Challenges

The Adidas MENA website was facing several technical and performance issues. A high volume of duplicate pages led to indexing problems and diluted SEO value. Crawl errors impacted visibility, while outdated content structures and a lack of optimization weakened user experience. Organic CTR and conversions were lower than expected, and key regional pages struggled to rank for competitive terms in search.

Objectives

The campaign aimed to clean up indexing issues, improve technical SEO performance, and drive targeted organic growth. Secondary goals included elevating the website’s UX through a complete revamp, launching performance-driven paid media campaigns, and increasing branded and non-branded search visibility across the Middle East and North Africa region.

Strategy

SEO & Technical Fixes
All duplicate content was removed or consolidated, and indexing was optimized across regional and product pages. Crawl errors were reduced by 10% through improved site structure and proper canonicalization. Meta tags, page titles, and headers were rewritten to align with intent-based keywords and improve ranking signals.

Website Revamp
The site was redesigned to align with Adidas’s global brand identity while optimizing the layout for better mobile usability. Navigation and internal linking were restructured to enhance page engagement and crawl depth. These improvements directly impacted user behavior metrics and contributed to improved rankings.

Paid Media Support
A strategic paid media plan was executed in parallel to support traffic during the SEO restructuring phase. Paid channels focused on high-intent users and region-specific promotions to maintain momentum and drive immediate conversions while organic growth scaled.

Results

• Organic Sessions: +49.21% growth in SEO traffic
  
• Average Keyword Rank: Improved to 21.9 across targeted terms
  
• Organic CTR: Increased to 3.8%, driven by metadata improvements
  
• Crawl Errors: Reduced by 10% with technical SEO fixes
  
• Pages per Session: +29.87%, indicating stronger engagement and UX
  
• SEO Channel Conversions: +376.33% highest channel growth across all platforms

Hidden Wins

• Enhanced brand reputation through cleaner SERPs and improved user journeys
  
• Duplication cleanup improved site authority and keyword consolidation
  
• Site structure updates supported stronger product discovery and conversions
  
• Paid and organic synergy helped maintain conversion volume throughout revamp
  
• Long-term SEO scalability ensured sustained growth post-campaign.
  

ROI Impact

• 376% increase in SEO-attributed conversions, the most effective organic growth phase to date.
  
• Site and SEO architecture now optimized for regional and multilingual expansion