First weeks
Read access to Analytics and Search Console; a baseline month written down; the checks listed below, run on your site.
Home / Case Studies / JustShip
Logistics · International parcel shipping from Singapore
The shipping company that needed to be found beyond its own name.
JustShip ships parcels from Singapore to the rest of the world. People choosing a service search for a route or a destination — “shipping from Singapore to the USA” — not for a brand they have never heard of. The site was revamped and migrated, then pointed at those route searches. Organic-search users went from 330 in July 2020 to 5,868 in November 2021 (Universal Analytics).
At a glance
The engagement in one table.
| Client | JustShip, Singapore |
|---|---|
| Lanes | Website revamp and migration · non-branded SEO · content · links |
| Measurement | Universal Analytics (the 2020–21 tooling) |
The situation they came with
Demand that did not include the brand name.
Shipping buyers often search for a route, destination or service before choosing a provider. JustShip needed to capture that demand beyond branded searches.
A route search is a buying moment: the person already knows what they want to send and where. If the only searches a site is found for are the ones that include its name, the category is finding someone else. The work was to make the site answer the route and destination searches, and to rebuild it without losing what it already had.
What we did
The work behind the result.
Website revamp and migration
A rebuilt site, moved with the rankings it already had in mind, so the new structure could carry one page per search that had demand.
Non-branded keyword targeting
Pages aimed at the route and destination searches people make before they know a provider’s name.
Content
Written to answer the question the search asks, so a visitor who arrived from a route search found the route.
Link work
Authority for a smaller site competing with established carriers on generic searches.
The order and the month of each step are not shown here; the measurement windows are stated with each number below.
What changed
Organic-search users, sixteen months apart.
JustShip · Logistics · International shipping330 → 5,868
organic-search users
+1,678.18%
1–30 November 2021 vs 1–31 July 2020
Inspect original screenshot ↗The same Universal Analytics report shows organic-search sessions from 548 to 8,222 (+1,400.36%) and new organic-search users from 311 to 5,592 (+1,698.07%) across the same two months (1–30 November 2021 vs 1–31 July 2020) — almost all of the growth is people who had never been to the site before, which is what non-branded search is for.
How to read these numbers
These are historical monthly user totals across different seasons and years, not a controlled test. The displayed Payment Summary goal records zero completions and value in both periods; this screenshot cannot prove paid shipments or revenue.
If this sounds like your business
Four signs this case is about your problem.
- Your category is searched by route, product, destination or problem, and your site mostly ranks for your own name.
- You need to rebuild or migrate the site and you are worried about losing the rankings you have.
- Larger competitors own the generic searches and you have no obvious way in.
- You can measure visits but not yet orders or enquiries from search.
If two of those are true, this case is about your problem.
How an engagement like this runs
Four phases, no prices, no promises.
Before anything moves
The migration plan and redirect map before anything moves; the measurement of the actions that matter (an order, an enquiry), so the next reading is not just visits.
One page per search
One page per search that has demand, written to answer it, linked from the pages buyers land on.
Every month
The same channel report each month, with the starting month beside it.
Accounts stay in your name; we take least-privilege access; personal data is kept to a minimum; payment is monthly; the contract assigns the work to you. On your side: someone who knows the service well enough to check the content, and whoever can deploy the site.
No ranking is promised and no revenue figure is forecast. The commitment is that every number we report can be checked in your own tools.
What we would check first on your site
Four questions you can answer today.
- 01What share of your organic visits comes from searches that include your brand name? If it is most of them, the category is finding someone else.
- 02For your ten most valuable routes, products or destinations, does a page exist, and does it rank anywhere in the first two pages?
- 03If you redesigned tomorrow, is there a list of every URL that brings visits and where each would redirect?
- 04Can you see, in your own analytics, which pages lead to an order or enquiry — or only which pages get visits?
Start with a snapshot of how Google and AI engines answer your buyers’ questions about you — within a day, with the evidence, at no charge to begin.
Your opportunity
Turn the learning into your next move.
Make the next step count
Discuss your goals A similar challenge in your business?
Tell us which searches find you today and which should. We will say what we would check first.
A practical next step
Start with the outcome you need.
Share your business goal here. We’ll discuss the journey from discovery to enquiry and how to measure it.
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