Fleet Feet Case Study | Digital Position™

Pos. 2
For the term "running shoes"

Less than 1%
Bounce rate for Running Shoes page

5 months
To reach top 5 search results

98/100
PageSpeed Insights score for that page

The Journey

Fleet Feet wanted to rank on page one for the term “running shoes.” Prior to the creation of our strategy, the site had been ranking on page 3+ for mix landing pages.

Our optimization efforts included creating an evergreen landing page that would target the keyword. We decided that the keyword had mix intent, so we wanted to be sure that users landing on the page could learn about running shoes while also being able to shop inventory. Additionally, all other competitors had gender-specific inventory pages ranking, so we made sure that ours catered to both men and women. We believed this would help promote strong user engagement metrics. Once the landing page was complete, we implemented an internal linking strategy that would help position the new page higher up in the sitemap hierarchy.

THE RESULTS

Shortly after the page went live, it started ranking for the keyword "running shoes" and solidified itself as the dominant landing page for the keyword.

The landing page lived outside of page one for 4 months, then spent a few weeks at the bottom of page one. It then moved up into the top 5, and one week later was positioned in #2 for the keyword "running shoes."

Pos. 2
For the term "running shoes"

Less than 1%
Bounce rate for Running Shoes page

5 months
To reach top 5 search results

98/100
PageSpeed Insights score for that page

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