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Where Quality Meets Performance In Fitness Equipment

In the ever-evolving landscape of fitness and wellness, a prominent commercial fitness equipment manufacturer in St. Louis was looking to enhance their online presence and digital reach. Facing the challenges of fierce industry competition and the need to connect with a broader audience, this fitness company sought the expertise of our SEO team at Matchbox Design Group. We’ll walk you through our strategy, execution, and outstanding results that were achieved through collaborative efforts in this fitness eCommerce SEO case study.


Health & Fitness

Fitness eCommerce SEO Case Study Strategy & Implementation. Woman riding stationary bike.

Client Background

This client focuses on two core principles: crafting high-quality fitness equipment and delivering exceptional service. As the largest privately-held commercial fitness equipment manufacturer in the United States, they offer a diverse range of premium strength, cardio, and flexibility gear. Their commitment to integrity is unwavering, from the materials used to their dedication to customer satisfaction.

In 2020, they acquired another well-known fitness manufacturer, reinforcing their dedication to quality, design, and service. They go beyond equipment supply; they are strategic partners providing custom solutions and support.

fitness company SEO


  • Competitive fitness industry and saturated online market
  • Quick evolving SEO landscape
  • Lack of SEO & content strategy
  • Technical issues such as site speed and mobile-friendliness
  • Bad user experience on product pages

Goals & Objectives

  • Improve organic visibility
  • Secure a competitive advantage
  • Formulate and implement an effective SEO & content strategy
  • Improve brand visibility
  • Enhance user experience on key landing pages

Strategy & Implementation

Our SEO journey with this client began with formulating an SEO strategy. We initiated the process by conducting a site audit and in-depth keyword research, pinpointing high-value fitness equipment keywords to guide our optimization and content efforts.

Next, we optimized on-page elements comprehensively, including meta tags, headers, and content, aligning them with our chosen keywords to boost visibility and user experience. Technical SEO enhancements followed, where we meticulously addressed issues affecting site performance, ensuring fast load times and mobile responsiveness.

Content also played a pivotal role as we regularly published informative articles and fitness guides, solidifying them as an industry authority. We also fostered valuable relationships in the fitness industry, securing authoritative backlinks to elevate their domain authority.

Continuous monitoring and adaptability were essential, driven by data insights and algorithm changes. Our user-centric approach was unwavering, improving the user experience on a handful of key landing pages. We made sure to provide transparent communication with their team throughout this process to ensure they were kept informed about progress and opportunities.

Fitness eCommerce SEO Case Study Strategy & Implementation
Fitness eCommerce SEO Case Study Results.


  • Increased organic users 169%
  • Increased organic new users 177%
  • Increased organic revenue 717%
  • 149% increase in organic sessions
  • Increased page one visibility from 30% to 52%
  • Average position improved by 35 positions – improved by 77%
  • 65% increase in organic visibility
  • 98% increase in total sales

Contact Matchbox Design Group Today!

If your website could use a refresh or you’re looking to drive more traffic to your site, fill out the form below and we’ll contact you to learn more about your digital needs.