A fictional business. The figures are a modelled scenario, not a client result.
SEO case study · Retail & E-commerce
Lakbay Pantry
Filipino snack export e-store · Manila, Philippines
Headline result · 10 months
+189%
international organic orders
The challenge
Diaspora shoppers searched for 'polvoron delivery Dubai' or 'buy dried mangoes UK', but the store had one currency, one language and no feed outside the Philippines.
Roughly ten million Filipinos live abroad, and the snacks they miss most are the ones Lakbay Pantry already packed and shipped. But every search they made — in Dubai, London, Riyadh or Toronto — landed on resellers, marketplaces or nothing at all. The store was invisible exactly where its demand was.
Before · month 0
After · month 10
Polvoron, 24 pcs
AED 39 · Lakbay Pantry
Arrives 4–6 days
Ube polvoron
AED 42 · Lakbay Pantry
Arrives 4–6 days
Pasalubong box
AED 115 · Lakbay Pantry
Arrives 4–6 days
Diagnosis
Before any jeepney leaves the terminal it gets checked: brakes, lights, papers. We ran the same kind of sheet on the store — feeds, crawl, local signals, content.
One Merchant Center feed, targeted at the Philippines only. 0 of 214 SKUs eligible to show abroad.
Fail→ Primary feed + 10 country feeds
38% of products missing GTIN or brand; titles like “Item 0042 – 250g” told shoppers nothing.
Fail→ Title formula: snack + origin + pack
No hreflang. Prices swapped to ₱ by script after load, so crawlers only ever saw pesos.
Fail→ Subfolders, server-rendered prices
Six variant URLs per snack (weight × pack) indexed separately: 1,480 URLs for 214 products.
Fail→ Canonical product, variant params
No shipping or delivery-time data per country; international fees appeared only at the last checkout step.
Fail→ Shipping + return policy markup
Collections named in-house (“Category A – Sweets”). No page matched ‘pasalubong’, ‘ube’ or ‘merienda’.
Fail→ Collections built from query map
The strategy
Built on our Commerce SEO plan, executed as four signs every market had to carry before its route opened.
Free listings were the fastest route to a homesick shopper. We split one domestic feed into a primary feed and per-country supplemental feeds carrying local price, shipping cost and delivery time.
A shopper in Dubai will not convert in pesos. Prices are now rendered server-side in 11 currencies with rounding rules per market, and matched exactly in feeds, schema and checkout.
Collections were rebuilt around how the diaspora actually searches: by snack, by occasion and by memory, each with a short intro, FAQs and internal links from recipe guides.
Each market got its own subfolder with reciprocal hreflang pairs and an x-default, so the UK page ranks in the UK and the Dubai page ranks in Dubai — without duplicating each other.
10-month route
Crawl of 1,480 URLs, Merchant Center diagnostics and a diaspora query map across 11 countries.
One canonical product per snack, variants by weight; GTINs, brand and pack size added to all 214 SKUs.
UAE and UK subfolders with AED and GBP pricing, hreflang pairs and localised shipping feeds go live.
Category pages reorganised around how people search: 'pasalubong boxes', 'ube everything', 'merienda'.
Saudi Arabia and Canada feeds; duty-paid delivery copy and halal labelling surfaced on collections.
Qatar launched; supplemental feed adds shipping-time labels so listings show 'arrives in 4–6 days'.
SGD prices, local holiday collections for Christmas-season gifting, merchant return policy markup.
Domestic-helper Sunday gifting angle on collection copy; feed titles rewritten with snack + origin.
JPY feed and shipping caps; internal links from mango and calamansi guides to collections.
Australia launched: 11 markets on the route board, feed errors under 0.5%, orders index at 289.
Results after 10 months
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
International organic orders
+189%
Markets with active feeds
1 → 11
Shopping impressions
+340%
Avg. order value
+22%
Pick a destination. Use the arrow keys to move along the route.
Route 02 of 11
MANILA → DUBAI
| Query | Market | Month 0 | Month 10 | Feed live |
|---|---|---|---|---|
| pasalubong box online | PH · Manila | #6 | #2 | Home |
| polvoron delivery dubai | AE · Dubai | — | #1 | M3 |
| buy dried mangoes uk | GB · London | — | #3 | M3 |
| ube halaya online | US · Los Angeles | #48 | #4 | M4 |
| filipino snacks riyadh | SA · Riyadh | — | #2 | M5 |
| chicharon delivery toronto | CA · Toronto | — | #2 | M5 |
| otap biscuits qatar | QA · Doha | — | #1 | M6 |
| pastillas singapore | SG · Singapore | #31 | #3 | M7 |
| filipino food delivery hong kong | HK · Hong Kong | — | #5 | M8 |
| philippine dried mango japan | JP · Tokyo | — | #6 | M9 |
| filipino snacks australia | AU · Sydney | #57 | #7 | M10 |
Para po!
Selling to customers in more than one country? We’ll map the queries, feeds and markets for your route.