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, strategic content, and "air cover" across owned, earned, and paid channels. A five-year partnership that navigated acquisition, rebrand, and market expansion.
12K+
Organic Keywords (peak)
32K+
Monthly Traffic (peak)
$65K
Traffic Value (peak)
5+
Years Partnership
The Partnership
From Content Partner to Full Marketing Engine
TRA partnered with MercuryGate as their content team, working directly with Marketing Campaign Manager Michael Willard. The relationship centered on strategic blog content, eBook production, and SEO — managed through Asana with detailed keyword targeting, retired blog recycling, and enforced backlink quality standards. Michael drove content assignments with specific KW targets and CTAs, while TRA executed at scale — ramping to 2x weekly blog cadence at peak. The partnership navigated the August 2024 Körber acquisition announcement, managed the MercuryGate → Infios rebrand, and expanded content strategy from TMS alone into the full Körber Supply Chain portfolio.
But 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 "air cover" across every channel where transportation and logistics buyers search, learn, and decide—SEO, content, paid advertising, social, email, and AEO—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: Asana-managed pipeline
MW
Michael Willard
Marketing Campaign Manager
Primary content strategist who drove blog assignments through Asana 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 "air cover"—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.
"We don't just hit send on campaigns and hope they work. We build air cover—showing up everywhere the audience searches, reads, and learns—so that by the time your sales team reaches out, the prospect already knows your name, trusts your expertise, and is ready to talk. That's not luck. That's strategy."
— Adam Robinson, Founder
The Four Pillars
Audience-Centric Messaging
Transportation managers don't wake up thinking about SEO keywords. They think about compliance, cost control, visibility, and execution. Messaging starts there—speaking directly to real problems with genuine solutions. For TMS selection, that's about reducing exception volume, improving OTIF, cutting freight claims—the metrics that matter to their P&L.
Air Cover Strategy
One blog post doesn't move markets. One campaign doesn't build authority. Consistent, multi-channel presence does. At MercuryGate, TRA's air cover meant blogs, whitepapers, newsletters, social, email, and paid—all reinforcing the same core message. The audience encountered the brand repeatedly, building familiarity and trust across every touchpoint.
Messaging Informs All Channels
Content doesn't live in isolation. Great SEO blogs inform paid keywords. Newsletter insights feed social strategy. eBook CTAs drive traffic and leads. Everything connects through core messaging. When messaging is clear and consistent, every channel amplifies the others. That's multiplication, not addition.
Earning Trust Through Value
Marketing today is richer and more nuanced. Buyers do deep research before engaging. TRA's content strategy earned trust by delivering genuine value—insights on tariff management, data stewardship, carbon tracking, exception handling—positioning MercuryGate as the expert who understood the industry, not just the vendor chasing the sale.
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 — Strategic blog posts targeting TMS market trends, freight claims, carbon emissions, OTIF, control tower visibility, load boards, exception management, tariff management, transportation spend, and supply chain customer experience. Michael Willard provided detailed Asana briefs with KW targets, retired blog references to refresh, and specific CTAs linking to eBooks and product demos.
eBook & Long-Form Production
Deep-dive thought leadership assets — SME interview-driven eBooks including data stewardship with Kevin LoGuidice on operationalizing transportation data, and global trade eBook with product and pricing summaries. These assets served as CTA destinations for blog content and lead generation.
Newsjacking & Timely Content
Rapid-response industry coverage — Rapid-turnaround blog content capitalizing on industry events: Port of Baltimore/FSK bridge collapse newsjack, tariff management content during trade policy whiplash, Black Friday logistics content, and the Nightmare Before Christmas delivery blog featuring Synthesia AI video.
Rebrand Content Strategy
MercuryGate → Infios SEO continuity — Navigated the Körber acquisition (August 2024) through rebrand. Managed dual-site content strategy, produced "MercuryGate is now Infios" SEO transition blog for March 2025, and expanded content from TMS-only to the full Infios supply chain portfolio.
The Content Engine
2x Weekly Blog Cadence at Peak, Asana-Managed Pipeline
TRA didn't just write blog posts — the team built a systematic content operation with Asana-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 transportation management systems, TMS market trends, freight claims technology, smart transportation, multimodal logistics, and truck fleet management. Keyword-targeted with specific CTAs to MercuryGate eBooks and product pages.
TMS StrategyFreight ClaimsSmart Transport
Sustainability & Compliance Content
Carbon footprint and emissions tracking, supply chain sustainability, OTIF supply chain metrics, and regulatory compliance content. Positioned MercuryGate as a thought leader in supply chain responsibility.
Carbon TrackingOTIFSustainability
eBook Production with SME Interviews
Data stewardship eBook produced with SME Kevin LoGuidice on operationalizing transportation data. Global trade eBook with product/pricing summaries. eBooks served as CTA destinations across blog content.
eBooksSME InterviewsLead Gen
Newsjacking & Trend Content
Rapid-response content: Port of Baltimore/FSK bridge collapse, tariff management during trade policy cycles, Black Friday logistics, Nightmare Before Christmas blog with Synthesia AI Santa video.
NewsjackingTrendsAI Video
Logistics Landscape Newsletter
Supporting Michael Willard's Logistics Landscape newsletter with content coordination and thought leader insights from industry media publications.
NewsletterThought Leadership
Webinar & Event Content
2025 Forecast Analysis Solutions webinar planning documentation, event content support, and demand generation materials coordinating with MercuryGate's marketing team.
WebinarsEventsDemand Gen
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
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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
Four Years of Content Partnership
April 2021
TRA Day 1
The Robinson Agency begins content partnership with MercuryGate, establishing marketing foundation and content strategy from inception.
2021 – 2023
Building the TMS Content Engine
Systematic blog production through Asana-managed pipeline. Michael Willard drives assignments with keyword targeting, CTA strategy, and backlink quality standards. Content covers TMS market trends, freight claims, smart transportation.
February 2024
eBook Production with SME Interviews
Data stewardship eBook produced with SME Kevin LoGuidice on operationalizing transportation data. Deep-dive thought leadership assets serve as CTA destinations across blog content.
April 2024
Newsjacking: Port of Baltimore
Rapid-turnaround blog content capitalizing on the FSK bridge collapse and Port of Baltimore disruption — demonstrating TRA's ability to produce timely, SEO-optimized industry content.
July 2024
2x Weekly Blog Cadence
Michael Willard requests 2x weekly blog production for Q4 2024. Content pipeline expands to cover tariff management, exception management, load boards, and transportation spend management.
August 2024
Körber Acquires MercuryGate
Major acquisition announced. TRA navigates branding questions and content continuity while maintaining production cadence through the transition.
December 2024
Peak Performance: 12,048 Keywords, 32,314 Traffic
MercuryGate.com reaches peak SEO performance — 12,048 organic keywords (up from 1,522 at TRA start), 32,314 monthly visitors, $61,664 traffic value. Nightmare Before Christmas blog with Synthesia AI video. A 9x increase across every metric since April 2021.
February 2025
Massive Content Push
7+ blog assignments in a single day covering OTIF, supply chain customer experience, carbon emissions, freight claims technology, tariff management, exception management, load boards, and transportation spend. "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
The MercuryGate/Infios partnership demonstrates what messaging-first marketing actually delivers. When TRA started in April 2021, MercuryGate.com was invisible—1,522 organic keywords, 3,575 monthly visitors, minimal market presence. By December 2024, the brand was unavoidable: 12,048 keywords, 32,314 monthly visitors, $61,664 in monthly traffic value. A 9x increase across every metric. The 370 P1 keywords now ranking on Infios.com represent far more than SEO performance—they represent five years of trust earned, audience educated, and market perception transformed. This is what happens when messaging comes first and every channel reinforces it.
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?
Messaging-first marketing isn't just tactics. It's building category leadership through audience-centric strategy, consistent multi-channel presence, and content that earns trust. TRA has proven expertise transforming market perception for transportation management, supply chain execution, and logistics technology companies. Let's talk about moving from invisible to unavoidable.
