Fitness Avenue – Case Study
The Client: Fitness Avenue is a leading fitness equipment retailer in Canada, offering a wide range of high-quality products for home gyms, commercial fitness centers, and health clubs.
Site Location: Toronto, Ontario, Canada
Category: Fitness Equipment Retailer
Objective: The goal of this SEO campaign was to enhance the website’s search visibility, increase organic traffic, and improve keyword rankings for high-intent fitness-related searches. To achieve this, we implemented a comprehensive strategy focusing on technical SEO improvements, content marketing, and local search optimization. With growing competition in the fitness equipment industry, our objective was to establish a strong presence both nationally and locally, ensuring sustained organic growth and a stronger brand footprint.
The Challenge:
- Multiple technical SEO issues limited search engine crawling and indexing efficiency.
- The website lacked optimization for high-traffic, relevant keywords, reducing its ability to rank competitively.
- Local SEO efforts were underdeveloped, with an inconsistent Google My Business profile and weak presence in local searches.
- Duplicate content negatively affected ranking potential and search engine trust.
- The backlink profile lacked high-authority links, which are essential for improving domain authority.
- Brand awareness was low, with most traffic coming from non-branded searches.
What We Did:
- Conducted a full technical SEO audit and resolved errors to improve site indexing and performance.
- Optimized site speed and mobile responsiveness for an enhanced user experience.
- Created keyword-rich service and product pages targeting high-priority search terms.
- Developed high-quality blog content on fitness trends, product comparisons, and workout guides to boost engagement and rankings.
- Strengthened local SEO by optimizing Google My Business, increasing citations, and encouraging customer reviews.
- Secured high-authority backlinks through industry collaborations, digital PR, and influencer partnerships.
- Implemented a brand-focused content strategy to increase branded search visibility and customer retention.
Our Results:
Organic Traffic Growth
✅ The website saw a significant increase in organic traffic, with a sharp upward trend visible in analytics.
Organic Keyword Performance
✅ The number of ranked keywords improved across all search categories, with notable growth in Top 3, 4-10, and 11-20 positions. Continuous optimization contributed to improved visibility for commercial and transactional search queries.
✅ The website consistently ranked at the top for competitive search queries in Toronto, solidifying its position as a leading fitness equipment retailer. Competitive keywords such as fitness store, gym equipment, workout bench, fitness accessories, and buy gym equipment achieved high rankings. Below is a summary of the top-performing keywords and their ranking improvements over time:
Position Rankings Increase:
| Keyword | Google Position | Google Rank Change |
| 1 | +42 | |
| gym equipment | 1 | +67 |
| workout bench | 1 | +53 |
| fitness accessories | 1 | +78 |
| workout equipment | 1 | +49 |
| online fitness equipment | 1 | +88 |
| chin up bars | 1 | +37 |
| crossfit equipment shop | 1 | +55 |
| mats for fitness | 1 | +62 |
| gym storage solutions | 1 | +46 |
| online gym accessories | 1 | +74 |
| weight lift equipment | 1 | +69 |
| fitness stores | 1 | +82 |
| gym products online | 1 | +58 |
| gym equipment stores | 1 | +64 |
| work out equipment for sale | 1 | +93 |
| online gym equipment | 1 | +51 |
| buy dumbbells | 1 | +69 |
| fitness shop | 1 | +85 |
| exercise equipment | 1 | +91 |
| buy crossfit equipment | 1 | +41 |
| best fitness bench | 1 | +88 |
| buy gym equipment | 1 | +95 |
| aerobic body bars | 1 | +66 |
Branded vs. Non-Branded Traffic
Before the campaign, nearly all traffic came from non-branded searches.
Before:
✅ Our strategy led to a significant increase in branded search traffic, strengthening brand recognition and customer trust.
After:
Referring Domains & Backlink Profile
✅ A significant growth in referring domains led to a stronger domain authority. The website acquired high-quality backlinks from reputable industry sources, enhancing its credibility and search performance.
Local Search & Google My Business Success
✅ The website secured top positions in Google Maps for key local searches like fitness store and gym equipment. Enhanced Google My Business optimization resulted in increased local engagement and visibility.
Conclusion
The SEO strategy implemented for Fitness Avenue led to substantial growth in organic visibility, traffic, and brand recognition. By addressing technical SEO issues, optimizing content, and enhancing local search presence, the website successfully positioned itself as a leading fitness equipment retailer in Toronto and beyond.
✅ The results of this campaign highlight the power of a well-executed SEO strategy in a competitive industry.