How Intersport Grew Organic Revenue by 33.5% in 6 Months

Challenges

Intersport had the brand, the stores, and the product range but their online search presence wasn’t keeping pace. Despite being one of Australia’s most recognised sports retailers, the site had been losing keyword ground, with inconsistent indexation over two years and key pages missing the right content for Google to rank them effectively.

• Technical issues across the site were quietly holding back performance, preventing Intersport from reaching its full potential in search.
• Key pages were missing targeted keywords in their metadata, meaning Google couldn’t properly match them to what shoppers were searching for.
• Pages targeting priority keywords lacked the authority needed to compete against well-established sporting goods retailers online.

Approach

Sporting goods is one of Australia’s most competitive search landscapes. With established giants dominating the top of Google, OMG dove in to set the foundation for serious wins.

• Fixing technical issues to ensure every page was properly set up for Google to find and rank
• Expanding and optimising content across key category pages to capture more searches and close the gap on competitors
• Building authority through consistent monthly link building targeting Intersport’s most valuable pages.

Strategy & Execution

Technical fixes to make the site work harder

OMG audited the entire site and resolved the issues holding it back: optimising URLs, metadata, internal links, and site speed to ensure every page was properly set up for Google.

Content expansion to capture more shoppers

Key category pages were enriched with FAQs, expanded product descriptions, and optimised copy giving Google more to rank and shoppers more reason to click.

Blog content to grow keyword reach

A consistent blog strategy targeted informational searches across Intersport’s key sport categories, building topical authority and supporting rankings across the site through internal linking.

Link building to close the authority gap

Monthly link building targeted Intersport’s highest-priority pages: running shoes, football boots, and basketball shoes, steadily strengthening the site’s credibility against larger, more established competitors.

Key Results

• Increased, organic revenue by 33.5% YoY, reaching $1.6M
• Increased, purchasers by 28.6% YoY, with average purchase revenue per active user up 25.5%
• Increased, total ranking keywords by 8% in 6 months (from 104,380 to 112,554)
• Increased, Page 1 (4–10) rankings by 10% in 6 months
• Increased, organic search share to 29% of all site traffic, the largest driver of sessions
• Increased, sessions on /collections/nike-bags by 46,336% (from 11 to 5,108)

Key rankings achieved:

• Kids slides – Avg. Pos 8 (from Avg. Pos 23)
• Sneakers for men – Avg. Pos 11 (from Avg. Pos 26)
• New Balance running shoes – Avg. Pos 12 (from Avg. Pos 21)
• ASICS running shoes – Avg. Pos 11 (from Avg. Pos 19)

• 33.5% Increase in Organic Revenue YoY 
• 28.6% Increase in Purchasers YoY
• 112,554 Total Ranking Keywords, Up From 104,380