B2C E-Commerce SEO
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+300% site users
+39 top 3 keyword rankings
+182 top 20 keyword rankings
Challenge
Golfway, a B2C golf equipment E-Commerce store, came to us for assistance with building their online presence in the golf market.
Golfway is a subsidiary of Masters, a world-renowned B2B golf equipment supplier, so they actually ranked well for brand terms. But this only made up a small percentage of potential traffic. If Golfway wanted to unlock this untapped audience, it also needed to rank for product terms.
However, due to a lack of information on the website, short product descriptions and the low site authority, they struggled to compete for key e-commerce terms ahead of huge global competitors such as American Golf.
So, they turned to us, a trusted digital agency, to help them optimise their site. The team had two key approaches…
Solution
Our team looked at Golfway’s website in two ways: how do we build organic rankings in a way that also gets more people to the site, and how could they encourage those people to convert into a purchase?
Firstly, the site needed to build trust, both with search engines and users. To capture both, the team devised a plan to build a blog with articles covering topics from guides, news and updates across the golf industry. The blog was a great way to utilise internal linking and plug their own products to help solidify Golfway as experts in their industry and ultimately increase site authority.
Similarly, the blog targeted keywords competitors were not targeting, for example, “left-handed…” terms. While this term, for example, only holds a small place in the market, it drove high-intent traffic to the site. By replicating this across a variety of keywords, Golfway could capitalise on an audience that their competitors weren’t.
Secondly, Golfway wanted to drive conversions from the increased site traffic. The optimised blog drew in a lot of top-of-funnel users, so it was crucial for Golfway to nurture them to a purchase. This was achieved by positioning themselves as a trustworthy and expert provider of golf equipment, with the team focusing on writing in-depth, informative product descriptions to ensure the journey was as smooth as possible.
Result
The approach to Golfway’s site was extremely effective. The blog meant the site's authority grew over time, and search engines began to push the site up the organic rankings. It also drew in a huge number of site users, who then enjoyed a much smoother journey across the site, allowing for simpler purchasing from Golfway.
The site saw 10 successive months of traffic growth, with a 300% increase in users. Plus a massive increase of 39 top 3 keywords, 83 top 10 keywords and 182 top 20 keywords!