Five Brands Smashing SEO

We’ve delved into the innovative approaches of five standout brands — Gymshark, Compare the Market, Runners Need, Ninja, and LEGO Retail — to uncover the secrets behind their SEO triumphs.

From captivating content strategies to technical wizardry, these brands are not only climbing the ranks on search engine results pages (SERPs) but they’re also carving out their own digital empires. 

So, whether you’re a fledgling startup or a seasoned entrepreneur, join us as we uncover the tactics and techniques that are propelling these brands to the summit of SEO success – and discover how you can follow in their footsteps to elevate your own online presence.

• Term used in all product titles in product listing grid: Gymshark consistently integrates the target keyword throughout their product listings using <h4> tags, optimising for search relevance. This meticulous inclusion of the keyword across product titles reinforces the page’s topical relevance, further boosting its ranking for the target term.
• Long-form informational copy: Gymshark goes beyond product listings by providing comprehensive and helpful information below the grid. This includes:
  • USPs of activewear leggings vs traditional leggings
  • Why someone would need activewear leggings specifically
  • How to style leggings, including cross-category internal linkings 

• Dedicated articles matching search intent: Compare the Market strategically creates long-form, comprehensive articles that address keyword clusters aligned with user search intent. These articles are served in formats users expect. Top-level informational content is integrated into the core landing page, while niche articles reside on a content hub, covering topics such as ‘types of car insurance.’ This approach not only meets user expectations but also establishes Compare the Market as a go-to resource for comprehensive information on car insurance.
• URL structure for hierarchical organisation: All informational articles related to car insurance follow a hierarchical URL structure, such as ‘/car-insurance/content/article-name/‘ This structured approach aids Google in recognising the relationships between similar articles and understanding the domain’s breadth of expertise on the subject, enhancing Compare the Market’s topical authority.
• Content Freshness: Compare the Market prioritises content freshness by explicitly stating the date of the last update on each article. This transparent practice signals to both users and Google that the content is regularly reviewed for accuracy and relevance, further enhancing the brand’s credibility and trustworthiness.
• Authorship: Compare the Market prominently displays the author of each article above-the-fold, along with their relevant expertise and experience, such as ‘Insurance Expert.’ Additionally, each author has their own dedicated author bio landing page, showcasing their industry and topic experience through summaries, current and previous job roles, and a comprehensive list of authored articles, both within and outside the Compare the Market domain. This robust authorship strategy not only adds credibility to the content but also reinforces the brand’s expertise and authority in the financial domain.Compare the Market’s strategic approach to building topical authority and demonstrating EEAT not only secures their top position for key transactional terms but also solidifies their reputation as a trusted source of information in the competitive financial landscape.

• Machine-translated content undergoes rigorous native SEO localisation: Working with native SEO specialists who ensure accuracy and natural language flow across all elements of the PDP, including meta tags, headings, and product descriptions.
• Addresses linguistic nuances: On-page copy, such as product names and supporting descriptive content, is meticulously reviewed and refined to resonate with local audiences. For instance, LEGO may adapt product names to reflect linguistic nuances and avoid any particularly negative connotations stemming from more literally machine-translated copy, enhancing relevance and appeal.
• Key PDP elements localised to improve trust: Incorporation of localised pricing and availability information aligns with the user expectations of visiting a local ecommerce website, making the PDPs useful and trustworthy to local audiences.
  
  LEGO Retail’s considered approach to SEO localisation has yielded impressive results. By employing a holistic approach, the brand ensures that PDPs are tailored to meet the specific needs and expectations of each target market. As a result, they’ve seen significant uplifts in both SERP engagement and generic keyword rankings in relevant markets. This demonstrates the effectiveness of their strategy in resonating with local audiences and driving visibility and engagement in key markets.

The bottom line…

In conclusion, the successes of Gymshark, Compare the Market, Runners Need, Ninja, and LEGO Retail illustrate the diverse yet effective strategies that drive SEO excellence in today’s digital landscape. 

From precise keyword targeting to authoritative content creation and meticulous attention to technical details, even if your ecommerce site is not as huge as ASOS or Amazon, you can still strive to optimise your site to the nines, using the strategies that work for big players. 

By adopting and adapting these proven tactics, businesses can navigate the complexities of SEO with confidence, ultimately propelling themselves towards sustainable growth and success in the ever-evolving digital realm.