Recent Awards Won:
ASICS, one of the leading sports retailers in the world, approached Re:signal in December 2018 with a desire to generate an uplift in organic search traffic and revenue across European sites, following previous years of organic search decline and stagnation. Since we began working together, we’ve seen solid increases in both organic traffic and organic revenue thanks to a combination of optimising existing content and creating new engaging content for our target audience of new and experienced athletes.
Defining our goal
When ASICS first engaged our services back in 2019, the objective they set for us was to help them catch up with their European competitors that were outperforming them in terms of visibility, traffic and revenue.
Over the years this goal has remained consistent, with a laser-focus on continually driving continual organic growth, although our approach has had to adapt to rapidly evolving search trends—as well as broader business objectives.
Our most recent targets for the partnership were:
- 20% increase in organic revenue
- 30% increase in traffic to ASICS’ advice blog
- 15% increase in traffic to ASICS’ category pages
“We were consistently missing our targets on organic revenue growth… With 26 websites in 8 different languages, we just didn’t have the in-house expert SEO knowledge that we needed”
Andrew Longley
Senior E-Commerce Performance Manager – ASICS Europe
Our approach
We developed and executed an international content strategy across 10 languages in 14 countries. This included the creation and optimisation of new and existing informative articles and guides, two types of category pages and an FAQs section, alongside on-site technical optimisation.
- We implemented key technical SEO actions by working together with the in-house team in deployment sprints to ensure we had a solid platform to build upon.
- We optimised 2,000+ PDP (product detail pages), improving on-site optimisation for key existing pages with the opportunity to boost rankings and traffic.
- We created content for 600+ existing PLP (product listing pages) in tier 1, 2 & 3 markets by order of priority. This copy is internally linked to relevant product/category landing pages for a strong internally connected architecture. In the commercial sense, these optimisations to date have had the most impact on the brand, as an uplift across these category pages meant
significant revenue uplift. - We created a ‘Running Advice’ and ‘ASICS Advice’ content hubs which we populated with 1,000+ informative articles, centralised in English and localised in French, German, Spanish, Italian, Dutch, Polish and Portuguese.
- We regularly updated/optimised key content pages to ensure all existing content is aligned with E-E-A-T principles and that we are the authority on the topic, mainly optimised for head terms and associated queries. This helped the Passive Link Acquisition strategy with some of the top-tier publications/running magazines and sites linking to these pages without any outreach and compounding the link profile growth.
"I’ve had the pleasure of working with ASICS for the past four years. Our partnership has been built on strong relationships, which have enabled us to deliver impactful work and achieve consistent year-on-year organic growth. From winning Global Search Awards to embracing a truly collaborative, cross-channel approach, there have been many highlights. But what stands out most to me are the people, the relationships we’ve built, and the outstanding results we’ve achieved together."
Callum Lockwood,
Head of SEO
The Business Impact
Since working with ASICS to drive organic performance we’ve achieved incredible results, delivering in a few key areas:
1. We helped up-skill the ASICS in-house team – by acting as an extension of the ASICS team, we trained their SEO analysts on useful tools, helped improve the content turnaround time & supported general site maintenance.
2. We prioritised by value to drive organic growth for ASICS – putting the customer first to ensure that we’re focusing our efforts on the market opportunity to target awareness, consideration and conversion traffic, in order to grow meaningful organic traffic and revenue growth, adapting to changing search demand trends during Covid.
3. Year-over-year growth of organic revenue, totalling more than seven figures in 2024 (+81% compared to 2023).
4. Developed two new content hubs that are now major drivers of traffic to the ASICS website: the ASICS Advice Blog and Running Advice Blog.
"Re:signal were able to diagnose the problem perfectly and produce a detailed strategy that gave us 100% confidence that it would get results"
Andrew Longley,
Senior E-Commerce Performance Manager
