SEO Case Study – Kiss My Axe

Client History

In early 2019, Ian Williams and Jason Macdonald were in Sydney’s eastern suburbs when they discovered their joint passion for action-packed sports.

They put their heads together and created Kiss My Axe, the first Sydney venue of its kind – a combined urban indoor axe throwing centre and fully equipped corporate venue under one roof.

The success of their Alexandria, Sydney venue led to a 2nd venue being established in 2021 in Brookvale on Sydney’s Northern Beaches, followed in 2023 by a 3rd venue in Blacktown, New South Wales.

Initial Issues

We were first engaged by Kiss My Axe in November 2020 to vastly widen their search engine reach, increase website traffic, convert traffic to sales and help to grow their brand.

• SEO audit: A full audit of all previous SEO work. Cleaning up the site of over-optimisation and disavowing bad back-links.
• Poor search rankings: Most of their important keywords were not ranking, limiting their visibility.
• Limited online presence: Kiss My Axe needed to increase its brand’s exposure.

Our SEO Strategy

To address these challenges and drive results, we designed a custom SEO campaign for Kiss My Axe, concentrating on three core aspects:

1. Keyword Identification and Optimisation
   We carried out extensive keyword research to identify key search terms that could drive quality traffic to the site. These included both primary and long-tail keywords such as “Axe Throwing Sydney,” “Axe Throwing Near Me,” and “Axe Throwing.”
   The website’s primary pages were optimized, focusing on meta tags, on-page content, and keyword integration.
2. Technical and On-Site SEO Upgrades
   A detailed technical SEO audit revealed a number of issues that needed to be resolved, including:
   • Improving page load times
   • Enhancing mobile friendliness
   • Optimising internal links and fixing broken links
     After making these changes, we optimised the site’s on-page elements to align with search engine algorithms and enhance user experience.
3. Content Creation and Backlink Acquisition
   To build authority and attract traffic, we implemented a comprehensive content strategy. This included regular blog articles, project updates, and enhanced service pages tailored to target user search intent.
   A strategic outreach campaign was also developed to secure high-quality backlinks from trusted websites in relevant industries in order to enhance our client’s off-page optimisation.

Achievements

Since the campaign began, Kiss My Axe has seen outstanding results in several key areas.

Organic Traffic Growth
Since October 2020, organic traffic increased by 981%.

Keyword Performance
We achieved significant ranking improvements for core keywords:

• “Axe Throwing Sydney”: Improved from Position #8 to #1
• “Axe Throwing”: Improved from Position #+100 to #1
• “Axe Throwing Near Me”: Improved from Position #+100 to #1

Overall, Kiss My Ax now ranks on the first page for 98% of their primary search terms, compared to very few at the start of the campaign.

Client’s Response

Kiss My Axe has expressed great satisfaction with the results so far. They shared the following feedback:

“Thanks for the overview as it helps me understand more. Appreciate the great work and continued push 😊 Many thanks”

Ian Williams / Director
Kiss My Axe
Sydney, NSW

Summary

Our work with Kiss My Axe has been a shining example of how SEO can transform a business’s online presence. Through meticulous technical SEO improvements, data-driven keyword research, and a focus on creating compelling content, we’ve helped Kiss My Axe achieve substantial gains in their organic search rankings and website traffic. These improvements have directly contributed to their overall business growth and success. This case study is a clear demonstration of the positive impact that a partnership with SEO Perth Experts can have.

Future Plans

We’re excited to continue our journey with Kiss My Axe and have ambitious plans to further elevate their online performance.

Our focus will remain on targeting high-value keywords, driving even more qualified traffic to their website. We’ll also continue to build a strong and diverse backlink profile, further enhancing their domain authority.

Additionally, we’ll refine their conversion optimisation strategies, ensuring their increased visibility translates into tangible business results.

We’re committed to Kiss My Axe’s long-term success and are confident that our ongoing partnership will continue to yield exceptional results.

BACK TO CASE STUDIES

GET FREE QUOTE