What was the challenge?
A freight forwarder with an office in JAFZA handled sea, air and road freight across the GCC, India and East Africa, but its site listed services in a single paragraph. Importers searching "sea freight Dubai to Mombasa" or "air cargo from China to Dubai" found directories and the global forwarders. The few quote requests that came in were often for loads the company didn't handle.
What was the strategy?
- 01
Build pages around the trade lanes and services buyers search for
- 02
Answer shipping questions with guides on Incoterms, transit times and customs
- 03
Qualify quote requests on the form so sales spends time on the right loads
What exactly was done?
4 moves, each with what was done and why it mattered.
- 01Site structure
One page per trade lane
Created 34 lane pages such as "Sea freight from Jebel Ali to Mombasa" and "Air freight from Shanghai to Dubai", each with transit times, port details, documents needed and recent example shipments.
Why it mattered: Importers search by origin and destination. A lane page answers the exact question and shows the forwarder actually runs that route, which is what earns the quote request.
- 02Content
Practical shipping guides
Wrote guides on Incoterms, FCL versus LCL, customs duty in the UAE and how to ship dangerous goods, each linking to the matching service and lane pages.
Why it mattered: Procurement teams research before they ask for prices. Clear guides brought them in early and built trust long before the first enquiry.
- 03Authority
Links from trade and logistics publications
Contributed expert commentary on Red Sea rerouting and freight rates to regional logistics publications and trade associations, earning 26 relevant links.
Why it mattered: Links from logistics media tell Google the company is a credible voice in freight, and they send readers who work in shipping.
- 04Conversion
A smarter quote form
Rebuilt the quote form to capture mode, origin, destination, cargo type and volume, and routed each request to the right desk.
Why it mattered: Fewer wasted enquiries and faster replies. Sales spent less time on unsuitable loads, and response time dropped from a day to under three hours.
What do I stand for?
Search follows the shipment
Buyers search lanes and services, not company names. The site should be organised the same way.
Quality of leads over quantity
A quote form that qualifies requests makes SEO more valuable to sales, not just to marketing.
About this case study
- This is an illustrative case study: a representative engagement showing how I approach SEO for this industry and the kind of results the approach is built to deliver.
- The business, figures and charts are illustrative, not a single client's verified data. For verified results, see my SEO case studies.
Logistics SEO Consultant in Dubai
A page for every trade lane, practical shipping guides, and a quote form that asks the right questions.
