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. This campaign was managed by SEO Melbourne, Melbourne's specialist SEO agency.
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.
A global fitness equipment brand in the Australian market has a recognition advantage and a search disadvantage. Gym owners, trainers and serious buyers know the name, but the Australian site competes with the brand's own global properties, with distributors and with local retailers for the same product searches. Life Fitness needed its Australian presence to earn its own organic traffic.
The engagement began in April 2015 and ran across a period in which the client's priorities shifted, most notably towards the Hammer Strength range. A long-running programme has to absorb that kind of change without losing the ground already gained.
Organic traffic was significantly underperforming for a brand of this standing, and the cause was the absence of a dedicated content strategy. Without regular content there was nothing new for search engines to index and nothing to bring audiences back. Key brand term rankings were missing too, so searches for the brand's own ranges were not reliably landing on the Australian site.
When the focus moved to Hammer Strength, the strategy had to capture a new priority term quickly while keeping the broader growth intact.
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
The dynamic content strategy came first: a multi-format plan combining blogs, electronic direct mail and webinar content, giving audiences several reasons to return and giving search engines a steady stream of fresh signals. Keyword expansion built a set of 12 targeted, high-volume keywords and applied them across metadata and content, creating multiple entry points for search engines to crawl.
The webinar SEO strand turned an existing asset into an organic channel. The client's staff webinar series was optimised for search, with metadata foundations and marketing support, so that educational content the brand was already producing started earning traffic in its own right.
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.
Since the strategy was implemented in April 2015, organic traffic sessions grew 2,147%. The campaign achieved #1 for "Hammer Strength fitness" after the client's strategic shift towards that range. Year-over-year comparison showed the growth still accelerating late in the period, with March 2020 delivering a 292% increase over March 2019.
The Marketing Director's account is of results beyond what was expected for the Australian market, driven by the content strategy and keyword work. The 292% year-on-year figure five years into the engagement is the evidence for compounding: sustained content investment kept lifting the baseline rather than plateauing.
For a global brand's local subsidiary, or any business whose recognition outstrips its search performance, the Life Fitness programme is the case for turning existing assets, webinars, mailings, product education, into indexed content, and for keeping a small set of priority keywords under continuous management as the business's focus changes.
The next step for a business like this is to give each product range its own content cluster, so that a future strategic shift lands on a foundation that already exists.