I analysed 12 months of web traffic for 4 dangerous goods logistics brands. One grew 360%. The market leader collapsed 64%. Here is what the data shows.

TL;DR: DGI Global lost nearly 46,000 visits year on year (-64.39%). DGM-US grew 360% from a small base. Hazmat Logistics UK is 90% dependent on organic search with collapsing engagement. The SEMrush data (Nov 2024 to Oct 2025) paints a clear picture of a sector in transition, with one emerging challenger and an established player in serious trouble.

THE ANALYSIS:

I pulled 12 months of traffic and engagement data from SEMrush across four dangerous goods logistics brands. The findings were more dramatic than I expected.

Main Traffic Data (Nov 2024 to Oct 2025 vs Nov 2023 to Oct 2024):

Brand	Total Visits	YoY Change	Unique Visitors	Bounce Rate
DGI Global	25,191	-64.39%	22,262 (-38.61%)	63.25%
DGM-US	4,745	+360.23%	3,935 (+281.67%)	63.03%
Hazmat Logistics UK	6,500	-8.81%	5,841 (-10.88%)	74.03%
Hazmat Logistics US	56	New entrant	56	53.57%

Session Duration (tells the real engagement story):

Brand	Avg Duration (Current)	Prior Year	Change
DGI Global	04:06	15:30	-73.55%
Hazmat Logistics UK	04:29	15:31	-71.11%
DGM-US	03:40	06:46	-45.81%

Channel Distribution (full period totals):

Brand	Organic Search	Direct	AI Traffic	Referral
DGI Global	11,558	9,219	213	4,078
DGM-US	2,576	1,335	0	834
Hazmat Logistics UK	5,878	417	205	0

KEY FINDINGS:

1. DGI Global's collapse is deeper than the headline number

The 64% traffic drop is bad enough. But what surprised me more was the engagement data. Average session duration fell from 15 minutes 30 seconds to just 4 minutes 6 seconds, a 73.55% decline. That is not an algorithm issue. Visitors are landing on the site and not finding what they need. DGI Global still has meaningful organic search traffic (11,558 visits) but their audience is no longer engaged when it arrives.

2. DGM-US is doing something right

They went from 1,031 to 4,745 visits, a 360% increase. What stood out is that their bounce rate actually improved by 18.46% as traffic grew. That is unusual. Growing traffic usually comes with some bounce rate degradation as you reach broader audiences. DGM-US appears to be attracting better-qualified visitors. Both their organic search and direct traffic channels are growing proportionally.

3. Hazmat Logistics UK has serious structural risk

5,878 of 6,500 total visits come from organic search. That is 90% single-channel dependency. Session duration is also down 71.11% year on year. This site is technically visible but not serving its visitors well, and it has almost no channel diversification to fall back on if search visibility drops.

WHAT THIS MEANS:

Dangerous goods logistics is a specialist B2B niche where trust and credibility matter enormously. Procurement teams and compliance managers do research online before ever making contact. The brands losing digital presence are not just losing web traffic. They are becoming less visible at the exact moment when potential clients are evaluating options.

DGM-US appears to be benefiting from this dynamic while DGI Global and Hazmat Logistics UK are ceding ground.

Discussion: Have you seen similar patterns in other specialist freight or compliance-heavy B2B sectors? Is the session duration collapse something others are noticing post-AI overview rollout? Curious what others are seeing.

I run a competitor intelligence service (omcarr.com) so obviously have a stake in this type of analysis. The data is from SEMrush. Happy to answer questions on methodology.