Newbery Cricket

The primary objective of this project was to deliver an increase in organic visibility across Newbery Cricket’s core product categories. Particular emphasis was placed on improving rankings and traffic for high-value commercial terms related to cricket bats and cricket balls.

The campaign aimed to strengthen the website’s presence in search engine results pages (SERPs), drive more qualified organic traffic, and improve engagement across key landing pages. A secondary goal was to expand keyword coverage by targeting both high-intent and long-tail search queries, ensuring the brand could compete more effectively within a competitive sports retail market.

To achieve these objectives, a targeted SEO strategy was implemented combining on-page optimisation and content expansion.

This included comprehensive meta data improvements across key pages to better align with high volume search terms and search intent. On-page content was optimised to ensure relevance, depth, and keyword alignment across priority collections.

A major component of the strategy involved the creation of 12 new landing pages, designed to target specific keyword groups and capture additional search demand. These pages were structured to support both user experience and search engine crawlability, helping to build topical authority within the cricket equipment space.

Internal linking improvements were also introduced to strengthen the relationship between product and category pages, further supporting ranking performance.