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.
Granular Group has been a long-term partner of Planeta Sport, working together for the past 3 years, focusing on maintaining and enhancing their digital strategy. Our work has primarily revolved around fortifying their SEO capabilities, helping the brand perpetuate its growth, and ensuring continued success in a highly competitive landscape.
Client
Planeta Sport
Expertise
Research
Strategy
Implementation
Operations
Year
2021 - Present
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
