PUMA is one of the world's leading sports brands, bringing fashion-forward apparel and equipment to more than 120 countries worldwide.
Services Provided
Search Engine Optimization
The challenge
Maintaining Search Rank in Competitive Markets
The PUMA team sought our support to provide solutions to their SEO challenges that they were facing with their international websites, some of which stemmed from the development across different platforms. The big catalyst was realization that one of the sites had dropped 60% in organic traffic just by removing one of the popular product lines. Upon deeper review we discovered that they were losing significant search visibility against the main competitors and were not consistently present in the search results for branded phrases.
The solution
Technical SEO for the Win
We identified several immediate opportunities — in particular, search engines were confused about which international site to send visitors to, which required a global redirect fix in order to fully resolve. Other significant opportunities were discovered that would impact search visibility, including improving HREFLANG tagging, fixing internal links, and providing SEO basics such as widening the targeted keywords used in meta tags.
In tandem with the original On-Site Audit, these ongoing technical site updates helped turn this into a success story on all levels. Where order volume lagged, this engagement turned it around within a year to hit record highs over the past two. In European markets, traffic was up even during the typical downturn retailers experience after the December holidays. This signals that the site saw improved keyword visibility, as global audiences were finding the site from a larger set of keyword phrases. Improvement with product listing page (PLP) optimization utilizing available content blocks proved to be an efficient way to fuel this growth.
The outcome
Performance on All Levels, especially Online
With technical SEO implementation, the winning combination was clear. High performance content for high performance brands is a win/win. In working with the PUMA team to implement our SEO recommendations, first page rankings, search impressions and clicks got them back in the global game.
Increase in first page rankings for select markets -
YoY increase in the UK
YoY increase in Germany
YoY increase in France
YoY increase in the US
Search Impressions and Clicks saw dramatic YOY improvements in all select markets:
United Kingdom
YoY increase in organic impressions
YoY increase in organic clicks
Germany
YoY increase in organic impressions
YOY increase in organic clicks
France
YoY increase in organic impressions
YoY increase in organic clicks
United States
YoY increase in organic impressions
YoY increase in organic clicks
Canada
YoY increase in organic impressions
YoY increase in organic clicks