mhi.org
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MHI: The Invisible Engine of US Supply Chains
How a 325-person association quietly moves the $1.5 trillion material handling economy.
While you obsess over AI and SaaS, the physical world is being rebuilt by an invisible force. MHI doesn't just represent the material handling industry—it is the central nervous system of American logistics, connecting 39,802 monthly visitors to the innovations that keep shelves stocked and factories running.
"MHI is the operating system for the $1.5 trillion material handling industry. They don't move goods—they move the entire industry forward."
The 325-Person Powerhouse
With just 325 employees, MHI generates $123.9M in revenue—roughly $381,000 per employee. This isn't a bureaucratic trade group; it's a lean, high-impact operation. Their 48% direct traffic rate reveals a deeply embedded audience that doesn't need to search for them—they're already part of the ecosystem. This is the mark of an institution, not just a website.
The Traffic Paradox
Here's the anomaly: 39% of traffic comes from organic search, yet their top keyword is simply 'mhi' with 8,960 monthly searches. This isn't SEO—it's brand dominance. They own their name. The real story is in the long-tail: 'CMAA Specification 70' (1,000 searches) and 'MHI safety spotlights' (110 searches) reveal an audience of engineers, safety managers, and logistics professionals seeking technical specifications, not fluff. This is a B2B giant masquerading as a content site.
The tech stack tells a story of pragmatism over flash. Tailwind CSS and Bootstrap power the front end, while Google Analytics and LinkedIn Insight Tag track the high-value B2B audience. No trendy frameworks, no unnecessary complexity—just tools that work. This is a site built by engineers for engineers, where functionality trumps aesthetics. The presence of Slick and Lazy Loading hints at a focus on performance, critical for an audience that values speed and efficiency.
- Revenue per employee: $381K (elite efficiency for a trade association)
- Direct traffic dominance (48%) signals deep industry integration
- Keyword strategy targets technical professionals, not casual browsers
- Tech stack is lean and utilitarian—no bloat, just performance
The Unsexy Giant That Actually Matters
MHI proves that in B2B, depth of integration beats breadth of reach. They don't need millions of visitors—just the right ones.
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Open Graph Image
https://www.mhi.org/opengraph-image.png?9f0519424c26af81
Meta Tags
MHI - Largest Material Handling & Supply Chain Association
MHI is the nation's largest material handling, logistics, and supply chain association, connecting businesses with industry leaders and innovative solutions.
MHI - The Industry That Makes Supply Chains Work
A leading trade association for the material handling, logistics and supply chain industry - The Industry That Makes the Supply Chain Work.
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About mhi.org
MHI is the nation's largest material handling, logistics, and supply chain association, connecting businesses with industry leaders and innovative solutions.
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Technology Stack
mhi.org uses 22 technologies across their website including Google Fonts, HSTS, reCAPTCHA, PHP, and more.
Fonts
Google Fonts
Security
HSTS, reCAPTCHA
Programming Languages
PHP
CMS
WordPress
CDN
jsDelivr
Cloud & Hosting
Amazon S3, Vercel
Traffic & Audience
mhi.org receives approximately 39.8K monthly visitors and ranks #865,925 globally. The website has a bounce rate of 49% with visitors viewing an average of 1.5 pages per visit. Users spend an average of 0:17 on the site.
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