With their pragmatic, hands-on collaboration, Granular feels like an extension of our own team—continuously driving improvements, expanding our reach across core categories, and keeping Planeta Sport a step ahead of the competition.
Client
Planeta Sport
Expertise
Research
Strategy
Implementation
Operations
Year
2021 - Present
Planeta Sport is a leading sports retail brand in Serbia, offering a wide range of sportswear, footwear, and equipment from renowned global brands. With both an extensive physical store network and a strong online presence, Planeta Sport caters to a diverse customer base, ranging from professional athletes to casual sports enthusiasts. As an established brand with significant SEO and organic capital, Planeta Sport draws substantial monthly traffic and enjoys high visibility in the competitive sports retail market.
Client words
For the past three years, Granular Group has been our strategic partner in scaling Planeta Sport’s digital presence. They transformed SEO into our fastest-growing channel, delivering year-over-year organic growth. Their deep market insights and tailored content—from expert buying guides to seasonal trend features—helped us engage both seasoned athletes and casual fans, while they provide our teams instant clarity to act on every opportunity. With their pragmatic, hands-on collaboration, Granular feels like an extension of our own team—continuously driving improvements, expanding our reach across core categories, and keeping Planeta Sport a step ahead of the competition.
Branimir Kulašević, Chief Ecommerce Officer
Challenges
Sustaining SEO Momentum
Since Planeta Sport already enjoys substantial organic traffic and a solid SEO foundation, the main challenge is to continue scaling growth. This requires continuous optimization of high-performing pages and finding new opportunities to capture additional market share in highly competitive categories like sports footwear and apparel.
Balancing Brand and Non-Brand Traffic
Planeta Sport is known for its brand power, and many visitors come through branded search terms. However, to keep growing, we needed to balance this with efforts to increase non-branded traffic. This involved extensive keyword research and targeted content strategies to rank for more generic sports and fitness-related terms, in addition to branded searches.
Technical SEO Maintenance
As a large eCommerce platform with thousands of SKUs, ensuring optimal site performance is an ongoing task. Technical SEO elements, such as managing crawl budget, improving page speed, and optimizing mobile performance, must be continuously refined. In addition, dealing with issues like duplicate content, managing redirects, and ensuring proper indexing of new products were significant technical hurdles.
Content Strategy for a Diverse Audience
With customers ranging from professional athletes to casual buyers, the content strategy needed to cater to a diverse range of users. The challenge was to create content that resonated with both informed buyers and those new to sports gear while keeping a balance between education and conversion.
Coordinating with Internal Teams
Similar to other large brands, Planeta Sport’s operations involve multiple departments, from inventory and logistics to marketing and IT. Coordinating SEO efforts across these teams required managing timelines, obtaining approvals, and aligning priorities without compromising the brand’s overall digital strategy.
Solution
Comprehensive SEO Strategy
We developed an integrated SEO and content strategy that aligned with Planeta Sport’s business goals, focusing on sustaining their strong brand presence while increasing non-branded traffic.
Technical Optimizations
The website’s architecture was streamlined for better crawlability and indexing, with improvements made to mobile performance and page speed. These changes ensured that both search engines and users could easily navigate through the site’s large product catalog.
Content Optimization
Our content efforts were centered around driving conversions while enhancing brand authority. We ensured all content, from product pages to blog posts, was optimized for SEO, creating a balance between informative content and promotional messaging.
Proactive Monitoring
The custom SEO monitoring system provided real-time insights into the performance of critical keywords and pages, enabling proactive adjustments that helped Planeta Sport stay competitive and agile in the fast-paced retail landscape.
Results
- 9.95% Increase in total organic users Y-O-Y
- 14.54% Increase in non-branded organic users Y-O-Y
