A trade association sitting on years of transportation-industry webinars and podcasts — unindexed, uncategorized, invisible. iExcel put the library to work and launched a paid-search engine on top.
US Trans Corp runs UST Education — the educational arm serving transportation operators, fleet owners, brokers, and back-office teams across the U.S. trucking and logistics industry. Years of programming had produced a serious content library: 164 recorded webinars, 111 podcast episodes, and hundreds of supporting resource pages on usteducation.org.
The problem was the shelf. The webinars were archived. The podcasts were embedded. The pages sat in the CMS without titles, without descriptions, without a keyword logic connecting them. A prospect Googling a specific compliance topic didn't land on UST — they landed somewhere else. The library was there. It just wasn't indexed.
Meanwhile the business had a second problem the SEO track couldn't touch: Payment Worksuite, the merchant-services offering, was launching into a market that didn't know it existed yet. That one needed paid search — fast, high-intent, keyword-first.
The original SOW was SEO. iExcel audited the WorkerBee-hosted setup, mapped the existing content taxonomy against the queries the transportation industry actually types, and started at the shelf: every webinar, every podcast, every resource page categorized by topic, audience, and search intent.
Then the rewrite. Page titles, meta descriptions, H1s, URLs — 184 pages edited across usteducation.org, cross-linked into the new taxonomy. Keyword research targeted the actual language a fleet manager or trucking-industry compliance lead uses. Internal links were rebuilt so the library pulled its own weight in the site's crawl budget. The UST team was trained alongside the work so the discipline outlives the engagement.
Full crawl audit against the platform's constraints — what was fixable, what was inherited.
164 webinars + 111 podcasts sorted by topic, audience, and search intent — the shelf, rebuilt.
Queries the transportation industry actually types — fleet, compliance, back-office, brokerage.
184 pages rewritten to match the keyword map — the on-page layer done at library scale.
Cross-links rebuilt so the library funnels crawl budget into the pages that earn the traffic.
Rank Math workflows, editorial checklists, and the vocabulary to keep it going after handoff.
Three parallel streams, one sprint. Webinars categorized and optimized. Podcasts indexed with real metadata. Resource pages rewritten against the keyword map. This is what the library looked like when we were done — the shelf a search engine could actually read.
The indexing barriers were the real blocker, not the content quality. Once the sitemap, indexing directives, and metadata layer were fixed, the search-indexed page footprint nearly quadrupled against the program's pre-launch baseline — the clearest proof the technical reset, not just the rewrite, is what unlocked the library.
Every recorded webinar sorted by topic, audience, and search intent. Titles + descriptions rewritten against the keyword map.
Episodes tagged, described, and cross-linked. The library that used to live inside an embed now has a search surface.
Titles, meta descriptions, H1s, and URLs edited across usteducation.org — the on-page layer done at library scale.
"The webinars, the podcasts, the resource pages — indexed, categorized, and rewritten against the queries the transportation industry actually types."
Payment Worksuite was the second workstream: the merchant-services product needed a demand engine for a category the market wasn't Googling by name yet. iExcel built the Google Ads program from the keyword sheet up — Payment Worksuite terms, merchant-services terms, 3Delta competitor queries, and the long-tail language a transportation back-office team uses when it's shopping for a processor.
Responsive search ads, tight ad-group structure, tracking templates, negative-keyword hygiene. Microsoft/Bing tested alongside Google in the same architecture. The campaign wasn't spun up as a spray — it was built as a system: high-intent queries into landing pages into a lead form iExcel would then rebuild in Chapter 06. Google's click-through rate landed at 4.47% — nearly 1.8× the published 2.41% WordStream B2B search average — on a keyword set built around a rebrand the market wasn't Googling by name yet.
Roughly 3× the published 3.04% WordStream B2B search conversion average — a strong paid-search conversion rate for a merchant-services product still building name recognition in the transportation vertical.
None of the paid-search numbers hold up without conversion tracking that works. iExcel rebuilt the measurement layer in parallel with the campaign: Google Ads conversion setup, GTM form triggers on Payment Worksuite lead forms, Bing conversion tracking wired through the same GTM container, and access coordination across GA, GTM, and HubSpot so every team was looking at the same funnel.
The HubSpot lead pipeline was audited against paid-search source data — where were the leads landing, which forms were converting, and which ones were leaking. Reporting was pulled together so a paid dollar could be traced from click to submit to CRM record without a spreadsheet stitching it manually.
Once traffic was landing, the Payment Worksuite page had to earn it. iExcel ran a CRO audit on the landing page and delivered a concrete rebuild list — not a design opinion, a conversion opinion. Above-the-fold headline reset, CTA contrast pushed up, the form moved higher on mobile, mobile responsiveness tightened, and the form itself simplified to the three fields a merchant-services lead actually has to give up.
The pattern was the same discipline as the paid campaign: strip friction, match the query, make the next step obvious. Small edits, compounding effect on the 9.29% conversion rate.
For a trade association or industry-education arm sitting on years of content that isn't earning its keep, US Trans Corp is the template. It's not a rebrand story. It's not a paid-media story. It's the story of two workstreams held together by the same discipline — a library rewritten to be findable, and a paid-search engine built on top of it.
The technical execution stayed inside the constraints of the platform. The paid-search launch stayed inside the CFO's tolerance. And the tracking rebuild made both workstreams defensible — not in a dashboard screenshot, but in a source-of-truth funnel a HubSpot admin can audit tomorrow.
For merchant services, education content, or any B2B category where the buyer is Googling a specific problem and reading before they book — this is what tactical looks like when it's done on the shelf and the shopfront at the same time.
iExcel runs SEO at library scale, launches paid-search engines under real platform constraints, and rebuilds the tracking underneath so every lead can be defended.
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