Overview
Delivered competitive SEO and content analysis across a sports retail group's portfolio of store brands, benchmarking each against the market's largest players to inform a shared content strategy.
Who This Is For
Retail groups running several brands, each with its own website, in a crowded market. This case is most useful if:
- your brands compete with much larger national players in search
- each brand team decides its own content and SEO priorities
- nobody can compare one brand's performance with its siblings or competitors
- you want an evidence base before allocating content effort
The Challenge
The group ran several distinct retail brands, each with its own website, in the crowded Norwegian sporting-goods market against much larger national players.
No brand team could see how its content performed against competitors, so none had an evidence base for deciding where to invest content and SEO effort.
Our Approach
The team now behind ECM.DEV ran a competitive SEO analysis across the group's brand portfolio and the wider market.
- Page benchmarking: top-performing pages compared across the group's own sites and major national competitors.
- Keyword difficulty: the effort needed to compete on each brand's priority terms.
- A shared insights deck: findings consolidated into one document used to kick off the engagement.
Impact
One evidence base for every brand. Each brand team could see how it stacked up against its group siblings and the market leaders, not just its own historical numbers.
Grounded in the market. Benchmarking against the largest players kept content priorities tied to what buyers actually found when they searched.
A real starting point. A documented project kick-off, not a proposal left in an inbox.
In a multi-brand group, the sharpest competitor is often a sibling. Seeing both at once is what makes investment decisions fair.
Delivered while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
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