Gorewear

GOREWEAR, a global leader in high-performance athletic apparel, had been facing declining SEO performance and visibility due to structural changes made to their website. As they embarked on a global consolidation of their website – merging separate platforms for the US, UK, and Germany into a centralised site – they recognised the urgent need for a partner to address these SEO challenges and ensure the new site was optimised for growth. Their heavy reliance on paid search to drive sales was becoming unsustainable, highlighting the need for a robust SEO strategy to unlock growth and reduce dependency on paid channels.

From the outset, our goal was to transform GOREWEAR’s approach to SEO and content. We began by conducting a thorough SEO audit, producing a master sitemap that focused on optimising Product Listing Pages (PLPs) and category pages. This allowed us to identify existing rankings and prioritise the most valuable keywords. We also took a deep dive into the technical aspects of their new website being developed by another agency, ensuring it adhered to best practices for indexing, crawling, and overall SEO health.

However, the project wasn’t without its complexities. With different markets, currencies, and URL structures to manage, we had to navigate a fast-moving timeline, as their site needed to go live by August 2022 to capture the lucrative peak Christmas gifting season. Our strategy prioritised what could be achieved before the launch and outlined a clear roadmap for post-launch improvements.

By working closely with GOREWEAR’s technical teams, we were able to identify and rectify key issues that were preventing Google from properly indexing and ranking the site. We continued to refine and optimise the site, addressing challenges like duplication and international strategy, all while laying the groundwork for sustained growth. 

The results speak for themselves. GOREWEAR not only recovered from its initial ranking declines but also reduced its reliance on paid search, unlocking organic traffic and attracting new markets. The success of this project has cemented our role as a critical partner in GOREWEAR’s ongoing journey, proving that with the right strategy, even the toughest challenges can be turned into opportunities for growth.