In the world of ecommerce, especially in a niche like boxing gear and sports apparel, standing out online is everything.
For Spennymoor Sports, an online retailer specialising in high-quality boxing boots, gloves, protective gear, apparel and equipment from top brands like Nike, Adidas, Rival, Winning and Fly, digital marketing has become the cornerstone of their growth.
With the support of Outrank, Spennymoor Sports has used SEO and complementary digital strategies to grow traffic, boost sales and build brand authority.
This case study breaks down the tactics and results, exploring how a targeted digital marketing campaign has helped Spennymoor Sports thrive in a competitive ecommerce landscape.
The Role of SEO in Ecommerce Success
SEO (Search Engine Optimisation) is critical for ecommerce stores. It ensures potential customers can find your website when they search for relevant products. For Spennymoor Sports, ranking for high-intent keywords like “boxing gloves” or “boxing boots” means attracting shoppers who are ready to buy.
Why SEO Matters for an Online Sports Retailer:
- Increased organic traffic from shoppers already interested in boxing gear
- Higher visibility in Google search results, even above major competitors
- Improved product discovery through optimised product listings
- Better return on investment compared to paid advertising over the long term
Keyword Strategy: Targeting High-Intent Boxing Terms
To compete in ecommerce, it’s vital to target keywords that match both the products sold and the things that potential customers are searching for.
Spennymoor Sports, with guidance from Outrank, developed a strategy targeting a range of relevant keywords:
Primary Keywords Targeted:
- boxing boots
- boxing gloves
- boxing vests
- boxing shorts
- boxing equipment
- boxing head guards
- boxing groin guards
These keywords were carefully implemented across category pages, product descriptions, meta data, image alt text and internal linking structures.
On-Site SEO Tactics That Delivered Results
On-page optimisation was the first step. Outrank helped Spennymoor Sports optimise key elements across the site:
- SEO-Friendly URLs: Clean, readable and keyword-rich.
- Product Titles & Meta Descriptions: Optimised for both keywords and conversions.
- Category Pages: Built out with useful content and internal links to subcategories.
- Image Optimisation: File names and alt tags targeting key terms like “Nike boxing boots”.
- Mobile Responsiveness: Ensuring seamless user experience across all devices.
By aligning content structure with user search behaviour, the website started gaining traction in search rankings.
Content Marketing & Blog Strategy
To build authority and answer searchers’ questions, Outrank developed a content strategy that included:
- Buyer’s Guides: E.g., “How to Choose the Right Boxing Gloves”
- Brand Spotlights: Featuring brands like Fly, Winning and Rival
- Training Tips: Useful advice to support their core customer base of boxers and athletes
This content not only attracted new visitors but also helped with internal linking and keyword relevance.
Link Building: Boosting Authority with Backlinks
Search engines treat backlinks from trusted sources as votes of confidence. Spennymoor Sports built links through:
- Guest posts on boxing and fitness blogs
- Collaborations with boxing influencers and coaches
- Brand mentions in sports gear round-ups and buyer guides
- Product reviews on partner sites
These efforts increased the domain authority of the site and improved rankings for competitive search terms.
Google Business Profile and Local SEO
Although ecommerce is national or even global, local SEO still plays a role in driving trust and visibility.
- Google Business Profile Optimisation: Showcasing reviews, product images, and updated contact info.
- Local Directory Listings: Ensuring consistent NAP across directories like Yell and Bing Places.
- Customer Reviews: Gathering and showcasing testimonials to build social proof.
Even for an ecommerce business, these local signals contributed to better trust and click-through rates.
Ecommerce PPC & Google Shopping Ads
While SEO builds long-term traffic, Spennymoor Sports also invested in paid media to target customers at the bottom of the funnel.
Google Shopping:
- Product feeds optimised with accurate titles, GTINs, descriptions, and images
- High-intent targeting for terms like “Adidas boxing gloves” and “Nike boxing boots”
Search Ads & Display:
- Brand-focused campaigns
- Remarketing to site visitors
- Promotions aligned with product launches and seasonal sales
These ads helped the brand dominate both paid and organic real estate on search engines.
Social Media Marketing & Engagement
Spennymoor Sports leveraged social platforms not just for branding but also to drive traffic and conversions.
- Instagram: High-quality visuals of products in action, influencer collabs, giveaways
- Facebook: Product updates, ad campaigns, and engaging with the boxing community
- TikTok & YouTube Shorts: Showcasing gear in training environments, sponsored athlete content
Social content also acted as a trust-builder, especially with video reviews and tutorials.
The Website as a Sales-First Digital Platform
Outrank treated the Spennymoor Sports website as a sales machine, optimised for:
- Conversion Rate Optimisation (CRO): Improving product page layouts and CTAs
- Trust Signals: Clear returns policy, secure checkout, and verified reviews
- User Experience (UX): Fast loading speeds, clear navigation, and mobile-first design
Every enhancement aimed to reduce friction and guide the customer from landing to purchase.
Ongoing Reporting & Growth Strategy
Outrank continues to support Spennymoor Sports with:
- Monthly SEO reporting on traffic, rankings, and ROI
- Campaign optimisation across SEO, PPC and social
- Market research to uncover new keyword and product opportunities
- Competitor analysis to maintain a digital edge
From Gloves to Google: Spennymoor Sports’ Digital Marketing Success
Spennymoor Sports is a prime example of how ecommerce brands can thrive when digital marketing and SEO strategies are aligned. With the support of Outrank, they’ve grown visibility, captured a loyal customer base, and strengthened their position in a highly competitive market.
Whether you’re selling boxing gear or other sports equipment, the digital landscape is your biggest opportunity. SEO, PPC, content, and ecommerce-focused strategy are no longer optional – they’re essential.
Looking to grow your ecommerce business like Spennymoor Sports? Partner with Outrank today and build your brand where it matters most: online.
