- Search Engine Optimisation
- Content & PR
Boosting global search visibility for a leading travel logistics service
Background
Send My Bag is a UK-based luggage shipping service offering travellers an affordable, hassle-free alternative to airline baggage fees. Trusted by students, expats, and holidaymakers alike, they specialise in door-to-door delivery across global markets. With over 15 years of experience, the brand has grown to become a leading personal effects shipping provider in several international territories. To maintain their competitive edge, Send My Bag partnered with Bronco to improve organic visibility, protect brand space in search results, and grow authority through content and digital PR.
Objective
Operating in a highly competitive space, Send My Bag wanted to drive organic traffic and ensure their brand was highly visible across key English-speaking markets including the UK, US, and Australia. Their goals included:
- Enhancing SEO performance through a mix of technical optimisation and content development.
- Localising content for international audiences to reflect regional nuance and consumer behaviour.
- Strengthening brand authority via digital PR and targeted link building.
- Creating useful, search-led content that addresses consumer questions and drives action.
Solution
To tackle a competitive international market, we crafted a holistic SEO strategy that combined precise technical optimisation, targeted content localisation, and authoritative digital PR. This approach was designed not just to improve rankings, but to create a seamless user experience that resonates across key English-speaking regions, ensuring the brand’s message and value proposition cut through the noise effectively.
Strategic international SEO
Our approach to international SEO began with detailed competitor audits and market-specific keyword research. While English was the dominant language across regions, we took care to localise tone, terminology, and intent. Content was adapted to reflect regional quirks, shipping regulations, and seasonal behaviours. We also reviewed site architecture and internal linking to improve discoverability and engagement across all versions of the website. Regular technical reviews and link audits helped clean up legacy issues and maintain site health.
User-focused content development
Our SEO strategy extended beyond rankings—we focused on creating content that truly helps users. This included detailed shipping guides, FAQs, and informational articles to support customers through every stage of their journey. Content was structured and organised around how users browse, improving on-site metrics while boosting keyword relevance. We also identified emerging trends and upcoming travel seasons to shape future content planning.
Authority building through Digital PR
To amplify Send My Bag’s reputation and search authority, we launched a digital PR strategy aimed at securing high-quality, relevant backlinks. Collaborating with journalists and travel editors, we positioned Send My Bag as an expert voice on shipping and travel logistics. Within the first few months, we secured placements in major outlets like Metro and MSN, reinforcing the brand’s credibility and driving referral traffic from targeted audiences.
Outcome
Send My Bag has seen strong growth across its key SEO markets. Year-on-year, impressions for high-value keywords more than doubled, and core keyword routes across the UK, US, and Australia have seen a 2.5x increase in visibility.
Content improvements and structural changes have made the site more useful and accessible, increasing engagement and supporting long-term performance. The digital PR strategy has already resulted in coverage in high-authority publications, strengthening domain authority and brand trust.
By combining international SEO strategy, meaningful content creation, and smart media outreach, Bronco continues to support Send My Bag’s ambition to be the go-to luggage shipping service for travellers around the world.