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.
A Five-Star Partnership
“We couldn’t be happier with One Egg’s work. Their team consists of incredible analytical thinkers who quickly adapt to solve complex problems. Their strategies are consistently sharp, spot-on, and grounded in the most current and relevant digital media practices. Over the past year, they’ve provided excellent service, and it’s been a fantastic experience working with them. We look forward to continuing our partnership.”
02 · ChallengesChallenges
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 optimisation 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
03 · SolutionsSolutions
- Technical SEO Worked through thousands of product pages on the DJ City website and ran regular deep technical audits.
- 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).
04 · ImpactImpact
- Organic growth: Achieved a 74% increase in organic revenue, beating initial targets.
- Traffic growth: Generated 53% increase in organic traffic, surpassing the 50% objective.
- Domain authority boost: Improved domain rating by 43%, strengthening competitive position.
