Logistics Services SEO Case Study, Australia & APAC
3x more first page rankings and 661,000+ impressions for a national freight forwarding company
International logistics is a different SEO challenge. This Australian freight forwarding company needed visibility not just nationally, but across the Asia-Pacific region. Their clients ship goods between Australia, Southeast Asia, and China. The search behaviour crosses borders, languages, and intent types.
When we started in September 2024, the existing website had some organic presence but wasn’t capturing the international freight search market. The site needed to rank for Australian businesses searching for freight services, international shippers researching Australian logistics partners, and trade-related queries across the APAC region.
National + International Strategy
Logistics SEO requires targeting multiple intent types: companies shipping goods, importers looking for customs clearance, businesses needing warehouse solutions, and traders researching freight routes. We built out service pages for specific freight corridors, created content addressing common shipping questions, and optimised for both Australian and international search traffic.
Unlike local SEO where you target a single city, national logistics SEO means appearing for searches across Melbourne, Sydney, Brisbane, Perth, and Adelaide simultaneously. Add international visibility requirements and the keyword universe expands significantly.
Where They Are Now
The numbers tell the story. In the first 90 days, the site had 2,090 ranking keywords, 218 on the first page, and an average position of 45.4. Seventeen months later: 2,900+ ranking keywords, 693 on the first page, and an average position of 28.0. That’s keywords up 41%, first page keywords up 218%, and average position improved by 17 places. The site now generates 1,065 clicks per 90-day period compared to 895 in the first 90 days, a 19% increase. Impressions went from 82,315 to 110,000+, up 34%. Over the full 17 months, the site has generated 5,700+ clicks and 661,000+ impressions from worldwide searches including Australia and the Asia-Pacific region. Year-over-year, clicks are up 10% and impressions are up 9%.
| Metric | First 90 Days | Current 90 Days | Growth |
|---|---|---|---|
| Ranking keywords | 2,090 | 2,900+ | +41% |
| First page keywords | 218 | 693 | +218% |
| 90-day clicks | 895 | 1,065 | +19% |
| 90-day impressions | 82,315 | 110,000+ | +34% |
| Average position | 45.4 | 28.0 | +17 places |
| Year-over-year clicks | 964 | 1,065 | +10% |
| Year-over-year impressions | 101,096 | 110,000+ | +9% |
| 17-month total clicks | — | 5,700+ | |
| 17-month total impressions | — | 661,000+ | |
First 90 Days = September to November 2024, the first three months after we started work.
Current = the most recent 90-day period as of January 2026.
Clicks = the number of times someone clicked through to the website from Google search results.
Impressions = the number of times the website appeared in someone’s Google search results. An impression counts every time the listing shows up, whether or not someone clicks on it.
Average position = the average Google ranking across ALL tracked keywords, not a hand-picked selection. If the site ranks for 2,900+ keywords, this is the average across every single one of them.
Ranking keywords = the number of different search terms Google shows the website for in search results.
First page keywords = keywords ranking in positions 1-10, meaning they appear on the first page of Google search results where most clicks happen.
Year-over-year growth = comparison of the same 90-day period this year versus last year, showing how performance has improved over 12 months.
All data includes worldwide searches (Australia + Asia-Pacific) via Google Search Console. Data current as of January 2026.
The 3x increase in first page keywords is the standout metric. Moving from 218 to 693 keywords on page one means the site now has genuine visibility for freight, logistics, and shipping searches that matter. The 17-place improvement in average position shows the existing rankings are also climbing, not just new keywords being added.
If you run a logistics or freight forwarding business and want more enquiries through search, get in touch. We understand how B2B and international SEO works.
Frequently Asked Questions
How We Report These Results
Australian data only. Every number on this page comes from Google Search Console filtered to Australia. Unless specifically stated otherwise, we report on Australian search performance because that’s where our clients’ customers are. Worldwide numbers would inflate the results, and inflated numbers help nobody make good decisions.
Average position means ALL keywords. When we say average position improved from 42 to 27, that’s the average across every single keyword that site ranks for. Hundreds of them. Sometimes thousands. We don’t cherry-pick the best performers and ignore the rest. You’re only as good as your lowest-ranking keyword, and everything moves together. If we’re doing our job properly, Google expands the keywords, the synonyms, and the search terms you appear for as it recognises your site deserves to be there.
This is a process of proving to Google that your website should be the one people see when they search for what you offer. That proof builds over months, not days. It’s why consistency matters more than any single tactic.
Why SEO and Google Ads Work Better Together
We don’t recommend running Google Ads without SEO. The two have a symbiotic relationship that most businesses miss.
Google Ads fills the gaps where your SEO hasn’t reached yet. You’re paying to appear for the searches you haven’t earned organically. But those paid visits do more than generate leads directly. When someone clicks your ad and completes their search on your site, that signals to Google that your site satisfied the searcher. We call this a completed search session, and it’s one of the strongest signals you can send. That signal helps your organic rankings.
So Google Ads doesn’t just fill gaps… it actively helps your SEO by proving to Google that your site deserves to rank for those terms.
As your SEO builds and you start ranking organically for more terms, you can pull back your ad spend on those keywords and redirect it to the terms where you still need coverage. The result: your total cost per lead drops over time while your visibility keeps growing. Running only one is leaving results on the table. Both together compound each other’s effectiveness.
Want to understand how SEO and Google Ads would work together for your business? Talk to us and we’ll map it out for you.