SEO success for Major Golf Direct
Major Golf Direct is one of the UK’s largest retailers for golf clubs, clothing, and equipment. Having previously handled its PPC campaign, we were tasked with improving the organic ranking of its site to increase authority, sales, and overall revenue.
The challenge
Like most ecommerce marketplaces, golf is fiercely competitive, with every retailer fighting for the same handful of high-value search terms and loyal players’ attention. As major brands dominate the top spots and search costs continue to climb, improving national visibility organically is no small feat. But our client wasn’t looking for easy wins – it wanted lasting growth that significantly boosted its bottom line.
Having already designed and built Major Golf Direct’s Shopify site and driven results through high-performing paid advertising campaigns, there was no partner more trusted than The Bigger Boat. Keen to strengthen its authority, increase rankings for leading golf brands, and drive consistently high-quality conversions, our next challenge was to turn organic search into a sustainable traffic engine for the business.
The solution
Usually, our process begins with a deep audit and search landscape analysis before crafting a tailored SEO roadmap. However, because we’d designed and developed the Shopify store ourselves, we knew exactly what we were working with. Boasting a solid structure, intuitive categorisation, and a clean technical build, the website’s foundations were already in great shape, meaning we could skip straight to strategy.
Our first move was to create content targeting long-tail, informational keywords – helpful articles answering the kinds of questions real golfers were asking online. More than filler blogs, these pieces were intentionally crafted to position Major Golf Direct as a trusted authority, aligning perfectly with Google’s E-E-A-T (expertise, experience, authoritativeness, trustworthiness) principles. The payoff came quickly: pages were indexed fast, traffic began to climb, and the site started to build topical authority.
Next, we turned our attention to the heavy hitters – the brand collection pages. These would be the backbone of long-term organic growth. Working closely with the client, we prioritised which brands to focus on first, using a smart mix of data points including popularity, profit margin, stock levels, and existing search rank to determine which changes would be the most effective from the start. This process of building out and optimising branded collection pages is ongoing, with blog content continuing to be used for reputation building and internal linking.
Now, as we shift toward enriching product pages for even greater depth and quality, the results speak for themselves: organic has overtaken paid as the number-one driver of both traffic and revenue, marking a huge milestone in Major Golf Direct’s growth story.
A right result!
177.8% increase in organic sessions
434.94% growth in revenue
Multiple branded search queries appear on page one of Google – outranking the brand itself in some instances
Multiple blog articles also rank on page one for informational search terms
Simon Corp,
Managing Director, Major Golf Direct
Andy McCaul,
Managing director, The Bigger Boat
