Express Freight Services LLC is an Oman-based logistics company offering freight forwarding, LCL consolidation, and customs clearance for import and export shipments. It serves companies and private shippers across Muscat, Sohar, Barka, Saiq, Ibri, and Saham.
After eight years of trading, the business had a strong offering but almost no search footprint: only its home page was indexed on Google. Between June 2025 and October 2026, a focused SEO programme changed that. This is what happened.
The journey of Express Freight Services LLC can be well shown through the data itself.
Below is a series of screenshots of Express Freight Services LLC from Google Search Console:
Google Search Console data shows significant growth in the organic search performance of Express Freight Services LLC between June 2025 and October 2026. During the first 12 days of the project, the website generated 17 clicks and 2.47K impressions, with a click-through rate (CTR) of 0.7% and an average position of 38. Over the last three months compared with the same period a year earlier, clicks increased from 429 to 1.14K, impressions grew from 57K to 101K, CTR improved from 0.8% to 1.1%, and the average position improved from 33.4 to 17.9. Across the full 16-month period, the website recorded 4.23K clicks and 492K impressions. Additionally, the website generated 13.2K impressions from Google's generative AI search results in the latest three-month period, compared with zero in the corresponding period of the previous year. These results demonstrate improved search visibility, increased organic traffic, and growing exposure in AI-generated search results
Below is a series of screenshots from Semrush that show the progress of Express Freight Services LLC:
Semrush data highlights improvements in the website's keyword visibility, backlink profile, and presence across AI search platforms. During the period from 20 September to 20 October 2026, the website ranked for approximately 34–40 organic keywords in Google's top 100 results, while one keyword consistently triggered a Google AI Overview each day. The backlink profile experienced a substantial increase in October 2026, reaching approximately 1.4K referring domains and 1.7K backlinks, of which 94% were follow links. Google's search results distribution consisted of 97.1% organic results and 2.9% AI Overviews. In terms of keyword intent, 72.9% of tracked keywords were informational, 20.8% were commercial, and 6.3% were navigational. Semrush's AI visibility report recorded a score of 14, one brand mention, and 23 cited pages across ChatGPT, Google AI Overviews, AI Mode, and Gemini. Overall, the data indicates growing website authority and emerging visibility across traditional and AI-powered search platforms, although continued keyword growth and stronger brand mentions remain opportunities for improvement
Below is a series of screenshots that show the growth of Express Freight Services LLC from Google Analytics and Bing Webmaster:
Google Analytics data from June 2025 to 19 October 2026 recorded 18,492 users and 19,686 sessions across the website's acquisition channels. Direct traffic accounted for the largest share, generating 16,574 users and 17,137 sessions, while organic search contributed 1,295 users and 1,877 sessions. Although organic search represented a smaller share of total traffic, it demonstrated an engagement rate of 83.59%, substantially higher than the overall website engagement rate of 45.7%. AI Assistant traffic generated 151 users and 170 sessions, with an engagement rate of 67.65%, highlighting the potential of AI platforms as an additional source of visitors. Referral and organic social channels contributed smaller volumes of traffic. The data also shows an increase in daily user activity from March 2026, followed by a notable rise in early October. These findings suggest that organic search attracts highly engaged visitors, while AI-driven traffic is emerging as another valuable acquisition channel.