DECATHALON CASE STUDY

ABOUT THE COMPANY & CHALLENGE

Decathlon, a French sports retailer, operates 1500+ stores in 49 nations, making it the world's largest sporting goods retailer based on 2019 figures.

Decathlon maintains an India-centric blog with regular content updates, boasting nearly 800 published articles. Despite the extensive content library, the blog struggles to garner sufficient traction, hindering its potential as a robust platform for audience engagement and revenue generation.

The primary objective was to generate premium content aimed at assisting individuals interested in sports or seeking insights into specific sports. Additionally, the aim was to establish a self-sustaining model by leveraging the content to generate revenue over time.

Recognizing the competitiveness of the health and sports industry and the abundance of quality content, we understood the need for thorough research to pinpoint immediate gains and identify keywords for sustained long-term traffic growth.

EXECUTION STRATEGY

Commencing with a comprehensive audit, we've pinpointed potential obstacles affecting the blog's search performance and promptly rectified them. Our immediate focus involves repurposing existing content. Crucially, the final and pivotal step entails pinpointing new, Decathlon-relevant content that guarantees traffic. Initially, we prioritize low-competition topics to establish authority.

After conducting an SEO audit and implementing necessary fixes, our SEO team collaborated closely with Decathlon's Content team. Through a comprehensive content audit of their article inventory, we observed that the majority of the content was tailored for the European audience and not aligned with Indian preferences. Subsequently, we undertook the task of reworking portions of the content to enhance its relevance for the Indian audience.

We conducted thorough keyword and topic research to pinpoint specific subjects for Decathlon's content strategy. By delving into relevant topics, we identified monthly content themes that significantly boosted website traffic. The strategic selection of these topics contributed to a substantial increase in Decathlon's online visibility and engagement, resulting in immediate and sustained traffic growth.

In just 3 months, we surged traffic by 10 times, establishing a sustainable 100% monthly growth rate for continued success.

As a result, Appxem secured an additional two projects from Decathlon India, encompassing SEO responsibilities for their e-commerce platform, further expanding our collaboration and service offerings.

Our partnership has resulted in a remarkable 2X growth for their e-commerce site within just 6 months. Please refer to the attached screenshot for a visual representation of the significant progress achieved through our collaborative efforts.