Client Summary
Direct Golf is one of the leading golf supplies retailers in the UK. Founded by PGA Professional John Andrew in 1991 the company has enjoyed massive growth in its 22 successful years of trading. Starting with one small shop in Huddersfield, Direct Golf UK now employs over 300 people and is still run by its founder John Andrew P.G.A. Professional.
Project Brief
Blueclaw has worked with Direct Golf since 2009, and following a period of successful expansion, led by strong online sales, the company set out to further build their online presence in 2012 – embarking on an expanded SEO campaign.
Strategy Implementation
We set about identifying and rectifying site architecture issues – with crawl errors in particular impacting upon the site’s ranking potential. Other significant on-site changes – including the replacement of duplicate content – were also made to increase visibility for key search terms.
Following extensive research the team also identified a new list of target keywords for the site that would encourage better rankings for deep pages.
As well as removing backlinks that were no longer beneficial following Google’s recent algorithmic changes, the outreach team set about developing relationship with quality golf magazine websites and bloggers to secure regular guest posts and mentions – as well as valuable links. We also began monitoring brand mentions on a regular basis to turn them into backlinks wherever possible.
Social Media competitions were created around major golf tournaments, resulting in a considerable number of backlinks and social shares around the domain – with the latter becoming an increasingly important ranking factor within Google’s algorithm.
Results
Month-on-month referrals attributed to SEO activity have increased by 24%, with Brand referrals increasing by 63%.
The Year-on-year growth of the site has also been considerable, with non-brand SEO referrals increasing by 62% and non-brand conversions increasing by 75%.
Activity in 2012 culminated in online Christmas sales that represented a 58% increase over 2011. The site also recently won Best Website at the VENDA-ECMOD Direct Commerce Awards 2013.
90% increase in revenue (direct tr)
109% increase in revenue (Non-brand SEO)
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