CASE STUDY and Portent Rev Up Organic Traffic and Revenue needed to address a decline in organic traffic. With over a million product pages Portent shifted into high gear to deliver massive growth through SEO. This effort was honored with a US Search Award for Best SEO Campaign of the Year.


Technical SEO
Ongoing SEO Consulting
Content Strategy


Organic Search
Onsite Content


E-commerce – Automotive


Portent saw an enormous opportunity to help RealTruck, a multi-million dollar e-commerce retailer, turn the tide from manual SEO penalty to massive growth in traffic and revenue through a careful, technical SEO strategy, content optimization, and new content creation.


A manual penalty from Google. Half a million pages noindexed.

  • A link profile in need of serious clean-up to remedy a manual SEO penalty.
  • Duplicate content concerns based on product specifications and overlap.
  • Over half of a multi-brand retail e-commerce site noindexed.


Portent’s strategy unwaveringly includes a holistic approach to SEO. For RealTruck, this meant technical and on-site SEO, as well as improving their site content and its value to all visitors. Specifically:

  • Increasing the amount of truly unique content on the site.
  • Extremely careful SEO of highly similar content within the site itself.
  • Increasing visibility and utility of high-value category or content hubs deeper in the site.

Technical SEO & Penalty Recovery: Although RealTruck feared their organic traffic slowdown was driven by duplicate content, Portent quickly discovered that they were in fact under manual penalty, for an entirely different issue related to several thousand bad back-links built up by a previous SEO vendor.

Content Strategy & Production: Portent helped RealTruck launch a new content-production effort that provided real value and entertainment to their core audience. Before this, the RealTruck blog was entirely comprised of new-hire updates and other company culture tidbits, and was attracting nearly no attention or back-links.

Content Optimization: Portent needed to help RealTruck to differentiate their product descriptions, to prevent high-authority competitors from using the same boilerplate language and hiding RealTruck’s pages in search results altogether.

The Results

Combined with their overall growth effort, Portent’s work helped RealTruck to earn recognition as the 20th Fastest-Growing Company & 14th Fastest-Growing E-commerce Site Nationwide by Internet Retailer.


Single-year growth of organic traffic from penalty recovery and careful roll-back of problematic no-index strategy


Increase in organic revenue growth over one year, contributing over $1m in increased sales.

1 million

Additional shoppers brought to RealTruck’s e-commerce site through organic search

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