Case Study

Organic SEO delivers enterprise leads in a niche industry

TruckLabs is the leading provider of sustainability solutions for Class 8 trucks. Its flagship product, TruckWings™, is used by five of the 10 largest trucking fleets in North America. The company hired Virayo to build an SEO strategy that would attract enterprise leads researching technologies to improve fleet fuel efficiency and cut carbon emissions.


  • Rank #1 for product-related keywords.
  • Increase visibility for pain point topics related to fleet fuel efficiency, aerodynamics, and emissions reduction.
  • Generate high-ticket leads from fleet managers at enterprise companies.


We built an SEO strategy to quickly rank TruckLabs for its most valuable keywords and reach its enterprise-level buyer personas. We also created a content roadmap to earn visibility for pain point keywords, and built backlinks to assets that were targeting highly competitive keywords.


  1. Keyword research and mapping — We built a targeted keyword roadmap using customer insights from internal stakeholders and topical keyword research based on ICP pain points and “jobs-to-be-done.” We qualified keywords by rank potential and ICP-fit, and then mapped each one to a specific content type — product page, blog post, etc.
  2. Content development — We produced detailed outlines for the client’s internal writers. Each outline contained primary and secondary keyword targets, word counts, and reference links to help scale up content creation. Virayo also produced blog posts that quickly ranked for target keywords.
  3. Link building — Where larger brands were dominating the SERP for our client’s high-value keywords, we built backlinks to keyword-rich assets to make them more competitive in the SERP.


  • #1 rankings for valuable keywords, including:
    • semi trailer aerodynamic devices
    • tractor gap devices
    • improve semi truck aerodynamics
    • tractor trailer aerodynamics
    • semi trailer aerodynamics
    • improve semi truck fuel economy
      (And a number of other product and JTBD keywords).
  • 7x’d organic traffic to the website within 6 months.
  • Drove high-value enterprise leads from organic search.

We’re now ranking towards the top of page one for all our most important keywords. Organic search now drives thousands of qualified visitors to the website which are turning into valuable leads for our business. I’ve worked with Virayo at multiple companies now, and have always been impressed with the quality of work.

Bess Lauer

Head of Marketing, TruckLabs

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