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DJ City Crowned Australia's Fastest Growing Music Equipment Retailer with 74% Revenue Surge

74%
Increase in Organic Revenue
53%
Increase in Organic Traffic
43%
Improvement in Domain Rating

Table of contents

Overview

DJ City engaged One Egg Digital in August 2019 to achieve dominance in an ultra-competitive sound, lighting and performance retail market in Australia, competing with major international e-commerce retail stores such as Amazon.

Channels

SEO
PPC

Challenges

Facing fierce competition from international retailers, DJ City sought to turn up the volume on their digital strategy and capture Australia’s music equipment market.
  • Market Competition – Intense competition from global e-commerce giants like Amazon in the Australian market
  • Technical Scale – Thousands of product pages requiring optimization and maintenance
  • Domain Authority – Poor quality backlinks affecting website authority and rankings
  • Product Visibility – Limited visibility for key products in search rankings
  • Content Strategy – Need for scalable content strategy to drive organic growth

Solutions

  • Technical SEO – Working through thousands of product pages on the DJ City website, ensuring that regular deep technical audits were conducted;
  • Link Profile Optimisation – Identified low-quality backlinks that were disavowed. Next we began a link-building campaign using various tactics including guest posting, SkyScraper technique, partnership links (from partner brands) and local business citations.
  • Product Page Optimisation – We evaluated each product page and identified gaps they had when it came to content quality, on-page, schema markup, internal and external links.
  • Content Creation – Supporting the internal content team at DJ City to come up with ideas for new content (blog articles, “How-to” guides and videos).

Impact

  • Exceptional Organic Growth: Achieved a remarkable 74% increase in organic revenue, exceeding initial targets.
  • Traffic Surge: Generated 53% increase in organic traffic, surpassing the 50% objective.
  • Domain Authority Boost: Improved domain rating by 43%, strengthening competitive position.
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