www.houseofgolf.com.au/

Shopify

shopify

Introduction

House of Golf is an Australian online store that has several physical store locations throughout Victoria, New South Wales and Queensland. Their product range revolves around everything golf and overlaps largely with all large and smaller golf shops, both online and offline. The House of Golf team prioritises high-quality gear and many options for every golfer. They know that the latest trend isn’t always what is best for each player, so in addition to stocking many brands, they are also able to customise clubs and offer custom fitting in store.

Insight

House of Golf engaged Megantic’s SEO services in June 2023, having recently undertaken a migration from WordPress to Shopify. In short, this was a failed migration with significant detriment to organic positions and overall revenue.

Our Approach

Our partnership with House of Golf is a prime example of a successful eCommerce SEO strategy. The campaign began at a challenging moment, following a domain migration that left the site at its lowest point in rankings. Through strategic efforts, we achieved consistent, compounding growth, breaking records for top 3 and page 1 keyword rankings just six months post-migration, and continuing this every month thereafter.

Upon beginning the partnership, we immediately deployed post-migration activities to scrape both previous WordPress & current Shopify website structures, mapped and executed all redirects and carried over any content and metadata elements required.

We also:

  • Researched organic market opportunities and created a new website architecture based on the data.
  • Opened 377 new category SEO sales points of entry.
  • Targeted 2997 new keywords for a total of over 209,000 impressions per month.
  • Wrote new optimised metadata based on high intent, transactional keywords.
  • Opened new pages for gender-specific keywords, branded terms and club & filters (such as “Left-Handed Womens Golf Drivers”).
  • Redesigned the menubar to drive crawling for SEO purposes while ensuring a smooth user experience.
  • Created UX friendly sidebar filters that were indexable through Google and driven by search demand

Year on Year Results

After discussions around post-migration recovery timelines, we worked with the House of Golf team and achieved amazing year-over-year results in the first quarter of the 2024 year (January to March).
https://www.megantic.com.au/wp-content/uploads/2024/11/housofgolfgraph.jpg

Summary

Collaboration played a key role in the campaign’s success. We worked closely with the House of Golf team to become a part of their business processes. Discussions around product range and business expansion now heavily involve our eCommerce expertise. Ultimately, the campaign exceeded both client and internal expectations, allowing us to explore new areas for growth and continue expanding the brand’s reach.
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