Darts Corner
Darts Corner
- Local SEO
- SEO
We started working with Darts Corner in mid-2023 as the business aimed to improve its online traffic and revenue, and maintain or grow market share vs. its closest competitors in the market.
The business came to us at the perfect time, just ahead of the kick off of the 2023 darts season which proved to be one of the biggest ever. Our work enabled us to capitalise on this opportunity and sustain long-term growth well into the following year.
The Challenge
Darts Corner is a well-established darts equipment retailer which predominantly sells darts equipment via its website.
Close competitors had started to invest heavily into search marketing, meaning Darts Corner could lose market share for some of the visibility they’d built over the last 20 years.
They came to us following work from other agencies which hadn’t yielded the results they were looking for, to grow their visibility online for key darts terms to attract those new to darts, as well as some of the more specific products and categories that they sell to keen and semi-pro level players.
We started working with the business in mid-2023, before the darts world was ignited by the runaway success and saw a hugely popular period for the sport, with darts fever gripping the UK.
The solution
The site performed relatively well for some niche keyphrases, but visibility was being compromised owing to the site migration not being considered from an organic search perspective. Coupled with this, the site didn’t have very much content which hampered its ability to perform in organic search. The site also suffered from some commonplace duplication of content, which can be fairly standard on Shopify.
We undertook a large keyword research project to identify the most relevant commercial terms, and put together a strategy to improve visibility of these through an onsite content approach.
We mapped landing pages to keywords, ensuring that the most profitable and commercial keyphrases were as visible as possible in search engine results pages. We supplemented this with a blog content plan to position the business as the go-to expert in the sport. Alongside regular reporting, ongoing testing, linking and technical SEO consultancy, we were able to much more effectively target both high-value and research/awareness-based keywords.
The results
Darts Corner saw rankings for the keywords we targeted improve significantly from June 2023 to June 2024, with keywords in traffic driving positions 1 to 3 increasing by 35%. The ranking improvements resulted in significantly more search visibility and increased organic traffic and revenue.
Darts saw a spike in popularity over Q4 as the nation was captivated at this year’s Players Darts Championship. Darts Corner reported record-breaking revenue in January 2024. We sustained this through editorial content aimed at the rise in new audience searches, alongside continued commercial content and technical optimisations to the website.
Headline performance stats
Over the last 12 months working with Darts Corner, we have achieved:
- — 49% YoY organic revenue increase from March to June 2024 compared to the same period in 2023.
- — 62% YoY increase in organic traffic from June 2023 to June 2024.
- — 59% YoY increase in keywords in the top 3 rankings positions from June 2023 to June 2024.
- — Sample keyword ranking in position 1 with associated volumes:
- – darts scorers (vol: 40500 pm)
- – dart board lighting (vol: 8100 pm)
- – dart oche (vol: 6600 pm)
- – soft tip darts (vol: 3600 pm)
Interest in the darts world saw a strong spike in late 2023 as interest in the PDC was higher than expected. The timing of our activity with Darts Corner enabled them to be in the best place to capitalise on this search interest from old and new darts fans, and this work continues to this day as interest in darts remains high and continues to reach new audiences.