Case Study
Increasing online visibility & organic traffic for international luggage shipping company
+ 320 250 283 270 %
Increase in organic traffic keyword impressions organic revenue keyword clicks
Project briefing
About the client
Sherpr is a luggage & box shipping company. They offer local & international shipping to all their customers who wish to send parcels, boxes, suitcases, bikes, golf clubs and more without the hassle of lifting and carrying it themselves. Their door-to-door service ensures safe and reliable transport of delicate and fragile goods.
Our client has a special interest in helping students move with their student shipping services. This aspect of their business enables students to relocate with ease and facilitates their major life decisions. With operations in over 100 countries, Sherpr guarantees a smooth transition for all relocating students.
The challenge
Project goal
Andew Watson, Founder & CEO of Sherpr, got in touch with our SEO agency mid-2020 to discuss their ambitions and needs regarding the online facet of the business. Sherpr was facing fierce competition from a few well-established shipping companies and organic growth was essential if they were to ever overtake their competitors.
Some of the areas they highlighted were low organic traffic, unsatisfactory conversion rate, little to none organic revenue and need of technical assistance. In other words, this was a tailor-made case for the expertise of Bubblegum Search!
Our initial investigation showed us that there was a lot of technical SEO ground to cover before we could enact any planned on-page implementations. Historic pages and orphaned pages to be redirected, old services pages that were no longer available, low site speed that stymies visitor journey and no mobile-first optimisation.
We proposed to Sherpr a comprehensive plan that included a full restructuring of their URL framework in a way to encompass all services rendered with a broadened perspective. Upon our initial agreement, we began our collaboration with Sherpr G in June 2020.
URL structure not reflective of current services
Poor website design - unnecessary hurdles for the user journey
Metadata refresh needed for core pages
No prior outreach projects - poor backlink profile
Tons of missed keyword opportunities - no pertinent pages to host them
Very low site speed - sending problematic signals to search engines
Broken/orphaned/obsolete/outdated pages to be purged
Robots.txt file to be fully updated
Competitors well-entrenched in top positions - analysis required
Mobile-first approach - make adjustments with design, CTAs, positioning
The Solution
A strategically integrated SEO & Content Marketing campaign
Complex on & off-site Search Engine Optimisation
Technical SEO audit to detect issues
Technical implementations in place to give the domain a solid foundation
Extensive keyword research from scratch not to miss out on opportunities
New meta data rewritten & published for all core pages
New pages created with optimised URLs for new keywords to live
On-page keyword analysis to create updated & improved page copy
Collaboration with paid search (PPC) for better traffic analysis
Sitewide project for revamped internal linking structure
Comprehensive Content Marketing
Competitor research for both backlink & content analyses
Targeted outreach campaigns to earn high-quality backlinks
The optimisation results
Major growth in organic traffic, rankings & revenue!
Summary
Our partnership with Sherpr began in June 2020. The early stages predominantly consisted of major technical fixes, keyword research & on-page improvements. For the first few months, we focused on purging the domain of potentially pernicious pages while putting together a master keyword list and employing our focus keywords on pages of critical importance.
Upon our initial success concerning key organic metrics, we expanded our practices beyond the surface level. This enabled us to dive deeper and work on overall site structure to enhance customer journey while creating a more SEO-friendly interface.
Tens of new URLs (destinations, relocation, excess baggage) were launched under our supervision and they superseded the outdated pages in the top navigation bar. This marked one of the most notable and direct changes we’ve made on a client website.
The next few months were spent incorporating new keywords into content, furnishing core pages with improved meta data & on-page copy and reaching out to prospects to earn backlinks.
All our work came to fruition eventually with an uptick all across the board: a 320% increase in yearly organic traffic, 250% increase in organic keyword impressions and 283% in organic revenue!
