SEO & SEM Growth Strategy
Dirt Bike Kidz
Dirt Bike Kidz (DBK), a lifestyle brand rooted in the motocross industry and dirt bike enthusiasts, partnered with FPW to elevate their search engine optimization (SEO) and search engine monetization (SEM) efforts. While DBK had foundational strategies in place, they sought to refine their approach and maximize performance across both channels.
Our initial focus targeted non-branded searches—improving DBK’s visibility in keyword queries that didn’t explicitly mention the brand. This strategy aimed to expand brand awareness and attract new audiences beyond DBK’s existing fan base.
The next step in DBK’s SEO strategy centered around optimizing their website. We enhanced the site’s metadata, refined keyword targeting, and implemented technical and structural edits to improve SEO performance. In parallel, we produced keyword- rich blog content to increase organic traffic and capture broader search intent. In 2022, our efforts extended to DBK’s SEM ad campaigns. Although their ads were performing well, campaign optimization required time and expertise beyond what DBK’s internal team could dedicate. FPW stepped in to restructure and refine ad content, targeting, and bidding strategies—ultimately improving conversion rates and campaign efficiency.
THE SCOPE
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- SEO & SEM
- Analytics
- Google Ads
- Meta Ads
- Marketing Strategy
- Branding Strategy
TECHNICAL SCOPE
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- Non-Branded Keyword Expansion: Targeted growth beyond existing fans to drive awareness and acquisition.
- SEO Enhancements: SEO Enhancements: Metadata and keyword optimization, new blog content targeting high-intent searches.
- SEM Strategy & Execution: SEM Strategy & Execution: Optimized Google Ads and Meta campaigns to improve ad performance and ROAS.
- Analytics & Strategy: Analytics & Strategy: Refined campaign structure to focus on conversion-driving terms.
Brand
Tags
Action Sports, Analytics, Blog Content Strategy, Campaign Optimization, Content Optimization, Conversion Rate Optimization, Ecommerce Marketing, Google Ads, Keyword Research, Meta Ads, Metadata Optimization, Motocross, Non-Branded Keyword Strategy, Outdoor Lifestyle, Paid Search, Return on Ad Spend (ROAS), Search Engine Marketing (SEM), Search Engine Optimization (SEO), Technical SEO
Services Used
THE RESULTS
FPW successfully enhanced DBK’s ads and positioned DBK as a leader in their industry. As a result, DBK’s year-over-year organic traffic improved by 7% and they saw a 2022 return on ad spend (ROAS) of 2400%. The ads FPW created for DBK decreased ad spend while increasing their conversion rates and total revenue performance. The higher conversion rates came via organic services and non-paid channels such as social media and Google searches. FPW has maintained an ongoing relationship with DBK and continues working with them on their SEO and SEM campaigns.
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.