than displaying real client testimonials. Remember, without them, the chances of converting traffic generated through other SEO methods, even guest posting, decrease significantly.
Besides, you can add real numbers like order volumes handled per month, average duration to complete a fulfillment order on your site. Such details will give a measurable weight to your service benefit claims.
Mistake 4. Publishing SEO Content That Has Nothing to do with Operations
See again this is happening because of one reason and it’s important for you to get clarity on that – there is a difference between an SEO expert (someone who knows SEO, has done it for industries that may or may not include fulfillment) and an SEO expert in the fulfillment industry (someone who has done SEO for clients from fulfillment industry certainly).
And one can see the impact of this difference in the work of both kinds of professionals. The SEO expert will create content for the topic that they just get to know through research tools (let’s suppose it can be Benefits of outsourcing SEO for fulfillment companies). Now, if we see it’s relevant but users already know about it, they have seen it hundreds of times on different sites.
Solution to Mistake 4 – Post Insider Knowledge That Both Google and Buyers Appreciate
Exactly! Potential decision makers know the benefits and features beforehand but what exactly they want to know is information around the topics that sound realistic and solutions that directly talks about the issues that they face with the fulfillment company like it can be related to automation system, seasonal scaling or handling fragile inventory.
And interestingly, what impresses users is actually appreciated by search engines as well. So, posting this way will help you capture the interested and genuine clients for your fulfillment agency.
Mistake 5. Focusing All SEO on Homepage
Most of you can relate with this – you are ranking for your brand name or even broader terms like “fulfillment services” or “fulfillment company for your industry name brands” but not getting leads from your actual buyers.
Well, this happens because you are making a big mistake from the perspective of both search engines and users.
Search engines like Google when notice such content, they see the brand’s failure to cover topical authority and even users cannot relate well to that content.
Solution to Mistake 5 – Create a Dedicated Page for Every Industry You Serve
In the world of generic marketing talk, when a prospect sees someone talking exactly about their industry’s specific problems, they feel like finally they got someone who already knows the challenges they are facing at the given time, someone to whom they do not have to explain everything from scratch, someone who has solved challenges for clients like them.
So, we are recommending you to design landing pages for all industries you serve like “fulfillment for cosmetics”, “fulfillment for subscription boxes” and here’s exactly what you need to include in them:
- Content (completely related to that industry)
- Unique FAQs
- Address FAQs and pain points
- Trust proof
Summing Up
Concluding this blog post with the hope that we’ve helped you understand things better. But if you still need guidance on any aspect or want our direct assistance in handling SEO for your fulfillment company, we’re just a message away. Reach out to our team, and we’ll take it from there.
