SEO & Content Strategy: Global Fitness

Global Fitness Ecommerce Brand

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The Brief

In June 2020, Careful Feet Digital started working in partnership with one of the biggest on-demand fitness companies in the world to provide a full SEO strategy that they could implement in-house. We created an in-depth SEO strategy which included a detailed competitor landscape and analysis and full audits of the client’s technical SEO, UX and branding, keyword rankings, backlink profile and content, followed up with an actionable strategy for each area. Our work has already seen an increase in organic traffic by 72.14%, provided a 14.47% increase in keyword rankings, a 31.7% increase in first page rankings on SERPs and 1,244 additional keywords ranking in top 3 positions on SERPs in the US.

Challenges

The client site was performing quite well organically, up to a point, without any real strategy or direction for rankings and growth. The biggest challenge facing them at this moment in time was the rapid growth of direct competitors in the industry and new players in the market coming forward with alternative solutions for the same target audience. To stay competitive, in such a saturated and fierce industry, our client needed to refresh their foundations from the ground up and implement a solid, data-driven strategy to stay on top.

How Careful Feet Digital helped

Because the main logo of My Lifeline had already received strong testing, we wanted to build a more cohesive visual language surrounding it to support the brand’s high-end wellness aims. By updating the typefaces, building out a robust color palette, and creating a wordmark that could be used in places where the main logo wasn’t appropriate, we created a foundation off of which all future visual decisions could be made.

It was important that we create guidelines for appropriate usage in order to build brand awareness regardless of where our branding was being used. So, we developed a brand book to pass along to the client, giving them all the information they’d need going forward.We were approached to provide an actionable strategy to a very large and complex global brand facing new and challenging competition in a fast growing market. Although rankings and traffic were already high, they were not growing at the rate that new competition was and direction needed to be changed in order to stay ahead. We analyzed the whole market, including direct, indirect and new faces in the competition to explore strategies being used to target the same audience. We then identified areas at a foundational level that could be optimized technically and from a UX perspective on the website before creating a strategy to improve keyword rankings, onsite static and dynamic content and offsite profile management. In less than six months, our work has already experienced positive results across the board. 

 

We have seen an increase in organic traffic by 72.14%…

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