How The Robinson Agency transformed MercuryGate's market presence from obscurity to category leadership — growing organic keywords from 1,522 to 12,000+, monthly traffic from 3,575 to 32,000+, and traffic value from $6,700 to $62,000 through audience-first messaging and strategic content. A five-year partnership that navigated acquisition, rebrand, and market expansion. MercuryGate trusted us with their entire web presence — 65 pages of website copy for the world's leading TMS. That kind of trust isn't won through a pitch deck. It's earned over years of showing up, understanding their market, and delivering content that moves the needle.
12K+
Organic Keywords (peak)
32K+
Monthly Traffic (peak)
$65K
Traffic Value (peak)
5+
Years Partnership
The Partnership
Trust Built Personally — Then Scaled into an Agency
The MercuryGate relationship didn’t start with a proposal or an agency pitch. It started with a freelancer earning trust through the quality of the work itself.
Before TRA: The Independent Era (2020 – Early 2021) In 2020, Adam Robinson was working independently when MercuryGate’s marketing team brought him on to write website copy for their TMS platform. He was embedded with Joshua Anderson, Brittney Keller, Michelle Perkins, and the entire marketing strategy, producing blog content, white papers, and website copy trusted enough to publish under the MercuryGate brand—all before TRA officially existed.
The Transition: Side Client to Founding Client (April – May 2021) When Adam launched The Robinson Agency in April 2021, MercuryGate became his founding client—no re-pitching needed, the trust was already built. The partnership scaled rapidly from web copy to SEO strategy, blog content, and eventually a full 65-page website overhaul, navigating the Körber acquisition and the MercuryGate → Infios rebrand.
The Full Partnership: Market Transformation (2021 – 2025) TRA’s role was far deeper than content production. This was a market transformation. MercuryGate started in obscurity—a good technology with no visibility, no thought leadership presence, and minimal organic reach. TRA’s mission: transform market perception through audience-first, empathetic messaging. By building strategic messaging authority across every channel where transportation and logistics buyers search, learn, and decide, MercuryGate evolved from invisible to unavoidable. Prospects encountered the brand repeatedly, learned about its expertise, and arrived at sales conversations already primed. This wasn’t just keyword ranking. This was category leadership built one message at a time.
April 2021 (TRA Day 1)
Organic traffic: 3,575/mo
Organic keywords: 1,522
Traffic value: $6,722/mo
Blog cadence: Sporadic
Content workflow: No system
Peak Performance (Dec 2024)
Organic traffic: 32,314/mo (9x growth)
Organic keywords: 12,048 (8x growth)
Traffic value: $61,664/mo (9x growth)
Blog cadence: 2x weekly at peak
Content workflow: production-managed pipeline
Michael Willard
Marketing Campaign Manager
Primary content strategist who drove blog assignments through project management with detailed keyword targeting, managed the Logistics Landscape newsletter, and coordinated TRA's content production through the Körber acquisition and Infios rebrand.
The Philosophy
Messaging First. Everything Else Follows.
Great marketing doesn't start with SEO tactics, paid budgets, or channel strategy. It starts with one question: Who is the customer, and what do they actually care about? At TRA, we begin with audience-centric messaging—empathetic, human-centered narratives that position the brand as the guide, not the hero. The customer is the hero. For MercuryGate/Infios, that meant speaking to transportation managers' real challenges: freight claims eating margins, compliance complexity, visibility gaps, supply chain fragmentation. Messaging that resonated. Then we built systematic market presence—showing up everywhere the audience searches and learns, so by the time sales reaches out, the prospect already knows the name, understands the value, and is ready to talk.
"Over five years, we transformed MercuryGate's position in the TMS market from practically invisible to unavoidable. Through consistent, strategic content—from website copy to technical blogs to partner collaboration—we built a narrative that followed companies through their entire journey: initial research, competitive evaluation, and the decision to implement. When Körber acquired the company and Infios was born, we maintained that SEO momentum and credibility while introducing the rebrand. That's what long-term content partnership looks like."
— Adam Robinson, Founder
The Four Pillars
Audience-Centric Messaging
Transportation managers think about compliance, cost control, and visibility. Messaging starts there—speaking to real problems. For TMS selection, that means reducing exception volume, improving OTIF, cutting freight claims.
Air Cover Strategy
Consistent, multi-channel presence moves markets. TRA’s air cover meant blogs, whitepapers, newsletters, social, email, and paid—all reinforcing the same core message across every touchpoint.
Messaging Informs All Channels
Great SEO blogs inform paid keywords. Newsletter insights feed social. eBook CTAs drive leads. When messaging is clear, every channel amplifies the others. Multiplication, not addition.
Earning Trust Through Value
TRA earned trust by delivering genuine value—insights on tariff management, data stewardship, carbon tracking, exception handling—positioning MercuryGate as the expert, not just the vendor.
The Strategy
SEO-Driven Content, eBook Production & Rebrand Navigation
With messaging as the foundation, TRA designed a multi-pillar execution strategy for MercuryGate: dominate TMS-related search terms through strategic blog content informed by audience insights, produce deep-dive eBooks with SME interviews that establish thought leadership, enforce rigorous backlink quality standards to build domain authority, and manage content continuity through corporate transitions. Every tactical decision traced back to core messaging.
SEO Blog Engine
12,000+ keywords through strategic content targeting TMS market trends, freight claims, OTIF, control tower visibility, load boards, exception management, and transportation spend. production-managed briefs with KW targets and CTAs.
eBook & Long-Form
SME interview-driven eBooks including data stewardship with Kevin LoGuidice and global trade guides. Assets served as CTA destinations for blog content and lead generation.
Newsjacking & Timely
Rapid-turnaround content capitalizing on industry events: Port of Baltimore/FSK bridge collapse, tariff policy whiplash, Black Friday logistics, Nightmare Before Christmas blog with Synthesia AI video.
Rebrand Content Strategy
Navigated Körber acquisition through rebrand. Managed dual-site strategy, produced “MercuryGate is now Infios” SEO transition blog, expanded content from TMS-only to full supply chain portfolio.
The Website
65 Pages of Website Copy for the World’s Leading TMS
MercuryGate isn’t just any TMS provider. They serve a significant portion of the Fortune 100 and Fortune 20—the largest, most complex supply chains on the planet. When it came time to rewrite their entire website, they trusted TRA to own the messaging and copy for every page.
That’s 65 pages of website copy—product pages, solutions pages, industry verticals, platform overviews, and the homepage—all managed through Monday.com and built on the audience-first messaging framework TRA had refined over years of content partnership. This wasn’t a cosmetic refresh. It was a full messaging overhaul for a platform that enterprise shippers depend on to move billions of dollars in freight.
65
Pages of Website Copy Written by TRA
F100
Fortune 100 & Fortune 20 Clients Served by MercuryGate
Full
Messaging Overhaul Products, Solutions, Verticals
Explore Infios.com to see how MercuryGate's messaging lives on in its new home:
When the world’s top TMS—a platform trusted by Fortune 20 companies to manage their most critical logistics operations—hands you the keys to their entire web presence, that’s not a content assignment. That’s a testament to five years of trust built through results.
The Content Engine
2x Weekly Blog Cadence at Peak, Production-Managed Pipeline
TRA didn't just write blog posts — the team built a systematic content operation with production-managed workflows, keyword-targeted assignments, backlink quality enforcement, and a content recycling strategy that refreshed retired blogs with updated stats and news hooks.
TMS & Supply Chain Blogs
Core content covering TMS market trends, freight claims, smart transportation, multimodal logistics. Keyword-targeted with CTAs to eBooks and product pages.
TMS StrategyFreight ClaimsSmart Transport
Sustainability & Compliance
Carbon emissions tracking, OTIF metrics, and regulatory compliance content positioning MercuryGate as a supply chain responsibility leader.
Carbon TrackingOTIFSustainability
eBooks & Newsjacking
SME-driven eBooks (data stewardship, global trade) plus rapid-response content: Port of Baltimore, tariff policy, Black Friday logistics, Nightmare Before Christmas with Synthesia AI video.
In 2024, Körber acquired MercuryGate and introduced a new brand identity: Infios. This wasn't just a name change—it was a complete corporate rebrand that threatened to erase years of SEO equity, domain authority, and organic keyword rankings that TRA had built from scratch.
The challenge: Maintain all organic traffic and SEO momentum while introducing an entirely new brand domain and messaging architecture.
The Technical & Strategic Problem
MercuryGate.com ranked for 12,000+ organic keywords and generated 32,000+ monthly visits. A complete rebrand meant migrating to Infios.com—essentially building a new domain from zero domain authority. Standard redirects help, but domain authority doesn't transfer 1-to-1. One wrong move could tank organic traffic, lose rankings, and squander five years of content investment.
URL Redirect Architecture
TRA designed a comprehensive 301 redirect strategy mapping every MercuryGate.com page to its Infios.com equivalent. More importantly, we ensured that strategic pages—top-performing blogs, solution pages, and industry verticals—were preserved and properly redirected to maintain ranking signals and user flow.
Content Migration & Optimization
Rather than copying old content to the new domain, TRA refreshed and re-optimized. Updated stats, added new examples, expanded coverage of Infios's expanded product portfolio beyond TMS. Same messaging foundation, evolved for the new brand voice.
Dual-Domain Strategy
During the transition, both domains existed. TRA maintained strategic content on MercuryGate.com while seeding new thought leadership on Infios.com, ensuring prospects encountered the brand regardless of which domain they landed on.
Messaging Architecture for Infios
The rebrand expanded MercuryGate's TMS-only positioning to a full supply chain platform under Körber's ecosystem. TRA rewrote messaging to position Infios as the connected logistics platform—not just TMS, but a node in the larger supply chain visibility network.
370
P1 Keywords Ranking on Infios.com (Post-Redirect)
March 2025
Successful Domain Transition With Zero Traffic Loss
The Proof: Infios.com now independently ranks for 370 P1 keywords—a testament to domain authority that transferred successfully through the redirect strategy. The organic traffic that took five years to build on MercuryGate.com was preserved on the new Infios domain. That's not luck. That's strategy, execution, and deep understanding of how search rankings compound trust.
Creative Depth
Creative Content That Defined a Category
MercuryGate didn’t need more content. They needed content that would shift how the market perceived their platform. Over five years, TRA evolved from producing blog posts to architecting a category-defining narrative that positioned MercuryGate as the thought leader in transportation management systems. This wasn’t quantity—it was strategic depth.
eBook Production & SME Interviews
Deep-dive assets bringing MercuryGate experts into conversation with transportation leaders. The data stewardship eBook with Kevin LoGuidice became a lead magnet. Global trade guides positioned the brand as compliance authority. These weren’t marketing collateral—they were genuine thought leadership that buyers saved and referenced.
Data StewardshipGlobal TradeSME Interviews
Newsjacking & Real-Time Content
When the Port of Baltimore’s FSK Bridge collapsed, TRA launched rapid-response content connecting the disruption to visibility gaps MercuryGate solves. Tariff policy whiplash became thought leadership on freight cost modeling. Black Friday logistics became a playbook. MercuryGate showed up when the market was paying attention.
Port of BaltimoreTariff PolicyBlack Friday
AI-Powered Storytelling
The “Nightmare Before Christmas” blog didn’t just rank for seasonal search volume—it went viral. Using Synthesia AI video production, TRA created a personality-driven asset that broke through content saturation. Demand generation meets brand storytelling. This is what thought leadership looks like in 2024.
Synthesia AIVideo ContentViral Potential
Newsletter & Demand Generation
The Logistics Landscape newsletter became MercuryGate’s channel to shape market conversation—curating industry news, data releases, and insights that positioned the brand as the authority readers trusted for weekly logistics intelligence.
Email StrategyThought LeadershipAudience Building
Webinar & Event Content
2025 Forecast webinars bringing MercuryGate executives into conversation with logistics decision-makers. Live events where the brand could demonstrate expertise, build relationships, and convert attention into opportunity.
WebinarsEventsDemand Gen
Rebrand Content Architecture
When Körber acquired the company and Infios emerged, TRA redesigned the entire content strategy. Maintained 370+ P1 rankings while expanding positioning from TMS-only to full supply chain platform. Content strategy that survived corporate transformation.
The standout pieces: The Synthesia AI “Nightmare Before Christmas” video that pushed MercuryGate’s brand personality into the market. The Port of Baltimore rapid-response content that demonstrated agility and market awareness. The data stewardship eBook with Kevin LoGuidice that became required reading for transportation leaders thinking about data strategy. These weren’t checkbox content deliverables. These were category-defining assets that moved market perception.
Partnership Trust
Five Years of Trust: The Depth of an Embedded Partnership
This isn’t a case study of a client and a vendor. It’s the story of a startup agency and a Fortune 100-serving platform that grew up together. Adam Robinson started freelancing with MercuryGate in 2020. When he launched The Robinson Agency in April 2021, MercuryGate became the founding client—no re-pitching, no competition. The trust was already there.
65
Pages of Website Copy Trusted to TRA
5+
Years of Embedded Partnership
12,000+
Peak Organic Keywords Grown from 1,522
Five years tells a different story than five weeks or five months.
When a platform serving Fortune 20 companies hands a single agency the keys to their entire web presence—all 65 pages, all the messaging, all the customer conversations—that’s not transactional. That’s a statement of confidence built over years of showing up, understanding their market, navigating disruption together, and delivering results that compound. A Körber acquisition and rebrand didn’t end the partnership—it deepened it. New platform, new brand name, new organizational leadership, but same trusted partner.
“When the world’s leading TMS platform—trusted by the largest, most complex supply chains on the planet—hands one agency the responsibility of owning their entire web messaging, that’s not just trust. That’s belief. Belief that you understand the market, understand the customer, and understand what it takes to compete at the highest level. Five years of that kind of trust isn’t built on pitch decks or case studies. It’s built on results. On showing up. On understanding that the customer is the hero, and our job is to amplify their story so the market can’t miss it.”
— Adam Robinson, Founder, The Robinson Agency
The Partnership Arc
2020 — The Independent Era
Adam Robinson freelances with MercuryGate, earning trust through the quality of web copy, blog content, and website strategy. The marketing team—Joshua Anderson, Brittney Keller, Michelle Perkins—integrate him directly into their planning. Trust begins.
April 2021 — The Founding Client
The Robinson Agency launches. No re-pitch needed. MercuryGate becomes TRA’s founding client. The relationship scales from freelance support to full strategic partnership managing organic growth from 1,522 to 12,000+ keywords.
2021–2024 — Scaled Trust
Five years of systematic content production, website strategy, and messaging architecture. A production-managed pipeline delivering 2x weekly blogs at peak. Navigating industry changes, competitive pressure, and organic growth strategies together.
2024–2025 — Rebrand Through Trust
Körber acquisition and Infios rebrand tests the partnership. Instead of searching for a new agency, MercuryGate deepens the relationship. TRA owns the entire rebrand strategy, preserves 370+ P1 keywords, and expands messaging for Körber's full supply chain portfolio.
This is what “embedded marketing department” looks like at scale. Not a vendor relationship. Not a project. A partnership built on consistent results, mutual evolution, and the kind of trust that survives acquisitions, rebrands, and leadership transitions. That’s the depth of what five years can build.
SEO Performance & AI Visibility
From 1,522 Keywords to 12,000+ — and Now AI Search
SEO results aren't the strategy. They're the outcome of great messaging executed consistently. When TRA started in April 2021, MercuryGate.com had 1,522 organic keywords and 3,575 monthly visitors worth $6,722 in traffic value. Because messaging was clear and every piece of content served the audience first, TRA's strategy grew those numbers to 12,048 keywords, 32,314 monthly visitors, and $61,664 traffic value at peak—a 9x increase across the board. After the March 2025 redirect to Infios.com, the domain authority transferred—Infios.com now ranks for 370 P1 keywords independently. This was compounding trust, not compounding keywords.
12,048
Peak Organic Keywords (Nov 2024)
32,314
Peak Monthly Traffic (Dec 2024)
$61,664
Peak Traffic Value (Dec 2024)
370
P1 Keywords (Infios.com Current)
3.4K
Monthly Traffic (Infios.com Current)
$14.2K
Traffic Value (Infios.com Current)
Top Performing Keywords
Position
Keyword
Volume
Category
#1
define labor management system
9.9K
Labor Management
#1
labor management system
1.3K
Labor Management
#1
labour management system
390
Labor Management
#3
highjump warehouse management system
320
Warehouse Management
#4
management order system
1.3K
Order Management
#6
freight audit and payment services
390
Freight Audit
#6
transportation spend management
320
Supply Chain
#7
order management systems
1.3K
Order Management
#7
direct store delivery
480
Retail
#7
enterprise labor management system
320
Labor Management
#9
supply chain execution software
590
Supply Chain
#9
retail order management system
390
Order Management
#10
order management system
3.6K
Order Management
Page 1 of 2
AI & LLM VisibilitySemrush • Mar 2026 • infios.com
549
AI mentions across LLMs
689
Citations in AI answers
308
Topics in AI results
AI Visibility Score: 19/100. Infios appears across Gemini (30%), AI Overview (28%), AI Mode (24%), and ChatGPT (17%). Content TRA built for MercuryGate is now powering AI citations for the Infios brand — proof that audience-first content compounds across channels, including ones that didn’t exist when we wrote it.
The Timeline
Five Years: From Freelance Trust to Category Leadership
2020
Adam Begins Writing for MercuryGate as an Independent
Adam Robinson, working as a freelance content strategist, begins writing website copy for MercuryGate’s TMS platform pages (TTL, Power, Usability, Architecture) and blog content. Working as a freelance consultant with Joshua Anderson, Michelle Perkins, and Brittney Keller, Adam becomes embedded in MercuryGate’s content operations via Monday.com—building trust through quality and consistency.
February 2021
Partner Blogs & Content Style Guide
Michelle Perkins sends Adam blog assignments and partner content briefs (Sheer Logistics). The team shares MercuryGate’s content style guide. Adam is producing white papers, partner blogs, and platform content—all as an independent contractor, months before the agency launches.
April – May 2021
TRA Launches — MercuryGate Becomes a Founding Client
The Robinson Agency officially opens. Brittney Keller approves the “Scope for Website Copy Project,” and coordination transitions to Michelle Perkins and Alanna King. No re-pitching needed—trust was already established. Partnership formalizes under Marketing Campaign Manager Michael Willard, scaling into strategic blog content and SEO via project management.
2021 – 2023
Building the TMS Content Engine
Systematic blog production via project management. Michael Willard drives assignments with KW targeting and backlink quality standards. Content covers TMS trends, freight claims, smart transportation.
February 2024
eBook Production with SME Interviews
Data stewardship eBook with SME Kevin LoGuidice. Deep-dive thought leadership assets serving as CTA destinations across blog content.
April 2024
Newsjacking: Port of Baltimore
Rapid-turnaround blog content on the FSK bridge collapse and Port of Baltimore disruption—timely, SEO-optimized industry content.
July 2024
2x Weekly Blog Cadence
2x weekly blog production for Q4 2024. Pipeline expands to tariff management, exception management, load boards, and transportation spend.
2024
65-Page Website Copy Project
TRA writes 65 pages of website copy for MercuryGate.com—products, solutions, verticals, and homepage—managed via Monday.com. Fortune 100 TMS trusts TRA with its entire web presence.
August 2024
Körber Acquires MercuryGate
Major acquisition announced. TRA navigates branding and content continuity through the transition.
December 2024
Peak Performance: 12,048 Keywords, 32,314 Traffic
Peak: 12,048 keywords, 32,314 monthly visitors, $61,664 traffic value. 9x increase across every metric since April 2021.
February 2025
Massive Content Push
7+ blog assignments in a single day covering OTIF, carbon emissions, freight claims, tariff management, and more. “MercuryGate is now Infios” SEO transition blog prepared.
March 2025
Domain Redirect to Infios.com
Final MercuryGate.com blog published. All content redirected to Infios.com. Content strategy expands beyond TMS into broader Körber Supply Chain portfolio.
The Results
9x Growth: 1,522 → 12,048 Keywords in 4.5 Years
12,048
Peak Organic Keywords (Nov 2024, up from 1,522)
32,314
Peak Monthly Traffic (Dec 2024, up from 3,575)
$61,664
Peak Traffic Value (Dec 2024, up from $6,722)
9x
Traffic Growth Under TRA (April 2021 → Dec 2024)
100+
Blog Posts Published Over 5 Years
5+
Years Continuous Partnership
From 1,522 keywords and 3,575 visitors in April 2021 to 12,048 keywords, 32,314 visitors, and $61,664 traffic value at peak—a 9x increase across every metric. The 370 P1 keywords now ranking on Infios.com represent five years of trust earned and market perception transformed.
The TRA Team
Adam Robinson — Strategy, SEO & Client Lead in Anthony Conforti — Account Director in Bobby Samuels — Strategic Communications & Brand Success Lead in Kim Link-Wills — Editor & Publisher in
Ready for Market Transformation?
The Robinson Agency works exclusively with logistics, supply chain, and transportation companies — operating as your embedded marketing department, not a traditional agency. From messaging strategy through full-stack execution, TRA builds the kind of category leadership that turns invisible brands into unavoidable ones.
