Home / Case studies / International SEO · Logistics

Case study · International SEO

From 342 to 877 first-page keywords, in four languages

A last-mile ecommerce logistics operator, delivering for major retailers and online stores across four European markets, hands us its organic search. Each country with its own language, demand, and competition; the method, the same.

877
keywords on the first page of Google, up from 342 the year before
74 %
of all site visits arrive from search: 1.7 million organic sessions over the measured period
9,057
organic conversions recorded in a single year
Let's talk about your SEO See the SEO service
01 · The starting point

Google was indexing the parcel trail, not the business

The audit that opens the project finds a site turned inside out: thousands of shipment-tracking pages indexed by Google with nothing to offer, while the pages that sell barely have any text. The entire business ranks on the strength of the homepage alone.

And the homepage isn't helping either: the main heading on the Spanish version is written in English, and a carousel of client logos opens forty outbound links on the site's most important pages.

What the audit finds
  • Thousands of shipment-tracking URLs indexed with no content
  • Strategic pages with almost no text: the homepage competes for the whole business by itself
  • The Spanish homepage heading written in English; empty headings
  • A carousel with forty outbound links on the key pages
02 · The strategy

One page per search intent, in each language

01 Intent-based architecture in four languages Keyword research by country and new landing pages for each service: ecommerce transport, scheduled delivery, temperature-controlled shipping. Titles, descriptions, and headings rewritten page by page, with the client reviewing line by line.
02 Continuous technical cleanup The tracking pages come out of the index, links move to https, and measurement is organized by country. When the client builds its new website, every decision on structure, menu, and redirects goes through our SEO review first.
03 Authority, market by market Link building and placements in outlets chosen country by country. In one year, more than 600 new domains link to the site, and each market's strategic keywords climb with them.
03 · The numbers

Four markets, each against its own starting point

No country inherits another's results. Each market is measured against where it stood, using the client's own tracking and SEO tools reading the domain.

Spain · home market From 23 to 127 organic form submissions a month The most mature market multiplies its contact forms from Google by five, peaking at 223 in its best month. Spanish organic totals 953,000 sessions over the measured period: 4 in every 10 visits to the entire site, in any of its languages, come from it.
United Kingdom From 658 to 2,296 organic users a month The project's toughest competitive market grows its organic traffic 3.5×, with terms like courier services for businesses breaking onto the first page.
France From 3,643 to 7,775 organic users a month Organic traffic doubles and form submissions from search go from 50 to 111 a month. French sponsored media does much of the authority work here.
Italy · from scratch From 0 to 40 organic form submissions a month The fourth market didn't exist for Google: 33 ranked keywords at the start. By the close of the project it clears a thousand, with traffic growing month over month and 40 organic form submissions a month.

Users and form submissions from the client's analytics · positions from an SEO tool reading the domain · project reports

SEO tool chart for the Spanish market: average organic traffic and ranked keywords grow steadily throughout the project
Spain: average organic traffic and ranked keywords for the domain · SEO tool measurement
SEO tool chart for the Italian market: organic traffic starts from zero and grows to nearly 2,400 visits a month
Italy: the fourth market starts from zero · domain traffic and keywords, SEO tool measurement
04 · What the reports don't show

The year impressions rose 31% and clicks rose 3

There's an uncomfortable figure in the last annual report, and we show it to the client all the same: the number of times the site appears in Google grows 31%, while clicks grow only 3%. Showing up more doesn't guarantee you get chosen more, and part of the growth lands in searches Google answers without anyone clicking.

That's why the metric that governs the project was never the click, but the form: the person who arrives from search and asks for a quote. Those doubled in France, multiplied by five in Spain, and appeared out of nowhere in Italy. When visibility outruns the click, you watch what brings in revenue.

How many markets is Google hiding from you?

Tell us where you stand in a 25-minute conversation, at no cost. You'll leave knowing whether we can help and where we'd start.

Let's talk

Another international SEO case: nine food markets →

More international SEO: industrial machinery in three languages →

See all projects →