An adidas' APAC SEO Power Play
80% organic traffic growth: APAC's largest sportswear SEO transformation
A leader in market and in the SERPS
Key Highlights
- 1 million+ organic traffic for adidas Australia — first time ever
- 80% traffic growth in 12 months (vs 7.5% over the previous five years)
- +1.15 million users YoY across APAC
- +7.9% organic search growth region-wide
- Content strategy ported across 5+ English-language APAC markets
- Full technical and on-page ownership across all APAC properties
Adidas, a global leader in the sportswear industry, aimed to enhance its digital presence in the Asia-Pacific (APAC) region, specifically targeting an increase in organic traffic across its websites. The company enlisted the expertise of Optimising, to refine on-page elements, develop content strategies, and assist with technical SEO across all their APAC website properties.
The objectives of this project were:
- Increase the organic traffic to adidas' Australian website.
- Improve the user experience on product listing pages through better relevance and context.
- Port valuable blog content to English-language sites across the APAC region to build topical authority.
- Optimise website taxonomies and filtering systems to enhance product discovery.
The Challenge
adidas had strong brand recognition across APAC, but their organic search performance wasn't matching their market position. Five years of incremental optimisation had delivered just 7.5% traffic growth in Australia. They needed a step-change, not incremental gains.
- Scale: Multiple APAC websites, each requiring localised SEO strategy
- Taxonomy: Complex product catalogues with inconsistent filtering and navigation structures
- Content: Valuable blog content siloed on international sites, not leveraged across APAC
- PLPs: Product listing pages lacked the context and relevance signals needed to compete
Our Strategy for adidas
The strategy employed by Optimising encompassed a holistic approach to SEO, focusing on both the technical and content aspects of adidas' online presence. The on-page optimisation effort was comprehensive, involving the refinement of metadata, headings, and page copy across adidas' sites to ensure consistency and efficiency. This foundational work was complemented by the development of an enhanced link stack strategy on product listing pages (PLPs), aimed at improving relevance, context, and ultimately, the user experience.
In parallel, a robust content strategy was formulated to identify and port valuable blog posts from international adidas sites to English-language sites across the APAC region. This strategy targeted long-tail keywords, with the dual goal of building the website's topical authority and increasing internal linking opportunities. Additionally, a deep review and optimisation of adidas' website taxonomies and filtering systems were conducted to facilitate better navigation and product discovery on product listing pages.
- Comprehensive On-Page Optimisation: We ran a systematic audit across all APAC properties. Metadata, headings, and page copy were refined for consistency and search intent alignment. This wasn't a one-off project — it became an ongoing process embedded into their content workflow.
- Product Listing Page Enhancement: PLPs were underperforming. We developed an enhanced link stack strategy that improved internal linking, added contextual relevance signals, and created better pathways for users discovering products through category searches. The result: PLPs that serve both users and search engines.
- Content Porting Strategy: adidas had high-performing blog content on their global and US sites that had never been adapted for APAC markets. We identified the top performers, localised them for Australian and regional audiences, and deployed them across English-language APAC sites. This built topical authority and created internal linking opportunities that didn't exist before.
- Taxonomy and Filtering Optimisation: Deep review of site architecture revealed navigation and filtering structures that were creating crawl inefficiencies and poor user pathways. We restructured taxonomies to support both product discovery and search engine crawlability.
"A massive thank you to everyone for all the work that you've done, the quality and consistency has been very impressive."
- Senior SEO APAC at adidas
Our Winning Race
The results of this partnership were impressive to say the least:
- Ahrefs now reports over 1 million organic traffic for adidas Australia for the first time, marking an increase of over 80%.
- Growth from approximately 600k to just shy of 1.1M organic traffic within a year, compared to the previous five years' growth of ~7.5%.
- An increase in users of +1.15 million (YoY) across the APAC region, despite traffic losses in Malaysia and Vietnam.
- APAC SEO traffic changes show a year-over-year organic search increase of +7.9%, translating to +1.15M users.
A Successful Partnership
The collaborative efforts between adidas and Optimising led to a significant improvement in organic traffic and revenue across adidas' APAC websites. By focusing on a blend of on-page optimisation, strategic content development, and website architecture enhancements, adidas significantly boosted its digital footprint, setting a new standard for SEO growth in the competitive sportswear market.
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We took adidas from 600K to 1.1 million organic visitors in a year.
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