The client is an online sports retailer with a broad catalogue across sports categories, equipment, accessories and related buyer content. It already had an in-house e-commerce team. We joined as an SEO specialist within its process, taking on daily tasks, planning and product discussions rather than operating as a distant agency.
Organize category keyword research and useful content that helps shoppers choose products.
The focus was consistency: every category and article needed the same search-support standards, rather than ad hoc attention.
Working as an SEO specialist inside the team changes the pace: tasks move through the team’s daily cycle instead of waiting weeks for separate briefs.
- Reviewed the keyword targeting and metadata of key categories, updating queries, removing duplicates and cannibalization, and refreshing templates.
- Established ongoing metadata support for categories and articles so new pages receive SEO review before publication.
- Designed and launched a Questions and Answers section, from the initial idea and technical briefs through copywriting oversight and publication.
- Planned content around sports seasons, tying the calendar to demand peaks by sport and product group.
- Joined site-structure discussions so search needs informed decisions about new categories and filters.
- Handed the team content-quality criteria, SEO checklists and a process for updating materials.
The main value of this model is the expertise retained inside the team. When our work ended, the standards remained in its guidelines instead of leaving with the contractor. The client continued developing the catalogue using the processes we built together.
Organic catalogue traffic grew 48% year over year. More than 200 items were planned for the internal Questions and Answers section, and SEO standards were handed over for continued use.
| Metric | Result |
|---|---|
| Catalogue organic traffic year over year | +48% |
| Questions and Answers materials | 200+ planned |
| Categories with updated metadata | Main assortment |
Metrics are transcribed from the original case materials. A period is stated where it is recorded in the source.
We recommended these next steps to the client’s team:
- Create sport-specific hubs that connect categories and content for athletes’ searches.
- Strengthen product pages with customer reviews and other unique user-generated content.
- Build GEO visibility so the store appears in AI answers about choosing sports products.