Melbourne Social Netball organises social netball competitions across Melbourne venues. They were competing against larger multi-sport platforms and national directories for registration searches — platforms with significantly more domain authority and marketing budget.
As a local operator, they needed to dominate the specific Melbourne social netball searches that their target audience uses when looking for a local competition to join.
Losing registrations to larger sport platforms
Owning Melbourne social netball search terms
No location-specific content
Venue-specific pages capturing local searches
Slow registration growth
3.2× conversion growth
Venue-Specific Pages
Created optimised pages for each competition venue and location, capturing suburb-level searches like "social netball [suburb]" that national platforms weren't targeting.
Registration Funnel SEO
Optimised the path from search to registration, ensuring landing pages matched search intent and reduced friction in the sign-up process.
Seasonal Content
Built content around competition seasons, registration deadlines, and social sport benefits — maintaining organic visibility year-round.
The location-focused strategy allowed Melbourne Social Netball to outrank larger platforms for the searches that matter most. Organic traffic grew 1.8× as venue-specific pages captured hyperlocal search demand.
Conversions grew 3.2× — a testament to the quality of traffic driven by intent-matched content and streamlined registration funnels.