Case study ยท Logistics
Event logistics marketing: 95 to 365 organic visits a month
3.8xOrganic visits a month
- Organic visits a month
- 3.8x95 in June 2024 to 365 in August 2026
- Organic leads, year on year
- +49%119 against 80, January to August
- Search impressions non-branded
- 97%Event searches, not people typing the company name
- Average Google position
- 30.5 to 18.52025 average against 2026 so far
- Client
- A UK event logistics company
- Sector
- Logistics
- Delivered with
- SEOMarketing implementationMarketing strategy
The short answer
What does an event logistics marketing agency do?
It gets a specialist transport firm found by the people who book it: production managers, exhibition organisers and touring crews. For one UK event logistics company, that meant moving Google's view of the business off general courier work and onto event searches, taking organic visits from 95 to 365 a month.
Two years, one client, 97% of search impressions now coming from event searches rather than people typing the company's name.
The challenge
Where they started.
The client was very good at a very particular job. Moving staging, AV and set pieces for live events, theatre, film and exhibitions, often overnight, often with the schedule changing hours before the get-in.
Google didn't know that. The website read like a parcel courier, so it was competing for courier searches it didn't want and missing the searches its buyers actually make.
The buyers here aren't bargain hunting. A production manager who books the wrong transport carries it personally when the kit is late. They search for specialists, and they judge fast. In June 2024 the site was getting 95 organic visits a month.
The approach
What we did.
We repositioned the whole site around the buyer. Homepage, service pages and navigation were rewritten for production managers, in the language they use on site: get-in, de-rig, crew call, carnets. The courier language came out.
We built sector and city pages: live events, theatre, film and TV, exhibitions and festivals, plus pages for the main UK event cities.
We answered the questions buyers actually ask, with practical guides on customs paperwork for taking kit into Europe, festival season planning, and what to sort before booking a venue. Two of those guides became the biggest traffic pages on the site outside the homepage.
We fixed the foundations underneath: technical SEO, the Google Business Profile, reviews (27 to 35) and links from relevant sites (9 to 39).
And we measured it every month. One KPI tracker covering visits, enquiries, rankings and search visibility, so every decision had a number behind it.
The results
The payoff.
Organic visits went from 95 a month in June 2024 to 365 in August 2026. Year on year, organic visits are up 46% and search clicks up 63%.
Organic leads are up 49%, from 80 in the first eight months of 2025 to 119 in the same period of 2026. That is more organic leads in eight months than the whole of 2025 managed, and June 2026 was the best month on record at 25. Across the 27 months, 277 organic leads in total.
Average Google position improved from a 2025 average of 30.5 to 18.5 across 2026 so far. Keywords in the top 10 went from 6 to 15. Monthly search impressions went from about 5,600 in late 2024 to about 15,900 across 2026, nearly tripling.
The number that matters most: 97% of search impressions now come from event and logistics searches, not people typing the company's name. That's the repositioning, in Google's own data.
Organic search now brings 54% of all visits, and those visitors engage more than any other main channel (53% engaged sessions against 26% for direct). Clicks are coming in from Belgium, the Netherlands, Germany, France, Spain and Ireland. AI assistants like ChatGPT sent 60 visits in the first eight months of 2026. Early days on that last one.
95Jun 2024
365Aug 2026
Every month from June 2024 to August 2026, from analytics. The step up through spring 2026 is the sector and city pages landing.
| Month | Organic visits a month |
|---|---|
| Jun 2024 | 95 |
| Jul 2024 | 145 |
| Aug 2024 | 210 |
| Sep 2024 | 189 |
| Oct 2024 | 153 |
| Nov 2024 | 168 |
| Dec 2024 | 91 |
| Jan 2025 | 202 |
| Feb 2025 | 144 |
| Mar 2025 | 162 |
| Apr 2025 | 152 |
| May 2025 | 199 |
| Jun 2025 | 210 |
| Jul 2025 | 184 |
| Aug 2025 | 200 |
| Sep 2025 | 248 |
| Oct 2025 | 128 |
| Nov 2025 | 201 |
| Dec 2025 | 169 |
| Jan 2026 | 198 |
| Feb 2026 | 186 |
| Mar 2026 | 195 |
| Apr 2026 | 227 |
| May 2026 | 308 |
| Jun 2026 | 361 |
| Jul 2026 | 279 |
| Aug 2026 | 365 |
80Jan to Aug 2025
119Jan to Aug 2026
Best month: 25 in Jun 2026
The same months, leads logged by channel. Lumpy, as enquiries always are, so the figures below compare like for like periods rather than single months.
| Month | Organic leads a month |
|---|---|
| Jun 2024 | 11 |
| Jul 2024 | 4 |
| Aug 2024 | 5 |
| Sep 2024 | 8 |
| Oct 2024 | 5 |
| Nov 2024 | 5 |
| Dec 2024 | 4 |
| Jan 2025 | 5 |
| Feb 2025 | 10 |
| Mar 2025 | 15 |
| Apr 2025 | 9 |
| May 2025 | 9 |
| Jun 2025 | 16 |
| Jul 2025 | 11 |
| Aug 2025 | 5 |
| Sep 2025 | 9 |
| Oct 2025 | 10 |
| Nov 2025 | 12 |
| Dec 2025 | 5 |
| Jan 2026 | 14 |
| Feb 2026 | 6 |
| Mar 2026 | 14 |
| Apr 2026 | 19 |
| May 2026 | 16 |
| Jun 2026 | 25 |
| Jul 2026 | 13 |
| Aug 2026 | 12 |
Straight with you
How we measured it
Leads were logged by channel every month for 27 months, with organic separated from every other source. The figures on this page are organic leads, not total enquiries, so the growth is tied to the channel this work was aimed at rather than to everything that happened at once.
Alongside that: sessions and organic sessions from analytics, and impressions, clicks and average position from Google Search Console. One tracker, updated monthly, which is why these are like-for-like comparisons rather than a snapshot.
Steve's read
“Nothing about their service changed. What changed is that Google finally understood what they do and who it's for. Get that right and the right people start finding you.”
How it was done
The services behind the result.
What this means for you
Same problem, different van.
A lot of specialist firms get filed under the wrong thing by Google: the drainage contractor seen as a plumber, the civils firm seen as a builder. The fix is the same. Show Google who you work for, in their language, and back it with pages that answer their questions.
That is the work behind the Booked Solid System for trades, and the Preferred Contractor Programme for civils and construction.
Questions
What people ask about this.
Do you work with logistics and haulage companies?
Yes, where the firm serves a specialist market and wants to be found for it. Our core is trades and construction, and specialist logistics sits close to that: the same kind of owner, the same kind of buyer, and the same problem of being filed under the wrong thing by Google.
How long does SEO take for a logistics company?
On this account the gains were steady through year one and the biggest jumps came in year two. Organic visits went from 95 a month to 365 over roughly two years, and average Google position improved from a 2025 average of 30.5 to 18.5 across 2026. Expect movement in months and the real compounding in the second year, not the first quarter.
What makes an event logistics marketing agency different from a general one?
Knowing the buyer. Production managers and exhibition organisers book under pressure, carry the risk personally when kit arrives late, and search for specialists rather than the cheapest quote. Marketing that treats them like parcel customers misses them entirely.
Can a small logistics firm compete with national operators on Google?
Yes, on specialist and local searches, which is where the qualified enquiries are. This client's traffic came from exactly those searches: 97% of its search impressions are now non-branded, meaning people finding the business by what it does rather than by name.
Next step