GTL Malaysia - SEO Case Study
Overview
Global Track Lines (GTL) is a leading international freight forwarding company in Malaysia. Since July 2009 in Port Klang, Malaysia, we have been delivering reliable logistics and warehousing solutions to clients both domestically and internationally.
When GTL engaged us in November 2024, their website had no search visibility beyond branded terms. This meant that anyone searching for logistics or freight services in Malaysia could not find GTL unless they already knew the brand name.
1,200% increase in search visibility
Challenges & Objectives
Challenges
❌ Poor technical structure leading to crawl inefficiencies.
❌ Service pages not properly categorized or optimized, making it hard for Google to understand relevance.
❌ No topical map for content, resulting in a lack of supporting blog content to target informational queries.
❌ Unoptimized on-page content, with little alignment to user intent and search demand.
Objectives
✅ Increase organic traffic & visibility for both branded and non-branded keywords
✅ Optimize the website’s structure for better user experience and SEO performance
✅ Rank on Page 1 for high-search-volume keywords in the logistics industry
✅ Improve engagement & conversions through optimized content and strategic SEO execution
Our SEO Strategy
Keyword Research & Mapping
- We mapped GTL’s services (freight forwarding, warehousing, container lashing, import/export license applications, sea and air freight) to high-value search terms.
- Competitor analysis revealed large gaps in mid- and long-tail keywords that GTL was missing out on.
On-Page Optimization After Entity Mapping
- We rebuilt GTL’s site architecture to align with entity-driven SEO. Each service was given a dedicated, optimized landing page targeting both head and supporting terms.
Directory Backlink Building
- We acquired authoritative local directory backlinks to strengthen GTL’s domain credibility and improve trust for “Malaysia” geo-modified keywords.
Topical Map & Pillar Topics Creation
- We developed a topical authority framework with pillar pages for logistics services, complemented by blogs targeting subtopics like freight costs, customs clearance, and shipping routes. This allowed GTL to expand visibility beyond transactional terms into informational intent queries.
Results & Impact
Keyword Visibility Growth:
In 2024, GTL ranked for branded searches only.
By 2025, GTL ranked for 100+ high-value non-branded keywords across multiple service verticals.
Highlighted Keyword Improvements:
Freight Forwarder Malaysia → Position 4
Warehousing Service Malaysia → Position 5
LCL International Shipping → Position 6
Container Lashing → Position 6
Export License Application Malaysia → Position 7
- Overall Visibility Increase:
GTL went from <5% visibility in 2024 (branded only) to 65%+ coverage across core service keywords in 2025, representing a 1,200% increase in search visibility.
Traffic Growth:
With page-one rankings for freight, warehousing, sea freight, and license-related searches, GTL’s organic traffic increased by 300%+.
Keywords such as freight forwarder Malaysia (1,000 SV) and warehousing Malaysia (320 SV) are now major traffic drivers, bringing in hundreds of qualified visitors monthly.
This proves that a strong technical SEO foundation, strategic content, and site architecture can drive substantial results.
Conclusion
This case study demonstrates how a well-executed SEO strategy focused on technical fixes, structured content, and intelligent keyword mapping can drive significant growth.
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