Peter Millar SEO Case Study | Digital Position™

+41%
Increase in average position for all golf keywords

+40%
Increase in total organic traffic to golf pages

+67%
Increase in golf-related organic revenue

3rd
Position on Google for "Golf Clothing"

The Journey

Peter Millar wanted in improve their organic visibility for one of their staple collections: Golf Apparel. We built a keyword map for the golf category and provided optimization suggestions for each landing page. Once the optimizations were put in place, we then evaluated each keyword position and suggested another round of edits to help specific terms that were just outside of page one.

As we saw stronger organic rankings, our next step was to look at click through rate. For pages that were seeing a lower than expected CTR based on current position, we suggested stronger CTA’s in their meta data.

THE RESULTS

Soon after the optimizations were put in place, we started to see a sustained increase in keyword visibility. Many high value keyword terms began ranking within the upper half of page one.

All organic performance metrics were up YOY including sessions, new users, bounce rate, time on page, transactions, revenue and ecommerce conversion rate.

+41%
Increase in average position for all golf keywords

+40%
Increase in total organic traffic to golf pages

+67%
Increase in golf-related organic revenue

3rd
Position on Google for "Golf Clothing"

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