How PAL Line PTE LTD achieved remarkable growth with Bthrust SEO strategies
PAL Line PTE LTD, a logistics company, faced several website issues that affected its online visibility, user experience, and conversions. Despite having a multilingual website, the company struggled to connect with its target audience due to poor content translation and technical problems. The website was slow, outdated, and had low search rankings, leading to fewer visitors and even fewer conversions.
To overcome these challenges, PAL Line PTE LTD partnered with Bthrust, an expert SEO agency in Singapore. The goal was to optimise the website, improve search rankings, and increase conversions. Within three months, Bthrust’s SEO strategy delivered impressive results, including a 60% increase in organic traffic, a 38% increase in conversions, and an 85% rise in impressions.
About PAL Line PTE LTD
PAL Line PTE LTD is a logistics company that provides shipping and freight forwarding services. The company helps businesses transport goods efficiently and reliably across different locations.
This project was carried out under the Digital Marketing PSG (Productivity Solutions Grant) initiative, a government program that supports small and medium-sized businesses in adopting digital solutions. Through this grant, PAL Line PTE LTD was able to invest in a well-planned SEO strategy to improve its online presence.
Challenges Faced by PAL Line PTE LTD
Before working with Bthrust, PAL Line PTE LTD’s website had several issues that limited its ability to attract and convert visitors.
1. Multilingual Website Issues
Although the website supported Chinese, Burmese, and English, all pages displayed English content. This made it difficult for non-English-speaking users to understand the information. A multilingual website should have properly translated content to cater to different audiences.
2. Duplicate Meta Tags
The website had identical meta titles and descriptions across multiple pages. This is a problem because search engines use these tags to understand what a page is about. When different pages have the same meta tags, it confuses search engines, leading to lower rankings.
3. Slow Loading Speed
The website took too long to load, which frustrated visitors and increased the bounce rate (the percentage of users who leave without interacting). A slow website negatively affects both user experience and SEO rankings.
4. Outdated WordPress Version
The website was running on an old version of WordPress, making it vulnerable to security risks, bugs, and performance issues. Outdated websites often have compatibility problems, which can affect functionality.
5. Low Conversion Rates
Even when visitors came to the website, very few took action, such as making an enquiry or booking a service. This meant that the website was not effectively engaging or guiding users towards a conversion.
6. Poor Search Engine Rankings
The website struggled to appear in search results for important industry-related keywords. Without good rankings, potential customers could not find PAL Line PTE LTD easily, leading to fewer visitors and lower brand awareness.
Our SEO Strategy for PAL Line PTE LTD
Bthrust created a customised SEO plan to tackle these challenges and improve website performance.
1. Multilingual Optimisation
To make the website more user-friendly for Chinese and Burmese visitors, we:
- Properly translated content for these languages
- Ensured that meta tags, headers, and image alt texts were also in the correct language
- Set up hreflang tags, which help search engines serve the correct language version to users based on their location and language preferences
This change improved engagement and accessibility for non-English-speaking visitors.
2. Meta Tag Optimisation
We identified and corrected duplicate meta titles and descriptions by:
- Writing unique meta titles and descriptions for each page
- Including relevant keywords in meta tags to improve search rankings
- Ensuring meta tags were within the recommended character limits for better readability on search results
This helped search engines understand each page better and improved the website’s visibility.
3. Website Speed Improvement
A slow website drives visitors away, so we took several steps to boost speed and performance:
- Compressed and optimised images to reduce file sizes without losing quality
- Removed unnecessary plugins and scripts that were slowing down the website
- Enabled browser caching so returning visitors could load pages faster
- Improved server response time by optimising the hosting setup
After these changes, the website loaded much faster, improving user experience and reducing bounce rates.
4. WordPress Update
Upgrading WordPress was essential for:
- Fixing security vulnerabilities
- Improving website stability and performance
- Ensuring compatibility with the latest SEO tools and plugins
This update enhanced overall website functionality and made future improvements easier.
5. Conversion Rate Optimisation
To increase enquiries and bookings, we made the website more user-friendly and engaging:
- Improved the layout and design to make navigation easier
- Added clear and visible call-to-action buttons to guide users towards important actions
- Simplified the enquiry and booking process to reduce friction
These changes encouraged more users to take action, leading to higher conversions.
6. Search Engine Ranking Improvement
We worked on on-page and off-page SEO strategies to improve the website’s ranking on Google:
- Keyword Research: Identified the most relevant search terms for PAL Line PTE LTD’s industry
- Content Optimisation: Created and updated web content with the right keywords
- Technical SEO Fixes: Improved website structure, mobile-friendliness, and internal linking
- Quality Backlinks: Built high-quality backlinks to increase website authority
With these improvements, PAL Line PTE LTD climbed higher in search results, making it easier for potential customers to find them.
Results Achieved
Within three months, the targeted SEO strategy delivered impressive results:
1. Increase in Organic Traffic
- 60% more visitors came to the website through search engines
- The improved search rankings helped attract more potential customers
2. Higher Conversions
- 38% increase in conversions meant more visitors were taking action, such as making enquiries or bookings
- The improved website layout and clear call-to-action buttons made a big difference
3. Greater Impressions
- 85% increase in impressions showed that the website was appearing in more search results
- This helped boost brand awareness and credibility
