B2B Logistics · Programmatic
Turning Kargo's site into an inbound engine with auto-generated pages
A B2B logistics startup needed its site to do more than describe the product. It needed to capture demand. Programmatic pages targeting transactional routes did exactly that.
- Client
- Kargo Technologies
- Role
- SEO (Programmatic & Content)
- Year
- 2017-2018
The brief
Kargo wanted its website to become an inbound marketing hub that attracted the right potential customers, not just a brochure. The opportunity was the enormous long tail of route and service combinations its audience actually searched for.
Approach
I researched the audience to understand which routes, services, and questions mapped to real demand, then built page templates that could generate transactional pages automatically from that data.
# transactional intent, expressed as a route grid
origin = ["jakarta", "surabaya", "bandung", ...]
dest = ["bali", "tangerang", "semarang", ...]
service = ["sewa-truk", "jasa-pindahan", ...]
# /{service}/{origin}-{dest} -> "sewa truk Jakarta Bali"
# generated only where search demand and supply both existExecution
- Built programmatic templates that auto-generated pages for transactional queries such as "sewa truk Jakarta Bali" and "jasa pindahan Jakarta Tangerang".
- Published 100+ articles and reviews grounded in real user research, from tutorials to current trends.
- Kept generation gated to combinations with genuine demand to avoid thin, low-value pages.
Results
Within the first two months the programmatic pages and articles were already beating the forecast by 200%. By six months the site was drawing around 900K organic sessions with 3,900 keywords ranking in the top 20. The site had become a demand-capture engine rather than a static product page.
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