ABOUT THE COMPANY & CHALLENGE

Decathlon is a French sporting goods retailer. With over 1500 stores in 49 countries, it is officially the largest sporting goods retailer in the world according to the numbers it did in 2019. Decathlon has a blog specifically for India where they write content regularly but is failing to get much traction. Even though it has almost 800 published blogs it hardly gets enough traffic to make it a viable medium to engage with the audience or create revenue out of it. The primary goal was to create high-quality content to help people who are looking to participate in sport or learn more about a certain sport. Also, they eventually wanted it to drive some revenue so that it becomes self-sustaining. Health and sports being such a competitive industry with a lot of quality content out there already, we knew that we would have to perform quite extensive research to identify quick wins along with keywords that will drive traffic in the long term.

THE RESULTS

EXECUTION STRATEGY

To start with we have conducted a thorough audit to identify underlying issues that might hinder the blog’s performance on the search and fix. The next immediate step is to repurpose the current content and the last and most important step is to identify new content pieces that will be relevant for Decathlon and will get traffic. We know that initially we would have to stick with topics that have low competition so that we can gain some authority before we tackle the high volume and high competitive topics. Post the SEO audit and fixes, our SEO team worked very closely with Decathlon’s Content team to understand the current methods they are practicing. We did a content audit of their article inventory and identified that most of the content was written for the European audience and not suited to the Indian taste. We had to redo parts of it to make it more relevant. Now to the crucial part where we had to deep dive into the keyword and topic research to identify the topics that we would want Decathlon to write about so that they will start seeing traffic coming in immediately. We were able to identify a lot of topics on a monthly basis that helped them increase their traffic many folds. Within 3 months of starting, we increased the traffic to 10x and were able to achieve a sustainable growth of 100% month on month.