Case Study
Powering 489 Page-One Keywords for the Global Leader in Freight Audit
How The Robinson Agency built a content and SEO engine for Intelligent Audit that drives 1,400+ monthly organic visitors, ranks for 489 non-brand keywords on page one of Google, and generates $8,300+ in monthly traffic value — all through strategic content marketing, keyword targeting, and a full website redesign.
1.4K
Monthly Organic Traffic
$8.3K
Monthly Traffic Value
The Client
Intelligent Audit — The Gold Standard in Freight Audit & Payment
Founded in 1996, Intelligent Audit is a global leader in freight audit and payment services, business intelligence, and logistics optimization. The company serves 20% of the Fortune 50 and has processed over 2.1 billion shipments worldwide. Intelligent Audit is WBENC-certified and holds both SOC 1 and SOC 2 certifications.
Led by CEO Hannah Testani — a recognized industry leader named an EY Entrepreneur of the Year® finalist — Intelligent Audit provides enterprise shippers with freight audit and payment, anomaly detection, advanced business intelligence, logistics network optimization, and secure carrier payments through its TriumphPay integration.
Hannah Testani
CEO, Intelligent Audit
Hannah has led Intelligent Audit from a specialized freight audit firm to a comprehensive logistics intelligence platform. An EY Entrepreneur of the Year® finalist, she is recognized as one of the most influential leaders in the supply chain industry.
1996
Founded — nearly 30 years in business
20%
of Fortune 50 are clients
2.1B+
Shipments processed globally
SOC 1&2
Certified & WBENC-certified
The Partnership
A Deep Collaboration with IA’s Leadership Team
The Robinson Agency embedded with Intelligent Audit’s marketing, product, and leadership teams — working directly with CEO Hannah Testani, Marketing Manager Caitlin Stuermer, Chief of Staff Adriano Viterbo, and product leaders — to deliver a comprehensive content marketing, SEO, and web development program.
TRA managed the full content pipeline through a dedicated Slack channel, Monday.com production boards, weekly calls, and a custom Looker Studio analytics dashboard that tracked every metric from organic traffic to keyword rankings to backlink health.
Content Marketing
Industry-leading thought leadership at scale
Dozens of SEO-optimized blog posts covering freight audit, parcel audit, carrier rate changes, business intelligence, logistics network optimization, and industry news. Every piece was strategically interlinked and optimized for target keywords.
SEO Strategy
From keyword research to page-one dominance
Comprehensive keyphrase analysis, on-page SEO implementation, technical site audits, SemRush project monitoring, and continuous optimization. We tracked rankings, fixed errors monthly, and interlinked new content from old to boost SEO equity.
Website Redesign
IA 2.0 — a complete web transformation
Full website redesign and development in Webflow, migrating from the legacy platform. The new site included modernized product pages, improved UX, blog migration, and SEO-first architecture — all coordinated with IA’s internal team.
Product Messaging
Precision positioning for enterprise buyers
Worked with IA’s product team to refine messaging around anomaly detection, freight audit, and business intelligence — ensuring terminology aligned with how enterprise shippers actually search. Delivered sales decks, case studies, and product one-pagers.
The Strategy
A Four-Pillar Content Engine Built for Enterprise SEO
TRA developed a content strategy organized around four core pillars designed to capture search demand at every stage of the buyer’s journey — from shippers searching for carrier rate information to procurement teams evaluating freight audit solutions.
Industry News & Carrier Updates
Timely coverage of UPS/FedEx/USPS rate increases, peak season surcharges, and carrier policy changes. These posts captured massive search volume from shippers seeking the latest carrier news.
Rate Increase GuidesPeak Season AlertsCarrier News
Product & Solution Deep-Dives
In-depth content around IA’s core solutions: freight audit & payment, parcel audit, anomaly detection, business intelligence, and logistics network optimization.
Product GuidesSolution PagesFeature Explainers
Thought Leadership
Executive-level content positioning Hannah Testani and the IA team as industry authorities — covering topics from logistics finance to supply chain data security to the future of AI in logistics.
CEO FeaturesIndustry AnalysisPodcast Support
Challenges & Solutions
Content addressing real pain points enterprise shippers face: OS&D claims, freight invoice discrepancies, carrier contract optimization, and revenue leakage — all linking back to IA’s capabilities.
Best PracticesHow-To GuidesCase Studies
SEO Interlinking Strategy
Every blog was strategically interlinked to pillar pages. All parcel audit keywords linked to the parcel audit guide. All freight audit keywords linked to the freight audit guide. This created a powerful SEO content cluster architecture.
Pillar PagesContent ClustersInternal Links
Analytics & Reporting
Custom Looker Studio dashboard with 11 pages tracking traffic over time, blog performance, Search Console data, SEMRush rankings, backlink health, keyword history, and site audit metrics — delivered weekly.
Looker StudioSemRush ProjectWeekly Reports
SEO Performance
489 Keywords on Page One of Google
Intelligent Audit ranks for 489 non-brand keywords in the top 10 positions on Google, driving 1,400+ monthly organic visitors with an estimated traffic value of $8,300+ per month. The keyword portfolio spans freight audit, parcel audit, carrier news, logistics optimization, and business intelligence topics.
489
Top 10 keywords (non-brand)
1.4K
Monthly organic traffic
$8.3K
Monthly traffic cost value
1.41K
Google Search clicks/month
363K+
Google Search impressions/month
4.4K
Total US organic keywords
Top-Performing Keywords
Non-brand keywords ranking in positions 1–10, sorted by estimated monthly traffic
| Keyword | Pos | Traffic | Volume | KD |
|---|
| usps hs code requirement september 1 | 4 | 311 | 6,600 | 17 |
| ups box cost | 6 | 48 | 1,600 | 42 |
| ups gri effective date | 4 | 31 | 1,300 | 2 |
| ups rate increase 2026 news | 8 | 31 | 1,300 | 6 |
| ups peak season 2025 surcharge news | 3 | 17 | 210 | 17 |
| freight audit | 5 | 16 | 880 | 28 |
| fedex peak season surcharge 2025 news october | 6 | 16 | 480 | 25 |
| ups flat rate box | 9 | 14 | 2,900 | 42 |
| ups box sizes and prices | 7 | 14 | 2,400 | 61 |
| ups peak surcharges 2025 news | 10 | 13 | 720 | 14 |
| os&d | 8 | 12 | 590 | 3 |
| fedex peak surcharge 2025 news | 7 | 11 | 1,900 | 36 |
| ups simple rate boxes | 4 | 11 | 390 | 16 |
| logistics finance | 1 | 9 | 110 | 10 |
| fedex peak surcharge october 2025 news | 6 | 9 | 320 | 0 |
| parcel audit services | 9 | 8 | 390 | 9 |
| damage of goods | 4 | 7 | 880 | 21 |
| freight audit software | 8 | 7 | 320 | 21 |
| freight audit system | 4 | 7 | 210 | 21 |
| ups rate increase 2026 announced news | 2 | 7 | 90 | 6 |
| flat rate ups boxes | 3 | 6 | 1,000 | 27 |
| shipping audit | 3 | 5 | 90 | 0 |
| freight audit and payment software | 6 | 5 | 210 | 22 |
| invoice auditing services | 6 | 5 | 390 | 6 |
| parcel audit software | 9 | 5 | 260 | 4 |
Content Engine
A Relentless Publishing Machine
TRA managed the entire content production pipeline for Intelligent Audit: from keyword research and topic ideation through writing, editing, approval, publishing, interlinking, and social distribution. Content was tracked via Monday.com boards, coordinated in Slack, and approved by IA’s leadership team including CEO Bob (JJ Singh) and marketing lead Caitlin.
Freight Audit Pillar Content
Comprehensive guides on freight audit and payment, freight bill audit, freight auditing software, and why shippers need professional freight audit services. Each piece interlinked to the core freight audit guide page.
Pillar Page10+ Blog PostsInterlinked
Parcel Audit Pillar Content
Small parcel audit guides, parcel auditing software comparisons, and parcel invoice audit best practices. All parcel-related keywords linked to the master parcel audit guide.
Pillar Page8+ Blog PostsInterlinked
Carrier Rate & Surcharge Coverage
Timely coverage of every major UPS and FedEx rate increase, GRI announcement, peak season surcharge, and USPS policy change. These posts consistently captured high search demand from enterprise shippers.
UPS Rate GuidesFedEx Surcharge AlertsWeekly Updates
Business Intelligence & Analytics
Deep dives into how shippers use business intelligence to turn transportation data into opportunities, optimize operations, and drive smarter decision-making across the supply chain.
BI Deep DivesData AnalyticsDecision Guides
Industry Recognition & Awards
Blog coverage of IA’s industry recognition: Gartner Market Guide for Freight Audit & Payment, Inbound Logistics Top 100 IT Providers (6th consecutive year), EY Entrepreneur of the Year, and FedEx Certified FBAP status.
Gartner CoverageAward FeaturesPR Amplification
Logistics Network Optimization
Content around logistics network modeling, carrier contract simulation, transportation network strategy, and omnichannel logistics — positioning IA’s network optimization capabilities for enterprise buyers.
Network ModelingContract SimulationStrategy Guides
Timeline
Key Milestones in the IA Partnership
2021
Engagement Begins
TRA begins working with Intelligent Audit on content marketing and SEO. Dedicated Slack channel (#internal_intelligentaudit) and Monday.com production boards established.
2022
Content Production Scales
Regular blog publishing cadence established. Team grows to include writers, SEO specialists, and a publisher. Comprehensive keyword strategy deployed across freight audit, parcel audit, and carrier news topics.
April 2023
Looker Studio Dashboard Launched
Custom 11-page analytics dashboard built tracking traffic, blog performance, Search Console data, SemRush rankings, backlink health, keyword history, and site audit metrics.
May 2023
Gartner Recognition Coverage
Published coverage of IA being named a Representative Vendor in the Gartner Market Guide for Freight Audit and Payment Providers, and Inbound Logistics Top 100 IT Provider for the 6th consecutive year.
June 2023
EY Entrepreneur of the Year Coverage
Blog published covering Hannah Testani’s nomination as EY Entrepreneur of the Year 2023 New Jersey Award finalist, amplifying IA’s thought leadership presence.
2024
Product Messaging Refinement
Collaborated with IA product team to refine messaging: “anomaly detection” preferred over “machine learning.” Delivered product-focused content, sales collateral, and case studies aligned with how enterprise buyers actually search.
June 2024
SEO Interlinking Strategy Deployed
Comprehensive interlinking directive issued — all parcel audit keywords linked to the parcel audit pillar page, all freight audit keywords linked to the freight audit guide. Content cluster architecture fully activated.
January 2025
Website Redesign (IA 2.0)
Full website redesign in Webflow reaches 80% completion. New IA 2.0 site features modernized product pages, improved UX, SEO-first architecture, and full blog migration coordinated with IA’s team.
February 2025
Final Content Deliverables
Last blog deliverables completed. Marketing dashboard transitioned to IA’s internal marketing manager. Engagement concludes with 489 page-one keywords, 1.4K monthly organic traffic, and $8.3K in monthly traffic value.
The Results
Enterprise-Grade Outcomes from Content-Led Growth
The Robinson Agency delivered a comprehensive content marketing and SEO program that transformed Intelligent Audit’s digital presence — from content strategy and publishing to a complete website redesign, product messaging, and analytics infrastructure.
489
Non-brand keywords on page one of Google
1.4K
Monthly organic visitors
$8.3K
Monthly traffic cost value
363K+
Monthly Google Search impressions
1.41K
Monthly Google Search clicks
4.4K
Total US organic keywords
#1
Position for “logistics finance”
Full
Website redesign in Webflow (IA 2.0)
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