Life Fitness is a globally recognised fitness equipment brand serving the Australian market. Despite strong brand recognition, their organic traffic was significantly underperforming — they had no dedicated content strategy, and critical brand-related searches were going to competitors and resellers.
When the client's focus shifted to their Hammer Strength range, the SEO strategy needed to adapt quickly to capture this new priority search term while maintaining broader organic growth.
No dedicated content strategy
Dynamic content via blogs, EDMs and webinars
Organic traffic significantly underperforming
2,147% organic traffic growth since inception
Missing key brand term rankings
#1 ranking for Hammer Strength fitness
Dynamic Content Strategy
Developed a multi-format content plan combining blogs, electronic direct mail, and webinar content — giving audiences multiple reasons to return and engage with the site.
Keyword Expansion
Built a set of 12 targeted, high-volume keywords leveraged across metadata and content, creating multiple entry points for search engines to crawl.
Webinar SEO
Optimised the client's staff webinar series for search, establishing metadata foundations and marketing support that turned educational content into an organic traffic driver.
Since implementing our SEO strategies in April 2015, Life Fitness's organic traffic sessions grew by 2,147%. The campaign achieved #1 ranking for the pivotal "Hammer Strength fitness" keyword after the client's strategic shift.
Year-over-year comparisons showed sustained acceleration — March 2020 vs March 2019 delivered a 292% increase, reinforcing the compounding effect of long-term SEO investment.