SEO Case Study - Direct Golf - Blueclaw Media Ltd

SEO Case Study
www.direct-golf.co.uk

DADI award winners

Blueclaw won both nominations, 2009 DADI awards for Direct Golf: -

Best Use of Organic Search (SEO)

Best Use of Paid Search (SEM)

Brief

The brief from our client, Direct Golf UK - one of Europe’s largest golf equipment retailers- was in two parts: to improve natural search rankings and to deliver profitable traffic through a paid search campaign (see PPC case study) based on CPA targets.

Main Tasks

To optimise the site to achieve top rankings for ultra competitive golf related phrases.
To achieve KPI targets for online sales and discount scheme/brochure signups.
To boost the number of visitors to the website.
To improve general phrase and longer tail keyword rankings.

Strategy and Execution

Extensive on-site SEO to improve brand, generic and longer tail search engine results.
Improvement of key landing pages, URL rewrites and site structure optimisation.
Extensive competitor link analysis.
Anchor text keyword driven link building via articles, blogging and online PR.
Extensive content creation strategy.
Development of link baiting strategies and sticky on-site content

Results

Traffic via search engines (non-paid) increased by approximately 200,000 visitors compared to the same time last year.
Sales growth via this traffic has increased significantly- transactions are up by 40%.
Number of online completed transactions from search engine traffic (non-paid) increased by 47%.

Medium-long tail keyword search query examples:

Cheap putter – traffic increase: 315%
Golf shoes uk – traffic increase: 1325%
Taylor Made burner driver – traffic increase: 211%
Callaway drivers for sale – traffic increase: 616%
Mizuno wedges – traffic increase: 100%
Golf balls for sale – traffic increase: 685%

Cemented top 3 Google rankings for extremely competitive phrases such as ‘Golf shoes’, ‘Golf Bags‘, Golf Equipment’, ‘Golf Clubs’ and various long tail phrases within 6 months.