Mizuno | Sports Company SEO Case Study - Calibre9

Case Studies



Running to the top

Mizuno is a global company who have been enriching the lives of people through the power of sport for over 100 years. They manufacture and develop market leading, innovative products that enable every athlete to give their best performance. They wanted the same opportunity when it came to their organic visibility .

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43% increase in visibility

In a busy, competitive market we saw big jumps in rankings

130 pages uniquely optimised

A strategic approach to top level category optimisation

26% increase in clicks

Big jump in overall engagement

600+ pages mapped and redirected

Successfully managed a complex migration from an old CMS to Shopify Plus

The brief and plan

Manage a complex migration and grow overall organic visibility

We were tasked with helping Mizuno manage their migration from an old incumbent CMS to Shopify Plus in order to maintain existing traffic, rankings and backlink profile. Post migration the plan was pretty clear, build on the incredible history of this iconic brand and give it the visibility it deserved.

  • Manage migration to new CMS
  • Rank keywords in niche focus sports
  • Drive new traffic and revenue

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The delivery and outcome

Successful migration and a big jump in organic visibility

Through a holistic, strategic approach, we mapped out and redirected 600+ pages – managing to maintain Mizuno’s rankings, backlinks and traffic post-migration, while also driving a significant increase in overall visibility. We then systematically worked through the site optimising over 130 category pages that drove significant ranking improvements for non branded search terms like ‘volleyball shoes’ that moved onto page 1.

  • Big jumps onto page 1 for non-branded search terms
  • Total impressions up over 50%
  • 28% increase in keywords in on page 1 of Google

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"We first engaged Calibre9 in 2020 when we were migrating our website. It was a daunting task as we had never previously implemented a clear SEO strategy. However, Calibre9 was proactive, professional, and knowledgeable, allowing us to focus on the other aspects knowing that the SEO work was being capably handled.”

Alexandra Chew (Mizuno)

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