About Daily Sports
Daily Sports was founded in 1995 and paved the way as Sweden's first clothing brand exclusively for female golfers. Today, Daily Sports sells golf and outdoor clothing for women in over 30 countries. The clothes are designed by women, for women, and are mainly aimed at the 35-60 age group. Combining style, quality and creative design, they are suitable for many different occasions: at the gym, at work, on the golf course or when socialising with friends.
The aims of the collaboration
Daily Sports has undergone a rebranding process in order to reach a wider target group for both their golf and outdoor clothing. Using SEO, their goal is to improve their organic rankings for relevant keywords and to reach new customers.
"I have worked with Beet before and was very happy with our collaboration"
— Lisa Grahn, Interim Head of E-commerce
Daily Sports’ SEO Strategy
Beet will help Daily Sports to rank highly for relevant search terms throughout the customer journey, both in Sweden and across Europe. The collaboration will involve content SEO, technical SEO and link building. The SEO work will include the following steps:
1. KEYWORD & COMPETITOR ANALYSIS
A keyword and competitor analysis will provide a clear picture of the competitive situation and of which keywords rank highly and which should be improved. A combination of relevance, search volume and rankings gives us a good overview of what should be prioritised in the first phase. By starting with low-hanging fruit, we will begin to see results relatively quickly.
2. TECHNICAL ANALYSIS
Content is king, but it needs to be combined with a sound technical structure. We also always carry out a technical analysis of the website early in the process to give us a picture of the technical structure and what should be prioritised. Problems with technical aspects of a site can have huge negative effects on rankings.
3. CONTINUOUS IMPLEMENTATION AND OPTIMISATION
In addition to the low-hanging fruit, we also have a long-term strategy for how to structure the site to rank highly for all relevant search terms. This includes the building of a new menu structure designed specifically with SEO in mind, where we will divide golf and outdoor clothing into separate segments. This will not only make the menu tree more user-friendly, but also increase the chances of ranking highly for a large number of keywords.
We will also focus heavily on articles to ensure that Daily Sports is shown in long tail searches and to give users helpful Information and advice on different matters - everything from how to practise your golf in the winter to how best to dress layer-upon-layer. In this way, we will meet users in the upper-funnel and mid-funnel phases of their purchasing journey – where the user is at the information-gathering stage or is interested in a product or brand and wants more information.
We will begin by optimising existing articles that are low hanging fruit, i.e. those which already rank but could rank considerably higher. We will then expand the content with informative copy based on search volume and relevance. As well as improving the ranking for long tail searches, this strengthens key pages with links, known as topic clusters.
4. ANALYSIS AND FOLLOW-UP OF RESULTS
We will present regular analysis and reports showing the results of the measures we have implemented and discuss the next steps.
Collaborated with Beet previously
Lisa Grahn, the Interim Head of E-commerce at Daily Sports, worked closely with Beet before, when she held the same position at the e-commerce agency Beyond Retail and Beet worked with that company's SEM, SEO and paid social. She is now helping to take Daily Sports to the next digital level, and Beet is proud to have been entrusted with the vital task of helping Lisa’s new employer to implement an SEO strategy.
"I have worked with Beet before and was very happy with our collaboration. Josefine brings a clear and structured approach, which makes it easy for us in the e-com team to carry out planned measures that both generate great SEO results and optimise the customer journey on the site. I’m now excited about our new SEO partnership.”
/Lisa Grahn, Interim Head of E-commerce
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