SEO Case Study: Phoenix Bat Co.
Ecommerce Store Gets #1 SERP Spot & Big-League Traffic Boost with SEO
Who We Helped
Phoenix Bat Company, a wood baseball bat manufacturer in Columbus, Ohio. Phoenix is pro-approved for use in all baseball leagues—from youth ball to the game’s biggest stage. Phoenix’s website is an e-commerce shop. While most of their traffic is from search ads and social media ads, they were getting a healthy amount of organic traffic too. But we wanted to get them more.
How We Did It
With some good ol’ fashioned SEO, we updated a blog with minimal traffic based on target keyphrase “wood baseball bats.” The blog is about wood vs. metal baseball bats, a great piece of educational content for those higher up the buyer’s funnel. We added more copy, reformatted the layout with subheadings, and added more imagery throughout the page.
To break it down a little more, we did the following updates:
- Edited the existing copy and added a few-hundred more words, including subheadings with keywords
- Added images to the blog with proper tags and formatting, including putting keywords in strategic places
- Included lots of internal links to other blogs and product pages around the site, including links embedded into the new images
- Put large, attention-grabbing CTA buttons to shop their products
We updated the blog in the spring of 2021. Within a month or 2, the keyword began to rank for the search term, and the rankings kept climbing.
After another couple months, the blog reached the #1 ranking on the SERP for the query “wood vs. metal bats.” Traffic to the blog came rolling through, and it was the 3rd-most visited page on the website for all of 2022—behind only the homepage and main shopping page—and it’s still going strong to this day.
All this is to say that our efforts garnered an extra 15,000-ish site visitors from one blog post, up from just 4,000 in 2020, prior to our overhaul. That’s a nearly 5x increase, bringing that many more people—and thus potential buyers—to the site.
The bubbles above highlight the fruits of our labor. 356%!
The squiggly lines represent daily traffic throughout the year. Note the spike in traffic during the Spring–Summer baseball season.
The blog post ranks higher than any other page except the home page and main shopping page.