DICK’S Sporting Goods Dominates Local SEO Through Localized Store Pages
“Partnering with SOCi has made a difference in how we are showing up in search, increasing the views on our local pages and making them easier to find for local athletes. When we can personalize local store pages at scale with what our athletes in those areas want and need, everyone wins.” – Pat Daley, Vice President of Performance & eComm Marketing, DICK’S Sporting Goods
SOCi Results
Using SOCi to focus on local SEO has driven organic visibility for high-ticket items at DICK’S Sporting Goods such as kayaks, bikes, and treadmills. Sporting events like March Madness and the NBA Finals were opportunities for local team optimization on store pages to drive in-store traffic for fans to secure their favorite team’s merchandise, providing extra value and authority from the retailer surrounding championships.
The store pages have consistently ranked higher and higher for non-brand keyword searches, or Discovery searches, with pages seeing a 74% increase in 2022 compared to 2021. Further, within the same time, 97% of DICK’S Sporting Goods locations have been included in the Google 3-Pack when searching non-brand keywords like “baseball stores,” “golf stores,” and “sporting goods stores.” Also within the same period, the retailer had a 16% increase in website visits.