CAI is a NYSE-traded company which was in the midst of assimilating three other companies. This audit and the accompanying proposal was based on sophisticated persona development and content mapping, so that each site could contribute prospects based on specific interests. In B2B SEO, the parts are frequently greater than the whole.

1. CAI International
capps.com
Competitive Audit
12/23/2016
Written by
Brian Prioleau and John Rasco

2. 2
Site Performance Audit Contents
 Executive Summary
 Overview
o About this Document
 Findings
o Capps.com Web Analytics
o RefreshWeb Site Optimization Scoring Worksheet
 Recommendations
o Keyword Research
 Choosing Keywords for Optimization
o Competitive Analysis
 General Competition Overview Table
 Analysis Results
 Qualitative Analysis
 Recommendations
 Appendices
o Site Ranking Reports & Competitor Rankings
o About Search Marketing
 Netting Market Share with Search Engine Marketing
 The Business Case for Search Marketing
 The SEO Process

3. 3
CAI Executive Summary
RefreshWeb was asked to analyze the website considering three of CAI’s core
businesses: containers, logistics and rail; and take a look at key competitors’
websites to see how they stack up on the web. CAI and RefreshWeb will work
together on three key elements of successful search marketing: SEO, pay-per-click
advertising (PPS) and content development (to find prospects and to increase brand
awareness). We can also assist with site maintenance, and training your people.
These are three very different business segments with very different challenges
from SEO and web marketing perspectives. The bread-and-butter segment is
Container, primarily global container sales and leasing/finance, which is highly
competitive and in which CAI is an established brand. It is also a fairly volatile
segment, affected as it is by oversupply in the container shipping market. One of
the largest shipping companies in the world, Hanjin Shipping of Korea, went into
receivership in August. It is possible that a company that builds a better mousetrap
in terms of using e-commerce to sell and finance containers could quickly undercut
costs and margins enough to capture market share and pricing power. We found
that westerncontainersales.com is apparently attempting to move as much of
container sales and leasing as they can to the web, and we highly recommend that
CAI keep a close eye on what westerncontainersales.com is doing and use it as a
guide to where this business is headed. This will be a difficult area for SEO.
Logistics is also an extremely competitive segment on the web, with many tough
competitors fighting for rankings and market share. CAI is fairly new to logistics,
but expanding aggressively, and we need to add relevant content for the company
to compete on organic search. We worked very hard to find keyword opportunities
with good search numbers but low competition so CAI could establish a position to
compete successfully for potential prospects. In the short term, we would
recommend investing in a pay-per-click program to establish visibility on highly
competitive terms in key markets, recognizing that it will take time and effort to
gain organic search position (top positions in Google search results).
Rail is a very different business because it is nowhere near as competitive search-
wise as the other two segments. CAI does have some position in this search
market, but we need to bring those numbers up with more and better content and
SEO. The toughest competitor by far in rail leasing is GATX and they used their rail
website as a portal to facilitate railcar spec, selection and financing for their
customers. While they don’t have the rankings to compete in SEO, it is worth taking
a very close look at what Wells Fargo/First Union Rail does to make the experience
easier for customers.
We came across this analysis of CAI’s business prospects. The analyst said CAI’s
stock price was undervalued because the market was looking at the company as a
container leasing play, but rail and logistics were increasingly important to CAI’s
bottom line. We want to partner with CAI to get the word out to the world, and the
universe of potential customers, that CAI is a diverse company with a definite
strategic plan for profitability, and a world-wide solution for customer service.

4. 4
Overview
About This Document
Thank you for engaging RefreshWeb to audit your website for search visibility
effectiveness and to prepare a detailed Site Optimization Plan (SOP). This report is
the first of the two documents delivered in this process.
In this report you will find data and observations about:
 Your Search Visibility market space overall
 Search volumes and competing website pages for relevant keyword terms
 Individual competitors
 Keyword targets — based on a RefreshWeb measure called Competitor
Tenacity™ — for the keyword terms presented in this document with the best
shot at getting top rankings.
At the end of the report, we ask you to work with us to choose 30-40 of the terms
studied in depth for the focus of your search marketing efforts. Once those terms
are selected, we will move forward with your Site Optimization Plan.
NOTE: We looked at the rankings for the companies you have acquired, and they
simply don’t exist. There would be no benefit to maintaining separate sites for
each company, but there could well be SEO advantages to structure subdomains
for each service offering: container, freight logistics and rail.

5. 5
Findings
CAI Web Analytics
Web analytics provide historical information about the site’s traffic. Knowing how
well the site performs from a marketing perspective helps us identify its strengths
and weaknesses. The following five-month snapshot is of new visitors from July
2016 through November 2016. Since CAI recently put up a new, redesigned
website, this is the right time to take a look at your analytics with an eye to
optimizing the new site for organic search. Note the significant falloff in traffic after
the new site was published.
Capps.com new visitors by traffic source
Capps.com lost over half its referrals when the new site up, along with a significant
amount of direct traffic. Organic search stayed even, though it appears that much
of the search traffic is from versions of your company name.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
July Aug Sept Oct Nov
New visitors by traffic source
Social
Referral
Organic Search
Direct

6. 6
The whole point of a new website is to increase engagement. While capps.com lost
some traffic in the transition to the new site, pageviews increased by 30 percent in
October and 40 percent in November, compared to the old site.
New visitor engagement
Google wants to see lots of traffic that engages with lots of pages, not jumping off
the site quickly. Engagement metrics are also a good way to see if new content is
meeting visitors’ informational needs. The news here is ambiguous:
 The bounce rate (single page visit) dropped a lot around the time you
published the new website, but….
 The average session duration dropped precipitously with the new site
It may be that visitors are going to the homepage and quickly navigating to your
resource information though the Unit Inquiry, Login and Depot Login buttons. This
way, they are not on the page long but it is not a single page visit. It’s also possible
that visitors are taken with the animated graphics, and look around, but are having
difficulty finding what they are looking for.
Before and after
The new version of capps.com was published October 1. If you’ll look at the charts
on the next page, the traffic picture before and after that transition was quite
different. Traffic metrics were significantly higher before the new site went up,
particularly referral traffic. There can be technical issues that create a traffic
discrepancy, such as not having an old-page-to-new-page redirect file in place.
However, engagement metrics are up significantly on the new site. Since improving
engagement is the reason CAI undertook a site relaunch, this is very good news.
0
5000
10000
15000
20000
July Aug Sept Oct Nov
New Visits and Pageviews by month
Monthly new visits Pageviews

7. 7
TRAFFIC
METRICS
NEW USERS
Sessions…
Suspect that
redirects were
not put in place;
traffic from other
sites is missing
New users by
channel…
Red and green
bars show the
performance
relative to the
site as a whole
ENGAGEMENT
METRICS
NEW USERS
Session
duration…
New visitors are
spending 40%
more time on the
new site
Pages/session…
New users are
looking at 117%
more pages, and
more pages
means more
engagement
Bounce rate…
[NOTE: A lower
bounce rate (1-
page visits) is
good news…it is
now 26% less]

8. 8
Top Landing Pages for New Visitors
The homepage gets the lion’s share of landings, but Get Unit Info is also important.
In terms of engagement, container-related pages get the best numbers.
Landing Page
Sessions
Bounce
Rate Pages Time
/ 21,783 70.39% 2.2 0:00:53
/cgi‐bin/getUnitInfo 3,454 64.88% 1.8 0:01:04
/about/ 587 63.71% 2.11 0:00:43
/services/container‐investment‐management/ 286 46.15% 2.92 0:02:07
/home/ 267 66.29% 1.74 0:00:49
/equipment/ 203 46.80% 2.52 0:00:48
/services/cai‐rail/ 172 62.21% 1.83 0:00:52
/services/leasing‐services/ 165 55.15% 2.39 0:01:32
/containers 132 0.76% 5.83 0:01:06
/container‐contact 108 0.00% 4.55 0:00:33
/services/ 100 49.00% 2.87 0:00:57
/equipment 70 0.00% 9.14 0:02:41
/sharebutton.to 51 1.96% 2.88 0:00:00
/services/sales/ 46 52.17% 2.5 0:02:11
/about‐us 33 75.76% 1.76 0:01:02
/services 31 0.00% 5.03 0:00:58
/services/cai‐logistics/ 28 71.43% 1.39 0:01:04
/rail 24 41.67% 3.96 0:04:01
/over‐road‐truckingfully‐featured‐truck‐brokerage 22 0.00% 5.05 0:00:57
/cgi‐bin/getUnitInfo?UNIT=CAXU936364 20 65.00% 1.35 0:01:32

9. 9
New Visitor Behavior Flow
With the previous site, 75% of all users bounced off the pages they started
on…these were one-page visits. That has been reduced 18% with the new site (all
users) and 26% for new users. Still, totaling up the starting pages (landing pages),
62 percent of visitors bounce off before the first interaction. From there, capps.com
loses about 50 percent per interaction. One of the iron-clad rules of web marketing
is to be sure the visitor knows what you want them to do on every page…adding a
phone number to the banner will help. More (and more engaging) content on every
page, along with better linking, might help retain visitors for more pages and time.
Since the new site IS new, some visitors may be bouncing because they don’t
recognize the site, or if they are getting a custom 404 error because there is not a
redirect in place. The best investment you can make in monetizing your website is
to work on lowering the bounce rate; this needs to be watched going forward.

10. 10
Referring domains
Shipping.org is big referral source, and traffic from there does not bounce out as
much as some other referrers. However, the new site is showing 63% fewer visits
from referrals, probably because old URLs are still in place, and there are no
redirects in place. There are some bogus referring domains, such as
“monetizationking.net,” and we can help you filter these out. The 1-page, zero time
visits hurt your rankings.
Referring domain Sessions Pages Average time Bounce
shippingline.org 2,499 (39.32%) 2.02 0:01:09 59.94%
site-auditor.online 548 (8.62%) 1.02 0:00:11 98.18%
shipping-container-info.com 480 (7.55%) 2.86 0:00:48 56.04%
track-trace.com 253 (3.98%) 2.96 0:00:59 54.55%
alltrack.org 241 (3.79%) 1.64 0:00:45 73.44%
wheremy.com 214 (3.37%) 2 0:00:29 62.15%
monetizationking.net 203 (3.19%) 1.01 0:00:04 99.01%
iicl.org 176 (2.77%) 3.01 0:01:42 52.84%
prefixlist.com 156 (2.45%) 2.63 0:01:34 56.41%
cai.container-tracking.org 147 (2.31%) 4.41 0:01:30 41.50%
searates.com 87 (1.37%) 3.06 0:01:47 52.87%
pier2pier.com 82 (1.29%) 2.65 0:01:22 57.32%
linkedin.com 77 (1.21%) 2.39 0:01:43 57.14%
neptunia.com.pe 64 (1.01%) 2.77 0:01:04 57.81%
track-shipments.com 63 (0.99%) 1.98 0:00:50 55.56%
npsa.org 50 (0.79%) 3.14 0:01:36 42.00%
free-share-
buttons.blogspot.com
49 (0.77%) 1 0:00:00 100.00%
breakbulk.com 47 (0.74%) 1.38 0:00:08 76.60%
m.facebook.com 47 (0.74%) 1.38 0:00:25 76.60%
shipping-data.com 35 (0.55%) 1.83 0:00:21 62.86%
hybridl.com 30 (0.47%) 2.93 0:00:24 26.67%
usaintercargo.com 29 (0.46%) 3.45 0:01:03 48.28%
intermodal16.mapyourshow.co
m
27 (0.42%) 1.7 0:01:21 70.37%
nasdaq.com 23 (0.36%) 2 0:02:23 65.22%
barbadosyp.com 19 (0.30%) 1.79 0:00:22 57.89%

11. 11
Findings: Technical SEO Scorecard
This site evaluation is based on how well each factor enhances or hinders visibility of the
site to the major search engines.
Optimization
Factor
Max Actual Reviewer comments
Title Tags 10 2 The title tag is the most important single datum for SEO. It
should contain critical keywords, which are also in the page
copy.
 Home: “CAI | “
 Containers: “CAI Containers. You may not know it,
but you saw us today.”
 Rail: “Transporting what America makes.”
 Logistics: “Around the corner and around to globe.
The Rail and Container title tags are the headline of their
respective pages, not useful as SEO title tags.
Description
Meta Tag
5 0 Most of the description tags in place are duplicates; they
should be unique. Most pages have no description tag, and
those that do exceed the acceptable length by over 100
characters. The description tags should use the same
keywords used in the title tag and the page content.
Keywords 15 5 Not integrated with copy well. The keywords meta tag is not
used in rankings by the search engines.
Home
 intermodal containers
 logistics solutions
 hybrid logistics
Rail
 Rail operations
 Rail leasing
 Railcar fleet
 Railcar operators
 Rail operating leases
Container
 Intermodal container leasing
 Specialized containers
 Standard containers
Logistics
 LCL
 FCL
 Perishable goods
 Oversized shipments
 Managing cargo transportation
Page content 15 5 Only Logistics has adequate copy on it. Home page is very
light on copy. You should shoot for 300-500 words of text, at
least on informative pages.
Back links 20 4 1592 links, mostly of poor quality — .org trade associations,
self-links, conferences

12. 12
Technical,
Navigation,
Internal
Linking
15 8 No obvious problems, but we saw little or no crosslinking
between business lines.
Design and
Sales flow
10 7 Nice design and good sales flow. Lessee login, depot login,
Contact Us with decent form to be routed to correct
department.
Site-Level
Issues
5 0 Yes – lack of an .xml site map. This is the universal data
source which search engines expect to see.
News/Social
Media
5 3 43 Facebook shares, 2 Google+
100 34
Technical Recommendations
 Copy, copy, copy. There need to be 300 to 500 words on all main pages,
with selected keywords integrated into the messaging of the page.
 Better use of keywords. We now have a good list of keywords for every
business line, which will allow us to spread a much wider net for prospects
looking for CAI’s solutions. Keyword phrases, or search terms, should also
be used in headlines, subheads, links to more content, captions, etc.
 Linking. The business lines are interrelated — moving stuff efficiently and
all, or selling/financing/leasing the relevant capital assets — so why not
link the content together? Vertical integration infers cross-selling, and
your website is the first place people see the complete range of your
solutions. This probably calls for more content, and then cross-linking.
 SEO blocking and tackling. Unique title tags and meta descriptions are
essential and our process will result in optimized tagging. And keywords
selected for each page should be integrated into the copy.

13. 13
Keyword Research
All SEO tactics serve the goal of your site showing up for your prospective
customers on their terms. Using Google’s keyword research tools, we researched
the most appropriate keywords using your feedback, content from your website,
and information from the sites of your competitors.
Choosing Keywords for Optimization
In order to find the best 30-40 keywords for optimization from this list, we
recommend looking at the following factors:
 Monthly search volume of keywords: There are an equal number of low-volume
search terms on these lists…more search terms would help you in content
development.
 Google pages: the number of other competing pages reported by Google which
have the same keyword phrase.
o Google KEI: The Keyword Effectiveness Index figure is an industry
standard for identifying possible keywords — we want higher-volume
keywords with fewer competing pages (the formula is daily search volume
squared divided by the number of competing pages). The KEI ratio is
weighted toward high search volume — so we use it primarily as one of
the axes in the Tenacity bubble charts.
 Appropriateness for content integration: We included keywords directly related
to your business and we tried to find as many terms showing purchase intent as
we could. Transactional terms are pure gold in SEO, and these are the terms
which justify the work and cost of optimization.
 Google rank: it is much easier to get keywords into Google’s top-3 than a term
with no current Google visibility because it already has some internet authority.
We have highlighted terms where CAI has existing traction in Google.
 Tenacity: We look at competition in two ways — the number of competing pages
(KEI) and the number of competing URLs with rankings in Google’s top-10. We
will discuss Tenacity more our keyword selection process, but it’s an important
metric: the lower numbers are generally better for optimization.
Tenacity is a metric we developed to look at how much competition there is in your
market segment for a given keyword. Competitor Tenacity™ is an indicator of how
hard it will be to overcome the specific top-performing competitors in the top ranks
for that term. The Tenacity number gives you the specific number of these URLs
which stand in your way.

14. 14
CAI Keyword Analysis
As you review this list to make your selection of the top 30-40 search terms for the
site optimization plan, our advice is to consider terms from this list with low
competing pages and those where CAI already has traction with Google: where
you’re already in the Top 20 or 30 search results. The Tenacity bubble chart is a
different analysis, so there may be additions from that chart which look to be too
difficult here.
Containers
1st tier tenacity 2nd tier tenacity
Low competing pages (fewer than
20,000)
Keyword Searches
Google
Rank Competition Tenacity
buy shipping container 2900 — 40,900 250
shipping container cost 1600 — 34,800 167
shipping container prices 1300 — 20,600 270
sea containers for sale 1300 82 32,300 269
conex box for sale 1000 — 1,830 215
conex for sale 880 — 1,580 148
conex container 880 — 37,800 132
cheap shipping containers 720 34,100 212
where to buy shipping containers 590 — 7,410 286
40 foot shipping container 590 — 65,100 196
shipping containers for sale prices 480 — 7,670 253
steel shipping containers for sale 480 — 45,700 191
container prices 480 — 59,000 13
container leasing 480 21 127,000 224
buy used shipping containers 390 — 6,890 287
purchase shipping container 390 — 10,100 287
20 foot container for sale 390 — 14,600 259
buy storage container 390 — 14,700 249
refrigerated shipping container 390 — 23,600 239
cargo shipping containers for sale 390 94 25,700 227
used storage containers for sale 390 — 33,500 186
metal shipping containers 390 — 48,200 114
freight containers for sale 327 — 16,800 263
metal shipping containers for sale 320 — 10,300 280
20ft container for sale 320 — 31,800 252
price of shipping container 320 — 35,500 199
new shipping containers for sale 320 104 36,200 184
used cargo containers 320 — 42,000 183
conex containers for sale 260 — 5,990 264

15. 15
shipping container companies 260 — 12,200 235
40 foot container for sale 260 — 13,100 209
old shipping containers for sale 260 — 20,300 137
large shipping containers 260 — 29,700 77
refrigerated containers for sale 260 — 31,400 13
container leasing companies 210 18 7,580 251
used cargo containers for sale 210 — 19,000 140
reefer container for sale 210 — 22,900 42
shipping container manufacturers 210 — 23,900 15
insulated shipping container for sale 170 — 4,780 280
shipping container buy 170 — 6,840 231
where to buy a shipping container 170 — 24,200 154
40ft container for sale 170 — 27,800 149
iso containers for sale 140 — 6,840 249
40 container for sale 140 — 12,000 211
shipping containers to buy 140 — 52,700 182
cost of used shipping containers 110 — 4,150 262
shipping container purchase 110 — 4,410 259
40 shipping container for sale 110 — 12,000 249
overseas shipping containers 110 — 15,800 236
purchase a shipping container 110 — 27,500 58
20 ft container price 90 — 4,100 207
cost shipping container 90 — 19,000 160

16. 16
Logistics
Keyword SEO Vol
Google
rank
Competing
pages Tenacity
3pl logistics 2400 — 130,000 80
cheap international shipping 1900 — 189,000 15
over the road trucking 1672 73,000 32
3pl companies 1600 — 33,600 90
international freight shipping 1054 173,000 14
top logistics companies 1000 — 10,900 77
third party logistics companies 590 — 76,700 88
transportation distribution and
logistics
480 — 70,500
10
3pl logistics companies 390 — 6,150 84
3pl services 390 — 65,900 78
global logistics solutions 390 — 136,000 30
american logistic company 320 — 615 15
top 10 logistics companies 320 — 2,070 71
top logistics companies in the world 320 — 8,570 9
best logistics companies 320 — 13,600 12
overseas shipping companies 320 29,300 80
global logistics network 320 — 97,500 61
transport intermodal 320 — 122,000 35
OTR companies 287 3420 21
3 pl logistics 260 — 4,750 70
global logistics tracking 260 — 5,170 11
intermodal trucking companies 260 — 6,010 34
top freight forwarders 260 — 8,240 32
intermodal terminal 260 259 138,000 55
trucking logistics 260 — 172,000 27
biggest logistics companies 210 — 6,630 56
freight management system 210 — 62,800 41
worldwide freight 210 335 89,100 20
international logistics solutions 210 232 92,900 26
business logistics management 210 — 135,000 12
top 3pl companies 170 — 1,990 36
transportation system management 170 — 110,000 84
intermodal services 170 126 146,000 30
best freight forwarders 140 — 12,400 40
global logistics company 140 — 198,000 21
intermodal freight transport 110 247 78,300 29
logistics and transport management 110 — 85,600 17
1st tier tenacity 2nd tier tenacity
Low competing pages
(fewer than 20,000)

17. 17
logistics transportation services 110 — 89,600 36
international logistics services 110 — 199,000 28
OTR transport 90 2590 29
largest logistics companies in the
world
70 — 18,300
72
transportation logistics company 70 — 74,800 46
OTR logistics 50 5070 30
logistics transportation companies 50 — 11,000 35
freight forwarding business 50 — 111,000 42
over the road logistics 10 276 2,930 39

18. 18
1st tier tenacity 2nd tier tenacity
Low competing pages
(fewer than 20,000)
Keyword Searches
Google
Rank Competition Tenacity
freight car 5400 594000 47
tank car 2400 ‐ 514,000 36
rail cars for sale 1900 ‐ 27,300 49
railcar repair 445 37,500 66
railcar leasing 428 52 40,100 81
railcar lease 393 3,610 83
used rail cars for sale 390 1,280 54
railcar services 174 45,800 35
train tank car 170 17,100 53
rail tanker 170 38,000 69
rail equipment finance 149 2,410 18
railcar for sale 144 1,580 43
flat rail cars for sale 140 4220 39
railcar repair companies 129 ‐ 447 72
railcar industry 99 8,030 42
railroad car repair 92 13,200 63
railcar leasing companies 90 52 7,450 86
tank car train 90 45,800 69
railcar lease rates 70 ‐ 1,110 26
gondola rail car 70 2,300 72
tank railcar 70 2,680 73
railroad tank cars for sale 70 ‐ 5,520 44
chicago freight car leasing 70 8,620 77
railcars for sale 50 ‐ 5,340 48
tanker rail cars 40 3,070 47
oil rail car 40 4,710 91
tank cars for sale 40 15,000 65
rail car repair 40 42 37500 52
rail car leasing 40 209 40100 77
used railroad tank cars for
sale 30
427
39
railcar companies 30 2,800 47
gondola car for sale 30 7930 44
railcar maintenance 30 41 15,600 44
railroad car repair shops 28 6,760 70
railcar leases 20 6,920 83
rail car leasing companies 12 53 7450 79
railcar refurbishment 10 958 83
rail car lease 10 3610 67
Rail

19. 19
About our Bubble Charts:
Keywords by Volume and Competitor Tenacity™
The following charts display the search terms resulting from the keyword research.
The terms are placed according to a RefreshWeb index of competitiveness and
desirability that takes into account search volume, competing pages, and
competitor tenacity.
Competitor Tenacity™ is an indicator of how hard it will be to overcome the specific
top-performing competitors in the top ranks for that term. The Tenacity number
gives you the specific number of these URLs which stand in your way.
The size of the circle for each term is its search volume. The X axis shows the
relative keyword effectiveness, and the Y axis shows the number of sites competing
on the topic as a whole; that is, of the sites that have any Top 10 presence on
terms in your keyword list, how many URLs are competing for a given search term.
Generally, the further toward the top and right a term is, the easier it will be to
compete, and thus, from a search marketing standpoint, the more desirable it is.
Because each business line has its own search terms and competitive
environments, there are separate bubble charts for each.

20. Green circles represent search terms where CAI
already is in the Google Top 30 search results.
buy shipping container
shipping container cost
sea containers for sale
shipping container prices
conex box for sale
conex for sale
conex container
cheap shipping containers
where to buy shipping containers
40 foot shipping container
shipping containers for sale prices
container prices
steel shipping containers for sale
container leasing
buy storage container
buy used shipping containers
metal shipping containers
purchase shipping container
cargo shipping containers for sale
used storage containers for sale
20 foot container for sale
refrigerated shipping container
freight containers for sale
metal shipping containers for sale
new shipping containers for sale
price of shipping container
20ft container for sale
used cargo containers
old shipping containers for sale
large shipping containers
40 foot container for sale
conex containers for sale
refrigerated containers for sale
shipping container companies
used cargo containers for sale
reefer container for sale
shipping container manufacturers
container leasing companies
where to buy a shipping container
shipping container buy
40ft container for sale
insulated shipping container for sale
shipping containers to buy
40 container for sale
iso containers for sale
shipping container purchase
cost of used shipping containers
purchase a shipping container
40 shipping container for sale
overseas shipping containers
20 ft container price
cost shipping container
0
20
40
60
80
100
120
140
160
180
200
220
240
260
280
300
0.00001 0.00010 0.00100 0.01000 0.10000 1.00000
KPTenacity:ofthewebsitesthatshowupinthetop10forthisterm,howmanytimesthey
showupinthetop10acrossallKPsinthelist
Google KEI
Google KEI vs Tenacity (circle size shows number of predicted daily searches)
Containers

21. 21
3pl logistics
cheap international shipping
over the road trucking
3pl companies
international freight shipping
top logistics companies
third party logistics companies
transportation distribution and logistics
3pl logistics companies
3pl services
global logistics solutions
american logistic company
best logistics companies
global logistics network
overseas shipping companies
top 10 logistics companies
top logistics companies in the world
transport intermodal
OTR companies
3 pl logistics
global logistics tracking
intermodal terminal
intermodal trucking companies
top freight forwarders
trucking logistics
biggest logistics companies
business logistics management
freight management system
international logistics solutions
worldwide freight
intermodal services
top 3pl companies
transportation system management
best freight forwarders
global logistics company
intermodal freight transport
international logistics services
logistics and transport management
logistics transportation services
OTR transport
largest logistics companies in the world
transportation logistics company
freight forwarding business
logistics transportation companies
OTR logistics
over the road logistics
0
20
40
60
80
100
0.00000 0.00001 0.00010 0.00100 0.01000 0.10000 1.00000 10.00000
KPTenacity:ofthewebsitesthatshowupinthetop10forthisterm,
howmanytimestheyshowupacrossallKPsinthelist
Google KEI
Google KEI vs Tenacity (circle size shows number of predicted daily searches)
These circles are on top of
each other….
Logistics

22. 22
Freight car
tank car
rail cars for sale
railcar repair
railcar leasing
railcar lease
used rail cars for sale
railcar services
rail tanker
train tank car
rail equipment finance
railcar for sale
flat rail cars for sale
railcar repair companies
railcar industry
railroad car repair
railcar leasing companies
tank car train
chicago freight car leasing
gondola rail car
railcar lease rates
railroad tank cars for sale
tank railcar
railcars for sale
oil rail car
rail car leasing
rail car repair
tank cars for sale
tanker rail cars
gondola car for sale
railcar companies
railcar maintenance used railroad tank cars for sale
railroad car repair shops
railcar leases
rail car leasing companies
rail car lease
railcar refurbishment
0
20
40
60
80
100
0.00000 0.00001 0.00010 0.00100 0.01000 0.10000 1.00000 10.00000
KPTenacity:ofthewebsitesthatshowupinthetop10forthisterm,
howmanytimestheyshowupacrossallKPsinthelist
Google KEI
Google KEI vs Tenacity (circle size shows number of predicted daily searches)
Rail

23. Competitive Analysis
The following table is a snapshot showing how the search engines currently
evaluate and rank your competition.
Back Links
Back links reflect the number of web pages indexed by each search engine that
point to pages on the selected site. Quality is more important than quantity — 100
back links from authoritative sites are better than 1000 links from sites with no
authority. We use www.opensiteexplorer.org to determine the number of links,
looking only at external links, those on other sites that point to a site.
SEO and Site Content
It is important to have unique title tags, description metatags, headline tags and alt
image tags with keywords on all of the top-level pages. Search engines prefer sites
with more pages of original content that are updated frequently, so our analysis
looks at website pages for the quantity and quality of content.
This analysis is a snapshot of how the search engines currently evaluate and rank
your competition. Since the internet is so dynamic, it is good to monitor this
information on a regular basis. Changes in a competitor’s position may indicate new
content, or a new SEO marketing initiative. It’s essential to monitor rankings and
respond, not simply wait and hope that your rankings improve.
Competitor Analyses
Overview
Website
Site
Pages Back Links
Technical
SEO Social Shares
capps.com 1660 1592 Fair 45
Logistics
Coyote.com 966 763 Good 147
jbhunt.com 20,900 2294 Poor 753
hubgroup.com 2960 75,006 Fair 315
Container
Textainer.com 4380 400 Poor 16
Triton/TAL 84 189 Poor 18
westerncontainersales.com 107 3 Good 69
Rail
GATX.com 10,800 2157 Fair 56
MRC-Rail.com 28 73 Poor 0
rail.wellsfargo.com Irrelevant comparison: data is for entire Wells Fargo site.

24. 24
Qualitative Competitor Analyses
Competitors web rank:
 Logistics: Coyote, Hub Group, JB Hunt
 Container: Western Container Sales, Textainer, Triton/TAL
 Rail: Wells Fargo (they are optimized), GATX, MRC Rail
CONTAINERS
textainer.com
The numbers
Textainer.com is a very large website with many good links to it. Their links
included lots of industry press, some investor related links and .org association
links. The site has no real optimization (no descriptions and poor title tags) and is
not responsive.
The approach
It seems like Textainer does not use this website as a marketing channel so much
as to provide customers and other stakeholders access to information about
shipments and other utilitarian purposes. For example, the customer page is a login
page that leads to a database directory that provides the following information
about shipments….
 Availability Summary
 Depreciated Value Calculation

25. 25
 Booking Status
 Depot Estimates
…. but links nowhere else. They also have such a login page for vendors. There is
very little copy on the website but lots of contact information on many pages. The
site is more successful as a phone book than a website.
Triton/TAL trtn.com
The numbers
A small website with very few words and a focus on investors. The links were .orgs
and directories, generally very weak.
The approach
It would appear that Triton/TAL took a bath when Hanjin Shipping went under. This
site is apparently focused on liquidating container assets and attracting investment
capital. The “Container Leasing” button doesn’t even work. The Investor silo has the
most information on it, but there is little optimization. The most eye catching thing
on the website is a bright red “Hanjin Recovery” button that leads to legal
documents. It is too bad, because it is a well-designed website.

26. 26
westerncontainersales.com
The numbers
This is a small website with few links that is focused on a single task: sell
containers online. It is responsive.
The approach
They do many things right: lots of content, lots of internal linking that pulls you
towards the ordering mechanism at every turn. Sometimes important content is in
unexpected places: one of the most important pages, with good content about the
buying process, was buried in the “Container Dimensions” page, listed under the
nondescript “More Info” button on the main nav. That said, they provide tons of
information, including several competently done videos. The website gets the visitor
directly to the right place to buy containers in their area. The copy is well written
with and some optimization, but with a limited number of keywords used
(variations on “storage containers”). The design is very busy — more logos than a
NASCAR Chevy — but easy to navigate.

27. 27
LOGISTICS
coyote.com
The numbers
Coyote has 966 pages, and 763 links with quite a few quality links, and decent
SEO. Short copy on their homepage leaves little opportunity to integrate critical
keywords on this all-important page. The site is mobile-friendly and has a good
design approach. Their links were fair-to-middling, with some press links, PR-
related links, .org trade association links, et cetera.
The approach
In general, there are simply not enough words on many pages, and they clearly
haven’t done enough keyword research, because they were all over the map. On
the web, the logistics space is very competitive and many of the keywords we
found in our research are not on coyote.com. That said, they are very consistent in
their messaging, going all-in with “technological leaders” positioning and
messaging. “Shipping” was by far the best and most developed silo, with good,
factual information and intuitive linking that helps visitors find what they need
quickly. The response mechanism was an 800 number and a button available on all
pages to request a quote, with a simple web form. All-in-all, a very good website.

28. 28
jbhunt.com
The numbers
JBHunt.com is a huge site, with over 20,000 pages, 2200 links, some quite strong
— financial press, industry press, listings and “Rip-off Reports” (not a link you want,
actually, and they had quite a few) — and a bunch of social shares. The site did not
have a responsive design (changing layout based on the user’s device of choice).
The approach
Just an ocean of missed opportunity here. About 60 words on the homepage, and
logistics or freight or transportation were not even mentioned, though the “Get a
Quote” page has short but persuasive information about their experience in the
business. You could only navigate back to the homepage from several pages — the
rest of the main nav was not available. A minimalist main nav buried the two best
customer pages (“Freight Shipping Solutions” and “JB Hunt 360 Shipper”). The
“Carriers” silo is pretty cool, allowing carriers to find loads to transport. They have a
tagline “The Transportation Logistics Company,” but no copy to support it. They use
a very short title tag on most pages, including keeping it the same on many pages
(“Freight Shipping” with a single modifier like “intermodal” or “trucking”) The
response mechanism is really weak — you have to go hunting for it, even on the
homepage. We assume they have a strong brand and don’t need a smart web
presence.

29. 29
hubgroup.com
The numbers
Hubgroup.com has almost 3000 pages, over 75,000 links and 315 social shares.
Quite a few of the inbound links were strong: financial press links, PR newswire,
and some .org links.
The approach
Hubgroup.com is a tale of two templates: it works much better on mobile than it
does on desktop. The mobile site is streamlined, easy to navigate, the response is
prominent on most pages. But once again, the copy is often painfully short — the
“Our Solutions and Services” page is embarrassing — and poorly organized, with
superficial messaging and poor use of keywords. The title tag is frequently the
same and keyword-free. The response on the desktop versions is almost non-
existent — you have to find the “Intermodal,” “Highway,” “Logistics,” or “Drayage”
pages to find the “Request a Quote” and/or “Contact Us” button.

30. 30
RAIL
gatx.com
The numbers
GATX is a huge, well-established company founded in 1898. Their website is over
10,000 pages. The site is responsive, though the homepage has some issues. Links
are extensive, including press links, directories and DMOZ, financial and investor
links and PR links.
The approach
As befits a 117-year-old company that has been profitable in an old-line business
for a long time, technology is not GATX’s strong suit. The site is mostly an online
brochure with fairly shallow navigation, very little cross linking and short copy on
most pages. The most interesting page is the Chairman’s Message (under About),
which should have been the homepage (the actual homepage has almost no copy at
all). There is a modest utility to the site, with some ability to spec and shop for a
railcar to lease, but the sales mechanism is almost nonexistent (an 800 number on
some pages and a “Request a Quote” button on the header of the site that goes to
a standard web form.) There is a standard corporate video that looks good and says
nothing (“We work tirelessly to make safety a priority.” Someone got paid for
writing that?)

31. 31
mrc-rail.com
The numbers
MRC-Rail.com was obviously published just a short while ago (the copyright says
2015-2016) and is at best a work in progress, and at worse an afterthought. There
are 28 pages, a few low-quality links and no optimization. It is responsive,
however. Very little cross linking.
The approach
There is actually a good deal of copy on the pages, including types of railcars and
what cars are best to carry what commodities, which is interesting (steal that
idea!). They don’t seem to have a marketing framework for their website, however,
and the sales mechanism consists of a contact page that shows their fancy address
on South Wacker Drive across from the Civic Opera House, a phone number, a fax
number and a response web form that asks for Name, Email, and Message(?!). It is
well designed, however, and easy to navigate. Hopefully they will find a way to use
it to the benefit of prospects.

32. 32
rail.wellsfargo.com
The numbers
This is not a website, but rather a portal for Wells Fargo Rail customers to access
services in the wake of Wells Fargo’s acquisition of GE Rail late in 2015. The site is
responsive and somewhat optimized. Title tag — “Wells Fargo Rail | First Union
Rail: Autoracks Rail Car Equipment Information.” Meta description — “Wells Fargo
Rail formerly First Union Rail offers railcar leasing of autoracks. Autoracks are fully
enclosed units that attach to flat cars.” There are no links, but the domain authority
is 90, so they probably do well in search.
The approach
This portal is intelligently designed, has little “sell” in it but lots of sales mechanism,
like the ability to enquire about financing, to spec different types of cars for
different commodities, to read about the transition to Wells Fargo — the FAQs are
terrific and available in Spanish — and to request a quote. An important purpose is
to get GE Rail customers to sign up for and begin using the Wells Fargo iRAILS
system. The portal has little design but it facilitates a lot of stuff a customer might
want to do online.

33. 33
Recommendations
Overview
Content Development: The capps.com homepage really needs more copy on it,
as do several main nav pages. It is a rule of thumb that main nav pages should
have 300-700 words to be considered deep content by Google, which is a plus in
rankings. You should consider using subdomains for each major business unit,
because Google treats these as separate websites…and you can optimize on three
times as many search terms.
Optimization: Constant review of keywords that are working for you and adjusting
optimization, in terms of tags and copy, for the more productive keywords is a good
idea. The on-going work of SEO is working with the web marketing team to move
rankings up…a couple of places higher can easily double the number of people who
will see CAI in their search results.
Internal linking: Review how you can cross-link pages intelligently so prospects
can quickly go to key pages with product and service information, so you can sell
deeper.
Link Development: Since you have a new site, placing keyword-rich stories in
industry publications could greatly improve your archiving and positioning with
Google search Some PR-based links are possible and advantageous.
Sales Flow: Actually pretty good (once you get a phone number in the top
banner), but it’s always worth reviewing competitor sites for their techniques…they
may have a good idea. Westerncontainersales.com is all over this, so use them as a
benchmark.
Translate the site into multiple languages. The limited pay-per-click
information show us that Hispanic customers are seeking your solution, so make it
easy for them. Note that Wells Fargo translates key information into Spanish and
French; at least have a landing page with local office contact information where you
have significant offices, using the language of that culture.
Next Steps
The next step is for CAI International and RefreshWeb to work in partnership to
select and prioritize keyword phrases we researched for the site. After we’ve
distilled this further, and discussed the site’s architecture, we’ll produce the Site
Optimization Plan (SOP) and design a comprehensive search visibility plan.
We are looking forward to partnering with you to write page content and then
optimize your site for search engine visibility. This is a dynamic and collaborative
process, and we anticipate an excellent working relationship as we make changes to
the site and improve its rankings.

34. Search Engine Ranking Report for CAI Containers
By RefreshWeb (www.refreshweb.com)
Using a variety of terms relevant to capps.com, the following report contains a small
sampling of popular Google search terms used by those looking for your products.
Note that there are over 6300 Google searches per day using these terms related to
your products, and your website is mostly invisible on these terms (no terms in
Google’s Top-10). The ranking number shows how high your site ranks for each
search engine, so a ‘1’ rank is the most visible at the top of organic rankings on the
first page, and a ‘19’ rank is mostly invisible at the bottom of the second page.
Positions 1-3 are visible to 100% of searchers, positions 11-20 may reach 10%.
Taking into account these readership characteristics, we’ve calculated your reach
percentage for each keyword phrase on each search engine, to determine your total
audience reach for these keywords, which represent the Total Available Search
Market™ for your site. We understand that the site is new, so we are including a
competitive ranking report for comparison. This list is preliminary; let’s talk about
your site and your marketing objectives…there is a lot of opportunity here!
Approx. Total Searches/Month 189797
Approx. Total Searches/Day 6327 Google 0.64
Total Reached/Month 88 Yahoo 0.122
Total Available Search Market™ (TASM) Reach 0.0% Bing 0.214
Total Google Searches/Month 121470
Total
Reached:
Keyword
Global
Google
Searches/
Month
Google
rank
Yahoo
rank
Bing
rank
shipping containers for sale 27100 — — —
containers for sale 9900 — — —
storage containers for sale 6600 — — —
reefer container 5400 — — —
iso container 4400 — — —
used shipping containers for sale 4400 — — —
buy shipping container 2900 — — —
cargo containers for sale 2900 81 — —
cargo container 2400 — — —
portable storage containers 2400 — — —
used shipping containers 1900 — — —
20 feet container 1600 — — —
metal storage containers 1600 — — —
shipping container cost 1600 — — —
steel containers 1600 — — —
used containers for sale 1600 — — —
40 foot container 1300 — — —
container rental 1300 — — —

35. mobile storage containers 1300 — — —
sea containers for sale 1300 82 — —
shipping container prices 1300 — — —
storage container rental 1300 — — —
storage containers for rent 1300 — — —
buy a shipping container 1000 — — —
conex box for sale 1000 — — —
container sales 1000 92 12 34
cost of shipping container 1000 — — —
steel storage containers 1000 — — —
conex container 880 — — —
conex for sale 880 — — —
20 shipping container 720 — — —
20ft shipping container 720 — — —
40ft shipping container 720 — — —
freight container 720 — — —
shipping container sales 720 — — —
steel containers for sale 720 — — —
used storage containers 720 — — —
20 foot shipping container 590 — — —
40 foot shipping container 590 — — —
shipping container storage 590 — — —
where to buy shipping containers 590 — — —
40 shipping container 480 — — —
container leasing 480 21 27 27
container prices 480 — — —
metal containers for sale 480 — — —
shipping container rental 480 — — —
shipping containers for sale prices 480 — — —
steel shipping containers for sale 480 — — —
20 foot container for sale 390 — — —
buy storage container 390 — — —
buy used shipping containers 390 — — —
cargo shipping containers for sale 390 94 — —
metal shipping containers 390 — — —
purchase shipping container 390 — — —
refrigerated shipping container 390 — — —
rent a container 390 — — —
rent storage container 390 204 — —
steel shipping containers 390 — — —
used storage containers for sale 390 — — —

36. 20ft container for sale 320 — — —
buy container 320 — — —
container rentals 320 — — —
insulated shipping container 320 — — —
international container shipping 320 — — —
metal shipping containers for sale 320 — — —
metal storage containers for sale 320 — — —
new shipping containers for sale 320 104 — —
price of shipping container 320 — — —
used cargo containers 320 — — —
used containers 320 — — —
40 foot container for sale 260 — — —
cargo shipping containers 260 — — —
conex containers for sale 260 — — —
containers for rent 260 108 — —
freight containers for sale 260 — — —
iso shipping container 260 — — —
large shipping containers 260 — — —
ocean container 260 — — —
old shipping containers for sale 260 — — —
refrigerated containers for sale 260 — — —
shipping container companies 260 — — —
steel storage containers for sale 260 — — —
container leasing companies 210 18 — 30
reefer container for sale 210 — — —
rent container 210 — — —
shipping container manufacturers 210 — — —
shipping container rentals 210 — — —
shipping containers for rent 210 99 — —
shipping storage containers 210 211 — —
storage shipping containers 210 — — —
used cargo containers for sale 210 — — —
40ft container for sale 170 — — —
container storage rental 170 — — —
insulated shipping container for sale 170 — — —
international shipping container 170 — — —
large metal storage containers 170 — — —
rent a shipping container 170 — — —
rent a storage container 170 — — —
rent shipping container 170 — — —
shipping container buy 170 — — —

37. storage container rentals 170 — — —
storage trailers for rent 170 — — —
where to buy a shipping container 170 — — —
40 container for sale 140 — — —
iso containers for sale 140 — — —
shipping containers to buy 140 — — —
40 shipping container for sale 110 — — —
conex rentals 110 — — —
cost of used shipping containers 110 — — —
new shipping containers 110 — — —
overseas shipping containers 110 — — —
purchase a shipping container 110 — — —
shipping container purchase 110 — — —
20 ft container price 90 — — —
cost shipping container 90 — — —
portable storage rental 90 — — —
shipping container leasing 90 84 — —
leasing shipping containers 70 104 41 —
container rental company 50 — — —
shipping containers for lease 20 — — —

38. Keyword
Global Google
Searches/Month capps.com trtn.com textainer seacoglobal.com CAContainer
shipping containers for sale 27100 181 — — — —
containers for sale 9900 — — — — —
storage containers for sale 6600 — — — — —
reefer container 5400 — — — — —
iso container 4400 — — — — —
used shipping containers for sale 4400 — — — — —
buy shipping container 2900 — — — — —
cargo containers for sale 2900 81 — — — —
cargo container 2400 — — — — —
portable storage containers 2400 — — — — —
used shipping containers 1900 — — — — —
20 feet container 1600 — — — — —
metal storage containers 1600 — — — — —
shipping container cost 1600 — — — — —
steel containers 1600 — — — — —
used containers for sale 1600 — — — — —
40 foot container 1300 — — — — —
container rental 1300 — — — — —
mobile storage containers 1300 — — — — —
sea containers for sale 1300 82 — — — —
shipping container prices 1300 — — — — —
storage container rental 1300 237 — — — —
storage containers for rent 1300 — — — — —
buy a shipping container 1000 — — — — —
conex box for sale 1000 — — — — —
container sales 1000 92 — — — —
cost of shipping container 1000 — — — — —
steel storage containers 1000 — — — — —
conex container 880 — — — — —
conex for sale 880 — — — — —

39. Keyword
Global Google
Searches/Month capps.com trtn.com textainer seacoglobal.com CAContainer
20ft shipping container 720 — — — — —
40ft shipping container 720 — — — — —
freight container 720 — — — 15 —
shipping container sales 720 — — — — —
steel containers for sale 720 — — — — —
used storage containers 720 — — — — —
20 foot shipping container 590 — — — — —
40 foot shipping container 590 — — — — —
shipping container storage 590 236 — — — —
where to buy shipping containers 590 — — — — —
40 shipping container 480 — — — — —
container leasing 480 21 5 58 20 —
container prices 480 — — — — —
metal containers for sale 480 — — — — —
shipping container rental 480 — — — — —
shipping containers for sale prices 480 — — — — —
steel shipping containers for sale 480 — — — — —
20 foot container for sale 390 — — — — —
buy storage container 390 — — — — —
buy used shipping containers 390 — — — — —
cargo shipping containers for sale 390 94 — — — —
metal shipping containers 390 — — — — —
purchase shipping container 390 — — — — —
refrigerated shipping container 390 — — — — —
rent a container 390 — — — — —
rent storage container 390 204 — — — —
steel shipping containers 390 — — — — —
used storage containers for sale 390 — — — — —
20ft container for sale 320 — — — — —
buy container 320 — — — — —

40. Keyword
Global Google
Searches/Month capps.com trtn.com textainer seacoglobal.com CAContainer
container rentals 320 — — — — —
insulated shipping container 320 — — — — —
international container shipping 320 — 32 — — —
metal shipping containers for sale 320 — — — — —
metal storage containers for sale 320 — — — — —
new shipping containers for sale 320 104 — — — —
price of shipping container 320 — — — — —
used cargo containers 320 — — — — —
used containers 320 — — — — —
40 foot container for sale 260 — — — — —
cargo shipping containers 260 — — — — —
conex containers for sale 260 — — — — —
containers for rent 260 108 — — — —
freight containers for sale 260 — — — — —
iso shipping container 260 — — — — —
large shipping containers 260 — — — — —
ocean container 260 — — — — —
old shipping containers for sale 260 — — — — —
refrigerated containers for sale 260 — — — — —
shipping container companies 260 — 37 — — —
steel storage containers for sale 260 — — — — —
container leasing companies 210 18 2 42 17 —
reefer container for sale 210 — — — — —
rent container 210 — — — — —
shipping container manufacturers 210 — — — — —
shipping container rentals 210 — — — — —
shipping containers for rent 210 99 — — — —
shipping storage containers 210 211 — — — —
storage shipping containers 210 — — — — —
used cargo containers for sale 210 — — — — —

41. Keyword
Global Google
Searches/Month capps.com trtn.com textainer seacoglobal.com CAContainer
40ft container for sale 170 — — — — —
container storage rental 170 — — — — —
insulated shipping container for sale 170 — — — — —
international shipping container 170 — 28 — — —
large metal storage containers 170 — — — — —
rent a shipping container 170 — — — — —
rent a storage container 170 — — — — —
rent shipping container 170 — — — — —
shipping container buy 170 — — — — —
storage container rentals 170 — — — — —
storage trailers for rent 170 — — — — —
where to buy a shipping container 170 — — — — —
40 container for sale 140 — — — — —
iso containers for sale 140 — — — — —
shipping containers to buy 140 — — — — —
40 shipping container for sale 110 — — — — —
conex rentals 110 — — — — —
cost of used shipping containers 110 — — — — —
new shipping containers 110 — — — — —
overseas shipping containers 110 — — — — —
purchase a shipping container 110 — — — — —
shipping container purchase 110 — 79 — — —
20 ft container price 90 — — — — —
cost shipping container 90 — — — — —
portable storage rental 90 — — — — —
shipping container leasing 90 84 29 21 99 —
leasing shipping containers 70 104 22 30 — —
container rental company 50 — — — — —
shipping containers for lease 20 — 60 40 — —

42. Search Engine Ranking Report for CAI Logistics
By RefreshWeb (www.refreshweb.com)
Using a variety of terms relevant to capps.com, the following report contains a small
sampling of popular Google search terms used by those looking for your services.
Note that there are over 17,000 Google searches per day using these terms related
to your services, and your website is invisible on these terms (no terms in Google’s
Top-10). The ranking number shows how high your site ranks for each search
engine, so a ‘1’ rank is the most visible at the top of organic rankings on the first
page, and a ‘19’ rank is mostly invisible at the bottom of the second page. Positions
1-3 are visible to 100% of searchers, positions 11-20 may reach 10%.
Taking into account these readership characteristics, we’ve calculated your reach
percentage for each keyword phrase on each search engine, to determine your total
audience reach for these keywords, which represent the Total Available Search
Market™ for your site. We understand that the site is new, so we are including a
competitive ranking report for comparison. This list is preliminary; let’s talk about
your site and your marketing objectives…most of your competitors are vulnerable.
Approx. Total Searches/Month 516297
Approx. Total Searches/Day 17210 Google 0.64
Total Reached/Month 2 Yahoo 0.122
Total Available Search Market™ (TASM) Reach 0.0% Bing 0.214
Total Google Searches/Month 330430
Total
Reached:
Keyword
Google
Searches/Mo.
Google
rank
Yahoo
rank
Bing
rank
supply chain management 135000 — — —
3pl 27100 — — —
freight forwarder 22200 — — —
international shipping 14800 — — —
logistics management 14800 — — —
freight broker 8100 — — —
logistics companies 8100 279 — —
transportation services 8100 — — —
global logistics 6600 — — —
logistics and supply chain management 5400 — — —
logistics manager 5400 — — —
international shipping companies 3600 258 — —
logistics coordinator 3600 — — —
third party logistics 3600 — — —
worldwide shipping 2900 — — —
3pl logistics 2400 — — —
freight forwarding companies 2400 — — —
intermodal transportation 2400 — — —

43. logistics services 2400 — — —
transport management 2400 — — —
cheap international shipping 1900 — — —
international logistics 1900 321 — —
transport and logistics 1900 — — —
transportation management system 1900 — — —
3pl companies 1600 — — —
international freight forwarders 1600 — — —
transport logistics 1600 — — —
freight logistics 1300 — — —
freight management 1300 — — —
logistics solutions 1300 — — —
supply chain logistics 1300 — — —
3rd party logistics 1000 — — —
logistics industry 1000 — — —
shipping internationally 1000 — — —
supply chain management system 1000 — — —
tms system 1000 — — —
top logistics companies 1000 — — —
cargo logistics 880 — — —
forwarding company 880 — — —
logistics business 880 — — —
logistics transportation 880 — — —
shipping and logistics 880 390 — —
best logistics 720 — — —
shipping logistics 720 180 — —
tms transportation 720 — — —
freight forwarding services 590 — — —
third party logistics companies 590 — — —
tms transport 590 — — —
logistics consulting 480 — — —
supply chain and logistics management 480 — — —
supply chain management systems 480 — — —
tms logistics 480 — — —
transport & logistics 480 — — —
transportation distribution and logistics 480 — — —
3pl logistics companies 390 — — —
3pl services 390 — — —
global logistics services 390 — — —
global logistics solutions 390 — — —

44. international logistics company 390 169 — —
logistics and transportation 390 — — —
tms solutions 390 — — —
american logistic company 320 — — —
best logistics companies 320 — — —
global logistics management 320 — — —
global logistics network 320 — — —
logistics international 320 — — —
logistics provider 320 — — —
logistics service providers 320 — — —
logistics technology 320 — — —
ocean container tracking 320 276 — —
overseas shipping companies 320 300 — —
tms management 320 — — —
top 10 logistics companies 320 — — —
top logistics companies in the world 320 — — —
transport intermodal 320 389 — —
transportation management systems 320 — — —
3 pl logistics 260 — — —
global logistics tracking 260 344 — —
intermodal logistics 260 126 — —
intermodal terminal 260 — — —
intermodal trucking companies 260 213 — —
logistics management system 260 — — —
top freight forwarders 260 — — —
transport and logistics companies 260 — — —
trucking logistics 260 335 — —
biggest logistics companies 210 — — —
business logistics management 210 — — —
freight and logistics 210 — — —
freight management system 210 — — —
global freight forwarding 210 — — —
intermodal freight 210 247 — —
international logistics management 210 — — —
international logistics solutions 210 — — —
largest logistics companies 210 — — —
worldwide freight 210 — — —
freight forwarding agent 170 — — —
global freight management 170 — — —
intermodal services 170 259 — —

45. logistics and warehousing 170 — — —
logistics shipping 170 331 — —
top 3pl companies 170 — — —
transportation system management 170 — — —
best freight forwarders 140 — — —
global logistics company 140 — — —
logistics trucking 140 385 — —
intermodal freight transport 110 292 — —
international logistics services 110 232 — —
logistics and transport management 110 — — —
logistics firm 110 — — —
logistics transportation services 110 — — —
largest logistics companies in the world 70 — — —
transportation logistics company 70 — — —
logistics transportation companies 50 — — —

46. Keyword
Google
Searches/Month
capps.com coyote.com re‐trans.com tollgroup.com expeditors.com us.dsv.com
logistics trucking 140 385 5 — — — —
freight logistics 1300 — 7 — — — —
transportation logistics company 70 — 12 — — — —
logistics technology 320 — 15 — — — —
logistics companies 8100 279 16 — 324 — —
freight broker 8100 — 17 — — — —
top 3pl companies 170 — 17 — — — —
transport and logistics companies 260 — 17 — — — —
logistics transportation services 110 — 41 — — — —
transport intermodal 320 389 45 — — — —
intermodal transportation 2400 — 51 — — — —
3pl companies 1600 — 52 — — — —
logistics service providers 320 — 58 — — — —
american logistic company 320 — 59 — — — —
transportation management system 1900 — 60 — — — —
best logistics companies 320 — 62 — — — —
logistics transportation companies 50 — 75 — — — —
trucking logistics 260 335 82 — 342 — —
logistics services 2400 — 83 — — — —
logistics industry 1000 — 89 — — — —
logistics shipping 170 331 89 — — — —
top logistics companies 1000 — 90 — — — —
freight and logistics 210 — 97 — — — —
transportation management systems 320 — 99 — — — —
transport logistics 1600 — 101 — — — —
tms system 1000 — 105 — — — —
intermodal services 170 259 118 — — — —
shipping logistics 720 180 127 — — — —
shipping and logistics 880 390 318 — — — —

47. capps.com coyote.com re‐trans.com tollgroup.com expeditors.com us.dsv.com
international logistics 1900 321 336 — — — —
3 pl logistics 260 — — — — — —
3pl 27100 — — — — — —
3pl logistics 2400 — — — — — —
3pl logistics companies 390 — — — — — —
3pl services 390 — — — — — —
3rd party logistics 1000 — — — — — —
best freight forwarders 140 — — — — — —
best logistics 720 — — — — — —
biggest logistics companies 210 — — — — — —
business logistics management 210 — — — — — —
cargo logistics 880 — — — — — —
cheap international shipping 1900 — — — — — —
forwarding company 880 — — — — — —
freight forwarder 22200 — — — — — —
freight forwarding agent 170 — — — — — —
freight forwarding companies 2400 — — — — — —
freight forwarding services 590 — — — — — —
freight management 1300 — — — — — 99
freight management system 210 — — — — — —
global freight forwarding 210 — — — 65 — —
global freight management 170 — — — — — —
global logistics 6600 — — — — — —
global logistics company 140 — — — 60 — —
global logistics management 320 — — — — — —
global logistics network 320 — — — 89 — —
global logistics services 390 — — — — — —
global logistics solutions 390 — — — — — —
global logistics tracking 260 344 — — 54 — —
intermodal freight 210 247 — — 74 — —
intermodal freight transport 110 292 — — 106 — —

48. capps.com coyote.com re‐trans.com tollgroup.com expeditors.com us.dsv.com
intermodal logistics 260 126 — — — — —
intermodal terminal 260 — — — — — —
intermodal trucking companies 260 213 — — — — —
international freight forwarders 1600 — — — — — —
international logistics company 390 169 — — — — —
international logistics management 210 — — — — — —
international logistics services 110 232 — — — — —
international logistics solutions 210 — — — — 209 —
international shipping 14800 — — — — — —
international shipping companies 3600 258 — — — 156 —
largest logistics companies 210 — — — — — —
largest logistics companies in the world 70 — — — — — —
logistics and supply chain management 5400 — — — — — —
logistics and transport management 110 — — — — — —
logistics and transportation 390 — — — — — —
logistics and warehousing 170 — — — — — —
logistics business 880 — — — — — —
logistics consulting 480 — — — — — —
logistics coordinator 3600 — — — — — —
logistics firm 110 — — — — — —
logistics international 320 — — — — — —
logistics management 14800 — — — — — —
logistics management system 260 — — — — — —
logistics manager 5400 — — — — — —
logistics provider 320 — — — — — —
logistics solutions 1300 — — — 369 — —
logistics transportation 880 — — — — — —
ocean container tracking 320 276 — — — 44 —
overseas shipping companies 320 300 — — — — —
shipping internationally 1000 — — — — — —
supply chain and logistics management 480 — — — — — —

49. capps.com coyote.com re‐trans.com tollgroup.com expeditors.com us.dsv.com
supply chain logistics 1300 — — — — — —
supply chain management 135000 — — — — — —
supply chain management system 1000 — — — — — —
supply chain management systems 480 — — — — — —
third party logistics 3600 — — — — — —
third party logistics companies 590 — — — — — —
tms logistics 480 — — — — — —
tms management 320 — — — — — —
tms solutions 390 — — — — — —
tms transport 590 — — — — — —
tms transportation 720 — — — — — —
top 10 logistics companies 320 — — — — — —
top freight forwarders 260 — — — — — —
top logistics companies in the world 320 — — — — — —
transport & logistics 480 — — — — — 79
transport and logistics 1900 — — — — — 84
transport management 2400 — — — — — —
transportation distribution and logistics 480 — — — — — —
transportation services 8100 — — — — — —
transportation system management 170 — — — — — —
worldwide freight 210 — — — — — —
worldwide shipping 2900 — — — — — —

50. Search Engine Ranking Report for CAI Railcars
By RefreshWeb (www.refreshweb.com)
Using a variety of terms relevant to capps.com, the following report contains a small
sampling of popular Google search terms used by those looking for your products.
Note that there are only 50 Google searches per day using these terms related to
your products, and your website is mostly invisible on these terms (no terms in
Google’s Top-10). The ranking number shows how high your site ranks for each
search engine, so a ‘1’ rank is the most visible at the top of organic rankings on the
first page, and a ‘19’ rank is mostly invisible at the bottom of the second page.
Positions 1-3 are visible to 100% of searchers, positions 11-20 may reach 10%.
Taking into account these readership characteristics, we’ve calculated your reach
percentage for each keyword phrase on each search engine, to determine your total
audience reach for these keywords, which represent the Total Available Search
Market™ for your site. We understand that the site is new, so we are including a
competitive ranking report for comparison. This list is preliminary; let’s talk about
your site and your marketing objectives.
Approx. Total Searches/Month 1620
Approx. Total Searches/Day 54 Google 0.64
Total Reached/Month 3 Yahoo 0.122
Total Available Search Market™ (TASM) Reach 0.2% Bing 0.214
Total Google Searches/Month 1037
Total
Reached:
Keyword
Global Google
Searches/Month
Google
rank
Yahoo
rank
Bing
rank
railcar repair 445 - - -
railcar leasing 140 52 - -
railroad car repair 92 - - -
railcar leasing companies 90 41 37 -
railcar repair companies 50 - - -
rail car leasing 40 53 23 8
rail car repair 40 - - -
railcar maintenance 30 36 - -
railroad car repair shops 28 - - -
railcar lease 20 - - -
railcar leases 20 52 37 -
rail car leasing companies 12 42 44 38
rail car lease 10 209 57 -
railcar refurbishment 10 - - -
train car repair 10 - - -
freight car refurbishment 0 - - -
railcar reconditioning 0 - - -
railcar refurbishment companies 0 - - -
railcar refurbishment company 0 - - -

51. railcar repair company 0 - - -
railcar repair vendors 0 - - -
railroad car repair companies 0 - - -
recondition railcars 0 - - -
refurb railcars 0 - - -
refurbish railcars 0 - - -
repair railcars 0 - - -

52. Keyword
Global Google
Searches/Month capps.com gatx.com mrc-rail.com rail.wellsfargo.com
railcar repair 445 0 5 0 0
railcar leasing 140 52 8 21 6*
railroad car repair 92 0 3 0 0
railcar leasing companies 90 41 6 10 0
railcar repair companies 50 0 2 0 0
rail car leasing 40 53 8 22 0
rail car repair 40 0 5 0 0
railcar maintenance 30 36 1 74 0
railroad car repair shops 28 0 2 0 0
railcar lease 20 0 18 26 0
railcar leases 20 52 13 32 0
rail car leasing companies 12 42 6 10 0
rail car lease 10 209 20 27 0
railcar refurbishment 10 0 0 0 0
train car repair 10 0 4 0 0
freight car refurbishment 0 0 0 0 0
railcar reconditioning 0 0 49 0 0
railcar refurbishment companies 0 0 10 0 0
railcar refurbishment company 0 0 8 0 0
railcar repair company 0 0 2 0 0
railcar repair vendors 0 0 0 0 0
railroad car repair companies 0 0 1 0 0
recondition railcars 0 0 0 0 0
refurb railcars 0 0 0 0 0
refurbish railcars 0 0 0 0 0
repair railcars 0 0 1 0 0
* Wells Fargo has multiple sites which can show in the rankings; this domain’s ranking is not actually 6.

53. 34
APPENDIX
About Search Marketing
Prospective buyers are hungry for information, but they want it on their terms. This
means they primarily use natural, or organic search results when looking for
information.
Traditional media usage is down, making marketing “suspects” (pre-consideration
potential clients, customers, job searchers) harder to reach, leave alone motivate.
It’s essential to be visible to these “empowered individualists,” to maintain market
share and to fuel growth. Search engine marketing bypasses the expense of
creating top-of-mind awareness via advertising, and gets you top-of-list
consideration at the time of need. Search visibility is the way to reach 85% of the
people who are currently considering purchase or selection of a product or service:
you must be visible on their search terms.
It’s not enough to have a dominant brand. It’s not enough to have a slick presence
on the web. You have to wrap your site around the mind of the market to be
effective.
The Business Case for Search Marketing
Being at the top of the search engine rankings means first-place visibility to new
prospects actively looking for a solution. High rankings drive new business…up to
400% more visits from top-ranked listings convert to purchase. Typical results from
RefreshWeb optimization programs are an increase in Web visibility in excess of
500%. While a poor site will naturally show off-the-charts improvement,
typical results from optimization immediately drive over 50% more search
traffic to a site — even with pay-per-click advertising in place.
The need for search engine marketing is widespread, as most sites are created by a
design team, maintained by an internal technical team, and have never been
marketed. “Marketing” a web site means ensuring that the site is visible to
large numbers of prospects; this is done by 1) researching prospect search
behavior, 2) optimizing the content of the pages to make these search terms have
relatively high weight on the page, 3) managing the submission and inclusion of
pages on the major search engines, 4) internal and external link development, and
5) adding and updating content. Both site performance and competitors’ positions
need to be monitored for optimum results.
Pay per click can be a powerful tool to get immediate top-of-the-rankings presence.
However, PPC requires you to continually pay for that placement, like any form of
advertising. Strong organic rankings from search engine optimization (SEO) are more
like owning that real estate at the top of the page, instead of renting.
Our solution? Integrated utilization of both organic SEO and paid search,
with the goal of continually increasing the number of leads, while providing
a control over the increasing cost of paid search.

54. 35
Internet marketing is now the most cost-effective way for a company to spend its
marketing communications dollars. We believe RefreshWeb’s approach is the most
cost-effective way to strategize and implement an Internet marketing program. The
fact that we bring over 20 years’ experience in marketing to the equation is the
reason we partner so effectively with our clients.
The SEO Process
RefreshWeb starts every engagement by running a free ranking report, to see
how much of the Total Available Search Market™ (TASM™) you are currently
reaching. Search terms themselves define the market which is available to you via
search visibility. There are literally hundreds of search terms that might be relevant
to your brand. We start by testing a few dozen terms for visibility on the major
search engines, directories and pay-per-click advertising services.
Strong rankings on your brand and trade names is a given — but these are people
who already know you are the answer to their question. These are prospects, not
suspects. Suspects have to search by defining their problem using terms they know
already…not on terms they’ll learn from reading your website or would know if they
already had completed their research.
Our next step is a prescriptive site performance audit. We look at your web
analytics, your paid search results, your site’s programming and your sales flow to
evaluate how well the site is working with the traffic you have.
We do a thorough analysis of competing sites to evaluate their effectiveness, probe
their weaknesses, and scope out the program you need to surpass them. Finally,
we do deep keyword research and make detailed recommendations via a site
optimization plan. This audit is how we scope the recommendations to solve your
search marketing problems so you know the costs, the timeframe and the benefits
to expect before we start work.
The actual on-page search engine optimization work takes about 60 days. The
key to effective optimization for search is not just to place high-volume keywords
on the pages, but to differentiate between information-based terms and
transactional terms, and build in these terms throughout the site.
Optimizing your site for search requires much more than inserting search terms into
your HTML metatag code. It requires a complete overhaul of your site content to
align it with the strategy in the site optimization plan, supported by an ongoing
process of monitoring your rankings, measuring the performance of traffic
generated by search, and tweaking the site content to improve your results.
Our on-page SEO includes rewriting your top-level pages, detailed recommendations
on internal links, metatag content, and information architecture recommendations;
implementing the top-level changes we recommend is normally very
straightforward, typically requiring only a few hours’ work by your web team.
Reworking other content and implementing best practices like landing pages and call
tracking for your PPC campaign can be more time consuming.

55. 36
Once the content is in place and we can see the results (our SEO management
dashboard is a powerful way to share this information), we do a 60-day refresh
to adjust to the realities of the search engine results. Some terms we tried for may
need additional support, such as internal linking or additional content, to come up
well in the ranking results. Other terms may show no movement, and so we may
replace them in the optimization strategy and work with terms that have more
promise.
From there, the next step is link development. Link development is equally
important to your rankings as the on-page optimization, because it’s the heart of
the way Google measures the relevance of your site. We craft these links, both in
style and in selecting sites to request links to you, according to constantly-evolving
SEO best practices. Our SEO package includes a basic level of directory listings;
depending on our competitive analysis, we may recommend a more aggressive
campaign. Social media marketing is a very important tool.
On a regular basis, we monitor your rankings and show your site’s performance
in our on-line dashboard. As marketing partners and coaches, we make
recommendations for improving performance, by looking for terms with good
search volume which need to be supported more aggressively to move up. We also
help you interpret your site’s web analytics, typically using Google Analytics. We
are happy to work with other tools you may be using, such as Adobe Analytics
(Omniture), KissMetrics, Crazy Egg, or WebTrends. For clients where we are
managing the paid search marketing program, we provide a written monthly report.