How adidas Achieved 80% Organic Traffic Growth in APAC
A leader in market and in the SERPS
Adidas, a global leader in the sportswear industry, aimed to enhance its digital presence in the Asia-Pacific (APAC) region, specifically targeting an increase in organic traffic across its websites. The company enlisted the expertise of Optimising, to refine on-page elements, develop content strategies, and assist with technical SEO across all their APAC website properties.
The objectives of this project were:
- Increase the organic traffic to adidas' Australian website.
- Improve the user experience on product listing pages through better relevance and context.
- Port valuable blog content to English-language sites across the APAC region to build topical authority.
- Optimise website taxonomies and filtering systems to enhance product discovery.
Our Strategy for adidas
The strategy employed by Optimising encompassed a holistic approach to SEO, focusing on both the technical and content aspects of adidas' online presence. The on-page optimisation effort was comprehensive, involving the refinement of metadata, headings, and page copy across adidas' sites to ensure consistency and efficiency. This foundational work was complemented by the development of an enhanced link stack strategy on product listing pages (PLPs), aimed at improving relevance, context, and ultimately, the user experience.
In parallel, a robust content strategy was formulated to identify and port valuable blog posts from international adidas sites to English-language sites across the APAC region. This strategy targeted long-tail keywords, with the dual goal of building the website's topical authority and increasing internal linking opportunities. Additionally, a deep review and optimisation of adidas' website taxonomies and filtering systems were conducted to facilitate better navigation and product discovery on product listing pages.
"A massive thank you to everyone for all the work that you've done, the quality and consistency has been very impressive."
-Senior SEO APAC at adidas
Our Winning Race
The results of this partnership were impressive to say the least:
- Ahrefs now reports over 1 million organic traffic for adidas Australia for the first time, marking an increase of over 80%.
- Growth from approximately 600k to just shy of 1.1M organic traffic within a year, compared to the previous five years' growth of ~7.5%.
- An increase in users of +1.15 million (YoY) across the APAC region, despite traffic losses in Malaysia and Vietnam.
- APAC SEO traffic changes show a year-over-year organic search increase of +7.9%, translating to +1.15M users.
We saw an organic increase of over 80% to 1.1m per month within a year.
A Successful Partnership
The collaborative efforts between adidas and Optimising led to a significant improvement in organic traffic and revenue across adidas' APAC websites. By focusing on a blend of on-page optimisation, strategic content development, and website architecture enhancements, adidas significantly boosted its digital footprint, setting a new standard for SEO growth in the competitive sportswear market.
