DOUBLING KEYWORD RANGKINGS IN 12 MONTHS

THE CLIENT

  • Predator Nutrition is a UK based supplement vendor with a handful of locations across the UK and an eCommerce store.
  • Organic traffic to their online store was steadily decreasing, month over month, from 2013 until they hired us in March of 2016.
  • Predator tasked our team with stopping the skid in traffic and helping to regain a steady stream of customers from organic search, in both the UK and US SERPs.

The team at FTF helped dig us out of a difficult position from poor work from a previous agency. Our rankings were steadily declining until we hired FTF - they turned our organic traffic and revenue around and we’re back on top.

Phil Slater - Marketing Director of Predator Nutrition

THE PLAN

  • Historically, Predator served as the go-to brand for bodybuilding supplements in the UK. Over time, they introduced new categories, but none performed well in organic search. We wanted to shift the focus back to the viral bodybuilding space.
  • The site ran on a poor implementation of Demandware with a lot of technical issues, largely coming from a botched site redesign, URL and SSL migration. Technical SEO would play a large role in growth.
  • Influencers were taking over the social scene and sites like Amazon began to dominate the SERPs. The landscape in the fitness industry was changing, fast, and Predator needed a more aggressive campaign to keep up with the shift.

THE EXECUTION

  • Technical SEO // Subdomain cleanup, rewrote schema markups, fixed indexation issues with rel=canonical tags on category pages, fixed issues with faceted navigation, fixed issues with duplicate URLs due to improper migration of https (SSL cert), changed crawl directives in Robots.txt file to improve crawl budget.
  • Content // Built a tool to run a large scale content audit to identify low quality pages which could be removed or 301 redirected, built content to tackle mid to bottom of the funnel keywords, created video reviews for their YouTube Channel as well as massive, “complete roundups” for products and their reviews (example).
  • Promotion // Targeted fitness, health, bodybuilding and weight loss bloggers, with a number of value propositions: Sponsored posts / social promo, Guest posts, Free product reviews, Set up a PR campaign where we created a short roundup video + blog post of all the Mr Olympia winners since the tournament’s inception and pitched to journalists

THE RESULTS

3,345%

Increase in keyword visibility

102%

Increase in organic traffic

245

Placement in media and blogs

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