How SportsFuel NZ Used a Content Marketing Strategy To Supercharge Organic Visibility Within 6 Months

increase in overall organic transactions
increase in branded impressions
increase in eCommerce conversion rate


Sportsfuel NZ

About Challenges Strategy & Execution Outcomes Key Results

Content & SEO


Ecommerce & Health

Company Size


About Challenges Strategy & Execution Outcomes Key Results

About Sportsfuel NZ

Sportsfuel NZ began operating in 2006, quickly becoming New Zealand’s 1st Choice Supplement Store. Providing high-quality, top-brand supplements at low prices, Sportsfuel aim to improve the health and energy levels of every customer regardless of their lifestyle, delivered directly to their doorstep


Our content marketing strategy looked at hyper-targeting the protein keyword due to the competitive nature of the health and fitness industry. Focusing on creating high-quality, keyword-rich content, our Gurus looked at optimising key service, category and blog pages to increase organic visibility by honing in on increasing impressions and clicks. 

OMG’s initial audit (valued at $4,000), identified areas to capitalise on to create a path for success. Starting with a Technical SEO overhaul to fix site issues, errors and broken links to improve user experience, our Gurus identified content pieces and internal linking opportunities to solidify the quality of the Sportsfuel site. In doing so, the goal is to boost visibility in New Zealand and drive traffic to the site and therefore conversions as we look to gain increased authority within the health, wellness and fitness space.

  • Large amount of 404 pages present on the site which are not being redirected
  • Metadata and headings are not integrating relevant keywords within the page titles
  • Very low word count and limited use of informative content across core category pages

Strategy & Execution

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Amazing SEO results

By focusing on creating keyword-rich content on key collection pages with the idea to boost overall quality of content and therefore promote visibility, our SEO Gurus were able to produce some amazing SEO results for Sportsfuel.

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Astounding Priority Keyword Wins

One aspect of SportsFuel’s content marketing strategy involved prioritising competition brand keywords to try and claim top 3 keyword positions to steal traffic away from competitors.


Within just 6 months, Online Marketing Gurus was able to supercharge these key collection pages by increasing :

  • Organic transactions by 357% YoY (from 7 to 32)
  • Organic revenue by 361% YoY (from NZ$517.35 to NZ$2,387.21)
  • Organic sessions by 155% YoY (from 195 to 497)
  • eCommerce conversion rate by 79% YoY (from 3.59% to 6.44%)
  • Organic impressions by 49% YoY (from 31,837 to 47,344)

With the focus on creating keyword-rich content, our Gurus were able to achieve:

  • Rank #1 for ‘thermogenic protein’ (was p3)
  • Rank #3 for ‘pre workout’ (was p5)
  • Rank #3 for ‘protein powder’ (was p5)
  • Rank #3 for ‘vegan protein powder’ (was p7)
  • Rank #3 for ‘vegan protein powder nz’ (was p9)

Key Results


increase in overall organic transactions


increase in non-branded organic traffic


increase in branded impressions


increase in eCommerce conversion rate

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