Kickscrew Case Study: How an Ecommerce Company Used SEO to Outrank the World’s Biggest Brands


In the event you’ve ever felt like there was no method your small business may ever actually compete with the large manufacturers, you’re not alone. 

It’s human to have doubts. It may even be sensible, generally, to be cautious. And it’s pure to look to your competitors and marvel how on earth they obtained to be so profitable (and how one can get there, too). 

We’ve all heard the tales of the world’s most dominant manufacturers emerging from garages and dorm rooms. These tales resonate with us due to a easy fact: 

Nice success tales typically begin with humble beginnings. 

I’m about to dive into a really particular case research. It could be our most fun but. As a result of, it proves that it’s not about the place or how you start, and it’s definitely not about who your competitors is. 

Our HOTH consumer, Kickscrew, has greater than confirmed that with the precise workforce, the precise instruments, and the precise technique, something is feasible. 

The perfect half? There’s no “commerce secret” behind their success, simply tremendous strong SEM that nearly any firm can use to launch themselves into the stratosphere. 

On this case research, we’ll dive into the way it began, the way it’s going, and precisely what The HOTH did to assist a classic ecommerce sneaker firm 100xed their enterprise and compete with the likes of Nike and Footlocker. 

Kickscrew in 2019 (The way it Began)

Gary Hui, cofounder and present Chief Development Officer of Kickscrew, got here to The HOTH in 2019. 

We’ve really labored with Gary earlier than on different initiatives. The connection and belief had been there, and Gary was assured in our potential to get outcomes.

This made us the simple alternative when it got here to choosing an website positioning workforce to accomplice with. is an internet ecommerce firm that sells classic sneakers.

On the time, they had been averaging about 15 gross sales per day. Not dangerous for an ecommerce shoe firm, however the Kickscrew workforce knew that with the precise digital advertising methods, they may do extra. 

(We knew that, too.) 

To be clear, all of those numbers are tremendous spectacular, particularly when you think about that they hadn’t completed a lot in the best way in digital advertising earlier than. 

So, think about how far they may go along with the precise website positioning technique

(Spoiler alert: they went far.) 

However, let’s start initially. As with all our HOTH X shoppers, we kicked off (sorry not sorry for the pun) our Kickscrew advertising technique with an website positioning Audit.

The Kickscrew website positioning Audit 

As talked about, each new HOTH consumer will get a whole web site audit by one in all our website positioning consultants. 

website positioning audits are the inspiration of any strong technique. You must know what your present wins are and your challenges so as to most successfully “enhance” your website positioning. 

Right here’s a baseline of what our preliminary audits study: 

  • Natural site visitors 
  • Variety of rating natural key phrases (spots 1-100 within the SERPs) 
  • “Straightforward win” key phrase alternatives 
  • Competitor analysis 

In fact, that’s not all the audit, however it’s the bottom of our preliminary technique improvement. 

Since I already spoke to their natural site visitors (10,000 guests on common every month) and key phrases (roughly 40,000), I’ll soar proper to the “simple win” key phrase alternatives.

Figuring out Kickscrew’s “simple win” key phrases 

Not every thing in website positioning needs to be troublesome or drawn out. 

The HOTH defines “simple win” key phrases as those your web site’s already rating for in positions 4-30 (AKA, the primary three pages of the SERPs).

These are extremely helpful, as a result of they present that Google already sees your web site as related for these key phrases. You’ve already established some authority, so there’s no have to “struggle” for a model new place. 

As a substitute, you possibly can capitalize on these current key phrases by utilizing them and variations of them in additional blogs and net pages. 

Listed here are a few of the main issues we do along with your “simple win” key phrases: 

  • Ensure that your on-page website positioning options these key phrases or phrases 
  • Add extra, keyword-related content material to your web site 
  • Construct hyperlinks to those pages from top quality, excessive authority, related websites 

The wonder right here is that these key phrases aren’t powerful to establish (you possibly can even use our free key phrase instrument to do that), however are an enormous assist when growing your web site’s general rankings. 

This technique additionally works nicely with extra aggressive key phrases to bump a web site into Google’s coveted high 3 spots. 

Kickscrew’s aggressive hole evaluation 

After we discover the simple wins, the following step in an website positioning audit is to carry out a aggressive hole evaluation (you are able to do this utilizing our free instrument right here).

That is the place we examine in on the competitors. Any website positioning will inform you that competitor analysis is essential for website positioning. 

Basically, we take a peek behind your competitors’s curtain as a part of your key phrase technique. What key phrases are they rating for that you just aren’t? Which alternatives are you lacking? 

After we did Kickscrew’s aggressive hole evaluation, we discovered hundreds of key phrases up for grabs, together with: 

  • Yeezy provide 
  • Chucks 
  • Kicks on fireplace 

We’ll share on this put up what we did to verify began rating for these phrases (and lots of extra).

The Kickscrew website positioning Marketing campaign 

After the preliminary website positioning audit comes the technique (AKA, what the heck we’re going to do with this checklist of key phrases?). 

HOTH Blogger

Kickscrew’s constantly ordered HOTH Blogger posts since they began with us 2 years in the past, and determined to ramp their content material up even additional by upgrading to Blogger Professional final yr (Blogger Professional is our even extra leveled-up HOTH Blogger product– the writers who curate your content material have already got a ton of expertise working and writing in your area of interest). 

In addition they determined to take us up on our free supply to add the blogs to their web site, which is a good set-and-forget possibility for companies or entrepreneurs who’d reasonably not have to fret about formatting, including pictures, and optimizing the weblog web page itself for website positioning. 

HOTH Blogger and HOTH Blogger Professional are designed to perform the next: 

  • Hit your viewers in any respect phases of the sales funnel 
  • Get your web site to rank for a ton of longtail, intentional key phrases 
  • Set up legitimacy and credibility as an knowledgeable in your area of interest 
  • Create “linkable belongings” leading to much more backlinks to your web site

As an example, a few of the posts we revealed for Kickscrew had been constructed across the following subjects that drove a ton of site visitors to the positioning:

  • Sneaker care
  • Methods to put on numerous sneaker kinds 
  • Methods to resell sneakers 

HOTH Visitor Posts

Visitor posts are a big a part of the Kickscrew website positioning marketing campaign, and make up nearly all of their orders. 

We use visitor posts to focus on high-intent, bottom-funnel key phrases that customers are usually plugging in after they’re prepared to purchase. 

HOTH shoppers can select from quite a lot of visitor put up choices– wish to go by a excessive Area Authority? We obtained you. Need backlinks from websites that generate a ton of site visitors? Received you lined there, too. Need visitor posts on websites with a excessive DA and a ton of site visitors? We’ve that possibility as nicely. 

Kickscrew determined to diversify their orders. They ordered visitor posts from each DA kind, site visitors possibility, and mixtures of the 2 (sensible). 

In addition they boosted their visitor put up orders with HOTH Syndication, which redistributes high-performing content material to over 300 high-authority websites like information organizations and main publishers. 

Syndication is nice for constructing authority and model consciousness, and in addition, in itself, can earn new hyperlinks. 

In brief, Kickscrew didn’t maintain again. And the outcomes had been unbelievable. 

Kickscrew in 2022 (How It’s Going)

First, gross sales elevated. Not by a bit. Not by a medium. Their gross sales actually elevated by 100x in 2 years. 

From 15 gross sales a day to averaging round 1,500 (over 2,000 this previous Black Friday). 

And their gross sales are projected to extend by one other 100% within the subsequent 2 years. 

Generally, their key phrase attain mainly exploded. I discussed that in 2019, they had been rating for round 40,000 key phrases. 

They’re now rating for nearly 200,000. With a major improve in key phrases rating in first-page and high 3 positions.

In fact, this had an unbelievable affect on site visitors. You may examine the graph under: 

They went from 10,000 month-to-month guests to over 650,000. 

Nice SEM methods take time, however they’re so price it. You may see when and the way their web site’s site visitors exploded.

As a result of hyperlinks are such an vital website positioning rating issue, in Google’s eyes, the visitor posts we wrote for them made the positioning extra authoritative. This drove site visitors, which, in flip, resulted in additional hyperlinks from different web sites. 

Try how a lot their referring domains elevated: 

Right here’s the David and Goliath second I teased initially of this put up. 

Kickscrew is now rating within the No. 1 place for the key phrase “genuine air jordan 1.”

authentic air jordan kickscrew keyword
That’s increased than Nike. Increased than many of the main manufacturers. And that specific key phrase has a site visitors potential of just about 35,000.


Kickscrew is now ranked No. 5 for the key phrase “yeezys.” 

Moreover showing on the primary web page of SERPs with this key phrase, additionally they earned a site visitors potential of 1.1 million individuals. 

Just a few of our excessive area authority visitor posts used precise match key phrases however many used variations, ie: “value of yeezys,” “genuine yeezys,” “discovering yeezys,” and many others. 

website positioning builds on itself. Hold investing and it’ll proceed to get simpler and simpler to make large good points in authority, which ends up in extra clicks and conversions. 


Each enterprise requires a curated website positioning technique. 

That’s why while you come to The HOTH you get a crafted website positioning or SEM marketing campaign particularly designed for you so you possibly can attain your final objectives.

This case research highlights one in all our most profitable shoppers. They not solely elevated gross sales by 100 occasions, are projected to extend gross sales by one other 100% within the subsequent 2 years.

Kickscrew beat a few of the world’s largest sneaker retailers by concentrating on, and rating for, particular key phrases. And so they weren’t shy about going after a few of the trade’s best. 

It paid off. 

Actually, the outcomes of their website positioning campaigns had been so spectacular that Kickscrew picked up a brand new investor: Alibaba

They’re now the recipients of the Alibaba Entrepreneurs Fund, a non-profit with the mission of serving to “Hong Kong and Taiwan-based entrepreneurs and younger individuals understand their goals and visions for his or her companies and communities.” 

Evidently, they’re very enthusiastic about this partnership. 

I mentioned to start with of this put up that there weren’t any commerce secrets and techniques right here. These outcomes come from the sorts of strong website positioning practices that each single one who indicators up for HOTH X will get as a part of our managed service. 

In the event you’ve ever doubted you can have a David vs. Goliath story like Kickscrew, don’t. 

After which give us a name. We’re right here to assist. And we like to see you win.