Case on SEO-promotion of a logistics company's website

Client: Ost-West Express

Website: https://www.owe.com.ua

Product: Customs broker services

Geography: All of Ukraine

Target Audience: Legal entities engaged in importing goods to Ukraine

Keywords in TOP-10 before promotion: 0

Keywords in TOP-10 after promotion: 26 out of 30

Promotion Period: March 2019 – March 2020

Unique visitors per month:

Before promotion

0 people

After promotion

800 people

Order SEO promotion with a high result

Introductory data

"Ost-West Express" is one of the leading Ukrainian companies in the field of providing logistics services for foreign economic activity (FEA), operating since 1994. Over the years of practice, they have become widely known as the leading Ukrainian expert in solving logistics tasks, yet they did not have their own website on the internet.

At the time of their request, the website was only in the planning stage with the goal of promoting the brand and simplifying the search for reliable information about the company and its services. Initially, the client planned a brochure website with minimal necessary information.

Stages of SEO promotion

01 Website Preparation

Client: East-West Express

Website: https://www.owe.com.ua

Product: Customs Brokerage Services

Geography: All of Ukraine

Target Audience: Legal entities involved in importing goods to Ukraine

Keywords in Top 10 Before Promotion: 0

Keywords in Top 10 After Promotion: 26 out of 30

Promotion Period: March 2019—March 2020

02 Customizing analytics

Despite the fact that the goal of the promotion was not to attract a large number of visitors to the website, optimization was carried out for this purpose as well. In order to track the effectiveness of the conducted work and the interest of visitors, the following tools were used:

Google Analytics with goals;
Google Search Console (Webmaster Panel).

03 Semantic core

The semantic core for the website consisted of key queries in both Russian and Ukrainian languages, as “East-West Express” primarily targets the Ukrainian audience.
Since the niche is narrow and has limited demand in search, we identified 30 primary thematic keywords for which we optimized the website, and subsequently monitored its rankings.

04 Internal optimization

The main pool of work on the project focused on effective on-page optimization of the website. The following tasks were performed:

Optimization of h1-h3 headers, title, and description;
Replacing 302 redirects with 301 on certain pages;
Internal linking of pages;
Adding “breadcrumb” navigation;
Removing unnecessary outbound links and marking others with the nofollow tag;
Optimizing website content for targeted keywords.

After making significant changes, the robots.txt and sitemap.xml files were updated.

05 External SEO optimization

To improve the ranking of the website in search engines, we utilized link building, gradually increasing the number of links to the site from other resources by publishing articles and company press releases on thematic platforms. This not only contributed to SEO promotion but also enhanced the company’s branding. Prior to compiling a pool of potential donor sites, we analyzed the backlink profiles of competitors.

06 Project Features

The information on the website is available in three languages: Ukrainian, Russian, and English:

To present the company more effectively online, new pages and sections were added to the website. We created pages for services that were not previously on the site, and also added informative articles for existing and potential clients.
To enhance trust in the company and position it as a brand, partner logos were added.
We continue to work on this project, gradually expanding the website and increasing the number of links to it on the internet.

Analysis of the dynamics of SEO promotion

The main goal of SEO promotion for this project was to simplify the search for reliable information about the company and its services for interested individuals. However, since in the initial stages of the project, there was limited online search for the name of the customs broker, the primary set of tracked keywords was conventional and thematic.

We can see that the website traffic gradually increased:

This indicates that after the creation of the site and its competent promotion in Google, customers began to use the official web page of the company to search for the necessary information – services, their features and contact information.

Case study on the Ost-West Express project