Decathlon

Decathlon Search Engine Optimization Case Study +197% Increase in organic traffic

Decathlon: A Global Sports Retailer Expanding Its Digital Presence

Decathlon is a world-renowned retailer of sportswear and equipment, operating in over 70 countries. To strengthen its market position in Ukraine, Decathlon partnered with Netpeak to enhance its SEO strategy, technical website structure and search engine reputation management (SERM).

Project objectives

Improve non-branded traffic and overall visibility

Optimize technical and on-page SEO to enhance search rankings

Results

+20%

Monthly Increase in Non-Branded Traffic

Growth in Website Visibility

Services provided

SEO

Technical Optimization

SERM

Industry

E-Commerce

Project timeline

January 2023–Ongoing

Decathlon Needed to Increase Organic Visibility and Compete in a Saturated Market

Despite Decathlon’s strong international reputation, entering the Ukrainian market came with challenges. The website had low visibility for key search terms, making it difficult to attract new customers. Structural issues also made it harder for search engines to properly display products in search results. Additionally, strong competition from well-established local retailers like Rozetka, SportMaster and Megasport made it challenging to stand out.

To solve these issues, Decathlon partnered with Netpeak to boost its online presence and attract more organic traffic. Through a targeted SEO and content strategy, we helped improve search rankings, expand keyword reach and increase visibility among potential customers. This approach positioned Decathlon for long-term growth and stronger market competitiveness in Ukraine.

Cooperation Goal

Enhance organic search visibility and attract high-intent visitors

Implement structured SEO improvements to reduce bounce rates and improve UX

Strengthen Decathlon’s position among top competitors in the sports retail segment

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Our Strategy

Our Strategy Increased Decathlon’s Website Visibility by 5x and Non-Branded Traffic by 20%

Conduct comprehensive SEO audits and market research to identify indexing issues and keyword gaps and to understand what drives visibility of other top e-commerce brands

Optimize category and product pages by creating SEO-friendly metadata, refining category and filter-based navigation, and implementing internal linking strategies for maximum visibility

Target industry-relevant blogs, media outlets and influencer collaborations to strengthen Decathlon’s domain authority

Enhancing Content for Search Performance and User Experience

Netpeak implemented a content-driven SEO strategy to establish Decathlon as a leading source of sports-related information while improving search visibility and user engagement.

We optimized content for higher rankings by refining existing blog posts, product descriptions and category pages to align with search intent, improve discoverability and boost engagement

To build trust and authority, we strengthened content credibility using Google’s E-E-A-T standards by incorporating expert-backed insights, customer testimonials and structured data for better visibility

We enhanced internal linking strategy by connecting high-performing pages with new content, guiding users through the purchase journey and improving indexing for better search rankings

Technical SEO Enhancements to Improve Performance & Indexing

To boost Decathlon’s website speed, usability and indexing efficiency, Netpeak executed advanced technical SEO optimizations for a seamless user experience.

We improved website speed & mobile experience by optimizing images, code and caching, ensuring a smooth experience for mobile users

We boosted visibility by fixing SEO errors and broken links for better search rankings, removing duplicate content and improving site structure to help search engines index pages correctly

Our team set up real-time tracking to quickly detect and fix website issues, keeping the site optimized without manual effort

Search Engine Reputation Management (SERM) & Brand Trust Growth

Decathlon needed a strong search engine reputation management (SERM) strategy to build brand trust and improve online credibility. Netpeak implemented a multi-layered approach to enhance brand perception.

We monitored online sentiment, responded to customer feedback, and created trust-building content like testimonials and case studies to reinforce credibility

To drive more foot traffic, we ensured store information accuracy, improved customer ratings and optimized local search rankings

We strengthened brand visibility and audience interactions by encouraging user-generated content, managed brand presence across social media channels and shared engaging content

Project Review

We managed to establish effective communication, test various hypotheses and create a structured work plan for each month. All of this allowed us to achieve and even exceed our organic traffic growth targets without a decrease in conversion rates. Overall, we are satisfied with the results achieved.

Alexey Pavlov

SEO Specialist at Decathlon