How a smart content hub for PostNL unlocked 800% more clicks

Executive summary

As a market leader in mail and parcels, PostNL’s authority often secures a top spot on Google. However, their specific 'business fulfillment' page struggled with low visibility, failing to attract high-quality B2B leads. Previous optimization efforts hadn't delivered the desired rankings, and a major website migration threatened to make things worse. We implemented a new, dedicated SEO strategy focused on building true thematic authority.

Results

The new strategy turned their performance around completely, delivering a 300% ROI.

Our approach

The big idea

Our main goal was to achieve a top 5 Google ranking for the high-value term 'fulfillment' (up from position 24) and drive 10% more leads. The core challenge was that PostNL's massive brand authority wasn't benefiting this specific page, which was trapped by a restrictive website template.

The strategy

Our research showed that smaller, specialized competitors were outranking PostNL simply by having more focused, in-depth content. We saw PostNL's huge domain authority as an untapped asset, and our core insight was that the page wasn't seen as an expert on the topic.

Our approach was to stop treating fulfillment as a single page and start treating it as an area of expertise. We planned to build a dedicated 'Fulfillment' content hub, creating new, specific pages (like 'food fulfillment' and 'inventory management') to prove PostNL's authority and expertise to Google.

The process

To bring this strategy to life, we took several key steps:

• Identified gaps: We ran a deep competitor analysis to pinpoint the exact content and keywords PostNL was missing, especially for B2B niches like food logistics and personal care.
• Solved the template: We worked with PostNL's internal team to create a new, flexible website template that could house the in-depth content we needed.
• Built the hub: We launched the new 'Fulfillment' hub, expanding from one page to a cluster of optimized pages (e.g., E-fulfillment, Food fulfillment, Order processing) that showcased their expertise.
• Strengthened authority: We created a strong internal linking structure between these new pages and secured high-quality backlinks from relevant business publications to signal this new authority.
• Managed the migration: Throughout the process, we carefully managed the site's migration to a new URL structure, ensuring no rankings were lost and all new gains were transferred.

Let's build your authority

Want to turn your brand's reputation into tangible results and qualified leads? Let's talk about building a content strategy that delivers.