Impact Snapshot
- Increased first-page keyword rankings from 21 to 99 in nine months (+78 net-new rankings)
- Led a 6-month SEO and content strategy for the NordicTrack blog
- Improved organic visibility through technical fixes, on-page optimization, and content architecture
- Strengthened brand authority across health and fitness topics
Overview
I led the development and execution of a comprehensive SEO and content strategy for the NordicTrack blog, with the goal of improving organic visibility and building a scalable foundation for long-term growth.
When I joined the team, NordicTrack had only 21 first-page keyword rankings. Over the following nine months, I identified and addressed foundational SEO gaps across content structure, on-page optimization, and technical performance—resulting in 99 first-page rankings and a net gain of 78 new keywords.
This work combined SEO auditing, cross-functional collaboration with development, and hands-on content strategy and execution to strengthen organic reach and brand authority in the health and fitness space.
Context
NordicTrack operates in a highly competitive health and fitness market, where organic search plays a major role in discovery, education, and brand authority. While the brand was well known, its blog and supporting content were not fully optimized to capture search demand or consistently rank for priority topics.
When I joined, the site had limited first-page keyword visibility, and SEO efforts lacked a cohesive strategy spanning technical foundations, on-page optimization, and content development. This presented a clear opportunity to strengthen organic performance by addressing foundational gaps and building a more intentional, scalable SEO program.
Problem
NordicTrack’s organic search performance was constrained by a combination of structural, technical, and content-level issues. Headlines, meta titles, and descriptions were inconsistently optimized, internal linking was underutilized, and parts of the site required backend technical improvements to support crawlability and performance.
At the content level, blog topics were not always aligned to clear keyword intent or the specific questions users were asking, limiting the site’s ability to compete effectively in search results. Without a unified SEO framework, improvements were incremental rather than compounding, and organic growth potential remained largely untapped.
Strategy
I approached this work as a full SEO program rather than a series of isolated optimizations. The strategy focused on strengthening the foundation first, then building repeatable systems to support ongoing growth.
This included conducting a comprehensive SEO audit to identify high-impact technical and on-page issues, prioritizing fixes based on opportunity and effort, and partnering with development to address backend constraints. In parallel, I established a clearer keyword and question-driven approach to blog content, aligning topics, headlines, and structure to search intent while reinforcing internal linking and content architecture across the site.
The goal was not just to improve individual rankings, but to create a scalable SEO framework that could support consistent organic visibility and brand authority over time.
Execution
I executed the strategy across technical, on-page, and content initiatives. I worked closely with the development team to implement technical fixes identified during the audit, ensuring SEO considerations were addressed at the site level rather than treated as surface-level adjustments.
On the content side, I optimized existing pages by improving headlines, meta titles and descriptions, internal linking, and on-page structure. I also owned the NordicTrack blog roadmap, identifying priority keywords and user questions, writing new content, and refining existing posts to better align with search intent and user needs.
Throughout the process, I monitored performance and iterated on the approach, balancing quick wins with longer-term improvements that would compound over time.
Results
Over a nine-month period, the SEO program delivered measurable improvements in organic visibility:
- Increased first-page keyword rankings from 21 to 99, resulting in 78 net-new first-page keywords
- Improved organic search performance across priority health and fitness topics
- Established a stronger SEO foundation to support ongoing content and growth efforts
These results reflected the cumulative impact of technical remediation, on-page optimization, and a more intentional content strategy working together as a system.
My Role
End-to-end ownership, including SEO auditing, technical prioritization, cross-functional collaboration with development, keyword research, editorial strategy, writing and optimization, and performance tracking.
Why This Matters
This project demonstrates how sustainable SEO growth is driven by systems, not shortcuts. By addressing foundational technical and on-page gaps and pairing them with a clear, intent-led content strategy, the program unlocked organic visibility that could continue to scale over time.
More broadly, it highlights the importance of cross-functional collaboration and thoughtful prioritization in SEO work—ensuring that content, technical performance, and user experience work together to support long-term growth and brand authority.